session 13 communications ii a - fudan...

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MarketingManagementSession13

QianXU,PhD.Spring,2017

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Today’sagenda

•TermProjectPresentation•Review•CommunicationII:WOMandSNS

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Part1TermProjectPresentation

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Requirements

•Fortheteams:•15minpresentation+5minQ&A

•Fortheaudiences:• Everyonemustevaluatetheotherteams.• Me40%+Audience60%.• Ratingsareconfidentialtothewholeclass.• Meaningfulquestionsareencouraged.

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Part2Review

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2.1Feedbacksaboutarguments

•Feelfreetoargueforyourpreviousteampracticescores.

• Justremember:• Thearguablescoresareusuallynottheimportantpart.

• e.g.,averageteampracticeratings:9.1– 9.5• Theimportantpartisusuallynotarguable.

• e.g.,termprojectandfinalexam.• Soasinyourlife.

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Updatesofthesyllabus

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Examplequestionoffinalexam

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MarketingMix:4P

Product Price Promotion Place

STP

Segmentation Targeting Positioning

MarketingAnalysis:5C

Customer Company Competition Collaborator Context

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2.2Whyiscommunicationimportant?

Cognitive Attitude Behavior

Awareness Preference Purchase

Consumerresponses

Consumerpsychology

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2.3Howtocommunicate

(1)identifythetargetaudience

(2)choosethecommunications

objectives(3)designthecommunications

(4)selectthecommunications

channels

(5)setthetotalcommunications

budget

(6)choosethecommunications

mix

(7)measurethecommunications

results(8)managetheIMC process

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2.3.2Communicationobjectives


• Buildbrandawareness

• Buildbrandattitude

• Influencebrandpurchaseintention

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2.3.3Designcommunications• 1)whattosay(messagestrategy)

• Intrinsicconsiderations• Extrinsicconsiderations

• 2)howtosayit(creativestrategy)• Choosethetypeofappeals(诉求)

• Negativeemotion• Positiveemotion• Rational• Sex• Bandwagon

• Chooseaway:One-sidedvs.Two-sided• Goodsandbads aboutthesetwoways

• 3)whoshouldsayit(messagesource)• Expertise• Trustworthiness• Likability

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2.3.4Selectcommunicationchannels•Personalvs.Non-personal•Paid,Owned,andEarned

•e.g.,Iwroteanarticlebraggingaboutmyself• Ipostedinmyownwechat moment• Iaskedmymomtopostitinhermoment• Iboughtmymomanecklaceinexchangeofherposting• Ipaid5RMBtoaskPapi toforwardit• Papi founditinterestingandforwardedit• Theschoolofficialwebsitebelieveditanopportunitytogetsomepublicityandposteditwithoutnoticingme

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Benefit-challengeanalysis

Benefits Challenges

Owned • Control• Costefficiency• Longevity• NicheAudiences

• Noguarantees• Not trusted• Takestimetoscale

Paid • Indemand• Immediacy• Scale• Control

• Clutter• Decliningresponserate• Poorcredibility

Earned • Mostcredible• Keyroleinmostsales• Transparentandliveson

• Nocontrol• Can benegative• Scale• Hardtomeasure

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2.3.7Measurethecommunicationsresults


Mediacoverage Consumeropinions

Salesincrease

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Commonmistakesinteampractice

• Confusionsbetweenpaidandearnedmedia:• Keydifferences:payment,control

•Mismatchbetweencommunicationobjectivesandresultmeasures• e.g.,setawarenessastheobjective,butonlymonitortheconsumeropinions.

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Part3WOMandSNS:HowThingsGoViral?

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Starbucks:wrongnames

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3Sixthingstomakethingsgoviral

SocialCurrency Triggers Emotion

Public PracticalValue Stories

JonahBerger,Contagious:HowThingsCatchOn?

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3.1Sixthingstomakethingsgoviral




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3.1SocialCurrency (社会货币)

1. What’sremarkableaboutyourbrand?2. Utilizegamemechanics3. Makepeoplefeellike insiders

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3.1.1What’sremarkableaboutyourbrand?

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3.1.2Utilizegamemechanics

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3.1.3Makepeoplefeellike insiders穹六人间(PeopleSix)

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3.2Triggers

Topofmindleadstotipoftongue.1. Specificday2. Seasonal3. Commonwords/phrasesindailyconversations

4. Activitiesandevent

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3.2.1Triggers:specificday

•PiDay:March14th.

PipieforPiDay

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•StarWarsDay:May4th.

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•StarWarsDay:May4th.

SlimJim(牛肉棒)

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3.2.1Triggers:seasonal

•Valentine’sDay:Feb.14th

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•Single’sDay:November11

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•Dragon Boat Festival:NextThu.

Ricedumpling(粽子)

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•Every10a.m.

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3.2.3Triggers:commonword/phraseindailyconversation

•WhateverIcecream(随便)

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• Justdoit!

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•Whattimeisit?It’sTiger’stime!

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3.2.4Triggers:activitiesandevents

Mars,1997

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•Mars

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•Theheroinesaidshewasgoingtobuyintoacompanynamed“Redstar”.

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•RedStarDevelopment(红星发展)

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Emotions:DHL

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3.5Practicalvalue

1. Listicles2. Infographics3. Guides4. FAQs

Don’tjustsellyourproduct;helpyourcustomersgetbetteratwhatthey’redoing.

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After-class

•Read•Chapters19 (14ed.)

•Heads-up•Quiz2 onJun.7,20min,Chapters6-10 & 12-13•Termprojectpresentationnextweek:Teams6&3

session 13 communications ii a - fudan...

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