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Chapter 16

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Answer
OBJECTIVES OF COMMUNICATION PROGRAMS   Long term and Short term  
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LONG-TERM OBJECTIVES   Build brand image and create customer loyalty  
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SHORT-TERM OBJECTIVES   Increase traffic and increase sales  
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BRAND?   A distinguishing name or symbol that identifies the products/services offered by a seller and differentiates those products/services from those offered by competitors  
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VALUE OF BRAND IMAGE   Value to Retailers and Value to Customers  
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VALUE TO RETAILERS   BRAND EQUITY: attract customers, build loyalty, higher prices, facilitates entry to new markets  
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VALUE TO CUSTOMERS   Promise consistent quality, simplifies buying process,reduces time and effort searching for information about merchandise/retailer  
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BUILDING BRAND EQUITY   1)Create high level of brand AWARENESS 2)Develop favorable ASSOCIATIONS 3)Create EMOTIONAL connections 4)Consistent REINFORCEMENT  
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HIGH BRAND AWARENESS   1)Aided recall (top-mind awareness) 2)Stimulates visits to retailer (unaided recall)  
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TOP-OF-MIND BRAND AWARENESS   A)Memorable name B)Repeated exposure C)Event sponsorship D)Symbols  
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RETAILERS DEVELOP ASSOCIATIONS WITH THEIR BRAND NAME:   Brand associations-anything linked/connected with he brand name in a consumer's memory: merchandise category, price/quality, specific attribute/benefit, lifestyle/activity  
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CONSISTENT REINFORCEMENT   The retailer's brand image is developed and maintained through the retailer's communication mix.  
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RETAIL COMMUNICATION MIX   Objectives: Inform, persuade, and remind; Ultimate goal: to generate sales to customer's in the retailer's target market  
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INTEGRATED MARKETING COMMUNICATIONS   Present a consistent brand image through all communications with customers: store design, advertising, web-site  
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Created by: clmartinez13
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