Advertising Textbook Notes .docx - Chapter 1 Integrated...

Chapter 1: Integrated Marketing Communications
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Communicating product:
- Product type:
- Physical good, service, a cause, or an idea
- Anything that can be marketed and that. When consumed or supported, gives
satisfaction to the individual
- Product attributes/ benefits:
- Attributes that characterize what it is; a chocolate bar can have varying types of
chocolate, and different kinds of ingredients
- Role of identifying the composition of a good
- Chicken:
- 100% all- vegetable grain-fed poultry in its original message
- Service delivery
- Attentiveness staff provides to customer
- Benefits:
- Communicated via the products attributes
- Subjectively claimed through the performance of the product
(convenience)
- Communicated by feelings or emotions associated with the experiential
consumption of a product.
- These positive or negative emotions (fear) can be psychologically
based
- Ex:
- Prime chicken change message to show convenience of
brand brought families together, showed families together
enjoying
- Wanted customers to connect emotionally
- Brand identity:
- Corporate name and its identification through its logo, symbol, or
trademarks, motto, slogan
- Primary purpose marketing communication:
- Present the brand and its identification in favourable locations,
situations, or time frame and allow consumers to feel more
positively towards the brand
- Packaging:
- Function benefits (economy, storage) also gives distinctive look-
identity focal point of marketing communication
- Brand Equity:
- Differential efect of brand knowledge on consumer responses to the
marketing of the bran
- Favourable image impressions of differentiation, or strength of

consumer attachment toward a company name, brand name, or
trademark
- Competitive advantage:
- By allowing its product to earn greater sales volume than would
without the name
- Brand experience:
- Receiving marketing communications messages, shopping
ehaviour, product use, and consumption, leading to one view that
it includes sensory, affective, intellectual, and behavioural
dimensions
- Brand attachment:
- The stregth of the bond between a brand and one’s self and
comprises brand-self connection and brand prominence
- Brand love:
- Seven aspect:
- ; passion-driven behaviours, self-brand integration,
emotional attachment, anticipated separation distress, long-term
relationship view, positive attitude, confidently held attitude
Communication Price:
- Price planning includes concerns of:
- level , policy, adjustments through discouunts, and flexibility when facing
competition
- Marketing:
- Reinforced a customer’s belief that the product benefit or quality accurately
reflects the price
- High relative ad expenditure:
- Should accompany premium prices
- Communicating distribution:
- Place of marketing mix: where and how purchase product
- Sets of interdependent organizations involved in the process of making a
product available for use or consumption
- Consumer product companies distribute through:
- Indirect channels:
- Using a network of wholesalers and retailers
- Direct channels:
- Do not use any channel intermediaries to sell to
customers
- Communication value:
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