Thẻ ghi nhớ: MPL chap 1 | Quizlet

Fundamentals of Brand Communication

Content

Contact

Content

What the brand communicates.

Contact

How the communication connects to its intended audience.

Media planning

is the art and science of making that connection.

role—account manager, top-executive, brand manager, creative, content manager

it is imperative that you understand the impact of media on a company and its brands.

a capstone of the promotion category of the 4Ps.

Brand communication - the communication of the brand to its audiences or public

Product

High-quality program worthy of its reputation

Price

Value of the program through sponsorships

Place

Interaction and broadcasting across multiple platforms

Promotion

- Advertising from diverse sources

advertising support

to brand support

reaching the right audience.

You need to understand how your actions will influence them.

moving from a multimedia strategy

to a multichannel strategy

placing advertising units

to impacting multiplatform content.

Advertising media planning has historically

limited to traditional channels.

can take an IMC approach to communication planning

focuses on consumer engagement rather than a lens of media classes.

ATL

is suitable for creating brand awareness on a large scale through mass media.

BTL

focuses on direct customer interaction and driving sales.

TTL

is an integrated approach, combining the power of both ATL and BTL, with the aim of bringing more comprehensive effectiveness.

Above the Line (ATL)

(mass media), như truyền hình, radio, tạp chí, báo chí.

Spending in media

Spending through ad agencies

Considered capital expense

Below the Line (BTL):

khuyến mãi, quan hệ công chúng (PR), sự kiện và marketing trực tiếp.

Spending that is non-mass media related

Sales promotions, PR, events, direct response, etc.:

Considered a current expense: Được xem là chi phí hiện tại, thường dùng để đáp ứng các mục tiêu ngắn hạn.

Through the Line (TTL)

góc nhìn của người tiêu dùng.

- Spending not restricted to mass media: Chi tiêu không bị giới hạn bởi truyền thông đại chúng.

- Planning through lens of the consumer: Lập kế hoạch từ góc nhìn của người tiêu dùng, tích hợp nhiều kênh và phương pháp.

- Some capital expense/ some current: Bao gồm cả chi phí vốn và chi phí hiện tại, tùy thuộc vào mục đích sử dụng.

Rapid evolution of media Sự phát triển nhanh chóng của phương tiện truyền thông

caused by commercialization of the Internet.

Popular forms of advertising entering their second decade

online—search-based ads and rich video, etc.

Social and user-generated content have drastically

changed the way brands interact with consumers.

Changed the face of existing media

—traditional channels moving to digital.

Traditional Measures

- Reach

- Frequency

- Efficiency

New Measurement

Influence --> i.e., consumer media use, impact of creative content, and susceptibility

ROI (Return on investment) Perspective

• Media are sales channels for many brands.

• Marketers rigorously track return on investment (ROI) for all media channels used in their communications.

• Determine lift in sales provided by each media outlet used if possible.

--->Proposed solutions, strategies, and next steps

Changing Industry Structure

• Rapid consolidation

• Small group of companies control vast majority of advertising revenue

• Led to rise of multichannel media strategies rather than a multimedia strategy

Implementation

Action items, timeline, and resource requirements

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