Marketing for MOST Module 09 – Marketing Communication Strategies Ritsumeikan Asia Pacific...
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Transcript of Marketing for MOST Module 09 – Marketing Communication Strategies Ritsumeikan Asia Pacific...
Marketing for MOSTModule 09 – Marketing Communication Strategies
技術経営コンソーシアム
開発担当者 : Ritsumeikan Asia Pacific University 教授 : Takamoto, Akihiro
更新日 October, 2003
Marketing for MOST: 9 – Marketing Communication Strategies
Module 09: Communication Strategies
1. The fourth P
2. Communication Process
3. Designing and ManagingIntegrated Marketing Communications
4. Identifying the Target Audience
5. Determining the Communication Objectives
6. Designing the Message
7. Selecting the Communication Channels
8. Establishing the Total Communication Budget
9. Deciding on the Communication Mix
10. Advertising
11. Sales Promotion
12. Public Relations and Publicity
13. Personal Selling
14. Direct Marketing
15. Integrated Marketing Communications
16. Keynesian Beauty Contest
17. Discussion
Marketing for MOST: 9 – Marketing Communication Strategies
1. The 4th P : Promotion
• The 4th “P” = Marketing Communication
• Communication is “Who says What to Whom through Which Channel with What Effect.”
Marketing for MOST: 9 – Marketing Communication Strategies
2. Communication Process
Marketing for MOST: 9 – Marketing Communication Strategies
2. Communication Process
Marketing for MOST: 9 – Marketing Communication Strategies
3. Designing & Managing Integrated Marketing Communication
• Preparatory Stage
1. Review the Marketing Objectives
2. Review the Marketing Mix
3. Review the Marketing Communications environment
Marketing for MOST: 9 – Marketing Communication Strategies
3. Designing & Managing Integrated Marketing Communication
• Design Stage
1. Identify the Target Audience
2. Determine the Communications Objectives
3. Design the Message
4. Select the Communications Channels
5. Establish the Total Communications budget
6. Decide on the communication Mix
Marketing for MOST: 9 – Marketing Communication Strategies
3. Designing & Managing Integrated Marketing Communication
• Implementation stage
1. Measure the communications results
2. Manage and Coordinate the Integrated marketing Communications process
Marketing for MOST: 9 – Marketing Communication Strategies
4. Identifying the Target Audience
• Who is your target audience?
– There is More to seeing that meets the eyeball!
Marketing for MOST: 9 – Marketing Communication Strategies
4. Identifying the Target Audience
Ref: Betty Edwards, “Drawing on the Artist Within”
Marketing for MOST: 9 – Marketing Communication Strategies
4. Identifying the Target Audience
Ref: Betty Edwards, “Drawing on the Artist Within”
Marketing for MOST: 9 – Marketing Communication Strategies
4. Identifying the Target Audience
Ref: Betty Edwards, “Drawing on the Artist Within”
Marketing for MOST: 9 – Marketing Communication Strategies
5. Determining the Communication Objectives
• A I D M A model
Attention >> Interest >> Desire >> Memory >> Action
Marketing for MOST: 9 – Marketing Communication Strategies
6. Designing the Message
• What to say (Message Content)
– Appeal theme, idea, or unique selling proposition
– Three types of appeals: rational, emotional, and moral
– How to say it logically (message structure)
– How to say it symbolically (message format)
• Carefully choose words, sound, color
– Who should say it (message source)
• Credibility and trustworthiness
Marketing for MOST: 9 – Marketing Communication Strategies
7. Selecting the Communications Channel
• Personal Communication Channels (advocates, experts, social channels0
– The power of “word of mouth”
– Non-personal Communication Channels
• Media (print, broadcast, electronic, display)
• Atmosphere
• events
Marketing for MOST: 9 – Marketing Communication Strategies
8. Establishing the Total Communication Budget
• Percentage of Sales method
• Competitive Parity method
• Objective and Task method
Marketing for MOST: 9 – Marketing Communication Strategies
9. Deciding on the Communications Mix
Advertising
DirectMarketing
Personal selling Public relations & Publicity
Sales Promotion
Marketing for MOST: 9 – Marketing Communication Strategies
9. Deciding on the Communications Mix
RelativeEffectiveness
PersonalSelling
Sales Promotion
Direct MarketingPublic Relations
Advertising
Unit PriceUnit Price
Unit Price
LowSimple
Large
HighComplicated
Small
Relative effectiveness of Communication Tools
Marketing for MOST: 9 – Marketing Communication Strategies
9. Deciding on the Communications Mix
RelativeEffectiveness
PersonalSelling
Sales Promotion
Direct MarketingPublic Relations
Advertising
Unaware Action
Marketing for MOST: 9 – Marketing Communication Strategies
9. Deciding on the Communications Mix
• Communication Mix and Communication Objectives
– Consumers are seeking information
• Consumers are NOT seeking info
Increaseawareness
Action
PR
Corporate Adv.
Trade Adv.
Tactic adv.
Sales Promotion
Personal Selling
Yellow Book
Strategic Image Adv.
Marketing for MOST: 9 – Marketing Communication Strategies
9. Deciding on the Communications Mix
• PUSH OR PULL
– Do you like to PUSH
– Or to be PULLED
Marketing for MOST: 9 – Marketing Communication Strategies
9. Deciding on the Communications Mix
Producer Wholesaler Retailer Consumer
Producer Wholesaler Retailer Consumer
Flow of communication
Flow of product
Flow of order
PUSH Strategy
PULL Strategy
Marketing for MOST: 9 – Marketing Communication Strategies
10. Advertising
• Public Presentation
• Pervasiveness
• Amplified Expressiveness
• Impersonality
• Advertorial = Advertsing + Editorial
• Infomercial = Information + Commercial
Marketing for MOST: 9 – Marketing Communication Strategies
10. Advertising Continued…
• Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.
Message Media
MoneyMeasurement
Mission
Advertising
Marketing for MOST: 9 – Marketing Communication Strategies
10. Advertising Continued…
MISSION(Advertising Objective)
To Inform
To Persuade
To Remind
Marketing for MOST: 9 – Marketing Communication Strategies
10. Advertising Continued…
• What is your Target?
Marketing for MOST: 9 – Marketing Communication Strategies
10. Advertising Continued…
DAGMAR not DAGGER!
• Defining Advertising Goals for
MEASURED ADVERTISING RESULTS!
• (Russel H Colley)
Marketing for MOST: 9 – Marketing Communication Strategies
10. Advertising Continued…
• DAGMAR
1. Advertising Goals are virtually always communication goals
2. Goals should be written down
3. Advertising should be measure in terms of effects not exposure
4. Advertising operated through a hierarchy of communication effects
Marketing for MOST: 9 – Marketing Communication Strategies
10. Advertising Continued…
• DAGMAR
5. Creative planning considerations should come before media decisions in the advertising planning process
6. Benchmark measurements should be developed before the campaign is implemented.
7. Specific criteria must be developed.
Marketing for MOST: 9 – Marketing Communication Strategies
10. Advertising Continued…
• The Colley DAGMAR Hierarchy of Communication effects:
Unawareness
Awareness
Comprehension
Conviction
Action
Countervailing Forces
Marketing Forces (Moving people toward buying action)
Marketing for MOST: 9 – Marketing Communication Strategies
10. Advertising Continued…
• Advertising Task Checklist
– This checklist is a “thought starter” in developing specific advertising objectives. It can be applied to a single ad, a year’s campaign for each product, or it can aid in developing a company’s entire advertising philosophy among all those who create and approve advertising.
• Russel H Colley
• …
Marketing for MOST: 9 – Marketing Communication Strategies
10. Advertising Continued…
• Advertising task checklist
1. To what extent does the advertising aim at closing an immediate sale?
2. Does the advertising aim at near-term sales by moving the prospect, step by step, closer to a sale ( so that when confronted with a buying situation the customer will ask for, reach for, or accept the advertised brand?)
3. Does the advertising aim at building a “long range consumer franchise”?
4. Specifically, how can advertising contribute towards increased sales?
5. Does the advertising aim at some specific step which leads to a sale?
Marketing for MOST: 9 – Marketing Communication Strategies
10. Advertising Continued…
• Advertising task checklist - continued.
6. How important are supplementary benefits of end use advertising?
7. Is it a task of advertising to impart information needed to consummate sales an build customer satisfaction?
8. To what extent does the advertising aim at building confidence and good will for the corporation?
9. Specifically, what kind of images does the company wish to build?
Marketing for MOST: 9 – Marketing Communication Strategies
10. Advertising Continued…
• Advertising = Creative + Media
• Creative = Copy + Visual + Sound
INTERESTINFORMATION
IMPULSION IMPACT
IDEA
CREATIVE
Marketing for MOST: 9 – Marketing Communication Strategies
10. Advertising Continued…
• Message execution styles
– Slice of Life
– Lifestyle
– Fantasy
– Mood or Image
– Musical
– Personality symbol
– Technical expertise
– Scientific Evidence
– Testimonial Evidence
– (by Philip Kotler)
Marketing for MOST: 9 – Marketing Communication Strategies
10. Advertising Continued…
• Twelve kinds of advertising executions– By William M Weilbacher
1. Factual: straightforward Statement
2. Factual: Provocative or intriguing statement
3. Product comparison
4. Demonstration
5. Still Life
6. Metaphor: imputed qualities
7. Dramatization
8. Spokesperson
9. Testimonial
10. Borrowed Interest
11. Humor
12. Hyperbole
Marketing for MOST: 9 – Marketing Communication Strategies
11. Sales Promotion
• A diverse collection of incentive tools, mostly short-term, designed to stimulate quicker and or greater purchase of particular products/services by consumers or the trade.
• (Blattberg and Neslin)
Marketing for MOST: 9 – Marketing Communication Strategies
11. Sales Promotion
• Consumer Promotion
– Samples, Coupons, Rebates
– Price Packs, Premiums
– Novelties, Specialty advertising items
– Contests, Sweepstakes, Games
– Trading stamps,
– Product warranties
– Tie- in promotions, cross promotions
– POP (Point of Purchase Displays)
– Trade Shows.
Marketing for MOST: 9 – Marketing Communication Strategies
11. Sales Promotion
• Trade Promotion
– Price-off
– Allowance
– Free goods, deals
– Trade shows
Marketing for MOST: 9 – Marketing Communication Strategies
11. Sales Promotion
• Sales Force Promotion
– Sales contests
– Sales meetings
– Sales incentives (bonuses)
Marketing for MOST: 9 – Marketing Communication Strategies
12. Public relations and Publicity
• Press Relations
• Corporate Communications
• Events and Exhibitions
• Paid and unpaid publicity• (advertorial, infomercial etc)
Marketing for MOST: 9 – Marketing Communication Strategies
13. Personal Selling
• If you make a guy feel important, he’ll take his wallet out and say, “Here, take what you want.”
– (TWA Magazine)
Marketing for MOST: 9 – Marketing Communication Strategies
14. Direct Marketing
• Direct Marketing is an interactive marketing system that uses one or more advertising media to effect a measurable response and / or transaction at any location.
Marketing for MOST: 9 – Marketing Communication Strategies
14. Direct Marketing Continued…
• One Step type and Two Step Type
Direct Response
Advertising
ProspectiveCustomers
Objective: Lead Generationi.e. Get responses
1st 2ndmessage
message
message
Direct mailDirect mailTele marketingTele marketing
response
Marketing for MOST: 9 – Marketing Communication Strategies
15. IMC (Integrated Marketing Communication)
• Maximize communications impact through consistent, seamless, and optimum integration of marketing communication mix.
SPSP
ADVADV
DMDM
PSPS
PRPR
CustomerCustomer
Marketing for MOST: 9 – Marketing Communication Strategies
15. IMC Continued…
• Mass Marketing
– Customer Getting
– Transation
– Promotion
– Market share
– To Automate
– Management
– Cure
– Monologue
• One to One Marketing
– Customer Keeping
– Relationship
– Customer service
– Customer share
– To informate
– Empowerment
– Care
– Dialogue
Marketing for MOST: 9 – Marketing Communication Strategies
15. IMC Continued
• Relationship Marketing
Seller Buyer
Sales Department
Buyer
Seller Buyer
Seller
Marketing for MOST: 9 – Marketing Communication Strategies
15. IMC Continued
(Theodore Levitt,Marketing Imagination)
Marketing for MOST: 9 – Marketing Communication Strategies
16. Keynesian Beauty Contest
• The reason it is called a beauty contest game is because of the strong resemblance it bears to the newspaper beauty contests discussed by John Maynard Keynes (a famous English Economist) some 60 years ago - a collection of women’s faces would be printed in the newspaper, and the object of the game was to pick the ones that would be rated “prettiest”. So one should not vote for the faces he or she truly thought were prettiest, or even the ones he or she thought most people would think were prettiest, but the ones that one thought most people would think that most most people would think were the prettiest, or even at higher orders.
Marketing for MOST: 9 – Marketing Communication Strategies
Practice
• Choose a number of print ads or TV commercials and settle on the best three advertisements doing the Keynesian Beauty Content in your class.
• How do you interpret the outcome?
Marketing for MOST: 9 – Marketing Communication Strategies
17. Discussion
• A) Read the students comments in the file COMMENTS.PDF. How do you respond to them?
• B) What are your own comments on the contents of this module?