MMKT 444: Product and Brand Management

KUSOM BBA Hons

Spring 2020

You are with: $

Lecture 8:
Integrating Marketing Communications
to Build Brand Equity

© Sujan R Shrestha, KUSOM 2020.

MARKETING PLANNING PROCESS

Detailed,
Rich
Marketing
Models

Complex, Comprehensive,
Varied Robust
Marketing Marketing
Activity Measures
 Role of Integrated Marketing Communications

Marketing communications …

are the “voice” of the brand and are a means by which it can

establish a dialogue and build relationships with consumers.

allow marketers to inform, persuade, incent, and remind

consumers directly or indirectly

can contribute to brand equity by establishing the brand in

memory and linking strong, favorable, and unique

associations to it.

https://www.youtube.com/watch?v=4Sz5bZ5t2a0
Role of Integrated Marketing Communications (Cont…)

Consumers can be told or shown how and why a product is

used, by what kind of person, and where and when;
Consumers can learn about who makes the product and
what the company and brand stand for
Consumers be given an incentive or reward for trial or usage
Brands can be linked to other …
People Places Events
Brands Experiences Feelings
Things
 Simple Test for
Marketing Communications

1. 3. 2.

Current
Desired

Brand
Brand
Knowledge
Knowledge

https://www.youtube.com/watch?v=VaosGI2Ej7M
 Integrated Marketing Communications and
Customer-Based Brand Equity

One implications of the CBBE framework is that the manner

in which brand associations are formed does not matter --

only the resulting strength, favorability, and uniqueness

 Designing Integrated Marketing
Communications Programs

From the perspective of customer-based brand equity,

marketers should evaluate all possible communication options

available to create knowledge structures according to

effectiveness criteria as well as cost considerations.

Different communication options have different strengths and

can accomplish different objectives.

 Alternative Communication Options
(Consumer)

Media Advertising (TV, radio, newspapers, magazines)

Direct Response Advertising
Interactive (on-line) Advertising & Web Sites
Outdoor Advertising (billboards, posters, cinema)
Point-of-Purchase Advertising
Trade Promotions
Consumer Promotions
Sponsorship of Event Marketing
Publicity or Public Relations
 Alternative Communication Options
(Business – to – Business)

Media Advertising (TV, radio, Audio-Visual Presentation

newspaper, magazines) Tapes

Trade Journal Advertising Giveaways

Interactive (on-line) Sponsorship or Event

Advertising & Web Sites Marketing

Directories Exhibitions, Trade Shows,

Direct Mail Conventions

Brochures & Sales Literature Publicity or Public Relations

 Print Ad Evaluation Criteria

Is the message clear at a glance?

Is the benefit in the headline?

Does the illustration support the headline?

Does the first line of the copy support or explain the headline

and illustration?
Is the ad easy to read and follow?

Is the product easily identified?

Is the brand or sponsor clearly identified?

 Ad Campaign Considerations

Campaigns make brands -- not single ads

Be creative and develop creative themes

Avoid slavishly sticking to executional formulas

Brand communications should sing like a choir

Multiple voices

Multiple notes

Find fresh consumer insights & compelling brand truths

Productively conduct ad research

 Common Mistakes in
Developing Advertising (1 of 2)

Failure to distinguish ad positioning (what you say) from ad

creative (how you say it)

Mistaken assumptions about consumer knowledge

Improperly positioned

Failure to break through the clutter

Distracting, overpowering creative in ads

 Common Mistakes in
Developing Advertising (2 of 2)

Under-branded ads

Failure to use supporting media

Changing campaigns too frequently

Substituting ad frequency for ad quality

 Audience Communication Option Overlap

Communication
Option A Communication
Option B

Communication Option C

Note: Circles represent the market segments reached by various communication options.
Shaded portions represent areas of overlap in communication options.
 Evaluating IMC Programs (1 of 3)

Coverage - what proportion of the target audience is reached

by each communication option employed, as well as how much

overlap exists among options

Cost - what is the per capita expense

 Evaluating IMC Programs (2 of 3)

Contribution - the collective effect on brand equity in terms of

enhancing depth & breadth of awareness

improving strength, favorability, & uniqueness of brand

associations

Commonality - the extent to which information conveyed by

different communication options share meaning

 Evaluating IMC Programs (3 of 3)

Complementarity - the extent to which different associations

and linkages are emphasized across communication options

Versatility - the extent to which information contained in a

communication option works with different types of consumers

 Different communications history

 Different market segments

 “Keller Be’s” (1 of 3)

1. Be analytical: Use frameworks of consumer behavior and

managerial decision-making to develop well-reasoned
communication programs

2. Be curious: Fully understand consumers by using all forms of

research and always be thinking of how you can create added
value for consumers

3. Be single-minded: Focus message on well-defined target

markets (less can be more)
 “Keller Be’s” (2 of 3)

4. Be integrative: reinforce your message through

consistency and cuing across all communications

5. Be creative: State your message in a unique fashion; use

alternative promotions and media to create favorable,
strong, and unique brand associations
6. Be observant: Monitor competition, customers, channel
members, and employees through tracking studies
 “Keller Be’s” (3 of 3)

6. Be realistic: Understand the complexities involved in

marketing communications

7. Be patient: Take a long-term view of communication

effectiveness to build and manage brand equity