Adman Lecture 5

Advertising Management Review of How Brand Communication Works

How Brand Communication Works ,[object Object],[object Object],[object Object]

How Brand Communication Works… Cont’d ,[object Object],[object Object],[object Object]

How Brand Communication Works… Cont’d ,[object Object]

Brand Communication Model ,[object Object],[object Object],[object Object],[object Object],[object Object],6. FEEDBACK- INTERACTIVITY Immediate, Delayed or No Response 2. MESSAGES Brand Messages Ads, PR release, coupons, signage, customer service 3. COMMUNI- CATION CHANNEL Media TV, Radio, Newspa- per, Magazines, Mail, Internet, Phone 4. RECEIVER (Decoding) Customers Prospects Other stakeholders 4. NOISE Physical & Psychological Distraction

Brand Customer Touch Points ,[object Object]

Managing Customer Touch Points ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

IMC Brand Touch Points ,[object Object],[object Object],[object Object]

IMC Brand Touch Points… Cont’d BRAND Intrinsic Company Created Unexpected Customer Initiated

4 Rs to Purposeful Dialogue ,[object Object],[object Object],[object Object],[object Object]

Adman Lecture 5

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Adman Lecture 5