Marketing communication


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A slide show of mine where I tell about the basics in marketing communication

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Marketing communication

  1. 1. MARKETING COMMUNICATION Johanna Heinonen JH 17.1.2012
  2. 2. EssentialsCOMMUNICATION 1) Who is the receiver?    What and how he wantsSender Receiver to be communicated? 2) Who is the sender?      ”A good ”A GOOD What and how is the most result!” RESULT” natural way to  Channel communicate? 3) What is the message?  How the message should be formulated in order to  be interesting? 4) Which channel is to be used? How the message reaches the receiver best? Pekka Disturbance Igor 5) Risks and disturbances?  • hunter • circus manager What are the risks and  • 30 years • 60 years how they are anticipated?  • Lapland • Moscow Target, timing, channels,  etc? JH 17.1.2012
  3. 3. MARKETING MIX ‐PROMOTION PRICE PRODUCT PEOPLE PLACE PROMOTION PROMOTION = All communication that happens inside or outside the company 1. You’ve got to have something to tell – the central message / the service promise • Company’s point of view • Customers’ point of view!!! 2. ”The package” • You’ve got to express the central message in such a way that customers pay attention to it, notice your message and adapt it as their own 3. Media choices • You’ve got to find the medias that your customers follow and use them as your marketing channels • The package? / The budget? / The effect? 4. Timetable 5. Responsibilities (The role of advertising agency?) JH 17.1.2012
  4. 4. PROMOTION• Information about a product, product line, brand, or company one  of the five key aspects of the marketing mix• Definition of Promotion – Promotion keeps the product in the minds of the customer and helps  stimulate demand for the product.  – Promotion involves ongoing advertising and publicity• Above the line promotion:  – promotion in the media  – advertiser pays for it – targeted directly to the customers• Below the line promotion:  – All other promotion – Promotion targeted to other groups than customers – affects indirectly  customers – For example sponsorship, product placement, sales promotion, public  relations, trade shows JH 17.1.2012
  5. 5. PROMOTION• Promotional mix or communication mix: – Advertising: Any paid presentation and promotion of ideas, goods, or services by an  identified sponsor    – Personal selling: A process of helping and persuading one or more prospects to purchase  a good or service or to act on any idea through the use of an oral presentation.  – Sales promotion: Incentives designed to stimulate the purchase or sale of a product,  usually in the short term    – Public relations: Non‐paid non‐personal stimulation of demand for a product, service, or  business unit by planting significant news about it or a favorable presentation of it in  the media. • Two strategies: "push" and "pull". – Push • Uses salesmen and trade promotion to create consumer demand for a product. • The producer promotes the product to wholesalers, the wholesalers promote it to  retailers, and the retailers promote it to consumers. – Pull • Uses advertising and consumer promotion to build up consumer demand for a  product. • If the strategy is successful, consumers will ask their retailers for the product, the  retailers will ask the wholesalers, and the wholesalers will ask the producers. NOTE! With promotion you build images and give information. Whether your promotion  campaign has emphasis on information or images depends firstly on customers wishes and  values and secondly on your product and company. JH 17.1.2012
  6. 6. Decisions in  marketing communication Interactive marketing Support for salesCustomer Personal Advertising Sales Public service selling Promotion Relatuins Communication in the print media Direct marketing Outdoor advertising Electric media (radio, TV, internet etc.) JH 17.1.2012
  7. 7. AdvertisingA message that is sent and paid by a recognisable sender usually in massmedia. The message tells aboyt the services, products and the company and its goal ist tucreate/increase selling and/or the knowledge of the product/service/company orcreate/improve the image of the prodWhy advertising needs?1. It informs customers of the product/service/company and its contents and elements,  the price, the selling places…2. It affects people’s attitudes and feelings and it aims for creating a good product‐ and  company image; a brand. 3. It wants to create a will for purchase by telling the good sides and the advantages in  buying the product Johanna Heinonen-Salakka JH 17.1.2012 12.2.2002
  8. 8. The positive elements in advertising • Reaches masses • Quick • Cheap, if you consider the number of persons you  reach • Cheap for the customerThe negative elements in advertising • Expensive • Demands skills to be done right • Impersonal Johanna Heinonen-Salakka JH 17.1.2012 12.2.2002
  9. 9. How to make a good advertisement?BASIC:Keep it simpleDon’t change it  • in order to make people remember your advertisement, you must  use the same elements over and over again during the years. E.g. The  color blue in Fazer blue chocklate, color Red in Viking Line, three  stripes in Adidas, ”Have a Coce and a smile”Advertisements can be• Visually same (same color, logo etc)• Verbally same (same slogan)• Orally same (same sound) Johanna Heinonen-Salakka JH 17.1.2012 12.2.2002
  10. 10. How to make a good advertisement?Go public regularyly and often enoughDon’t use too many elements in your advertisement – rather use empty spaceUse picture as often as its possibleFurther information about the topic can be found e.g. the following netsites:•• Johanna Heinonen-Salakka JH 17.1.2012 12.2.2002
  11. 11. CONTENTS IN ADVERTISING• main promise / central message• the parts that support the main promiseUseful tool is AIDA (e.g. an exaggerated version is TV Shop)A get your customers’ attentionI create interestD make them desire your product / companuA make them act (buy)S guarantee satisfaction Johanna Heinonen-Salakka JH 17.1.2012 12.2.2002
  12. 12. Advertising campaingLasts a certain period during which the advertiser sends a message to the target group in the chosen mediasThe same message can be told with different communication toolsLevels in advertising campaing1. National2. Regional3. In one shop or residence Johanna Heinonen-Salakka JH 17.1.2012 12.2.2002
  13. 13. PLANNING AND ADVERTISING CAMPAIGN Gathering background information Goals and target groups for advertising campaign Publishing time Budget Choosing media/s Number of repeats Deciding the central Message and contents Implementantion: Pretesting Production Publishing Measuring the effectiveness and gathering feed back JH 17.1.2012
  14. 14. Timing alternatives for an advertising campaing Even Rising Sinking Changing CenteredContinuous Breaking JH 17.1.2012
  15. 15. Advertising medias• Print media (newspapers, magazines etc) (further information e.g. edia.htm)• Radio (further information e.g. and• TV (further information e.g. and• Internet• Outdoor advertising adn advertising on vehicles• Advertising in the shopWhy to choose a certain advertising media? 1. Target group 2. The elements in product or service 3. Competitor’s actions 4. Economic point of views Johanna Heinonen-Salakka JH 17.1.2012 12.2.2002
  16. 16. GOALS IN ADVERTISING• informational goals• goals that aim for change the attitudes among target group•goals that aim for action in target group JH 17.1.2012
  17. 17. MEASUREMENTSIn general: Read this  – Opportunity to seeHow many times people who are reached by the media has an oppotunityto see the asvertisementCover numbersHow many percent of the target group will be reachedContact numbersHow much does it cost to reach one people Johanna Heinonen-Salakka JH 17.1.2012 12.2.2002