Transcript AEM Lecture
How Brand Communication Works Lecture Outline How Does Brand Communication Work? What Are Brand-Customer Touch Points? Lecture Perspective Everything, every person, and every message that touches a customer communicates something positive or negative about the organization Opening Case: HB Ice Cream + Opening Case: HB Ice Cream Challenge: Answer: Results: To increase Irish ice cream consumption An IMC program for the HB brand, focusing on “togetherness” theme: • New logo • TV spot creating creatingaa“Love “LoveWeekend” Weekend” • Newspaper ad tie-ins • On-street promotions • 75% of 15–24 target age group became aware of new logo • Similar campaigns now being used across Europe How Does Communication Work? Communication: Creating and sending a message to an individual or organization Figure 4-1: How Brand Communication Works Marketing Communication Source Encoding Feedback Messages Media Decoding Channels Receiver Noise TV Commercials Are One Way of Encoding a Brand Message http://www.tvspots.tv/video/27839/DUNKIN-DONUTS-DUCKS + Even a Building Serves as a Message For a Brand Insight: Products As Media Product themselves—both goods and services—also perform as media because they carry brand messages. An example is a DVD of a Disney movie. The DVD is an entertainment product, but it is also a medium that carries the Disney brand name and says something about Disney. Think About It • This Coke machine charges more on a hot day. • Would this change the way you think about Coke? Tales From the Real World When a brand message generates no feedback from consumers it is really providing some form of input. In the real world, smart organizations don’t believe in the “no news is good news” philosophy. They are proactive and immediately begin research with consumers to find out what they are thinking about brand messages—and why they are not responding. Figure 4-3: Brand Touchpoints Touchpoints Company Created CustomerInitiated Touchpoint Types Unexpected Intrinsic IMC In Action: Volvo In Manila IMC In Action: Volvo In Manila Challenge: Answer: Results: Subtly sell the Volvo brand in Manila Create a new type of Volvo dealership: • Coffee café • Local bank • Concerts and lectures • Volvo cars and accessories • Volvo cars selling well in the area • The Volvo brand is now more appealing to a wider range of consumers Insight: Service Touchpoints In most organizations service people do not report to the marketing department, but rather to some other area, such as human resources, operations, etc. Nevertheless, one negative service message can more than counter the effects of dozens of positive, planned messages produced by marketing. In an integrated program, marketing works with operations and other departments to minimize negative service messages and create synergy between the planned and service messages for greater impact . Consumers Did Not Enjoy Commercials on ATM Purposeful Dialogue Recourse: Easy access to those who can solve a problem Recognition: Four R’s Company acknowledgement of purchases and the customer’s interaction history with the company Responsiveness: Customer satisfaction following a customer initiated company contact Respect: Showing consideration and not hammering them with advertisements and messages in which they have little interest Final Note: Sticky Communication • IMC encourages the creation of messages that involve consumers for a longer time… • …and that can be facilitated by new twoway communication technologies that foster a purposeful dialogue, including: • Web site instant messaging and feedback • 800 number interactions Bibliography Principles of Advertising & IMC by Tom Duncan 2nd Edition, Published by McGraw-Hill Irwin. Event Management For Tourism, Cultural, Business and Sporting Events by Lynn Van Der Wagen Brenda R. Carlos Published by Pearson Prentice Hall. Advertising Principles and Practice by W. Wells, S. Moriarty and J. Burnett, Published by Prentice Hall International. Integrated Marketing Communications by David Pickton & Amanda Broderick Published by Prentice Hall. The End: "When a man is willing and eager, the Gods join in." - Aeschylus HB ICE CREAM OLD LOGO +