MARKETING COMMUNICATIONS &
BRAND EQUITY

• Inform, Persuade and Remind
• Voice of the Brand
• Biggest evidence of the brand after the product itself
• Ability to elicit “differential response” for the brand
1. Current
Brand
Knowledge
3. Communication
2. Desired
Brand
Knowledge
• What is your current Brand
Knowledge?
• Have you created a detailed mental map?
• How does the comm. option help the brand get from current to desired knowledge with consumers?
• What is your desired brand knowledge?
• Have you defined optimum POD,
POP and brand values?

Six Steps of William McGuire on desired effect of communication
• Exposure – seeing or hearing
• Attention – noticing
• Comprehension – understand the message
• Yielding – Favorable response
• Intentions – Desire to act
• Behaviour – Actual action
Pitfalls
• Media plan failure to reach audience
• Boring: Non creative
• Lack of category knowledge
• False claims
• Lack of immediate perceived need
• Failure to recall

• Right consumer exposed to right message at right place and time
• Creative strategy causes the person to notice the ad without distracting him from the central message
• The ad addresses consumers understanding of brand and product
• Delivery towards POD and POP
• The ad persuades the customer to purchase
• The ad gives instant recall to customer at point of purchase

PROMOTIONAL MIX
• Advertising
• Public Relations
• Direct Marketing
• Point of purchase advertising
• Trade and consumer promotions
• Event sponsorships
• Concept of Activations
• Digital Media
• Personal Selling

PROMOTION MIX









Advertising
Public Relations
Direct Marketing
Point of purchase advertising
Trade and consumer promotions
Event sponsorships
Concept of Activations
Digital Media
Personal Selling

PROMOTION MIX








Advertising
Public Relations
Direct Marketing
Point of purchase advertising
Trade and consumer promotions
Event sponsorships
Concept of Activations
Digital Media

PROMOTION MIX








Advertising
Public Relations
Direct Marketing
Point of purchase advertising
Trade and consumer promotions
Event sponsorships
Concept of Activations
Digital Media

PROMOTION MIX








Advertising
Public Relations
Direct Marketing
Point of purchase advertising
Trade and consumer promotions
Event sponsorships
Concept of Activations
Digital Media

PROMOTION MIX








Advertising
Public Relations
Direct Marketing
Point of purchase advertising
Trade and consumer promotions
Event sponsorships
Concept of Activations
Digital Media

PROMOTION MIX








Advertising
Public Relations
Direct Marketing
Point of purchase advertising
Trade and consumer promotions
Event sponsorships
Concept of Activations
Digital Media

PROMOTION MIX







Advertising
Public Relations
Direct Marketing
Point of purchase advertising
Trade and consumer promotions
Event sponsorships
Digital Media

PROMOTION MIX
Advertising
Public Relations
Direct Marketing
Point of purchase advertising
Trade and consumer promotions
Event sponsorships
Digital Media

CHARACTERISTICS OF EACH MEDIUM


Television


Audio + video
High reach and impact …. More
Radio

Brand must be identified early and often

Benefit must be mentioned early and repeated




Newspapers
Magazines
Direct Response
Outdoors

FLASHBACK

TODAY…..

NEED FOR INTEGRATED MEDIA

Media usage is far more fragmented

Urban populace is spending more time out-ofhome

Customers are well informed. Information travels fast

The retail marketplace is getting organized

Technology is becoming more and more user friendly

Internet and Mobile show promising prospects

CASE STUDY – WOMEN HORLICKS

Brand Challenge – The change needed

The new Target audience – Working Woman

TV commercial with Konkona Sen

Website – Indianwomenshealth.com

Events sponsorship – Woman’s day event – Yami

“Micronutrients recommended by WHO”

“no added sugar. Less fat”

Doctor’s contact programme

MATCHING COMMUNICATION OPTIONS

Coverage – proportion of Audience reached

Contribution – ability to create desired response

Commonality – consistency across media

Complementarity-Whether it matches the product criteria and the brand

Versatility-flexibility

Cost

GUIDELINES FOR INTEGRATED
COMMUNICATIONS
• Analytical – consumer behavior
• Curious – understand what's of value to customers
• Single – minded
• Integrative – consistency in message
• Creative
• Observant – keep track
• Patient – long- term
• Realistic