Chapter 9 Flashcards
(25 cards)
What are the steps for planning Brand Communication Campaign?
- Define the target market
- Set objectives
- Establish the budget
- Determine the IMC strategy and tactics
- Implement the campaign
In relation to the first step for planning Brand Communication Campaign, what are the reasons for selecting target market?
- Limited budget - prioritizing target markets
- Characteristics of the needs of the targeted market
- Targeted market may be a subset (a group of people or things that is part of a larger group) of the total customer base
In relation to the first step for planning Brand Communication Campaign, on what can be based selection on?
- Demographic characteristics (eg education, nationality, religion, and ethnicity)
- Benefits sought
- Behavioral characteristics
What type of objectives can be set in the second step of Brand Communication Campaign planning?
- Communication objectives - Develop/strengthen cognitive (thinking or conscious me); Develop/strengthen affective (feelings or emotions)
- Behavioral objectives - Link communication to action
- Objectives should include both types: behavioral and communication
On what depends the number and type of objectives set in the second step of Brand Communication Campaign planning?
Number and type depend on
* Customers’ relationship state (e.g. unaware, low brand knowledge, loyal customer)
* Available resources (e.g. people, money)
What are the main two characteristics of the third step of Brand Communication Campaign planning?
- Checking dollar constraints - budget constraint is the total amount of items you can afford within a current budget
- This step (setting budget) is a bridge between setting objectives and choosing strategy
What types of methods are used for setting budget in the third step of Brand Communication Campaign planning?
Various methods for setting budgets
* Affordability
* Percentage of sales
* Return on investment
* Objective and task
What is the definition of strategy?
Strategy: general game plan or direction that an organization plans to follow in pursuit of objectives.
What is the definition of tactics?
Tactics: actual decisions made and implemented to enact the strategies.
X. When it comes to determining IMC startegics & tactics on what should you focus to reach targeted audience?
Focus on the following to reach target audience
* Messages: what to say and how to say it
* Media: where and when to place messages
Give an example of Objectives, Strategies, and Tactics in relation to Brand Communication Campaign planning.
- Objective: Create awareness of the upcoming season among 80% of the target market by the start of the season.
- Strategy: Use media advertising and public relations to maximize audience reach.
- Tactics: billboard ad placement, radio advertising, banner ads on local websites, player appearances on sports TV and radio shows, media Day event
What should be done during the fifth step of Brand Communication Campaign planning – ‘implement campaign’?
- Assign responsibilities for tasks
- Establish timetable (scheduling)
What are the three types of implementing campaign?
- Continuous: Consistent flow of communication needed over duration of campaign
- Flighting: Communication with target audiences is periodic; “quiet times” may be appropriate
- Pulsating: Combines consistency of continuous method with periods of intensified communication based on marketing opportunities or customers’ needs
What types of message strategies there are in relation to the Hierarchy of Effects Model for Sports Brands?
- Informational (came from ‘knowledge’ element)
- Emotional (came from ‘affinity’ element)
- Behavioral (came from ‘action’ element)
What is informational strategy based on?
It’s based on persuading customers by giving information about:
* Product features
* Product attributes
* Product benefits
* Other information
Example: Roger Federer will play the Stockholm Open. Tickets are available.
What are the goals of informational strategy?
- Create awareness
- Create associations
What is emotional strategy based on?
- It’s based on emotions that fans feel while enjoying their favourite sport
- Emotional approaches – focused on feeling like excitement, belongingness & happiness
Example: Fun-packed excitement this weekend as the No. 1 ranked Malmö FF clash with our Örebro SK. Behrn Arena will be rocking!
What are the goals of emotional strategy?
- Change attitude
- Develop preference
What are the main characteristics of behavioral strategy?
- This strategy calls fans to action – which is often achieved by incentives (zachęta, they encourage action); example: Be among the first 500 to sign up for the Stockholm Marathon 2016 and you will get a free pair of Asics running shoes
- Scarcity appeal – example: Purchasers of the first 50 tickets have dinner with a team member.
What are the goals of behavioural strategy?
- Generate trial purchase
- Encourage additional purchases
- Develop loyalty
What are the benefits & risks of marketing individual stars?
Star players can attract interest and create interest
Risks include negative publicity, player leaving team, subpar (below a usual or normal level) performance
What are the benefits of marketing team brand?
More enduring and Higher stability than in marketing of individual stars.
Characterize the marketing of Home Team or their Opponent
- Visiting team may have higher equity
- Focus on rivalries e.g. derby
- Featuring opponents create dilemma, which can spur ticket sales, spark interest, but long-term marketing of this type doesn’t build home brand
What is the main characteristic of Marketing Poor Performance of Team/Event?
Marketers have no control over team/event.
