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Marketing Communication

Marketing Communication. Integrated Marketing Communications Design and management of all communications around core values and identity. COMMUNICATE VALUES. DELIVER VALUES. BUSINESS. CUSTOMER. EXCHANGE. CREATE VALUES. U NDERSTAND CUSTOMERS. THE MARKETING CYCLE.

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Marketing Communication

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  1. Marketing Communication

  2. Integrated Marketing CommunicationsDesign and managementof all communicationsaround core values and identity

  3. COMMUNICATE VALUES DELIVER VALUES BUSINESS CUSTOMER EXCHANGE CREATE VALUES UNDERSTAND CUSTOMERS THE MARKETING CYCLE

  4. Purposes of Marketing Communication Persuade Action

  5. Basic Communications System NOISE SENDER RECEIVER Message Channel Feedback

  6. Spring 2011 Integrated Marketing Communications • Aim is to inform, persuade and prompt action • Customer is starting point for design and delivery • All “Touchpoints” have potential communications impact • All communications deliver a consistent message

  7. Integrated Brand Communications “ IBC is the process of developing and implementing various forms of persuasive communications programs with customers and prospects over time. The goal of IBC is to influence or directly affect the behaviour of the selected communications audience. IBC considers all sources of brand or company contacts which a customer or prospect has with the product or service as potential delivery channels for future messages.” (Shimp, 2000,)

  8. Marketing Communications Management Strategy , Values and Identity Target Customer Groups Product/Brand Identity Message Media Money Control and Impact Evaluation

  9. Brand Identity • The outward expression of the brand, includes : • - its name • - visual appearance. • Brand identity is its fundamental • means of: • consumer recognition • symbolizes the brand's • differentiation from competitors.

  10. Brand Image The customer's “take“ on the brand. For users - this is based on practical experience of the product or service concerned (informed impressions) and how well this meets expectations For non-users - it is based almost entirely upon uninformed impressions, attitudes and beliefs.

  11. Brand Personality The attribution of human personality traits (e.g seriousness, warmth, imagination)to a brand as a way to achieve differentiation. Usually done through long-term above-the-line advertising , packaging and graphics. These traits inform brand behavior through both prepared communication/packaging, and through the people who represent the brand - its employees.

  12. Spring 2011 Touchpoints…… any contact /potential contact between the business/ product/ brand and the customer that has the potential to communicate message to customer

  13. Not Just Consumers 不只是消費者會去買，企業也會買

  14. Results 結果

  15. The Communications Mix • Personal selling • Advertising • Sales promotion • Sponsorship • Public relations • Point of purchase media • Exhibitions • E-marketing etc…. TOUCHPOINTS!!

  16. Message • 3 Variables: • Code • Appeal • Execution

  17. Code Symbols used to convey meaning - Text - Signs - Graphics - Symbols…etc

  18. Meanings are the result of Communications with Customers Generally: The more Customer Value is emphasised the more persuasive our message • Appeals – what we say • Product Feature • Customer Benefit • Company Values

  19. Execution – how we say it Generally: Execution should support and create additional value Styles range from: Straight Facts to Stories

  20. Setting Budgets • Complicated by difficulty in • measuring effects • Range of Methods for setting • Objective and Task – most • managerial approach

  21. CONTROL: Systems to ensure plans actually implemented Measure against plans EVALUATION: Systems to measure performance of communications Measure against Objectives Control and Evaluation

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