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Adman Lecture 5

Adman Lecture 5



Adman Lecture 5: Review of Principles of Advertising and IMC lesson on how Brand Communication Works

Adman Lecture 5: Review of Principles of Advertising and IMC lesson on how Brand Communication Works



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    Adman Lecture 5 Adman Lecture 5 Presentation Transcript

    • Advertising Management Review of How Brand Communication Works
    • How Brand Communication Works
      • Source or Sender-the initiator of a message
      • Encoding-process of creating a brand message to convey an intended meaning and elicit a certain type of response
      • Message-an idea encoded in a combination of words, pictures, actions, symbols, and/or events
    • How Brand Communication Works… Cont’d
      • MC message-anything that talks about a brand, such as ads, radio commercials, direct-mail pieces, sales clerks or customer service
      • Channel or media vehicle-means by which a message is delivered-letter, e-mail, radio, television, newspaper, telephone, an event, etc.
      • Receiver-anyone who is exposed to a message
    • How Brand Communication Works… Cont’d
      • Decoding-process of interpreting what a message means
      • Feedback-response that conveys a message back to the source
      • Noise-interference or distractions that can negatively affect the transmission and reception of a message
    • How Brand Communication Works… Cont’d
      • Brand messages-all the information and experiences that impact how customers and other stakeholders perceive a brand.
    • Brand Communication Model
      • SOURCE
      • (Encoding)
      • Company
      • Brand
      • Agency
      6. FEEDBACK- INTERACTIVITY Immediate, Delayed or No Response 2. MESSAGES Brand Messages Ads, PR release, coupons, signage, customer service 3. COMMUNI- CATION CHANNEL Media TV, Radio, Newspa- per, Magazines, Mail, Internet, Phone 4. RECEIVER (Decoding) Customers Prospects Other stakeholders 4. NOISE Physical & Psychological Distraction
    • Brand Customer Touch Points
      • Any situation in which a customer comes into contact with a brand or company
    • Managing Customer Touch Points
      • Identify touch points
      • Prioritize touch points based on:
        • impact on brand loyalty;
        • Ability of the company to influence the touch-point experience;
        • Cost of making each contact a positive experience;
        • Extent to which contacts can be used to gather customer data; and
        • Extent to which contacts are appropriate for carrying additional brand messages
      • Integration
    • IMC Brand Touch Points
      • Intrinsic touch point-interactions with a brand required during the process of buying or using that brand
      • Unexpected touch point-unanticipated references to a brand that are beyond the control of the company. (eg. Word-of-mouth brand messages)
      • Customer-initiated touch point-an interaction that occurs whenever a customer or prospect contacts a company.
    • IMC Brand Touch Points… Cont’d BRAND Intrinsic Company Created Unexpected Customer Initiated
    • 4 Rs to Purposeful Dialogue
      • Recourse-easy access to someone who can solve a problem
      • Recognition-company acknowledgement of purchases and of the customer’s interaction history with the company
      • Responsiveness-a reaction that produces customer satisfaction after a customer-initiated company contact.
      • Respect-consideration