CHAPTER 12

MARKETING COMMUNICATIONS

CHAPTER OBJECTIVES

1. To set out marketing communication’s context.

2. To describe some marketing communication objectives.

3. To describe the marketing communication process.

4. To discuss how a marketing communication plan is developed.

5. To consider the nature of marketing communication research.

CHAPTER SUMMARY

This chapter considers the nature and role of marketing communications.It begins with a look at the marketing communication process and setsmarketing communication in the marketing context. It then discussesvarious marketing communication objectives and investigates variousmethods of setting the budget. The role of the target-audience in anumber of decisions are explored and finally the chapter looks at thefuture of marketing communication.

ANNOTATED LECTURE OUTLINE

Point 1 - Introduction.

In the past a number of terms have been used in the field of marketingcommunications the most common of which appear to be ‘advertising’and ‘promotion’. The origin of these two words help us to define whatmarketing communications entails, namely the pushing forward ofproducts or services and the turning of the consumer towards the productor service. Once these two elements are met there is a chance of a sale.Marketing communications includes a number of elements that make upthe marketing communication mix: advertising, personal selling, salespromotion, publicity, direct marketing and cybermarketing.

Point 2 - The marketing communication process.

The marketing communication process can be very complex but it isbased on the universal model used in all forms of communication whichincludes a sender, the message, receivers, a medium and, in the case oftwo-way communication, feedback. However, this universal model needsto be presented in the context of marketing communications in order thatits relevance to marketing is understood. The purpose of a marketingcommunication campaign can best be described by reference to thehierarchy of communication effects represented by a four phase model.

Point 3 - The marketing context of marketing communication.

Marketing communication is an element of the marketing mix and assuch is probably the most visible. Being part of the marketing mix meansthat as a variable it should never by managed in isolation from the otherelements. This means that in terms of planning the marketingcommunication plan should be aligned with and supportive of both theshort-term and long-term objectives of the wider marketing plan. Themarketing communication plan will contain a number steps.

Point 4 - Marketing communication objectives.

These objectives are derived from the marketing objectives and there is aclear distinction between them. Marketing communication objectives canbe formulated from the answers to four basic questions and there are anumber of guidelines that will help this formulation.

Point 5 - Budgeting decisions.

Once the objectives have been set the budget can be determined by anumber of methods which can be broken down into two approaches: top-down and bottom-up. There is no universally accepted norm fordetermining the marketing communication budget although there is agrowing use of the objective and task method.

Point 6 - Target audience decisions.

The most crucial decision in any marketing communication campaign isdeciding which group of consumers to target. All other communicationdecisions will flow from this. It is accomplished through the use ofmarket segmentation and requires a five step approach. Once the targetaudience has been defined communication mix decisions can be madeconcerning the appropriate use of a variety of methods. Creative andmedia decisions can then be made.

Point 7. Marketing communication research.

Marketing communication research forms part of the overall marketingresearch programme carried out by an organization. Its aim is to ensurethe value of marketing communication expenditure in terms ofeffectiveness. It can be carried out by means of both pre-and post testingmethods.

Point 8 - The future of marketing communications.

There have been a number of recent trends in marketing communicationsand in the future a number of new trends are set to have an impact themost important of these is digital technology encompassing computing,telecommunications, and television.

Point 9 - Conclusion.

Marketing communications is the most visible of any of the marketingmix variables. It is of vital importance that any communication activity isset in the context of the overall marketing strategy. It involves the settingof its own objectives and budget which should be soundly based on thetarget audience as should the marketing communication mix decisions.Marketing communication research should be used to establish theeffectiveness of the communications strategy. All marketingcommunication practitioners should be ready to capitalise on any futuredevelopments in the field of communications.

Answers to the discussion questions:-

1. It is described as a process because it moves people forward. Thecomponents are described in section 2.1 pp272. Students should beencouraged to discuss the interrelationship that exists between eachcomponent, e.g. without a source there is no message, etc.

2. It is not a linear process because there needs to be feedback if themessage’s effectiveness is to be established. This can bedemonstrated with any form of communication. Assessing whetherthe message has got through can only be achieved by feedback ofsome sort. Why do lecturers ask questions of their students?

3. The elements of the plan are discussed in section 3.1 pp 274.

4. Marketing objectives refer to what is to be accomplished by theoverall marketing programme and are usually stated in terms of sales,market share and profitability. Marketing communication objectivesare concerned with creating awareness and image, or developingfavourable attitudes.

5. These are mostly defined in Section 6 pp279. They need to bedescribed without the use of marketing terminology.

Suggested activities:

1. Write a communications plan following the steps given in Section3.1.3. for the launch of a new breakfast cereal. You need to clearlyidentify who your target market is, and what brand image you whichto create.

2. Select a marketing communication campaign of your choice. Whatare the objectives of the campaign, who is it aimed at, what methodshave been used and how effective do you think it is. Present yourfindings to the rest of your group.

3. As a group, debate the issues for and against the advertising of suchproducts as cigarettes or alcohol.

MINI CASE

Good stuff delicatessen

Students should consider an effective segmentation, targeting andrepositioning strategy for Good Stuff. There should be a clear distinction

between the two sets of objectives which should be SMART (specific,measured, achievable, realistic and time constrained). They should give aclear and precise description of the target market including demographics,lifestyle, etc. The budget approach should be realistic and fully justified.The communication mix should support fully the objectives and the targetaudience selected. It should be focused on customer retention and loyaltyand the type of media selected should be appropriate to the objectives andtarget audience. The message should fit the overall repositioning of thechain.