MARKETING COMMUNICATIONS （MAN2094）教学：workshop_3.pptxVIP

WorkshopEarth Hour is a BrandWhat is Earth HourWhat Earth Hour is, is a symbol for the difference that every individual can collectively make to climate change. And, it is inescapable visual proof to world leaders that were all very serious about making sure that real change happens at every level (individual, business and government).Discussion- Earth Hour6-What were the keys for success for Earth Hour in building the brand? What were their brand values? What were their sources of brand equity? What other Touchpoints can you identify that could be developed by Earth Hour in support of their concept?“The Living Consumer”Source: Hakuhodo Institute of Life LivingPlanning for workshop 4Print advert analysis – choose a print advert and analyse it in terms of communication message (what the advert is trying to communicate with its target audience),?emphasis?how sender (source) to receive (customer) connectivity is?implemented.?Task1. Communication messageObjective of print adverting – emotional bonding or behaviour bonding2. Source connectivity How sender to receive connectivity implemented in print advertising to achieve communication objective. Students can go to the library or stay in class to work on workshop agendaInformation for workshop 4Emotional bonding with brandsEmotionsPersonalityProduct benefitsEmotional bonding with brandsThe McCann Erickson Worldwide advertising agency uses emotional bonding to assess how consumers feel about brands and the nature of any emotional rapport they may have them. The three levels of relationships consumer have with brands are based on:Ads%20help%20Consumers%20Recognize%20Problems2.jpgProduct benefitsAds%20help%20Consumers%20Recognize%20Problems2.jpg – how consumers think about brands with respect to product benefits. This occurs through a rational learning process.evoked%20set.jpgPersonality (or brand attitude) – the consumer assigns a personality to the brand (aggressive, adventurous, timid, etc.). This personality is determ