The document discusses how brand communication works according to a standard communication model. It explains the key elements of the model including the source or sender of the message, the encoding and creation of the message, the message itself, the communication channels used to deliver the message to receivers, decoding of the message by receivers, feedback from receivers, and noise that can interfere with the transmission and reception of the message. It also discusses how brand messages are formed from all the information and experiences that impact customer perceptions of a brand.

1. Advertising Management Review of How Brand Communication Works

2. 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

3. 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

4. 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

5. How Brand Communication Works… Cont’d Brand messages-all the information and experiences that impact how customers and other stakeholders perceive a brand.

6. 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

7. Brand Customer Touch Points Any situation in which a customer comes into contact with a brand or company

8. 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

9. 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.

10. IMC Brand Touch Points… Cont’d BRAND Intrinsic Company Created Unexpected Customer Initiated

11. 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