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Integrating Digital Media and Branding

The Role of Communications and Media

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Learning Outcomes

At the end of this session, students should be able to;

• Explain the role of communications and media as part of a marketing mix

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The Elements of the Marketing Mix

Using the Internet to vary the marketing mixProduct Promotion Price Place People Process Physical

Evidence

• Quality• Image• Branding• Features• Variants• Mix• Support• Customer

service• Use occasion• Availability• Warranties

• Marketing comms

• Personal promotion

• Sales promotion

• PR• Branding• Direct

marketing

• Positioning• List• Discounts• Credit• Payment

methods• Free or vale

added elements

• Trade channels

• Sales support

• Channel number

• Segmented channels

• Individuals on marketing activities

• Individuals on customer contact

• Recruitment• Culture / image• Training and

skills• Remuneration

• Customer focus• Business-led• IT-supported• Design features• Research and

development

• Sales / staff contact experience of brand

• Product packaging

• Online experience

Chaffey and Ellis-Chadwick (2015)

Marketing communications is the key element of promotion and impacts on all other elements of the marketing mix.

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The Role of Marketing Communications

According to Fill (2013)

the main function of

marketing

communications is to

“engage audiences”.

DRIPA Example

Differentiate Moonpig established the personalised cards market, Funky Pigeon (owned by WH Smith) is a challenger differentiating on price and style.

Remind and reassure

Lloyds TSB Bank campaign ‘By Your Side’ giving customers confidence after negative PR on banks.

Inform Often used by Government bodies e.g. ‘Live well – eat 5 portions of fruit or veg a day’.

Persuade Cisco, large B2B networking provider, uses special events to retain clients and persuade others to switch to them.

Attitude change

Ryanair focusing on their customer service, rather than just cheap flights.

Fill (2013)

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Principle Communication Tasks

Task Example

Develop category need Apple and other new technologies

Impart information Government campaigns

Build brand awareness Intel – its tune to say ‘Intel inside’

Develop brand attitudes Samsung Galaxy – move away from the iPad

Brand purchase intention “Should have gone to Specsavers”

Purchase facilitation Amazon’s one click ordering

Post-purchase / customer reinforcement

Online retailers sending emails after purchase to share feedback, rate and like

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The Communications Mix

Fill (2013)

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How Does Communications Work?

Sender Message Receiver

Encode Decode

Feedback LoopBrassington and Pettitt, 2006

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How Does Advertising Work? Response Hierarchy Models

AIDA Hierarchy of Effects Information Processing

Cognitive (Learning)

• Awareness • Awareness• Knowledge

• Presentation• Attention• Comprehension

Affective (Feeling)

• Interest• Desire

• Linking• Preference• Conviction

• Yielding• Retention

Conative (Doing)

• Action • Purchase • Behaviour

Sources Strong (1925) Lavidge & Steiner (1961)

Mcguire (1976) Adapted from Belch and Belch (1996)

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Brand & Direct Response Advertising

Brand Awareness• Awareness & Acquisition• Multi-proposition• Main objective:

— Keep brand top of mind

• Offers contact opportunity

Tactical Direct Response• Acquisition only• Single proposition• Main objective:

— New business at acceptable costs per response

• Provides reasons to respond

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Emotional or Rational Communication Messages• Rational – logical,

considered, reasoned approach, often used in B2B or high involvement products.

• Emotional – low involvement products or where buying processes indicate feelings or emotions are crucial.

• For example: attraction, fun, wealth, fear , personal relationships, security, humour and entertainment

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Emotional and Rational Ad Examples

Rational Emotional

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CONTEXT ANALYSIS

COMMUNICATION OBJECTIVES

COMMUNICATION STRATEGY

INTEGRATED COMMUNICATION PLAN

• Budgets• Scheduling• Implementation

MarketResearch

• Key Issues

• Target Audience• Creative and Media Strategy• Push, Pull and Profile Strategy

Fill (2013)

The Communications Plan

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Bibliography

• Chaffey, D. and Ellis-Chadwick , F. (2015) Digital Marketing: Strategy, Implementation and Practice. Sixth edition, Harlow, Pearson.

• Fill, C (2013), Marketing Communications, 6th Edition, Pearson

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About the Oxford College of Marketing

Oxford College of Marketing is part of the Oxford Professional Education Group and is a leading marketing institute that provides exceptional practical marketing courses, qualifications and bespoke training solutions. We offer a range of professional sales and marketing qualifications, including; Chartered Institute of Marketing (CIM), CAM foundation, Institute of Sales and Marketing Management (ISMM) and University of California Irvine Extension (UCI). Our training courses are delivered through an extensive network of UK study centres and global partners as well as through our comprehensive online learning system to support our large number of distance-learning delegates. To find out more how we can help develop your marketing career, visit us at www.oxfordcollegeofmarketing.com.

You can also get in touch directly by emailing enquiries@oxfordpeg.com or by calling +44 (0)1865 515255.