International Marketing Communication SIS4, Spring 2006

1. International Marketing Communication SIS4, Spring 2006

2. Course plan 1 Session 1: a) Introduction b) Basic marketing issues and concepts Literature: Frandsen, Johansen og Nielsen: Chapters 1 and 2 Text collection: Texts 1 and 2� Session 2: a) Marketing communication and culture b) Case discussion (Musikbranchen) Literature: Frandsen, Johansen og Nielsen: Chapter 3 Text collection: Texts 3, 4, 5 and 6 Session 3: Marketing communication and genres Literature: Frandsen, Johansen og Nielsen: Chapters 5, and 7 Session 4: a) Marketing communication and the media � introduction b) Marketing communication and the Internet - introduction Literature: Frandsen, Johansen og Nielsen: Chapter 4

3. Course plan 2 Session 5: a) Global or local marketing communication? b) African-Americans c) Case discussion (Kilroy) Literature: Frandsen, Johansen og Nielsen: Chapter 10 Text collection: Text 7 Session 6: Focus on advertising 1 Literature: Frandsen, Johansen og Nielsen: Chapter 6 Text collection: Text 8 Session 7: a) Focus on advertising 2 b) Product placement Session 8: Marketing communication campaigns � presentations and discussions

5. Albuquerque just before the rain

6. The scene of the crime

7. Does it get any better than this? �At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock.�

8. Introduction �Consumption is no longer just about a simple purchase or the satisfaction of basic needs and wants, but a culturally determined behavioral pattern which forces us to choose and change the elements of our lifestyle.� ��and it is first of all through our way of consuming that we define ourselves as individuals.� (Frandsen, Johansen & Nielsen, 1997, p. 7)

9. Introduction

10. It�s about people! It�s as simple as that!

11. It�s about moving people from A to B

12. Marketing communication studies advice Be critical - always! Right and wrong usually don�t exist! There are no easy solutions or to-do-lists! �We� expect arguments, reflections and contemplation! High level of abstraction is expected too!

13. Text 1 (a):Allan J. Kimmel: Introduction: Marketing Communication in the New Millennium

14. Text 1 (b):Allan J. Kimmel: Introduction: Marketing Communication in the New Millennium

15. Text 1 (c):Allan J. Kimmel: Introduction: Marketing Communication in the New Millennium

16. Text 2 (a):Firat & Christensen: Marketing Communications in a Postmodern World

17. Text 2 (b):Firat & Christensen: Marketing Communications in a Postmodern World

18. Text 2 (c):Firat & Christensen: Marketing Communications in a Postmodern World

19. Text 2 (d):Firat & Christensen: Marketing Communications in a Postmodern World

20. Text 2 (e):Firat & Christensen: Marketing Communications in a Postmodern World

21. Text 2 (f):Firat & Christensen: Marketing Communications in a Postmodern World

22. Post-modern marketing � textbook Post-modern society: Often focus is on the individual�s consumption and lifestyle. Everything is turned into products, needs and wants etc. Two of the key characteristics: De-differentiation � e.g. the blurring of �fine culture� and �mass-culture� (e.g. advertising.) And, marketing not only used commercially. (Advertising seen as entertainment). Fragmentation � e.g. we all play different roles, e.g. during the day. Life regarded being divided into fairly independent elements. Today consumers play important roles in shaping their own lifestyles so marketers have to take part in the process where the consumers try to choose lifestyles. For marketers it is no longer enough just to �learn�, they have to get �involved�. Through communication companies try to become part of the process where consumers choose a lifestyle and create values and images. And the consumers play many, many different roles!

23. The �fragmented� consumer Rikke, 24 years, old lives in �rhus: Didn�t we meet her last semester? She buys Coca-Cola Light for the refrigerator at home Her boyfriend buys Coca-Cola for the refrigerator at home In connection with sports she drinks Carlsberg Kildev�ld At caf�s she drinks S�bog�rd In bars she drinks gin/tonic When meeting girlfriends to talk she drinks tea She never drinks Cola when she is alone She drinks water when she is alone (enVision: Viden om Unge&Soft drinks, 2002)

24. Remember this one? Management Marketing Sales Production R&D Etc. � Place Promotion Price Product Adver. DM Sales promotion (Per. selling) PR = marketing communication mix

25. Marketing communication - what is it? Ottosen�s definition: ��Marketing communication� refers to every kind of communication between a company and buyers about what it has to offer.� (Otto Ottosen, 2001) We all know Frandsen, Johansen & Nielsen�s definition: �En virksomheds samlede kommunikation med sit marked med henblik p� salg/k�b af varer og tjenesteydelser samt opbygning og varetagelse af virksomhedens image�. (Frandsen, Johansen & Nielsen, 1997)

26. Don�t forget �People buy things not only for what they can do, but also for what they mean.� (Sidney J. Levy (1959) in Frandsen, Nielsen og Johansen, p. 33)

27. On marketing communication! �Jeg kan ogs� godt lide den her fra Illum. Pigen sidder med en kat, hun har barberet. Jeg forstod den ikke de f�rste par gange. Det originale i den g�r, at jeg kan huske den. Man skal lige t�nker over den og det kan jeg godt lide�. (Source: firstmove 2004)

28. AdvertisingFrom last semester �Any paid form of non-personal presentation and promotion of ideas, goods, or services by and identified sponsor.� (mass media) Television Radio Internet Bus shelters Magazines Cabs Benches Houses Billboards Restrooms SMS? �?

29. Direct marketing From last semester �Use of mail, telephone, and other nonpersonal contact tools to communicate with or solicit a response from specific customers and prospects.� TV-shop Catalogs Mailings E-mail Telemarketing SMS? �? �?

30. Sales promotion From last semester �Short-term incentives to encourage trial or purchase of a product or service.� Contests Samples Tie-ins Rebates Coupons Demonstrations Lotteries �? �?

31. Public relations From last semester �A variety of programs designed to promote and/or protect a company�s image or its individual products.� Speeches Press releases Press conferences Company magazine Annual reports �? �? �? Remember: The difference between pulicity and public relations

32. Marketing public relations From last semester "Marketing public relations is the use of public relations strategies and techniques to achieve marketing objectives. The purpose of MPR is to gain awareness, stimulate sales, facilitate communication, and build relationships between consumers and companies and brands." (Thomas L. Harris: Value-added public relations: the secret weapon of integrated marketing)

33. Don�t forget From last semester Integrated (holistic) marketing communication �[..] a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines � for example general advertising, direct response, sales promotion, and public relations � and combines these disciplines to provide clarity, consistency, and maximum communications impact.� So, the lines between the tools are blurred, but the tools still have certain characteristics that are interesting/important. However, each channel of communication of course also have limitations that �work against� integration. Why is sales promotion �growing� at the expense of advertising?

34. Integrated communication � a model

35. The textbook, chapter 2, comments The book is �genre-based� The four genres: print ads, mailings, corporate brochures, press releases. The genres selected because people �who know about languages� are often in contact with these four genres!!!

36. The textbook, chapter 2 A company�s communcation effort will never be better than the original communication model on which it is based. So in order to become an expert on marketing communication you have to be an expert on communication in general. Again: It�s about people! Also: �The medium is the message� (Marshall McLuhan)

37. Communication The transmission paradigm The interaction paradigm � �The needle theory� the receiver = Communication = social interaction passive victim of injection. Linear and sequential process Purpose: to elicit/create and exchange meaning Shannon & Weaver Lasswell Dynamic process. Sender and receiver are active parts who interpret certain messages based on cultural codes belonging to culturally determined contexts Who? Says what? In which channel? To whom? With what effect? Communication = something which has an effect. Non-intended effect = communication error IMK-model is based on this paradigm

38. The textbook, chapter 2, comments The writers are not �satisfied with� the classic theories (e.g. model p. 36). These theories are too heavily inspired by the consumer behavior model (S-O-R) and they are: Linear Focus is on sender and effect Success can only be achieved if sender and receiver have common codes Context and culture are not involved. Language and visual aspects are not involved Of course, we don�t have to agree! � However, the consumer behavior model, though old-fashioned still works as a good tool if you want to get a simplified view of the basic elements of marketing!

39. Consumer behavior � the �old� model�from last semester

40. The IMK-model 1 Marketing is based on interaction not �needles�. Communication involves two activities � sender�s production and receiver�s reception. Both activities are based on codes, of which some are shared and some are not. The receiver�s reception is not passive. It�s an active interpretation, which itself produces a new meaning. Both sender and receiver interpret the message based on their �reality�. The model is based on genres � e.g. print ads or radio spots.

41. The IMK-model 2 The IMK-model also includes semiotics � the study of signs. All cultural phenomena can be seen as communication between people. Two important elements of semiotics: sign and code (the rules that indicate how we should/can choose and combine signs when we communicate). So, we not only use language in order to communicate, we also use body movements, traffic rules, social interaction, clothes etc. when we communicate. If you accept the above, Price, Product and Place are suddenly semiotic signs and are thus relevant for marketing communication considerations. Product, price, place connotations + denotations

42. The IMK-model 3 Context/culture (chapter 3) Media (the physical transmission) Genre (Code � the rules that tell us how to choose and connect signs)