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digital influence

  • digital allows the world to determine weather a brand is practising ehat it purchases
  • your brand and the brand organization must perform behave and satisfy the consumer's needs as they expect
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Brands and integrating marketing communication

  • today, a brand's equity is best strenghtened through the integrated use of all marketing communication tools working from a single strategy
  • IMC refers to all messages directed to a consumer on behalf of the brand: ads, promotion, PR, direct response, events, 
  • when customers have a coherent experience whenever and whereever they come across you brand you have achieved integration
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brand equity

  • the value of how such people as customers, distributors and salespeople think and feel about a brand relative to its competition over a period of time
  • most important factor in determing the actual value of a brand is its equity in the market
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brand equtiy and developing integrated marketing communicartions strategic plans

4 steps in the process od a strategic plan

  1. brand equity admit analysis
  2. strategic options and recommendations
  3. brand equity research
  4. creative brief
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brand equity weaknesses and strenghts

  • brand awareness - top of mind is best
  • market share, priceelasticity, share of vioce and similar factors
  • brand sensitivity - the relative importance of the brand to other factors involved in the purchase, such as price, pack size etc.
  • consistency of the brand's communication over time
  • image attribute ratings or ranking attributes
  • distribution, pricing, product quality and product information
  • brand loyalty - the strength of a brand rather than as a product

 

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creative brief

  • short statement that clearly defines our audience, how consumers think or feel and behave, ehat communication is
  • intended to achieve and promise that will create a bond between the consumer and the brand
  • typical strategy would include the following:

- key observations

- communication objective

- consumer insight

- promise

- support

- audience

- mandatories

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Brand-building principles

A great brand is in it for the ong haal

 

  • by using a long-term approach a great brand travels wordlwide, speak to multiple consumer segments simultaniously and create economies of scale by which you can earn solid margins over the long term
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A great brand can be anything

  • almost any product offers an opportunity to create a frame of mind that is unique

 

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A great brand can be anything

  • almost any product offers an opportunity to create a frame of mind that is unique

 

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A great brand knows itself

  • to keep a brand alive over the long haal, you have to do sth. new, sth. unexpected
  • it has to relate to the brand's core position
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A great brand invests or reinvests an entire category

  • companies made it an explicit goal to be the protagonist for each of their categories
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A great brand invests or reinvests an entire category

  • companies made it an explicit goal to be the protagonist for each of their categories
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A great brand taps into emotions

  • it is an emotional connection that transends the product -> transcending the product is the brand
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A great brand is a story that is never completely told

  • stories create connections for people
  • stories create emotional context people need to locate themselves in a longer experience
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A great brand is relevant

  • consumers are looking for something that has lasting value -> quest for quality, not quantity
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Beginning

Premarketing era

 

 

Period from prehistoric times to the eighteenth century. Buyers & sellers in primitive ways.
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Beginnings

Masscommunication era

1700's to early decades of the 20th century in which advertisers were able to reach large segments of population through mass media.
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Research era

In recent years advertisers increasingly have been able to identify narrowly defined audience segments through sophistictated research methods.
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Interactive era

Communication will increasingly be controlled by consumers who will determine when and where they csn br reached with promotional messages.
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Factors for the growing importance of persuasive advertising.

industrial output had reached point at which brand competition was taking place. Promotional offers and introduction of emotional appeal

selling products on the basis of style and luxury rather than just utility

ads draw from social science research to determine the most effective means of reaching consumers

1950: Companies accepted, that the position a brand has in the minds of consuers are more important than the real productsuperiority

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The development of the print media

Newspaper

  • NP primary medium for infos and ads
  • past century challenged position of NP
  • Civil War created unprecendent demand for current news and infos -> more NP
  • NP of that era established model for financial support from ads
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Magazines

  • By 1800 more than 100 magazines served an educated and wealthy elite
  • Editorial and ads foundations of modern consumer magazines shaped in later part of the 19th century
  • Ad support came from manufacturers, for them magazines provided only means of reaching buyers throughout the country.
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The pure food and drug act

  • Americans moved from farms to cities, so a majority of people were dependent on others for their food
  • advertising for food and medicine were often outrageous so some magazines banned medical advertising
  • 1906 public opinion had reached point, that congress moved to protect public health with passage of the Food and Drug Act
  • modern era of food and drug enforcement began with passage of the federal Food, Drug and Cosmetic Act.
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Federal Trade Commision Act

  • original mandate of Federal Trade Commission was to protect business owner from the unserupulous practices of another
  • later extendet to other protection to consumers as well as businesses
  • Today FTC is the primary federal enforcement agency to ensure that advertising claiams and sales practices meet reasonable standards for honesty and truthfulness
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The war advertising Council

  • founded to promote World War 2 mobilization it later evolved into the Advertising Council
  • First campaign encourages women to enter the workforce
  • Advertising Council: Non profit network of agencies, media and advertisers dedicated to promiting social programs through ads
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Ad after WW2 to 1975

  • During WW2 ad had taken a backseat
  • with end of war pent-up demand led to unprecended alleteration in the rate of growth of ad media investment
  • media volume almost three times what it had been only 10 years eralier
  • By the mid 50's consumers had met most of their basic needs and now had to be persuaded to buy products that satisfied wants rather than only needs
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The figures also said growth

  • 1956 Department of Justice ruled that ad-agencie could negotiate fees with clients rather than adhere th the 15 percent commission that had been required on all media peviously -> growth of specialized companies
  • Creativity including humor became hallmar of ad
  • FTC introduced corrective advertising demanding greater accountability for companies, that made false or missleading claims
  • NP felt effect of shift of metropolitan populations to the suburbs -> Freestanding inserts became important part og NP billings
  • Radio took drive when TV came along
  • Two biggest developments to emerge TV and electronics were TV and electronic data processing
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Ad in the 21st century

2000 marked by two significant developments in marketing and advertising

  1. Defining and using new technology to reach prospects
  • (Technology created consumer empowered with interactive, two way communication devices that allow them to determine when, where and ifvthey will invite advertisers to deliver their messages
  • Era of permission marketing requires companies to rewrite ad rules of marketing and fundomentally redefine exactly what constitutes advertising
  • Although specific promitions demonstrate a wide variety of uses, marketers realize that audience involvement is key to success so promotions function as participatory communications
  1. Measuring value of investing various communication channels as it relates to the changes in how we reach prospects
  • since beginning of fragmentation measuring return on investment of ads dollars has been a major problem
  • continued media fragmentation and consumer's increased control over how, when and where they receive ad messages caused advertisers to look for new avenues
  • new media audiences tend to be individualized and expensive to reach
  • most apparent aspect of transition from add to new media will be a change in advertisers mind-set concerning audience measurement
  • counting eyeballs tuned to network program or purchasers of a magazine or NP os no longer adequate to prove the value and efficiency of companies ad investment
  • Overlapping media ownership created competitive problems rather than cooperation among units
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Branding

  • Return to strong branding, with companies searching for means to differentiate their products and move away from price competition and generic selling
  • Products that successfully build their brand images will enjoy the luxury of fewer price based promotions
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Globalization

  • Marketing in this century will involve globalization and diversity
  • understanding the language, culture, economy and political environment of countries throughout the world is already a prerequisite for most marketing executives
  • multinational marketers will find that a locally orientated strategy for global marketing is essential