Adman Lecture 5

Advertising Management

Review of How Brand Communication Works

How Brand Communication Works

• Source or Sender-the initiator of a message

• Encoding-process of creating a brand message to convey an intended meaning and elicit a certain type of response

• Message-an idea encoded in a combination of words, pictures, actions, symbols, and/or events

How Brand Communication Works…Cont’d

• MC message-anything that talks about a brand, such as ads, radio commercials, direct-mail pieces, sales clerks or customer service

• Channel or media vehicle-means by which a message is delivered-letter, e-mail, radio, television, newspaper, telephone, an event, etc.

• Receiver-anyone who is exposed to a message

How Brand Communication Works…Cont’d

• Decoding-process of interpreting what a message means

• Feedback-response that conveys a message back to the source

• Noise-interference or distractions that can negatively affect the transmission and reception of a message

How Brand Communication Works…Cont’d

• Brand messages-all the information and experiences that impact how customers and other stakeholders perceive a brand.

Brand Communication Model

1. SOURCE(Encoding)Company

BrandAgency

6. FEEDBACK-INTERACTIVITY

Immediate, Delayed or No Response

2. MESSAGESBrand

MessagesAds, PR release,

coupons, signage, customer service

3. COMMUNI-CATION

CHANNELMedia

TV, Radio, Newspa-per, Magazines, Mail,

Internet, Phone

4. RECEIVER(Decoding)

CustomersProspects

Otherstakeholders

4. NOISEPhysical & Psychological Distraction

Brand Customer Touch Points

• Any situation in which a customer comes into contact with a brand or company

Managing Customer Touch Points

1. Identify touch points2. Prioritize touch points based on:

impact on brand loyalty; Ability of the company to influence the touch-point

experience; Cost of making each contact a positive experience; Extent to which contacts can be used to gather

customer data; and Extent to which contacts are appropriate for

carrying additional brand messages

3. Integration

IMC Brand Touch Points

• Intrinsic touch point-interactions with a brand required during the process of buying or using that brand

• Unexpected touch point-unanticipated references to a brand that are beyond the control of the company. (eg. Word-of-mouth brand messages)

• Customer-initiated touch point-an interaction that occurs whenever a customer or prospect contacts a company.

IMC Brand Touch Points…Cont’d

BRAND

IntrinsicCompanyCreated

UnexpectedCustomerInitiated

4 Rs to Purposeful Dialogue

1. Recourse-easy access to someone who can solve a problem

2. Recognition-company acknowledgement of purchases and of the customer’s interaction history with the company

3. Responsiveness-a reaction that produces customer satisfaction after a customer-initiated company contact.

4. Respect-consideration