Principle: Be True to Thy Brand

By: Alyssa Cogliandro, Edyn Dabas, Melissa Coscia, Sarah Jayne,

Kamilah Butler, Sydney Dexter & Maria Smith

How Marketing Communication Works

Chapter 4

Marketing in Communication Works in SIX Ways:

• Perception of the message
• Emotional connection to the brand
• Understanding the point of the message
• Connecting positive quality of the brand
• Believe the message
• Act in desired ways

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Segmenting and targeting the audience

Chapter 5

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What influences a customers decision?

• Culture
• Social (social class, friends, family, role models)
• Psychological ( state of mind, need and wants, satisfaction, motivation, cognitive dissonance)

How does a company segment customer groups?

• Demographics
• life -stages
• Geographical
• Psychographics
• Behavioral
• Benefit Sought

Targeting the right audience:

• For example: if you are selling diapers, you will be targeting parents.

What to consider when targeting an audience:

• Age
• Income
• Education

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• Geography
• Critical psychographics

Strategic Research

Chapter 6

Types of Strategic Research:

1. Primary
1. Original research findings collected for the first time from original sources
2. Secondary
• Background research that gathers already public information.
3. Quantitative
• Statistical research that uses numerical data to investigate how people think and behave.
4. Qualitative
• Exploratory research that uses projecting techniques to gain insight and identifies questions for further quantitative research.

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Discussion Question: What kind of exploratory research would you use if you were opening a bookstore on campus?

Chapter 7: Strategic Planning

• Solving a problem through marketing communications and determining objectives, deciding strategies, and implementing tactics

Coca-cola’s campaign

“How to sell Diet Drinks to people who don’t like the idea of Diet Drinks”

Objective : To position Coke Zero as tasting like regular coke

Strategy : Use taste tests so the young male target could experience how similar the tastes were

Tactic : Using “taste infringement” along with lawyers, actors, and imaginary lawsuits

Chapter 7: Cont...

Account Planning: research/analysis to gain knowledge on the key consumer

Who? Is our brand trying to reach, how should they feel about our message?

What? Do we say to them?

Where? And how will we reach them?

Dunkin Donuts implementing fancy barista drinks such as Lattes or Cappucinos without the barista..

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Who? The average joe who wants to explore the expresso line but is too intimidated by the ordeal of ordering/expense for the service

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What? “The Espresso Revolution”, cheap fancy espresso drinks served by machine or drive-thru in 2 minutes or less

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Where? At Dunkin Donuts, already trusted for its affordable and tasteful coffee over the years, looking to serve what the customers want when they want it

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