“ MENGKOMUNIKASIKAN BRAND “

ADVERTISING,
PUBLIC RELATIONS,
SALES PROMOTION,
EVENT & SPONSORSHIP,
CUSTOMER SERVICE

(Duration: 8 minutes presentation)

Sri Purwanto (Ipung)

06060-16804
4 categories of MarComm’s functions (using types of media):

• Primarily use MASS MEDIA:

– Advertising
– Public Relations
• Use SITUATION and PLACE:
– Sales promotion
– Packaging
– Point-of-purchase
• Use PERSONAL COMMUNICATION:
– Direct-response
– Personal sales
• Use EXPERIENCES:
– Event
– Sponsorship
– Trade show
– Customer service
ADVERTISING (The Awareness Builder) characteristics:

3. Nonpersoal
4. One-way
5. Planned messages paid for by identified sponsor
6. Disseminated to a broad audience
7. To influence audience > their attitudes and behavior

TYPES OF ADVERTISING:

• Target audiences: Consumers; businesses

• Media: Direct mail; print and broadcast
• Geography: Local; regional; national; international
ADVERTISING’s Strengths:

3. Building awareness
4. Adds value to a brand
5. Cost-effective in terms of impressions
6. Control over the content and timing of the message
7. Enables prospective customers
8. Messages are seen by other stakeholders besides just customers (e.g.
Employees, investors, local community, etc)

ADVERTISING’s Limitations:

12. Media waste

13. One-way communication
14. Low credibility
15. Clutter
MERCHANDISING: THE REMINDER DRIVERS

• Merchandising: is extending a brand image through promotional

activities at the retail level.
• Merchandising is concerned how is a brand is displayed.
• E.g.: POP materials, shipper-displays, banners, signs, counter stands,
floor stands, TV monitors, shelf signs/talkers, end-cap displays, etc.

STRENGTHS:
8. Direct attention to a brand or particular product offering at the point of
sale.
9. Increase the level of customer consideration > action>purchase>sales.
10. Provide links between out-of-store brand communication and the in-
store shopping experience.

LIMITATIONS:
13. Retailer’s resistance to using them.
14. The failure of salespeople to promote their use.
15. Small portion of customers remembered.
PACKAGING: THE LAST AD SEEN BEFORE BUYING

3. Packaging is an important part of a brand’s identity; distinguished a

branded product from a generic one.
4. Package is a medium for carrying a planned brand message.
5. Package is like a miniature outdoor board with millions of potential
exposures.
E.g. Coca-Cola hourglass shape bottle.

STRENGTHS:
9. As a container protects products.
10. Strong visual statement that brings brand personality.
11. Provide important decision information.
12. Showcase of promotions.
13. Add value to brand positioning.

LIMITATIONS:
Packaging is its potential for clogging up landfills > redesigning >more
disposable.
PUBLIC RELATIONS: THE CREDIBILITY BUILDER

• James Grunig & Todd Hunt: ”PR is management of communication

between an organization and its public”.

• Denny Griswold: ”PR is the management function that evaluates public

attitudes, identities the policies and procedures of an individual or an
organization with the public interest, and plans and executes a program of
action to earn public understanding and acceptance”.

PRACTICE AREAS of PUBLIC RELATIONS:

9. Corporate Relations
10.Crisis Management
11.Marketing Public Relations (Brand Publicity)
12.Media Relations
13.Employee Relations
14.Financial or Investor Relations
PR uses two different kinds of advertising:

1. Public service announcement (PSA)

2. Corporate advertising

IMAGE vs REPUTATION: Image can be created but Reputation is earned.

CORPORATE COMMUNICATION: manages a full range of stakeholder

relationships, its focus on the corporate brand, image and reputation.

MARKETING PUBLIC RELATIONS (MPR): ”The uses of non-paid media to

deliver positive brand information designed to positively influence customers and
prospects’

BRAND PUBLICITY: ”Using news releases and another media tools to broaden
awareness and knowledge of a brand or company”.

MPR is used:
15.To build brand credibility;
16.To make product news announcements;
17.To reach hard-to-reach target audiences.
STRENGTHS of MPR:
2. Brand awareness
3. Acceptance and Credibility
4. Cost-Effectiveness
5. Clutter busting
6. Reaching the Hard to Reach Audiences

LIMITATIONS of MPR:
9. Less control of brand publicity because the
messages filtered by media gatekeepers
10. Not easy to measured
11. Mass media will not run stories about the same
company or brand too frequently
SALES PROMOTION: Intensifying Consideration
Sales promotion is ”a marketing communication function
that encourages action by adding tangible value to a brand
offerring”.
Sales Promotion:
• Consumer Sales promotion > used as part of a pull strategy.
• Trade Sales Promotion > important tool in a push strategy.

Consumer Sales Promotion Tools:

8. Coupons 7. Sweepstakes & Contests
9. Price reductions 8. Tie-in Promotions
10. Rebates 9. Loyalty Promotions
11. Premiums
12. Specialties
13. Sampling
STRENGTHS of Sales Promotion:
2. Increase distribution
3. Balance demand
4. Control inventory levels
5. Respond to competitive programs

LIMITATION of Sales Promotion:

8. Still has a questionable image as a simply a way to ’buy
sales’. >< convincing brand is a good value.
9. Not necessarily cost-effective.
10. For only the best deal, not a long-term brand relationship.
11. Successful program will follow soon by competitors.
EVENT:
”is a promotional occasion designed to attract and involve a
brand’s target audience.

Event Characteristics:
5. Reach a certain audience
6. Involving
7. Generate brand publicity

Company use event in three ways:

10. Create the event
11. Participate in the event
12. Sponsor the event
SPONSORSHIP:
”is a financial support of an organization, person, or activity in
exchange for brand publicity and association.

Sponsorship:
5. Differentiate and add value to brand
6. As one of main ways in which a brand develops
associations

Guidelines for choosing sponsorship:

9. Target audience
10. Brand image reinforcement
11. Extendibility
12. Brand involvement
13. Cost-effectiveness
14. Other sponsors
STRENGTHS of Event & Sponsorship:
2. Enhance company’s or brand’s visibility by associating it
with something positive.
3. Good relationship-building activities that emotionally bind
customers to a company or brand.

LIMITATION of Event & Sponsorship:

6. Depending on the scope of the event, they tend to directly
involve only a small percentage of a brand’s target audience.
7. ROI of most event sponsorship determined also by other
MC functions.
8. Lack of controlling of the design & management of
sponsored event.
CUSTOMER SERVICE: The Retention Driver:
” is the process of managing customer’s interactive
experiences with a brand”.
When customer service is good > brand relationships are
strengthened.
When it is bad> they are weakened or destroyed.

Characteristics of Good Customer Service: Attitude

7. Employee performance
8. A customer-service department
9. Technical support provided
10. Facilities, operations and arrangements
Reasons why companies using Customer Service:
2. Competitive advantage
3. Customers’ demands
4. Customers’ expectations
5. Relationship maintenance
6. Increased technological sophistication of product

Strength and Limitation of Customer Service:

Strength: its contribution to the maintenance of a customer
relationship during and after purchase has been made.

Limitation: because rarely managed as part of a marketing

program, the communication dimension of customer service
are usually not integrated into the overall marketing
communication approach. ***(end)