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Slide 2004 by Christopher Lovelock and Jochen Wirtz Services Marketing 5/E 5 - 1

Designing theCommunications Mix for Services

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Slide 2004 by Christopher Lovelock and Jochen Wirtz Services Marketing 5/E 5 - 4

Setting Clear Objectives: Checklist forMarketing Communications Planning ( 5 Ws)

Who is our target audience?

What do we need to communicate and achieve?

How should we communicate this?

Where should we communicate this?

When do communications need to take place?

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Slide 2004 by Christopher Lovelock and Jochen Wirtz Services Marketing 5/E 5 - 7

Word-of-mouth(other customers)

Marketing Communications Mix for Services(Fig. 10.4)

PersonalCommunications

Selling

Customer service

Training

Advertising

Broadcast

Print

Internet

Outdoor

Direct mail

Sales Promotion

Sampling

Coupons

Sign-uprebates

Gifts

Prizepromotions

Publicity &Public Relations

Pressreleases/kits

Pressconferences

Specialevents

Sponsorship

InstructionalMaterials

Web sites

Manuals

Brochures

Video-audiocassettes

SoftwareCD-ROM

Voice mail

Signage

Interior decor

Vehicles

Equipment

Stationery

Uniforms

CorporateDesign

Telemarketing

Word of mouth Trade Shows,Exhibitions

Media-initiatedcoverage*

Key: * Denotes communications originating from outside the organization

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Slide 2004 by Christopher Lovelock and Jochen Wirtz Services Marketing 5/E 5 - 8

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Slide 2004 by Christopher Lovelock and Jochen Wirtz Services Marketing 5/E 5 - 9

What is Brand Equity and Why Does It Matter?(From Berry, Cultivating Brand Equity)

Definition: A set of assets and liabilities linked to a brandsname and symbol that adds to (or subtracts from) theperceived value of the product

Insights

Brand equity can be positive or negative

Positive brand equity creates marketing advantage for firm plus value for customer

Perceived value generates preference and loyalty

Management of brand equity involves investment tocreate and enhance assets, remove liabilities

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Slide 2004 by Christopher Lovelock and Jochen Wirtz Services Marketing 5/E 5 - 10

A Service Branding Model:How Communications + Experience Create Brand Equity

Firms Presented Brand(Sales, Advertising, PR)

What Media, Intermediaries,Word-of-Mouth Say re: Firm

Customers Experience with Firm

Awareness ofFirms Brand

Meaning AttachedTo Firms Brand

Firms Brand Equity

Source: Adapted from L. L. Berry ( Fig. 1)

Marketer-controlled communications

Uncontrolled brand communications