A Brand Narrative Approach. Fredrik Lang< Terry Smith

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1 n n A Brand Narrative Approach Fredrik Lang< Terry Smith A John Wiley and Sons, Ltd, Publication

2 Brief Contents List of Cases Preface xvii xiii PART 1 INTRODUCTION TO MARKETING COMMUNICATIONS Chapter 1 Introduction to Marketing Communications 2 Chapter 2 How Marketing Communications Works 22 PART 2 f ANALYSIS AND PLANNING FOR MARKETING COMMUNICATIONS Chapter 3 Analysis of Target Audiences 50 Chapter 4 Effects and Objectives 78 Chapter 5 Strategy and Planning 102 Chapter 6 Strategic Positioning 125 Chapter 7 Tactics and Techniques of Positioning 155 PART 3 IMPLEMENTATION AND CONTROL OF MARKETING COMMUNICATIONS Chapter 8 Building Brand Equity 194 Chapter 9 Brand Narrative and Relational Management 236 Chapter 10 The Marketing Communications Mix 273 Chapter 11 Advertising Strategy 289 Chapter 12 Advertising Creativity 318 Chapter 13 Media Concepts and Media Planning 353 Chapter 14 Public Relations and Hybrid Marketing Communications 389 Chapter 15 Sales and Sales Promotion 425 Chapter 16 Beyond Traditional Marketing Communications 444 Chapter 17 Evaluating Marketing Communications 468 Glossary 491 References 548 Index 571

3 List of Cases Preface xvii xiii PART 1 INTRODUCTION TO MARKETING COMMUNICATIONS Chapter 1 Introduction to Marketing Communications 2 Meaning in Communications 7 How Marketing Communications Links to Buyer Behaviour 9 Brand Narrative in Marketing Communications 13 Trans-Media and Media-Neutral Planning in Communications 16 Chapter Summary 21 Reflective Questions 21 Research Projects 21 Chapter 2 How Marketing Communications Works 22 Branding and the Power of Marketing Communications 25 Brand Encounters 31 Brand Conversations 35 The Mechanics of the Marketing Communications Process 36 Conventional Approaches to How Marketing Communications Works 36 The Influence of Intermediaries in the Dissemination of Information 39 Word of Mouth and Peer-to-Peer Communications 41 Different Marketing Communications Process Perspectives 43 Approaches to How Consumers Process Marketing Communications in Making Purchase Decisions 43 Chapter Summary 48 Reflective Questions 48 Research Projects 48

4 iii Contents PART 2 ANALYS8S AND PLANNING FOR MARKETING. - COMMUNICATIONS, ''' Chapter 3 Analysis of Target Audiences 50 V.'.' '.' '"' '> Marketing Communications and Buyer Behaviour 52, \-'. The Nature of Consumer Decisions 54 The Role of Marketing Communications in Consumer Decision Making 70 Products, Consumers and Situations 71 Chapter Summary 76 Reflective Questions 77 Research Projects 77 Chapter 4 Effects and Objectives 78 Target Audience Segmentation 81 Communication Effects 85 Communication Objectives 93, Chapter Summary 101 Reflective Questions 101 Research Projects 101 ' Chapter 5 Strategy and Planning 102 Why does Marketing Communications have to be Integrated? Is it Promotional Strategy or Marketing Communications Strategy? 107 The 5Rs of Marketing Communications Planning 109 Strategic Marketing Communications 112 The Contexts of Marketing Communications 113 Planning Marketing Communications 115 Campaign Planning Framework 119 Setting Budgets for Marketing Communications 121 ', '. ' Chapter Summary' 123 Reflective Questions 124 '! Research Projects 124 '' ' '. ' Chapter 6 Strategic Positioning 125 Planning for Brand Positioning 128 Brand Positioning - Strategy and Tactics 130 ' Positioning from a Customer's Perspective 131 Positioning and Categorisation 135. ;, Positioning the Product Category 141., * ". ; Changing Category Perceptions 141, Positioning in New and Emerging Markets 143,

5 Positioning in Mature Markets 145. Positioning in Different Contexts 146 Chapter Summary 154, Reflective Questions 154 Research Projects 154 ' Chapter 7 Tactics and Techniques of Positioning 155 The Link between Positioning Strategy and Tactics 158 Communication Effects Required 160 Tactical Positioning Guidelines 160 ; Brand Name 164 Logotypes 169 Typefaces 172. '., -. ' '. Packaging 173 ' Other Tactical Elements 176 Improve the Position 188 The Cumulative Memetic Effects of Positioning 189 Chapter Summary 191 Reflective Questions 191 Research Projects 192 PART 3 IMPLEMENTATION AND CONTROL OF MARKETING COMMUNICATIONS Chapter 8 Building Brand Equity 194 Understanding what Branding is 197 Dimensions of Brands 199 Functions of Branding 204 Introducing Brand Equity, 206 ' " - Brand Identity 213 Brand Personality 219 Building Brands 221 Brand Architecture 224 Measuring the Value of Brand Equity 227 Chapter Summary 234 Reflective Questions 235 Research Projects 235 Chapter 9 Brand Narrative and Relational Management 236 Evolving Brand Communications 240.,.- " Brand Meaning 241.

6 The Need for Brand Narratives 247. ", ' Relationship Marketing and Relationship Branding 257 Investing in Relationships with Customers 262 ; Building Retail Customer Relationships through Loyalty Cards 265 Brand Communities 266 Chapter Summary 271 Reflective Questions 271 Research Projects 272 Chapter 10 The Marketing Communications Mix 273 ; ' '. What is the Communications Mix? 277 Description of Communications Mix Tools 280 Chapter Summary 288 Reflective^Hiestions 288 Research Projects 288. Chapter 11 Advertising Strategy 289 Advertising Strategy 292 Brand Positioning and Narrative Development 293. Target Audience Characteristics 293 Target Audience Relationship with the Brand and Advertising Communication Objectives 298 Informational Content 306 Activity and Engagement 306 Strength of Argument 308 Argument Level Means-End Chains 309 Number of Arguments 310 Appealing to Informational and Transformational Needs 310. Attitude towards the Communication 312 Requirements for Informational and Transformational Advertising Appeals 312 Flexibility 314 Chapter Summary 317 Reflective Questions 317 Research Projects Chapter 12 Advertising Creativity 318 ' What is Advertising Creativity? 321, Advertising Tactics to Achieve Attention - Processing - Conviction 323,, Tools for Grabbing Attention 325

7 Tools for Learning and Conviction Chapter Summary 351 Reflective Questions 351 Research Projects Chapter 13 Media Concepts and Media Planning 353 Trends in Media 356, Media Concepts 359 '- Analysing Market Situations and Conditions Responding to Competitors' Media Expenditure 360,, Share of Voice 361 Asymmetric Competition >, Media Planning Objectives 367,.';.. Media Selection Criteria 367.,.. The Media Budget 370 Media Planning and Scheduling 372 ;,, Creative Media Planning 380 Integrated Marketing Communications '-\. Chapter Summary 387 Reflective Questions 387. Research Projects 388 Chapter 14 Public Relations and Hybrid Marketing Communications 389 Targets for Public Relations 395 Tools of Public Relations 400 ; Strategy and Tactics of Public Relations 402 Chapter Summary 423 Reflective Questions 424 Research Projects 424 ' /.., Chapter 15 Sales and Sales Promotion 425 The Nature of Sales and Sales Promotion 428 Sales and Sales Promotion in the Context of the Marketing Communications Mix 428 Sales and Sales Promotional Objectives 429 Sales and Sales Promotion as Part of Strategy 430 Sales Force Selling 433 Sales Promotional Tactics 435 V Direct Marketing Promotions 440

8 ' Chapter Summary 443 * ' < Reflective Questions 443 *., Research Projects 443. Chapter 16 Beyond Traditional Marketing Communications 444 Brand Building through Marketing Communications 448 ; The Social Web in Context 449.; The Changing Nature of Marketing Communications 451 ; '.,'; Factors Affecting-the Transformation of Marketing Communications 453 Social Web 459 ' '. Digital Conversation Platforms 461 '. '. Reinventing TV Advertising 462 Chapter Summary 467 '... Reflective Questions 467. Research Projects 467 Chapter 17 Evaluating Marketing Communications 468 Evaluating the Application of Marketing Communications in a Brand-Driven Organisation 472 ' Primary Purpose of Evaluating Marketing Communications 474 '.--., Evaluation and Measurement Focus 476,. Methods of Evaluating Marketing Communications 477 Environmental Issues in Marketing Communications 483 Ethical Considerations 483 Regulatory Controls 487 " ; Green and Eco-Friendly Considerations 487 Chapter Summary 489 Reflective Questions 489. Research Projects 490 Glossary 491 References 548 Index 571

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