Description
The global marketplace consists of an increasingly complex arena of competitors within a rapidly changing international environment. A wide variety of venues beckon company leaders to invest their advertising and marketing dollars as the number and types of ways to reach out to customers continually increases.
CROWN COLLEGE
SSC 301 Advertising and Public Relations
Questions for Students:
1. Do you agree with the textbook’s assessment of Papa John’s? Does the company
present a clear message?
2. Can you name another food chain with an equally effective message and voice? Are
there other companies in other industries with similar strengths in the area of marketing
communications?
OVERVIEW:
The global marketplace consists of an increasingly complex arena of competitors within a
rapidly changing international environment. A wide variety of venues beckon company leaders
to invest their advertising and marketing dollars as the number and types of ways to reach out to
customers continually increases.
In the face of these sophisticated and cluttered market conditions, firms endeavor to be heard.
Two important consequences emerge from this turbulent new marketing context. First, the issue
of accountability has become a primary concern to advertising agencies and for company
leaders that hire those agencies. Currently, company leaders recognize that they cannot simply
spend unlimited dollars on marketing and advertising programs. The funds must be spent
wisely, and marketing managers increasingly demand tangible results from their advertising
efforts. Thus, a marketing campaign must yield measurable gains in sales, brand awareness, or
customer loyalty in order to be considered successful.
There has been a change in the nature of the job of account executive. With increasing
demands for accountability, the advertising or marketing account manager is now on the "hot
seat." He or she must respond to the more careful scrutiny placed on individual marketing
efforts. As a result, the increased responsibility has generated a new "job description" for the
account manager. Rather than simply serving as a go-between working with the people who
prepare commercials and the company, the account manager is increasingly expected to be
involved in the strategic development of the marketing plan, and to make sure efforts are
garnering tangible results.
Previously, creatives were often the most visible individuals in a promotional efforts. Creatives
have seen their roles change as well, particularly in this era in which attracting attention to a
company, product, or service is such a difficult task. Creatives are being asked to contribute to
the strategic marketing direction of the firm, to develop effective advertisements, and to share
accountability (both in terms of rewards given as bonuses and lost accounts when campaigns
fail) with the account manager.
The third person facing issue of increased accountability is the brand or product manager. When
sales of a brand slow down, it becomes the responsibility of the brand manager to find ways to
boost them. He or she also must coordinate efforts with others so that every marketing
endeavor used to promote the brand speaks with one voice. The brand manager must work
diligently to make sure the advertising agency, the trade promotion specialist, the consumer
promotion specialist, and any other individual or agency involved conveys the same message to
CROWN COLLEGE
SSC 301 Advertising and Public Relations
customers. The brand manager must be a master at organizing the activities of many individuals
while integrating each marketing campaign.
I. Communication and IMC Programs
INSTURCTOR NOTE: Have the students turn to Communication Model resource
The Communications Model
For this model, I take my cue from the Internet and the computer revolution itself, because it is
a superset of almost everything else. Telecommunication engineers and other people who deal
with the technical aspects of communication have created a very common model of
communication that has six components, which are a sender, an encoder, a medium, a decoder,
a receiver, and a message, as in figure 10.
Figure 10: Standard Communication Model
The parts of this model are as follows:
? Sender: The sender is what or who is trying to send a message to the receiver.
? Encoder: In the general case, it is not possible to directly insert the message onto the communications
medium. For instance, when you speak on the telephone, it is not possible to actually transmit sound
(vibrations in matter) across the wire for any distance. In your phone is a microphone, which converts the
sound into electrical impulses, which can be transmitted by wires. Those electrical impulses are then
manipulated by the electronics in the phone so they match up with what the telephone system expects.
? Message: Since this is a communication engineer's model, the message is the actual encoded message that
is transmitted by the medium.
? Medium: The medium is what the message is transmitted on. The phone system, Internet, and many other
electronic systems use wires. Television and radio can use electromagnetic radiation. Even bongo drums
can be used as a medium (http://eagle.auc.ca/~dreid/overview.html).
? Decoder: The decoder takes the encoded message and converts it to a form the receiver understands, since
for example a human user of the phone system does not understand electrical impulses directly.
? Receiver: The receiver is the target of the message.
Communication is defined as transmitting, receiving, and processing information. The parts of a
communications model include:
1. Sender - the person(s) attempting to deliver a message or idea.
2. Encoding processes - the verbal (words, sounds) and nonverbal (gestures, facial
expression, posture) cues which the sender utilizes in dispatching the message.
CROWN COLLEGE
SSC 301 Advertising and Public Relations
3. Transmission device - all of the items which carry the message from the sender to the
receiver.
4. Decoding - takes place when the receiver employs any set of his or her senses (hearing,
seeing, feeling, etc.) in the attempt to capture the message.
5. Receiver - the intended audience for a message.
6. Feedback - information the sender obtains from the receiver regarding the receiver's
perception or interpretation of a message.
7. Noise - anything that distorts or disrupts a message.
EXERCISE 2:
How do companies integrate their ads with their Web sites? Go to the group assigned by your
instructor and access the links provided. Compare the appearance and content of he Web site
to the shoe advertisements show both on the site and in your textbook on page 6. Using the
communication model presented in figure 1.1, examine how well they communicate to
consumers accessing their site.
Group One:
Reebok (http://www.reebok.com )
New Balance (http://www.newbalance.com)
Group Two:
Asics (http://www.asicstiger.com)
Skechers (http://www.skechers.com)
YOU WILL HAVE 30 MINUTES TO COMPLETE THIS EXERCISE
II. Integrated Marketing Communications
Integrated Marketing Communications is the coordination and integration of all marketing
communication tools, avenues, and sources within a company into a seamless program, which
maximizes the impact on consumers and other end-users at a minimal cost. This integration
affects a firm's entire business-to-business, marketing channel, customer-focused, and internally
directed communications.
CROWN COLLEGE
SSC 301 Advertising and Public Relations
INSTRUCTOR NOTE: Direct the students to the two links, briefly discuss each of the items
Lesson Resource 1: Marketing Mix and Promotion Mix
http://www.netmba.com/marketing/mix/
The marketing mix consists of:
* products
* pricing systems
* distribution systems
* promotional programs
http://www.marketingteacher.com/Lessons/lesson_promotion.htm
The promotions mix consists of:
* personal selling
* Sales promotion
* Public Relations
* Direct mail
* Trade Fairs and Exhibitions
* Advertising
* Sponsorship
The four elements of the marketing mix must blend together to present a unified message.
III. An Integrated Marketing Communications Plan
Figure 1-4 lists the primary steps required to complete a marketing plan. They include:
* situational analysis (examining problems and opportunities in the organization's external
environment and strengths and weaknesses in the firm itself)
* defining marketing objectives (sales, market share, competitive position, and customer
actions desired)
* budget preparation
* finalize marketing strategies
* evaluation of performance.
INSTRUCTOR NOTE: Use the following example to illustrate.
Let me show you an example of this model applied to one of the most common Internet
operations, a search engine query. Let's call the search engine S (for Search engine) and the
person querying the engine P (for person). Let's assume P is already on the search engine's home
page and is about to push ``submit search''.
1. P (as sender) opens a connection to S (as receiver) via the Internet (the medium). P sends the search
request (the message).
2. S, which exists for the sole purpose of searching the Internet in response to such requests, accepts the
connection, receives the request and begins processing it. In the past, the search engine has read a lot of
web pages. It puts together the results and creates a new connection to P, who is now the receiver, using the
Internet. It sends back the results.
Technical people will note at this point that the same ``network connection'' is used, as
TCP is both send and receive, so no new ``network connection'' is ever created. This is
CROWN COLLEGE
SSC 301 Advertising and Public Relations
true on a technical level, but from this model's point of view, there is a new
``connection''; what constitutes a ``connection'' does not always match the obvious
technical behaviors.
On most search engine pages with most browsers, you'll also repeat this step for each graphic on the results page,
loading a graphic that's on the page. In this case, the person P is the sender for the first connection, the company
running the search engine S is the receiver for the first connection, and the medium is everything in between,
starting at P's computer and going all the way to the search engine itself.
This model does not just apply to the Internet and computer-based communication. It applies to
all communication. When you buy a newspaper, the newspaper is the medium, and the sender is
the publisher. When you watch television, the television is the medium, and the television
program station is the sender. When you talk to somebody, the air is the medium and the speech
is the message. This is a very general and powerful model for thinking about all forms of
communication.
An Integrated Marketing Communications Plan
Figure 1.4—Lists the primary steps required to complete a marketing plan. They include:
1. Situational analysis (examining problems and opportunities in the organization’s external
environment and strengths and weaknesses in the firm itself).
2. Defining marketing objectives (sales, market share, competitive position, and customer
actions desired).
3. Budget preparation.
4. Finalizing marketing strategies.
5. Evaluation of performance.
CROWN COLLEGE
SSC 301 Advertising and Public Relations
Exercise 3: Information Sources
Information is one key to developing a successful integrated marketing communications
program. Two valuable sources for marketers are web sites of NOP World and Brandera.com.
Go to the group assigned by your instructor, review the articles presented and prepare a
summary for class discussion to follow.
GROUP ONE:
NOP World is a top-ten market research power, uniting some of the most renowned US and
European research firms into a single global organization. By unifying our businesses under a
common identity, NOP World adds even greater value to the leading research and consulting
companies trusted for decades: Allison-Fisher…Mediamark Research Inc.…Market
Measures/Cozint…NOP Research Group…NOP World Healthcare…RoperASW…RoperNOP
Consulting…and Strategic Marketing Corporation.
.
PopUps- The End of an Era?
http://www.nopworld.com/news.asp?go=news_item&key=54
Teens and cell phones
http://www.nopworld.com/news.asp?go=news_item&key=151
GROUP TWO: Brandera.com
Dale & Thomas Popcorn
http://www.netsuite.com/portal/customers/cs_dalethomaspopcorn.shtml
Glass Dimensions, Inc
http://www.netsuite.com/portal/customers/cs_glassdimensions.shtml
YOU WILL HAVE 30 MINUTES TO COMPLETE THIS EXERCISE.
CHAPTER 2: Corporate Image and Brand Management
Overview:
One of the most critical ingredients in the successful development of an Integrated Marketing
Communications plan is effective management of an organization’s image. The first part of this
chapter examines the many facets of managing a corporation’s image. The second part
addresses the issues associated with developing and promoting the various forms of brand
names. Brand names, company logos, packages, and labels are closely tied to a firm’s image.
The third part of this lesson is a presentation of market positioning strategies through brand and
corporate image management.
CROWN COLLEGE
SSC 301 Advertising and Public Relations
The Corporate Image
Effective marketing communication begins with the establishment of a clearly defined corporate
image, which summarizes what the company stands for as well how they are positioned in the
market place.
Components of a Corporate Image
Consumers see many things as they encounter a company or organization. The components of a
corporate image include:
? Products
? Personnel
? Retail outlets
? Servicing
? Advertisements
? Publicity
The Role of a Corporate Image—Consumer Perspective
From a consumer’s perspective, the corporate image serves several useful functions. These
include:
? Assurance regarding purchase decisions of familiar products in unfamiliar settings
? Assurance concerning purchases where there is little previous experience
? Reduction of search time in purchase decisions
? Psychological reinforcement and social acceptance
The Role of a Corporate Image—Business-to-Business Perspective
Corporate image is crucial element of the business-to-business marketplace. Purchasing from a
well-known company reduces the feelings of risk, which are part of the buying process.
Brand image is especially important when expanding internationally.
Figure 2.1—Highlights the tangible and intangible elements of corporate image.
The Role of a Corporate Image—Company Perspective
From the viewpoint of the firm itself, a highly reputable image generates many benefits. These
include:
? Extension of positive consumer feelings to new products
? The ability to charge a higher price or fee
? Consumer loyalty leading to more frequent purchases
? Positive word-of-mouth endorsements
CROWN COLLEGE
SSC 301 Advertising and Public Relations
? The ability to attract quality employees
? More favorable ratings by financial observers and analysts
Promoting the Desired Image
In making decisions about the image to be projected, marketers should remember four things:
1. The image being projected must be an accurate portrayal of the firm and coincide with
the products and services being sold.
2. Reinforcing or rejuvenating a current image that is consistent with the view of consumers
is easier to accomplish than changing an image that is well established.
3. It is difficult to change the images people hold regarding a given company.
4. Any negative or bad press can quickly destroy an image that took years to build. Re-
establishing or rebuilding the firm’s image takes a great deal of time.
Creating the Right Image
In each industry, the right image is one that reaches all target markets and conveys a clear
message regarding the unique nature of the organization and its products.
Rejuvenating an Image
Reinforcing or rejuvenating a current image that is consistent with the view of consumers is easier
to accomplish than changing a well-established image.
Rejuvenating an image helps a firm sell new products and can attract new customers.
Exercise 4: Radio Shack: You’ve Got Questions – We’ve Got Answers
An example of an organization that has successfully rejuvenated it’s image is Radio Shack. As
technology has become more sophisticated, it has only become more ?mystical? to a large number
of consumers, and Radio Shack is in the business of technology. Therefore it was important to
demystify that technology for average people. Go to the link: http://www.radioshack.com/ and look
for clues that help the company reach people who want the advantages of new technologies but
are at the same time intimidated by them.
You have 15 minutes to complete this exercise.
Changing an Image
Because it is very difficult to change the images people hold regarding a given company, leaders
must carefully consider:
? What they wish to change
? Why they wish to make a change
CROWN COLLEGE
SSC 301 Advertising and Public Relations
? How they intend to accomplish the task
Conveying an Image to Business Customers
Corporate advertising sends important signals to other businesses. Image advertising helps build a
reputation not only with the general public, but also with other firms.
Corporate image advertising should be aimed at three constituencies:
1. Opinion formers (customers, politicians, investors)
2. Employees
3. Other businesses
Exercise 5: Corporate Names and Logos
A corporate name is the overall banner under which all other operations occur.
Go to http://www.biznamingcentral.com/names.html to read about corporate naming process.
Exercise: Corporate Logos
A critical corollary to the corporate name is the corporate logo. Both must be carefully chosen,
be compatible, and say the correct thing about the company.
Quality logos and corporate names should meet four tests.
They should be easily recognizable.
They should be familiar.
They should elicit a consensual meaning among those in the firm’s target market.
They should evoke positive feelings.
Now turn to the story of the swosh http://www.nike.com/nikebiz/nikebiz.jhtml?page=5&item=origin
Logos are especially important for in-store shopping. To be advantageous the logo should pass
two tests:
Consumers must remember seeing the logo in the past
The logo must remind consumers of the brand or corporate name
The notion that a logo can elicit a consensual meaning among customers is known as stimulus
codability.
Branding
A brand name develops strength in the marketplace when many consumers choose the brand
because it is salient, memorable, and noteworthy to them.
IMPLICATIONS FOR BRAND MANAGERS AND
CROWN COLLEGE
SSC 301 Advertising and Public Relations
PUBLICITY DEPARTMENTS
Note the tricky relationship between a strong corporate image and bottom line profits. In other
words, be aware that it is difficult to use numbers to express the value of an effective image in an
era where accountability is such a major concern.
Recognize the value of the following items:
? An identifiable company logo
? A brand name that generates both recall and a favorable impression
? Quality family brands
? Brand equity
? Effective use of private labels
Study the company’s position, and the position of each individual product. Use the attributes of
price, competition, use, quality, users, product class, or cultural symbols to identify the position that
the company and its products hold. Then, make decisions about the following issues:
? Is this position where we thought we were?
? Is this the position we want?
? If we intend to change our position, where do we aspire to be?
? Which tactics will move the company and its products to the correct, appropriate, or
desired position?
LAB DAY One
READ: Chapters 1, 2, 3, and 4
STUDY: Chapters 1 and 2
Complete the following exercises in a word processed document and upload your responses
into Moodle.
Chapter 1. Go to http://cwx.prenhall.com/bookbind/pubbooks/clow/chapter1/essay2/deluxe-
content.htm and complete the exercise Critical Thinking.
doc_512776032.docx
The global marketplace consists of an increasingly complex arena of competitors within a rapidly changing international environment. A wide variety of venues beckon company leaders to invest their advertising and marketing dollars as the number and types of ways to reach out to customers continually increases.
CROWN COLLEGE
SSC 301 Advertising and Public Relations
Questions for Students:
1. Do you agree with the textbook’s assessment of Papa John’s? Does the company
present a clear message?
2. Can you name another food chain with an equally effective message and voice? Are
there other companies in other industries with similar strengths in the area of marketing
communications?
OVERVIEW:
The global marketplace consists of an increasingly complex arena of competitors within a
rapidly changing international environment. A wide variety of venues beckon company leaders
to invest their advertising and marketing dollars as the number and types of ways to reach out to
customers continually increases.
In the face of these sophisticated and cluttered market conditions, firms endeavor to be heard.
Two important consequences emerge from this turbulent new marketing context. First, the issue
of accountability has become a primary concern to advertising agencies and for company
leaders that hire those agencies. Currently, company leaders recognize that they cannot simply
spend unlimited dollars on marketing and advertising programs. The funds must be spent
wisely, and marketing managers increasingly demand tangible results from their advertising
efforts. Thus, a marketing campaign must yield measurable gains in sales, brand awareness, or
customer loyalty in order to be considered successful.
There has been a change in the nature of the job of account executive. With increasing
demands for accountability, the advertising or marketing account manager is now on the "hot
seat." He or she must respond to the more careful scrutiny placed on individual marketing
efforts. As a result, the increased responsibility has generated a new "job description" for the
account manager. Rather than simply serving as a go-between working with the people who
prepare commercials and the company, the account manager is increasingly expected to be
involved in the strategic development of the marketing plan, and to make sure efforts are
garnering tangible results.
Previously, creatives were often the most visible individuals in a promotional efforts. Creatives
have seen their roles change as well, particularly in this era in which attracting attention to a
company, product, or service is such a difficult task. Creatives are being asked to contribute to
the strategic marketing direction of the firm, to develop effective advertisements, and to share
accountability (both in terms of rewards given as bonuses and lost accounts when campaigns
fail) with the account manager.
The third person facing issue of increased accountability is the brand or product manager. When
sales of a brand slow down, it becomes the responsibility of the brand manager to find ways to
boost them. He or she also must coordinate efforts with others so that every marketing
endeavor used to promote the brand speaks with one voice. The brand manager must work
diligently to make sure the advertising agency, the trade promotion specialist, the consumer
promotion specialist, and any other individual or agency involved conveys the same message to
CROWN COLLEGE
SSC 301 Advertising and Public Relations
customers. The brand manager must be a master at organizing the activities of many individuals
while integrating each marketing campaign.
I. Communication and IMC Programs
INSTURCTOR NOTE: Have the students turn to Communication Model resource
The Communications Model
For this model, I take my cue from the Internet and the computer revolution itself, because it is
a superset of almost everything else. Telecommunication engineers and other people who deal
with the technical aspects of communication have created a very common model of
communication that has six components, which are a sender, an encoder, a medium, a decoder,
a receiver, and a message, as in figure 10.
Figure 10: Standard Communication Model
The parts of this model are as follows:
? Sender: The sender is what or who is trying to send a message to the receiver.
? Encoder: In the general case, it is not possible to directly insert the message onto the communications
medium. For instance, when you speak on the telephone, it is not possible to actually transmit sound
(vibrations in matter) across the wire for any distance. In your phone is a microphone, which converts the
sound into electrical impulses, which can be transmitted by wires. Those electrical impulses are then
manipulated by the electronics in the phone so they match up with what the telephone system expects.
? Message: Since this is a communication engineer's model, the message is the actual encoded message that
is transmitted by the medium.
? Medium: The medium is what the message is transmitted on. The phone system, Internet, and many other
electronic systems use wires. Television and radio can use electromagnetic radiation. Even bongo drums
can be used as a medium (http://eagle.auc.ca/~dreid/overview.html).
? Decoder: The decoder takes the encoded message and converts it to a form the receiver understands, since
for example a human user of the phone system does not understand electrical impulses directly.
? Receiver: The receiver is the target of the message.
Communication is defined as transmitting, receiving, and processing information. The parts of a
communications model include:
1. Sender - the person(s) attempting to deliver a message or idea.
2. Encoding processes - the verbal (words, sounds) and nonverbal (gestures, facial
expression, posture) cues which the sender utilizes in dispatching the message.
CROWN COLLEGE
SSC 301 Advertising and Public Relations
3. Transmission device - all of the items which carry the message from the sender to the
receiver.
4. Decoding - takes place when the receiver employs any set of his or her senses (hearing,
seeing, feeling, etc.) in the attempt to capture the message.
5. Receiver - the intended audience for a message.
6. Feedback - information the sender obtains from the receiver regarding the receiver's
perception or interpretation of a message.
7. Noise - anything that distorts or disrupts a message.
EXERCISE 2:
How do companies integrate their ads with their Web sites? Go to the group assigned by your
instructor and access the links provided. Compare the appearance and content of he Web site
to the shoe advertisements show both on the site and in your textbook on page 6. Using the
communication model presented in figure 1.1, examine how well they communicate to
consumers accessing their site.
Group One:
Reebok (http://www.reebok.com )
New Balance (http://www.newbalance.com)
Group Two:
Asics (http://www.asicstiger.com)
Skechers (http://www.skechers.com)
YOU WILL HAVE 30 MINUTES TO COMPLETE THIS EXERCISE
II. Integrated Marketing Communications
Integrated Marketing Communications is the coordination and integration of all marketing
communication tools, avenues, and sources within a company into a seamless program, which
maximizes the impact on consumers and other end-users at a minimal cost. This integration
affects a firm's entire business-to-business, marketing channel, customer-focused, and internally
directed communications.
CROWN COLLEGE
SSC 301 Advertising and Public Relations
INSTRUCTOR NOTE: Direct the students to the two links, briefly discuss each of the items
Lesson Resource 1: Marketing Mix and Promotion Mix
http://www.netmba.com/marketing/mix/
The marketing mix consists of:
* products
* pricing systems
* distribution systems
* promotional programs
http://www.marketingteacher.com/Lessons/lesson_promotion.htm
The promotions mix consists of:
* personal selling
* Sales promotion
* Public Relations
* Direct mail
* Trade Fairs and Exhibitions
* Advertising
* Sponsorship
The four elements of the marketing mix must blend together to present a unified message.
III. An Integrated Marketing Communications Plan
Figure 1-4 lists the primary steps required to complete a marketing plan. They include:
* situational analysis (examining problems and opportunities in the organization's external
environment and strengths and weaknesses in the firm itself)
* defining marketing objectives (sales, market share, competitive position, and customer
actions desired)
* budget preparation
* finalize marketing strategies
* evaluation of performance.
INSTRUCTOR NOTE: Use the following example to illustrate.
Let me show you an example of this model applied to one of the most common Internet
operations, a search engine query. Let's call the search engine S (for Search engine) and the
person querying the engine P (for person). Let's assume P is already on the search engine's home
page and is about to push ``submit search''.
1. P (as sender) opens a connection to S (as receiver) via the Internet (the medium). P sends the search
request (the message).
2. S, which exists for the sole purpose of searching the Internet in response to such requests, accepts the
connection, receives the request and begins processing it. In the past, the search engine has read a lot of
web pages. It puts together the results and creates a new connection to P, who is now the receiver, using the
Internet. It sends back the results.
Technical people will note at this point that the same ``network connection'' is used, as
TCP is both send and receive, so no new ``network connection'' is ever created. This is
CROWN COLLEGE
SSC 301 Advertising and Public Relations
true on a technical level, but from this model's point of view, there is a new
``connection''; what constitutes a ``connection'' does not always match the obvious
technical behaviors.
On most search engine pages with most browsers, you'll also repeat this step for each graphic on the results page,
loading a graphic that's on the page. In this case, the person P is the sender for the first connection, the company
running the search engine S is the receiver for the first connection, and the medium is everything in between,
starting at P's computer and going all the way to the search engine itself.
This model does not just apply to the Internet and computer-based communication. It applies to
all communication. When you buy a newspaper, the newspaper is the medium, and the sender is
the publisher. When you watch television, the television is the medium, and the television
program station is the sender. When you talk to somebody, the air is the medium and the speech
is the message. This is a very general and powerful model for thinking about all forms of
communication.
An Integrated Marketing Communications Plan
Figure 1.4—Lists the primary steps required to complete a marketing plan. They include:
1. Situational analysis (examining problems and opportunities in the organization’s external
environment and strengths and weaknesses in the firm itself).
2. Defining marketing objectives (sales, market share, competitive position, and customer
actions desired).
3. Budget preparation.
4. Finalizing marketing strategies.
5. Evaluation of performance.
CROWN COLLEGE
SSC 301 Advertising and Public Relations
Exercise 3: Information Sources
Information is one key to developing a successful integrated marketing communications
program. Two valuable sources for marketers are web sites of NOP World and Brandera.com.
Go to the group assigned by your instructor, review the articles presented and prepare a
summary for class discussion to follow.
GROUP ONE:
NOP World is a top-ten market research power, uniting some of the most renowned US and
European research firms into a single global organization. By unifying our businesses under a
common identity, NOP World adds even greater value to the leading research and consulting
companies trusted for decades: Allison-Fisher…Mediamark Research Inc.…Market
Measures/Cozint…NOP Research Group…NOP World Healthcare…RoperASW…RoperNOP
Consulting…and Strategic Marketing Corporation.
.
PopUps- The End of an Era?
http://www.nopworld.com/news.asp?go=news_item&key=54
Teens and cell phones
http://www.nopworld.com/news.asp?go=news_item&key=151
GROUP TWO: Brandera.com
Dale & Thomas Popcorn
http://www.netsuite.com/portal/customers/cs_dalethomaspopcorn.shtml
Glass Dimensions, Inc
http://www.netsuite.com/portal/customers/cs_glassdimensions.shtml
YOU WILL HAVE 30 MINUTES TO COMPLETE THIS EXERCISE.
CHAPTER 2: Corporate Image and Brand Management
Overview:
One of the most critical ingredients in the successful development of an Integrated Marketing
Communications plan is effective management of an organization’s image. The first part of this
chapter examines the many facets of managing a corporation’s image. The second part
addresses the issues associated with developing and promoting the various forms of brand
names. Brand names, company logos, packages, and labels are closely tied to a firm’s image.
The third part of this lesson is a presentation of market positioning strategies through brand and
corporate image management.
CROWN COLLEGE
SSC 301 Advertising and Public Relations
The Corporate Image
Effective marketing communication begins with the establishment of a clearly defined corporate
image, which summarizes what the company stands for as well how they are positioned in the
market place.
Components of a Corporate Image
Consumers see many things as they encounter a company or organization. The components of a
corporate image include:
? Products
? Personnel
? Retail outlets
? Servicing
? Advertisements
? Publicity
The Role of a Corporate Image—Consumer Perspective
From a consumer’s perspective, the corporate image serves several useful functions. These
include:
? Assurance regarding purchase decisions of familiar products in unfamiliar settings
? Assurance concerning purchases where there is little previous experience
? Reduction of search time in purchase decisions
? Psychological reinforcement and social acceptance
The Role of a Corporate Image—Business-to-Business Perspective
Corporate image is crucial element of the business-to-business marketplace. Purchasing from a
well-known company reduces the feelings of risk, which are part of the buying process.
Brand image is especially important when expanding internationally.
Figure 2.1—Highlights the tangible and intangible elements of corporate image.
The Role of a Corporate Image—Company Perspective
From the viewpoint of the firm itself, a highly reputable image generates many benefits. These
include:
? Extension of positive consumer feelings to new products
? The ability to charge a higher price or fee
? Consumer loyalty leading to more frequent purchases
? Positive word-of-mouth endorsements
CROWN COLLEGE
SSC 301 Advertising and Public Relations
? The ability to attract quality employees
? More favorable ratings by financial observers and analysts
Promoting the Desired Image
In making decisions about the image to be projected, marketers should remember four things:
1. The image being projected must be an accurate portrayal of the firm and coincide with
the products and services being sold.
2. Reinforcing or rejuvenating a current image that is consistent with the view of consumers
is easier to accomplish than changing an image that is well established.
3. It is difficult to change the images people hold regarding a given company.
4. Any negative or bad press can quickly destroy an image that took years to build. Re-
establishing or rebuilding the firm’s image takes a great deal of time.
Creating the Right Image
In each industry, the right image is one that reaches all target markets and conveys a clear
message regarding the unique nature of the organization and its products.
Rejuvenating an Image
Reinforcing or rejuvenating a current image that is consistent with the view of consumers is easier
to accomplish than changing a well-established image.
Rejuvenating an image helps a firm sell new products and can attract new customers.
Exercise 4: Radio Shack: You’ve Got Questions – We’ve Got Answers
An example of an organization that has successfully rejuvenated it’s image is Radio Shack. As
technology has become more sophisticated, it has only become more ?mystical? to a large number
of consumers, and Radio Shack is in the business of technology. Therefore it was important to
demystify that technology for average people. Go to the link: http://www.radioshack.com/ and look
for clues that help the company reach people who want the advantages of new technologies but
are at the same time intimidated by them.
You have 15 minutes to complete this exercise.
Changing an Image
Because it is very difficult to change the images people hold regarding a given company, leaders
must carefully consider:
? What they wish to change
? Why they wish to make a change
CROWN COLLEGE
SSC 301 Advertising and Public Relations
? How they intend to accomplish the task
Conveying an Image to Business Customers
Corporate advertising sends important signals to other businesses. Image advertising helps build a
reputation not only with the general public, but also with other firms.
Corporate image advertising should be aimed at three constituencies:
1. Opinion formers (customers, politicians, investors)
2. Employees
3. Other businesses
Exercise 5: Corporate Names and Logos
A corporate name is the overall banner under which all other operations occur.
Go to http://www.biznamingcentral.com/names.html to read about corporate naming process.
Exercise: Corporate Logos
A critical corollary to the corporate name is the corporate logo. Both must be carefully chosen,
be compatible, and say the correct thing about the company.
Quality logos and corporate names should meet four tests.
They should be easily recognizable.
They should be familiar.
They should elicit a consensual meaning among those in the firm’s target market.
They should evoke positive feelings.
Now turn to the story of the swosh http://www.nike.com/nikebiz/nikebiz.jhtml?page=5&item=origin
Logos are especially important for in-store shopping. To be advantageous the logo should pass
two tests:
Consumers must remember seeing the logo in the past
The logo must remind consumers of the brand or corporate name
The notion that a logo can elicit a consensual meaning among customers is known as stimulus
codability.
Branding
A brand name develops strength in the marketplace when many consumers choose the brand
because it is salient, memorable, and noteworthy to them.
IMPLICATIONS FOR BRAND MANAGERS AND
CROWN COLLEGE
SSC 301 Advertising and Public Relations
PUBLICITY DEPARTMENTS
Note the tricky relationship between a strong corporate image and bottom line profits. In other
words, be aware that it is difficult to use numbers to express the value of an effective image in an
era where accountability is such a major concern.
Recognize the value of the following items:
? An identifiable company logo
? A brand name that generates both recall and a favorable impression
? Quality family brands
? Brand equity
? Effective use of private labels
Study the company’s position, and the position of each individual product. Use the attributes of
price, competition, use, quality, users, product class, or cultural symbols to identify the position that
the company and its products hold. Then, make decisions about the following issues:
? Is this position where we thought we were?
? Is this the position we want?
? If we intend to change our position, where do we aspire to be?
? Which tactics will move the company and its products to the correct, appropriate, or
desired position?
LAB DAY One
READ: Chapters 1, 2, 3, and 4
STUDY: Chapters 1 and 2
Complete the following exercises in a word processed document and upload your responses
into Moodle.
Chapter 1. Go to http://cwx.prenhall.com/bookbind/pubbooks/clow/chapter1/essay2/deluxe-
content.htm and complete the exercise Critical Thinking.
doc_512776032.docx