【高中数学课件】苏教版必修3互斥事件ppt课件 27页

IntegratingMarketingcommunicationstobuildbrandequityDoneBy:RuvimboMandongaLesegoMoagi\nTakingastepbackPreviouschapterslookedatvariousmarketingactivitiesandproduct,priceanddistributionstrategies.Thischapterwilllookathowfirmswillnowgoaboutinforming,persuadingandremindingcustomersaboutthebrandstheysellMarketingcommunicationscancontributetobrandequitybycreatingawarenessofthebrandLinkingassociationstothebrandconsumersmemorywithregardstopointsofparityandpointsofdifferenceElicitingpositivebrandjudgmentsandfeelingsFacilitatingastrongerconsumer-brandconnectionandbrandresonance\nWhatisintegratedmarketingcommunications(IMC)IMCisacommunicationprocessthatentailstheplanning,creation,integrationandimplementationofdiverseformsofmarcom(adverts,salespromotion,publicity)thataredeliveredovertimetoabrand’stargetedcustomersandprospects(Shimp,2007)\nNewmediaenvironmentMovingawayfromtraditionalmarketingTV,radio,newspaperandmagazinesMovingtowardsmoremodernmarketingtechniquesOnlinemethodssuchasblogsandbrandcommunitiesConnectingwithcustomersrequiresthinkingbeyondtraditionalmethods(thinkoutofthebox)Essentialthatmarketersredesignthewaytheycommunicatewiththeircustomers\nNewmediaenvironmentRedesigningbrand-buildingcommunicationsmarketersmustrememberthatthefollowing6stepsmustoccuroftheinformationprocessingmodel:ExposureAttentionComprehensionYieldingIntensionsBehaviour\nOverviewofMarketingcommunicationoptionsPossibletoemploymultiplecommunicationtoachievegoalsUnderstandhoweachcommunicationmethodworksandleverageofthepositiveaspectsofmethod\nMarketingcommunicationoptionsCommunicationoptionsAdvertisingTV,Radio,Print,Directresponse,InteractiveandOutdoorPromotionConsumerpromotionsandTradepromotionsEventmarketingandsponsorshipPublicrelationsandPublicityBuzzmarketingPersonalselling\nAdvertisingAdvertisingisanypaidformofnon-personalpresentationandpromotionofideas,goodsorservicesbyanidentifiedsponsorPowerfulwayofcreatingstrong,favourableanduniquebrandassociations.(Keller’sBrandKnowledgeModel–chapter2)\nTelevisionMediumofAdvertisingAdvantagesDisadvantagesTelevisionMassCoverageImpactofsight,soundandmotionLowcostperthousandShortmessagelifeHighabsoluteandproductioncostsClutterItisimportantthatwhendesigningtheadcampaignthatmarketerstakeintoaccountboththemessageorpositioning(whatadisattemptingtoconveyaboutthead)andthecreativestrategy(thewaytheadexpressesthebrandclaims).\nFactorsindesigningeffectiveadcampaignsDefiningPositioningCompetitiveframeofreferenceNatureofcompetitionTargetMarketPointofparityattributesandbenefitsNecessaryCompetitivePointofdifferenceattributesandbenefitsDesirableDeliverableCreativestrategyInformational(benefitelaboration)ProblemsolutionProductcomparisonsTestimonialTransformational(imageryportrayal)UsagesituationUserofproductBrandpersonalityandvaluesMotivationalHumorSexappealFear\nSexAppeal\nFearHumor\nRadioMediumofAdvertisingAdvantagesDisadvantagesRadioLowcostLocalcoverage–wellsegmentedaudienceflexibilityAudioonlyLowattentiongettingcapabilitiesClutterRadioisofalowinvolvementnatureandhaslimitedsensoryoptionsthereforeadvertisingpioneerDavidOgilvysuggeststhattheadvertmustinclude4criticalfactors:IdentifyyourbrandearlyinthecommercialIdentifyitoftenPromisethelistenerabenefitearlyinthecommercialRepeatitoften\nPrintMediumofAdvertisingAdvantagesDisadvantagesMagazinesHighinformationcontentLongevityMultiplereadersLongleadtimeforadplacementVisualonlyLackofflexibilityNewspapersHighcoverageatlowcostShortleadtimeforplacingadsTimely(currentads)ShortlifePoorreproductionqualitySelectivereaderexposureUsuallyreadersonlyglanceatthemostvisibleelementsofprintads.Henceitisimportanttobedirect:Clarity,ConsistencyandBrandingConsistencyiskeyincreatingbrandawarenessandstrongbrandassociations\nDirectResponseMediumofadvertisingAdvantagesDisadvantagesDirectResponseHighselectivityReadercontrolsexposureHighinformationcontentEasytoestablishrelationships.HighcostpercustomerPoorimageClutterUseofmail,telephone,internetandothernon-personalcontacttoolstocommunicatewithcustomersandprospects.Purposeistoelicitsometypeofbehaviourfromtheconsumere.g.useofinfomercials\nInteractiveMediumofadvertisingAdvantagesDisadvantagesInteractiveCustomizedandpersonalEngagingOftenlackemotionalityWebsitesCustomersgoonlinetosearchforinfoWebsitesmustconveyconsumerrelevantinfoe.g.P&Gpampers.com-givesbabyandparentingadviceInteractiveadvertsMobilemarketingBuildaplatformforsolidrelationships\nOutdoorMediumofadvertisingAdvantagesDisadvantagesOutdoorLocationspecificHighrepetitionEasilynoticedShortexposuretimeLocalrestrictionsNon-traditional,alternativeorsupportiveformofadvertisingIdeabehinditistogivemarketersanalternativeenvironmentinwhichtopromotetheirproducts.Examples:movieshouseadverts,productplacementandpointofpurchaseadvertising.\nSALESPROMOTIONShorttermincentivestoencouragetrail&usageofaproductorserviceTradeconsumersFinancialincentives/discountsgiventoretailers,distributors,etcSlottingallowances,POPdisplays,contests,cooperativeadsEndconsumersDesignedtochangethechoices,quantityortimingofconsumerproductpurchasesAdvantagesDisadvantagesIncentivetobuyManufacturerscanpricediscriminateTraderscanmaintainfullstocksDecreasebrandloyaltyMorebrandswitchingDecreasedqualityperceptionsIncreasedpricesensitivity\nEVENTMARKETING&SPONSORSHIPPublicsponsorshipofeventsoractivitiesrelatedtosport,art,entertainmentorsocialcauses(Castlelager+soccer,StandardBank+cricket,FIFA)Sponsorsbecomepartofapersonallyrelevantmomentinconsumers’lives&areabletobroaden&deepentherelationshipswiththeirtargetmarketAdvantagesIdentifywithaparticulartargetmarketoflifestyleIncreaseawarenessofcompanyorbrandnameCreateorreinforceconsumerperceptionsofkeybrandimageassociationsEnhancecorporateimagedimensionsCreateexperiencesandevokefeelingsExpresscommitmenttocommunityorsocialissuesEntertainkeyclientsorrewardkeyemployeesPermitmerchandisingorpromotionalopportunities\nPUBLICRELATIONS&PUBLICITYProgramsthataredesignedtopromoteorprotectacompany’simageorproductsPublicityNonpersonalcommunicationsuchaspressreleases,mediainterviews,featurearticles,etcPublicRelationsAnnualreports,fundraising,lobbying,etcBuzzMarketing(onlyworksforhigh-interestproducts)\nPERSONALSELLINGFace-to-faceinteractionwithprospectivecustomersforthepurposeofmakingsalesAdvantagesDisadvantagesSendadetailed,customizedmessageMarketerscangatherfeedbacktoclosethesaleEasieridentifyprospectivebuyersTailorsolutionstotheirneedsDemonstrateproductusageHighcostsLackofbreadth\nDevelopingIMCProgramsSpeakwithasinglevoice\nCriteriaforIMCProgramsCoverage(proportionofaudiencereached)Contribution(abilitytocreatedesiredresponse)Commonality(createaconsistentbrandimagewherebrandassociationssharecontent&meaning)Complementarity(extenttowhichdifferentassociationsareemphasisedacrossmarcoms)Versatility(robustness&effectivenessfordifferentgroupsofconsumers)Cost(effective&efficientprograms)\nUsingIMCChoiceCriteriaEvaluatingcommunicationoptionsEstablishingpriorities&tradeoffsExecutingfinaldesign&implementation\nGeneralMarcomsGuidelinesBeanalyticalBecuriousBesingle-mindedBeintegrativeBecreativeBeobservantBepatientBerealistic\nCoordinatingMediatoBuildBrandEquityFactorsCreatingWeakBrandLinksCompetitiveClutterAdContent&StructureConsumerInvolvementStrategiestoStrengthenCommunicationsEffectsBrandSignaturesAdRetrievalCuesMediaInteractionsTVAdsoverTime\nHowdoesIMCcontributetoBrandEquity?++=