Brand Communication Essentials

Brand Communication

• At the core, it sends a message to consumers about a brand
• It aims to capture attention and provide details that may even be entertaining
• It prompts a response like an inquiry, sale, site visit, or a test drive

Brand Communication Model Elements

• Message
• Media mix
• Internal noise
• External noise
• Receiver
• Feedback

Interactive Communication

• Traditionally mass communication is a one-way process
• Interactive communication creates a two-way dialogue
• The source and receiver swap positions as the message is exchanged
• Interest in buzz marketing shows marketing communication is evolving beyond traditional methods
• Consumers can react to and initiate communication

Key Consideration

• Advertisers need to listen and send messages to customers
• Word of mouth, buzz marketing, and social media signal that messages need integration

Other Communication Aspects

• Nonverbal communication carries significant weight, similar to word-based forms
• Many commercials use impactful visuals
• Brand signals consist of logos, imagery and color

Effects

• Brand communication needs to have purpose
• It must have some effect that is known at the impact effects
• The desired impact is set as objectives which are measurable goals/results

Facets Model of Effects

• Effective advertising can create six types of consumer responses

Perception Facet

• Awareness is achieved through the perception facet
• Perception is the process by which information is received by the five senses
• For ads to be effective, it must be registered by the senses
• Awareness results when a brand message leaves an impression

Perception Factors

• Selective perception is how consumers pick which messages to focus on
• Media planners use exposure to get consumers to see/hear the message
• Selective attention is how consumers attend to a message
• Interest is how the receiver is engaged with the ad
• Relevance and Curiosity

Emotion Facet

• Feel is achieved through emotion
• Affective responses reflect feelings like anger, love, fear, and hate
• Affective describes what stimulates wants, touches the emotions
• Brand messages create + and - emotions

Cognition Facet

• Think/Understand is achieved through the Cognitive Facet
• Cognition is how consumer find meaning and make sense of information
• It is a rational response that is well though through
• Need: Ads showing something that creates a need in the consumers' lives
• Cognitive Learning: Presents facts, data and reasoning is needed to learn
• Comprehension: Process to understand and make sense of
• Differentiation and the differences between competitors
• Recall is where one must be able to remember the ad
• Thinking and feeling

Association Facet

• Connect is achieved through the Association Facet
• Association means the use of symbols to communicate
• Brand linkage is how the message and consumer interest connect to the brand
• Symbolism: A brand takes on abstract qualities
• Conditioned Learning and feelings become linked to the brand
• Transformation will make the product special

Persuasion Facet

• Believing is achieved through the Persuasion Facet
• Persuasion means to consciously or unconsciously believe to react to the given message
• Attitude is an inclination to react in a given way
• When people are convinced, their attitudes are beliefs
• Motivation which is acting in a certain way
• Influence can cause word of mouth that turns into engagement

Persuasion Statistics

• Involvement measures how well one attends to the messages
• Engagement: Consumer is "turned on"
• Conviction is where consumers agree with the message
• Preference and intension where consumers are motivated

How To Retain Loyalty

• Brand loyalty will involve attitude, emotion, and action that builds on customer satisfaction

Believability

• Believability can refer to the credibility of the message of source credibili
• Source creditability is where one should gain trust from the receiver

2 Routes to Persuasion

Central Route

• Cognitive - high motivation

Peripheral Route

• Simplified - low motivation

Persuasion Influence Factors

• Rule: The quality of the product is the number of people that by the product
• Argument Length: How well the information is display
• Feelings are based on classical conditioning

Influence and Ability

• Interest in product category
• Needs that need to be fulfilled
• Values and interest
• Risk that are involved
• Surprises can impact Marcom

Need to be able to think Carefully

• Expertise / Knowledge
• Complexity of product based on features

Attitude

• There are no assumptions about the order of cognitive, affect and behavior
• Attitudes can be primarily based on ones own components or with others

Matching Ads

• Matching is best with well known products

The Research Process

• Strategic research actively seeks seeking valid information to make an important decision

Consumer Research

• Brand strategies relies on consumer search
• It can help in segmentation and improve attitudes, which can influence the consumer
• Finding that lead to better analyzing the results

Applying Research

• Marketing Information helps to develop consumer Insight
• Research and evaluate the message.
• All that advertising to work so we can come up with and implement IMC Plant

Needed Research info

• The needed marketing to communicate and plan
• Research with surveys and depth interviewers
• Use marketing, consumer, brand and message information while developing the plan

More Detailed Information

• Marketing, includes consumer relations to a brand
• Assessment of brand by market place and performance roles

Gathering the information to look at a brand

• Looking ad the brands experience from different perspectives
• Do a competitive analysis to see what brands is superior and develop to be the best

Consumer Insight

• Effectively rest on understanding of consumer which leads to value, engagement and relationships
• Get feedback from the consumers and what they think of a brand and look for marketing ideas

Media Research

• Media and account planners decide which media outlet best accomplish the needs
• Researchers will match the information to the target audience

Develop A Message

• Writers and art directors conduct there own informal research
• Visit stores and look and compare
• Watch buyers
• Look at past advertising and competitors to decide a objective

Evaluate the Objectives

• Evaluate the effectiveness after the development
• Pretesting: Run a marketing and do data analysis on effectiveness .

Understanding research

• Secondary research is background that uses available published information like sales reports

Basic Research Designs

• Qualitative research can provide numerical data to test effectiveness

Tools

• They all will have multiple tools to study effectiveness
• Tools using observation, studies and interviews can give insight what consumers want

Measurements

• They will look at what the customer wants to determine the purchase
• What customers think about branding and how to link it to their emotion

Experimental Research

• With a representative sample
• Sampling the data to get the customer perspective

Different Methods

• One on One interviews to ask open ended questions that will have no structure
• Smaller focus groups will talk about how to recruit people and what they should focus on.

Observation

• Observe where they live and shop to best advertise
• Observers must be immersed in studies with the language that is spoken by the people.
• With diaries of what consumers are watching on media

Understanding and Choosing Research

• Make sure the research measures what it says
• Keep the method reliable and the test gives the same answer
• Use surveys from customers and ask them directly for answers

Explore brand communication models, internal noise, and brand signals. Understand the shift towards interactive communication and the importance of purposeful messaging. Learn about consumer perception and information processing.