session 9 - integrated marketing communication to build brand equity
TRANSCRIPT
8/13/2019 Session 9 - Integrated Marketing Communication to Build Brand Equity
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Prof. Anup Raj
CIMP
8/13/2019 Session 9 - Integrated Marketing Communication to Build Brand Equity
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Current BrandKnowledge
Desired
BrandKnowledge
Communication
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Exposure◦ Right consumer, right message, right place & right time
Attention◦ The creative strategy
Comprehension◦ The ad reflects the understanding
Positive Attitude◦ Point of difference, point of parity
Intention◦ The ad motivates the consumer
Behaviour◦ purchase
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Advertising
Promotions
Event Marketing & sponsorship
Public Relation and Publicity
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Advertising is any paid form of non-personalpresentation and promotion of ideas, goodsor services by an identified sponsor
Power of advertising
◦ Increased sales◦ Advertising vs Money off
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Communicate with Consumer Persuasion
Contribution to Economic Growth◦ Expand market
◦ Develop new market segment
Non- profit objective◦ Preventive aspect of public health
◦
Dissuade drunken driving Catalyst for Change
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Information Brand Image Building
Innovation
New Product Launch Growth of media
Long term and Indirect benefit
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Advertising increases the cost of goods
Small section of the audience covered by
media used may relate with the product
May encourage unsound or false values
Big advertiser can monopolize the market
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Medium◦ TV
◦ Radio
◦ Magazines
◦ Newspaper◦ Direct Response
◦ Interactive
◦ Outdoor
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Corporate Business Goal
Marketing Objective
Advertising Objective
Advertising Strategy
Advertising Planning
Formulation of Advertising Programs
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Defining the proper positioning to maximizebrand equity
Identifying the best creative strategy tocommunicate or convey the desiredpositioning◦ Break clutter to attract attention
◦
Still deliver the intended message
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Define Positioning to establish brand equity◦ Competitive frame of reference
Nature of competition
Target Market
◦ Point of Parity attributes Necessary
Competitive
◦ Point of difference attributes
Desirable Deliverable
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Identify Creative Strategy to communicate Positioningconcept◦ Informational(benefit elaboration)
Problem-solution Demonstration Product comparison Testimonial(celebrity)
◦ Transformational (imagery portrayal) Aspirational usage situation Brand personality and value
◦ Motivational Humor Warmth Music Special effects
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Six broad information processing factors
Consumer targeting
The ad creative
Consumer understanding
Brand positioning
Consumer motivation
And ad memorability
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Low cost per exposure
Demonstrating product attributes
Portrays usage imagery, brand personalityand other brand intangibles
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Advantage Disadvantage
Mass Coverage & High
Reach Low cost per exposure
Attention getting
Low selectivity High cost of
production andplacement
Clutter
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The aggregate total (the sum) of the ratings is called Gross Rating Pointsor GRPs. The sum of the ratings of a specific demographic segment maybe called Target Audience GRPs or more simply TRPs. The term GRPs isgeneric and may refer to household GRPs or to specific target segmentGRPs.
each is the number or percent of different homes or persons exposed
at least once to an advertising schedule over a specific period of time.Reach, then, excludes duplication.
requency is the number of timesthat the average household or person
is exposed to the schedule among those persons reached in the specificperiod of time.
GRPs, reach, and frequency are mathematically related in the followingways:
GRPs = Reach X Frequency Reach = GRPs / Frequency Frequency = GRPs / Reach
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Advantage Disadvantage
Local coverage
Low Cost
Low Production Cost
Reinforcing medium
High Frequency
Flexible
Audio Only
Low attention gettingcapabilities
Clutter
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Advantage Disadvantage
High Informationcontent
Longevity
Segmentation potential
Long Lead time for adplacement
Visual only Lack of flexibility
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Advantage Disadvantage
High coverage
Low cost Short lead time
Timely
Short Life
Clutter Low attention-gettingcapabilities
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Magazines can be highly engaging
Passive Medium
Detailed Product Information
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Sales Promotions – for trial◦ For Trade
◦ For Consumer
Consumer Promotion – To change choice,quantity or timing or purchase ( sampling)-samples, demonstrations, price offs
Trade Promotion- financial incentive to retailer,
distributor, display, PoP display, contests, dealerincentives, training programs, trade shows,cooperative advertising,
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Advantage Disadvantage
Product secure
distribution Price discrimination
Actual productexperience
Trade maintain fullstock
Decreased brand
loyalty Decreased quality
perception Increased price
sensitivity Forward buying and
diversion
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Event Marketing –events related to sports, art,entertainment, social cause etc
Why to sponsor ?◦ To identify with a particular target market/lifestyle◦ To increase awareness/reinforce/enhance image
perception
Sponsorship◦ Selection- event must meet the marketing objective◦
Designing – marketing program with sponsorship◦ Measuring- supply side-media coverage, time,
space/demand side- tracking, customer survey
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PR and Publicity are designed to promote orprotect a company’s image or its individualproduct.
Publicity is non personal communicationssuch as press release, media interview, pressconference, newsletters etc
Public relation may also include annual
reports, fund raising and membership drive,lobbying etc
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Public relations includes ongoing activities toensure the overall company has a strongpublic image. Public relations activitiesinclude helping the public to understand the
company and its products. Often, publicrelations are conducted through the media,that is, newspapers, television, magazines,etc. As noted above, public relations is often
considered as one of the primary activitiesincluded in promotions.
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Public relations is the opposite of advertising.In advertising, you pay to have your messageplaced in a newspaper, TV or radio spot. Inpublic relations, the article that features your
company is not paid for. The reporter,whether broadcast or print, writes about orfilms your company as a result of informationhe or she received and researched.
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Publicity is more effective than advertising,for several reasons. First, publicity is far morecost-effective than advertising. Even if it isnot free, your only expenses are generally
phone calls and mailings to the media.Second, publicity has greater longevity thanadvertising. An article about your businesswill be remembered far longer than an ad.
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Coverage Contribution
Commonality
Complementary◦ Promotion and advertising
Versatility◦ For different group of consumer
◦
Multiple information provision◦ Broad information provision
Cost
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IM riteria TV Print SalesPromotion
Sponsorship
Interactive
CoverageBreadthDepth
++++
+++
++++
+++++
++++
Contribution +++ +++ +++ +++ +++
Commonality +++ ++ ++ + +++
Complementary
+++ +++ +++ +++ +++
Versatility + ++ + + +++
Cost +++ +++ +++ +++ +++
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