Adman lecture 1
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Transcript of Adman lecture 1
Advertising Management
Opening Lecture
Lecture Objectives
• Explain the concept of brand
• Identify Marketing Communication tools used to develop brands
• Describe the importance of brand relationships and brand equity
• Discuss why branding is so important
What is a brand?
• Principles of Marketing definition– “a name, term, sign, symbol, or design…
intended to identify the goods or services of a seller…and to differentiate them from those of competitors.”
But it’s more than that
• A promise• Beliefs in your target’s mind about your
product or service• Driven by what your company says and
does• A relationship
Duncan on Brands
A perception resulting from experiences with, and information about, a company or line of products”
Why is branding so important?
• For the Consumer– Simplifies their decision making and reduces
risk– Provides benefits above and beyond the
product or service itself
• For the Producer– Provides a process to grow share, revenue,
and profit over the long-term– Provides a way to more easily make
business and creative decisions
Why is branding so important?
• For the Distributor/Retailer– Drives inventory turns and the profit per
transaction– Can help them position their own business
to reach a certain target audience
Proof in the Pricing
• Messaging and packaging so people are willing to pay more for similar core products or services– Toothpaste (Dove vs. Safeguard)– Coffee (Starbucks vs. Nescafe)
Characteristics of strong brands
• Based on deep consumer and market understanding
• Have a distinct, relevant, and credible position
Positioning is what we do to the mind (convince the market of the differences) – Physical (product itself or channel, personnel)– Psychological (image)
More Characteristics of Strong Brands
• Have a distinct brand personality
• Have engaging and compelling messaging consistently communicated
• Provide excellent delivery of promised benefits
• Maintain their relevance
Levels of Relationship Intensity
Aware of brand
Identify with brand
Feel connected with brand
Belong to brand community
Brand advocates
0% 100%
High intensity
(some are cult brands)
Marketing Communication
• Collective term for all the various types of planned messages used to build a brand-advertising, public relations, sales promotion, direct marketing, personal selling, packaging, events and sponsorships, and customer service.
Functional Areas of IMC
Customer Service
Customer Service
Events & Sponsorships
Events & Sponsorships
Publicity (Public Relations)
Publicity (Public Relations)
Sales Promotion
Sales Promotion
AdvertisingAdvertising Direct Marketing
Direct Marketing
PackagingPackaging Personal Selling
Personal Selling
Events & Sponsorships
Events & Sponsorships
Publicity (Public Relations)
Publicity (Public Relations)
Sales Promotion
Sales Promotion
AdvertisingAdvertising Direct Marketing
Direct Marketing
PackagingPackaging Personal Selling
Personal Selling
FunctionsFunctions
Functional Areas of MC
• Advertising- non-personal, paid announcements by an identified sponsor.
• Direct Marketing-an interactive, database-driven marketing communication process that uses a range of media to motivate a response from customers and prospects.
Functional Areas…Cont’d
• Public Relations- communication activities that help “an organization and its publics adapt mutually with each other”.
• Sales Promotion- short-term, added-value offer designed to motivate an immediate response.
Functional Areas…Cont’d
• Personal Selling- interpersonal communication in which a salesperson uncovers and satisfies the needs of a customer to the mutual benefit of both.
• Packaging- container and conveyor of information
Functional Areas…Cont’d
• Events- highly targeted brand-associated activities designed to actively engage customers and prospects and generate publicity.
• Sponsorships- financial support of an organization, person or activity in exchange for brand publicity and association.
Functional Areas…Cont’d
• Customer Service- a company’s attitude and behavior during interactions with customers.
Using IMC to Build Brands
• Planned (and unplanned) messages
• Formed by all customer “touch points”– Internal– External – Experience with the product
Integrated Marketing Communication (IMC)
• Process for planning, executing and monitoring the brand messages that create customer relationships.
• An ongoing process
Integration
• Combining separate parts to a unified whole
Synergy
• Outcome of integration which is the interaction of individual parts in a way that makes the integrated whole greater than the sum of its parts.
• 2+2=5
IMCBRAND MESSAGES
Communicated by advertising, sales promotion, direct
response, packaging, etc.
ONE AND TWO-WAY MEDIARadio, Print, TV, events,
sponsorships, mail, phone, internet, packaging. Etc.
CUSTOMERS’ BRAND EXPERIENCE
Evaluating and Planning
WEAK BRAND RELATIONSHIPS
Lose customers, sales and brand equity
STRONG BRAND RELATIONSHIPS
Increased sales, customers and brand equity
IMC Media
• The means by which the various types of marketing communication messages are sent and received
Traditional IMC Media
MailMail
NewspapersNewspapers
MagazinesMagazines
TelevisionTelevision RadioRadio
InternetInternet OutdoorOutdoor
MailMail
InternetInternet OutdoorOutdoor
MagazinesMagazines
NewspapersNewspapers
RadioRadioTelevisionTelevision
TelephoneTelephone
MediaMedia
What is the role of IMC in the marketing process?
Marketing & Promotions Process Model
The End
Thanks