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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
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Reprints of ads
Billboards
Display signs
Point-of-purchase
displays
• Audiovisual material
• Symbols and logos
• Videotapes
Table 19.1b Sales promotion
communication platforms
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Contests, games,
sweepstakes and lotteries
Premiums and gifts
Sampling
Fairs and trade shows
Exhibits
Demonstrations
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Coupons
Rebates
Low-interest financing
Entertainment
Trade-in allowances
Continuity programmes
Tie-ins
Table 19.1c Events and experiences
platforms
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Sports
Entertainment
Festivals
Arts
Causes
Factory tours
Company museums
Street activities
Table 19.1d Public relation and
publicity communication platforms
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Press kits
Speeches
Seminars
Annual reports
Charitable donations
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Publications
Community relations
Lobbying
Identity media
Company magazine
Table 19.1e Direct and interactive
communication platforms
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Catalogues
Mailings
Telemarketing
Electronic shopping
Blogs
Table 19.1
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TV shopping
Fax
Email
Voicemail
Websites
Common communication platforms (continued)
Table 19.1f Other common
communication platforms
Word-of-mouth marketing
 Person to person
 Chatrooms
 Blogs
Table 19.1
Personal selling
 Sales presentations
 Sales meetings
 Incentive programmes
 Samples
 Fairs and trade shows
Common communication platforms (continued)
Figure 19.3
Response hierarchy models
Sources: 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
Sender’s
field
Receiver’s
field
The communications process
Selective attention
Selective distortion
Selective retention
An ideal ad campaign
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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 pointsof-difference and points-of-parity
The ad motivates consumers to consider purchase
of the brand
The ad creates strong brand associations
Designing the communications
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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
Advantages to parts of the
marketing communications mix
Public relations and
publicity
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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
Cost effectiveness by buyer
readiness stage
Cost effectiveness of three different communication tools at different
buyer readiness stages
Figure 19.5
Where is the problem?
Advertising objectives
Informative
advertising
Persuasive
advertising
Reminder
advertising
Reinforcement
advertising
How would you connect these with the Product Life
Cycle?
Choosing among major
media types
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Target audience and media habits
Product characteristics
Message characteristics
Cost
Slide 19.23
Measures of audience size
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Circulation
Audience
Effective audience
Effective ad-exposed audience
Unique visitors
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
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
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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
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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
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Samples
Coupons
Cash refund offers
Price offs
Premiums
Prizes
Patronage rewards
Free trials
Tie-in promotions
Trade-directed
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Price offs
Allowances
Free goods
Sales contests
Spiffs
Trade shows
Specialty advertising
Why sponsor events?
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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
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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
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Press relations
Product publicity
Corporate communications
Lobbying
Counselling
Evaluating advertising effectiveness
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Communication effect research
 Consumer
feedback method
 Portfolio tests
 Laboratory tests
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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
Telemarketing
Catalogs
Email
Online promotional opportunities
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Websites
Search ads
Display ads
Viral marketing
Internet-specific
ads and videos
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Sponsorships
Social Media
Online communities
Email
Mobile marketing
Guerilla Marketing
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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
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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
Message source: Tipping Point
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Products and messages can spread like a virus
Only need a few people, but the right ones:
Connectors – know many people, highly
networked, social glue, spread message
Mavens – information specialists, compulsion to
help others make good decisions, data banks
Salespeople – persuasive
Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009
Place advertising
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Billboards
Public spaces
Product placement
Point-of-purchase