Image- and brand advertising is about leaving an indelible image in the minds of a target audience. The objective connected therewith is the usual, to sustainably increase one’s own business volumes.
Image building is a complicated and time-consuming task. It can be subdivided into the following steps:
- Ascertain actual-situation: How does the target audience perceive the company, product and the brand respectively?
- Set effective goals: How should the target audience perceive the company, product and the brand respectively?
- Define the message: What message supports the effective goals?
- Create communication channels: Using which media the target group will be reached?
- Determine total budget: How much image advertising can cost at most?
- Carry out communication
- Measure results: Were the measures successful?
A tool, which should be mentioned separately in this context, is the Customer Magazine. Thereby, it is more than a special form of print mailing. As it happens that 50% of the top 500 companies in Germany are already using customer-/employees magazines.
The email newsletter should actually be a further development of the professional customer magazines, which, admittedly, is rarely the case in practice.
Exactly as in the case of increasing brand awareness, the combination of several communication tools plays a special role even here. Thus, a greater coverage is indeed achieved with TV and radio, but, above all, the complex issues (for example, arguments pro/contra nuclear power) could be explained only superficially here. Therefore, internet addresses are willingly inserted in the spots. The interested party can then conveniently gather detailed information from the site or even leave his contact details on the site.
The selection of the correct tool for the image- and brand advertising can be presented as follows:
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| Important features when selecting the tools |
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| Dialogue ability |  | |
| Personal approach | | |
| Presentation possibility |  | |
| Combinability | | |
| Speed | | |
| Response measurement | | |
| Low contact costs | | |
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| Suitable tools and response elements |
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| Field work |  | |
| Direct Mail | | |
| Catalogue | | |
| Phone | | |
| Email | | |
| SMS | | |
| MMS | | |
| E-Coupons |  | |
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