{ overview of marketing communications process and tools tmt, mkt 337: promotional management
TRANSCRIPT
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{
Overview of Marketing Communications Process and Tools
TMT, MKT 337: Promotional Management
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Lecture ObjectivesIntroduce the moduleExamine process of marketing communications Consider role of marketing communications in
strategic mixDiscuss range of tools available
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Some Basic DefinitionsMarketing: Management process which
anticipates, identifies and satisfies customer requirements profitably or effectively >marketing mix
Marketing Communications: Use of communications towards consumers, customers and prospects with the explicit purpose of influencing these groups
Corporate Communications: The management of communications between an organisation and all its stakeholders/publics > sphere of PR
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Marketing Communications:Key DimensionsManagement process via which an
organisation engages with its various audiences
Audiences are encouraged to offer (desired) behavioural and attitudinal responses
Understanding of each audience is required to tailor the marketing communications in terms of message and tool
Increasingly an integrated approach is adopted
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Role of Marketing CommunicationsDRIP FRAMEWORK
DifferentiateReinforce/RemindInformPersuade
Bowersox and Marsh 1989
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Differentiation
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Remind
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Inform
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Persuade
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Marketing Communication and the process of ExchangeCombining 4PsMore than 4Ps? Process, Political Power and People
2 different use of marketing Communications:Building Brand ValuesShape Behavior – Call to action
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The marketing communications mix
A traditional model of the marketing communication mix
The internet and digital technologies have enabled new interactive forms of communication, where the receiver has greater responsibility for their part in the communication process
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Figure 1.1 The tools and position of the marketing communications mix Fill 2009
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Figure 1.2 Above-and below-the-line communications Fill 2009
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New Tools, New Media
Broadcast advertising (TV/radio)
Point of purchase
Website/on-line advertising
Interactive/internet marketing
Mobile/Wap
Direct marketing
Sales promotion
Events & sponsorship
Product placement
Publicity/PR
Telemarketing
Word of mouth
Personal selling
Packaging
Outdoor/billboards
Print advertising (newspaper/magazine)
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Product Placement
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Ambient Advertising
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Selection CriteriaDegree of control required over deliveryFinancial resources available (cost)Level of credibilityAbility to deliver message (communications)Size and geographic dispersion of target
audiences
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Key Characteristics of ToolsADVERTISINGNon-personal mass communicationHigh reachImpactHigh costLow credibility?Difficult to measure
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Key Characteristics of ToolsSALES PROMOTIONUsed tactically in short termAim is often to increase salesHigh control and measurementModerate costCan be used throughout distribution channelCredibility may be questioned
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Key Characteristics of ToolsPERSONAL SELLINGInterpersonal communications tool (two way)Instantaneous feedback possible Message can be tailoredHigh costMore suitable where message is complex
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Key Characteristics of ToolsDIRECT MARKETINGAny form of direct response communicationsTargets individual customers (database)Can deliver personalised messageBuilds relationshipsFacilitated by technological developmentsModerate absolute cost but cost per contact high
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Key Characteristics of ToolsPUBLIC RELATIONSNon-personal Wide range of tools availableHigh credibilityLow cost
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Figure 1.3 The relative effectiveness of the tools of the marketing communications mix Fill page 25
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Table 1.4 The 4Cs Framework – a summary of the key characteristics of the tools of marketing communications Fill
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Major communication toolsTool Use Examples
Advertising Efficiently gets message to large audience
Television and radio commercials and new paper ads; paid search engine links; product and company brochures; billboards; transit ads; ads delivered by cell phone and emails
Sales promotion Stimulate immediate purchase; reward repeat purchase
Samples, coupons, premiums, contests, games, incentives
Public relations Build positive image, strengthen ties with stakeholders
Event sponsorship, news release, briefings, speeches and blogs, public appearance
Direct marketing Reach target audience, encourage direct response
Mail, email, telemarketing campaigns, printed and online catalog, direct response tv and radio
Personal selling Reach customers one to one to make sales, strengthen relationships
Sales appointment, sales meetings and presentation, online sales chat help
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Figure 2.1 A linear model of communicationSource: Based on Schramm (1955) and Shannon and Weaver (1962).
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Features of The Communications ProcessSender: company, organisation, brand, CEO,
AgencyReceiver: consumer, customer, public, government,
intermediary, supplierEncoding: Use of signals (words, symbols, pictures,
music) to create a message that can be understoodDecoding: Understanding the message as it was
intendedNoise: Cognitive barriers or physical distractionsRealms of understanding: Common ground
between source and receiver
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Influences on Marketing Communications Process
Increasing volume of messages/Message ClutterLiterate consumersIncreasing CompetitionDecline in effectiveness of AdvertisementLevel of product/brand involvementOpinion leadersConsumer to consumer communications (word of
mouth)
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Hierarchy of EffectsModels (often linear) which describe the step by
step process we go through when exposed to marketing communications from initial unawareness to final action.
There are many theories put forward to explain how marketing communications affects consumer behaviour
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AIDA
Attention Interest Desire Action