IMC to build brand equity

1. Group 5

2. The new media environment

3. Challenges in designing brand-building
communications
Information processing model of
communication
1. Exposure
2. Attetion
3. Comprehention
4. Yielding
5. Intentions
6. Behavior

4. Role of multiple communication
• How much and what kinds of marketing
communications are necessary?
• Understand how each communication option
works and how to assemble and integrate the
best set of choices.

5. Overview of marketing communication
options
Advertising

6. Demonstrating product
attributes
Dramatically portraying user
and usage imagery, brand
personality…
Drawbacks
Easy to ignore
High cost

7. VTV1 Phim chiều 82 7.3 Suốt
VTV3
Gameshow
(Chiến nón kỳ
C13 20.2
Trước/
Sau
Phim trưa - Việt 782 - G 2.7 Suốt
Phim tối 7P4-G1/2/3 8.2 Suốt
Vượt lên chính mình7T6VL-G2 3.5 Suốt
Phim chiều 9A7-G1 2.8 Suốt
Phim tối 9B4-G2 3.5 Suốt
Phim trưa TR2 24.9 Suốt
Phim tối T3A 14.8 Suốt
Phim trưa 1D7 25.4 Suốt
Phim tối 183 26.2 Suốt
CT43 Phim tối 4.5 Suốt
KTV Phim tối 12.2 Suốt
BTV1 Phim chiều . 16.8 Suốt
Chương trình Vị trí
HTV7
HTV9
DVTV
VL31
Kênh Mã số Rating

8. Highly targeted,
inexpensive to produce
and place.
Achieve a balance
between broad and
localized market
coverage
Lack of visual image

10. PRINT
Advantages:
Detailed product
information
Disadvantages:
Difficult to provide
dynamic presentations
Fairly passive medium

11. Magazines
Advantages:
Effective at building user and
usage imagery
Highly engaged
Less multitask while reading
Disadvantages:
Long lead time

12. Newspaper
Advantages:
Timely and pervasive
High coverage
Flexibility in designing
Disadvantages:
Poor reproduction quality
Short life

13. Effective
print ad
Clarity
ConsistentBranding

14. DIRECT RESPONSE
Advantages:
Highly selective
Detailed information
Vary in tools
Diisadvantages:
Poor image
Causing annoying

15. Interactive
• Websites
• Onl Ads
• Mobile Marketing

16. Website
Advantages
Low cost
Detailed
information
Degree of
customization

17. To entertain but still
communicate desired
information

18. Online Ads
Advantages:
Accountable
Nondisruptive
Target customer
Disadvantages:
Easy to ignore
Causing annoying
Infuriating customer

19. Mobile Marketing
Advantages:
Focus on right person,
right time
Detailed information
Disadvantages:
Causing annoying

20. OUTDOOR
Non-traditional, alternative or supportive form of
advertising
Idea behind it is to give marketers an alternative
environment in which to promote their products.
Examples:
 Billboards and poster
 Movies, airlines, lounges, and other places
 Product placement
 Point-of-purchase

21. • Advantages
Location specific
High repetition
Easily noticed
• Disadvantages
Short exposure time
Local restrictions

22. SALES PROMOTION
• Short term incentives to encourage trail &
usage of a product or service
• Trade consumers
– Financial incentives/discounts given to retailers, distributors, etc
– Slotting allowances, POP displays, contests, cooperative ads
• End consumers
– Designed to change the choices, quantity or timing of consumer
product purchases

23. • Advantages
• Incentive to buy
• Manufacturers can price discriminate
• Traders can maintain full stocks
• Disadvantages
• Decrease brand loyalty
• More brand switching
• Decreased quality perceptions
• Increased price sensitivity

24. Event Marketing and
Sponsorship

25. Event Sponsorship
(Là một cách truyền thông, giúp mở rộng và làm tăng mối quan hệ sâu sắc với
khách hàng tại những sự kiện đặc biệt - thường tự tổ chức hoặc liên quan
nhiều đến công ty)

29. Event Marketing
is public sponsorship of events or activities
(Nâng cao vị thế và uy tín của công ty, ảnh hưởng mạnh mẽ đến thương hiệu)

30. Sports

31. Art

32. Entertainment

33. Social causes

34. Hoạt động tài trợ có những điểm rất khác biệt so với
những hoạt động truyền thông.
Những giá trị đặc biệt cho một thương hiệu.

35. Đến đúng đối tượng mục tiêu

36. Thiết lập liên kết thương hiệu

37. Mang tính tương tác cao

38. Giúp công ty vượt những giới hạn

39. Public Relations and
Publicity

40. Vai trò của PR là giúp công ty truyền tải những
thông điệp đến khách hàng và những nhóm công
chúng quan tâm.
PR giúp sản phẩm dễ đi vào nhận thức khách
hàng.

41. Buzz Marketing
- 170 kênh
truyền hình
- 30000 lượt
chia sẻ trên
facebook

42. Personal Selling

43. The keys to better
selling:
Training
Get everyone involved
Inspire
Motivation
Forge electronic links
Talk to your customer

44. IMC
Program
Complementarity
Versality
Contribution
Commonality
Coverage
Cost

45. COVERAGE
• The proportion of the audience reached by
each communication option
• How much exists among communication
options

46. CONTRIBUTION
• The inherent ability of a marketing
communication to create the desired
response and communication effects from
consumers in the absence of exposure to
any other communication option

47. COMMONALITY
• The extent to which common information
conveyed by different communication
options shares meaning across
communication options

48. COMPLEMENTARITY
• Describes the extent to which different
association and linkpages are emphasized
across communication options

49. VERSALITY
• The extent that a marketing
communication option is robust and
effective for different groups of consumers
• There are two types
Communication
Consumer

50. COST

51. Using IMC choice criteria
1
• Evaluating communication option
2
• Establishing priorities and tradeoffs
3
• Executing the final design and
implementation

52. Thanks for listening