MARKETING COMMUNICATION &

PROCESS

Maria Carmela Ostillio

Mumbai | India
MARKETING COMMUNICATION: OVERVIEW

Mumbai | India
 MARKETING COMMUNICATIONS

a) One of the most visible and widely discussed

instruments of marketing mix
(1.410.000.000 results on Google Search 1° check march 2023
1.630.000.000. results on Google Search 2° check march 2024)
(3.020.000.000 results on Google Search for advertising...)
Why advertising is relevant? Several reasons…
https://theimportantsite.com/10-reasons-why-advertising-is-important/)
1. MARKETING COMMUNICATIONS
MARKETING COMMUNICATIONS
b) Overwhelming impact on both society and business
 MARKETING COMMUNICATIONS
b) Overwhelming impact on both society and business
 MARKETING COMMUNICATIONS
b) Overwhelming impact on both society and business
MARKETING COMMUNICATIONS

1. MARKETING COMMUNICATIONS

c) One of the most fascinating subjects

MARKETING COMMUNICATIONS
Both

• watch TV and advertising

• make use of sales promotion
• are approached by sales person (in or out stores)
2. EVERYONE - PRIVATE CONSUMER • visit trade fairs and exhibitions
OR BUSINESS EXECUTIVE - IS • are exposed to sponsorship
EXPOSED TO MARKETING • are target/investor of public relations activity
COMMUNICATIONS • are attracted by or purchase famous brands
• are regular users of web, social media, digital tools
• want to be entertained
• ……

The challenge: integration of various tools/instruments/media of the marketing

communications mix (IMC), building successful brands, achieving company objectives,
with efforts on strategic management, marketing (communications) and branding plans
 Super Bowl 2024

Audience, Commercials, Celebrities, and digital channels provided

more options for audiences to engage with the Big Game.

Brands leveraged the record-breaking viewership (123.7 million

viewers, according to Nielsen) to launch campaigns and game-day
promotions.

Celebrities took the opportunity to grow their personal brands too.

"...The Super Bowl LVIII weekend was a cultural phenomenon that brought together music,
entertainment, and marketing like never before..." (NYT)
Super Bowl 2024 with over 123M Viewers
It's the Most-Watched Telecast in U.S. History
The Final Nielsen data were released on Tuesday and included
figures taken across all platforms, including the CBS
Television Network, Paramount+, Nickelodeon, Univision,
CBS Sports, Univision, and NFL digital properties such as
NFL+.
The Kansas City Chiefs won the 2024 Super Bowl.
A record audience tuned in to watch Sunday's
game between the Kansas City Chiefs and San
Francisco 49ers
A record number of people tuned in to watch
Super Bowl LVIII on Sunday. An average of 123.4
million viewers saw the
Kansas City Chiefs beat the San Francisco 49ers 2
5-22
after the NFL teams faced off at Allegiant Stadium
in Las Vegas, according to initial CBS figures
based on Nielsen Fast National data and Adobe
Analytics.
This included 112 million viewers who watched
the Chiefs' big win on CBS Sports, marking the
largest audience in history for a single network,
according to a CBS release. At the same time,
More ways to watch the game on streaming than in previous years;
advertisers stepped up to get in front of these audiences.
Media and entertainment brands (including gambling
services like BetMGM) led the field with 17% of ad air
time;

Technology brands came in second at 15%.

The number of alcoholic brands dropped from nine last

year to only four this year — AB InBev’s Michelob Ultra,
Bud Light, and Budweiser, and Molson Coors’ Coors
Light were featured in ads. Budweiser’s nostalgic
Clydesdales spot showed the most engagement,
according to ad intelligence company EDO, which
generated 84% more engagement for the Clydesdales
spot than the Super Bowl ad median.

In the non-alcoholic beverage camp, prebiotic soft

drink newcomer Poppi led its peers with the evening’s
fourth most engaging ad (source:EDO). Starry and
Mountain Dew’s revived Baja Blast brand each
generated more than twice as much engagement as the
median Super Bowl ad.
 USA TODAY Ad Meter to vote for the 36th edition the
commercials of the competition
Super Bowl 58 is over, but
big game's commercials will
forever.
Over 160,000 people rank the Super
Bowl 58 commercials.
The 2024 winner was
State Farm's "Like a Good Neighbaaa,"
starring Arnold Schwarzenegger and
Danny DeVito, with a score of 6.68.
Rounding out the this year's top five were
ads from Dunkin', Kia, Uber Eats and
the NFL.
https://eu.usatoday.com/story/sports/Ad-Meter
/2024/02/12/best-super-bowl-2024-commercials-ad-meter-ranki
ngs/72538932007/
The first 20 commercials (2024), ranked by USA Today Ad Meter
the score:
live
1. "Like a Good Neighbaaa," State Farm – 6.68
2. "The DunKings," Dunkin' – 6.52
3. Perfect 10 | The Kia EV9, Kia – 6.36
4. "Worth Remembering," Uber Eats – 6.26
5. "Born to Play," NFL – 6.23
6. "Hard Knocks: A Dove Super Bowl Film," Dove – 6.18
7. "Talkin’ Like Walken," BMW – 6.10
8. "Old School Delivery," Budweiser – 6.03
9. "Can’t B Broken," Verizon – 5.91
10. "Dina & Mita," Doritos – 5.84
11. "Javier in Frame," Google – 5.80
12. "Mayo Cat," Hellmann's – 5.74
13. "Picklebabies," E*TRADE – 5.72
14. "An American Love Story," Volkswagen USA – 5.69
15. Michael CeraVe, CeraVe – 5.67
16. "Hail Patrick," Paramount+ – 5.64
17. 'Wicked' trailer, Universal – 5.60
18. "Silence," Foundation to Combat Antisemitism – 5.57
19. "Easy Night Out," Bud Light – 5.51
20. "Superior Beach," Michelob ULTRA – 5.49
All the 2024 commercials, ranked by their Ad Meter score:
1. "Like a Good Neighbaaa," State Farm – 6.68
2. "The DunKings," Dunkin' – 6.52
3. Perfect 10 | The Kia EV9, Kia – 6.36
4. "Worth Remembering," Uber Eats – 6.26
5. "Born to Play," NFL – 6.23
6. "Hard Knocks: A Dove Super Bowl Film," Dove – 6.18
7. "Talkin’ Like Walken," BMW – 6.10
8. "Old School Delivery," Budweiser – 6.03
9. "Can’t B Broken," Verizon – 5.91
10. "Dina & Mita," Doritos – 5.84
11. "Javier in Frame," Google – 5.80
12. "Mayo Cat," Hellmann's – 5.74
13. "Picklebabies," E*TRADE – 5.72
14. "An American Love Story," Volkswagen USA – 5.69
15. Michael CeraVe, CeraVe – 5.67
16. "Hail Patrick," Paramount+ – 5.64
17. 'Wicked' trailer, Universal – 5.60
18. "Silence," Foundation to Combat Antisemitism – 5.57
19. "Easy Night Out," Bud Light – 5.51
20. "Superior Beach," Michelob ULTRA – 5.49
21. "That T-Mobile Home Internet Feeling," T-Mobile – 5.46
22. "Mullets," Kawasaki – 5.44
23. "Yes!," Reese's – 5.43
24. "Having A Blast," Mountain Dew – 5.41
25. "The M&M’s Almost Champions Ring of Comfort," M&M's
– 5.39
26. "Here’s to Science," Pfizer – 5.34
t-27. "The Wait Is Over," Popeyes – 5.31
t-27. "Thank you France," Etsy – 5.31
29. "Couch Potato Farms," Pluto TV – 5.30
t-30. "Mr. P," Pringles – 5.27
t-30. "BetMGM is for Everyone," BetMGM – 5.27
32. "The Return of the Coors Light Chill Train," Coors Light – 5.17
33. "Twist on It," Oreo – 5.15
34. "Watch Me," Microsoft – 5.06
35. "T-Mobile Auditions," T-Mobile – 5.04
36. "Tina Fey books whoever she wants to be," Booking.com – 5.02
37. "Judge Beauty," e.l.f. Cosmetics – 4.95
38. "Dareful Handle," Toyota Tacoma – 4.91
39. "Launch," Homes.com – 4.90
40. "Mr. T in Skechers," Skechers – 4.87
41. "Extraterrentrials," Apartments.com – 4.84
42. "NERDS Big Game Commercial ft. Addison Rae," NERDS Gummy – 4.75
43. "DoorDash All the Ads," DoorDash – 4.73
44. "Foot Washing," He Gets Us – 4.65
45. "The Future of Soda is Now," Poppi – 4.63
46. "Hello Down There," Squarespace – 4.61
47. "Salon," Homes.com – 4.60
48. "Life is a Ball," Lindt USA – 4.59
49. "Shōgun - Big Game Commercial," FX and Hulu – 4.53
50. "Doctor on the Plane," Drumstick – 4.52
51. "Mascot," Homes.com – 4.48
52. "Making Memories On The Water," Bass Pro Shops and Cabela’s – 4.42
53. "The Future," CrowdStrike – 4.34
54. "Gronk Misses The FanDuel Kick Of Destiny 2," FanDuel – 4.28
55. "Who Is My Neighbor?," He Gets Us – 4.24
56. "Love Triangle," Starry – 4.21
57. "Make Your Moves Count," TurboTax – 4.20
58. "Less Social Media. More Snapchat," Snapchat – 3.84
59. "American Values," Robert F. Kennedy Jr. campaign – 3.41
 https://www.nytimes.com/2024/02/11/arts/
television/super-bowl-commercials-ads-best-
worst.html

In the spirit of “Who actually watches the game"

The ranking of Sunday night’s Super Bowl commercials, from best to worst.

Ground rules: Only ads shown on the national CBS broadcast during the game were eligible.
Not included are some non-commercial (religious, political, social advocacy) spots and most movie trailers and promos for television and streaming
broadcasts.

The Best of the Bunch (BMW, Mountain Dew, Squarespace, Lindt, ‘A Quiet Place: Day One’, Google, Dunkin’, E*Trade, poppi,
NFL National Football League, BetMGM)
These are the ones we’ll remember for at least a day or two.
The Perfectly Fine (TurboTax, NYX Cosmetics, Apartments.com, Etsy, Kia, Coors, Volkswagen, Doritos, Verizon, Microsoft, STōK
Cold Brew)
These get an A for effort and a B- for execution.
Inoffensive but Forgettable (T-Mobile, Pluto TV, ‘IF’, State Farm, Nerds, Budweiser, Salomon, Dove)
They tried. Nobody got hurt.
Try Again (Booking.com, Starry, CeraVe, ‘N.F.L. Sunday Ticket’, Michelob Ultra, Popeyes, Bass Pro Shops, Mighty Patch,
Pringles, Hellmann’s, Veozah, Uber Eats, Snapchat)
Had some talent involved but the result sailed wide right.
The Flagrant Missteps (M&M’s, CrowdStrike, Pfizer, Bud Light, e.l.f. Cosmetics, Miller Lite, Homes.com, Kawasaki, Skechers,
Reese’s)
Famous people and millions of dollars that together can’t quite amount to mediocrity.
The Worst of the Bunch (Oreo, Paramount+, Temu, BodyArmor, Toyota, Drumstick, FanDuel)
It takes real effort to be this bad.
Social media mentions have more than doubled

"Advertisers maximized the impact of their advertising campaigns

during the event via social channels — many have created a number
of additional assets as part of their campaigns, transforming and
optimizing them to work hard across all relevant platforms"

(Steve Vinall, Bynder)

Social media marketing increased significantly; Super Bowl-related

social media activity more than doubled year-over-year (source:
social listening platform Sprinklr)

Here are the top hashtags

used by social media
marketers from Jan 1 through
Feb 13, 2024 (source: Sprinklr)
 Brands gain positive sentiment on social media
Social media buzz is a great way for consumer brands to gauge how their marketing efforts land
with audiences

EDO’s top five most engaging ads were: 1) Deadpool & Wolverine (Walt Disney Studios Motion Pictures),
generated +2,243% as much engagement as the median-performing Super Bowl LVIII in-game ad. 2) Wicked:
Part One (Universal Pictures), +2,008% 3) Volkswagen, “An American Love Story”, +1,594%, 4) Poppi, “The
Future of Soda is now,” +1,561%; 5) Temu, “Billionaire,” +1,342%

The Influential, an influencer marketing platform, measured positive sentiment for the Super
Bowl’s participating brands and celebrities.
The 10 brands that scored highest in social media sentiment with their ads (source: Influential)
1.Oreo, “Twist on it.”
2.Disney+, “Well Said.”
3.NYX Cosmetics, “Duck Plump.”
4.CeraVe, “Michael CeraVe.”
5.Mountain Dew, “Having a Blast.”
6.Verizon, “Beyonce.”
7.Google Pixel, “Javier In Frame.”
8.State Farm, “Twins Reunion.”
9.BMW, “Christopher Walken.”
10.Squarespace, “Hello Down There.”
Final count still has to be done ...but this year's brands and
celebrities feel higher than in recent years, in ads spanning
from tech giants to food and beverage companies,
automotive, entertainment, and more, showcasing the power
of celebrities - and significant investment - in capturing the
audience's attention during one of the most watched events
in the United States.
The commercials, featuring an array of celebrities, highlighted the
increasing role of star power in captivating a global audience.

A quick look at some of the standout Super Bowl 2024 commercials featuring celebrity endorsements

BetMGM: Tom Brady and Vince Vaughn add light-hearted humor; Booking.com: Tina Fey, Glenn Close, Jane Krakowski,
and Jack McBrayer join forces in a comical exploration of the travel booking options; Budweiser: Post Malone showcased
Bud Light
Drumstick: Eric André leverages his unique comedic style in the ad; Dunkin': Ben Affleck, J Lo, Matt Damon, and Jack
Harlow come together in a musical-themed ad
e.l.f. Cosmetics: The cast of "Suits," minus Meghan Markle, reunites in a courtroom spoof
FanDuel: Rob Gronkowski stars in a teaser for the Super Bowl Kick of Destiny
Hold My Oikos: Martin Lawrence & Shannon Sharpe engage viewers with a humorous twist on fitness and snacking
Michelob Ultra: Lionel Messi, Jason Sudeikis, and Dan Marino star in an ad that explores Messi's supposed loyalty to
Michelob Ultra; Mountain Dew: Aubrey Plaza and Nick Offerman reunite to promote Baja Blast
OREO: Kris Jenner shines as she explores the transformative power of an OREO twist
Paramount+: Featuring Patrick Stewart and characters from "Hey Arnold!" among others, the ad showcased the diverse
entertainment offerings of Paramount+; Pringles featuring Chris Pratt: Chris Pratt humorously mistakes himself for the
guy on the Pringles can in an ad
Silk: Jeremy Renner promotes plant-based wellness; State Farm: Arnold Schwarzenegger and Danny DeVito bring action
and humor; Starry: Ice Spice stars in a creative ad; STōK Cold Brew: Sir Anthony Hopkins stars in a fantastical ad;
Squarespace: In this imaginative ad, legendary filmmaker Martin Scorsese witnesses a UFO landing on Earth
TurboTax: Featuring Quinta Brunson who humorously shares her positive experience with TurboTax
Uber Eats: David and Victoria Beckham, followed by Jennifer Aniston and David Schwimmer in separate segments
Celebrities, Brands and social

Celebrities and brands proved the Super Bowl was still a vital
springboard for gaining cultural awareness.

1) Taylor Swift captured nearly as many social media Super

Bowl-related conversations (11%) as all the TV ads combined
(12%) (source: Influential)
2) Rising star Ice Spice kept close to Swift throughout the
game, which no doubt led to more recognition for soft drink
brand Starry, which featured the Bronx-born artist in their ad.
3) Beyonce’s presence at the game boosted the ad for Verizon
she starred in, as well as buzz about her forthcoming album.

Although five other brands gained higher positive sentiment than

Verizon’s spot, Verizon’s star, Beyonce led social media with the
most mentions.

Here are the top five celebrities, including a sentimental favorite,

actor Carl Weathers, who died just weeks before the big game.
Verizon and Beyoncé Both Win With Super Bowl Album Announcement:
Verizon got a cultural icon to spread its 5G message while her album drop
drew a Big Game audience
In Verizon’s case, Beyonce’s
Instagram page was the vehicle
chosen to reveal a country album
and two readily available songs.

Going viral almost instantly, this

ensured anyone who hadn’t watched
the game also knew of the
announcement.

In less than 24 hours, searches for

Beyonce have skyrocketed
https://www.adweek.com/brand-marketing/verizon- 469% and both videos on her
beyonce-super-bowl-album/
Instagram have 30 million views
each.
 Media, Brands, and Consumers

are changing in profound ways but…they

need each other 
MARKETING COMMUNICATIONS: MEDIA, BRANDS,
CUSTOMERS….
Media...what???

Reports and forecast Media-Proliferation

A lot of choice among media, devices, and channels to deliver

communications as endless options for the consumer and endless
challenges and opportunities for the marketer.
 MARKETING COMMUNICATIONS: MEDIA, BRANDS,
CUSTOMERS….
Media-Atomization (versioning practice!)

It’s a «practice» of breaking larger longform pieces of content down into smaller and shorter for various media
or social media platforms (ex. podcast episodes or video interviews on social media could become a Twitter
thread of audio snippets, and a video shared as shorts/reels on Instagram).
MARKETING COMMUNICATIONS: MEDIA, BRANDS,
CUSTOMERS….
Media: investments, countries, rates and technologies
Countries, Economies and different investments (Eastern Countries vs. Western
Countries; Southern Countries vs. Northern Countries; Developed Economies vs.
Less-Developed Economies….)

Media with different rates of concentration and development (television vs. CTV, web;
print vs. digital; OOH vs. DOOH; …. Digital advertising vs. m-commerce)

The importance of new technologies (from linear to Pay-TV, VoD, Streaming, OTT,
CTV….mobile first…)

Although different growth, the main "concepts" are:

interaction, participation, relationship, involvement, engagement, connection,

collaboration, experience
MARKETING COMMUNICATIONS: MEDIA, BRANDS,
CUSTOMERS….
Brand's Goals

It’s difficult and expensive to… From

differentiate, grow, reveal, attract …to consistency
fragmentation
…

Each discipline/tool has its own dignity and plays a

central-role in telling a story about brand, and
embracing each touchpoint with its own customer
MARKETING COMMUNICATIONS: MEDIA, BRANDS,
CUSTOMERS….
Brand's Trends

Brand experience is the sum of all the sensations, thoughts,

feelings, and reactions that individuals have in response to a
brand, it isn’t specific to a channel or media type.

Brand experience is the result (the lasting impression that

remains) after someone encounters or engages with a brand 1) Brand Experience
in any environment.

Brand experience (BX) and user experience (UX) speak to

indivduals to receive different kind of responses (sensory,
feeling, cognitive, behavioral) but user experience deals
specifically with human interaction with brand’s products,
services, people, software, touchpoints, or other offerings.
 Brand Experience

Experiential shopping

Sensory Experience

Store, products, services, Brand Experiences

Experiential «moments»
Experiential «moments»

Play for the World

You Can’t Stop Us
Nike
Experiential «place»
Experience the Brand

Email
+
Call to Action
MARKETING COMMUNICATIONS: MEDIA, BRANDS,
CUSTOMERS….
Brand's Trends

A brand purpose is essentially a brand’s reason for

being beyond making money, it represents a brand’s
reason for being above sales and profit. It is why it
exists.

Brand purpose is not a brand promise (that may give

the buyer an idea of what to expect from the product or 2) Brand Purpose
service), because it goes way beyond that.

The brand purpose adds value not just to the

customers but to society as a whole.

Having a purpose shows customers that it’s not just

products or services for making a profit!
MARKETING COMMUNICATIONS: MEDIA, BRANDING,
CUSTOMER….
A must: Brand Purpose
 MARKETING COMMUNICATIONS: MEDIA, BRANDS,
CUSTOMERS….

1) Brand Experience 2) Brand Purpose

Brand Promise Brand Experience Brand Value Brand Purpose

Intangibile Tangibile Intangibile Tangibile
a) «Just» Advertising a) «Just» CSR
a) Stores, Media, Social a) Business and brand
b) Goals: Seduction, initiatives, cause-led
Media, Devices strategy by product,
Attention, Appeal and marketing, philanthropy
b) Goals: Relationship, service, employment,
Aspiration b) Goals: Talking about,
Collaboration, supply chain…
Engagement, Memory Being attractive, Arising Goals: Giving-back, Trust,
interest, Awareness Resonance, Inspiration

Working together while making tangible the intangible

MARKETING COMMUNICATIONS: MEDIA, BRANDS,
CUSTOMERS…. Customer's wants/needs
I don’t want to be tied! I want to choose and share!
Cord-cutting or cord-nevers attitude I want to be a hunter I don’t want to be interrupted!
On-demand attitude The void and the time

The void: the absence of an audience caused

by the loss of consumers in advertising

I don’t want to spend my time to have products

pushed while my time is being taken away!
Media uses and Multitasking

I want to pay exactly for what I use!

Value for money

I like to be entertained
Branded Content
MARKETING COMMUNICATIONS: MEDIA, BRANDS,
CUSTOMERS….
The paradox: Customer's
«Functional» Picture

A great amount of “ego” inside oneself

• Individualistic
• Well-informed
• «Active» customer
• Less acceptance of “overpromising” messages
• Pragmatic by «do ut des»
Time-stressed
MARKETING COMMUNICATIONS: MEDIA, BRANDS,
CUSTOMERS….
The paradox: Customer's «Emotional» Picture (Human)
People are motivated not only by logic, but also by
Mirror Effects
Touchpoints
emotions
Interactivity

Authenticity

• Searcher of emotions and experiences

• Believers on the «live-process» for consumption;
• Personal choices for affirming own taste and personality;
• Fascination with brand if it reflects cognitive, affective and personal values, and own lifestyle
• «Interactive» customer
• Looking for something that has to surprise, delight or it’s unexpected
• Rewarding for communication that respects intelligence of people
MARKETING COMMUNICATIONS: MEDIA, BRANDS,
CUSTOMERS….
March 3rd 2015
Love Has No Labels The Love Has No Labels campaign challenges us to
open our eyes to our bias and prejudice and work to
stop it in ourselves, our friends, our families, and our
colleagues.
Rethink your bias at http://www.lovehasnolabels.com

Share your #LoveHasNoLabels story by taking three

easy steps:
1) TAKE a video, or a photo using our Faces of
Love tool on http://www.LoveHasNoLabels.com.
2) TELL us what Love Has No Labels means to you.
3) SHARE your story and use #LoveHasNoLabels
to submit it to our gallery.

60.717.324 views
MARKETING COMMUNICATION: PROCESS
Pillars and Drivers

Mumbai | India
 COMMUNICATION PROCESS
The word communication is derived from the Latin word, communis, which means common.

Communication as process of transmitting information and common understanding

from something or someone to another person.

The main decision concerns «not if»

(we need or want to communicate) but
giving the right answer to these
Brand Communication needs to questions:
consider communication process’s
- Who,
key-components, key-elements as
- Why,
unforgettable «cardinal points»!
- To whom,
- What,
- How,
- When

??????????
MARKETING COMMUNICATION PROCESS
Traditional, old, vintage... but useful

Sender’s field of experience

Receiver’s field of experience

SOURCE encoding MESSAGGE decoding RICEIVER

SENDER CONTENT

CHANNEL

NOISE

feed-back response

Who - Why What, How, When To whom

MARKETING COMMUNICATION PROCESS
Who = Brand, people, salesman, CEO (on behalf of…)
SOURCE Why = Objectives & Outcomes
SENDER

Source Characteristics for effectiveness and persuasion

Credibility: At its simplest is the “believability” …it influences consumers’ behaviour and the receiver of
information

It’s relevant because of:

1) the receiver considers the source as credible when the information from it can be trusted,
2) previous studies examined the influence of source credibility on consumers’ intention to buy,
information adoption, information usefulness, and information credibility.

Four types of source credibility to pay attention to….:

MARKETING COMMUNICATION PROCESS
Four types of source credibility

• It arises from • It is based on

the source labels
assumptions
of the
perceiver
• Stereotypes,
Biases...
Presumed Reputed
“some car salesmen credibility credibility “Doctor” or “Professor”
have been known to be
generally dishonest”

Experienced Surface
credibility credibility
• It is based on a • It is assigned
user’s based on a user’s
experience inspection of
with a source superficial “judging a book
over time characteristics by its cover”
“client
references”
MARKETING COMMUNICATION PROCESS
Sources are judged as credible based on perception:
Competence/Expertise
- providing the correct information
- being able to competently make
and sell products or conduct
services to fully satisfy customer
needs.
Because the brand is:
- leader,
- category specialist,
- pioneer,
- ……
Many top brands excel in all dimensions of credibility
Characteristics of Source
Trustworthiness
Recipient’s degree of message
trust of the advice given by the
information communicator
The extent to which consumers
believe a company is motivated
to be honest, dependable, and
sensitive to customer needs
Because the brand represents:
- mother,
- scientist,
- child,
- ……
Homophily and Empathy Likability
The degree to which two or more The extent to which a brand is able
individuals who interact are similar in to gain attention and interest for
certain attributes (e.g. beliefs, education, the information
social status, lifestiles, values…) The extent to which consumers
Consumers feel the brand able to «put see a brand as fun, interesting,
their shoes», collaborate and partner attractive, prestigious, dynamic,
by social relationships between the and so forth — just worth
information source and the receiver spending time with
Because the brand uses: Because the brand owns:
- people, - personality,
- testimonials, - imagery,
- avatar, - characters,
- …… - ……
MARKETING COMMUNICATION PROCESS

Different Sources….

…different effects!
MARKETING COMMUNICATION PROCESS
Objectives/Goals & Outcomes = Brand & Marketing Communications

Marketing communication represents the «voice» of

the brand; it allows attractiveness, attention, dialogue
In terms of brand equity it means:
and relationship with consumers.

It can: generate or strengthen perceptions of brand

value (functional, emotional), making them visible,
nurture satisfaction, trust, loyalty, engagement and
positive word of mouth (references and stars for the
delivery-at-home)

Communication as «service» for brand must

contribute to build, develop and protect its equity
over time through various «general objectives/goals»:

brand awareness,
brand familiarity,
brand consideration,
brand purchase
brand loyalty
…
…
MARKETING COMMUNICATION PROCESS
Brand  Specific Outcomes & Goals

• Create brand awareness and salience. The foundation of all brands and marketing efforts is
creating awareness and ensuring that the brand is sufficiently salient and thought of in the right way
at the right times and right places (the brand is recalled easily and often because is associated with
a wide variety of cues—categories, situations, need states, and so on)

• Convey detailed brand information. Marketers must convince consumers of the advantages of
choosing the actual products or services identified with the brand. Persuading consumers about
brand performance requires that they appreciate the benefits of the products or services and
understand why the brand is able to better deliver those benefits in terms of supporting product
attributes, features, or characteristics that function as “proof points.”

• Create imagery and personality. Most successful brands have a duality—what they offer in terms
of tangible and intangible benefits. All kinds of user and usage imagery may be created in terms of
the type of person who uses the brand, when and where the brand could be used, and so on. Brand
personality reflects the human-like traits consumers attribute to a brand (e.g., sincerity, competence,
excitement; Aaker 1997) and influences how consumers view themselves and the brand
relationships/bonds that consumers form.

• Build trust. The consumer judge message and source for their credibility, expertise, likability,
authenticity, homophily, similarity (social media communications from friends and peers)
MARKETING COMMUNICATION PROCESS
Brand  Specific Outcomes & Goals

• Elicit emotions. The importance of emotional, social, and symbolic benefits and purchase
motivations for branded products has been relevant. Brands can increase their total perceived value From 1988
by adding such benefits to the usual functional/utilitarian ones. Brand messages can increase these
perceived “added value” benefits.

• Inspire action. Brand message information that is received, processed, and accepted may shape
brand preference and choice for consumers who still not lead to action and behavior (because of the
inherent disconnect that can occur between cognition, affect, and behavior) or are already favorably
predisposed to the brand.

• Instill loyalty. After actual consumption, consumers form an assessment of how satisfied they are,
in which their expectations are compared with their interpreted consumption experience, with the
latter itself being potentially influenced by marketing communications. Shaping satisfaction is part of
a larger objective of reinforcing loyalty and avoiding customer defections.

• Connect people. High consumption satisfaction should lead to brand repurchase behavior and
loyalty, but this may not, by itself, create brand advocacy. For WOM and brand advocacy to occur,
the consumer might need to engage and interact frequently with the brand and develop a sense of
“brand love”, arising in part from the brand becoming meaningful in a symbolic and emotional (not
just functional) manner. Furthermore, the brand might need to send consumers the types of brand
messages that would motivate them to pass these messages along to others.
MARKETING COMMUNICATION PROCESS
To Whom: Customer, User, Client, Audience, Target, Focus-target, ….
RICEIVER Customer, Customer Funnel, Customer Relationship by communications

Look at the customer….

a) IN THE THE MARKET… b) SEGMENTS OF «CONSUMER, BUYER, USER…»

Micro-
segments,
Focus-
target
Macro-
segments,
Target,
Segments,
Media-
audience...
Market,
Audience...
MARKETING COMMUNICATION PROCESS
Look at the customer funnel….

c) THE SEQUENCES OF
CONSUMERS’ BUYING
PROCESS

Although consumers
today «interact» with
d) THE CUSTOMER many media types, and
JOURNEY AND do so in more non-linear
COMPLEX PATH FOR and circular ways, it
MARKETING seems reasonable that
COMMUNICATION consumers still go
through a sequence of
steps or stages
COMMUNICATION PROCESS
Customer relationship (with brands) through a series of stages and by communications

1. Feels a need or desire for brand (at a category level)

2. Knows about brand (sufficient brand awareness in terms of Brand Advocacy
recall and recognition) Brand Loyalty
3. Actively considers brand (examines attributes and benefits) Brand Purchase
4. Searches for more information, learns more about it, and begins Brand Preference
to critically evaluate it (builds brand knowledge) Brand Consideration
5. Likes brand and has trust/confidence in it (has functional and
Brand Familiarity
nonfunctional brand associations)
Brand Awareness
6. Is willing to pay (more) for brand (high perceived brand value
based on functional, emotional, social, and symbolic benefits)
7. Chooses to try brand soon and knows where, when, and how
to get it (high desire to act)
8. Consumes brand (timing, frequency, and amount of
consumption)
9. Is satisfied with brand (has positive thoughts, feelings, and
experiences)
10. Is loyal repeat buyer of brand (both attitudinal and behavioral
loyalty)
11. Is engaged and interacts with brand (participates in both
online and offline brand-related activities)
12. Is an active advocate for brand (both offline and online with
social media)
MARKETING COMMUNICATION PROCESS
By using the distinctive strengths of the greater number of media choices available today, a
brand can potentially sequence them in more powerful ways to move consumers more
quickly along their journey or funnel than was ever possible before.

Each of the steps puts the consumer in a particular information-processing state of mind, which makes any
one media type more or less appropriate for deployment by the brand to satisfy that consumer’s information
needs and ensure movement to the next stage.
MARKETING COMMUNICATION PROCESS
What, How, When = The Context
MESSAGGE
How, When = The Channels and the media
CONTENT

CHANNEL
A small quiver of communication modalities
for multiple brand communication objectives:
- broadcast television ads to reach a large target
audience and make them aware of the brand and its
offerings;
- radio and outdoor ads to build and maintain brand
salience;
- print ads in newspapers and magazines to provide
details about the brand’s features and competitive
superiority;
- public relations (PR) for third-party credibility;
- newspaper coupons and co-op ads to offer limited
promotional price discounts and communicate points of
purchase;
- frequently mailed newsletters and catalogs to build
long-term relationships and loyalty
- ……
In addition to traditional media, a brand is blessed with a much
richer array of «communications possibilities»:
- reach (and send reminders to) a large number of consumers
through mass or targeted meta-ads/google-ads, banner or display
ads on thousands of websites, or paid and organic search ads
- use its own website, third-party websites, and bloggers or
influencers to provide persuasive content to create brand
preference;
-
offer short-term promotions through tweets and targeted e-
coupons;
- create online brand communities through its own and social
media–type web properties
Second-by-second media-usage-data allow for micro and dynamic
segmentation and targeting; media and message changes can be
made much more quickly.
MARKETING COMMUNICATION PROCESS

What, How, When = The Context

MESSAGGE What = The Content into the Context!

CONTENT

CHANNEL
Sender’s field of experience Receiver’s field of experience

MESSAGGE
CONTENT

encoding decoding

Effective communication is a two-way process that requires motivation, effort, ability and
opportunity by both sender and receiver
MARKETING COMMUNICATION PROCESS
What, How, When = The Context

CHANNEL P.O.S.E.

Even if brand messaging is less

under the marketer’s control, these
new ways of communicating
facilitate greater personalization of
message content, timing, and
location, enabling marketers to utilize
more media types to accomplish
specific brand communication
objectives.
WHAT DOES IT MEAN MANAGING MARKETING
COMMUNICATION PROCESS?
To Whom

When Why

Who, What, How

BRANDED CONTENT
WHAT DOES IT MEAN MANAGING COMMUNICATION
PROCESS FOR BRANDED CONTENT?
Marketing Communications
BRAND
Content
BRANDED
(intrinsic value)
ENTERTAINMENT
CONTENT
Created or produced by a brand for

CLIENT/BUYER

Aims to involve, engage and entertain specific people

Consistently with the brand values and goals
GOALS

Distributed via channels or media platforms (POSE)

CONTEX
T