The document discusses marketing communications, including defining promotion and the communication process. It covers target markets, communication objectives, and basic promotion methods. It also discusses the goals and tasks of promotion, as well as the evolution to integrated marketing communications.
The document discusses marketing communications, including defining promotion and the communication process. It covers target markets, communication objectives, and basic promotion methods. It also discusses the goals and tasks of promotion, as well as the evolution to integrated marketing communications.
The document discusses marketing communications, including defining promotion and the communication process. It covers target markets, communication objectives, and basic promotion methods. It also discusses the goals and tasks of promotion, as well as the evolution to integrated marketing communications.
The document discusses marketing communications, including defining promotion and the communication process. It covers target markets, communication objectives, and basic promotion methods. It also discusses the goals and tasks of promotion, as well as the evolution to integrated marketing communications.
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Marketing Communications
With Olfa Bouaziz
TUNIS BUSINESS SCHOOL (2013/2014) Outline • Introduction to marketing communications • Part I: Understanding how marketing communications works • Part II: Strategies and planning • Part III: The marketing communications Mix Introduction to marketing communications
Introduction to marketing communications
• Defining marketing communications • The role of marketing communications • The communication process • The marketing communications mix • Management of promotional tools Promotion Promotion is Communication link between buyers and sellers; the function of informing, persuading, and influencing a consumer’s purchase decision. Informing Reminding Target Market
Persuading Target market (Audiences) • Target Audience: group of consumers singled out by an organization for an advertisement or campaign
– Household Consumers – Business Organizations – Trade Channels (retailers) – Professionals – Government Communication Objectives
– Informative Advertising • To communicate customer value and is used heavily when introducing a new product – Persuasive Advertising • To build brand value and sometimes compare with competing brands – Reminder Advertising • Maintain customer relationships and keep customers thinking about the product Basic Promotion Methods Target Market
Product Place Promotion Price
Personal Mass Sales
selling selling promotion
Advertising Publicity Goals and Tasks of Promotion
Informing Reminding
PLC Stages: PLC Stages:
Introduction Maturity Early Growth Target Audience
PLC Stages: Growth Maturity Persuading Target market, target audience and objectives? • Refresh on the Coca cola side of life • This creative billboard was made for Coca Cola. An empty bottle with a straw in it and a rope ladder hanging next to it from the rooftop. This way it looks like somebody made a lot of effort to get to the drink. • Some advertisements themselves rise to the level of memorable slogans. The 1971 "Hilltop" ad featured a song with the words "I'd Like to Buy the World a Coke." Although that wasn't an actual slogan (the ad in fact was part of the "It's the Real Thing" campaign), the ad and song lyrics are still so well known today that the lyrics are considered a slogan to many. • In January 2003, latest slogan for Coca-Cola was introduced -- "Coca- Cola... Real." The campaign (and slogan in turn) reflects genuine, authentic moments in life and the natural role Coca-Cola plays in them. •Kapiti have introduced a new luxury designed ice cream. This campaign from Colenso BBDO, Auckland brings to life the brief literally: Kapiti - where design meets ice cream. Comments from Adweek blog “So, I see these ads, and I'm thinking, Great! The next time I have a craving for surrealist ice cream, and I happen to be in New Zealand, I'll pick up some Kapiti frozen treats! Thanks, Colenso BBDO, for the tip, delivered so stylishly in this print campaign. Designer watches, shoes and handbags melt in a most attractive fashion.” Advertisement is one of the best ways to pass on your message or point to your targeted audience. Nowadays, lots of companies are making ads to promote their products & through these ads they are getting the more business. The aim of advertisement example is to catch the attention of their targeted audience. Today we are presenting 30 very interesting and creative advertisements from leading shoes brands. Nowadays, lots of companies are selling their products & services through advertisements. • Come to the zoo before the zoo come to you • It looks like a tiger is attacking this bus. With the tagline: “ Come to the zoo before the zoo comes to you” the zoo in Perth was to attract more visitors. • The threatened Sumatran Tiger offers its own threat to get you to the zoo. There are fewer than 400 of these tigers left in the wild, less than the number of city buses in Perth. Perth Zoo's Wildlife Conservation Action program helps raise funds to support threatened species worldwide. Sony Playstation 3 – Play Beyond Ads
Sony Playstation 3 – Play Beyond Ads
• Whenever you flipped through a tech related magazine, how often you stopped and stare at a tech ad for more than 3 seconds. Chance are most of us will ignore them. The problem with tech ads are just like the others, they have to very clever and really creative in order to catch some attention. • Known for their creative and often quite innovative advertising, Nike is yet again doing things differently on the new Nike RUN park bench ads. Real benches are set up in parks with the Swoosh logo and “RUN” on the seatback, while the seating panel has been removed because … well, you can’t run if you’re sitting. Hit the jump for a side-by-side with a regular park bench. • Chanel is looking to raise the profile of its men’s scent business this fall with Bleu de Chanel, its first major male fragrance. • In 2010 Martin Scorsese was the author of the video for Bleu de Chanel starring Gaspard Ulliel. Using dark shades of blue and bright flashbacks, the director paints in flashing touches a heavy and intense atmosphere for this male fragrance. • ck one summer captures the spirit and mood of a fun-filled summer dance party at the beach. ck one summer is a citrus aromatic scent. it is unisex, fresh, clean and easy to wear. Marketing communications : Messages that deal with buyer-seller relationships. As Senders As Receivers
Inform Develop messages
Persuade Adapt messages
Remind Spot new
communication opportunities Reminder Promotion
Remind customers that product
may be needed
Remind customers where
to buy product
Maintain customer awareness
The communication process • Effective message does three things: – Gains the receiver’s attention. – Achieves understanding by both sender and receiver. – Stimulates receiver’s needs and suggests appropriate means of satisfying them. Definitions of concepts of communication process • Source: the sender of a message • Encoding: the source deciding what to say and translating it into words or symbols that convey meaning • Message channel: the carrier of the message • Noise: any distraction that reduces the effectiveness of the communication process • Decoding: the receiver translating the message • Receiver : the potential customer Application of communication process Information Process
• The vast quantities of information that consumers receive
means that they inevitably ‘process’ information to screen it out. Perception and attitudes both influence and are influenced by marketing communications • Perception is how individuals see and make sense of their environment • For marketing communications, it involves: ¦ – Attention getting, with free samples or music, voice overs and camera angles ¦ – Organizing stimuli by packaging, shapes, colour and brand names ¦ – Encouraging the correct interpretation, e.g. by using involvement and emphasizing the correct attributes • Attitudes are an expression of a person’s feelings. They are learned through past experiences and may be formed by external factors, e.g. age, sex,class, peers, culture • Marketing communications tries to influence the following: – ¦ What consumers know/have learnt about a product – cognition – ¦ How people feel about a product – affection ¦ What people will do with regard to a product – (buy or reject) – conation When faced with a product one learns something about it, then feels something about it and then does something – either reject it or (repeat) purchase • Changing attitudes : Marketing communications can change attitudes by modifying negative attitudes, and which in turn can change purchase behaviour. • Attitudes can be changed by marketing in the following ways: ¦ – Changing the product itself and its description ¦ – Changing misunderstandings ¦ – Changing attribute priorities ¦ – Changing perception ¦ – Changing brand associations However, consumers modify or are selective with the messages they absorb The evolution to IMC
For many years, the promotional function in most
companies was dominated by mass-media advertising. Companies relied primarily on their advertising agencies for guidance in nearly all areas of marketing communication. Most marketers did use additional promotional and marketing communication tools, but sales promotion and direct-marketing agencies as well as package design firms were generally viewed as auxiliary services • Many marketers planned and managed the various marketing and promotional functions as separate practices, with different budgets, different views of the market, and different goals and objectives. • The most companies failed to recognize that the wide range of marketing and promotional tools must be coordinated to communicate effectively and present a consistent image to target markets. • During the 1980s, many companies began taking a broader perspective of marketing communication and seeing the need for amore strategic integration of their promotional tools. • These firms began moving toward the process of integrated marketing communications (IMC), which involves coordinating the various promotional elements and other marketing activities that communicate with customers. • They began asking their ad-agencies to coordinate the use of a verity of promotional tools rather than relying primarily on media advertising agencies and use other types of promotional specialists to develop and implement various components of their promotional plans • The goal is to generated both short-term financial returns and build long-term brand and shareholder value. Reasons for the Growing Importance of IMC
• By coordination their marketing
communications efforts, companies can avoid duplications, take advantage of synergy among promotional tools and develop more efficient and effective Marketing communications programs. • it plays a major role in the process of developing and sustaining brand identify and equity (positives associations in the mind) Communication Mix Strategies • Two basic strategies – Pull Strategy • Producer direct its marketing activities directly to consumers to induce their demand for the product • Advertising and promotion are relatively emphasised
Marketing Activities
Retailers and Producer Customers Wholesalers – Push Strategy • Pushing the product through marketing channels to final consumers • Personal selling and trade promotion are relatively emphasised
Marketing Marketing Activities Activities
Retailers and Producer Customers Wholesalers • Pulling strategy Promotional effort by the seller to stimulate final-user demand, which then exerts pressure on the distribution channel. • Pushing strategy Promotional effort by the seller directed to members of the marketing channel rather than final users. • Combination Strategy – Aiming marketing communications at both resellers and ultimate consumers. The Promotional Mix: The Tools for IMC
• The promotional mix has included four
elements: – Publicity – Advertising. – Direct marketing. – Publicity relations. – Sales promotion. – and personal selling. Direct Marketing
• Direct response advertising and other forms of
direct marketing have become very popular over the past two decades, owing primarily to changing lifestyles : – More discretionary income – Less time for in-store shopping – Availability of credit cards – Tool-free phone numbers – The rapid growth of the internet You choose, order then pay!!! Interactive Marketing
• the new media allow users to perform a
variety of functions such as receive and alter information, make inquiries, respond to questions, and, of course, make purchases. • In addition to the internet, other forms of interactive media include interactive television, and digital cell phones. Sales Promotion
• Sales Promotion is generally defined as those
marketing activities that provide extra value or advantages to the sales force, the distributors, or the ultimate consumer and can stimulate immediate sales. • Sales promotion is generally broken into two categories: – Consumer-oriented – Trade-oriented activities. • Consumer-oriented sales promotion is targeted to the ultimate user of a productor service and includes couponing, sampling, premiums, rebates, contests, sweepstakes, and various point-of-purchase materials • Trade-oriented sales promotion is targeted toward marketing intermediaries such as wholesalers, distributors, and retailers. Promotional and merchandising allowances price deals, sales contest, and trade shows are some of the promotional tools Publicity
• It usually comes in the form of a news story,
editorial, or announcement about an organization and/or its products and services. Like advertising, publicity involves no personal communication to a mass audience, but unlike advertising, publicity is not directly paid for by the company. Advertising • Impersonal, one-way mass communication about a product or organization that is paid for by a marketer. • Types of advertising – Digital advertising • Television advertising / Music in advertising • Radio advertising • Online advertising • Product placements – Physical advertising • Press advertising • Mobile billboard advertising • In-store advertising • Celebrity branding Advertising
Reach large number
Total cost is high of people Low cost per National reach is contact expensive for small companies Can be micro- targeted Public Relations
• Public relations generally have a
boarder objective than publicity, as its purpose is to establish and maintain a positive image of the company among its public interest • Public relations is defined as the management function which executes a program of action to earn public understanding and acceptance.. Personal Selling
• Is a form of person-to-person communication in
which a seller attempts to assists and persuade prospective buys to purchase the company’s product or service or to act on an idea. • Unlike advertising, personal selling involves direct contact between buyer and seller, either face-t-face or through some form of telecommunications such as telephone sales. • the seller can see or hear the potential buyer’s reactions and modify the message accordingly. Only for you!!!! Platforms Platforms The IMC Planning Process
• In developing an integrated marketing
communications strategy, a combines the various promotional-mix to produce an effective communications program. • Integrated marketing communications management involves the process of planning them must consider which promotional tools to use and how to integrate them to achieve marketing and communication objectives. IMC STEPS
• George E. Belch & Michael A. Belch brakes the
IMC planning Process into – Review of the Marketing Plan – Promotional Program Situational Analysis • Internal Analysis • External Analysis- – Analysis of the Communication Process – Budget Determination – Developing the IMC Program – Monitoring , Evaluation, and control 1- Review the Marketing Plan and Objective
• Examine overall marketing plan and objectives
• Role of advertising and promotion • Competitive analysis • Assess environmental influences 2-Situation analysis • After the overall marketing plan is reviewed, the next step in developing a promotional plan is to conduct the situation analysis. • the situation analysis focus on the factors that influence or are relevant to the development of a promotional strategy.
– Internal Analysis - External Analysis
• Internal analysis – Promotional department organization – Firm’s ability to implement promotional program – Agency evaluation and selection – Review of previous program results
• External analysis – Consumer behavior analysis – Market segmentation and target marketing – Market positioning 3- Analysis of the Communication Process
• Analyze receiver’s response processes
• Analyze source, message, channel factors • Establish communications goals and objectives 4-Budget Determination • Two basic questions are asked : • What will the promotional program cost? • How will the money be allocated? 5- The IMC program • Developing the IMC program is generally the most involved and detailed step of the promotional planning process. • the planning process have to be made regarding the role and importance of each element of the promotional mix and their coordination with one another 6- Monitoring, Evaluation, and Control
It is important to determine how well the IMC
program is meeting communications objectives and helping the firm accomplish its overall marketing goals and objectives Steps in Developing Effective Communications
Identify target Determine Design
audience objectives communications
Decide on media Establish budget Select channels mix
