Brand
Management
Integrating Marketing Communications
to Build Brand Equity
Key Concepts
• New Media Environment
• Major Marketing Communication Options
• Key Tactical issues in evaluating different communication
options
• Selection criteria in developing an Integrated Marketing
Communication Program
• Rationale for Mixing and Matching Communication
Options
The New Media Environment
• Key purpose of any Marketing communication is to
Build Brand Equity
• Media environment has changed recently and it has
forced Marketers to reevaluate their options to
communicate with consumers
Common Marketing Communications Options
• Media Advertising
• TV, Radio, Newspaper, Magazines
• Direct Response Advertising
• Mail, Telephone, Print Media, Computer related, etc.
• Place Advertising
• Billboards, Posters, Movies, Airlines, POP, Product
Placements
• Point of Purchase Advertising
• Shelf-Talkers, Aisle Markers, Shopping Cart Ads, In-Store
Radio or TV
• Trade Promotions
• Trade deals and buying allowances, POP display
allowances, Dealer Incentives, Trade Shows etc.
Common Marketing Communications Options
• Consumer Promotions
• Samples, Coupons, Price Offs, Bonus Packs etc.
• Interactive
• Website, Emails, Banner Ads, Facebook, Twitter etc.
• Event Marketing and Sponsorship
• Sports, Arts, Entertainments, Fairs and Festivals,
Cause- related
• Mobile
• SMS & MMS messages, Ads, Location based services
• Publicity and PR (Public Relations)
• Personal Selling
• Word of Mouth
Challenges in Designing Brand-Building Communication
• Any communication option can be judged on its ability
to contribute to Brand Equity
Current Brand Desired Brand
Communication
Knowledge Knowledge
Information Processing Model of
Communication
Exposure A person must see or hear the communication
Attention A person must 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 communication
Behavior A person must actually act in the desired manner of
communication
Potential Pitfalls of A New Ad Campaign
A Consumer …….
• May not be exposed to the Ad
• May not notice ad coz of boring and uninspired creative strategy
• Do not understand the ad coz of lack of category knowledge or
technical jargons, or lack of familiarity with the brand
• Fail to respond positively coz of irrelevant or unconvincing
claims
• Fail to form purchase intentions coz of lack of an immediate
perceived need
• Fail to actually buy the product because he/she doesn’t recall
anything from ad at the time of actual purchase
Major Marketing Communication Option
1.Advertising and Promotion
2. Interactive Marketing
3. Events and Experiences
4. Mobile Marketing
Advertising and Promotion
• Advertising is any paid form of non-personal
presentation of ideas, goods or services by an
identified sponsor
TV Ads\Servis Eid 60 secs-A.mp4
TV Ads\Servis Eid 24th June.mp4
Advertising and Promotion
Television - Powerful medium coz it allows for sight,
sound and motion and reached broad spectrum of
audience
Pros
• Effective medium to communicate product
attributes and explain corresponding consumer
benefits
• It dramatically portray the user and usage
imagery, brand personality, emotions and other
brand intangibles
Advertising and Promotion
Television
Cons
• Consumers may overlook product related
messages and brand itself because of fleeting
nature of TV
• High Production and Airing Costs
• Fragmented Media – large number of channels
Advertising and Promotion
• Guidelines
Marketer must 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 claim)
1. Define Proper Positioning to maximize Brand Equity
2. Identifying the best creative strategy to communicate or
convey the desired positioning
Advertising and Promotion
• Challenge for Marketer’s is how to break through the
clutter and attract consumers by offering a creative,
consistent and unique message.
More to Life Campaign Ab Dil Ki Suno Campaign
Advertising and Promotion
Radio – Radio is a pervasive medium
Pros:
• Main advantage is its flexibility and
• Stations are focused and targeted
• Ads are relatively less expensive to produce and
airing cost is lower as well
Cons:
• Lack of visual image
• Relatively passive nature of consumer processing
Advertising and Promotion
Radio – David Ogilvy identified four critical factors
for Radio
1. Brand identification in the earlier part of
commercial
2. Identify it often/repeat
3. Promise the listener benefit early in the
commercial
4. Repeat it often
Advertising and Promotions
Print
Emergence of Internet has badly affected Print Medium.
Publishers innovated with Digital editions, iPad apps etc.
Magazines and Newspapers are two main Print Media
Pros
• Effective at building user and user imagery
• Highly Engaging medium
Cons
• Poor reproduction quality especially of Newspapers
• Short Shelf Life
Celebrity endorsements!
Magazine ads
BRAND SPECIFIC PROMOTIONS
Spring Blade Promotion
SPECIAL PROMOTION PLANS
BRAND SPECIFIC
PRINT AD
SPECIAL PROMOTION PLANS
PRICE FOCUSSED
COMMUNICATIONS
Advertising and Promotion
Guidelines for Print
• Clarity
• Consistency
• Branding
Advertising and Promotions
Direct Response
• Goal is to elicit some type of behavior from consumers
• Use of mail, telephone, internet and other tools to solicit
customer/prospects responses
• Direct mail is most popular in US and generated approx.
US$571 Billion business in 2010
Marketers need three critical ingredients
1. An up-to-date and informative list of current and potential
customers
2. Right offer in the right manner
3. Tracking the effectiveness of Marketing Program
Advertising and Promotions
Place/Out of Home Advertising
• Traditional Media has become less effective over the years
and idea is to complement the traditional Advertising and
support it. This includes
• Billboards and Posters
• Movies
• Airlines
• Lounges – Airport/Railway Stations/Bus Station
• Point of Purchase
• Product Placements
OUTDOOR
CAMPAIGNS
• Summer Sale Campaign 2015
• 21 Cities, 47 Sites (30 Permanent and 17 Campaign Specific)
OUTDOOR
LOCATIONS
CITY LOCATION SIZE PERIOD
LAHORE HUSSAIN CHOWK 60X20 1st June – 15th June
OUTDOOR
LOCATIONS
CITY LOCATION SIZE PERIOD
LAHORE SCHEME MOR 60X20 30th MAY - 13th JUNE
OUTDOOR
LOCATIONS
CITY LOCATION SIZE PERIOD
FAISALABAD SALEEMI CHOWK 60X20 29th MAY - 17th JUNE
Advertising and Promotions
Sales Promotion
• Short-term incentives to encourage trial or usage of a
product or service. Targeted either to Trade or end
user/consumer
• Advertising give consumer reason to buy whereas Sales
Promotion give an incentive to buy
• Sales Promotions are primarily designed to ;
• Change the behavior of the Trade so that they can carry
the brand and actively support it
• Change the behavior of the consumer so that they
should try the brand, buy more frequently or buy the
brand earlier or more often
Advertising and Promotions
Sales Promotion Advantages
• Price Discriminate by effectively charging different prices to
particular set of consumers who vary in their price
sensitivity
• Sense of urgency
• Carefully designed SP can build Brand Equity through
information or actual product experience which can create
strong, favorable unique association
• Encourage Trade to maintain full stocks and support the
merchandising efforts
Advertising and Promotions
Sales Promotion Disadvantages
• Decreased Brand Loyalty and increased Brand Switching
• Decreased Quality Perceptions
• Increased Price Sensitivity
• New Consumers attract to the brand at the time of
promotion and not on the merits of the brand resulting in no
repeat purchase
Advertising and Promotions
Consumer Promotions
• They are designed to change the choices, quantity or timing
of consumer’s product purchase
Interactive Marketing Communications
Internet has made inroads into the lives of consumers, posing
challenge for Marketers to be at the right places of cyberspace.
Advantages
• Low Cost and level of detail and degree of customization it
offers
• Helps in Relationship building
Crucial Online Tools
• Websites
• Online Ads and Videos
• Social Media
Interactive Marketing Communications
TV Ads\Coca-Cola Happiness Machine.mp4
“Happiness is contagious. When you see people
smiling, you want to smile”
Interactive Marketing Communications
Social Media
It has become and important tool in building brand
communication coz of rapid growth
1. Facebook
2. Twitter
3. YouTube
4. Message Boards and forums
5. Chat rooms
6. Blogs
Interactive Marketing Communications
Interactive Marketing Communications work well
together and drive consumers from one media to
the other. It also reinforces other forms of marketing
communications
1. Paid TV, Radio, Print etc.
2. Owned Websites, emails, social media etc.
3. Earned Consumers communicate with brand
through social media, word of mouth etc.
Events and Experiences
Brand building efforts in the virtual world must be
complemented with brand building in physical world
1. Sponsorships of Events – Servis Hum Awards, Lux
Style Awards, etc.
2. Owning a platforms - Music, Sports, Fun etc.
Events and Experiences
Event Sponsorships Advantages
• Identify with particular target market or lifestyle
• Increase awareness of the company or product name
• Create of reinforce the consumer perception of key brand
image association
• Enhance corporate image dimensions
• Create experiences and evoke feelings
• Community commitment on Social Issues
• Entertain key clients or key employees
• Permit merchandising display/promotional opportunities
Events and Experiences
Event Sponsorships Disadvantages
• Success of event can be unpredictable and it is usually out
of sponsor’s scope
• Clutter in the Sponsorship
• Some consumers resent the commercialization part
Marketers must ensure
• Selection of Sponsorship opportunities which are relevant to
the brand
• Optimizations of the sponsored events
• Measuring the impact of Sponsorship on brand equity
Mobile Marketing
Emergence of Smart Phones has resulted Mobile
Marketing as major communication option.
• Apple’s new iAd mobile network allows marketers to
place interactive ads on iPhone, iPod Touch, and iPad etc.
• Geotargeting occurs when marketers use Digital
Technology to identify consumer’s locations and send
them messages
Brand Amplifiers
Public Relationing and Publicity
• PR includes Annual Reports, fund raising and membership
drives, lobbying, special event management and public
affairs
• Publicity includes Press releases, newsletters, media
interviews, articles and features, press conferences, etc.
Word of Mouth
• Important aspect of brand building coz consumers share
their likes, dislikes and experiences with brands and other
consumers
Developing Integrated Marketing
Communication Programs
The best approach is to mix and match different communications
options, however, objective should be that in totality they should
complement each other
Share your Breakfast – Kellogg
Criteria for IMC Program
1. Coverage
2. Contribution
3. Commonality
4. Complementarity
5. Conformability
6. Costs
Developing Integrated Marketing
Communication Programs
Two key steps are
A) Evaluating communication options
B) Establishing priorities and Trade-offs
Summary
• Four main type of communications options were discussed
• Advertising and Promotion
• Interactive Marketing
• Events and Experiences
• Mobile Marketing
• All possible communications options should be evaluated in
terms of their impact on Brand Equity
• Marketing communication program should be put together in
a way that whole is greater than sum of the parts
