1. For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin How Brand Communication Works

2. For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin  How Does Brand Communication Work?  What Are Brand-Customer Touch Points? Chapter Outline

3. For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Chapter Perspective Everything, every person, and every message that touches a customer communicates something positive or negative about the organization Touchpoint

4. For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Opening Case: HB Ice Cream

5. For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin An IMC program for the HB brand, focusing on “togetherness” theme: New logo TV spot creating a “Love Weekend” Newspaper ad tie-ins On-street promotions An IMC program for the HB brand, focusing on “togetherness” theme: New logo TV spot creating a “Love Weekend” Newspaper ad tie-ins On-street promotions To increase Irish ice cream consumption 75% of 15–24 target age group became aware of new logo Similar campaigns now being used across Europe 75% of 15–24 target age group became aware of new logo Similar campaigns now being used across Europe An IMC program for the HB brand, focusing on “togetherness” theme: New logo TV spot creating a “Love Weekend” Newspaper ad tie-ins On-street promotions An IMC program for the HB brand, focusing on “togetherness” theme: New logo TV spot creating a “Love Weekend” Newspaper ad tie-ins On-street promotions To increase Irish ice cream consumption Opening Case: HB Ice Cream Challenge: Answer: Results:

6. For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin How Does Communication Work? Communication: Creating and sending a message to an individual or organization

7. For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Figure 4-1: How Brand Communication Works

8. For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Decoding Messages Channels Source Encoding Receiver Noise Feedback Decoding Receiver Noise Channels Messages Encoding Source Marketing Communication Media

9. For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin TV Commercials Are One Way of Encoding a Brand Message

10. For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Even a Building Serves as a Message For a Brand

11. For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Insight: Products As Media Product themselves—both goods and services—also perform as media because they carry brand messages. An example is a DVD of a Disney movie. The DVD is an entertainment product, but it is also a medium that carries the Disney brand name and says something about Disney.

12. For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Think About It This Coke machine charges more on a hot day. Would this change the way you think about Coke?

13. For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Tales From the Real World When a brand message generates no feedback from consumers it is really providing some form of input. In the real world, smart organizations don’t believe in the “no news is good news” philosophy. They are proactive and immediately begin research with consumers to find out what they are thinking about brand messages—and why they are not responding.

14. For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Figure 4-3: Brand Touchpoints

15. For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Company Created Intrinsic Unexpected Customer- Initiated Company Created Unexpected Intrinsic Touchpoints Touchpoint Types

16. For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin IMC In Action: Volvo In Manila

17. For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Create a new type of Volvo dealership: Coffee café Local bank Concerts and lectures Volvo cars and accessories Create a new type of Volvo dealership: Coffee café Local bank Concerts and lectures Volvo cars and accessories Subtly sell the Volvo brand in Manila Create a new type of Volvo dealership: Coffee café Local bank Concerts and lectures Volvo cars and accessories Create a new type of Volvo dealership: Coffee café Local bank Concerts and lectures Volvo cars and accessories Subtly sell the Volvo brand in Manila Volvo cars selling well in the area The Volvo brand is now more appealing to a wider range of consumers Volvo cars selling well in the area The Volvo brand is now more appealing to a wider range of consumers IMC In Action: Volvo In Manila Challenge: Answer: Results:

18. For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Insight: Service Touchpoints In most organizations service people do not report to the marketing department, but rather to some other area, such as human resources, operations, etc. Nevertheless, one negative service message can more than counter the effects of dozens of positive, planned messages produced by marketing. In an integrated program, marketing works with operations and other departments to minimize negative service messages and create synergy between the planned and service messages for greater impact.

19. For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Consumers Did Not Enjoy Commercials on ATM

20. For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin R ecourse: Easy access to those who can solve a problem R ecognition: Company acknowledgement of purchases and the customer’s interaction history with the company R esponsiveness: Customer satisfaction following a customer initiated company contact R espect: Showing consideration and not hammering them with advertisements and messages in which they have little interest R ecourse: Easy access to those who can solve a problem R ecognition: Company acknowledgement of purchases and the customer’s interaction history with the company R esponsiveness: Customer satisfaction following a customer initiated company contact Purposeful Dialogue Four R’s

21. For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Final Note: Sticky Communication IMC encourages the creation of messages that involve consumers for a longer time… …and that can be facilitated by new two- way communication technologies that foster a purposeful dialogue, including: Web site instant messaging and feedback 800 number interactions