1. How Brand Communication Works14
For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin

2. How Does Brand Communication Work?
Lecture Outline
How Does Brand Communication Work?
What Are Brand-Customer Touch Points?

3. Lecture Perspective Touchpoint
Everything, every person, and every message that touches a customer communicates something positive or negative about the organization
Touchpoint

4. Opening Case: HB Ice Cream+

5. Opening Case: HB Ice Cream
Challenge:
Answer:
Results:
To increase Irish ice cream consumption
To increase Irish ice cream consumption
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
75% of 15–24 target age group became aware of new logo
Similar campaigns now being used across Europe

6. How Does Communication Work?
Communication: Creating and sending a message to an individual or organization

7. Figure 4-1: How Brand Communication Works

8. Marketing Communication
Source
Source
Encoding
Encoding
Feedback
Messages
Messages
Media
Decoding
Decoding
Channels
Channels
Receiver
Noise
Receiver
Noise

9. TV Commercials Are One Way of Encoding a Brand Message+

10. Even a Building Serves as a Message For a Brand

11. 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. Think About It This Coke machine charges more on a hot day.
Would this change the way you think about Coke?

13. 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. Figure 4-3: Brand Touchpoints

15. Touchpoints Touchpoint Types Company Created Company Created
Customer-Initiated
Intrinsic
Intrinsic
Unexpected
Unexpected

16. IMC In Action: Volvo In Manila

17. IMC In Action: Volvo In Manila
Challenge:
Answer:
Results:
Subtly sell the Volvo brand in Manila
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
Volvo cars selling well in the area
The Volvo brand is now more appealing to a wider range of consumers

18. 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. Consumers Did Not Enjoy Commercials on ATM

20. Purposeful Dialogue Four R’s
Recourse: Easy access to those who can solve a problem
Recourse: Easy access to those who can solve a problem
Recognition: Company acknowledgement of purchases and the customer’s interaction history with the company
Recognition: Company acknowledgement of purchases and the customer’s interaction history with the company
Four R’s
Responsiveness: Customer satisfaction following a customer initiated company contact
Respect: Showing consideration and not hammering them with advertisements and messages in which they have little interest
Responsiveness: Customer satisfaction following a customer initiated company contact

21. 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

22. Bibliography Principles of Advertising & IMC by Tom Duncan 2nd
Edition, Published by McGraw-Hill Irwin.
Event Management For Tourism, Cultural, Business and Sporting Events by Lynn Van Der Wagen Brenda R. Carlos Published by Pearson Prentice Hall.
Advertising Principles and Practice by W. Wells, S.
Moriarty and J. Burnett, Published by Prentice Hall
International.
Integrated Marketing Communications by David
Pickton & Amanda Broderick Published by Prentice Hall.

23. "When a man is willing and eager, the Gods join in." - Aeschylus
The End:
"When a man is willing and eager, the Gods join in." - Aeschylus

24. HB ICE CREAM OLD LOGO +