Keller_SBM3_IM_06 - Chapter6

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Chapter 6 Integrating Marketing Communications to Build Brand Equity Overview This chapter describes the new media environment and role of marketing  communications in building brand equity. Advertising, promotions, direct marketing,  event sponsorship, personal selling, publicity and public relations and other forms of  marketing communications are the means by which firms stay in touch with consumers  and form relationships with them. They can help build customer-based brand equity by  affecting brand awareness; by creating, reinforcing or strengthening favorable and unique  band associations; by eliciting positive brand judgements or feelings; and facilitating  brand resonance.  A communications campaign should contain a mix of options, each  selected based on its ability to achieve specific objectives and to integrate with other  options to maximize brand equity.  The options included in a mix should, through their complementarity, produce results that  are greater than the sum of their individual effects. Whenever possible, options should be  linked to one another through the use of common visual or verbal information. Such  links, or cues, enhance consumer motivation, ability, and opportunity to process and  retrieve brand-related information. Hence, they facilitate the formation of strong,  favorable, and unique associations. Components of a communication strategy can be judged for their ability to achieve the  desired brand knowledge structures and elicit the differential response from consumers  that creates brand equity. Six success factors for advertising are identified: consumer  targeting, ad creative, consumer understanding, brand positioning, consumer motivation,  and ad memorability. A flexible marketing program is one that contributes to brand  equity in a number of different ways.  Each type of marketing communication tool is evaluated in the chapter. These include all  advertising, in the form of television, radio, print, direct response, on-line, place  (billboard, poster, movie, airport, product placement). Also included are promotions –  sales promotions, consumer promotions, and trade promotions; event marketing and  sponsorship; public relations and publicity; and personal selling.  The chapter discusses the importance of integrated marketing communication for  maximizing the contribution to brand equity of a brand’s marketing program. An  32
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integrated marketing communication program must be judged on six criteria: coverage,  contribution, commonality, complementarity, versatility, and cost.  Brand Focus 6.0 discusses how to coordinate media buys in order to maximize brand 
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This note was uploaded on 11/04/2010 for the course FCBA MBA608 taught by Professor Dr. during the Spring '10 term at Baptist College of Health Sciences.

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Keller_SBM3_IM_06 - Chapter6

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