Marketing communication: principles and practice

S O C I A L C O M M U N I C A T O R
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Brand identity
Brand name, logo and slogan 
Can confuse consumers and 
can create a mental bond 
buyers
between the product and the 
problem or unsatisfied need
Packaging
Can reinforce corporate and 
product identity and add value Can be wasteful
Point-of-purchase 
Can influence consumers
Can be expensive and may 
materials
have only single episodic 
impact
Merchandising
Can generate income in its 
Can be seen by consumers 
own right – customers pay for 
as exploitative
your advertising
Word-of-mouth
Doesn’t cost anything (usually 
A failure can be very costly 
because it is not invested in!)
to reputation and purchases
Corporate identity
Can differentiate provider so 
May conflict with product 
as to stand out from the crowd
values
Internal communication
Coordination of the value 
May distract attention from 
chain system for designing, 
customer value
producing, and delivering 
customer value
New media – the Internet
Personal media obviate the 
May be a fad that excludes 
need for advertising
some important 
stakeholders
Note: 
a
To both marketers – providers and consumers
BOX 7.3
TAKE A SPIN ONLINE
a
Introduced in early 2000, the interactive personal website is designed to provide a
‘one-stop shop’ for all the motoring needs of Peugeot owners. Registered users can
access their own ‘My car’ profiled site to:
• receive e-mail notices in advance of service due dates;
• be notified of renewal dates for car tax, insurance, and MOT;
• order information on the latest finance deals and product offers;
• request car brochures and current prices;
• arrange a test drive;
• buy accessories online;
• get a valuation of their car from 
Glass’s Guide
• get tailored information on a range of topics, including traffic news, hotel guide,
etc.;
• request a call from the call centre.

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