Power points by Kashir Asghar

Integrating Marketing Communications to Build Brand

Equity:
Before we Start !!!
What did we say last time …

 What are Brand Elements?

 What is the choice criteria for brand elements?
 What is personalized marketing?
 Relationship Marketing

 Experiential Marketing

 Permission Marketing

 One to one marketing

 Buzz Marketing
What did we say last time …

◦ What is the strategic brand management process?

◦ What is Brand Equity?
◦ What are the determinants of Brand Equity?
◦ CBBE? Rationale?
◦ CBBE Pyramid Elements?
What did we say last time…

◦ What is Post-Modern Marketing?

◦ What are the elements of Post Modern Marketing?

◦ What does this mean for marketers (You)?

◦ Era of Image + Experience

◦ Era of Individuals + Tribes

◦ What are Brands?

What did we say last time…

◦ What are the characteristics of Brands?

◦ What are Brand Elements?

◦ What is the difference between a brand and product?

◦ Why does branding matter? (Customers + Producers)

◦ What are the challenges with branding?

What did we say last time…
◦ What is the relationship between positioning and
branding?
◦ What is a Competitive frame of reference?
◦ What are brand knowledge structures?
◦ Points of Parity.
◦ Points of difference.
◦ Challenges in positioning.
◦ Brand Mantras.
What did we say last time…
 Brand Equity Measurement System

 Conducting the Brand Audit

 Brand Exploratory

 Brand Equity Management System

 ROI of Market Investments

 Brand Value Chain

 We Aim to define …
 Role of IMC in Brand Management

 IMC CBBE

 Communication Mediums

 Issues in Developing an IMC

 Activity
10 Minutes Break
 MARKETING PLANNING PROCESS

Complex,
Varied
Marketing
Activity

Detailed, Comprehensive,
Rich Robust
Marketing Marketing
Models Measures
Rapidly Changing Media Environment

 Increasingly difficult to target audiences & communicate effectively

 Consumers no longer passive recipients
 They demand more than information
 From a myriad of sources
Integrated Marketing Approach

 Traditional mass media

 Television, radio, magazines, newspapers, billboards
 Now drive consumers to Web sites
 Online strategies
 Provide detailed information
 Be experiential, entertaining, interactive
 MySpace, YouTube, Facebook, wireless mobile media devices, e-mail
New Look of AdvertisingThe

Interactive, Informative, Entertaining

Traditional Marketing Approach

Sales
Special
Point of promotion
events
purchase Interactive
marketing

Media
Packaging
Adver-
tising
Public
relations
Publicity Direct
Direct
marketing response
Contemporary IMC Approach

Sales Direct
Packaging
promotion response

Media
Point of
purchase Adver-
Public
tising relations
Publicity

Interactive
marketing Direct
Special
marketing
events
Defining IMC
IMC
IMC isis aa strategic
strategic business
business
process
process used
used to to plan,
plan, develop,
develop,
execute
execute and
and evaluate
evaluate coordinated,
coordinated,
measurable,
measurable, persuasive
persuasive brand
brand
communication
communication programsprograms with
with
consumers,
consumers, customers,
customers, prospects
prospects
employees
employees and and other
other relevant
relevant
external
external and
and internal
internal audiences.
audiences.

The
The goal
goal ofof IMC
IMC isis to
to
generate
generate short-term
short-term
financial
financial returns
returns and
and build
build
long-term
long-term brand
brand value.
value.
IMC Audience Contact Tools
Public
Public
Broadcast
Broadcast Internet/
Internet/
Print
Print media
media Relations/
Relations/
media
media interactive
interactive
publicity
publicity

Out-of-home
Out-of-home Direct
Direct
media
media marketing
marketing

Target
Target Audience
Audience
Personal
Personal Sales
Sales
selling
selling Promotion
Promotion

Point-of-
Point-of- Word-of-
Word-of- Events
Events and
and Product
Product
purchase
purchase mouth
mouth sponsorship
sponsorship placements
placements
Growing Importance of IMC

 Strategic integration of communications functions

 Avoids duplication
 Synergy among promotional tools
 More efficient and effective marketing
 Rapidly changing environment
 Consumers
 Technology
 Media
Behind the Growing Importance of IMC
From Toward
Media
Media advertising
advertising Multiple
Multiple forms
forms of
of communication
communication

Mass
Mass media
media Specialized
Specialized media
media

Manufacturer
Manufacturer dominance
dominance Retailer
Retailer dominance
dominance

General
General focus
focus Data-based
Data-based marketing
marketing

Low
Low agency
agency accountability
accountability Greater
Greater agency
agency accountability
accountability

Traditional
Traditional compensation
compensation Performance-based
Performance-based compensation
compensation

Limited
Limited Internet
Internet availability
availability Widespread
Widespread Internet
Internet availability
availability
The Role of IMC in Branding

 Brand identity is a combination of

 Name
 Logo IMC plays a major role
 Symbols in developing and
 Design sustaining brand
 Packaging identity and equity
 Performance
 Image or associations
Finding New Ways to Build Brands

 Consumers are driving the trend

 They view brands as a form of
self-expression
 They know more about brands and the companies that make them
 Cynicism about corporations is at an
all-time high
 They seek and share information with other consumers via the Internet
Finding New Ways to Build Brands

 Get consumers involved

 Apple Computer lets consumers test products in store
 Starbucks positions stores as a community gathering place
 Interaction can be the best marketing
 Instagram
 Youtube
 Whatsapp
 Facebook
 Google
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.
 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
Model of the IMC Planning Process
Review of marketing plan

Analysis of Promotional program situation

Analysis of communications process

Budget determination

Develop integrated marketing communications program

Sales PR/ Personal Direct Internet/

Advertising
promotion publicity selling marketing interactive

Develop objectives and strategy for each

Develop message, media strategy, and tactics

Integrate and implement marketing communications strategies

Monitor, evaluate and control IMC Program

Simple Test for
Marketing Communications

1. 3. 2.
Current Desired
Brand Brand
Knowledge Knowledge
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.
 Differentcommunication options have different
strengths and can accomplish different
objectives.
Alternative Communication Options
(Consumer)
 Media Advertising (TV, radio, newspapers, magazines)
 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, newspaper, magazines)
 Trade Journal Advertising
 Interactive (on-line) Advertising & Web Sites
 Directories
 Direct Mail
 Brochures & Sales Literature
 Audio-Visual Presentation
 Giveaways
 Sponsorship or Event Marketing
 Exhibitions, Trade Shows
 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
IMC Case Study
CMPB Success Factors
 Smart strategy
 Relative deprivation
 Imaginative creative
 Funny but relevant
 Clever hook
 “Got milk?” slogan
 Timely secondary media
 In store
 Right partners
Common Mistakes in
Developing Advertising

 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
(cont.)

 Under-branded ads
 Failure to use supporting media
 Changing campaigns too frequently
 Substituting ad frequency for ad quality
 Audience Communication Option Overlap

Communication Communication
Option A Option B

e
ienc
d
Au

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
 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 (cont.)
 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 (cont.)
 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”
 Be analytical: Use frameworks of consumer behavior and
managerial decision-making to develop well-reasoned
communication programs
 Be curious: Fully understand consumers by using all forms of
research and always be thinking of how you can create added
value for consumers
 Be single-minded: Focus message on well-defined target
markets (less can be more)
 Be integrative: reinforce your message through consistency
and cuing across all communications
“Keller Be’s”
 Be creative: State your message in a unique fashion;
use alternative promotions and media to create
favorable, strong, and unique brand associations
 Be observant: Monitor competition, customers,
channel members, and employees through tracking
studies
 Be realistic: Understand the complexities involved in
marketing communications
 Be patient: Take a long-term view of communication
effectiveness to build and manage brand equity
05 Minutes Break
Class Activity…
See you next week!!!