APPLIED MARKETING Session 6. What are marketing communications? Marketing communications are the...
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Transcript of APPLIED MARKETING Session 6. What are marketing communications? Marketing communications are the...
APPLIED MARKETING
Session 6
What are marketing communications?
Marketing communications are the means by which firms attempt to inform,
persuade and remind consumers, directly or indirectly, about the products and brands
they sell.
IMC builds brands
Table 19.1a Common advertising communication platforms
• Print and broadcast ads• Packaging – outer and
inserts• Motion pictures• Brochures and booklets• Posters and leaflets• Directories
• Reprints of ads• Billboards• Display signs• Point-of-purchase
displays• Audiovisual material• Symbols and logos• Videotapes
Table 19.1b Sales promotion communication platforms
Contests, games, sweepstakes and lotteries
Premiums and gifts Sampling Fairs and trade
shows Exhibits Demonstrations
Coupons Rebates Low-interest
financing Entertainment Trade-in allowances Continuity
programmes Tie-ins
Table 19.1c Events and experiences platforms
Sports Entertainment Festivals Arts Causes Factory tours Company museums Street activities
Table 19.1d Public relation and publicity communication platforms
Press kits Speeches Seminars Annual reports Charitable donations
Publications Community relations Lobbying Identity media Company magazine
Table 19.1e Direct and interactive communication platforms
Catalogues Mailings Telemarketing Electronic shopping Blogs
TV shopping Fax Email Voicemail Websites
Table 19.1 Common communication platforms (continued)
Table 19.1f Other common communication platforms
Word-of-mouth marketing
Person to person Chatrooms Blogs
Personal selling Sales presentations Sales meetings Incentive programmes Samples Fairs and trade shows
Table 19.1 Common communication platforms (continued)
Figure 19.3 Response hierarchy modelsSources: aE. K. Strong (1925) The Psychology of Selling, New York: McGraw-Hill, p. 9; bR. J. Lavidge and G. A. Steiner, (1961) A model for predictive measurements of advertising effectiveness, Journal of Marketing, October, 61; cE. M. Rogers (1962) Diffusion of Innovation, New York: Free Press, pp. 79-86; dVarious sources
Figure 19.2 Elements in the communication process
Field of experience
Receiver’s
field
Sender’s
field
The communications process
Selective attention
Selective distortion
Selective retention
An ideal ad campaign
The right consumer is exposed to the message at the right time and place
The ad causes consumer to pay attention The ad reflects consumer’s level of
understanding and behaviors with product The ad correctly positions brand in terms
of points-of-difference and points-of-parity The ad motivates consumers to consider
purchase of the brand The ad creates strong brand associations
Designing the communications
Message strategy Creative strategy Message source Global adaptation
Advantages to parts of the marketing communications mix
Advertising Pervasiveness Amplified
expressiveness Impersonality
Sales promotion Communication Incentive Invitation
Public relations and publicity High credibility Ability to catch
buyers off guard Dramatisation
Events and experiences Relevant Involving Implicit
Advantages to parts of the marketing communications mix
Direct marketing Customised Up-to-date Interactive
Personal selling Personal interaction Cultivation Response
Word-of-mouth marketing
Credible Personal Timely
Advantages to parts of the marketing communications mix
Cost effectiveness by buyer readiness stage
Figure 19.5 Cost effectiveness of three different communication tools at different buyer readiness stages
Where is the problem?
Advertising objectives
How would you connect these with the Product Life Cycle?
Informative
advertising
Reminder
advertising
Reinforcement
advertising
Persuasive
advertising
Choosing among majormedia types
Target audience and media habits Product characteristics Message characteristics Cost
Slide 19.23
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Measures of audience size
Circulation Audience Effective audience Effective ad-exposed audience Unique visitors
Television
Advantages Reaches broad
spectrum of consumers Low cost per exposure Ability to demonstrate
product use Ability to portray image
and brand personality
Disadvantages Brief Clutter High cost of production High cost of placement Lack of attention by
viewers
Print ads
Advantages Detailed product
information Ability to
communicate user imagery
Flexibility Ability to segment
Disadvantages Passive medium Clutter Unable to
demonstrate product use
Print ad evaluation criteria
Is the message clear at a glance? Is the benefit in the headline? Does the illustration support the headline? Does the first line of the copy support or
explain the headline and illustration? Is the ad easy to read and follow? Is the product easily identified? Is the brand or sponsor clearly identified?
Print ad evaluation -- Stickiness Simplicity, Concreteness, Unexpectedness Credibility – details, statistics, sinatra test,
testible Emotions –imagine yourself, “They
laughed when I sat down at the piano, but when I started to play…”
Stories – Challenge (David and Goliath), Connection (do good story), Creativity (apple on Newton’s head)
Sales promotion tactics
Consumer-directed
Samples Coupons Cash refund offers Price offs Premiums Prizes Patronage rewards Free trials Tie-in promotions
Trade-directed Price offs Allowances Free goods Sales contests Spiffs Trade shows Specialty
advertising
Why sponsor events?
To identify with a particular target market or life style.
To increase brand awareness. To create or reinforce consumer perceptions
of key brand image associations. To enhance corporate image. To create experiences and evoke feelings. To express commitment to community. To entertain key clients or reward employees. To permit merchandising or promotional
opportunities.
Tasks aided by public relations
Launching new products Repositioning a mature product Building interest in a product category Influencing specific target groups Defending products that have
encountered public problems Building the corporate image in a way
that reflects favorable on products
Public relations functions
Press relations Product publicity Corporate communications Lobbying Counselling
Evaluating advertising effectiveness
Communication effect research Consumer feedback method Portfolio tests Laboratory tests
Sales-effect research
What is direct marketing?
Direct marketing is the use of consumer-direct channels to reach and deliver goods and services to customers without using market middlemen.
Direct mail
Catalogs
Telemarketing
Online promotional opportunities Websites Search ads Display ads Viral marketing Internet-specific
ads and videos
Sponsorships Social Media Online
communities Email Mobile marketing
Guerilla Marketing
Guerrilla marketing is an advertising strategy in which low-cost unconventional means (graffiti, sticker bombing, flash mobs) are utilized, often in a localized fashion or large network of individual cells, to convey or promote a product or an idea.
Viral Marketing Techniques that use pre-existing social
networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of viruses
It can be delivered by word of mouth or enhanced by the network effects of the Internet.
The key to effective viral: Create and execute an idea that's intriguing enough to get consumers to interact.
Slide 19.43
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Message source: Tipping Point Products and messages can spread like a
virus Only need a few people, but the right ones:
1. Connectors – know many people, highly networked, social glue, spread message
2. Mavens – information specialists, compulsion to help others make good decisions, data banks
3. Salespeople – persuasive
Place advertising
Billboards Public spaces Product placement Point-of-purchase