Lecture 1

Fundementals of Brand Communication

1. Content

2. Contact

Define Content

What the brand communicates

Define Contact

Where the brand connects with the audience touchpoints

What essential to the success of the brand

Making contact

when does planning initiates

When a business problem is presented

what does marketing analyze to access the best planning approach

The 4P’s

1. Product

2. Price

3. Place

4. Promotion

What are IMC plannner assigned to do

Connect the plan to the audience

Evolution of _______ to _______

1. Media planning

2. Communication planning

State the changes from Media Planning to Communication Planning

1. Advertising support - Brand support

2. Reaching - Influencing

3. Multi-media strategy - Multi-channel strategy

4. Placing ad units - Impacting Multi-platform content

What the difference between multi-media strategy and multi-channel strategy

• multi-media stratgy: which media should we distribute the ad

• Multi-channel strategy: where and how can consumers interact with the brand

What role did media planning take before

Advertising media planning

What approach do brand planners take nowadays

IMC approach

What does the IMC approach focus on

Consumer engagement (rather than lens of media classes)

What are the changing natures in media planning

Changing nature of

1. Media

2. Consumers

3. Media effectiveness

4. Industry structure

Three point of ATL (above the line)

1. Spending in media

2. Through ad agencies

3. Capital expense

Three points of BTL (below the line)

1. Spending that is non-mass media related

2. Such as

   1. Sales promotion

   2. Public relations

   3. Events

   4. Direct responses

3. Current expense

Three points of TTL (through the line)

1. Spending not restricted to mass media

2. Planning through the lens of the customer

3. Some capital expense some current

What is the cause of rapid evolution of media

Commercialization of the internet

T/F: anything can become a medium these days

T

How did the Internet affect advertising? This

• It’s moved many forms of advertising online

• Introduce/expanded for maths such as

  • Search base ads

  • Rich video advertising

What are the two things that drastically changed the way brands interact with consumers?

Social and user generated content

what are the four points of changing nature of consumer

1. Always on; media multitasking culture

2. Increased control of message delivery

3. One-to-one communication with brands

4. Move beyond just reaching consumers with a message, advertisers, must now foster influence and consumer engagement

What are the traditional measures of media effectiveness?

1. Reach

2. Frequency

3. Efficiency

What are the new measures of media effectiveness?

Influence

(I.e. consumer media use, impact of creative content, and susceptibility)

Primacy vs Recency

• The first brand message seen or heard in a product category

• The last impression scene heard before the consumer makes a purchase Decision

What are the two sources media planners look at to get insight?

1. Syndicated data

2. Their own customer research

What is consumer behavior approach?

An approach to better understand how consumers interact with brands and make purchase decisions based on a variety of media exposures

T/F: media are sales channels for many brands

T

T/F: small group of companies control avast majority of advertising revenue

T

What did changing industries structure lead to?

Rise of multi-channel strategies rather than multi-media strategies

What are the four options of plant development?

1. Hire a large media planning and buying company to create a plan

2. Hire an independent agency

3. Develop your own agency like (GM, general motors)

4. Create a custom option for your brand