Chapter 6: Marketing Communication & Brand Equity

Study Notes

Marketing Communication

Refers to the means by which firms attempt to inform, persuade, and remind consumers about the brands they sell
Can contribute to brand equity by:
- Creating awareness of the brand
- Linking points-of-parity and points-of-difference associations to the brand in consumers' memory
- Eliciting positive brand judgments or feelings
- Facilitating a stronger consumer-brand connection and brand resonance

The New Media Environment

Has changed dramatically in recent years
Traditional advertising media seem to be losing their grip
Digital revolution has changed the way consumers learn and talk about brands
Changing media landscape has forced marketers to re-evaluate how they should best communicate with consumers

Challenges in Designing Brand-Building Communications

Require careful planning and creative knack
Should be efficient and effective
Able to contribute to brand equity

Information Processing Model of Communications

For a person to be persuaded by any form of communication, the following steps must occur:
- Exposure - Seeing or hearing communication
- Attention - Noticing communication
- Comprehension - Understanding the intended message
- Yielding - Responding favorably to the message
- Intentions - Planning to act in the desired manner of communication
- Behavior - Actually acting in the desired manner

Marketing Communication Options

Advertising
Promotion
Online Marketing Communications
Events & Experiences

Advertising

Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor
Powerful means of creating strong, favorable, and unique brand associations and eliciting positive judgments and feelings
Specific effects of advertising are difficult to quantify and predict, but they have strong power on brand sales

Types of Advertising Media

Television
Radio
Print
Direct Response
Place

Television Advertising

Advantages:
- Effective means of vividly demonstrating product attributes and persuasively explaining their corresponding consumer benefits
- Compelling means for dramatically portraying user and usage imagery, brand personality, emotions, and other brand intangibles
Disadvantages:
- Fleeting nature of the message and potentially distracting creative elements
- Large number of ads and non-programming material on television creates clutter
- Large number of channels creates fragmentation, and digital video recorders give viewers the means to skip commercials
- High cost of production and placement

Radio Advertising

Advantages:
- Flexible and targeted
- Relatively inexpensive to produce and place, and short closing allows quick responses
- Effective medium in the morning and can effectively complement or reinforce TV ads
- Enables companies to achieve a balance between broad and localized market coverage
Disadvantages:
- Lack of visual image
- Relatively passive nature of consumer processing

Description

This quiz covers the role of marketing communication in building brand equity, including creating awareness, linking points-of-parity and points-of-difference, and facilitating a stronger consumer-brand connection.