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Marketing Communications and Promotional Practice

Marketing Communications and Promotional Practice. The Communication Process. Communication Process. Effective exchange of information where both sides agree on the meaning of the message. 1-step Communication Model. Encode. Decode. Sender Message Receiver. NOISE. Feedback Loop.

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Marketing Communications and Promotional Practice

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  1. Marketing Communications and Promotional Practice The Communication Process

  2. Communication Process • Effective exchange of information where both sides agree on the meaning of the message.

  3. 1-step CommunicationModel Encode Decode SenderMessageReceiver NOISE Feedback Loop

  4. 2-step “Diffusion” Communication Model Sender Opinion Leader Receiver Receiver Receiver

  5. Promotional Tools Personal Selling Branding Advertising Sales Promotion Sponsorship Public Relations The Customer Packaging Merchandising Corporate Image Direct Marketing Internal Marketing Exhibitions Word of Mouth

  6. Marketing Communications Tools and Methods • Advertising • Sales Promotion • Public Relations • Media - Channels • Messages • Segmentation – Targeting – Positioning • Sponsorship • Endorsement • Packaging • Product Positioning • Personal Selling • Branding

  7. Integrated Marketing Communications • Marketing Communications plus Marketing Promotional Practice • Defined as – see handout • The Payoff = SYNERGY

  8. Integrated Marketing Communications5 Key Features • Start with the customers/consumers/prospects • Use of relevant contact or touch point • Speak with a single voice • Build relationships • Affect behaviour

  9. Integrated Marketing CommunicationsKey factors TODAY • Reduced use of Mass Media • Increase in highly targeted communication methods • Heightened demands on communications agencies • Increased efforts to measure returns on investment • Demands of global distributors Supply chain pressures

  10. Terminology • Belief • A thought that a person holds to be true

  11. Changing the way people think • To change beliefs entirely • To change relative importance of existing beliefs • To develop new beliefs

  12. Terminology • Cognition • What people think about a product • Affectivity • What people feel about a product • Conation • What people actually do

  13. Terminology • Attitude • A person’s enduring favourable or unfavourable cognitive evaluation, emotional feelings, and actions tendencies toward some object or idea

  14. Perception • Perception • Can be defined as a process by which people select and interpret stimuli into a meaningful picture

  15. Perception • Expectation, needs, and motives of the individual important • Individuals see what they want to see • Perceptions based on past experience and pre-conditioning • Selective attention • Heightened awareness of ads for items individuals are considering

  16. Perception • Exposed to 1000 advertisements per day • Need to ‘filter’ • ‘Attention’ caught by: • Intensity & Size • Position • Contrast • Novelty • Repetition • Movement

  17. Information Processing Perception Personality Internal information processing Attitudes Learning Environmental Influences

  18. Advertising Models& The MarComs Mix

  19. Objectives of this session • AIDA • DAGMAR or ‘Hierarchy of Effects’ • DRIP • VIPS • DMP • PLC • Maslow • MECCA or Means-End Chain • MarComs Mix..

  20. The AIDA Model • Attention • Get noticed. • Interest • What’s in it for me? • Problem solving? • Desire • ‘Want’ factor • Brand • Action • How do I get it?

  21. The DAGMAR Model(Defining Advertising Goals for Measured Advertising Results)also known as ‘Hierarchy of Effects’ model

  22. Ehrenburg Model (1997) Awareness Let the customer know you exist (Doesn’t have to be just advertising) Trial Curiosity (rather than ‘persuasion’) could lead to trial of product. Provide reassurance in brand. (Role suitable for advertising) Reinforcement Nudging Remind – reinforce - repeat purchase.

  23. The DRIP Model • Differentiate • Be different from the competition • Remind • Who are we? What do we stand for? • Inform • What’s new? Features-Benefits • Persuade • Why is it right for you?

  24. David Bernstein’s VIPS checklist To be effective, an advertising message should be checked to see that it has the following qualities: VISIBILITY IDENTITY PROMISE SINGLEMINDEDNESS

  25. The DMP Model(The Decision Making Process)

  26. 1.Recognition of need Remind or create perception of need? 2.Define parameters of need / solution We’ve got just the solution 3.Search for information Find out what we have to offer 4.Evaluation of alternatives Aren’t we better than the competition? 5.Determining terms of purchase We’re great value for money 6.Purchase It’s so easy to buy 7.Post-purchase evaluation You made the right decision! 8.Re-purchase? You are our valued customer The DMP Model(Decision Making Process)

  27. The PLC Model(The Product Life Cycle)

  28. The PLC Model • Pre-Launch Teaser campaign • Introduction Launch campaign • Growth Maximise sales • Maturity Tactical campaigns • Decline / Withdrawal Why advertise?

  29. The Maslow ModelMaslow’s Hierarchy of Needs

  30. MECCASMeans-End Conceptualisation of Components for Advertising Strategyor Means-End Chain Theory Links product attributes to personally relevant values: • Products Attributes / Features • Consumer Benefits • Leverage Points • Memorable ‘hook’ which links benefits to consumer • Personal Values • What is relevant to this consumer • Executional Framework • Scenario used to convey message

  31. Got Milk Means-End Chain

  32. Conclusion • No-one knows why some ads work and others don’t • No-one can predict for sure which ads will work and which ones will not • Models should act a guide for structuring creativity – not a staightjacket

  33. MarComs Mix • There are 4 main elements. • Advertising • Sales promotion • Publicity/Public Relations • Personal Selling • The mix varies with product type….

  34. Models of Consumer Buying Behaviour Mass communication sources - television, press/magazines, radio Awareness Mass communication sources - press/ magazines television, radio Interest Personal sources - relatives, friends, colleagues , Web 2.0 Evaluation Personal sources - sales people – in store, relatives & friends Trial Personal sources and mass media communication (for re-assurance). Adoption

  35. DAGMAR • Unawareness • Awareness • Comprehension • Conviction • Action

  36. DRIP • Differentiate • To make a product stand out from competing brands • Reinforce • To build on previous marketing communications • Inform • To make known and advise of availability and features • Persuade • Turn features into consumer benefits

  37. Branding • What is a brand? • A name, term, sign, symbol, or design or a combination of them intended to identify the product – goods / services of a seller/producer and to differentiate them from the offerings of competitors • More than a symbol etc it is SHORTHAND of values that consumer perceive a brand to have… • Page 32

  38. Brand equity • This is the result of an INVESTMENT in effective Marketing Communications over a period of time • Successful brand investment will result in an irrational price price premium and brand LOYALTY = a willingness to continue to buy the brand.. • High top of mind awareness – EVOKED SET.. • More on Branding Week 2…

  39. Categories of Adopters Early adopters Innovators Early majority Late majority Laggards Time to adopt

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