[Brand] IMC to build brand equity

Group 5

The new media environment

Challenges in designing brand-building communications

Information processing model of communication

1. Exposure

2. Attetion

3. Comprehention

4. Yielding

5. Intentions

6. Behavior

Role of multiple communication

• How much and what kinds of marketing communications are necessary?

• Understand how each communication option works and how to assemble and integrate the best set of choices.

Overview of marketing communication options

Advertising

Demonstrating product attributes

Dramatically portraying user and usage imagery, brand

personality…

Drawbacks

Easy to ignore

High cost

VTV1 Phim chiều 82 7.3 Suốt

VTV3Gameshow

(Chiến nón kỳ C13 20.2

Trước/

Sau

Phim trưa - Việt 782 - G 2.7 Suốt

Phim tối 7P4-G1/2/3 8.2 Suốt

Vượt lên chính mình7T6VL-G2 3.5 Suốt

Phim chiều 9A7-G1 2.8 Suốt

Phim tối 9B4-G2 3.5 Suốt

Phim trưa TR2 24.9 Suốt

Phim tối T3A 14.8 Suốt

Phim trưa 1D7 25.4 Suốt

Phim tối 183 26.2 Suốt

CT43 Phim tối 4.5 Suốt

KTV Phim tối 12.2 Suốt

BTV1 Phim chiều . 16.8 Suốt

Chương trình Vị trí

HTV7

HTV9

DVTV

VL31

Kênh Mã số Rating

Highly targeted, inexpensive to produce

and place.

Achieve a balance between broad and

localized market coverage

Lack of visual image

PRINT

Advantages:

Detailed product information

Disadvantages:

Difficult to provide dynamic presentations

Fairly passive medium

Magazines

Advantages:

Effective at building user and usage imagery

Highly engaged

Less multitask while reading

Disadvantages:

Long lead time

Newspaper

Advantages:

Timely and pervasive

High coverage

Flexibility in designing

Disadvantages:

Poor reproduction quality

Short life

Effective print ad

Clarity

Consistent Branding

DIRECT RESPONSE

Advantages:

Highly selective

Detailed information

Vary in tools

Diisadvantages:

Poor image

Causing annoying

Interactive

• Websites

• Onl Ads

• Mobile Marketing

Website

Advantages

Low cost

Detailed information

Degree of customization

To entertain but still communicate desired

information

Online Ads

Advantages:

Accountable

Nondisruptive

Target customer

Disadvantages:

Easy to ignore

Causing annoying

Infuriating customer

Mobile Marketing

Advantages:

Focus on right person, right time

Detailed information

Disadvantages:

Causing annoying

OUTDOOR

Non-traditional, alternative or supportive form of advertising

Idea behind it is to give marketers an alternative environment in which to promote their products.

Examples: Billboards and poster Movies, airlines, lounges, and other places Product placement Point-of-purchase

• Advantages

Location specific

High repetition

Easily noticed

• Disadvantages

Short exposure time

Local restrictions

SALES PROMOTION

• Short term incentives to encourage trail & usage of a product or service

• Trade consumers – Financial incentives/discounts given to retailers, distributors, etc

– Slotting allowances, POP displays, contests, cooperative ads

• End consumers – Designed to change the choices, quantity or timing of consumer

product purchases

• Advantages • Incentive to buy • Manufacturers can price discriminate • Traders can maintain full stocks • Disadvantages • Decrease brand loyalty • More brand switching • Decreased quality perceptions • Increased price sensitivity

Event Marketing and

Sponsorship

Event Sponsorship

(Là một cách truyền thông, giúp mở rộng và làm tăng mối quan hệ sâu sắc với khách hàng tại những sự kiện đặc biệt - thường tự tổ chức hoặc liên quan

nhiều đến công ty)

Event Marketing is public sponsorship of events or activities

(Nâng cao vị thế và uy tín của công ty, ảnh hưởng mạnh mẽ đến thương hiệu)

Sports

Art

Entertainment

Social causes

Hoạt động tài trợ có những điểm rất khác biệt so với những hoạt động truyền thông.

Những giá trị đặc biệt cho một thương hiệu.

Đến đúng đối tượng mục tiêu

Thiết lập liên kết thương hiệu

Mang tính tương tác cao

Giúp công ty vượt những giới hạn

Public Relations and

Publicity

Vai trò của PR là giúp công ty truyền tải những thông điệp đến khách hàng và những nhóm công chúng quan tâm.

PR giúp sản phẩm dễ đi vào nhận thức khách hàng.

Buzz Marketing

- 170 kênh

truyền hình

- 30000 lượt

chia sẻ trên

facebook

Personal Selling

The keys to better selling: Training Get everyone involved Inspire Motivation Forge electronic links Talk to your customer

IMC

Program

Complementarity

Versality

Contribution

Commonality

Coverage

Cost

COVERAGE

• The proportion of the audience reached by

each communication option

• How much exists among communication

options

CONTRIBUTION

• The inherent ability of a marketing

communication to create the desired

response and communication effects from

consumers in the absence of exposure to

any other communication option

COMMONALITY

• The extent to which common information

conveyed by different communication

options shares meaning across

communication options

COMPLEMENTARITY

• Describes the extent to which different

association and linkpages are emphasized

across communication options

VERSALITY

• The extent that a marketing

communication option is robust and

effective for different groups of consumers

• There are two types

Communication

Consumer

COST

Using IMC choice criteria

1 • Evaluating communication option

2 • Establishing priorities and tradeoffs

3 • Executing the final design and

implementation

Thanks for listening