Short notes of Marketing Communication (Chapter 3 & 4)

1. REVISION CHAPTER 3 & 4
NUR QAHIRAH BINTI ISMAIL
RAFIDAH BINTI MOHAMMAD JUWAHIR
SYEILA AZEERA BINTI ATAN
NATASHA BINTI JAMIL
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2. CHAPTER 3 : BRAND NAMING AND PACKAGING
SEMESTER A O A O A O A O A O
P C P C P C P C P C
R T R T R T R T R T
0 0 0 0 0 0 0 0 1 1
SUB -TOPIC 6 6 7 7 8 8 9 9 0 0
Brand naming *
Function of brand
Characteristic of good brand name
Brand meaning process
Packaging structure *
VIEW model * * *
Designing a packaging
Functions of packaging *
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3. •Signifies the ability of a package to attract attention at the point of
purchase.
•Using brightly colored packages
•Deals with various product information
•Eg : ingredients , product usage instructions, warnings, claim benefits
•Concern with ability of a package to evoke a desired feeling or mood
– elegance, prestige, cheerfulness, fun, etc.
•Through the use of colour, shape, packaging, materials, design, etc.
•Refers to how a package functions rather than how it
communications
* Does it protect the product contents
* Does it facilitate easy storage
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* It is environmentally friendly

4. CHAPTER 4 : MARCOM TARGETING
 Purpose : To allow marketing communicators to
more precisely deliver their messages and prevent
wasted coverage to people falling outside the
targeted market.
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5. Variables being used :
1) Demographic targeting
i) Baby boomers : 1946-1964
ii) Generation X : 1965-1976
iii) Generation Y : 1977-2000
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6. 2) Psychographic targeting
- consumer’s attitudes, values, lifestyles, motivations as
related to the buying behavior in a particular product
category.
3) Behavior graphic targeting
- the information about the audience’s behavior in
terms of past purchase or on line search activity.
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7. 4) Geodemographic targeting
- the combination of geographic and demographic
factors.
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