building brands, notes
...ld an image of the brand ex. VW Beetle in the 1960’s – ‘Think Small’, ‘Ugly is Only Skin Deep’ Direct Marketing: - interactive, database-driven MC process that uses a range of media to motivate a response from customers and prospects - no retailers or other members of the distribution channel are involved in direct marketing ex. Sears Catalogues, Dell Publicity (A Form of PR): Publicity - stories and brand mentions delivered by the mass media without charge Public Relations – comm activities that help ‘an org and its publics adapt mutually to each other’ - Publicity is ‘unpaid’, it is used frequently to increase brand awareness and make announcements - communicate w hard-to-reach audiences - one of the most important uses of publicity is to build brand credibility ex’s – New Beetle – PR agency rekindled nostalgia; Viagra – PR – fastest selling drug in history! Sales Promotion: - ST, added-value offer designed to motivate an immediate response - adds extra value to an offer to stimulate consumers to try or buy product – ex. Price discount, free trial - overuse of promotional offers can harm the brand ex’s – price discount, free trial, 0% financing, B1G1F, freq buyer program, customer loyalty Personal Selling: - interpersonal communication in which a salesperson uncovers and satisfies the needs of a customer to the mutual benefit of both - in many business-to-business (B2B) categories, personal selling is the dominant MC function ex. IBM sales reps ‘consultants’ Packaging: - container and conveyor of information - can help in brand building by presenting various kinds of brand info; adds value - longer the packages are kept around, the longer they work to keep brand top-of-mind ex. Altoids metal box, Ivory soap Events and Sponsorships: Events – highly targeted brand-associated activities designed to actively engage customers and prospects to generate publicity - sponsoring events can strengthen relationships w customers and make brand stronger, more valuable ex. Pillsbury Cook-Off Contest, Harley Owners Group (HOG) Sponsorship – financial support of an org, person, or activity in exchange for brand publicity and association - sponsorship increase brand awareness and helps define a brand through association ex. Nike & Tiger Woods, NASCAR stock car Customer Service: - a company’s attitude and behavior during interactions w customers - the reason customer service is considered a MC function is that interactions w customers send some of the most impactful messages that customers receive about a brand Ex. Southwest Airlines The Media of Marketing Communications: - one of the fastest growing ways to deliver brand messages is product placements in movies and TV shows; another is retail store design - Major increase in two-way communication btw customers and companies ex. Amazon Integrated Marketing Communication (IMC) – process for planning, executing, and monitoring brand messages that create customer relationships - IMC is about synergy and creativity, integration, and communication - IMC also about managing day-to-day interactions w customers and prospects - IMC is an ongoing process; produces brand equity, sal...