BAGAIMANA MERK DIBANGUN (2) (INTEGRATING MARKETING COMMUNICATIONS TO BUILD BRAND) Marketing Communication 2010
Jan 13, 2015
BAGAIMANA MERK DIBANGUN (2)
(INTEGRATING MARKETING COMMUNICATIONS TO BUILD BRAND)
Marketing Communication2010
AdvertisingAdvertising
Personal SellingPersonal Selling
Any Paid Form of Nonpersonal Presentation by an Identified Sponsor.
Any Paid Form of Nonpersonal Presentation by an Identified Sponsor.
Sales Promotion
Short-term Incentives to Encourage Trial or Purchase.
Public Relations
Direct MarketingDirect Communications With Individuals to Obtain an Immediate Response.
Protect and/or Promote Company’s Image/products.
Personal Presentations.
A Good Brand-based Communications Strategy Advertising Public Relations Event marketing and corporate sponsorships Trade and sales promotions Consumer promotions (point of purchase, coupons,
refunds, contests) Direct marketing (catalogues, Internet, mailing, fax,
e-mail) Internal employee communications
Integrating Marketing Communications to Build Brand Equity
Becoming an AUTHOR
The AUTHOR model, describes the six stages of impact communications should have on your target customer.
It enables you to control of all your communications efforts
The Six stages of AUTHOR model: Awareness : create awareness for your brand Understanding : Communications efforts should lead your target
audience to clearly understand what your brand stands for – that is positioning
Trial : Concentrate on generating trial and introducing customers to try your brand
Happiness : After a trial of your brand, the customer had a good experience and have a favourable impression of your brand
Only One : The most important stage-getting the customer to think only about your brand in category
Referral or recommendation : The ultimate sign of brand satisfaction is when customer are willing to put their own reputation by referring your brand to a peer
Five Principles for Successful Brand-Based Communications1. Use all communication strategies to help achieve
your corporate strategy and brand vision2. Let your Brand Positioning largely determine the
right communications strategy to execute3. Use an integrated marketing Communications
strategy to get maximum return from all investments
4. Execute your communications strategy well across the organization
5. Create internal involvement, education, and metrics to determine the success of communications
Developing Effective Communications
Steps in Developing Effective Communications
Effective CommunicationsStep 1. Identifying the Target AudienceStep 1. Identifying the Target Audience
PurchasePurchase
Conviction
Preference
Liking
Knowledge
Awareness
Step 2. Determining the Communication ObjectivesBuyer Readiness Stages
Step 2. Determining the Communication ObjectivesBuyer Readiness Stages
Determining Communication ObjectivesBuyer: high involvement + differentiation,
using the hierarchy-of-effects model:. Awareness: target unaware; build awareness Knowledge: Target aware Liking: Target know brand; but feelings? Preference: Target like but no preference Conviction: target prefer product but no conviction
to buy Purchase: target have conviction but no purchase
Message SourceExpertise,
Trustworthiness,Congruity
Step 3. Designing the MessageStep 3. Designing the Message
Message FormatLayout,
Words, & Sounds,Body Language
Message StructureDraw ConclusionsArgument Type
Message ContentRational Appeals
Emotional AppealsMoral Appeals
Step 4. Select Communications ChannelStep 4. Select Communications Channel
Nonpersonal CommunicationChannels
Personal CommunicationChannels
Select the communication channel
Channels
Personal Non-personal
Advocate Expert Social Media Atmosphere Events
Broadcast
Network
Electronic
Display
Step 5. Establish the BudgetStep 5. Establish the Budget
CompetitiveParity
Objective& Task
Affordable% OfSales
Establishing the Total Marketing Communications Budget
How do companies decide on the promotion budget?
1. AFFORDABLE METHOD: Budget what they think they can afford Ignores promotion as investment Uncertain annual budget, difficult long-range
planning
Establishing the Total Marketing Communications Budget
2. PERCENTAGE-OF-SALES METHOD: specified % of sales or sales price
Establishing the Total Marketing Communications Budget
3. COMPETITIVE-PARITY METHOD Budget set to achieve share-of-voice parity
with competitors
i. Competitors’ expenditures represent collective industry wisdom
ii. Maintain competitive parity prevents promotion wars
Establishing the Total Marketing Communications Budget
OBJECTIVE-AND-TASK METHOD: Develop promotion budgets by
Define specific objectives Determine tasks Estimate costs = proposed budget
Step 6. Decide on Communications MixStep 6. Decide on Communications Mix
AdvertisingPublic, Pervasive, Expressive, Impersonal
AdvertisingPublic, Pervasive, Expressive, Impersonal
Sales PromotionCommunication, Incentive, Invitation
Sales PromotionCommunication, Incentive, Invitation
Public Relations & PublicityCredibility, Surprise, Dramatization
Public Relations & PublicityCredibility, Surprise, Dramatization
Personal SellingPersonal Confrontation, Cultivation, Response
Personal SellingPersonal Confrontation, Cultivation, Response
Direct MarketingNonpublic, Customized, Up-to-Date, Interactive
Direct MarketingNonpublic, Customized, Up-to-Date, Interactive
Step 7. Measure ResultsStep 7. Measure Results
Step 8. Manage the IMC ProcessStep 8. Manage the IMC Process
Current Consumer States for Two Brands
Product Life-Cycle
Stage
Type of Product/ Market
Push vs. Pull
Strategy
Buyer/ Readiness
Stage
Factors in Developing Integrated Marketing Communications Strategies
Push Versus Pull Push Versus Pull StrategyStrategy
ProducerProducer WholesalerWholesaler RetailerRetailer ConsumerConsumer
PUSH STRATEGY
ProducerProducer WholesalerWholesaler RetailerRetailer ConsumerConsumer
Product flow Communication effort
PULL STRATEGY
Measuring Communications Results Management wants to know outcomesoutcomes &
revenuesrevenues from communications investments Behavior change measures should capture
real payoff Communications director must measure its
impact on the target audience