Knowledge Points

Brands
Using Direct Marketing to Build Brand Values
While the primary purpose of direct marketing is the achievement of an immediate and specific response (such as trial, purchase, or inquiry), largescale direct marketing can have other positive effects as well. It can boost awareness and interest and enhance a brand’s image. But direct mail can be ignored, and, worse, have deleterious effects by annoying recipients. So, if the benefits of direct marketing are to be maximized, a number of issues need consideration.
Advertising
Should My Advertising Stimulate an Emotional Response?
The generation of emotion is crucial for successful marketing. Many brands benefit from an association with positive emotions. However, the fact that the most successful brands tend to have a balanced set of associations and rational strengths should not be ignored.
Brands
How to Captialize on Word of Mouth
Brands can generate a positive buzz about themselves with highly enjoyable and involving marketing activity. But the generation of advocacy is harder and conversations with family and friends are more likely to be influential than other channels. The extent of these conversations varies considerably by category, but, as ever, excellent product quality can lead to recommendations.
Brands
What Are the Benefits to a Brand of a Satisfied Customer?
While customer satisfaction is a critical component of brand equity, companies often underdeliver on service. To improve the service element can be costly; often it requires the substantial reorganization of a business. However, if the benefits of doing so can be quantified, such investment may be justified.
Brands
How to change a brand's name successfully
A brand may change its name for a number of reasons. The rebranding process will have a direct impact on the success of the name change. Name changes often result in a drop in sales, but when the process is done well, sales can hold steady. However, if a poor strategy is followed, a name change puts the brand at risk of losing equity, consumer loyalty and ultimately market share.
Brands
How best to manage multiple brands
Many companies own multiple brands, and while this has undoubted advantages, there are pitfalls to be avoided. Differentiation and clear targeting are essential, as well as an understanding of which brands are most likely to benefit from investment.
Advertising
What role does the brand have in business-to-business markets?
Brands have a valuable role to play in business-to-business markets, but there are several key differences from consumer markets which need to be taken into account when planning any campaign. The differences relate especially to the decision-making processes, particularly in large organizations.
Advertising
How best to market to business professionals
Business professionals are also consumers, and they respond to advertising in both capacities. They notice and remember advertising, and are more likely to pay attention to advertising that they enjoy or appreciate. All the main media can be employed successfully to reach this audience, but it should be understood that business professionals have a personal appreciation of advertising, as well as a professional view.
Advertising
Is there value in comparative advertising?
Comparative advertising can be effective even when it does not disclose the name of a specific competitor. However, caution should be taken before employing a comparative ad strategy. There are some common pitfalls that can introduce risk to the advertised brand.
Non-TV Advertising
What does cinema advertising add to a campaign?
The cinema offers a good opportunity to reach a younger audience across the globe. The “cinema experience”, with its shared nature, tends to lead to greater attention being paid to advertising, making it more memorable, so cinema ads can boost the impact of a TV campaign. However, not all advertising works well in the cinema, and the best ads tend to reflect the cinema-goer’s desire for escapism, fantasy and entertainment.
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