Marketing Communication and Brand Management

in Broadcast media

Why is it that “Lifebuoy hai jahan tandustre hai vaha” is still stuck in our head??

That is what a good marketing communication strategy can do to your brand!!

Marketing Communications• Marketing communications are messages and related media used

to communicate with a market. Marketing communications is the "promotion" part of the "marketing mix" or the "four Ps": price, place, promotion, and product.

• It can also refer to the strategy used by a company or individual to reach their target market through various types of communication.

• Eg: In 1935, when Dalda came into existence, it went on to promote its product through- the VAN operation!

Dalda- Van operation

The Dalda van would park in a busy locality, unfold a table, a cook would emerge and fry samosas, the ladies watching would be served, leaflets disturbuted and they went home with small packs of Dalda. It pretty much did the trick!!

• Integrated marketing communications basically emphasizes that the “organization’s” attitude and communication should be in sync with the services they wish to offer/the goal of the Company. By organization here, we refer to each and every constitute of the Company, from the product to people involved in the company.

• Eg: Mainland China, a popular chain of restaurants in India. From the ambiance to food, from the Chef to waiters, each and every component focuses on providing a rich customer experience.

From 4 P’s to 7 P’sIntegrated Marketing Communications

Process of Marketing Communication

International Marketing Communications

Foreign CountryContext

Encoding

Foreign country Decoding

Process of Marketing Communication• Sender:

It refers to the marketing firm which is conveying the message.

• Encoding:

Before a message can be sent, it has to be encoded. Putting thoughts, ideas, or information into a symbolic form is termed as encoding. Encoding ensures the correct interpretation of message by the receiver, who is often the ultimate customer.

• Message:

A message may be verbal or non-verbal, oral, written, or symbolic. A message contains all the information or meaning that the sender aims to convey. A message is put into a transmittable form depending upon the channels of communication.

• Medium:

The channel used to convey the encoded message to the intended receiver is termed as medium. The medium can be categorized in the following manner:

• i) Personal:

It involves direct interpersonal (face-to-face) contact with the target group.

• ii) Non-Personal:

These are channels which convey message without any interpersonal contact between the sender and the receiver.

• The non-personal channels of communication may further be broadly classified as follows:

a) Print Media:

Newspapers, magazines, direct mails, etc.

b) Electronic Media:

Radio and Television.

• Decoding:

It is the process of transforming the sender’s message back into thought. Decoding is highly influenced by the self-reference criteria (SRC), which is unintended reference to one’s own culture.

• Receiver:

It is the target audience or customers who receive the message by way of reading, hearing, or seeing. A number of factors influence how the message is received. These include the clarity of message, the interest generated, the translation, the sound of words, and the visuals used in the message.

• Noise:

The unplanned distortions or interference of die message is termed as ‘noise.’ A message is subjected to a variety of external factors that distort or interfere, its reception.

• Feedback:

In order to assess the effectiveness of the marketing communication process, feedback from the customers is crucial. The time needed to assess the communication impact depends upon the type of promotion used. For instance, an immediate feedback can be obtained by personal selling, whereas it takes much longer time to assess the communication effectiveness in case of advertisements.

Marketing through Product Cues

• The product communicates through its physical features, such as colour, shape, size, package, labels and brand name.

• E.g.: Baby Lips from Maybelline: The package uses youth centric colours like pink, yellow, blue, etc. basically depicting its target audience. The product advertises itself as a lip care brand for softer and healthier lips! Brand name and even logo communicates, “Baby Lips” in itself signifies what is the highlight of this product.

Case Study: Big Mac Changes Colour

• Fifteen years after it entered India, Big Mac is changing colours, literally. The world's largest fast-food chain is shedding its familiar red-and-yellow colours for more muted tones as it goes for its biggest and costliest revamp in the country, in line with its global strategy of attracting more adults.

• "The change has already kicked off with one outlet each in New Delhi and Mumbai," said McDonald's India (North & East) MD and joint venture partner Vikram Bakshi. The company hopes to upgrade the consumer's experience, he said, without alienating its younger customers and raising prices.

McDonald's launches a meatless Menu for Indian Market

• McDonald's Corp., the fast food chain that brought the hamburger to the world, is opening what may be its first vegetarian-only restaurants.

• The world's biggest hamburger chain said Tuesday that the locations in India will serve only vegetarian food because of customer preferences in the region.

• Already, McDonald's said its restaurants in India do not sell beef or pork, and that the kitchens are separated into sections for cooking vegetarian and non-vegetarian food.

• They have menu items that cater to local tastes, such as the Maharaja Mac, which is a Big Mac made with chicken patties instead of beef. It also offers a McAloo Tikki, a burger made with a spicy breaded potato patty, red onions, tomatoes and a "special vegetable sauce."

Marketing through Price Cues• Price-Quality Equation: Quite frequently, consumers view price as an

index of quality. They associate the higher priced brand with better quality. Price as an informational cue plays a key role in decision making.

• Price-Status Equation: Price, in certain cases, becomes a symbol of prestige or status of the buyer. This is quite often true of luxury/high-priced consumer goods. When the buyer proudly declares that he has purchased the highest priced brand in the market, he is viewing price as a symbol of prestige.

• Price, an indicator of Technological Superiority: A potential buyer in

search of a good refrigerator may come across different brands, each claiming distinctiveness and quality performances, and listing out its technological features.

Promotion as Constituent of Marketing Communications

• The very fact that Promotion was all along considered as synonymous with marketing communications is a pointer to its pre-eminent role in communication task. Promotion itself consists of four different component, namely:

• Personal Selling

• Advertising

• Sales Promotion

• Publicity, PR and Sponsorship of Events

Understanding Advertising

• Advertising is any paid form of non-personal presentation and promotion of ideas, good or services by an identified sponsor.

• E.g.: The ad tries to give out its message in a humorous way, of how powerful Fevicol

can be, giving it an excellent recall value.

Major Advertising Decisions

• Setting Advertising Objectives

• Setting the Advertising Budget

• Developing Advertising Strategy

• Evaluating advertising Campaigns

Setting Advertising Objectives

An Advertising Objective is a specific communication task to be accomplished with a specific target audience during a specific period of time.

Advertising objectives can be classified by primary purpose i.e.

• Informative Advertising

• Persuasive Advertising• Comparative Advertising• Reminder Advertising

Factors affecting the Advertising Budget

• A brand’s advertising budget often depends on its stage in the product life cycle. E.g.. New products typically need large advertising budgets to build awareness and to gain consumer trial, in contrast to mature brand, which usually require lower budgets.

• Market share also impacts the amount of advertising needed because building the market or taking market share from competitors requires larger advertising spending.

• Also, brands in a market with many competitors and high advertising clutter must be advertised more to be noticed above the noise in the market.

• Undifferentiated brands may require heavy advertising to set them apart.

Because so many factors affect advertising effectiveness, measuring the results of advertising spending remains an inexact science.

Developing Advertising Strategy

Advertising Strategy consists of two major elements:

• Creating Advertising Message: NO matter how big the budget, advertising can succeed only if advertisements gain attention and communicate well.

• Selecting Advertising Media: The major steps in advertising media selection are;

1. Deciding on Reach, Frequency and impact

2. Choosing among major media types

3. Selecting specific media vehicles

4. Deciding on Media timing.

Creating the Advertising Message

• Breaking through the Clutter: Advertisers can no longer force-feed the same old cookie-cutter ad messages to captive consumers through traditional media. Just to gain and hold attention, today’s advertising messages must be better planned, more imaginative, more entertaining, and more rewarding to consumers.

• Message Strategy: Message Strategy statements tend to be plain, straightforward, outlines the benefits and positioning points that the advertiser wants to stress. The advertiser must next develop a compelling creative impact - or “the big idea”- that will bring the message strategy to life in a distinctive and memorable way.

• Message Execution: The creative team must find the best approach, style, tone, words, and format for executing the message.

Selecting Advertising Media

• Deciding on Reach. Frequency, and Impact

• Choosing among Major Media Types

• Selecting Specific Media Vehicles

• Deciding on Media Timing

Major Advertising tools

1. Press Advertising: It provides us with flexibility and good local market coverage.

2. Billboard Advertising: It provides us with high repeat exposure, low cost and good position selectivity.

3. Online Advertising: The internet offers us with high selectivity, low cost, immediacy but has relatively low impact.

4. Aerial Advertising

5. In-store Advertising/Visual Merchandising

In-store display of Lifestyle, a leading chain in Apparels and NYC Department Store.

Decoding an Ad’s Appeal Although there was some worry about whether such a “delicate subject” could be

handled in magazines and newspapers, Seagrove and his collaborator, Milton Feasley, launched an ad campaign that played heavily on fears about how others would react to a halitosis sufferer. The most famous of their ads concerned the “pathetic” case of “Edna,” who was “often a bridesmaid but never a bride.” She was approaching the “tragic” thirtieth birthday unmarried because she suffered from halitosis—a disorder that “you, yourself, rarely know when you have it. And even your closest friends won’t tell you.” Tragic Edna can be seen on the right.

B2B and B2C Advertising

Business-to-business (B2B) describes commerce transactions between businesses, such as between a manufacturer and a wholesaler, or between a wholesaler and a retailer. Contrasting terms are business-to-consumer (B2C) and business-to-government (B2G).

Buying Behaviour in B2B

• For consumer brands the buyer is an individual. In B2B there are usually committees of people in an organization and each of the members may have different attitudes towards any brand.

• Process for B2B products is usually much longer than in B2C because of lengthy decision making process.

• Brand loyalty is much higher than in consumer goods markets.

• While consumer goods usually cost little in comparison to B2B goods, the selling process involves high costs.

Differences between B2B and B2C

• Product and Service Explanation• B2B is naturally targeted• Creative, marketed content fuels inbound• Content Strategy

• B2B Branding: Buyers here are well aware of the costing levels and specifications, even of the product. As a result of this, it is vital that brands are clearly defined and target the appropriate segment.

Understanding Public Relations

• A basic definition of public relations is to shape and maintain the image of a company, organization or individual in the eyes of the client's various "publics." What is a "public" exactly? A public, in PR terms, is anyone who ever has or ever will form an opinion about the client.

• Public Relations can have a strong impact at a much lower cost. The company does not pay for the space or time in the media. Rather, it pays for a staff to develop and circulate information and to manage events.

• A PR professional crafts press releases resembling a compelling news story, making it clear why his client's product, service or personal history is important. The goal is to fulfil the journalist's requirement for news while enhancing the client's image in the public eye.

• PR professionals spend a lot of time cultivating relationships with journalists and other members of the mass media. This is done by researching which journalists write about the client's industry or personal interests.

• Another job of public relations is to create a press kit, or media kit. • The press kit contains everything the journalist needs to understand who the client

is and what the client does. That could include:• Executive profiles• Quick facts about an organization, such as its company history• Photographs• Detailed product descriptions; even samples• Recent press releases• Business card of PR representative

Scope of Public Relations• The broad scope of public relations jobs can be narrowed down into

three general categories:

• Publicity• Communications• Training

Publicity Publicity is a free and favourable mention of your client in a magazine, a

positive review of your client's product in a newspaper column, or a recommended link to your client's Web site on a popular blog.

Training

Media trainers are PR professionals who put their media relations knowledge to work coaching corporate executives, spokespeople and politicians on the best techniques for handling the press.

Communications

• Corporate communication is a set of activities involved in managing and orchestrating all internal and external communications aimed at creating favourable point of view among stakeholders on which the company depends.

• Corporate Communications is basically of 3 types:

• Crisis Communications• Internal/Employee Communications

• Investor Communications

• Corporate Branding: A corporate brand is the perception of a company that unites a group of products or services for the public under a single name, a shared visual identity, and a common set of symbols.

• Corporate and Organizational Identity: It is the uniqueness of an organization and the central, distinctive and enduring features of an organization.

• Corporate Social Responsibility: Corporate responsibility (CR) constitutes an organization’s respect for society’s interests, demonstrated by taking ownership of the effects its activities have on key constituencies including customers, employees, shareholders, communities, and the environment, in all parts of their operations.

• Corporate Reputation: It is the overall assessments of organization by their stakeholders.

Differences between PR and Advertising

• Paid or Free Coverage• Creative Control Vs. No Control• Shelf Life• Wise Consumers• Special Events• Writing Style

Other Components of Marketing Communication

• Personal Selling: In a nutshell, Getting customers and Keeping customers is the task of personal selling. The salesmen have to locate and create new customers for the company and keep selling to the firm's existing customers.

• Sales Promotion: Media and non-media marketing communication are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability.

• SNS: A social networking service (also social networking site or SNS) is a platform to build social networks or social relations among people who share interests, activities, backgrounds or real-life connections.

Broadcast IndustryB2B Ads

• As it can be seen from the above two advertisements that Aaj Tak keeps the content to the point avoiding too many details or text in their ads. The font used is usually broad. The headlines can be called either catchy or melodramatic depending from which view you see it.

• Aaj Tak usually uses Red colour as their base colour or Red is present in their ad to make identification better.

AAJ TAK

INDIA TV

As in the case of India TV, it either keeps it ad data centric, or either as seen in the case of "Aaj Ke Baat" and "Aap ke Adalat" ads always appears with Mr. Rajat Sharma photo and the headlines in them as kept as short and crisp as possible. Too much detailing is usually avoided. Again orange and blue colour is used in the above advertisement to bring uniformity among all its other ads for the purpose of easy recall.

B2B Ads are more date centric and emphasis is more on logic as against emotion in B2C Ads.

ABP (Anandabazar Patrika) NEWS

The above ad uses black and white theme, giving it a traditional look and feel. The ad aims to convey that their show will focus on how the Modi Government is doing after completion of 100 days.

The above ad has a big body copy but it is well placed to give the whole concept some clarity.

Broadcast Media SpaceB2C AdsAAJ TAK

Aaj Tak, who claims to be the nation’s No. 1 News Channel launches a unique series – ‘Satyagraha – 2014’ that draws inspiration from the Father of the Nation – Mahatma Gandhi. With the upcoming elections and the people’s verdict around the corner, claims and counter claims are making the political landscape cloudy for the voter. While the chaos is making the viewer lose patience on the bigger picture, Aaj Tak brings out an anchor in the rebirth of Mahatma Gandhi with this ground breaking series, ‘Satyagraha 2014’. The belief behind the show is that Gandhi Ji is alive in all and his message is constantly reminding people that truth should be the deciding factor in the fate of this year’s elections.

INDIA TV

INDIA TV, Nation’s Most Watched News Channel undergoes a Brand Refresh:The new look has been designed by Renderon Broadcast Design, a US based packaging firm that counts FOX News and NBC amongst its clients, has given India TV an international and contemporary look and feel.

India TV’s new logo has been designed by brand strategy firm DY works.

India TV news presentation moves to a highly sophisticated double story set.

The colourful set has been designed and executed by BDI (Broadcast Design International), one of the global domain leaders. Mike Baker, former lighting director, BBC was specially flown in for lighting the new set.

Even the new look for India TV mikes has been designed by Germany’s Schulze-Brakel that specialises in collateral design for Microphone IDs. Strategic refresh in Brand India TV has Editor-in-Chief Rajat Sharma leading from the front.

One of the best known presenters in Indian TV industry, Rajat Sharma, has taken charge of prime time reviving his popular show Aaj Ki Baat- Rajat Sharma ke Saath.

ABP NEWS

Series of Ads by Rival Companies

The series of Ad below shows creativity at its best, with Rival Companies of biggest Car brands projecting their superiority in a very subtle and sarcastic fashion. Albeit it is not for a Campaign.