Communication in Advertising and Promotion

APPLE MECCA

2008-04-24T13:13:00.000-07:00

IS THIS MARKETING??

This is a massive Apple Computer store in Manhatan, and it is called "Apple Meca".

The reason why they named it this way is because it will be open 24h/7 and shall be the place NewYorkers shall take a holy pilgrimage whenever they want a new ipod Nano

Is this really innovation or mockery?

Please, leave comments.

Assignment

2008-03-30T13:47:00.000-07:00

Assignemnt

Brand Image Consists of

- Brand's Name, term, sign, symbol, or design, or a

combination of them all

- To be different from other brands that are in the

market

- It can also be thought of types of associations that

comes to the consulemer's mind when they hear the

name of the brand

- Brands are also linked on our memories with

emotions and thoughts

- A brand image must also be sincere, exciting,

competent, sophisticated, and ruged

Associations that Brand has

- Favorability

- Uniqueness

Brand Attribute Consists of

-Non product Related

- Product Related

Two non-product related attributes

- Price

- Packaging

Define Brand Attribute

- Brand Attribute are the features or aspects of the

advertised product or brand

The successful positioning requires a communication

strategy that entices a single type of consumer need

(functional, symbolic or experiential)

- True

Define CPM

- Is how the consumer reacts to certain information

thae he/she recieves and how it is interpreted and

integrated with other information

- It involves exposure, attention, comprehension,

agreement, Retention and search and retrieval of stored

information, and a cpm wrap up

Define HEM - Explains how consumers process information when

they are carefree and happy and confronted with

positive outcomes - Product consumption results from anticipation of having fun and pleasure - From HEM perspective are subjective symbols that

precipitate feelings

Three Stages of Adopting New Products

- Awareness

-Free samples, coupons

- Trier

-wide product distribution, lower prices

- Repeater

- Personal selling, price, distribution, advertising, and

product satisfaction

Three Product Related Characteristics

-Relative Advantage

-Compatibility

-Complexity

Adoption Categories of Diffusion Process

-Innovators

-Early Adopters

-Early Majority

-Late Majority

-Laggards

Define Brand

- Company's particular offering of product, service, or

other consumption object

- Uniqueness of a product

Brand Naming Process

-Specify Objectives for the Brand Name

- Create Candidate Brand Names

- Evaluate Candidate Names

- Choose a Brand Name

- Register a Trade Role of a Brand

- To establish uniqueness

- To signal to the targeted audience that there is a new

product

Ethical, Regulatory, and Environmental Issues in Marketing Communications

2008-02-20T08:17:00.000-08:00

Ethical Issues in Marketing Communications -Ethics:involves matter of right and wrong, or moral, conduct pertaining to any aspect of marketing communications. -Ethics in Marketing is integrated in Honesty, Honor, Virtue, and Integrity.

Three Ethics of Targeting:

-Targeting to Children and Teens

- Targeting children is unethical because they

use children's trust

- Targeting Economically Disadvantaged Consumers

-Unethical because those people have

better things to buy than cigarettes

- Is Targeting Unethical or Just Good Marketing?

- Marketing people believe that advertising is done just

to satisfy a particular need

- Others believe that some of it is unethical and

manipulative

Ethical Issues in Advertising:

- Advertising is Untruthful and Deceptive

- Two-thirds of Americans think that ADS are

untruthful

- Deception occurs when ADS falsely represent a

product and consumers believe it

- Advertising is Manipulative

- When ADS have the power to influence people

to do things then it is considered manipulative

- Priming can be very influential because

advertisers can take advantage of that

- Advertising practitioners do have the ability to

influence consumers in very subtle way

-Advertising Is Offensive and in Bad Taste

- Sometimes ADS are insulting to human

intelligence, vulgar, and offensive

- Advertising Creates and Perpetuates Stereotypes

- Ads creates and perpetuates women, and

disadvantaged people and therefore is guilty

- People Buy Things They Do Not Really Need

- Ads cause people to buy items or services they

do not need

- Advertising Plays on People's Fears and Insecurities

-Ads can appeal negative emotions such as fear,

guilt, and humiliation

- Hence, (AAAA) is an association that sets

standards on ethics in advertising

Ethical Issues in Public Relations

-Publicity involves disseminating positive info

about a company and its products

Ethical Issues in Packaging and Branding

- Four Aspects of Packaging involve Ethical issues

-Label Information

- Can Mislead consumers by

providing exaggerated information

- Packaging Graphics

-Are unethical when the picture on

the package does not represent the

real product.

- Packaging Safety

- Unsafe Packaging are acute when

when packaging is not tamper proof

-Environmental Implications

- Packaging is unethical when it provides wrong environmental benefits Ethical Issues in Sales Promotion - Consumers are responsible too in sales promotion Ethical Issues in Online Marketing - It is unethical because they invade individual Privacy Fostering Ethical Marketing Communications

-Act in a way that you would want others

to act towards you

- Take actions that would be viewed as proper

- Always ask would I would be comfortable

explaining this action on TV to the general

public

Regualtion of Marketing Communications

- What is regulation Justified?

Three Benefits

-Consumer Choice

-When consumers are informed

product quality tends to improve

-Reduced Prices

Regulation of Marketing Communications by Federal Agnecies

Deceptive ADS

-Impression left by the claim or campaign

- False claim is believed by consumers

Misleading

- There must be a representation,

ommision, or a practice that is

likely to mislead the consumer

Reasonable Consumer

Material

-The information is the material that is

presented

Unfair Practices

-Unfair advertising: "acts or practices that cause

or are likely to cause injury to consumers

Information Regulation:

- Corrective Ads is based on the premise that

a firm that misleads consulers should have

to use future advertisment to rectify the

deceptive ads

- Product Labeling

- Prescription Drug Advertising

State Agencies's Regulation of Marketing Communication

- The (NAAG) plays an important role in ADS

since they control the ADS

Advertising Self-Regulation

-Self Regulation: form of private

government whereby peers

establish and enforce volantary rules

of behavior

- Media Self-Regulation

- Advertising Agency Clearance

- Approval from the advertiser's

legal department

- The National Advertising Review Council

-( NARC) has been the most

publicized and most effective form

of self-regulation

- Consists of Three Categories

- Children's Advertising Review Unit

- NAD

- National Advertising Review Board

Environmental, or "Green", Marketing Communications

- Green Marketing Initiatives

- Motivated by compliance,

gaining competetive advantages,

and being socially responsible

some companies have made

responses to environmental issues

-Green Advertising

Three types of Green ADS

- Ads that adress relations

between product and service

- those that promote green

lifestyle

-Ads that present a corporate

image of environment

responsibility

-Seal-of-Approval Programs

- Cause-Oriented Programs

- Point-of-Purchase Program

Guidelines for Green Mareketing

General Guidelines

1. Make Specific Claims

2. Reflect Current Disposal Options

3. Make Substantive

4. Make Supportable Claims

Marcom's Challenges: Enhancing Brand Equity, Influencing Behavior, and Being Accountable

2008-02-08T11:40:00.000-08:00

The Concept of Brand Equity: Brand: represents a "name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one sellers and to differentiate them from those of competition". A brand is everything that one compnay's particular offering stands for in comparison to other brands in a category of competitive products. Brand represents a set of values that its marketers, senior compnay officials, and other employees consistently embrace and communicate for extended period. A Firm-Based Perspective on Brand Equity The firm-based viewpoint of brand equity focuses on outcomes extending from efforts to enhance a brand's value to its various stakeholders. As the value of a brand increases, positive outcomes result. - achieving a higher market share -increasing brand loyalty - being able to change premium prices - earning a revenue premiuim Revenue Premium: the revenue differential between a branded item and a corresponding private labeled item. A Customer-Based Perspective on Brand Equity Brand equity from the customer's perspective consists of two forms of brand-related knowledge: brand awareness and brand image. Brand Awareness Brand awareness is an issue of whether a brand name comes to mind when consumers think about a particular product category and the ease with which the name is evoked. Brand awareness is the basic dimension of brand equity. Brand recognition reflects a relatively superficial level of awareness, whereas brand recall indicates a deeper from of awarenes. Although building brand awareness is a necessary step toward brand equity enhancement, it is insufficient. Brand Image The second dimension of consumer-based brand knowlmedge is a brand's image. Brand image can be thought of in terms of the types of associations that come to the customer's mind when contemplating a particular brand. An association is simply the particular thoughts and feelings that a consumer has about a brand, much in the same fashion that we have thoughts and feelings about other people. 1. Sincerity: Includes brand that are down-to-earth, honest, wholesome, and cheerful. 2. Excitement: Brands scoring high on the excitement dimension are percieved as daring, spirited, imaginative, and up-to-date. 3.Competence: Brands scoring high on this personality dimension are considered reliable, intelligent, and successful. 4. Sophistication: Brands that are considered upper class and charming score high on the sophistication dimension. 5. Ruggedness: Rugged brands are thought of as tough and outdoorsy. How Can Brand Equity Be Enhanced? In general, efforts to enhance a brand's equity are accomplished through the initial choice of positive brand identity but mostly through marketing and marcom programs. A favorable brand image does not happen automatically. Sustained marketing communications are generally required to create favorable, strong, and unique associations. Ingredient branding is a special type of alliance between branding partners. What Benefits Results from Engancing Brand Equity? One major by-product of efforts to increase a brand's equity is that consumer brand loyalty might also increase. Research has shown that when firms communicate unique and positive messages via advertising, personal selling, promotions, events, and other means, they are able to differintiate their brands effectively from competetive offerings and insulate themselves from future price competition. Characteristics of World-Class Brands 1. Brand excels at delivering the benefits customers truly desire. 2. The brand stays relevant 3. The pricing system is based on consumers' perceptions of value 4. Th brand is properly positioned. 5. The brand is consistent 6. The brand portfolio and hierarchy make sense 7. The brand makes uses of and coordinates a full repertoire of marketing activities to build equity. 8. The brand's managers understand what the brand means to consumers. 9. The brand is given proper support, and the support is sustained over the long run. 10. The company monitors sources of brand equity. Affects Behavior and Achieving Marcom Accountability Marcom's eventual challenge is to influence behavior, whatever the nature of that bevior might be. The effect of marcom, or of ots specific elements such as advertising, can thus be gauged in terms of whether it generates a reasonable revenue returns on the marcom investment. Difficulty of Measuring Marcom Effectiveness Though most marketing executives agree that measuring marketing performance is critically important, at the present time relatively few organizations are doing a sophisticated job. Choosing a Metric An initial problem is one determining which specific measures should be used to judge marcom effectiveness. The difficulty of determining how best to measure marketing's return on investment is illustrayed by a recent study conducted of its membership by the(ANA). Gaining Agreement As generally is the case when intelligent people representing different organizational interests are asked to settle in on a particular solution to a problem. Collecting Accurate Data Whatever the measure chosen, any effort to meaningfully assess marcom performance necessitates having data that are reliable abd valid. Calibrating Specific Effects Our hypothetical automobile company will employ several marcom tools to "move" automobiles to consumers. Assessing Effects with Marketing-Mix Modeling To understand and appreciate the nature and role of marketing-mix modeling le's return to the exmaple of the automobile. In order to emplot marketing-mix modeling, a relatively long series of longitudinal data- say, for a two -year period- is required. Marketing-mix modeling is widely used by consumer package good companies.

Overview of Integrated Marketing Communications and the Marcom Process

2008-01-25T06:31:00.000-08:00

The Nature of Marketing Communications

- Marketing Communications became a significant aspect of companies' overall marketing missions and and success.

- All organizations-whether firms involved in B2B exchanges, companies engaged in B2C Marketing or NGOs all use diverse types of marketing communications.

- The primary marketing communication tools are traditional mass media advertising, online advertising, sales promotion,, store signage and point-of-purchase, direct-mail literature, sponsorship of events and causes of many others?

- What is Marketing Communications: the collection of advertising, sales, promotions, PR, event marketing, and other communication devices.

Marketing Communications at the Brand Level

-Marketing communicators in their diverse capacities deliver messages regarding different types of marketing topics: products, services, stores, events, and even people.

- What is brand: a company's offering of a product,

service, or other consumption object.

- The important point to remember is that most marketing communications occurs at the brand level. It is also critical for people to know that the term brand is the proper label for describing any object of concerted marketing efforts.

- Brands perform a critical strategic role by providing a key means for differentiating one company's offering from those of competitive brands.

The Integration of Marketing Communication

- Much of any company's success over the years is attributable to its brand managers having dedicated themselves to presenting consistent messages about the brand, both over time and across communication media.

- However, many companies ignore integrated marketing communication and suffer deeply from the poor integrated marketing communications program.

- Current philosophy, believes that integration is crucial for success.

-What is Integrated Marketing Communications, or (IMC), is the philosophy and practice of carefully coordinating a brand's various marketing elements.

-There has been a reluctance to change from this single-function, specialist model due to managerial parochialism and for fear that, change might lead to budget cutbacks in their areas of control and reductions in their authority and power.

- However, in recent years a number of advertising agencies has expanded their roles by merging with other companies or creating new departments that specialize in the growth areas of sales promotions, event sponsorship, and direct marketing.

- Although there is a movement toward increased implementation of IMC, not all brand manges or their firms are equally likely to have adopted IMC.

What is IMC?

- IMC is a communications process that entails the planning, creation, integration, and implementation of diverse forms of marcom that are delivered over time to a brand's targeted customers and prospects.

The Payoff from ICM: The Value of Synergy

- The payoff is that by closely integrating multiple communication tools and media, brand managers achieve synergy, that is, multiple methods in combination with one another yield more positive communication results that do the tools uses individually.

Key IMC Features -Customer or Prospect

- An initial key feature of IMC is that the process should start with the customer prospect and then work back to the brand communicator on determining the most appropriate messages and media for informing, persuading, and including customers and prospects to persuading, and inducing customers and prospects to act favourably toward the communicator's brand.

-The point of this feature is that brand managers and their agencies should not restrict themselves to only one or select a number of communication media.

- Use any form of relevant contact or touch point

-This second key of relevant contact or touch point and its emphasis on starting with the customer.

-To understand this second key factor of IMC, it will be helpful to draw an analogy between the tools available in marketing communicators and those used by people in craft industries.

- Touch point and contact are used as interchangeable terms to mean any messages medium capable of reaching target customers and presenting the

brand in favourable light.

Speak Single Voice

- Inherent in the philosophy and practice of IMC is the demand that a brand's assorted communication elements must all strive to present the same message consistently across diverse message channels, or points of contact.

-In general, a single voice principle involves selecting a specific positioning for a brand.

- What is a position statement: is the key idea that encapsulates what a brand is intended to stand for in its target market's mind and then consistently delivers the same idea across all media channels.

Build Relationships

-A fourth characteristic of IMC is the belief that successful marketing communication requires building that relationships between brands and their consumer\customers.

-What is a relationship: is an enduring link between a brand and its customers. -There are myriad ways to build brand\customer relationship. Ex: use frequent flyers, frequency, loyalty programs.

-Relationships between brand and customer also are nurtured by creating brand experiences that make positive and lasting impressions.

- Affect behaviour

- This means that marketing communications do more that just influence brand awareness or enhance consumer attitude towards the brand.

-This point is to move people to action.

Changes in Marketing Communication Practices

-Reduced Dependence on Mass Media Advertising prospects effectively, media advertising is not always the most effective for accomplishing this objective.

- The point is that other communication methods should receive careful consideration before mass media advertising has automatically assumed the solution.

Increases Reliance in highly targeted communication methods. - Direct mail, opt-in e-mailing, speciality interest magazine, cable TV, and event sponsorship are just some of the contact methods that enable pinpointed communications that often are less expensive and more effective than mass media advertising.

Heightened Demannds on Suppliers

- It is increasingly important for suppliers to offer multiple services.

Increased Efforts to Assess Communications' Return on Investment.

- The investment in marketing communications must be assessed in terms of profit-to-investment ratio to determine whether changes are needed or whether other forms of investments might be more profitable.

Obstacles in Implementing IMC

-Perhaps the greatest obstacle to integration is that few providers of marketing communication services have the far-ranging skills to plan and execute programs that cut across all major forms of marketing communications.

A Model of the Marketing Communications Decision-Marketing Process

- Fundamental Marcom Decisions

-Targeting allows marketing communicators to deliver messages more precisely and to prevent wasted coverage to people falling outside the intended audience.

-Companies identify potential target markets in terms of demographics characteristics, product usage patterns, and geographic considerations.

- B2B marketing communicators also make targeting decisions.

-Another illustration of B2B targeting is an advertising effort by the National Cattlemen's Beef Association that was designed to increase sales of veal.

Positioning

A brand's position represents the hey feature, benefit, or image that it stands for in the target audience's collective mind?

Setting Objective

- Marketing communicator's decisions are grounded in the underlying goals, or objectives, to be accomplishes for a brand.

Budgeting

-Financial resources are budgeted to specific marcom elements to accomplish desired objectives.

-At one extreme is top-down budgeting, in which senior management decides how much each submit receives.

-At the other extreme is bottom-up budgeting, in which managers of subunits determine how much is needed to achieve their objectives.

A Concluding Mantra

- Mantra is a Hindu word meaning incantation or recitation of the song. This mantra should be committed to memory and used as a hallmark when formulating marcom strategy.

Marcom Implementation Decisions

-Marcom managers must make a variety of implementation decisions in the pursuit of accomplishing brand-level objectives and achieving the brand's positioning and targeting requirement.

-Mixing Elements

-A fundamental issue confronting all companies is deciding exactly how to allocate resources among the various marketing communication tools.

- There is no optimum structure of expenditures between advertising and promotion.

- Brand equity consideration s also play a role in evaluating a satisfactory combination of advertising an promotion.

Creating Messages

- Messages are created in the form of advertisement, publicity releases, promotions, package decisions, and any other forms of marcom messages.

Selecting Media

-Though the term media is is typically applied to advertising, the concept of media is relevant to all marcom tools.

Establishing Momentum - The word momentum refers to an object's force or speed of movement.

- Marketing communications has programs also have, or lack, momentum.

-Critical to the concept of momentum is the need to sustain an effort rather than starting advertising for a while.

Marcom Outcomes

- After marketing communications objectives are set, elements selected and mixed, messages and media chosen , and programs implemented and possibly sustained, program evaluation must take place.

-Measures of communication outcomes include brand awareness, message comprehension, attitude toward the brand, and purchase intentions.

- Accountability, which requires that research be performed and data acquired to determine whether implemented marcom decision s have accomplished the objectives they were expected to achieve.

Conclusion