6
Integrating
Marketing
Communications
To Build Brand
Equity
Dr.Ir. P. Philips Kembaren MBA
Reference: Strategic Brand Management, 4th Ed, Global Ed., Kevin L. Keller
Preview
Previous Now Content
The Preceding This chapter Marketing communications are
Chapter describe considers the final the means by which firms
how various , and perhaps the attempt to inform, persuade,
marketing most flexible and remind consumers—
activities and elements of directly or indirectly—about the
product, price and marketing brands they sell
distribution programs. It represents the voice of the
strategies can brand and are a means by
contribute to which the brand can establish a
brand equity. dialogue and build relationship
with costumers
The New Media Environment
– Traditional advertising media such as TV, radio, magazines, and
newspapers seem to be losing their grip on consumers.
– Marketers pour $18 billion into Internet advertising in 2005. While Web
advertising jumped 20% during this time, spending for TV ads remained
flat.
Simple Test for
Marketing Communications
Information Processing Model of Communication
1. Exposure: A person must see or hear the communication.
2. Attention: A person must notice the communication.
3. Comprehension: A person must understand the intended message
or arguments of the communication.
4. Yielding: A person must respond favorably to the intended message
or arguments of the communication.
5. Intentions: A person must plan to act in the desired manner of the
communication.
6. Behavior: A person must actually act in the desired manner of the
communication.
How fragile is the whole communication process ?
Assume that probability of each 6 steps being successfully accomplished is 50%
The laws of probability suggest that the kielihood of all 6 steps succesfully occurring , assuming
they are independent events is 0.5 x 0.5 x0.5 x0.5 x0.5 x0.5 = 1.5625 %
To increase the probability of marcomm success, forexample form
advertising standpoint Ideal Ad Campaign should ensure : that :
– The right consumer is exposed to the right message at the right place and at the right time
– The creative strategy for the advertising causes the consumer to notice and attend to the ad but
does not distract from the intended message.
– The ad properly reflects the consumer’s level of understanding about the product and the brand.
– The ad correctly positions the brand in terms of desirable and deliverable points-of-difference
and points-of-parity.
– The ad motivates consumers to consider purchase of the brand.
– The ad creates strong brand associations to all of these stored communication effects so that
they can have an effect when consumers are considering making a purchase.
Marketing Communications Options
– Advertising
– Promotions
– Event marketing and
sponsorship
– Public relations and
publicity
– Personal selling
Advertising
– A powerful means of creating strong,
favorable, and unique brand associations
and eliciting positive judgments and
feelings
– Controversial because its specific effects
are often difficult to quantify and predict
– Nevertheless, a number of studies using
very different approaches have shown
the potential power of advertising on
brand sales.
Category of Advertising
– Television
– Radio
– Print
– Direct response
– Interactive: websites, online ads Mobile marketing
– Place advertising:
– Billboards; movies, airlines, and lounges; product placement; and
point-of-purchase advertising
Promotions
– Short-term incentives to encourage trial or usage of a product or service
– Marketers can target sales promotions at either the trade or end consumers
– Consumer promotions
– Consumer promotions are designed to change the choices, quantity, or timing of
consumers’ product purchases.
– Trade promotions
– Trade promotions are often financial incentives or discounts given to retailers, distributors,
and other members of the trade to stock, display, and in other ways facilitate the sale of a
product.
Event Marketing
and Sponsorship
– Event marketing is public sponsorship of
events or activities related to sports, art,
entertainment, or social causes.
– Event sponsorship provides a different
kind of communication option for
marketers. By becoming part of a special
and personally relevant moment in
consumers’ lives, sponsors can broaden
and deepen their relationship with their
target market.
Public Relations and Publicity
– Public relations and publicity relate to
a variety of programs and are
designed to promote or protect a
company’s image or its individual
products.
– Buzz Marketing
Occasionally, a product enters the
market with little fanfare yet is still
able to attract a strong customer base.
Personal Selling
– Personal selling is face-to-face interaction with one or more
prospective purchasers for the purpose of making sales
– The keys to better selling
– Rethink training
– Get everyone involved
– Inspire from the top
– Change the motivation
– Forge electronic links
– Talk to your customers
Marketing
Communication
Option
Integrated Marketing Communications
(IMC)
– The “voice” of the brand
– A means by which it can establish a dialogue and build
relationships with consumers
– Allow marketers to inform, persuade, provide incentives, and
remind consumers directly or indirectly
– Can contribute to brand equity by establishing the brand in
memory and linking strong, favorable, and unique associations
to it
Developing IMC
Programs
Mixing communication options
– Evaluate all possible
communication options available
to create knowledge structures
according
– to effectiveness criteria as well as
cost considerations.
– Different communication options
have different strengths and can
accomplish different objectives.
– Determine the optimal mix
Integrated Marketing Plan
Evaluating IMC Programs
– Coverage: What proportion of the target audience is
reached by each communication option employed?
How much overlap exists among options?
– Cost: What is the per capita expense?
IMC Audience Communication Option Overlap
Audience
Communication
Option A
Communication Communication
Option C Option B
Note: Circles represent the market segments reached by various communication options
Shaded portions represent areas of overlap in communication option.
Evaluating IMC Programs (cont.)
– Contribution: The collective effect on brand equity in terms of
– enhancing depth and breadth of awareness
– improving strength, favorability, and uniqueness of brand associations
– Commonality: The extent to which information conveyed by
different communication options share meaning
Evaluating IMC Programs (cont.)
– Complementarity: The extent to which different
associations and linkages are emphasized across
communication options
– Versatility: The extent to which information contained
in a communication option works with different types
of consumers
– Different communications history
– Different market segments
IMC Example : Domino’s AnyWare
– Pizza restaurant chain Domino’s created the “AnyWare”
campaign to help people order food in more convenient ways.
Domino’s AnyWare allows customers to order with a tweet, a
text, Ford Sync, smart televisions and smart watches.
– The idea was possible because two years prior to AnyWare,
Domino’s established Pizza Profiles, which save customers’
payment information, addresses and an Easy Order. The Easy
Order is a customer’s favorite food order that includes
preferred payment method, order type (delivery or carryout)
and address or favorite store.
– Domino’s deployed press releases, a national television
campaign and more to drive customers to
AnyWare.Dominos.com, where they can learn about new ways
to order. This successful campaign led to the following results,
according to Shorty Awards, a social media awards show.
IMC Example : Domino’s AnyWare
– The AnyWare campaign generated 2 billion
earned media impressions, including segments
on Jimmy Fallon, Ellen and the Today Show.
– The AnyWare website received more than
500,000 visits.
– The AnyWare television campaign, which ran
during the entire third quarter in 2015,
generated 10.5 percent year-over-year sales
growth.
– The AnyWare campaign helped Domino’s
achieve its goal of having half of all orders be
made digitally.
– Quote graphic with icons representing the
following marketing channels: email, mobile,
laptop/browser and chat.
Marketing Communication Guidelines
– Be analytical: Use frameworks of consumer behavior and
managerial decision making to develop well-reasoned
communication programs
– Be curious: Fully understand consumers by using all forms of
research and always be thinking of how you can create added
value for consumers
– Be single-minded: Focus message on well-defined target
markets (less can be more)
– Be integrative: Reinforce your message through consistency
and cuing across all communications
Marketing Communication Guidelines (Cont.)
– Be creative: State your message in a unique fashion; use
alternative promotions and media to create favorable, strong,
and unique brand associations
– Be observant: Monitor competition, customers, channel
members, and employees through tracking studies
– Be realistic: Understand the complexities involved in marketing
communications
– Be patient: Take a long-term view of communi- cation
effectiveness to build and manage brand equity
Search Engine Optimization - SEO
The Marketing Department of the Future
