200086 Lecture Notes - Lecture 6: World Organisation For Animal Health, Brand Equity, Marketing Communications
Week 6-
1)Marketing communications:cultural, social, economic and
environmental issues at brand level
2)The advertising process
1)culture-unique pattern of shared meanings and understandings of a social group- CAUAP
comprehensive
acquired
unconscious
adapative
provides boundaries for behavior
cultural issues for marketing communicators-
non verbal communication-SAFTEST
symbols-emojis
agreements
freindships
things
etiquette
space
time-monochronic,polychromic
social, economical and environmental issues for marketing communicators
behaviours can also be grouped by social class (assel et al 2007)
3 socio-economic factors to identify social class ranking-lower,middle,upper –OIE
1)occupation
2)income
3)education
social class values give direction to advertisers
working + lower class-more receptive to advertising that is strongly visual-show activity,work
life,solutions to practical solutions to daily life
upper class-more open to subtle symbolism, more individual in tone, objects significant to
status and self-expressive aims-clothing wear,house we live,car we own
socio-economic status symbols
Document Summary
1)marketing communications:cultural, social, economic and environmental issues at brand level. 3 socio-economic factors to identify social class ranking -lower,middle,upper oie. Ethics + corp resp-imp part of persuasion in marketing communications societal marketing concept- brands build social resp. into marketing communications efforts. Advertising-frequent marketing tools impersonal and one way communication paid for-by sponsor predom. used to build brand awareness. Advertising functions-ipraa informing-brand awareness introduce new brands educate consumers about features and benefits of ex. brand creats pos. brand images increase demand for existing brands teaches consumers new uses for existing brands. 2)persuading- convince consumers to try ad. products inf. primary demand (entire product category) build 2ndry demand-demand for specific company"s brand. 3)reminding- keep brand fresh in consumers memory encourage brand switching-brand is available + possesses favourable attributes and benefits. 4)adding value-companies do this by: product innovation improving product quality altering consumer perceptions advert. adds value by inf. consumer perceptions.
