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Chapter6 Slides

This document discusses concepts related to applied corporate brand management including event marketing, sponsorship, mobile marketing, integrated marketing communications, and criteria for evaluating IMC programs. Some key points include: - Event marketing and sponsorship can increase brand awareness, create associations with a target market, and enhance corporate image. - Mobile marketing provides an additional communication channel through smartphones and can target consumers at the point of sale. - Integrated marketing communications combines different marketing options to manage relationships with consumers and reinforce a consistent brand image. - When evaluating IMC programs, criteria like coverage, contribution, commonality, complementarity, conformability, and cost should be considered to determine the most effective options. Trade-offs may exist between some of

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Shahbaz Talib Talib 1a tddeeesss
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97 views

Chapter6 Slides

This document discusses concepts related to applied corporate brand management including event marketing, sponsorship, mobile marketing, integrated marketing communications, and criteria for evaluating IMC programs. Some key points include: - Event marketing and sponsorship can increase brand awareness, create associations with a target market, and enhance corporate image. - Mobile marketing provides an additional communication channel through smartphones and can target consumers at the point of sale. - Integrated marketing communications combines different marketing options to manage relationships with consumers and reinforce a consistent brand image. - When evaluating IMC programs, criteria like coverage, contribution, commonality, complementarity, conformability, and cost should be considered to determine the most effective options. Trade-offs may exist between some of

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Shahbaz Talib Talib 1a tddeeesss
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APPLIED CORPORATE

BRAND MANAGEMENT

Presented To: Prof. Dr. Mohsin Altaf


& All Class Members

Presented By: Shahbaz Talib


L1F17MSMG0009
EVENT AND EXPERIENCES
 Important as Online Marketing
 Virtual World vs Physical World
 Extravagant Multi Million sponsorship to
Local Shop product Demonstration
 Brand knowledge into Process

 Experiences (Marketer’s imagination)


 Panasonic- Facebook
Event Marketing
 Public Sponsorship of Events or Activities.
 $46.3 Billion globally (2010).
 Sports Marketing
 Create Secondary Association
 Different kind of Association
 Becoming a part of living moments
broaden the relationship (Target Market)
Reasons why Sponsorship
 To identify with a particular target market /
lifestyle.
 Target Customer at G.D.P.B basis
(Pentamillionaires- Tennies Tournment US)
 To increase awareness of the company or
product name.
(brand Recognition-identification-Recall)
 To create or reinforce consumer
perceptions of key brand image associations
(Seiko-official timmer and Subaru-vehicles)
Count…
 To enhance corporate image dimensions
Mountain Dew
 To create experiences and evoke feelings
Experiential marketing- indirect link to brand
 To express commitment to the
community or on social issues
Cause related marketing- (Colgate Palmolive-
Starlight Children’s Foundation)
Count…
 To entertain key clients or reward key
employees
 To create goodwill-Bank of America/Boston
 To permit merchandising or
promotional opportunities
 Warner Lambert-Taste of chicago (shelf
space and retailer advertising)

(Despite the advantages, there are also


disadvantages)
Guidelines
 Choosing Sponsorship Opportunities
Meet Marketing Objectives
Communication Strategy
Audience belongs to Target Market
Sufficient Awareness
Desired Image
Capable of Desired effect
 Deliver Attribution to the Sponsor

(Direct Contribution-Brand Equity-Brand


Recognition)
Guidelines
 Designing Sponsorship Program
Determining Success
Identify by Banners, Signs and Programs
Distributing Samples, Prizes, retail
promotions, advertising, publicity etc
Additional Related Marketing Activities
2 to 3 times expenditure compare to
sponsorship
Guidelines
 Measuring Sponsorship Activities
1. Supply Side Method
2. Demand Side Method

1. Supply Side Method


 Potential Exposure by Media Coverage
 Amount of Time or Space
 Calculation based on time or reach
 Equating Incidental Visual and Audio exposure with
Paid Advertising Time
 Advertising communicate Massage, however
positive editorial coverage 5-10 times (brand
meanings)
Measuring Sponsorship Activities
2. Demand Side Method
 Reported Exposure from consumers
 Identify the effect on Brand knowledge Structure
 Estimated by Survey and Internal Tracking
 Awareness, Attitudes and Sales
Mobile Marketing
 Forth Broaden Communication Option
 Smart phones for information, entertainment
and communication
 Shopping and Payment devices
 $ 1 billion- Mobile Ads Spending
 Manufacturer Vs Marketers
 Targeted, Interactive and Useful Mobile Ads
 Handy at the point of sale/ consumption
 Apple iAds, Foursquare, Shopkick
BRAND AMPLIFIER
 All Options for Engaging Consumer
◦ Word of Mouth,
◦ Public Relation
◦ Publicity
 Different Functions but Well suited for
amplifying the effect

 Buzz Marketing
INTEGRATED MARKETING
COMMUNICATION
 Developed by Best Set Options
 Managing the relationship
 Mix and Match options –Brand Equity
Choose variety of different Options
Share Common Meaning
Offer different and complementary
Advantages
 Kellogg –Campaign “Share Your Breakfast”
Criteria for IMC Program
 Six Relevant Criteria-known as “the 6Cs”
1. Coverage
2. Contribution
3. Commonality
4. Complementarity
5. Conformability
6. Cost
Coverage
 Proportion of Audience Reach by each
communication option
 Overlap exist among Options
 Unique aspect of coverage is the
inherent communication ability of a
marketing communication option, as
suggested by the second criterion,
Contribution.
IMC Audience Communication
Option Overlap
Count…
 Design Communication Program in a way
that consumer has already effect of
communication effect in memory prior to
exposure any particular communication
option

 Reinforce Association or strengthen the


linkages
CONTRIBUTION
 Inherent ability to create the desired
response and communication effect from
consumer in the absence of exposure to
any other communication option

 Processing of information
 Resulting Outcomes
COMMONALITY
 The extent to which common
information conveyed by different
communication options shares meaning
across communication options

 IMC -to create a consistent and cohesive


brand image in which brand association
share content and meaning
COMPLEMENTARITY
 The extent to which different associations
and linkages are emphasized across
communication options

 Mutually compensatory and reinforcing to


create desired consumer knowledge
structures
CONFORMABILITY
 To the extent that a marketing
communication option is robust and
effective for different groups of
consumers
1. Communication
2. Consumer

 IMC-Conformable when achieve


results regardless of Consumer’s past
history
Two Possibilities
1. Multiple information provision Strategy
 Provide different information within a
communication option to appeal to the
different types of consumers.

2. Broad Information Provision Strategy


 Provide information that is rich or
ambiguous enough to work regardless of
prior consumer knowledge
COST
 Evaluations of marketing communications
on all of the preceding criteria must be
weighed against their cost to arrive at the
most effective and efficient
communication program.
IMC CHOICE CRITERIA
 Provide guidance for designing IMC
program
1. Evaluating Communication Options
 Judge by response and communication effect
 NO inherent differences –contribution and
complementarity- critical and unique role
 MC-Expensive
 No of modalities apply
Count…
2. Establishing Priorities and Trade-offs
 Dependent on Rank the choice criteria
 IMC choice Criteria -related therefore trade
offs must exist
 Three possible trade offs
I. Commonality and complementarity will often
be inversely related
II. Conformability and complementarity will also
often be inversely related
III. Commonality and conformability do not share
an obvious relationship

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