How Does Brand Communication Work? What Are Brand-Customer
Touch Points? Lecture Outline
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Lecture Perspective Everything, every person, and every message
that touches a customer communicates something positive or negative
about the organization Touchpoint
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Opening Case: HB Ice Cream + +
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An IMC program for the HB brand, focusing on togetherness
theme: New logo TV spot creating a Love Weekend Newspaper ad
tie-ins On-street promotions An IMC program for the HB brand,
focusing on togetherness theme: New logo TV spot creating a Love
Weekend Newspaper ad tie-ins On-street promotions To increase Irish
ice cream consumption 75% of 1524 target age group became aware of
new logo Similar campaigns now being used across Europe 75% of 1524
target age group became aware of new logo Similar campaigns now
being used across Europe An IMC program for the HB brand, focusing
on togetherness theme: New logo TV spot creating a Love Weekend
Newspaper ad tie-ins On-street promotions An IMC program for the HB
brand, focusing on togetherness theme: New logo TV spot creating a
Love Weekend Newspaper ad tie-ins On-street promotions To increase
Irish ice cream consumption Opening Case: HB Ice Cream Challenge:
Answer: Results:
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How Does Communication Work? Communication: Creating and
sending a message to an individual or organization
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Figure 4-1: How Brand Communication Works
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Decoding Messages Channels Source Encoding Receiver Noise
Feedback Decoding Receiver Noise Channels Messages Encoding Source
Marketing Communication Media
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TV Commercials Are One Way of Encoding a Brand Message
http://www.tvspots.tv/video/27839/DUNKIN-DONUTS-DUCKS + +
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Even a Building Serves as a Message For a Brand
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Insight: Products As Media Product themselvesboth goods and
servicesalso perform as media because they carry brand messages. An
example is a DVD of a Disney movie. The DVD is an entertainment
product, but it is also a medium that carries the Disney brand name
and says something about Disney.
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Think About It This Coke machine charges more on a hot day.
Would this change the way you think about Coke?
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Tales From the Real World When a brand message generates no
feedback from consumers it is really providing some form of input.
In the real world, smart organizations dont believe in the no news
is good news philosophy. They are proactive and immediately begin
research with consumers to find out what they are thinking about
brand messagesand why they are not responding.
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Figure 4-3: Brand Touchpoints
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Company Created Intrinsic Unexpected Customer- Initiated
Company Created Unexpected Intrinsic Touchpoints Touchpoint
Types
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IMC In Action: Volvo In Manila
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Create a new type of Volvo dealership: Coffee caf Local bank
Concerts and lectures Volvo cars and accessories Create a new type
of Volvo dealership: Coffee caf Local bank Concerts and lectures
Volvo cars and accessories Subtly sell the Volvo brand in Manila
Create a new type of Volvo dealership: Coffee caf Local bank
Concerts and lectures Volvo cars and accessories Create a new type
of Volvo dealership: Coffee caf Local bank Concerts and lectures
Volvo cars and accessories Subtly sell the Volvo brand in Manila
Volvo cars selling well in the area The Volvo brand is now more
appealing to a wider range of consumers Volvo cars selling well in
the area The Volvo brand is now more appealing to a wider range of
consumers IMC In Action: Volvo In Manila Challenge: Answer:
Results:
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Insight: Service Touchpoints In most organizations service
people do not report to the marketing department, but rather to
some other area, such as human resources, operations, etc.
Nevertheless, one negative service message can more than counter
the effects of dozens of positive, planned messages produced by
marketing. In an integrated program, marketing works with
operations and other departments to minimize negative service
messages and create synergy between the planned and service
messages for greater impact.
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Consumers Did Not Enjoy Commercials on ATM
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R ecourse: Easy access to those who can solve a problem R
ecognition: Company acknowledgement of purchases and the customers
interaction history with the company R esponsiveness: Customer
satisfaction following a customer initiated company contact R
espect: Showing consideration and not hammering them with
advertisements and messages in which they have little interest R
ecourse: Easy access to those who can solve a problem R ecognition:
Company acknowledgement of purchases and the customers interaction
history with the company R esponsiveness: Customer satisfaction
following a customer initiated company contact Purposeful Dialogue
Four Rs
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Final Note: Sticky Communication IMC encourages the creation of
messages that involve consumers for a longer time and that can be
facilitated by new two- way communication technologies that foster
a purposeful dialogue, including: Web site instant messaging and
feedback 800 number interactions
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Bibliography Principles of Advertising & IMC by Tom Duncan
2 nd Edition, Published by McGraw-Hill Irwin. Event Management For
Tourism, Cultural, Business and Sporting Events by Lynn Van Der
Wagen Brenda R. Carlos Published by Pearson Prentice Hall.
Advertising Principles and Practice by W. Wells, S. Moriarty and J.
Burnett, Published by Prentice Hall International. Integrated
Marketing Communications by David Pickton & Amanda Broderick
Published by Prentice Hall.
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The End: "When a man is willing and eager, the Gods join in." -
Aeschylus
