Comparison of one brand with another being better than another brand o

Comparison of one brand with another being better

  • University of Guelph
  • MCS 3620
  • Notes
  • bresilverstein
  • 27
  • 100% (7) 7 out of 7 people found this document helpful

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Comparison of one brand with another (being better than another brand)oChallenger brandsInnovation Positioning: a marketing strategy that stresses newness (based on a commitment to r&d) as a means of differentiating a company of a brand from competingcompanies and brandsPrice (value) positioning: a marketing strategy based on the premise that consumers search for the best possible value given their economic circumstancesoLow-price positioning: WalmartoHigh-price positioning: Harry RosenLifestyle (image) positioning: a marketing strategy based on intangible characteristics associated with a lifestyle instead of tangible characteristics oInvolves emotional appeal techniques (love, fear, adventure, sex, humour) to influence a targetRepositioning: changing the place a product occupies in the customer’s mind, relative to competing productsSlogans: summarize what a brand stands forPackaging and Brand BuildingPackaging is a key role in introductory marketing communicationsoDifferentiates from competition Brands can own a colour oEx coke owns red in the soft drink market – signifies poweroDark colours project richness and common in the coffee aisleGood package serves 4 functionsoProtects the product, markets the product, offers convenience to consumers, is environmentally friendlyBranding by DesignBrand Design: a concept that attempts to include an experience in the design of a product oEx: the design may trigger an emotional responseChapter 4: Advertising Planning: CreativeCommunications EssentialsCommunication: the transmission, receipt, and processing of info between a sender and a receiverEncoding: the transformation of a message into a meaningful format, such as an advertisement, a mailing piece, or an article in a newspaperoDeveloping the message
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Transmission: the sending of a message through a medium such as television, radio, newspapers, magazines, outdoor advertising, internet, etc Delivery complications: aka noise (any form of disruption in the transmission of a message that could distort the impact of the message) o The message was not in line with customer attitudes o The message did not reach the intended target with the desired frequency o The message delivered by the competition was more convincing o The competition spent more on advertising and had high share of mind o New competitors entered the market and invested heavily in advertising Objective is to break through the noise Theories of communication o ACCA (a part of the theory called DAGMAR – Defining Advertising Goals for Measured Advertising Response) *measurable Awareness: the customer learns something for the first time (ex: brand name and primary benefit) Measured by aided and unaided recall tests Comprehension: consumer is expressing interest – message is relevant Measured using attitude scales (like or dislike) Conviction: consumer expresses stronger feelings toward the brand based on the perceived benefits it offers – becomes the preferred brand
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