MARKETING COMMUNICATIONS & BRAND EQUITY Chapter 6

Role of Marketing Communications Inform, Persuade and Remind Voice of the Brand Biggest evidence of the brand after the product itself Ability to elicit “differential response” for the brand 2. Desired Brand Knowledge 1. Current Brand Knowledge 3. Communication What is your desired brand knowledge? Have you defined optimum POD, POP and brand values? How does the comm. option help the brand get from current to desired knowledge with consumers? What is your current Brand Knowledge? Have you created a detailed mental map?

Information Processing Model Six Steps of William McGuire on desired effect of communication Exposure – seeing or hearing Attention – noticing Comprehension – understand the message Yielding – Favorable response Intentions – Desire to act Behaviour – Actual action Pitfalls Media plan failure to reach audience Boring: Non creative Lack of category knowledge False claims Lack of immediate perceived need Failure to recall

Information Processing Model - Desirables Right consumer exposed to right message at right place and time Creative strategy causes the person to notice the ad without distracting him from the central message The ad addresses consumers understanding of brand and product Delivery towards POD and POP The ad persuades the customer to purchase The ad gives instant recall to customer at point of purchase

Promotional Mix Advertising Public Relations Direct Marketing Point of purchase advertising Trade and consumer promotions Event sponsorships Concept of Activations Digital Media Personal Selling

Promotion mix Advertising Public Relations Direct Marketing Point of purchase advertising Trade and consumer promotions Event sponsorships Concept of Activations Digital Media Personal Selling Broadcast – TV, Radio, Cable Print – Magazine, Newspaper, Journals Cinema / Dramas Out-of-home Events sponsorship Digital – Internet and Mobile

Promotion mix Advertising Public Relations Direct Marketing Point of purchase advertising Trade and consumer promotions Event sponsorships Concept of Activations Digital Media Credibility Being “newsy” Press releases

Promotion mix Advertising Public Relations Direct Marketing Point of purchase advertising Trade and consumer promotions Event sponsorships Concept of Activations Digital Media Toll free numbers Response coupon mailers Tele-calls Permission based marketing

Promotion mix Advertising Public Relations Direct Marketing Point of purchase advertising Trade and consumer promotions Event sponsorships Concept of Activations Digital Media Shelf talkers Aisle Markers Shopping Card ads In-store radio / tv (Jumbo king)

Promotion mix Advertising Public Relations Direct Marketing Point of purchase advertising Trade and consumer promotions Event sponsorships Concept of Activations Digital Media Trade promos Deals and buying allowances PoP allowances Incentives/ contests Training Trade Shows Cooperative advertising Consumer promos samples Discounts Bonus packs Rebates…e.t.c.

Promotion mix Advertising Public Relations Direct Marketing Point of purchase advertising Trade and consumer promotions Event sponsorships Concept of Activations Digital Media Sports Arts Entertainment Fairs and Festivals Cause Related

Promotion mix Advertising Public Relations Direct Marketing Point of purchase advertising Trade and consumer promotions Event sponsorships Digital Media Local Area Marketing Engaging vs. Intruding Intended to bring about change in behaviour Uses local media to promote an activity related to the brand

Promotion mix Advertising Public Relations Direct Marketing Point of purchase advertising Trade and consumer promotions Event sponsorships Digital Media Internet Banners – CPC and CPM Search – Sponsored and organic Custom Sites Gaming (eg Second life) Social Media and Blogs Mobile Sms and value added serv. Content

Characteristics of each medium Television Audio + video High reach and impact …. More Radio Brand must be identified early and often Benefit must be mentioned early and repeated Newspapers Magazines Direct Response Outdoors

Flashback BTV Radio Bangladesh

Today…..

Need for integrated media Media usage is far more fragmented Urban populace is spending more time out-of-home Customers are well informed. Information travels fast The retail marketplace is getting organized Technology is becoming more and more user friendly Internet and Mobile show promising prospects

Case Study – Women Horlicks Brand Challenge – The change needed The new Target audience – Working Woman TV commercial with Konkona Sen Website – Indianwomenshealth.com Events sponsorship – Woman’s day event – Yami “Micronutrients recommended by WHO” “no added sugar. Less fat” Doctor’s contact programme

Matching communication options Coverage – proportion of Audience reached Contribution – ability to create desired response Commonality – consistency across media Complementarity-Whether it matches the product criteria and the brand Versatility-flexibility Cost

Guidelines for Integrated Communications Analytical – consumer behavior Curious – understand what's of value to customers Single – minded Integrative – consistency in message Creative Observant – keep track Patient – long- term Realistic Be