1: Marketing

Communication
Integrating Marketing Communications
 Marketing Communications Mix
(Promotional Mix) Tools
Mix depends on:
Sales
Advertising
Promotions resources/budgets
cost of promotional tools
Other Publicity/PR Personal market size &
& Media Relations Selling
concentration
customer knowledge &
Direct WWW/Internet information needs
Marketing Marketing
nature of product
Sponsorship
Push vs. Pull strategies

Communication goes beyond “methods”. Product design,

price, packaging & retailers ALL communicate to buyers
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 advertising public relations sales promotion personal selling

press
ambient releases sales calls
ads exhibitions

press ads corporate identity telesales

TV ads
tele-
radios ads database marketing marketing

outdoor ads
internet marketing
mobile
Activities
transport
inside transport & messages
advertising outside transport 3
 Trend towards more “narrowcasting”

 some mass markets have fragmented

 focus programmes on micro-markets
 e.g. media fragmentation & proliferation of TV, radio, magazine
channels, WWW catalogues, coupons etc
 shift to micro-segment, one-to-one & viral

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 Communications elements

idea
meanings
code decode

Methods/media

Promotional mix
Which channels/media?

sender receiver

Confused & conflicting messages –

from a “Babel of sources?”
IMC to cut thru the noise 5
 Integrated Marketing Comms
Fragmentation & Disintegration

 many messages, many different media sources (many

agencies for TV, radio, WWW, magazines etc)
 WWW isolated from mainstream marketing activities ?
 but ….consumers don’t compartmentalise
 they get confused with different messages !
 IMC to tie together & reinforce all images & messages
across all venues

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 Communications elements
(Shannon & Weaver)
facts, opinions, Perception of Tx & the
emotions, information, opinions,
intentions predispositions,
evaluation of Rx Noise: physical, psychological impressions,
capacities

Tx Rx
Code channel - method/medium Decode

 purpose
 situational factors Other Barriers
 Symbols
 simplex, half-duplex, duplex  richness of medium
 Rules for use  information complexity & GIGO
 channel capacities & audience  message overload
 Technology  selectivity (out/in filtering)
 message formulation
 Culture  sequencing (good/bad news)
 feedback  perception
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 Marketing Communication Model
Its not the product
it’s the presentation
Communication select for ability to
Channels reach desired
• promotion mix audience
Promotion • advertising
budget, • Personal selling
• sales promotion
objectives,
• publicity
messages
Other elements
Consumer
Marketer • product,
sourcing of Audiences
Tx Rx
supply, brand,
package, price,
• distributors
• hard & soft data
& information
Results
• sales
• communication
• attitudes
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 Gorilla Drums

2007 Cadbury’s gorilla drummer promoted Dairy Milk

brand. A risky strategy but a huge TV & viral marketing
hit. Why? Interpret the message.

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A new client approaches you …

ve consultant - analyses
what they are spending
on Media.
You do the market
research & advise them
on the scope for
improvement.

Illustrative Global shares of

display advertising revenue
Source: ZenithOptimedia

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 Communications Effectiveness?
Market Research Communication research
 Who do we selling to?  What do we communicate to our
 Who could we sell to? customers & how?
 Who else sells to our  How do they see us, our
customers? Competitively? products, services? Our position,
Non-competitively?
benefits, trust, reliability,
 Who do our customers sell
mutuality?
on to?
 How do we sell & how
 What information do we need to
well? Alternatives? give them ? How ?
 How do our customers  How do we communicate our
buy? value-added USPs, quality,
 What do they buy from us? security
When, where & why?  How effective is our marketing
 Why do we sell what we information system?
do?
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 Two media development sequences …
Agency team …
advertising or new WWW design project
documentary project
•client approach
Identify & understand target audience •requirements
analysis
•costed
Define “promotional objectives” proposal/contract
•systems analysis
•off-the-self or
custom solution ?
The message … copy Media channels
•costed
proposal/contract
Agree a budget for “the project” •prototyping /system
devel
•client approval &
Plan & implement “the project” (campaign)
testing
•launch
Evaluate project (the advertising) effectiveness
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 Promotional mix - 1

Advertising
 awareness building by target
 repetition for brand positioning Direct marketing
e.g. on TV  Leaflets, junk mail, spamming ?
 can’t close the sale  personalised?
 aid sales effort  individual targeting e.g. repeat
 legitimize company & products visits, respond to an appeal
 impersonal: lacks flexibility &  measurable short-term success
interaction
 continuous relationship thru
periodic contact
Personal selling  activities less visible to
 Interactive: Q&A competitors
 adaptable  response rates often low
 build relationships  poorly targeted? Can annoy
 opportunity to close the sale
 Sales calls are costly

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 Promotional mix - 2
Internet promotion Publicity PR
 global reach, low cost  credible messages from 3rd

 measure, analyse hits parties

 readership > adverts in trade
 dialogue between companies,
customers & suppliers publications
 Lose control: press release
 catalogue updates & prices

 searching for & buying stuff

may be lost & content
distorted
 avoids negotiating & arguing
with salespeople
Sponsorship
 useful for branding & publicity
Sales promotion  goodwill links + business
 incentives – to boost sales
partners
 effects may be only short  local community & society in
term general
 over use of e.g. BOGOFs, may  popular - fragmentation of
worsen brand image traditional media

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 Promotional mix - 3
Fragmentation & coordination
RSS & www Widgets
RSS (Rich Site Summary) feeds
 format for delivering dynamic WWW content
 News sites, weblogs & publishers’ syndicate messages Video

 postings across multiple medias/audiences

 user control over information to view

 generates in-bound visits

www Widgets
 on-screen tools (code) installed within WWWpage using e.g.
DHTML, JavaScript, Adobe Flash.
 (clocks, auction-tickers, stock market tickers, flight arrival

information, daily weather etc).

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 Pulling and Pushing Strategies

Pull
 seller promotes to

stimulate demand,
exerts pressure on
distribution channel
Push
 promote first

(personal selling?)
to marketing
channel members,
become involved in
promotion to end-
user.
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 Why Advertising?

 reach large geographically dispersed masses

or a niche.
 offers repetition & targeting
 builds awareness, image, positioning
 uses artistic & dramatic possibilities
 can be expensive, impersonal, one-way
 media fragmentation & specialisation makes
difficult to find specific audiences

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 Advertising decisions

Communications
& sales
objectives
Messages
Strategy,
content, style,
Budget images, execution Evaluate
affordable? campaign
as %-of-sales? Media decisions Comms & sales
competitive-parity The “reach”,
(collective frequency, types,
wisdom)? timing &
Promotion war ? associations
Zero-based

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 Advertising objectives
 based on target (segment),
positioning, marketing mix.
 the job that advertising must do in the

programme
 informative advertising
 our new product, USPs, new uses, prices &
offers, how it works, services, reassurance,
build image
 persuasive
 build brand preferences, switch to us, tickle
customer’s perception about product attributes,
buy now, call us
 reminder
 You’ll need us soon, buy it here, when you are
old, top-of-mind awareness
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 Developing Advertising Strategy
Elements:
 creating the messages
 selecting the media
Media planning vital given
fragmentation, costs &
segment strategies
Absolut schedule involved
 100 mags, theatre
playbills, postcards, cities

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 Advertising & Buyer-Readiness
Stages on the way to a what stage is our good or service
consumer adopting a good at … in the mind of the customer?
or service  most suitable promotional
message or medium for a
1.awareness of its existence marketing campaign.
2.knowledge of its benefits
3.initial interest tickled AIDA - steps in selling
Attention, Interest, Desire,
4.preferences over
Action
competing products rise
5.convinced of suitability for 1.make the “prospect” aware of product
2.foster the interest they show
purpose 3.stimulate desire to buy & possess
6.purchase. 4.encourage action to purchase.

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 Creating the Advertising Message
 what is your message?
 straightforward information, appeal &

benefits + positioning points ?

 creative concept - brainstorming

 bring the message to life

 KISS, complex, symbolic ?
 Who does it …. Copywriter & Art
Director
 gain & hold attention:
 informative, imaginative, entertaining,
rewarding
 how many adverts per day hit you?
 attracting attention is difficult

 break thru clutter & proliferation

e.g. TV channels
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Advertising on the Edge

Art as Antibody 23
 Designing a Message
 So …AIDA framework guides
message design
 attention, interest, desire, action
 Message content  Rational appeals
 Emotional appeals
 information, appeals, themes to
produce desired results   Love, pride, joy,
humor, fear, guilt,
 Message Structure: example issues shame
 sequence of information/argument  Moral appeals
 whether or not to draw a conclusion
 one-sided vs. two-sided argument
 Message Format:
 design, layout, information
packing, colour, shape,
movement, words, symbols,
sounds, voice, body language,
dress, etc
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Nike examples

40% off these? Dream on...

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 Message Styles
 some approaches:
 slice of life
 lifestyle

 fantasy

 mood or image

 music

 personality symbolism

 Business excellence

 technical expertise

 scientific evidence

 testimonial evidence or

endorsement
 other ????

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 Selecting Advertising Media

Reach.
 % of people exposed to
the advert
Frequency.
 Number of times a
person is exposed to
advert (sees it)
Media impact
 the qualitative value of a
message exposure thru
chosen medium
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 Choosing Media Type
 What are the characteristics of:
 newspapers, magazines, TV, radio,
outdoors, direct mail, online etc in terms of
reach, frequency & impact ?
 account for
 media habits of your target consumers
 the nature of the product
 type of message
 costs
 Media vehicles-- specific media within
each general media type
 TV: ITV. Sky, Five, Channel 4, Virgin etc
 Media timing – schedules, seasons,
patterns (even continuity or pulsing
(bursts))
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 Brand – “message associations”
Message values transferred
to sponsor
healthy, young, energetic, fast, vibrant,
Sports masculine

Highbrow sophisticated, elite, discriminating,

arts upmarket, serious, pretentious

young, accessible, fun, friendly, current,

Mass arts innovative, commercial, chav …. Really?

Social causes admirable, concerned, caring

intelligent, commitment

Environment caring, concerned, anti exploitation,

programmes altruism
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 Channel Associations & Performance

Judge John
Deed - Alibi

http://www.idigitalsales.co.uk/insight/channel-site-research/alibi

http://www.idigitalsales.co.uk/insight/case-studies

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 Policy & Ethical Issues in
Advertising & Direct Marketing
Advertising should be
 legal, decent, honest, truthful
Advertising Standards Authority
 administers UK codes of practice
 codes can be broken
 misleading advertising e.g. exaggerated claims &
misrepresentation in message
 See ASA cases

“Train hard, eat right and earn

your stripes” … “eat right”
yoghurt is fat free 31
 Irritation, Unfairness, Deception, Fraud
Irritation
annoying and offending customers
Unfairness inc. taking unfair advantage of impulsive or
less-sophisticated buyers
Deception
incl. “heat merchants” who design mailers & write copy
designed to mislead consumers
Internet fraud incl. identity theft & financial scams. phishing
email, disguised as official from e.g. your bank
Invasion of privacy - marketers may have too much data
on consumers & use it to unfair advantage
Sale of databases
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 Evaluating Advertising
 essential test - have sales increased ?
 before/during/after ad campaign evaluation
 copy testing – is the ad communicating well?
 show it, do you like it, measure recall or attitude
How
changedo we organise the
advertising research?
 post run – recall, level of awareness, knowledge,

preference
In-house orinadvertising
Vary spend agency
different market areas &
e.g. McCann
measure Erikson,
differences Omnicom
in sales
 Online advertising
 use conversion rates + prompting immediate calls
to action
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 Sponsorship & celebs

What problems?
Brands  recognition &
positive association thru
involvement with celebs & events
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 Product Placement

Top 10 Movie/TV Product Placements

2008 Bond film Quantum of

Solace product placements:
Sony, Aston Martin,
Smirnoff, Virgin Atlantic etc
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 Consumer & Trade Promotions
Bonus packs
Promotion clutter.
Money off
Free samples
Customers
Extras
–
Promotions
•Customer
“tune out”.
How to rise
•Trade about the clutter? Bigger
Vouchers
•Business
Prizes/draws

vouchers, more dramatic PoS displays?

•Sales force Loyalty cards
& points
Discounts
Freebies
Competitions

Set conditions for participation

Allowances
Others ?

Distributing the promotion

Advertising & programme
personal selling offer
reasons to buy. Sales Promotion
offers reasons to buy now.
Incentives/activities to give a sales
boost 36
Exhibitions

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 Public & Media Relations  Press relations or press
agency
 Product publicity
Objectives:  Public affairs – community
 prestige & reputation relations
 overcome bad publicity  Lobbying
 placing news about product or company in  Investor relations
the media without paying for the space.  Relations with donaors,
 internal & external NGOs, alumni etc
 present company as good corporate citizen
 press relations Role in
 News e.g. New product launch, research
 lobbying breakthru
 Influencing specific target groups
 involves high level coordination &
 Defending products with public problems
understanding  Building corporate image

 CEDO speeches

 Features in publications

 Participant at Events

 Sponsorships

 Public-service activities

 Media encounters.

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 Planned, Managed Public (Media) Relations
Media
Joe Public •Television
•General public •Press Money markets
•Local communities •Radio
•Pressure groups •Shareholders
•Opinion leaders •Stock market
•Pension funds
•Nimby(s) •Banks

Maximise gains, build

trust, forge associations

Government
us Reduce risks, leaks,
embarrassments

•The government Employees

•Parliament •Recruits
•Civil service •Existing staff
•Public bodies Commercial •Trade unions
•Spin doctors •Customers
•Suppliers
•Agencies
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 What is Newsworthy?
People News
Marketing News •training
•new products •winners & successes
•research breakthru •promotions/new appointments
•big orders/contracts •success stories
•sponsorships •celebrity Visits
•prices +/- •TV apprearances
•brands & logos
•exports Events
•celebrity endorsements •conferences
•symposia
•exhibitions
•anniversaries
Money success
Production & innovation •profits
•productivity gains •financial reports
•skill growth & quality •mergers & acquisitions
•investments •sales

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