An Overview Of Marketing Communications

1. 16 An OverviewOf MarketingCommunications

2. Learning Objectives • After studying this chapter, you should be able to: • Discuss the objectives of marketing communications. • Understand the marketing communications mix and its role. • Explain the key elements of the marketing communications process. • Discuss the seven steps in the marketing communications planning process. • Demonstrate awareness of some of the key ethical and legal issues related to marketing communications.

3. FedEx • FedEx is a household name in the overnight shipping business, thanks in large part to its 50,000 delivery vehicles, or rolling billboards as one company executive describes them. • So when the company pays millions to sponsor sports events and for naming rights to stadiums, it is not as interested in increasing exposure for its brand as it is in cultivating long-term relationships with key customers and contributing to a positive corporate image over time. • Analysts estimate that for its role in sponsoring the FedEx Orange Bowl the company receives about $32 million in television exposure, a figure that FedEx officials discount deeply.

4. Marketing Communications Marketing Communications Marketing communications, sometimes referred to as promotion, involve marketer initiated techniques directed to target audiences in an attempt to influence attitudes and behaviors. Marketing Communications Mix The marketing communications mix, sometimes referred to as the promotional mix, includes: advertising, public relations, sales promotion, personal selling, and direct marketing communications.

5. The Roles of Marketing Communications Reminding Informing Persuading

6. The Marketing Communication Mix

7. The Marketing Communication Process

8. Marketing Communications Planning • There are seven key tasks in marketing communications planning: marketing plan review; situation analysis; communications process analysis; budget development; program development; integration and implementation of the plan; and monitoring, evaluating, and controlling the marketing communications program.

9. Situation Analysis The Competitive Environment Marketing Mix Considerations The Economic Environment The Social Environment

10. Marketing Communication Objectives

11. Influences Size of the company Financial resources Type of business Market dispersion Industry growth rate Position in the marketplace Budgeting Methods Percentage of Sales Competitive Parity All-You-Can-Afford Objective-Task Budget Development

12. Advertising Expenditures By Industry (% of sales)

13. Marketing Communications Explicit Explicit communications convey a distinct, clearly stated message through personal selling, advertising, public relations, sales promotion, direct marketing, or some combination of these methods. Implicit Implicit communications are messages connoted by the product itself, its price, or the places it is sold.

14. Strategies Push Strategy Involves convincing intermediary channel members to “push” the product through the channel to the ultimate consumer. Pull Strategy Attempts to get consumers to “pull” the product from the manufacturing company through the marketing channel. Combination Strategy Aims marketing communications at both resellers and ultimate consumers.

15. Monitoring, Evaluating, and Controlling • Examples: • Monitor sales promotion by the number of coupons redeemed. • Measure the effectiveness of a new personal selling strategy by looking at the number of new accounts opened. • A firm might run tests to see if consumers noticed the ad. • Review sales results and attribute fluctuations in sales volume to MC.

16. Ethical and Legal Considerations • Advertising • Using deceptive advertising • Reinforcing unfavorable ethnic/racial/sex stereotypes • Encouraging materialism and excessive consumption • Public relations • Lack of sincerity (paying lip service to worthwhile causes) • Using economic power unfairly to gain favorable publicity • Orchestrating news events to give false appearance of widespread support for corporate position

17. Ethical and Legal Considerations • Sales promotion • Offering misleading consumer promotions • Paying slotting allowances to gain retail shelf space • Using unauthorized mailing lists to reach consumers • Personal selling • Using high-pressure selling • Failing to disclose product limitations/safety concerns • Misrepresenting product benefits • Direct marketing communications • Invading privacy by telemarketing • Using consumer database information without authorization of consumers • Creating economic waste with unwanted direct mail

18. Legal – But Ethical • Some marketing communications may be technically legal but raise significant ethical questions: • Liquor industry now advertises on cable and local television stations. • Extensive promotion of higher-cost drugs when health care costs are spiraling out of control. • Heavy promotional allowances to pharmacies for agreement to push proprietary instead of generic drugs.

19. Effects of Globalization • Adjust the communications mix from country to country to avoid legal and ethical problems. • Differences in language, culture, legal and ethical norms, and availability of various media are usually significant. • Sales promotion techniques that involve contests and giveaways are regulated quite differently in various countries. • Effective advertising messages in one country may be offensive to residents of other countries. • What constitutes acceptable personal selling behavior also varies significantly across countries and cultures.

20. Summary • After studying this chapter, you should be able to: • Discuss the objectives of marketing communications. • Understand the marketing communications mix and its role. • Explain the key elements of the marketing communications process. • Discuss the seven steps in the marketing communications planning process. • Demonstrate awareness of some of the key ethical and legal issues related to marketing communications.