IMC for Brand Equity and

Positioning
 IMC is designed to:
 Affect behavior
 Use all forms of contacts
 Start with the customer
 Achieve synergy
 Build relationships
Information Processing Model
 Exposure - see or hear ad
 Attention - pause to notice ad
 Comprehension - get message
 Intention - will purchase
 Behavior - purchase
 Advertising Strategy Step 1
Define positioning - attributes &
benefits
• Points of parity- necessary/
competitive
• Points of difference - desirable/
deliverable
 Advertising Strategy Step 2
Identify creative strategy to
communicate positioning
• Informational - benefit (prob-sol,
demo, comparison, testimonial)
• Transformational - imagery (usage,
user, personality/values)
• Motivational - borrowed (humor,
sex)
 Customer Relationship
Mangement
 Data base usage
1. tracking customer activity
2. Manage customer interactions
 Direct Response
 Mail - catalogues
 Telephone - 800 number ordering
 TV Infomercials - dramatic
 Web pages - informational
 Interactive ads - skyscrapers
 Non-traditional Ads
Place advertising
• billboards, posters
• movies, airports, retailers
Product placement
Point of Purchase
• supermarket radio
• cart video
 Sales Promotion:
Consumers

User aggregate - continue to use;

increase usage
Potential aggregate - try product; put
brand into category evoked set
 Sales Promotion:
Trade
 Increase purchase frequency - deals
 Support brand advertising - co-op
 Increase inventories of brand products
- shelf space and display options
 Event Marketing:
Types
 Arts
 Festivals, fairs, annual events
 Cause marketing
 Entertainment, tours, attractions
 Event Marketing:
Objectives
 Identify with consumer target market or
lifestyle
 Increase brand awareness
 Create or reinforce perceptions of brand
image associations
 Enhance corporate image dimensions
 Create experiences and evoke feelings
 Entertain clients, reward employees
 Permit merchandising opportunities
 Sponsorship
 To meet specific brand objectives
 Audience delivered must meet needs
of brand consumers
 Events, naming opportunities
 Measurement - supply side - potential
exposure from media coverage demand
side - reported exposure from
consumers
 PR and Publicity
Company and brand image protection
 PR - annual reports, fund raising,
membership drives, lobbying, event
management, public affairs
 Publicity - press releases, media
interviews, press conferences, feature
articles, newsletters, photographs,
films
 Buzz Marketing
 Word of mouth techniques for high-
interest product categories (Krispy
Kreme, Blair Witch Project)
 Cultural corruption?
 Personal Selling
 Sales reps become customer advocates
 Corporate sales attitude
 Recognition for performance through
customer satisfaction not sales
 Data based contact to reinforce
 Frequent face-to-face interaction with
consumer
 IMC Mix Criteria
 Coverage - reach and impressions
 Contribution - main effects of
communications on consumers
 Commonality - consistent and cohesive
brand image in every communication
 Complimentary - linkages of different
communications
 Versatility - degree of appeal to all
aggregates
 IMC Strategy:
Public Relations
 Objective: Inform, educate, maintain
image, reinforce advertising message
 Audience: local to international
 Media: event coverage; features in
local, national and global media; talk
show appearances; web site
 Measurement
 Ticket sales
 Media coverage
 Web inquiries
 Positive attitude and awareness
research
 New memberships and renewals
 Business alliances
 Developing a Positioning Strategy

What
What Position
Position Do
Do
We
We Have
Have Now?
Now?

Does
Does Our
Our Creative
Creative What
What Position
Position Do
Do
Strategy
Strategy We
We Want
Want To
To Own?
Own?
Match
Match It?
It?

The
The
Position
Position
Do
Do We
We Have
Have the
the From
From Whom
Whom Must
Must
Tenacity
Tenacity To
To Stay
Stay We
We Win
Win This
This
With
With It?
It? Position?
Position?
Do
Do We
We Have
Have the
the
Money
Money To
To Do
Do the
the
Job?
Job?

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

 Positioning Strategies

How should By
By Attributes
Attributes and
and Benefits?
Benefits?
we position?
By
By Price
Price or
or Quality?
Quality?

By
By Use
Use or
or Application?
Application?

By
By Product
Product Class?
Class?

By
By Product
Product User?
User?

By
By Competitor?
Competitor?

By
By Cultural
Cultural Symbols?
Symbols?
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
 Cultural Symbols Can Differentiate Brands

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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 Developing a Positioning Platform

1.
1. Identify
Identify the
the Competitors
Competitors

2.
2. Assess
Assess Perceptions
Perceptions of
of Them
Them

3.
3. Determine
Determine Their
Their Positions
Positions

4.
4. Analyze
Analyze Consumer
Consumer Preferences
Preferences

5.
5. Make
Make the
the Positioning
Positioning Decision
Decision

6.
6. Monitor
Monitor the
the Position
Position
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
 Positioning Decisions

Is
Is the
the Current
Current Position
Position Is
Is the
the Segmentation
Segmentation
Strategy
Strategy Working?
Working? Strategy
Strategy Appropriate?
Appropriate?

The
The
Checklist
Checklist

Are
Are There
There Sufficient
Sufficient
How
How Strong
Strong Is
Is the
the Resources
Resources To
To
Competition?
Competition? Communicate
Communicate thethe
Position?
Position?

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

 Advertising Develops Brand Images

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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