Integrating Marketing Communications To

Build Brand Equity

Chapter 6
Strategic Brand Management: Building, Measuring, and Managing
Brand Equity
By- Kevin Lane Keller (3rd Edition).
 Simple Test for
Marketing Communications

Current Desired
Brand Brand
Knowledge Knowledge

1. What is your current brand knowledge?

Have you created a detailed mental map?
2. What is your desired brand knowledge?
Have you defined optimal points of-parity
and points-of-difference and a brand
mantra?
3. How does the communication option help
the brand get from current to desired
knowledge with consumers? Have you
clarified the specific effects on knowledge
engendered by communications?
Information Processing Model of Communications
• Exposure : A person must see or hear the communication
• Attention : A person notice the communication
• Comprehension : A person must understand the intended message or arguments
of the communication
• Yielding : A person must respond favorably to the intended message or
arguments of the communication
• Intentions : A person must plan to act in the desired manner of the
communication
• Behavior : A person must actually act in the desired manner of the
communication
Potential pitfalls in launching a new
advertising campaign
 1. A consumer may not be exposed to an ad because the media plan
missed the mark.
 2. A consumer may not notice an ad because of a boring and
uninspired creative strategy.
 3. A consumer may not understand an ad because of a lack of product
category knowledge or technical sophistication, or because of a lack
of awareness and familiarity about the brand itself.
 4. A consumer may fail to respond favorably and form a positive
attitude because of irrelevant or unconvincing product claims.
 5. A consumer may fail to form a purchase intention because of a lack
of an immediate perceived need.
 6. A consumer may fail to buy the product because he or she doesn’t
remember anything from the ad when confronted with the available
brands in the store
Marketing Communications Options
 Advertising
 Promotions
 Event marketing and sponsorship
 Public relations and publicity
 Personal selling
Advertising
• Television
• Radio
• Print
• Direct Response (uses mail, telephone, Internet)
• Interactive i.e. Websites, Online ads, Mobile Marketing, Billboards,
Posters, Movies, Airlines, Lounges, Product Placement, Point of
Purchase
• For different purposes like –
 Information
 Persuasion
 Reminder
 Guidelines.
In designing and evaluating an ad campaign, marketers
should distinguish the message strategy or positioning of an
ad (what the ad attempts to convey about the brand) from its
creative strategy (the way the ad expresses the brand
claims). Designing effective advertising campaigns is both
an art and a science:
The artistic aspects relate to the creative strategy of the ad
and its execution; the scientific aspects relate to the message
strategy and the brand claim information the ad contains
Defining the proper positioning to maximize brand equity
• Identifying the best creative strategy to communicate or
convey the desired positionin
APPLE

 Apple Computer’s highly successful “Get a Mac” ad campaign—also

known as “Mac vs. PC”—featured two actors bantering about the
merits of their respective brands: one is hip looking (Apple), the other
nerdy looking (PC). The campaign quickly went global. Apple,
recognizing its potential, dubbed the ads for Spain, France, Germany,
and Italy; however, it chose to reshoot and rescript for the United
Kingdom and Japan—two important markets with unique advertising
and comedy cultures. The UK ads followed a similar formula but used
two well-known actors in character and tweaked the jokes to reflect
British humor. The Japanese ads avoided direct comparisons and were
more subtle in tone. Played by comedians from a local troupe called the
Rahmens, the two characters were more similar in nature but
represented work (PC) versus home (Mac). Creative but effective in any
language, the ads helped provide a stark contrast between the two
Factors in Designing
Effective Advertising
Campaigns
 Ideal Ad Campaign
1. The right consumer is exposed to the right message at the right place
and at the right time.
2. The creative strategy for the advertising causes the consumer to
notice and attend to the ad but does not distract from the intended
message.
3. The ad properly reflects the consumer’s level of understanding about
the product and the brand.
4. The ad correctly positions the brand in terms of desirable and
deliverable points-of-difference and points-of-parity.
5. The ad motivates consumers to consider purchase of the brand.
6. The ad creates strong brand associations to all of these stored
communication effects so that they can have an effect when
consumers are considering making a purchase.
Promotions
 Short-term incentives to encourage trial or usage of a product or service

 Marketers can target sales promotions at either the trade or end

consumers
 Consumer promotions

 Consumer promotions are designed to change the choices, quantity, or

timing of consumers’ product purchases.
 Trade promotions

 Trade promotions are often financial incentives or discounts given to

retailers, distributors, and other members of the trade to stock, display,
and in other ways facilitate the sale of a product.
Event Marketing and Sponsorship
• Event marketing is public sponsorship of events or activities related to
sports, art, entertainment, or social causes.
• Event sponsorship provides a different kind of communication option for
marketers.
By becoming part of a special and personally relevant moment in
consumers’ lives, sponsors can broaden and deepen their relationship
with their target market.
Public Relations and Publicity
• Publicity
 Marketing guru Seth Godin describes publicity as “the act of getting ink.” It is
the act of attracting the media’s attention and gaining visibility with the public
at large
 Publicity is the effort to garner media coverage or exposure about a brand,
product, event, etc. It’s focus is narrow & relatively short term.
 A tool of PR
• Public Relations
 Public relations is all about maintaining your brand’s reputation. Includes
annual reports, lobbying, public affairs, corporate social responsibility
programming and sponsorships, government relations.
 Often associated with the term “reputation management.”
• Buzz marketing
Public Relations and Publicity
Buzz marketing guidelines –
 Keep it simple
 Tell us what’s new
 Don’t make claims you can’t support
 Ask your consumers to articulate what’s special about you
 Start measuring buzz
 Listen to the buzz
Personal Selling
 Personal selling is face-to-face interaction with one or more prospective
purchasers for the purpose of making sales
 The keys to better selling -
 Rethink training
 Get everyone involved
 Inspire from the top
 Change the motivation
 Forge electronic links
 Talk to your customers
General Marketing Communication Guidelines
 Be analytical
 Be curious
 Be single minded
 Be integrative
 Be creative
 Be observant
 Be patient
 Be realistic
Question??