Adman Lecture 5


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

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Adman Lecture 5

  1. 1. Advertising Management Review of How Brand Communication Works
  2. 2. How Brand Communication Works <ul><li>Source or Sender-the initiator of a message </li></ul><ul><li>Encoding-process of creating a brand message to convey an intended meaning and elicit a certain type of response </li></ul><ul><li>Message-an idea encoded in a combination of words, pictures, actions, symbols, and/or events </li></ul>
  3. 3. How Brand Communication Works… Cont’d <ul><li>MC message-anything that talks about a brand, such as ads, radio commercials, direct-mail pieces, sales clerks or customer service </li></ul><ul><li>Channel or media vehicle-means by which a message is delivered-letter, e-mail, radio, television, newspaper, telephone, an event, etc. </li></ul><ul><li>Receiver-anyone who is exposed to a message </li></ul>
  4. 4. How Brand Communication Works… Cont’d <ul><li>Decoding-process of interpreting what a message means </li></ul><ul><li>Feedback-response that conveys a message back to the source </li></ul><ul><li>Noise-interference or distractions that can negatively affect the transmission and reception of a message </li></ul>
  5. 5. How Brand Communication Works… Cont’d <ul><li>Brand messages-all the information and experiences that impact how customers and other stakeholders perceive a brand. </li></ul>
  6. 6. Brand Communication Model <ul><li>SOURCE </li></ul><ul><li>(Encoding) </li></ul><ul><li>Company </li></ul><ul><li>Brand </li></ul><ul><li>Agency </li></ul>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
  7. 7. Brand Customer Touch Points <ul><li>Any situation in which a customer comes into contact with a brand or company </li></ul>
  8. 8. Managing Customer Touch Points <ul><li>Identify touch points </li></ul><ul><li>Prioritize touch points based on: </li></ul><ul><ul><li>impact on brand loyalty; </li></ul></ul><ul><ul><li>Ability of the company to influence the touch-point experience; </li></ul></ul><ul><ul><li>Cost of making each contact a positive experience; </li></ul></ul><ul><ul><li>Extent to which contacts can be used to gather customer data; and </li></ul></ul><ul><ul><li>Extent to which contacts are appropriate for carrying additional brand messages </li></ul></ul><ul><li>Integration </li></ul>
  9. 9. IMC Brand Touch Points <ul><li>Intrinsic touch point-interactions with a brand required during the process of buying or using that brand </li></ul><ul><li>Unexpected touch point-unanticipated references to a brand that are beyond the control of the company. (eg. Word-of-mouth brand messages) </li></ul><ul><li>Customer-initiated touch point-an interaction that occurs whenever a customer or prospect contacts a company. </li></ul>
  10. 10. IMC Brand Touch Points… Cont’d BRAND Intrinsic Company Created Unexpected Customer Initiated
  11. 11. 4 Rs to Purposeful Dialogue <ul><li>Recourse-easy access to someone who can solve a problem </li></ul><ul><li>Recognition-company acknowledgement of purchases and of the customer’s interaction history with the company </li></ul><ul><li>Responsiveness-a reaction that produces customer satisfaction after a customer-initiated company contact. </li></ul><ul><li>Respect-consideration </li></ul>