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Adman Lecture 5: Review of Principles of Advertising and IMC lesson on how Brand Communication Works
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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