Samenvatting
Summary Integrated Advertising, Promotion, and Marketing Communications - Chapter 1-15
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- Hogeschool Windesheim (HW)
Samenvatting van Integrated Advertising, Promotion, and Marketing Communications - Chapter 1-15
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Samenvatting Integrated Advertising, Promotion, and MarketingCommunications
Chapter 1
Communication: transmitting, receiving and processing information. It occurs when the receiver
comprehends (decodes) the information.
The communication process: Sender … encoding … transmission device … decoding … receiver
… feedback …
Encoding: is forming verbal and nonverbal cues (messages). Messages travel to audiences through
various transmitting devices. Decoding: employ senses (hearing, seeing, feeling)
Noise: anything that distorts or disrupts message. Most common form is clutter.
A complete IMC plan: every element of the marketing mix (price, product, distribution, and promotions)
Promotional activities include for example promotional selling, database marketing, social media etc.
Marketing plan: current situational analysis, SWOT, marketing objectives (such as higher sales, desired
customer actions), target market, marketing strategies, marketing tactics, implementation, evaluation.
Trends affecting marketing communications:
- Emphasis on accountability & measurable results
- Explosion of the digital arena
- Integration of media platforms
o Content gazing: looking at two or more screens simultaneously to access content that is
not related.
o Investigative spider-webbing: investigating specific content across multiple platforms.
o Quantum journey: focuses on completing a specific task, like finding a Chinese
restaurant, using a PC, obtaining consumer reviews on a smartphone, and finally employ
an app to either locate the restaurant or place an order.
o Social spider-webbing: consumers share content or information across multiple devices.
- Shift in channel power.
o Power Is beginning to shift to consumers, because consumers do not have to purchase
from the local retail stores. They have options.
- Increase in global competition
- Increase in brand parity
o Goods and services are the same and provide the same set of attributes. Important is
price, availability or specific promotional deal. Decline in brand loyalty
- Emphasis on customer engagement (contact points, two-way communication, emotional
commitment)
GIMC: globally integrated marketing communications. By developing one strong theme
(standardization) and then adapting that theme to individual countries, the firm conveys a message that
integrates international operations into a more coherent marketing package.
,Chapter 2
Effective IMC program: emphasizes a strong and positive brand image. A brand’s image consists of the
feelings consumers and business-to-business customers have towards the organization and each
individual brand.
Tangible (tastbaar) elements include:
- Goods or services sold
- Retail outlets
- Advertising
- Marketing communications
- Name and Logo
- Package and labels
- Employees
Intangible elements consist of:
- Corporate personnel
o Ideals
o Beliefs
o Conduct
- Environment policies
- Corporate culture
- Country location
- Media reports
From a consumer’s perspective, brand image serves several useful functions:
- Provides positive assurance
- Reduces search time
- Provides psychological reinforcement (strengthening)
- Provides social acceptance
Brand alliance: two companies use brand strength and develop + co-market new product ft. both names.
From a company’s perspective, a highly reputable image generates many benefits:
- Extension of feelings to new products
- Ability to charge more
- Consumer loyalty
- More frequent purchases
- Positive word-of-mouth
- Greater channel power
- Attracts higher quality employees
- More favorable ratings
First step in managing a brand image: identify the desired image by evaluating the current image by
asking (non-)customers what they think. Strong brand image is a strategic advantage for a company.
, Rejuvenating the image involves remind customers of their previous conceptions of the company while
at the same time expanding into a closely related area of concern. A strongly established image
becomes difficult, if not impossible, to change.
Brand names can be divided into four categories based on their actual, implied, or visionary meaning:
- Overt names: Reveal what a company does.
- Implied names: contain recognizable words or word parts that convey what a company does.
- Conceptual names: capture the essence of what a company offers
- Iconoclastic names: represent something unique, different, and memorable.
Brands are names given to goods or services or groups of complementary products. Versions of brands:
- family brands
o multiple products under one brand
o transfer associations
- flanker brands
o new good or service
- co-brands (alliance branding)
o new brand within current category
ingredient branding
placement of one brand within another brand
cooperative branding
joint venture of two or more brands into an new product or service
complementary branding
marketing of two brands together for co-consumption
Salient: outstanding. Keeps brand strong.
Brand equity: characteristics that are unique to a brand. Brand metrics: measure return of branding
investments. E.g. financial value, stock market value, consumer/revenue value.
Private brands/labels: proprietary brands marketed by organization and distributed exclusively within
organization’s outlets. Consumers now view private brands as having quality equal to or close to that of
more famous manufacturer brand names. At the same time, customers expect price advantages in
private label products. Company leaders remain aware of legal and ethical brand challenges.
Building powerful brands requires a marketing commitment. Companies must be willing to invest money
in the brand, which starts with creating awareness. Consumers also want companies to act socially
responsible.
International marketers utilize both standardization and adaptation tactics with regard to brands and
products.
Brand infringement: another brand closely resembling (name)
- Black: seriousness, boldness, power, sophistication, and tradition.
- Green: tranquility, health, freshness, stability, and appetite
- Purple: sophistication, spirituality, wealth, royalty, youth, and mystery.
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