Brand Communication

Event Sponsorships

 Public sponsorship of events or activities

related to sports, art, entertainment or
social causes.
 Becoming part of a special and personally
relevant moment in consumers’ lives,
sponsor’s involvement with events can
broaden and deepen their relationship with
their target market.
 WHY sponsor events
 To identify with a particular target market or
lifestyle
 To increase awareness of company or product
 To create or reinforce consumer perception of key
brand image association
 To enhance corporate image dimensions
 To create experiences and evoke feelings
 To express commitment to the community or on
social issues
 To entertain certain clients or reward certain
employees
The Consumer Processing Model (CPM)
(McGuire’s 8 Stages of Information Processing)

4
 The Old Media Landscape

 Television
 Radio
 Outdoor
 Direct mail
 Magazine
 Newspaper
 TV
 ADVANTAGES
– Mass coverage
– High reach
– Impact of sight, sound, and motion
– High prestige
– Low cost per exposure
– Attention getting
– Favorable image
 DISADVANTAGES
• Low selectivity
• Short message life
• High absolute cost
• High production costs
• Clutter
• Short message
 Radio
 ADVANTAGES
– Local and Mass coverage
– Low cost
– High frequency
– Flexible
– Low production costs
– Well-segmented audiences
 DISADVANTAGES
• Audio only
• Clutter
• Low attention getting
• Short message life
 Newspapers
 ADVANTAGES
– High coverage
– Low cost
– Short lead time for placing ads
– Ads can placed in interest sections
– Timely (current ads)
– Reader controls exposure
– Can be used for coupons
 DISADVANTAGES
• Short life
• Clutter
• Low attention getting capabilities
• Poor reproduction quality
• Selective reader exposure
 Magazine
 ADVANTAGES
– Segmentation potential
– Quality reproduction
– High information content
– Longevity
– Multiple readers
 DISADVANTAGES
• Long lead time for ad placement
• Visual only
• Lack of flexibility
 Newer Media

 Theatre/movies marketing
 Sports
 Street
 Internet
 direct
 Direct Mail

 ADVANTAGES
– High selectivity
– Reader controls exposure
– High information content
– Opportunities for repeat exposures
 DISADVANTAGES
• High cost/contact
• Poor image (junk mail)
• Clutter
 Outdoor

 ADVANTAGES
– Specific location
– High contrast
– Easily noticed
– Opportunities for repeat exposures
 DISADVANTAGES
• Short exposure time requires short ad
• Poor image
• Local restrictions
 Internet
ADVANTAGES
– User selects product information
– User attention and involvement
– Interactive relationship
– Direct selling potential
– Flexible message platform
 DISADVANTAGES
• Limited creative capabilities
• Web snarl (crowded access)
• Technology limitations
• Few valid measurement techniques
• Limited reach
 Event Sponsorships
 Public sponsorship of events or activities
related to sports, art, entertainment or
social causes.
 Becoming part of a special and personally
relevant moment in consumers’ lives,
sponsor’s involvement with events can
broaden and deepen their relationship with
their target market.
 WHY sponsor events
– To identify with a particular target market or
lifestyle
– To increase awareness of company or product
– To create or reinforce consumer perception of
 Role of Integrated Marketing
Communications
 Marketing communications …
– are the “voice” of the brand and are a means by
which it can establish a dialogue and build
relationships with consumers.
– allow marketers to inform, persuade, incentivize,
and remind consumers directly or indirectly
– can contribute to brand equity by establishing the
brand in memory and linking strong, favorable,
and unique associations to it.
 Participants in IMC Management

Marketing
MarketingOrganization
Organization
• • Marketing Plan
Marketing Plan
IMC
IMC
• • Goal & Objectives
Goal & Objectives
• • Brand Audit (what you
Brand Audit (what you
Management
Management
are
aredoing
doingnow
now

Advertising
AdvertisingAgency
Agency
• • Research
Research
• • Creative Strategies
Creative Strategies
• • Production
Production
• • Message Placement
Advertising
Advertising
Message Placement
Internet
Internet advertising
advertising
Specialized
SpecializedPromotion
Promotion Direct
DirectMarketing
Marketing
Organizations
Organizations
• • Media Organizations
Media Organizations
Sales
Sales Promotions
Promotions
• • Event Management Firms
Event Management Firms
• • Web Site Designers
Web Site Designers
Public
PublicRelations
Relations
• • Sales Promotions
Sales Promotions
Agencies
Personal
PersonalSelling
Selling
Agencies
• • Direct Marketing Agencies
Direct Marketing Agencies
• • Public Relations Firms
Public Relations Firms
• • P-O-P Agencies &
P-O-P Agencies &
Designers
Designers 1.23
 Relationship Between Promotion,
the Promotional Mix, and
Integrated Marketing Communications

 Promotion: Process

 Promotion Mix: Tools

 IMC: Management of the

Promotion Mix

1.4
 Factors Contributing To IMC’s Rising
Prominence
 Fragmentation of Media
 Better Audience Assessment Through Database
Technology
 Consumer Empowerment
 Increased Advertising Clutter
 Shifting Channel Power
 Desire of Greater Accountability

1.21
 Simple vs. synchronized
integration
 Simple
– Secondary media (radio, print, in-store)
designed to support the primary medium
(television) using consistent messaging
across channels
 Synchronized
– No medium dominates – All are equal
 Synchronized
Communication

Public Relations
Television and
Print

Internet Presence
Integrated Communication Options
(Business-to-Consumer)
 Media Advertising (TV, radio, newspapers,
magazines)
 Direct Response Advertising
 Interactive (on-line) Advertising & Web Sites
 Outdoor Advertising (billboards, posters,
cinema)
 Point-of-Purchase Advertising
 Trade Promotions
 Consumer Promotions
 Sponsorship of Event Marketing
 Publicity or Public Relations
Integrated Communication Options
(Business-to-Business)
 Media Advertising (TV, radio, newspaper,
magazines)
 Trade Journal Advertising
 Interactive (on-line) Advertising & Web Sites
 Directories
 Direct Mail
 Brochures & Sales Literature
 Audio-Visual Presentation Tapes
 Giveaways
 Sponsorship or Event Marketing
 Exhibitions, Trade Shows, Conventions
 Publicity or Public Relations
 The Risks of Integration

 In order for IMC to work, there must be

strong coordination amongst the different
marketing disciplines
– Can prevent rapid responses to unexpected
situations and emerging opportunities
– Failure of any one component can have dire
consequences for other reliant components
Common causes of IMC failure

 Incorrect strategic assumptions

 Inferior tactical execution
 Unanticipated marketplace changes
 Unforseen delays
– Product to market, integrated marketing
elements
 Conflicts between integration partner
 Evaluating IMC Programs
 Coverage - what proportion of the
target audience is reached by each
communication option employed, as well
as how much overlap exists among
options
 Cost - what is the per capita expense
– Are we getting good “eyeball” return on
investment?
Evaluating IMC Programs

 Contribution - the collective effect on

brand equity in terms of
– enhancing depth & breadth of
awareness
– improving strength, favorability, &
uniqueness of brand associations
 Commonality - the extent to which
information conveyed by different
communication options share meaning
 Evaluating IMC Programs

 Complementarity - the extent to which

different associations and linkages are
emphasized across communication options
 Versatility - the extent to which
information contained in a communication
option works with different types of
consumers
• Different communications history
• Different market segments
 “Keller Be’s” for IMC
 Be analytical: Use frameworks of
consumer behavior and managerial decision-
making to develop well-reasoned
communication programs
 Be curious: Fully understand consumers by
using all forms of research and always be
thinking of how you can create added value
for consumers
 Be single-minded: Focus message on
well-defined target markets (less can be
more)
 “Keller Be’s” for IMC
 Be integrative: reinforce your message
through consistency and cuing across all
communications
 Be creative: State your message in a
unique fashion; use alternative promotions
and media to create favorable, strong, and
unique brand associations
 Be observant: Monitor competition,
customers, channel members, and
employees through tracking studies
 “Keller Be’s” for IMC

 Be realistic: Understand the

complexities involved in marketing
communications
 Be patient: Take a long-term view of
communication effectiveness to build
and manage brand equity