1. MARKETING COMMUNICATIONS & BRAND EQUITY
Chapter 6

2. 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?

3. 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

4. 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

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

6. 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

7. 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

8. 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

9. 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)

10. 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.

11. 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

12. 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

13. 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

14. 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

15. Flashback
BTV
Radio Bangladesh

16. Today…..

17. 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

18. 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

19. 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

20. 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