Theme 1: Example / Practice Question
Discuss the role marketing communications plays in how brands develop and communicate core messages to consumers.
• Provide examples of how brands use digital marketing to listen, interact, and entice potential consumers or customers.
• Provide examples of how consumers/customers are responding to the ways brands convey core value propositions and marketing messages.
• Use both positive and negative examples to illustrate your assertions.
• Understand what brand personality means (Brand Archetypes)
• Discuss brand image and personality in relation to target market segments. (Maslow’s Theory applied to segmentation)
• Examine how organisations convey their corporate image (personality or archetype) in marketing communications (Fill)
• Be prepared to provide examples of different brands, and illustrate how they use marketing materials (find some)
• Consider the impact (positive and negative) aligning brand personality (archetypes) to customer segments has on brand loyalty, value perception, and customer advocacy (Buyology, True Story, etc)
• Think about iconic brands (pairs of them to compare and contrast) and who they are targeting? Does the brand map to the customer personality? How? Virgin, BA; Addidas , Nike; Mercedes Benz, Audi, and BMW;
• Be prepared to compare the marketing approaches different brands take based on the ‘archetype’ they represent?
• Why do you think the different brands are in alignment to their target audiences?
• How does the brand convey their value message (tone, voice, etc) to an audience?
• What kind of customer are they trying to attract with their messaging?
Theme 2: Creating a buzz; engagement; brand loyalty and emotional connection; how organizations market to consumers on an emotional level; how organizations respond
Theme 2: Example / Practice Question
To build a strong brand, an organisation must shape how customers think and feel about a product.
• How can/are brands build engaging experiences with consumers / customers?
• How can/are brands connecting with consumers to build stronger brand loyalty?
• How can/do organisations use digital marketing communications to create emotional connections with customers / consumers?
The role of marketing communications is to engage audiences
• Engagement consists of two components • Intellectual element
• Engage brand with rational and functional information • Emotional element
• Engage with brand value with emotional and expressive information
• The better the quality of communication, the higher the level of engagement
• How and why organisations are focusing on appealing to customer emotions.
Customer buying decisions are based on emotion
Buyer behaviour based on emotional influence of marketing.
Ethics of marketing in relation to emotional access.
Use of neurological marketing and consumer insight as a means of attracting and influencing customers.
Pros and cons of neuromarketing in relation to gathering consumer insight.
• More and more brands are leaning towards communicating more emotional brand experiences in a bid to hook consumers on a deeper level.
• Contrary to verbally communicated value propositions, products that engage people by helping them to feel as others do or to co-experience product usage, clearly have a greater ability to convince – and clearly have the advantage.
• Showing and demonstrating has – just as in real life – an important role in advertising. Ads that help us connect in this way are far more likely to influence choice. And often, this is the only way certain kinds of content be communicated efficiently and in an animated manner.
Theme 3: Integrated marketing communication team organisation, campaign planning, resource allocation, target audience selection
Practice / Example Question
• Who are the various participants in the integrated marketing