The Role of Marketing Communciations and Media
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Transcript of The Role of Marketing Communciations and Media
1 Oxford Professional Education Group Ltd
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 [email protected] or by calling +44 (0)1865 515255.