advertising brand management unit i
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Advertising & Brand ManagementUNIT I
SyllabusUnit IRole of Integrated Marketing Communication; Process of Marketing Communication; Definition and Scope of Advertising Management; Determination of Target Audience, Advertising and Consumer Behavior; Setting Advertising Objectives, DAGMAR; Determining Advertising Budgets; Advertising Strategy and Planning, Creative Strategy Development and Implementation. (10 Hours)Unit IIMedia Planning: Setting Media Objectives; Developing Media Strategies, Evaluation of Different Media and Media Selection; Media Buying; Measuring Advertising Effectiveness; The Organization for Advertising; Social, Ethical and Legal Aspect of Advertising. (10 Hours)Unit III Brand-concept: Nature and Importance of Brand; Types of brands , Strategic Brand Management Process; Brand Identity perspectives , Brand identity prism, Identity levels, Concepts and Measures of Brand Equity, Brand Assets and liabilities, Aaker Model of Brand Equity, Designing marketing programs to build brand Equity, customer based brand equity ,Brand Loyalty, Measures of Loyalty;, ,Branding strategies product, line , range and umbrella branding , Brand Personality: Definition, Measures and, Formulation of Brand Personality; Brand Image dimensions, Stages of Concept Management for functional ,symbolic and experiential brands. (10 Hours)Unit IVBrand Positioning: Concepts and Definitions, 3 Cs of positioning ,Brand positioning and differentiation strategies, Repositioning, Celebrity Endorsements, Brand Extension; Managing brands over time, Brand reinforcement , brand revitalization, managing global brands ,Branding in different sectors Case studies (12 Hours)2Role of Integrated Marketing CommunicationIntegrated Marketing Communication.. is a process for planning, executing & monitoring the brand messages that create customer relationshipsIntegrated marketing communications is an approach to planning communications that gives your small business the potential to get better results from your campaigns and reduce marketing costs.The traditional role of marketing communications has been to develop marketing material that supports the company's sales activities. The integrated marketing communications manager continues to provide this service, but the other activities under his integrated management function influence the production of marketing material.With marketing communications integrated under one management function, all events go through the integrated communications function. It means that the company's profile and the image it projects at such events is consistent and in keeping with overall company goals.
Role of Integrated Marketing CommunicationPublic RelationsUnder integrated marketing communications management, companies no longer maintain a separate public relations operation whose activities may not support the efforts of marketing. The public relations function becomes part of the integrated strategy and supports the marketing function. Published information, even if not directly relevant to the marketing of the company's products, helps create an image of the company that supports the ability to market them. Companies and their products become more tightly identified in the minds of the public.MediaInstead of separate media relations, the integrated marketing communications concept groups this responsibility with all the other company communications. The integrated marketing communication operations review and manage the image of the company in the media. Marketing personnel release targeted information to support the image they want to see. When the company is in the news, they shape the information coming out of the company to support the company's overall goals and a positive media image.Role of Integrated Marketing CommunicationPublicityA company often has various people authorized to create press releases. Under the integrated concept, integrated marketing communications management handles all such publicity. Others may want to publicize some newsworthy items, but the press release itself goes through the integrated management function. The manager can decide how to structure the release of the news so that it has the desired effect, or he can decide that the release of a particular news item is not in the interests of the company.CustomersUnder integrated communications, the marketing function handles direct customer contact. This arrangement has a two-fold advantage. Marketing management can shape the responses to complaints to maximize customer satisfaction while protecting the company. Marketing management also becomes aware first hand of issues with the company's products. When marketing is placed on the front lines, the function becomes more responsive to customer concerns, and the influence of customers increases.
Role of Integrated Marketing CommunicationIMC plays a role in all:Business-to-business (B2B) interactions.Marketing channel communications.Customer-focused communications.Internally directed communications.IMC provides greater:Brand differentiation.Accountability within a firm.Trust among consumers.Levels of effectiveness in cutting through message clutter than single strategies.Role of Integrated Marketing CommunicationImportance of Integration:Integration begins with the way a company and its agencies organise the process for creating and delivering brand messages.All participants involved in creating and delivering brand messages must work together:The company,Company agencies,The media,Channel members, andMarketing Communication support services.The 8 Key Functions of Marketing Communication: AdvertisingDirect marketingPublicity (public relations)Sales promotionPersonal sellingInternet/ Social mediaEvents and sponsorshipsPackagingProcess of Marketing CommunicationIt is important to understand the process of Marketing Communications. The process is as follows: Sender, Encoding, Transfer Mechanism, Feedback, Response and Decoding. The SENDER is typically the company that produces the product.ENCODING involves communicating the message in understandable terms for the consumer. In some companies, this person is identified as the Marketing Manager.TRANSFER MECHANISM is the medium that will be used to transfer the message.DECODING is how the customer interprets the message.RESPONSE is how the customer reacts to the message. Will the customer purchase the product?FEEDBACK measures how successful the advertising campaign was.Example of a Marketing Communications Strategy: SENDER Clothing manufacturer ENCODING Marketing Manager at the clothing manufacturer TRANSFER MECHANISM Television ad DECODING Customer sees the television ad and keeps it in mind RESPONSE Customer goes to the store and purchases the new product (item of clothing) FEEDBACK Information that customers are responding positively to the message Definition and Scope of Advertising ManagementAdvertising simply put is telling and selling the product. Advertising Management though is a complex process of employing various media to sell a product or service.This process begins quite early from the marketing research and encompasses the media campaigns that help sell the product.While advertising management is an inseparable part of the marketing department, the marketing department of an organization is often concerned more with market research and evaluation of results, and some parts of the advertising management can be outsourced to specialized advertising agencies.Hence, companies that believe in an effective advertising management process are always a step ahead in terms of selling their goods and services.Advertising management process in fact helps in defining the outline of the media campaign and in deciding which type of advertising would be used before the launch of the product.Definition and Scope of Advertising ManagementAdvertising has a wide scope in marketing and in the social system. The scope has been described on the basis of activitiesincluded in advertising, its objective and functions.Its scope lies in:Effectiveness of Messages: Advertising carries a message of the product. The message may be visual (or) oral. It is designed in a systematic manner to influence the prospective customer and formulated on the basis of need, environment and objective. Is should be a true representative of the product. Appropriate Media: The selection of a medium should be made on the basis of the type of customer to be approached; and the capacity of the organisation to bear the cost.Merchandise: Advertising covers the attributes of the products. the merchandise, i.e., theproduct (or) service to be sold.Fulfilment of Objectives: Advertising has certain objective. They are increased sales, creation of awareness and interest, sustaining the already established product, introducing a new product, helping middlemen and helping the public at large. These objectives are fulfilled by advertisers.Determination of Target AudienceDetermining your target audience isjust as important as defining your goal. For communication to be effective, it needs to be delivered to the right people.Inmarketingandadvertising, atarget audienceis a specific group of people within thetarget marketat which aproductor the marketing message of a product is aimed at.Your target market is the profile of the typical customers who utilize your business. Narrowing down your target audience is key in cost-effective and useful marketing, because it allows you to tailor the marketing to appeal to those customers. A general target audience without any specific demographics is less likely to increase sales because you fail to reach the people who will actually use your product or service. Take time before you begin your next marketing campaign to figure out to whom exactly you are trying to sell.Step1: Review the products and services you have available. Consider the features and benefits to a consumer who uses your