Campaign Critique

BUS302

Integrated Marketing Communications and brand equity enhancement

Learning objectives

After studying this chapter, you should be able to understand and explain:

• The nature of marketing communications

• The foundations of integrated marketing

communications

• The marketing communication process

• The concept of brand equity and characteristics

of world-class brands

Marketing communications

• Facilitates exchanges by targeting a group of

customers.

• Positions the product away from competitors to offer ‘uniqueness’.

• Shares a common meaning with the target

audience.

Marketing communication

elements

Advertising

Digital marketing communications

Point-of-purchase communications

Direct marketing

Sales promotion

Personal

Sponsorship

Marketing public relations

Marketing communication mix

The concept relies on delivering the marketing message to all relevant

stakeholders.

Synergy works to ensure that all marketing

communications are coordinated and

consistent.

A process determines the types of messages

and media channels that will best reach the

chosen market segment.

Three components of IMC

1 Profile the identified target market

2 Use the relevant media channel

3 Achieve communication synergy, i.e. same brand message

4 Positively influence the target market’s behaviour

5 Build customer relationships, e.g. loyalty programs

Key features of IMC

Traditional marketing versus IMC

A fundamental, strategic change from traditional marketing communications, IMC includes:

• exploring advertising channels outside the traditional mass media outlets

• a more focused communications method that better targets selected segments

• expectations from advertising agencies of greater diversity of communication channels, while still creating a consistent message

• ensuring optimal ROI due to higher levels of accountability

• creating a culture of ethical behaviour.

Positioning Targeting

Setting objectives

Budgeting

Fundamental marketing communication decisions that

can enhance brand equity

Marketing communication implementation decisions

Select the mix of communication elements

Create the messages

Select media outlets

Establish the brand

Evaluate program

Brand equity (Two dimensions form brand knowledge.)

Brand equity

Brand awareness (familiarity with the brand)

Brand image (strong and unique

brand associations)

Brand awareness

• Move brands from a state of unawareness to awareness

• To recall

• Ultimately move to top-of-mind awareness (TOMA)

TOMA

Brand recall

Brand recognition

Unaware of brand

Source: Reprinted with the permission of The Free Press, a Division of Simon & Schuster Adult Publishing Group, from Managing Brand Equity: Capitalizing on the Value of a rand Name by David A. Aaker, Copyright  1991 by David A. Aaker. All rights reserved

Brand image

• The associations (specific thoughts and feelings) about a particular brand

Stored in memory

Recollections of experiences

Conceptualised as:

type

favourability

strength

uniqueness.