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marketing communications
means means by which firms attempt to inform, persuade, and remind consumers about brands
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six steps to attention
- exposure. attention. comprhension. yielding. intentions. behavior.
- each step is succesfully accomplished at 50%
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advertsising
any paid form of nonpersonal presentation by an identified sponsor
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message strategy
positioning of an ad
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creative strategy
the way the ad expresses teh brand claims
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copy testing
a sample of consumers are exposed to a candidate ad and their reactions are gauged in some manner
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critical ad points
- identify your brand early
- identify often
- promise the listener early
- repeat often
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direct repsonse
uses mail, telephone, internet, or other non-personal tools to communicate or solicit a response from specific customers
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out of home advertsising
- broadly defined category that captures advertising outside traditional media
- billboards, movies, airlines, lounges, product placement, point of purchase
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sales promotions
short term incentives to encourage trial or usage of a product or service
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event marketing
is a public sponsorship of events or activities related to sports, art, entertainment, or social causes
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event sponsorship rationale
- identify with particular market
- increase awareness of company
- reinfornce perceptions
- enhance image
- evoke feeling or experience
- express commitment to community
- entertain key clients or employees
- permit merchandising or promotional opportunities
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publicity
non-personal comminucations such as press releases, media interviews, press confrerences, feature articles, newsletters
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buzz marketing
creation of consumer word of mouth
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personal selling
face-to-face interaction with one or more perspective purchasers for the purpose of making sales
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coverage
proportion of the audience reached by each communication option, as well as how much overlap exists among communication
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contribution
inherent ability of a marketing communication to create the desired response and communication effect from consumers in the abscense of exposure to any other communication option
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commonality
consistency and comprehensiveness of the brand
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complementarity
the extent to which different associations and linkages are emphasized across communication options
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multiple information provision strategy
provide different information within a communication option to appeal to different consumers
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broad information provision strategy
provide information that is rich or ambiguous enough to work regardless of prior consumer knowledge
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leveraging secondary brand knowledge
- borrowing brand equity from another entity
- countries, countries, channels, other brands, characters, spokesperson, events, awards
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factors for leveraging (3)
- awareness
- meaningfulness
- transferability
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commonality in leveraging
leveraging with entities that have desired brand associations
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complementarity in leveraging
choosinga brand to leverage because it allows for departure for the brand
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co-branding
occurs when two or more existing brands are combined into a joint product or marketed togther in some fashion
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ingredient branding
creation of brand equity for materials, components, or parts that necesarily contained within other branded products
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liscensing
creates contractual arrangements whereby firms can use the names, logos, characters,and so forth of other brands to market their own brands
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corporate trandemark liscensing
liscensing of company names, logos, or brands for various often unrelated products
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qualitative research techniques
identify possible brand associations and sources of brand equity
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rorschach test
test where inkblots are used to peer into one's suboncious and unconscious
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quantitative reserach
typically employs various types of scale questions from which reserachers can draw numerical representations and summaries
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recognition
requires consumers to identify the brand under a variety of circumstances and can rest on the identification of any brand elements
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recall
consumers must retrieve brand element from given a related cue or probe
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aided vs unaided cues
- unaided idenitifies stringest of brands
- aided uses various cues to help consumer recall
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beliefs
descriptive thoughts a person holds about something
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multimensional sealing
- determines the percieved relative images of a set of objects, such as products or brands
- determines uniquesness
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brand relationship quality
measures a brand's strenth, depth, and durability of thge consumer-brand relational bond
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brand relationship quality factors (6)
- interdependanc - in daily life
- self concept connection - identity deliverances
- commitment - dedication to continues brand association
- love - aodration toward the brand
- intimiacy - a sense of deep familiarity with a brand
- partner quality - trust aith
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comparitive methods
research studies or experiments that examine consumers attitudes and behavior toward a brand to directly estimate the benefits arising from having a high level of awareness and strong favorable unique brand associations
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brand based comparitive approaches
use experiments in which consumers respond to changes in elements of the marketing program or marketing activity for the target brand or competitive brands
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exemplar
a brand that is the perceipeved representative of the category
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conjoint analysis
is a survey-based multivariate technique that enables marketers to profile the consumer decision process with respect to products and brands
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part worth
the value each consumer places on a particular attribute level
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hollistic method
place an overall value on the brand in either abstract utility terms or concrete terms.
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residual approach
examines the value of a brand by subtracting consumers' preferences for the brand based on physical product attributes alone
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perception biased component
difference between subjectively placed values and objectively measures attributes levels
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non-attribute preference component
difference between subjectively percieved attribute values and objectively overall preference
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goodwill
intangible assets that augment the earningpower of a firm
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interbrand valuation (5)
- market segmentation
- financial analysis
- demand analysis
- competitive benchmarking
- brand vale calculation npv
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