Advertising and Promotion Assignmet 2

8/12/2019 Advertising and Promotion Assignmet 2

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Advertising & promotion Assignment 2- Mohsin Shaikh

Individual Student Record of Grading Outcomes(To be completed by student while submitting the assessment and by the faculty when reporting

the outcome of the students work)

SECTION A: TO BE FILLED BY THE STUDENT

Student Name: Mohsin Shaikh

Unit Name : Advertising and Promotions Term:April- June 2013

Assignment Title : Integrated Promotional Strategy

Due Date: 19/06/2013 Date Submitted : (i f di fferent)

Student Declaration: By submitting the assessment electronically or in print, I confirm that this is

my own work and that I have not plagiarised any part of it. I have also noted the assessment

criteria and pass mark. I declare that the work I am submitting for assessment contains no

sections copied in whole or in part from any other sources, unless it is explicitly identified by

means of quotation mark or in case of very long quotations, by means of wholly indented

paragraphs.

You are working as a Product Manager for a XYZ company and are responsible for the

launch, marketing and promotion of a new brand (product/services). The jobrequires you to handle a variety of tasks, the following questions reflectassociated responsibilities, so carefully read and answer:

1. Describe branding and discuss how you would handle relevant aspects;such as, brand identity & name selection, brand positioning &development etc; and the specific efforts towards building your brand inorder to strengthen your business. (LO2, Assessm entcrit eria 2.2)

2. Explain the role and significance of advertising in the integratedpromotional strategy for your product. (LO2, As sessm ent cri ter ia 2.1)

3. Briefly discuss and evaluate the role & significance of some primary andother belowthe- line (BTL) promotional techniques; also explain how youwould incorporate the ones relevant to your product in your integratedpromotional strategy. (LO3, Assessm entcrit eria 3.1 & 3.2)

4. Explain in detail the advertising objectives and process of creating andexecuting the advertising message for your brand; also the work


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arrangements with the advertising agency. (LO2, Assessm ent cr i ter ia2.3 & 2.4)

1. Describe branding and discuss how you would handle relevant aspects;such as, brand identity & name selection, brand positioning & developmentetc; and the specific efforts towards building your brand in order tostrengthen your business. (LO2, Assessm ent cri ter ia 2.2)

Answers:

Branding is more than just a business buzzword. It has become the crux of

selling in the new economy. If the old marketing mantra was," Nothing happensuntil somebody sells something," the new philosophy could be" Nothing happensuntil somebody brands something."

In its simplest form, a brand is a noun. It is the name attached to a product orservice. However, upon close inspection, a brand represents many moreintangible aspects of a product or service: a collection of feelings and perceptionsabout quality, image, lifestyle and status. It creates in the mind of customers andprospects the perception that there is no product or service on the market that isquite like yours. In short, a brand offers the customer a guarantee and thendelivers on it.

You might infer, then, that if you build a powerful brand, you will in turn be able tocreate a powerful marketing program. However, if you can't convince customersthat your product is worthy of purchasing, no amount of advertising dollars, fancypackaging or public relations will help you achieve your sales goals. Therefore,successful branding programs begin with superior products and services, backedby excellent customer service that permeates an entire organization.


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Every business wants to be a customer's first choice. Building and managing abrand can play a significant part in making that happen.The concept of a brand extends far beyond just your company logo to yourbusiness' core values and to every interaction you have with customers andsuppliers. In effect, your brand creates and maintains yourreputationand so

reflects your customers' experienceof your organisation.Customers and employees can build up emotional attachments to certain brands,allowing for strong loyalties and even a sense of ownership. This can helpmaintain employee motivation and increase your sales but it can also causeproblems if you don't consult these stakeholders as your business grows.

Your brand is what you are really selling to your customers, not just a product orservice for which there may already be many existing providers. A strong brandcan make any business stand out from the crowd, particularly in competitivemarkets.

This guide shows you how to create a brand, how to budget for it and how tomanage it.

First steps for creating a brand Building your brand Managing your brand Reviewing your brand Growth opportunities Budgeting for a brand Ten tips on branding

FIRST STEPS FOR CREATING A BRAND

Successful branding is about promoting your strengths. Start by thinking aboutwhat you'regood atand what you believe inas a business. For example:

particular skills - such as excellence in design high-quality customer service providing the best value for money in your marketplace innovation - perhaps in a niche market

You need to be sure that you can always deliver your promises using yourstrengths, sometimes referred to as "brand values".What customers want

You also need to match these brand values to your customers' requirements.What drivesyour customers? What makes them buy? In most cases, it's notonly about price or performance.

Ask existingcustomers what they like about doing business with you. Andasking potentialcustomers what they look for in their buying decisions can alsogive you useful information to help developyour business - and your brand.
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If your brand values are in line with what existing and potential customers look forwhen they're buying, you've got the beginnings of a useful brand and you'reready to start building it.

But if they're not, you'll probably need to reconsidereither the benefits you offer

to your present customers or whether you're targeting the right people.For example, a clothing store that has high fashion as a brand value cancapitalise on it if its customers and potential customers want to buy the trendiestgear. But if its customer base is made up of pensioners, it's unlikely those brandvalues will be in line with its customers' buying needs.

What your employees should know

Create a document containing your core company values and benchmarks forhow you want to operate and be seen to operate. It should encapsulate thepurpose of your business and why you think you are different from yourcompetitors. Communicate this to your employees to ensure you are all working

towards the same aims, and review it regularly.

BUILDING YOUR BRAND

If you want to build and maintain a strong brand, you'll need to focus on whatyour customers want and how you can guarantee to deliver it. You'll need to beconsistent in your service and every other point of contact customers have withyou - for example phone calls, letters, emails, etc.

Once you've defined your brand values and your customers' needs you can startto build your brand byconsistently communicatingyour brand values.Tell your customers

Remember that every possible contactyou have with a customer or potentialcustomer needs to reinforce your brand values.Key areas to consider are:

your business name the names of your products or services any slogan you use your logo the style and quality of your stationery product pricing and packaging

your premises where and how you advertise how you and your employees dress how you and your employees behave your company website


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If all these are consistently in line with your brand values, your brand willbe strengthened. But if all of them aren't in line, your brand - and your business- could be seriously damaged. A brand makes promises to customers and if theyaren't fulfilled, your customers will be far less likely to buy again.For example, Delightful Jewellery's "Elegant" range may be beautifully produced,

stylishly packaged and glamorously advertised in glossy magazines. Its brandvalues could be "classy, special, elegant". But if staff are rude or unprofessionalon the phone, customers won't think about Delightful Jewellery's elegance -they'll think about its staff's rudeness. As a result the brand -and possibly thebusiness - will be undermined.

Your logo can be of particular significance to customers. You should create apolicy on its usage, ensuring it is used consistently and its quality is alwaysmaintained. This acts as a reassurance when customers are considering buyingyour products or receive them after purchase. Your logo can act as an initialguarantee of quality in these circumstances.

Similarly, ensure that you consider the design and quality of your invoices andreceipts, which can often be the last stage in an interaction with a customer. Thiscan affect their willingness to give you repeat custom and even to pay on time.

MANAGING YOUR BRANDIt's a good idea to get one person to take responsibility for your brand strategy - ifyou can't do it yourself, appoint a qualified employee instead.

All of your employees will play a crucial part in managing your brand becausehow they act has a powerful impact on what customers and your own staff thinkof your business. If your employees believe in what your brand stands for, their

actions will provide effective evidence of it when they are dealing with colleaguesand customers.

Keep employees involved by setting up a suggestion scheme, or regularlytaking the time to discuss your brand and how your business is performing.Continually reinforce the message that what they do is important and explainwhy. Make sure they know that breaking the promises to customers that yourbrand makes - even just once - can damage the brand and your business.

Outside your business

Get regular feedbackfrom satisfied customers to check that your business is

consistently delivering on the promises your brand makes. Ask dissatisfiedcustomers or former customers as well - you can gain valuable, and sometimesmore honest, information from them about how your brand is perceived. Honestand constructive criticism can help you see where there's room for improvement.Remember that customers change too. See the page in this guide on reviewingyour brand for details of how regular reviews help you ensure that your brand stillmatches their needs and preferences. Even the most traditional and well-established brands have to work hard to stay relevant to their customers.


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REVIEWING YOUR BRANDA successful brand will remain so as long as you and your staff maintain itsvalues in the eyes of your customers.

When reviewing your brand, remember that your customers and employees will

have often built up an emotional attachment to it, and even feel a sense ofownership of it.

It is therefore critical that any changes you make are sensitive to their existingrelationship with your brand. Use your findings from consultations with yourcustomers, suppliers and employees to assess the wider perception of yourbrand.

If there are any problems with your customers' experiences, don't be tempted tojust change your logo (often mistakenly referred to as a "rebrand") to solve them.This is an expensive process and would not solve the problems, if they arecentred on failings in your systems or staff training, for example.

Remember that your brand represents the whole customer experience, not justyour signage or stationery, and cannot be changed overnight. You shouldregularly review your customers' experiences of your business. This will providean early indication of any elements of your brand that are underperforming.Prompt action to correct this underperforming element can save a lot of moneyand negate the need to rebrand your whole business.

GROWTH OPPORTUNITIES

The reviewing process can often give you an indication of areas into which youcan expand your business. However, it is equally important to use the findings

from your review to check if your brand can withstand being stretched to otherproducts or services. For example, if you find that customers strongly associateyour brand with particular products, it may be wise to introduce new productsunder a sub-brand, which may include a different logo.

To grow your business, you should encourage innovation and the developmentof your products and services. This will help you to stay ahead of yourcompetitors and respond to the changing needs of your customers. However,your brand should always underpin your core values and provide customers witha consistent and reliable experience. Your brand may therefore becomesynonymous with innovation, but in itself may never change.

BUDGETING FOR A BRANDAs your brand should encompass most areas of your business, from stationery tohow you deliver your product or service to customers, it can be difficult to definea budget for building and maintaining it.

But it's a good idea to set a budget, otherwise it's easy to spend moneyunnecessarily. A budget will focus the mindand force you to prioritiseyour


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spending on your branding effort. Before you spend any money, make sure whatyou propose to spend will help deliver your promises and promote your brandvalues.The key areasyou could budget for are:

design needs, such as a logo, signage, business stationery or product packaging

your premises your advertising time you'll need to spend with employees to make sure they understand your

brand any resources you'll have to provide for employees to enable them to carry out

what the brand promises, e.g. customer service costs keeping your company website updated

You don't need to do everything at once. As long as employees understand anddeliver what your brand promises, it stands a good chance of success.

You can create stationery, logos, packaging and advertising quite cheaply if the

budget is tight. However, it is a good idea to think about your future growth whendevising your image as changing it later can prove costly. You may also find thatcustomers and employees will have already built up a relationship with yourbrand, which can then make it more problematic to change.

TEN TIPS ON BRANDING

To build a successful brand you should:

Focus on what your business achieves for its customers. Your brand is no goodto you if it isn't delivering what customers want.

Take ownership of your brand. Pay attention to customers' needs, but you should

still control what you want your brand to mean to them. Be honest. If you don't believe in your brand, no one else will. Keep your brand simple by focusing on a small number of key brand values. Be consistent. Every aspect of your business should make customers feel the

same way about you. Be thorough. Look at all your systems to make sure they help to support your

brand. Involve employees. Make sure they understand your brand and believe in it. Communicate your brand. Make sure every advertisement, brochure and letter

helps reinforce the same message. If you have a logo, use it everywhere, butmake sure the quality is consistent.

Meet and exceed what your brand promises. Failing, just once, will damage yourbrand. Manage your brand. Continually look for opportunities to make improvements.

And don't be afraid to make changes to reflect shifts in the way you do businessor new trends in your marke


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Q2 Explain the role and significance of advertising in the integrated

promotional strategy for your product.

Strategy aimed at unifying differentmarketingmethods such asmass

marketing,one-to-one marketing,anddirect marketing.Itsobjective is to

complement and reinforce themarketimpact of each method, and to employthemarket data generated by these efforts inproduct

development,pricing,distribution,customer service,etc

The importance of a marketing strategy is that it helps a company create,

communicate and deliver value to target consumers, using the tools of

promotion, product, price and distribution. The importance of a promotional

strategy is that it enables marketers to determine the most effective

communication vehicles, which may include advertising, sales promotion,

personal selling and/or public relations.

Deciding on a marketing communications strategy is one of the primary roles ofthe marketing manager and this process involves some key decisions about whothe customer is, how to contact them, and what the message should be. Thesequestions can be answered using a three stage process, which is equallyrelevant for all elements of the marketing mix:

SegmentationDividing the marketing into distinct groups

Targeting

Deciding which of these groups to communicate with, and how to talk to them

PositioningHow the product or brand should be perceived by the target groups

MessagingDelivering a specific message in order to influence the target groups

1. SEGMENTATION

Dividing potential customers into discrete groups is vital if you want to increasethe success rate of any communications message. If you don't know who you aretalking to, it's unlikely you will get much of a response. Who are the potentialcustomers? How many sub-groups should you divide them into? How do thesegroups differ? Hopefully, most of this information will be readily available fromyour market research.

Once you have an idea of the customer, you should further drill down to explorethem in more detail.
http://www.investorguide.com/definition/strategy.htmlhttp://www.investorguide.com/definition/marketing.htmlhttp://www.businessdictionary.com/definition/method.htmlhttp://www.businessdictionary.com/definition/mass-marketing.htmlhttp://www.businessdictionary.com/definition/mass-marketing.htmlhttp://www.businessdictionary.com/definition/one-to-one-marketing.htmlhttp://www.investorwords.com/1447/direct_marketing.htmlhttp://www.investorwords.com/2656/its.htmlhttp://www.businessdictionary.com/definition/objective.htmlhttp://www.businessdictionary.com/definition/market.htmlhttp://www.businessdictionary.com/definition/impact.htmlhttp://www.investorwords.com/11690/market_data.htmlhttp://www.investorguide.com/definition/product-development.htmlhttp://www.investorguide.com/definition/product-development.htmlhttp://www.investorguide.com/definition/pricing.htmlhttp://www.businessdictionary.com/definition/distribution.htmlhttp://www.businessdictionary.com/definition/customer-service.htmlhttp://www.marketing-made-simple.com/articles/promotional-strategy.htm#1http://www.marketing-made-simple.com/articles/promotional-strategy.htm#2http://www.marketing-made-simple.com/articles/promotional-strategy.htm#3http://www.marketing-made-simple.com/articles/promotional-strategy.htm#4http://www.marketing-made-simple.com/articles/promotional-strategy.htm#4http://www.marketing-made-simple.com/articles/promotional-strategy.htm#3http://www.marketing-made-simple.com/articles/promotional-strategy.htm#2http://www.marketing-made-simple.com/articles/promotional-strategy.htm#1http://www.businessdictionary.com/definition/customer-service.htmlhttp://www.businessdictionary.com/definition/distribution.htmlhttp://www.investorguide.com/definition/pricing.htmlhttp://www.investorguide.com/definition/product-development.htmlhttp://www.investorguide.com/definition/product-development.htmlhttp://www.investorwords.com/11690/market_data.htmlhttp://www.businessdictionary.com/definition/impact.htmlhttp://www.businessdictionary.com/definition/market.htmlhttp://www.businessdictionary.com/definition/objective.htmlhttp://www.investorwords.com/2656/its.htmlhttp://www.investorwords.com/1447/direct_marketing.htmlhttp://www.businessdictionary.com/definition/one-to-one-marketing.htmlhttp://www.businessdictionary.com/definition/mass-marketing.htmlhttp://www.businessdictionary.com/definition/mass-marketing.htmlhttp://www.businessdictionary.com/definition/method.htmlhttp://www.investorguide.com/definition/marketing.htmlhttp://www.investorguide.com/definition/strategy.html


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What are their media consumption habits? What are their expectations andaspirations? What are their priorities? How much disposable income do theyhave? What are their buying habits? Are they likely to have children? How manyholidays do they take a year? How much money do they give to charity? Howcan you help them?

This information can be obtained in a variety of ways, from commissioning aspecialist market research agency, to examining sales patterns or social mediainteractions.

Commonly used market research methods include:

Sales analysis and buying patterns Questionnaires Desk research Website statistics, especially social media

Focus groups Face-to-face interviews Specialist market research companies

Once you have built up an accurate picture of your customer, it's time to get theirattention

2. TARGETING

For the purposes of advertising, targeting is the process of communicating withthe right segment(s) and ensuring the best possible response rate. The methods

you use to target your audience must relate to your marketing plan objectives -are you trying to generate awareness of a new product, or attract business awayfrom a competitor?

METHODS OF MARKETING COMMUNICATIONS

Advertising is just one element of the marketing communication arsenal, whichcan be divided into the following areas:

ADVERTISINGA MASS MEDIA APPROACH TO PROMOTION

Outdoor Business directories Magazines / newspapers TV / cinema Radio Newsagent windows


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SALES PROMOTION - PRICE / MONEY RELATED COMMUNICATIONS

Coupons Discounts Competitions

Loyalty incentives

PUBLIC RELATIONS - USING THE PRESS TO YOUR ADVANTAGE

Press launches PR events Press releases

PERSONAL SELLING ONE TO ONE COMMUNICATION WITH A

POTENTIAL BUYER

Salesmen Experiential marketing Dealer or showroom sales activities Exhibitions Trade shows

DIRECT MARKETING - TAKING THE MESSAGE DIRECTLY TO THE

CONSUMER

Mail order catalogues

Bulk mail Personalised letters Email Telemarketing Point of sale displays Packaging design

DIGITAL MARKETING NEW CHANNELS ARE EMERGING CONSTANTLY

Company websites Social media applications such as Facebook or Twitter

Blogging Mobile phone promotions using technology such as bluetooth YouTube E-commerce

DECIDING WHICH MEDIA CHANNEL TO USE


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In nature, evolution occurs most rapidly when competition for resources isintense. The same process is now occurring with promotional media. Alltraditional media channels are now saturated, and competition for consumerattention is intense. At the same time, the impact of any one medium is becomingdiluted. There are many more TV and radio channels, consumer have the ability

to skip adverts and free information is now much more accessible. As a result,companies are becoming increasingly innovative in their approach tocommunications and a host of new media channels have emerged. As a result,media choice is becoming a tricky task, which is why detailed segmentation is soimportant - it's no use starting a Twitter campaign if none of your target marketare regular users of the site.

Highly targeted communications often lead to better results. You can usuallyexpect a response rate of under 1% for a relatively generic mass mailing.However, personal letters to a handful of your most loyal customers would leadto a dramatically increased rate of return. When deciding which media to use

consider the reach, frequency, media impact and what you can expect for yourbudget but most of all, ensure your target customer will see the message in thefirst place.

Media choice is a matter of compromise between volume of people versus thepersonalisation of the message.

Q3 Briefly discuss and evaluate the role & significance of some primaryand other below the- line (BTL) promotional techniques; also explain howyou would incorporate the ones relevant to your product in your integratedpromotional strategy. (LO3, Assessmen t cri ter ia 3.1 & 3.2)

Below the line sales promotionBelow the line sales promotions are short-term incentives, largely aimed atconsumers. With the increasing pressure on the marketing team to achievecommunication objectives more efficiently in a limited budget, there has been aneed to find out more effective and cost efficient ways to communicate with thetarget markets. This has led to a shift from the regular media based advertising.In other words, below-the-line sales promotion is an immediate or delayedincentive to purchase, expressed in cash or in kind, and having only a short termor temporary duration.

Below the Line uses less conventional methods than the usual specific channelsof advertising to promote products, services, etc. than Above the Line strategies.These may include activities such as direct mail, public relations and salespromotions for which a fee is agreed upon and charged up front. Below the lineadvertising typically focuses on direct means of communication, most commonlydirect mail and e-mail, often using highly targeted lists of names to maximizeresponse rates.


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Another interesting and very effective BTL is Ssop Intercept. Trained salespersonnel, often young women, are deployed at Retail Stores, near the shelvesof targeted products. These young women convince customers visiting theseshelves about the better aspects of their brand compared with others. This isideal for new launches as it generates trials, which if successful result in repeat

sales.

In addition,above the line is much more effective when the target group is very

large and difficult to define. But if the target group is limited and specific, it is

always advisable to use BTL promotions for efficiency and cost-effectiveness.

Say, for example, if a pen manufacturer is going to promote its product, it may

take the ATL route, but if a company manufactures computer UPS, it will certainly

take the BTL route, as the target group is very limited and specific.

More recently, agencies and clients have switched to an 'Integrated

Communication Approach.' BTL is a common technique used for "touch and feel"

products (consumer items where the customer will rely on immediate information

rather than previously researched items). BTL techniques ensures recall of the

brand while at the same time highlighting the features of the product.

Explain in detail the advertising objectives and process of creating andexecuting the advertising message for your brand; also the workarrangements with the advertising agency. (LO2, Assessmen t cri ter ia 2.3 &2.4)

Objectives of Advertising

Four main Objectives of advertising are:

i. Trialii. Continuityiii. Brand switchiv. Switching back

Lets take a look on these various types of objectives.

1. Trial:the companies which are in their introduction stage generally workfor this objective. The trial objective is the one which involves convincingthe customers to buy the new product introduced in the market. Here, theadvertisers use flashy and attractive ads to make customers take a lookon the products and purchase for trials.


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2. Continuity:this objective is concerned about keeping the existingcustomers to stick on to the product. The advertisers here generally keepon bringing something new in the product and the advertisement so thatthe existing customers keep buying their products.

3. Brand switch:this objective is basically for those companies who want to

attract the customers of the competitors. Here, the advertisers try toconvince the customers to switch from the existing brand they are using totheir product.

4. Switching back:this objective is for the companies who want theirprevious customers back, who have switched to their competitors. Theadvertisers use different ways to attract the customers back like discountsale, new advertise, some reworking done on packaging, etc.

Basically, advertising is a very artistic way of communicating with the customers.The main characteristics one should have to get on their objectives are greatcommunication skills and very good convincing power.

The creative concept and the brand message must be consistent with each other

to meet the criteria of IMC. Consistency takes place at two levels: the strategic

level, where a brand's imagery, positioning, and identification are constant, and

the execution level, where the creative concept and the communication deliver

one message to the target audience. When marketers work from a consistent

brand strategy all the elements unite under one common themeThe Big Idea,

to execute the message. The message execution involves telling a story and also

focuses on the tone and style, words, pictures, and, of course, consistency. A

strong brand has a good story.

This philosophy of consistency serves many purposes. It unites different media

types, coordinates every consumer touch point, enhances execution, and

delivers more impact for the investment. By identifying and working with

elements of the brand identity, marketers can create messages that are unique

but retain the look and feel of the overall strategy.

By creating a consistent look and feel for the product, marketers achieve a clear

brand identity in the minds of the customers and prospects. The best examples

of the "one look..." philosophy are those communications in which, even when

you cover up the logo, you still can recognize the company.

Without creative brand consistency, marketers are left with conflicting and

contradictory brand communication with limited opportunity for creating customerloyalty and, in turn, profitable growth in sales performance.

Creative Message Execution

The execution of the brand message involves two sets of decisions:


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Decisions about the physical elements, which include words, sounds,music, photos, illustrations, costumes, settings, and lighting

Decisions about the structure, including layout, flow, and the form (i.e. howeverything comes together to deliver the message).

As the design and production team (writers, designers, and producers) seek toget customers' attention and create a memorable message, five decision areas

have to be considered:

Message storytelling Tone and style Words (copywriting) Pictures (art direction) Consistency

Each of the above areas is discussed in detail in your textbook; however, we will

briefly examine copywriting (words) and art direction (pictures) below.

Copywr i t ing

Copywriting is often called the language of advertising. As such, it is the process

of writing the copy (written or spoken) elements of an advertisement with the goal

of communicating, promoting, and selling the brand. It describes the product in a

unique, memorable way to motivate the target audience to take action to buy or

use the product.

The main purpose of copywriting is to influence and persuade the consumer to

buy a product or accept a certain point of view. Good copywriting demands a

response. Successful copywriting also causes prospective consumers to respond

to the offer. There are two types of copywriting: display copy and body copy.

The display copy, such as a headline, attracts the attention of the reader.

The body copycompletes the message, continuing the ideas introduced in the

display copy. It compliments the display copy by providing more information,

creating interest, establishing credibility, and building desire.

Examine the similarities and differences between copywriting for print and for

electronic media describe on pages 313 to 321 in your textbook.

Art Direct ionIn effective marketing communications, it is not just the words that communicate

the message but also the visuals. The visuals work together with the words to

present and communicate the Big Idea to the target audience.

Together they create association, catch the consumer's attention, enhance

memorability, add credibility to the message, and engage the consumer's interest


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as well as demonstrate how the product works. These factors help explain the

visual impact of the message.

Art direction is about the process of selecting and combining the visual elements

of the message with the verbal elements of the message. It has everything to do

with the look and feel of the brand and how it supports the image and themessage that is being communicated. Further, the visual is powerful in attracting

more awareness because people remember the visual before they remember the

word.

The Consistency Challenge

As discussed earlier, when marketers work from a consistent brand strategy, all

the elements unite under one common themeThe Big Idea. Your textbook

discusses various aspects of consistency and the challenges in maintaining

consistency when communicating brand messages. Figure 3.1 summarizes the

importance of consistency across the message creation and execution, which

reflects consistency in the brand image and positioning.

[d]

Figure 3.1: Creative message strategy, message execution and positioning.
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Advertising and Promotion Assignmet 2

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