Importance of Brands

Session 10/11 Communication Objectives Always keep in mind that Advertisements, adlike events, and promotion offers create brand positioncause action through the process of communicationThey establish mental associations in mind connected to brand called communication effectsCommunication objectives are those communication effects targeted in a particular campaign, with their response objective specified

Communication EffectsCommunication effectsAre relatively enduring mental associations, connected to brand, in the prospective buyers mind that are necessary to create the brands position and predispose action There are five communication effects and they must all be met before a customer would take actionA manager has to choose his communication objectives from amongst these five communication effectsCommunication EffectsCategory NeedBrand AwarenessBrand AttitudeBrand Purchase IntentionBrand Purchase facilitation

These communication effects are just like mental bins. They all have to be full for a buyer to take action

Communication Effect 1 Category NeedCategory needBuyers acceptance that the category (a product or service) is necessary to remove or satisfy a perceived discrepancy between current motivational state and the desired motivational stateCategory need therefore requires a perceived connection between the product or service and buyer motivation. The job of the advertiser is to build this connection

Communication Effect 1 Category NeedThere are eight buyer motivesProblem removal (fair & Lovely, Dandruff) Problem avoidance (insurance)In complete satisfaction (Energy Drinks)Mixed approach-avoidanceNormal depletion Sensory gratification (Axe Effect)Intellectual stimulation or mastery (Nikon, Nike)Social approval (Apple)

All negatively originated motivesCommunication Effect 1 Category NeedA category need occurs when one of these motives is aroused and the general product or service category is accepted by the buyer as a way to meeting the motiveBy successfully establishing an accepted connection (a belief) between the product or service category and a relevant motivation, the advertiser can stimulate primary demandCommunication Effect 1 Category NeedPrimary demand is the demand for the product or service category as a wholeThe primary demand is for all the brand in the categoryTo stimulate secondary or selective demand, the advertiser must also influence the brand-level communication effects: brand awareness, brand attitude, and brand purchase intentionCategory is the basic level of a product or service or it is the level at which adults spontaneously name objects- computers, airlines or soda etc.

Communication Effect 1 Category NeedManagerial Options with regard to Category needCategory need already present (milk)This mental bin is already fill. The advertiser can omit category need as communication objective of his advertising or promotion campaignThe omission of category need communication objective from the campaign is for frequently used products and services being advertised or promoted to regular buyers of the category called Category User only. If the frequently used product or service ad is targeted for New Category Users then the category need would be mentioned in the campaign as communication objectiveCommunication Effect 1 Category NeedLatent or forgotten category need (Life insurance)Category need has only to be mentioned to remind the buyer of a previously established needThese are mostly infrequently purchased categories e.g. pain killers.The reminder campaigns are done merely to reestablish a previously learned connection between the product or service category and original purchase motivation or more specifically put the buyer just need a simple stimulus to recognize or recall the category need

Communication Effect 1 Category NeedNo or weak category needThe communication objective would be to sell the category need to perspective buyers. This is the case when AC&P is targeting new category users e.g mobile phone to villagers orAlso, when the product is new e.g. mobile banking Usually when a category need is the communication objective of a campaign the second objective of brand awareness is almost always present.

Communication Effect 2 Brand AwarenessWhen the advertiser has decided about the category need as communication objective whether toOmit it Mention to remind Or sell itThen is the stage to decide how to communicate about he BRANDBrand AwarenessBuyers ability to identify (recognize or recall) the brand, within the category, in sufficient detail to make a purchase Communication Effect 2 Brand AwarenessBrand Awareness is Universal Communication ObjectiveBrand awareness must be regarded as Universal Communication Objective that is as a communication objective for all campaigns. This is true for two reasonsYou cant run an advert of a brand unbranded i.e means there is some identifying feature of a the brand that will always come into the advert. That means brand recognition or recall is being executed. Secondly, brand can all too easily slip out of the buyers recall set or recognition set of the brands if it is not given sufficient exposure. Communication Effect 2 Brand AwarenessBrand Awareness is necessary precursor to Brand AttitudeBrand attitude is inoperable without prior brand awareness. Brand awareness makes the brand Candidate of purchaseDifference between Brand Recognition and Brand RecallThe difference occurs due to two types of choice situationsAt the point of purchase requiring brand recognition Prior to point of purchase requiring brand recallSequential awareness first recall based choice occurs and then recognition based choice occurs. This is also called recall-boosted brand recognition. A prior brand recall leads to a dedicated search for the brandCommunication Effect 2 Brand AwarenessBrand Awareness Associates the Brand with the Category NeedBrand recognition and brand recall, both required learned association in the buyers mind with category need, that is, with the first, category level communication effectIn case of brand recognition there are two paths of linking the brand with the category need Category Need (CN) Category purchase Intention (CPI) Brand Recognition (BRGN). In this path the buyer has the category need in mind but only has a category purchase intention and now he has to recognize the brandCommunication Effect 2 Brand AwarenessBrand Recognition (BRGN) Category Need (CN) In this path the buyer notices the brand first and then the buyer asks himself or herself whether he or she has a need to for the category at present. In case of brand recognition there is one path of linking the brand with the category need Category Need (CN) Brand Recall (BRCL). In this case the category need occurs fist and then the brands are recalled in response to it.

Communication Effect 2 Brand AwarenessManagers options with regard to Brand AwarenessCreate awareness Increase awarenessMaintain awarenessBrand Recognition strategy Brand recognition requires showing product package or service logo in advertising, in the category contextCommunication Effect 2 Brand AwarenessBrand recall StrategyWhen the buyer must think of one or more brands to choose from prior to the point of purchase, having experience only the category need, the appropriate communication objective is brand Recall Brand recall is verbal process requiring verbal name recall of the brand in response to the verbal cue (occurring mentally or sub vocally) of the category need. Brand recall requires paired associates learning in which, in ads and promotions, the category is paired with advertisers brand name

Communication Effect 2 Brand AwarenessThe key advertising tactic for brand recall, therefore, is simply to repeat brand name but rather repeat the association between the category need and the brand name. e.g chaay chahiay konsi janab, Lipton unda hay, Lipton leejiay, Lipton peejiayBrand Recall-Boosted Brand RecognitionIntended brand choice made prior to purchase but then brand must be identified at the point of purchase Double brand awareness objective Increase both brand recall and brand recognition e.g. customer wants to buy detergent he recalls name of the SURF EXCEL goes to shop now he recognizes the package of Surf Excel. Communication Effect 2 Brand AwarenessIt is also called guided research based on loyalty or Simple Locating Behaviour. E.g. in a shopping mall if you want to go to Outfitters (Recall) then you would walk into the mall and simply locate Outfitters by (recognizing) this brandThis is a difficult and costlier objective to execute because two sets of tactics are needed to be execute in ad recall and recognition which might result in leaving less amount of time to execute attitudinal message in the advert. So, be careful .

Communication Effect 3 Brand AttitudeBrand AttitudeBuyers evaluation of the brand with respect to its perceived ability to meet a currently relevant motivational (this evaluation is based on brand benefit beliefs and the motivation-related emotional weight of the benefits of the possible freestanding emotions)Or simply put it is the buyers evaluation of the brand w.r.t its perceived ability to meet a currently relevant motivation It is the second Universal communication objective. A favourable brand attitude is NECESSARY for Purchase.

Communication Effect 3 Brand AttitudeComponents of brand Attitude (very very important)Superbelief which is also the attitude or results of all the underlying components or summary judgmentSpecific benefit beliefs each with its own emotional or evaluative weightPossible freestanding emotions, each weighted, that also contribute to the super belief about the brands ability to meet the purchase or usage motiveA choice rule by which the buyer combines the benefit beliefs and emotions to form the superbelief.

Communication Effect 3 Brand AttitudeSuperbeliefConnects the Brand (in buuyers mind) to the purchase or usage motivationAs studied earlier there are eight fundamental motives for purchase and therefore a buyer can have eight superbeliefs (attitudes) towards one brandE.g. IBM is Safe (problem avoidance)IBM for kids is Boring (sensory gratification)But only one brand attitude will be relevant for buyer at given point in time or at a given purchase or usage occasion

Communication Effect 3 Brand AttitudeNegatively Originated (Informational) MotivesThey are the most prevalent energizers of buyer behaviorThey are called negative because they bring the prospective buyer in negative state motivation Take an exampleThe buyer is in state of equilibrium that is he/she is not motivated to buy any productBut at some point in time the productBreak downOr you will become unsatisfied with itRun out of stockCommunication Effect 3 Brand AttitudeThis will put you in negative mental state that you will seek to relieve by purchase new or replacement product. This is also called drive reduction due to negative reinforcement. Drive or motivation is then reduced upon purchase of product/brandThese are also called informational motives because the buyer seeks information to reduce the negative stateThey are also called relief motives because they work by relieving the negative state

Communication Effect 3 Brand AttitudePositively Originated (Transformational) MotivesThese are relevant when you want to rise above equilibrium and reward yourselfWith each of the positively originated motive a positive stimulus (or reward) is promised e.g. Ice creamThe process is known as drive increase through positively reinformcement

Communication Effect 3 Brand AttitudeThese are called transformation motives because the buyer seeks to be positively transformed, in either a sensory, intellectual, or social sense. They are also called reward motives because the transformation is rewarding state. Communication Effect 3 Brand AttitudeSpecific Benefit Beliefs and Emotional Weights These are on or more specific benefit beliefs in support of the overall Superbelief. E.g. IBM Superbelief it is safe machineSpecific belief advance technology, widely used, for professional useThese specific belief stem from the rational content of marketing commuinicationsThey also have an emotional side and these emotions have weightCommunication Effect 3 Brand AttitudeMultiattribute ModelnBATT b(m) = (B bi (m) Ei(m)i=1It gauges the combined influence of two subcomponents of benefit beliefsBATT = Brand Attitude for brand (b) for motive (m)Bbi(m) = specific benefit belief, B about brand bwith regard to benefit I (or attribute i) again with regard to motive mE i(m) = emotional weight, E that buyer places on benefit I with regard to motive m

Communication Effect 3 Brand AttitudeFree Standing Emotions These are the specific emotional associations that are not tied to specific benefit beliefs (even though these emotions can be rationalized into beliefs if the buyer is promoted to state them. Hence we call these types of emotional responses freestanding because they are not connected to t a belief. This is an unvoiced feelingFree standing emotions are needed to be added to the multiattribute model to get the complete attitude. BATT b(m) = (B bi (m) Ei(m) + Eo(m)E = emotion (o) other than specific with regard to motive (m)Communication Effect 3 Brand AttitudeLets Do an example - healthy foodm = motive = avoid heart attackb= brand = Healthy Frozen Food Specific belief Low fat = B1 = ranked 2 rated 0.7Low Sodium = B2 ranked 5 rated 0.6Frozen = B3 (negatively) ranked 5 rated 0.8Name Healthy = freestanding emmotion 0.6Green packaging = free standing emotion 0.8

Communication Effect 3 Brand AttitudeThe Choice RuleIt means how do you form a brand attitudeThe usual choice rule is summation of beliefs but there is variation in that as wellE.g. the buyer first decides what price range to consider before he evaluates the overall brand attitudeOr the buyer first decides which is faster-service regardless of any other brand/product attribute to form an over brand attitudeCommunication Effect 3 Brand AttitudeManagerial Options with Regard to Brand AttitudeIncrease brand attitudeFrom moderately favorable to highly favourableThis type of ad campaign is focused towards Favourable brand Switchers ( the ones who are already disposed toward yoru brandMaintain brand AttitudeWhen the target audience has already maximally favorable brand attitudeThis advertisement is focused towards Brand Loyals and sometimes to tackle competitors campaigns that might dilute your brands attitude

Communication Effect 3 Brand AttitudeModify Brand AttitudeWhen you need to connect the brand to another or different purchase motivation or simply put repositioningWhen you cannot increase an attitude through same benefit or motive then change the motive or benefit When you want to target a different audience based on the same benefit or motive Change Brand AttitudeWhen the target audience holds negative prior attitude toward brand. This is the most difficult task you have to break the negative link between the brand and the motivation and replacing it with positive oneHere almost certainly some repositioning (modification objective) will be needed along with tan attitude changeCommunication Effect 4 Brand Purchase IntentionBuyers self-instruction to purchase (Ill buy that) the brand or take purchase related actionThis is the desired result or RESPONSE of the previously discussed communication objectives and is carefully embedded in the advertisementDepending upon the decision- participant role is targetedPropose (initiator)Recommend (influencer) Choose (decider)Buy (purchase)Or use the brand more often (user)Communication Effect 4 Brand Purchase IntentionOne question arisesIf the buyer has already developed a favourable brand attitude then why need BPI as objectiveIntention following Low-Involvement Brand AttitudeThis means when the buyer is asked to make LOW PERCEIVED RISK brand choice it is reasonable to assume that only favorable brand attitude is enough to make him buyHere you need to assume that brand attitude is enough and we do not need to push the buyer/audience through our advertisement content to buy SOFT SELL. Dont say to the audience act now or buy now you have to have itCommunication Effect 4 Brand Purchase IntentionIntention following High-Involvement Brand AttitudeThis means when the buyer is asked to make HIGH PERCEIVED RISK brand choice it seems that a conscious decision to act is necessary so you need to explicitly generate Purchase IntentionHence through promotions (by which you forcing the buyer to act now) you are reducing their risk to buy

Communication Effect 5 Purchase FacilitationIt is Buyers assurance that other marketing factors (4ps) will not hinder purchase Here 4Ps are Product, Price, Place (distribution) and personal sellingTry to anticipate during planning of your IMC that would there be any Purchase InhibitorsIf there exist any Inhibitor from the 4Ps try to mitigate it through your IMC campaign

Communication Effect 5 Purchase FacilitationYou can run a brilliant IMC but your sales go down, why?Your product may not be the right one Your price many not be rightYour distribution may not be rightYou sales force may be badYour competitor may be outspending you five to oneYour competitor may be dealing you to death with once-cent sales and premiums and contests and special discounts to retailers