Integrated Marketing

Communication
Session 6

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 How can MR help
• MR provides a lot of help before,
during and after the creation of the
communication
• Before
– Awareness scores
– Preference, perception, brand
image, personality, etc.
– Consumer motivation towards
consideration, purchase, etc.
• Let’s examine the funnel and see
how MR can help the
communicator.

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You can also use this model

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 You will conduct this session
• Use your recent SIP experience where you had
to find out answers to questions which would
help you to frame broad marketing, and of
course, marcom strategies
• I will take notes and guide the discussion

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 Some notes
• Brand awareness levels
• Measuring attitudes towards brands
– Compression of factors using Factor Analysis
• Purchase intent indicators at the decision
stage
• Post purchase satisfaction, or otherwise

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 Measuring brand awareness
• Unaided awareness
• Aided awareness
• Unaided awareness TOTAL AWARENESS
– Having a benchmark is important, e.g. before a major advertising campaign
– Should not be monadic; should always be against a key competitor
– “Top-of-mind” (first name mentioned) is an important indicator (TOM)
– Example:
• Among 120 prospects for buying a new laptop, 60% mentioned Apple, and 20%
Sony
• While Apple has a higher share-of-mind, creating higher awareness for Sony laptops
can lead to higher sales, without other considerations.
• For aided awareness questions, ‘distractor’ brands are added, to try to
estimate reliability of customer responses.
• Awareness studies should delve further into awareness of products &
features as well.
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Measuring attitudes towards brand
• What customers think about a brand, and how strongly they feel about it
• A series of parameters – from earlier studies; generated afresh by
customers; generated through experience or by industry experts
• Measured on a Likert scale – typically odd numbered scale
• Not monadic – competitors are also measured as benchmarks
• Earlier benchmark should exist – perhaps an earlier study
• Negative response possibilities should be included in the questionnaire.

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 Some questions
• If there is no benchmark studies available and no internal
knowledge available, you can ask customer to list attributes that
come to their minds.
• Question – how reliable are their responses?
• Question – how do we know which are the most important
attributes, and which are not?
• Question – what do you do when there are too many attributes
listed by customers?
• Typical solutions
– Reliability can be tested using Semantic Differential scales (positive &
negative pairs of statements distributed randomly)
– Customers can be asked to give a ranking of importance of attributes, or
you can run multiple regression analysis.
– Compression of scale can achieved by using Factor Analysis

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• Respondents asked
to rate automotive
website
experience.
• Negative attributes
included
• The % of responses
could indicate
order of
importance of the
attributes on the
left. (It is always
best to check this
independently).

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 Comments
• This is an example of checking out brand
affinities – i.e. words that customers associate
with the product, brand and experience.
• Also helps to understand the key drivers, i.e.
pillars of the brand, the most important
attributes and principles that you wish to
anchor with the brand.

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 Measuring usage & intent
• Past usage
– Through surveys
– Through customer care records
– If purchases are online (web, mobile), all data already
available in great detail
• Future intent to buy
– Through surveys
– Examine purchase patterns already with your
company. E.g. is there any seasonality of purchase
pattern? Is it correlated with offers, incentives, etc.?

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 Customer satisfaction
• By far the most common and fundamental measure of customer
attitudes is customer satisfaction.
• Customer satisfaction is a measure of how well a product or
service experience meets customer expectations. It’s considered a
staple of customer analytics scorecards as a barometer of how
well a product or company is performing.
• You can measure satisfaction on everything from a brand, a
product, a feature, or a website to a service experience.
• Satisfaction measures how a particular customer is satisfied based
on his or her expectations of a product or service.
• If you’re selling a low-priced car, a budget-conscious consumer will
be more satisfied with it than with a luxury, high-end car, even
though the less expensive car might not have many features. Your
customer’s main satisfaction comes from the value (price for the
features and quality offered).

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 Customer satisfaction
• Customer satisfaction is the first step of the
customer journey. It leads to customer loyalty
and recommendation.
• Two levels of measuring customer satisfaction:
– General (or relational) satisfaction
– Attribute (or transactional) satisfaction

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 General (relational) satisfaction
• Asking customers about their satisfaction toward a brand or organization is
the broadest measure of customer satisfaction. It is often referred to as a
relational measure because it speaks to customers’ overall relationship
with a brand.
• It encompasses repeated exposure, experiences, and often repeat
purchases.
• Ask customers to rate how satisfied they are with a brand or company
using a rating scale

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