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Chapter 4

Chapter 4. How Brand Communication Works. Key Points: How do the elements of the basic communication model relate to marketing communication? What are the six components of communication, and how do they relate to marketing communication?

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Chapter 4

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  1. Chapter 4 How Brand Communication Works Key Points: • How do the elements of the basic communication model relate to marketing communication? • What are the six components of communication, and how do they relate to marketing communication? • What are the four types of brand-customer touch points?

  2. Touchpoint Touchpoint Touchpoint Touchpoint Touchpoints Everything, every person, and every message that touches a customer communicates something positive or negative about the organization

  3. How Does Communication Work?

  4. Noise From Conflict and Clutter Noise can come from: • Competitive brands • Off-strategy messages • Inconsistencies and contradictions • Poor timing and executional flaws • Volume of messages

  5. Planned Messages advertising public relations promotions personal selling corporate communications Unplanned Messages employee behaviour media coverage; news stories gossip, rumour product usage; customer experiences word of mouth Everything Communicates

  6. How Does Communication Work? • This machine charges more on a hot day. • Does this change the way you think about Coke?

  7. Brand Touchpoints

  8. Chapter 5 Consumer Response Key Points: • Who are these people called consumers? • How do consumers respond to marketing communication? • How does the consumer’s brand decision making work? • How do MC messages affect that decision-making process?

  9. Consumer behavior • how people think about, buy, and use products as a response to MC messages • consumers respond to communication messages - the focus is on how they respond

  10. Because so much of our thought occurs in the unconscious, traditional research methods that mine the surface are likely to miss many of the factors that influence consumer behaviour. Michael Brammer, Chairman, Neurosense

  11. How do people decide to go to Starbucks vs. Tim Hortons? • As assigned in course outline • Evaluate how consumers make the decision to buy Tim Horton’s vs. Starbucks coffee. • Bring copies of ads to support argument where possible

  12. Business (B2B) Consumers (B2C) • Buy for their own personal or household use • Typically use more of an emotional approach • Buy on behalf of their organization • Typically consult others in the organization • Typically buy larger quantities • Often use a bidding process Consumer Vs. Business Buyers

  13. Factors Affecting Consumer Buying Behaviour Sociocultural Factors Culture Social class Reference groups AffectedBy: Personal Factors Needs and Wants Attitudes, Opinions, Beliefs Motivations

  14. Relationship BetweenDecision-making & Involvement

  15. Three Approaches to Making a Brand Decision

  16. Think/Feel/Do Response Wheel

  17. Think Feel/Do Model

  18. Attitude Formation Attitude Change Brand Likeability Credibility and Trust Arguments and Reasons How messages influence decisions

  19. Marketing is the art and science of persuasion. Effective marketing communication requires: • an understanding of the consumer’s mindset • more than just informing consumers of product features • need to make a “personal connection” • reach the consumer on an “emotional” level

  20. “Find some common desire, some widespread unconscious fear or anxiety; think of some way to relate this wish or fear to the product you have to sell; then build a bridge of verbal or pictorial symbols over which your customer can pass from fact to compensatory dream, and from dream to the illusion that your product, when purchased will make the dream come true.” • Aldous Huxley

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