Brand & Advertising

Notes

Hamza Irfan

Ta u g h t b y : D r. S a a d S h a h i d
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Syllabus

Ch 1. Brands and Brand Management 3

Ch 2. Customer-Based Brand Equity and Brand Positioning 9
Ch 3. Brand Resonance and the Brand Value Chain 13
Ch 4. Choosing Brand Elements to Build Brand Equity 16
Ch 5. Designing Marketing Programs to Build Brand Equity 18
Ch 6. Integrated Marketing Communications to Build Brand Equity 20
Ch 7. Leveraging Secondary Brand Associations 23
Ch 11. Designing and Implementing Brand Architecture Strategies 25
Ch 13. Managing Brands Overtime 28
BAM IMC 29
Chapter 1: 29
Ch 2 29
Chapter 3: 30
Chapter 4 31
Chapter 5: 31
Ch 6: 32
Ch 7 33
Ch 8 33
Ch 9: 33
Ch 10: 33
Ch 11: 34
Ch 12: 35
Ch 13: 35
Ch 14: 36
Ch 15: 36

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PRE-MID

Ch 1. Brands and Brand Management

- A brand is a “name, term, sign, symbol, or design, or a combination of them,

intended to identify the goods and services of one seller or group of sellers and to

differentiate them from those of competition.”

- A product is anything we can offer to a market for attention, acquisition, use, or

consumption that might satisfy a need or want

- We can de ne ve levels of meaning for a product:

• The core bene t level is the fundamental need or want that consumers satisfy by
consuming the product or service.

• The generic product level is a basic version of the product containing only those
attributes or characteristics absolutely necessary for its functioning but with no

distinguishing features. This is basically a stripped-down, no-frills version of the

product that adequately performs the product function.

• The expected product level is a set of attributes or characteristics that buyers normally
expect and agree to when they purchase a product.

• The augmented product level includes additional product attributes, bene ts, or
related services that distinguish the product from competitors.

• The potential product level includes all the augmentations and transformations that a
product might ultimately undergo in the future.

- A brand is therefore more than a product, because it can have dimensions that

differentiate it in some way from other products designed to satisfy the same

need. These differences may be rational and tangible—related to product

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performance of the brand—or more symbolic, emotional, and intangible—related

to what the brand represents.

- Researchers have classi ed products and their associated attributes or bene ts

into three major categories: search goods, experience goods, and credence

goods.

• For search goods like grocery produce, consumers can evaluate product attributes
like sturdiness, size, colour, style, design, weight, and ingredient composition by visual

inspection.

• For experience goods like automobile tires, consumers cannot assess product
attributes like durability, service quality, safety, and ease of handling or use so easily

by inspection, and actual product trial and experience is necessary.

• For credence goods like insurance coverage, consumers may rarely learn product
attributes.

- Consumers may perceive many different types of risks in buying and consuming

a product:

• Functional risk: The product does not perform up to expectations.

• Physical risk: The product poses a threat to the physical well-being or health of the
user or others.

• Financial risk: The product is not worth the price paid.

• Social risk: The product results in embarrassment from others.
• Psychological risk: The product affects the mental well-being of the user.
• Time risk: The failure of the product results in an opportunity cost of nding another
satisfactory product.

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- The key to branding is that consumers perceive differences among brands in a

product category.

- Business-to-business branding creates a positive image and reputation for the

company as a whole. Creating such goodwill with business customers is thought

to lead to greater selling opportunities and more pro table relationships.

- Brand symbols may also be especially important, because they help make the

abstract nature of services more concrete.

- Corporate credibility is key in terms of expertise, trustworthiness, and likability.

Variability is more of an issue with professional services because it is harder to

standardise the services

- Products bearing these store brands or private label brands offer another way for

retailers to increase customer loyalty and generate higher margins and pro ts.

- Strategic brand management involves the design and implementation of

marketing programs and activities to build, measure, and manage brand equity. In

this text, we de ne the strategic brand management process as having four main

steps

• Identifying and developing brand plans: Brand planning uses the following three
interlocking models.

- The brand positioning model describes how to guide integrated marketing to

maximise competitive advantages.

- The brand resonance model describes how to create intense, activity loyalty

relationships with customers.

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- The brand value chain is a means to trace the value creation process for brands, to

better understand the nancial impact of brand marketing expenditures and

investments.

• Designing and implementing brand marketing programs: building brand equity

requires properly positioning the brand in the minds of customers and

achieving as much brand resonance as possible. In general, this knowledge-

building process will depend on three factors:

- The initial choices of the brand elements making up the brand and how they are

mixed and matched;

- The marketing activities and supporting marketing programs and the way the brand

is integrated into them; and

- Other associations indirectly transferred to or leveraged by the brand as a result of

linking it to some other entity (such as the company, country of origin, channel of

distribution, or another brand).

• Measuring and interpreting brand performance

- brand audit is a comprehensive examination of a brand to assess its health,

uncover its sources of equity, and suggest ways to improve and leverage that

equity.

- Brand tracking studies collect information from consumers on a routine basis over

time, typically through quantitative measures of brand performance on a number of

key dimensions marketers can identify in the brand audit or other means.

- A brand equity management system is a set of organisational processes designed

to improve the understanding and use of the brand equity concept within a rm.

Three major steps help implement a brand equity management system: creating

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brand equity charters, assembling brand equity reports, and de ning brand equity

responsibilities.

• Growing and sustaining brand equity

- brand architecture provides general guidelines about its branding strategy and

which brand elements to apply across all the different products sold by the rm. Two

key concepts in de ning brand architecture are brand portfolios and the brand

hierarchy. The brand portfolio is the set of different brands that a particular rm

offers for sale to buyers in a particular category. The brand hierarchy displays the

number and nature of common and distinctive brand components across the rm’s

set of brands.

- Effective brand management also requires taking a long-term view of marketing

decisions.

- Another important consideration in managing brand equity is recognising and

accounting for different types of consumers in developing branding and marketing

programs. International factors and global branding strategies are particularly

important in these decisions.

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Ch 2. Customer-Based Brand Equity and Brand Positioning

- Customer-based brand equity (CBBE).

- CBBE concept provides a unique point of view on what brand equity is and how it

should best be built, measured, and managed.

- (1) “differential effect,” (2) “brand knowledge,” and (3) “consumer response to

marketing.” First, brand equity arises from differences in consumer response. If

no differences occur, then the brand-name product can essentially be classi ed

as a commodity or a generic version of the product. Competition, most likely,

would then just be based on price. Second, these differences in response are a

result of consumers’ knowledge about the brand, that is, what they have learned,

felt, seen, and heard about the brand as a result of their experiences over time.

Thus, although strongly in uenced by the marketing activity of the rm, brand

equity ultimately depends on what resides in the minds and hearts of consumers.

Third, customers’ differential responses, which make up brand equity, are

re ected in perceptions, preferences, and behaviour related to all aspects of

brand marketing, for example, including choice of a brand, recall of copy points

from an ad, response to a sales promotion, and evaluations of a proposed brand

extension

- The associative network memory model views memory as a network of nodes and

connecting links, in which nodes represent stored information or concepts, and

links represent brand associations.

- Customer-based brand equity occurs when the consumer has a high level of

awareness and familiarity with the brand and holds some strong, favourable, and

unique brand associations in memory.

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- Brand Awareness: Brand recognition is consumers’ ability to con rm prior

exposure to the brand when given the brand as a cue. Brand recall is consumers’

ability to retrieve the brand from memory when given the product category, the

needs ful lled by the category, or a purchase or usage situation as a cue.

- Advantages of Brand Awareness:

• Learning Advantages: Brand awareness in uences the formation and strength of the
associations that make up the brand image.

• Consideration Advantages: Consumers must consider the brand whenever they are
making a purchase for which it could be acceptable or ful lling a need it could satisfy.

• Choice Advantages: The third advantage of creating a high level of brand awareness
is that it can affect choices among brands in the consideration set, even if there are

essentially no other associations to those brands.

- Low involvement results when consumers lack either purchase motivation (they

don’t care about the product or service) or purchase ability (they don’t know

anything else about the brands in a category).

- Brand associations may be either brand attributes or bene ts. Brand attributes

are those descriptive features that characterise a product or service. Brand

bene ts are the personal value and meaning that consumers attach to the product

or service attributes.

- Deciding on a positioning requires determining a frame of reference (by

identifying the target market and the nature of competition) and the optimal

points-of-parity and points-of-difference brand associations. In other words,

marketers need to know (1) who the target consumer is, (2) who the main

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competitors are, (3) how the brand is similar to these competitors, and (4) how the

brand is different from them

- Points-of-difference (PODs) are formally de ned as attributes or bene ts that

consumers strongly associate with a brand, positively evaluate, and believe that

they could not nd to the same extent with a competitive brand.

- Points-of-parity associations (POPs), on the other hand, are not necessarily

unique to the brand but may in fact be shared with other brands. There are three

types: category, competitive, and correlational.

• Category points-of-parity represent necessary—but not necessarily suf cient—

conditions for brand choice.

• Competitive points-of-parity are those associations designed to negate competitors’

points- of-difference.

• Correlational points-of-parity are those potentially negative associations that arise

from the existence of other, more positive associations for the brand.

- Desirability is determined from the consumer’s point of view, deliverability is

based on a company’s inherent capabilities, and differentiation is determined

relative to the competitors.

- Laddering: Maslow’s hierarchy maintains that consumers have different priorities

and levels of needs

- A brand mantra is a short, three- to ve-word phrase that captures the irrefutable

essence or spirit of the brand positioning. It’s similar to “brand essence” or “core

brand promise”. Communicate, simplify, inspire.

• brand functions term describes the nature of the product or service or the type of
experiences or bene ts the brand provides.

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- descriptive modi er further clari es its nature
- emotional modi er provides another quali er—how exactly does the brand provide

bene ts and in what ways?

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Ch 3. Brand Resonance and the Brand Value Chain

- THE FOUR STEPS OF BRAND BUILDING

• Ensure identi cation of the brand with customers and an association of the brand in
customers’ minds with a speci c product class, product bene t, or customer need.

• Firmly establish the totality of brand meaning in the minds of customers by

strategically linking a host of tangible and intangible brand associations.

• Elicit the proper customer responses to the brand.

• Convert brand responses to create brand resonance and an intense, active loyalty
relationship between customers and the brand.

- Brand salience measures various aspects of the awareness of the brand and how

easily and often the brand is evoked under various situations or circumstances.

- Five important types of attributes and bene ts

• Primary ingredients and supplementary features

• Product reliability, durability, and serviceability
• Service effectiveness, ef ciency, and empathy
• Style and design
• Price
- Brand judgments are customers’ personal opinions
- Brand credibility describes the extent to which customers see the brand as credible in

terms of three dimensions: perceived expertise, trustworthiness, and likability. Is the

brand seen as (1) competent, innovative, and a market leader (brand expertise); (2)

depend- able and keeping customer interests in mind (brand trustworthiness); and (3)

fun, interesting, and worth spending time with (brand likability)

- Brand feelings are customers’ emotional responses and reactions to the brand.

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• Fun
• Warmth
• Excitement
• Security
• Social approval
• Self-respect
- Brand resonance describes the nature of this relationship and the extent to which

customers feel that they are “in sync” with the brand. Resonance is characterized in

terms of intensity, or the depth of the psychological bond that customers have with the

brand, as well as the level of activity engendered by this loyalty (repeat purchase rates

and the extent to which customers seek out brand information, events, and other loyal

customers). We can break down these two dimensions of brand resonance into four

categories:

• Behavioural loyalty
• Attitudinal attachment
• Sense of community
• Active engagement
- customer mind-set as suggested by the resonance model:

• Brand Awareness: The extent and ease with which customers recall and recognise
the brand and can identify the products and services with which it is associated.

• Brand Associations: The strength, favourability, and uniqueness of perceived

attributes and bene ts for the brand. Brand associations often represent key sources

of brand value, be- cause they are the means by which consumers feel brands satisfy

their needs.

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• Brand Attitudes: Overall evaluations of the brand in terms of its quality and the
satisfaction it generates.

• Brand Attachment: The degree of loyalty the customer feels toward the brand. A
strong form of attachment, adherence, is the consumer’s resistance to change and the

ability of a brand to withstand bad news like a product or service failure. In the

extreme, attachment can even become addiction.

• Brand Activity: The extent to which customers use the brand, talk to others about the
brand, seek out brand information, promotions, and events, and so on.

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Ch 4. Choosing Brand Elements to Build Brand Equity

- Criteria for choosing brand elements:

• Memorable — easily recognised and recalled — (OFFENSIVE STRATEGY)

• Meaningful — descriptive and persuasive — (OFFENSIVE STRATEGY)
• Likeable — fun and interesting; rich visual and verbal imagery; aesthetically
pleasing — (OFFENSIVE STRATEGY)

• Transferable — within and across product categories; across geographic

boundaries and cultures — (DEFENSIVE STRATEGY)

• Adaptable — exible; updatable (modern) — (DEFENSIVE STRATEGY)

• Protectable — legally (trademark); competitively (not copyable) — (DEFENSIVE
STRATEGY)

- Options and tactics for brand elements:

• Brand names: dif cult to choose. Criteria: memorable, meaningful, likeable,

transferable, adaptable, protectable

- Brand awareness
- Simplicity and ease of pronunciation and spelling
- Familiarity and meaningfulness
- Differentiated, distinctive, and unique

• Brand association: explicit and implicit meaning extracted by consumers

- Alphanumeric (WD-40; BMW 3 5 7 Series)
- Sounds of letter can take on meaning as well
- Brand name linguistic characteristics: consonant repetition (coca cola),

incorrect spellings (Kool Aid), af xation (Jell-O), metaphors

• Naming procedure:

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- Deine objective
- Generate names
- Screen initial candidates
- Study candidate names
- Research the nal candidates
- Select the nal name

• URLs
• Logo and Symbols — easily recognised
• Characters — gains attention; can draw away attention from other elements
• Slogans; aids in establishing link between brand and category; hard to update
• Jingles — music can aid awareness
• Packaging — helps in identifying the brand, conveys info, protects product,
assists in storage; packaging at the point of purchase (customer touchpoint)

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Ch 5. Designing Marketing Programs to Build Brand Equity

- New perspective in marketing:

• Rapid tech development

• Greater customer empowerment
• Fragmentation of traditional media
• Growth of interactive and mobile marketing options
• Channel transformation and disintermediation
• Increased competition and industry convergence
• Globalisation and growth of developing markets
• Heightened environmental, community, and social concerns
• Severe economic recession
- Experimental marketing: promotes a product by not only communicating a

product’s features and bene ts but also connecting it with unique and interesting

consumer experiences.

- Schmitt details ve different types of marketing experiences that are becoming

increasingly vital to consumers’ perceptions of brands:

• Sense marketing appeals to consumer senses

• Feel marketing appeals to consumers inner feelings and emotions
• Think marketing appeals to the intellect
• Act marketing targets physical behaviour
• Relate marketing creates experiences by taking into account individuals desire
to be part of social context

- Relationship marketing: attempts to provide a more holistic, personalised brand

experience to create stronger customer ties.

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- Brand experience scale: sensory (impression on visual senses), affective (induce

feelings), behavioural (engage in physical actions), intellectual (think).

- Mass customisation: make products to meet the customer’s exact speci cations.
- One-to-one marketing: focus on individual customer needs through consumer

databases.

- Permission marketing: ask permission before marketing; opposite of interruption

or mass marketing.

- Product strategy: product builds experience with the brand; perceived quality,

after marketing; user manuals; customer service program; loyalty programs

- Pricing strategy: consumer price perception (price bands — acceptable range of

prices) thus value-based pricing strategies; setting prices to build brand equity;

value pricing (product design and delivery; product cost; product price); price

segmentation (dynamic pricing; airlines); everyday low pricing

- Channel strategy: direct channels (company’s own channels); indirect channels

(retailers). Shopper marketing emphasised collaboration between manufacturers

and retailers on in-store marketing like brand building. Pull strategy (customer

in uences retailers to pull products through the channel), push strategy

(manufacturer pushes the product). Channel support strategies include Retail

segmentation (retailers are customers and have needs; branded variant are

categories that are not directly comparable to other items carrying the same

brand name); cooperative advertising (manufacturer pays retailers).

- Direct channels: Store within a store, company owned stores, others.

- Online strategy

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Ch 6. Integrated Marketing Communications to Build Brand Equity

- Marketing communications are the means by which rms attempt to inform,

persuade, and remind consumers about the brands they sell.

- Information processing model of communication:

• Exposure: a person must see or hear the communication

• Attention: must notice
• Comprehension: must understand
• Yielding: must respond favourably
• Intentions: must plan to act
• Behaviour: must actually plan
- Four major marketing communication options:

• Advertising and promotion — paid form; TVCs; marketers should distinguish

message strategy (what message) from its creative strategy (expression of

claims); de ne proper positioning, and identify best creative strategy; radio;

print; direct response (mail, telephone); place advertising (out of home

advertising; advertise in unusual places); billboard and posters; movies,

airlines, lounges; product placement; point of purchase (live sampling);

promotion (short term incentives to encourage trial, change the behaviour of

trade and consumers; consumer promotion; trade promotion)

• Interactive marketing — online marketing communications (websites; online

ads and videos; social media); paid media (print, TVC), owned media

(controlled, website, email, social media), and earned media (WOM).

• Events and experience — event marketing (public sponsorship of events);

identify lifestyle, increase awareness, reinforce perception, enhance corporate

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image, create experience; measuring sponsorship activities (supply side

method focuses on potential exposure from media coverage, and demand side

focuses on reported exposure from consumers).

• Mobile marketing — geotargeting (advertise based on customer location)

- Brand ampli ed:

• PR and publicity — PR (non personal communication; includes interview) and

publicity (fund raising)

• WOM
- Developing IMC Programs: 6Cs
- Coverage — proportion of audience reached
- Contribution — create desired response from consumers in the absence of

exposure to any other communication option

- Commonality — creating consistent and cohesive brand image

- Complementarity — different associations and linkages are emphasised

across communication options

- Conformability — extent to which marketing communication option is

effective for different groups; two levels are communication, and consumer;

multiple information provision strategy (provide different info within a

communication option), broad information strategy (provide info that is

ambiguous to work regardless of prior consumer knowledge).

- Cost — must weight against cost and effectiveness and ef ciency of program

• Two key steps:

- Evaluate
- Establish priorities and tradeoffs: trade offs

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• Commonality and complementarity inversely related
• Conformability and complementarity inversely related
• Commonality and conformability do not share an obvious relationship
- General marketing communication guidelines: the Keller Bs

• Be analytical
• Be curious
• Be single minded
• Be integrative
• Be observant
• Be patient
• Be realistic

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Ch 7. Leveraging Secondary Brand Associations

- Conceptualising the leveraging process:

• Creation of new brand association

• Effect on existing brand knowledge
- Extent of leverage from linking the brand to another entity:

• Awareness and knowledge of the entity — must be aware to transfer

• Meaningfulness of the knowledge of entity — some connections may be
relevant

• Transferability of the knowledge of the entity

- Create new brand; adopt or modify the existing brand; combine an existing and a

new brand.

- Channels of distribution — affects the brand equity

- Cobranding — two or more existing brands are combined into a joint product

• Advantages: borrow needed expertise, leverage equity you don’t have, reduce
cost of product introduction, additional revenue

• Disadvantage: loss of control, risk of brand equity dilution, negative feedback,

lack of brand focus/clarity, organisational distraction.

• Ingredient marketing — brand equity created from materials within other

branded products. Leverage the equity but cost of supporting marketing

communication programs can be high.

- Licensing — contractual agreement rms use the names, logo, characteristic to

market their own brand for some xed fee.

- Celebrity endorsement
- Sporting, cultural, or other events — sponsorships

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- Third party sources — link to other third patty sources. Such as leading

magazines

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Ch 11. Designing and Implementing Brand Architecture Strategies

- Brand architecture strategy helps marketer determine which products and

services to introduce, and which brand names, logo, symbols, and so forth to

apply to new and existing products. The role of brand architecture is:

• To clarify brand awareness: improve customer understanding and communicate

similarity and differences between individual products and services

• To improve brand image: maximise transfer of equity between the brand and
individual products and services to improve trial and repeat purchase

- Developing a branch architecture requires three steps:

• De ne the potential of a brand in terms of its market footprint

- Brand vision: management’s view of the brand’s long term potential
- Brand boundaries: identify the products or services the brand should offer
- Brand positioning: competitive frame of reference, point of difference, point

of parity, brand mantra

• Identifying the product and service extensions that will allow the brand to
achieve that potential

- Line extension and category extension

• Specifying the brand elements and positioning associated with the speci c
products and services for the brand

- Sub branding — can tap associates and attitude

- Brand portfolio — all brands sold by a company in a product category
- Flankers — ghter brands; create string point of parity with competitors brand so

that more important agship brands can retain their desired positioning.

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- Cash cows: some brands kept despite dwindling sales due to suf cient number of

customers.

- Low end, entry level or high end, prestige brands — vary in price and quality; low

end priced brands attract customers to the brand franchise.

- Brand hierarchies — useful means of graphically portraying a rm’s branding

strategy by displaying the number and nature of common and distinctive brand

elements across the rm’s products, revealing their explicit ordering.

• Levels of brand hierarchy:

- Corporate or company brand level: one brand
- Family brand level: range of brands or umbrella brand
- Individual brand level: one product category with different product types
- Modi er brand level: con guration of product.
- Product descriptors: helps consumers to understand what the product is.

• Designing a brand hierarchy:

- Decide on which products are to be introduced — principle of growth/

survival/synergy

- Decide on the number of levels — principle of simplicity/clarity

- Decide on the levels of awareness and types of associations to be created at

each level — principle of relevance/differentiation

- Decide on how to link brands from different levels for a product — principle of

prominence

- Decide on how to link a brand across products — principle of commonality

- Corporate branding: corporate brand equity is the differential response by

consumers, customers, employees. Corporate image dimensions:

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• Common product attributes, bene ts, or attitudes
• People and relationship
• Value and programs
• Corporate credibility: corporate credibility, trustworthiness, likability
• Manage corporate branding via CSR, corporate image campaigns, corporate
name changes (usually in M&A).

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Ch 13. Managing Brands Overtime

- Consumer response to past/current/future marketing activities

• Maintain brand consistency

• Protect sources of brand equity
• Fortifying vs leveraging
• Fine tuning the supporting marketing program
• Product related performance association
• Non-product related imagery association
- Revitalising brands
- Expand depth or breadth of brand-awareness; improve strength, favourability, and

uniqueness

- Identify new and different ways to use the brand

- Improve brand image

• Identify target market

• Repositioning the brand
• Changing brand elements
- Adjustments to brand portfolio

• Brand migration strategy — helps understand how brands in the portfolio can
satisfy the customer needs as they change over time, or as the brand

themselves change over time.

• Acquire new customers

• Retiring brands — orphan brands (diminished equity)
• Obsoleting existing products

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BAM IMC

Chapter 1:

⁃ communication process: sender - encode - transmission device - decode -

receiver - feedback. Noise

⁃ Components of promotion: advertising, digital, social media, database, direct

response, personal selling, sales promo, PR.

⁃ MARKETING PLAN: current analysis, SWOT, marketing objectives, target

market, marketing strategies, marketing tactics, implementation, evaluation.

⁃ Trends effecting marketing communications: accountability, digital, shift in

channel power, global competition, brand parity, customer engagement.

⁃ Pathways consumers to to interact across: content grazing (two or more

screens used to access unrelated content), investigate spider webbing

(investigate speci c content across multiple platforms), quantum journey

(complete speci c task), social slicker webbing (share content on multiple

devices).

⁃ Reasons why IMC work: uni ed message, streamline timing, connect with

multiple audience, meaningful Insight, max impact.

⁃ Two strategies for IMC: standardisation and adaptation

Ch 2

⁃ Elements of brand image: tangible (retail outlets, products, name, logo) and

intangible (personnel, environment, culture)

⁃ Bene ts of brand image to consumers: con dence, assurance, reduce search

time, social acceptance.

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⁃ Bene ts to companies: positive reviews, charge higher, loyalty, WOM, channel

power, attract employees.

⁃ Categories of brand name: overt name (what company does), implied name

(recognisable words), conceptual (company essence), iconoclastic (unique)

⁃ Type of brands: family, brand extension, anker, co branding, ingredient,

cooperative, complementary, private.

⁃ Forms of co branding: ingredient, cooperative, complementary.

⁃ Logos: shared meaning, stimulus codability, recognisable, familiar, positive

belief.

⁃ Method of measuring brand value: nancial value, stock market value, revenue

premium, consumer value.

Chapter 3:

⁃ consumer decision making process: problem recognition, info search, evaluate

alternatives, purchase decision, post purchase evaluation.

⁃ Level of motivation: involvement, cognition, shopping enthusiasm

⁃ Attitude = affective (feeling)+ cognitive (understanding )+ conative (behaviour)

⁃ Evoked set = alternatives considered in purchase situation

⁃ Inept set: not considered due to negative

⁃ Inert set: neither positive nor negative

⁃ Buying centre: buyer, in uence, decider, gatekeeper, user.

⁃ Straight rebuy, modi ed rebuy, new task.

⁃ Derived demand.

⁃ Dual channel marketing: same to b2c and B2b

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Chapter 4

⁃ IMC PLAN: communication research - test market - product positioning -

objectives - budget + IMC

Chapter 5:

⁃ advertising theory: hierarchy of effects model, and a means end model

⁃ Hierarchy of effects model: consumer buyer moves through when making a

purchase - awareness, knowledge, liking, preference, conviction, actual

purchase.

⁃ Cognitive (understanding) - affective (feeling) - conative (behaviour)

⁃ Means end chain: advertisements should contain a message that leads to a

desired end state (personal values - comfortable life, happiness, fun).

⁃ Visual Esperanto : visual images for global advertising.

⁃ Impact of adverting expenditure: communication goal (depends on the

hierarchy of effects model), threshold effect (advertising begins to have a

signi cant impact on consumer response), diminishing returns (incremental

expense leads to smaller increase in sales), carryover effect (aids in recall),

wear out effect (negative attitudes developed due to high exposure), decay

effects (consumer forgets when no advertising)

⁃ In-house vs outside agency

⁃ Crowdsourcing: outsource to public.

⁃ Choose agency: goal set (awareness, inform, our safe, support, encourage),

selection criteria, screen, request client references, reduce list, request

creative pitch (objective, target audience, message theme, support, constraint).

Criteria includes size, experience, repute, capabilities.

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Ch 6:

⁃ message strategy: message theme based on cognitive (generic, USP,

hyperbole, comparative, affective (resonance, emotional), conative.

⁃ Generic message good for brand awareness and brand leaders.

⁃ Preemptive message: superiority message

⁃ USP: highlights USP

⁃ Hyperbole: untestable claim based on some bene t

⁃ Comparative advertising: POD

⁃ Resonance: connect with brand

⁃ Emotional: elicit powerful feeling

⁃ Cognitive strategy: awareness and knowledge

⁃ Affective strategy: liking, preference, conviction

⁃ Conative strategy: purchase

⁃ Advertising appeal: fear, humour, sex, music, emotions, rationality.

⁃ Behavioural response model: for fear appeal. Negative and positive

consequences depending on severity and vulnerability.

⁃ Sex appeal; subliminal, sensual, sexuality, nudities

⁃ Executional framework: animation, demonstration, information, storytelling,

slice of life (bene ts to life), testimonials.

⁃ Severity is how strong certain negative consequences of an action will be.

Vulnerability is negative consequences of an action.

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Ch 7

⁃ components of media plan: marketing analysis, advertising analysis, media

strategy, media schedule, justi cation and summary.

⁃ Three exposure hypothesis: intrusion value (capture attention without effort),

recency theory (selective attention), effective reach and frequency (minimum

bed number of exposures needed to be effective).

⁃ Media multiplier effect: using more than one media (print tvc digital)

Ch 8

⁃ digital media

⁃ Native advertising: information that solves a problem in which the solution is

buy product.

Ch 9:

⁃ generic social networking sites (appeal to all like FB) v niche (speci c interest

LIKE LinkedIn)

Ch 10:

⁃ alternative marketing: buzz, guerilla, lifestyle, experiential, product placement

and brand entertainment.

⁃ Approaches to buzz: individuals who truly like the brand, who are sponsored

by the brand (brand ambassador), company or agency employee (employer

branding).

⁃ Buzz marketing stages: inoculations (product introduced), incubation (used),

infection (widespread use).

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⁃ Buzz marketing preconditions: unique product, brand stands out, advertising

is memorable/unique, consumer involvement with the brand.

⁃ Guerilla marketing requires energy and imagination. More aggressive. Results

measured by pro ts. Based on psychology and human behaviour. You

marketing. Create buzz. Interact with customers. Build relationships. Impact a

spot market.

⁃ Lifestyle marketing involves reaching consumers during events.

⁃ Experiential marketing stages: segmentation, right timing, and ensure brand

promise reveals.

⁃ Product placement and branded entertainment, video games. Advergames,

cinema advertising, in store. Point of purchase displays.

Ch 11:

⁃ database

⁃ Data mining

⁃ Trawling: look for speci c data in database

⁃ Permission marketing: customers are empowered

⁃ Loyalty or frequency programs

⁃ CRM

⁃ Direct response marketing

⁃ Direct mail: commercial list include response list (who have made purchase) ,

compiled list (who have not made purchase)

⁃ Steps in selling process: lead generate, qualify prospects, knowledge

acquisition, sales presentation, handling objection (tell consumers they are

wrong directly/indirectly), sales closing, follow up.

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Ch 12:

⁃ consumer promotions

⁃ Coupons (instant redemption, bound back, scanner delivered coupon, cross

ruf ng)

⁃ Contests

⁃ Sweepstake

⁃ Perceived value

⁃ Sampling distribution methods: in store, direct, response, cross ruf ng, media,

professional, selective.

⁃ Bonus packs

⁃ Price offs

⁃ Types of consumers: promotion prone, brand preferred, brand loyal, Price

sensitive

⁃ Trade allowance: Off invoice, slotting fee, exit fee.

⁃ Categories of buyers attending trade shows: education, reinforcement,

solution, buying team, power buyers.

Ch 13:

⁃ PR

⁃ PR Functions: identify internal external stakeholders, assess corporate repute,

audit csr, create positive image, reduce image damage.

⁃ Proactive damage control vs reactive strategy.

⁃ Sponsorship

⁃ Event marketing

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⁃ Steps in selecting a sponsorship or event: objective, match audience, promote

event, advertise, track results.

Ch 14:

⁃ regulations and ethics

⁃ Federal trade commission

⁃ Deception vs Puffery

⁃ Substantiation: promise proven with data

⁃ Morals and ethics: right vs wrong

⁃ Ethical issues in marketing: brand infringement, professional service

marketing, gifts and bribery, spam and cookies, ambush marketing, stealth

marketing.

Ch 15:

⁃ evaluation metrics

⁃ Evaluate ad message: tracking research and copy test (assess nished

marketing piece; portfolio and theatre test) for current. Cognitive neuroscience

for future.

⁃ Social media metrics: volume, engagement, conversion

⁃ Behavioural evaluation

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