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- 1. 1 24736 Marketing Communications SPRING2019 Subject Coordinator: Dr. Valeria Noguti ASSIGNMENT #1 (INDIVIDUAL) Analysis of a marketing campaign for a meat substitute product Value 30% Overview The assignment requires you to analyse a marketing communications campaign within a specific product category. In doing so, you will understand the managerial decisions that were made with respect to a campaign and appreciate the need to plan marketing communications in a comprehensive and integrated manner.
- 2. Details Select a communicationpiece (e.g., TV, digital, or print ad, or social media ad, guerrilla marketing material, etc.) from a marketing campaign related to meat substitute products. The product should be designed to resemble meat (any animal meat, i.e., beef, chicken, pork, fish, etc.), though it does not have to be intended to be so similar that people may not detect that it is not real meat when they taste it. The piece has to mention specifically that the product is targeted at replacing real meat. For example, VBites Cheatin’ sells “Beef Style Slices” making prominent in their packaging that it is “a delicious meat-free alternative”. At the same time, products that are not similar to meat are not suitable options for this assignment. For example, an ad for a veggie pattie cannot be chosen for this assignment, unless it specifically mentions the product is designed to resemble meat. A veggie burger, on the other hand, can be used in the assignment as the word ‘burger’ is associated with the idea of real meat. Overall, any non-real- meat product that is labelled with any word that denotes meat can be used for this assignment, e.g., burger, meat, beef, chicken, etc. Usually they appear with modifying words such as in the example above “Beef Style”, and most will mention some
- 3. related attribute such asthat they are “100% plant based”, or “Vegetarian product”, or “Vegan”, etc. The piece can be from anywhere around the world but note that in case it is not in English you are required to provide full translation in your submission. You cannot choose Beyond Meat, Impossible Foods, or Nuggs, but any other brand adering to the description above should be fine. Ask your workshop facilitator if in doubt. 2 You are required to develop a critique of elements of the communication piece for the brand (i.e., discuss both positive and negative aspects) in terms of the communications objectives, creative strategies and tactics used, as well as the target customer and category positioning (mental partitioning) involved. In particular, look at positioning (market needs) and customer persona(s). Essentially you are required to apply many class concepts. Make sure to conclude with a paragraph stating overall how successful you think the campaign is in reaching the objectives you can infer they want to achieve, and, discussing at least one change (specifically to the material you chose for this assignment) that you think would make the campaign be more successful
- 4. (even if youthink it is already successful) and why. It is likely that you will not have access to information about the entire campaign, so you can make informed inferences by using class content and researching industry information and other sources. You might not be able to consider all the stages (e.g., objectives and budgeting stages) as you would not necessarily have information, however, make an informed guess by stating for example that they “appear to” (or “don’t appear to”), and then provide an explanation to why you think they “appear to” (or “don’t appear to”). Formatting requirements - The report should use standard margins (2.54cm) and 1.5 spacing, 12 size normal font. - The report should include a cover page with student name and number, the tutorial the student is enrolled in (4pm, 5pm, or 6pm), and the name of the brand/product chosen. This should be followed by a page with the chosen communication piece details such as an image of a print ad, a storyboard snapshot and link to a video ad, etc. In a new page start the critique, which should contain the following parts:
- 5. • Campaign BriefDescription • Categor Positioning and ‘Involvement by Motivation’ Grid • Target Customers • Marketing Communications Strategy and Objectives • Creative Strategy and Tactics Include references after the critique. If there are any appendices, include last. - Maximum limit of 800 words, excluding cover, chosen communications piece information, references, and appendices (if any). - Appendices should not contain any content expected in the main body of the report and should only be included if deemed really necessary. 3 Submission requirements - Hard copy of your assignment at the beginning of the workshop on the assignment due date. - Submit a soft copy on Turnitin via UTSOnline.
- 6. - Referencing: ifthe assignment is not properly referenced in text and does not include a references list, marks will be deducted. For further information on referencing see UTS Business School Guide to Writing Assignments. Other requirements - Marks will be deducted for late submission of the assignment. - If there are any unforeseen changes to the information in this document, they will be announced on UTSOnline and/or in class. It is your responsibility to note any changes. Marking Criteria The assignment will be marked using the following criteria: Conviction (50%) Quality of the argument: strong, sensible, deep, focused, conclusive Completeness (40%) How well the topic/issue is covered; both positive and negative aspects are covered; supported by reliable sources/material Presentation (10%) How well the paper is presented; written-expression; proper referencing
- 7. Timeline Assignment due inWeek 6 – 28 August 2019. Lecture Week 5 Creative Strategy © Rustic Look Pencils by Anderson Mancini UTS 24736 Marketing Communications SPRING 2019 Subject Coordinator: Dr. Valeria Noguti 1 Early Feedback Survey Thank you all who sent feedback! On the improvements: Couple of comments on being similar to buyer behavior Second class was to set the concepts we need to discuss marcomms Format with 1hr workshops
- 8. Workshops being spentworking in groups Too fast/feeling unclear: we will spend more time discussing (addresses point above too) Any other feedback? Please send at any time or come for a chat! 2 Copyright © UTS 2 Subject Structure MC Strategy Integrated MC and Budgeting Creative Strategy Media Strategy Evaluation and Metrics Introduction to MC MC Industry Buyers #1: Advertising, sponsorship #2: Direct marketing, personal selling, sale promotion, field and experiential marketing, placement, exhibitions, packaging, licensing #3: Digital, PR 3 Copyright © UTS Foundations Managing Marketing Communications
- 9. Marketing Communications Mix AdvertisingCreativity The ability to generate fresh, unique, and appropriate ideas that can be used as solutions to communications problems Determining what the advertising message will say or communicate Creative Strategy Creative Tactics Determining how the message strategy will be executed Copyright © UTS 4 Marcomms Campaigns Set of interrelated and coordinated marketing communications activities that center on a single theme or idea Appear in different media across a specified time period Campaign theme Central message communicated in all the advertising and promotional activities Expressed through a slogan or tagline Slogan Summation line that briefly expresses the company or brand’s positioning and the message it is trying to deliver to the target audience
- 10. Copyright © UTS Successful,Long-Running Campaigns Nike Just do it Qantas The Spirit of Australia Avis We try harder Yellow Pages Let your fingers do the walking L’Oréal Because I am worth it Carlton United Made from beer Twisties Life’s pretty straight without Twisties Company or Brand Campaign Theme Copyright © UTS Creative Brief Outline Basic problem or issue the advertising must address Advertising and communications objectives Target audience Major selling idea or key benefits/thoughts to communicate Relevant brand values and suggested tone of voice Supporting information and requirements Copyright © UTS 7 Example of Creative Brief: This Girl Can (Sport England) Basic problem: to get more women from the age of 14-40 regularly active and into sport and to keep them playing Communication objective: to liberate women from the judgements that hold them back.
- 11. Target audience: womenaged 14-40 who are currently inactive. They know that they should be exercising and say they want to do more, but aren't. We know that there are many barriers stopping women from exercising, but underlying them all is a single, unifying barrier: a fear of judgement. Women worry about being judged on their appearance, during and after exercise; on their ability, whether they are a beginner or 'too good'; or for spending time exercising instead of prioritising their children or studying. Key thoughts: it doesn't matter how you do it; the brilliant thing is that you are doing it. Relevant brand values and suggested tone of voice: empowering, inclusive & authentic with a 'don't give a damn' attitude (Baskin & Waters WARC 2017) 8 https://www.youtube.com/watch?v=toH4GcPQXpc Copyright © UTS Appeals and Execution Style Communication Appeals The approach used to attract the attention of consumers and/or to influence consumer feelings toward the product, service or cause E.g., rational vs emotional Execution Style The way a particular appeal is turned into a communications message The way the message is presented to the consumer E.g., specifically what will be said, what images will be included, etc Copyright © UTS
- 12. Rational Appeals Focus onthe consumer’s practical, functional, or utilitarian need for the product or service Emphasise: Features of a product or service and/or the benefits Reasons for owning or using a particular brand Copyright © UTS Emotional Appeals Relate to the customers’ social and psychological needs for purchasing a product or service Create favourable effect on consumers’ evaluations of a brand Personal states or feelings: achievement/accomplishment, actualisation, affection, ambition, arousal/stimulation, comfort, excitement, fear, happiness, joy, love, nostalgia, pleasure, pride, safety, security, self-esteem, sentiment, sorrow/grief Social-based feelings: acceptance, approval, affiliation/belonging, embarrassment, involvement, recognition, rejection, respect, status Copyright © UTS Executional techniques: Rational/Information-based appeals Factual Feature appeals: Focus on the dominant traits of the product Favourable price appeals: Makes price offer the dominant point News appeals: News or announcement about the product Product/service popularity appeals: Stresses the brand’s popularity Slice of life
- 13. https://www.youtube.com/watch?v=4tf0-WV8TBs Demonstration https://www.youtube.com/watch?v=_fvk2cbnlJY Comparative advertising, e.g.,Clorox vs Lysol 12 Copyright © UTS Executional techniques: Emotions/feelings-based appeals Fear https://www.youtube.com/watch?time_continue=2&v=6vlFFIVx pFM Humour https://www.youtube.com/watch?time_continue=1&v=fHH3QfB Ss7I Shock (deliberately offends the audience) Sex (good for ad, not so much for brands in unrelated categories) https://www.youtube.com/watch?v=W93AiQkgZa4 Music: great to connect emotionally, works as a cue resulting in several memory, perceptual, and attitudinal effects, works in conditioning, etc https://www.youtube.com/watch?v=BYLD6kXHjgk Fantasy and surrealism 13 Copyright © UTS Shock ad example
- 14. 14 Copyright © UTS Fantasyand Surrealism example 15 Risk of rejection Socially disconcerting “what’s going on here?” leads to high involvement processing Copyright © UTS When to use rational vs emotional appeals? 16 Copyright © UTS For Message Tactics: Informational Motives and Emotions Copyright © UTS For Message Tactics: Transformational Motives and Emotions Copyright © UTS Example: Is the ad appealing to an emotional state?
- 15. Barbara Bank ManagerAd https://www.youtube.com/watch?v=vC58URpEqn4 19 Copyright © UTS Example: Is the ad appealing to an emotional state? 20 Copyright © UTS Advertising/message Tactics: High involvement Informational Motives Transformational Motives https://www.youtube.com/watch?v=VohEkWMkbsI https://www.youtube.com/watch?v=Td3OJGfRYv4 https://www.ispot.tv/ad/w3oT/amica-mutual-insurance- company-let-the-block-find-you Copyright © UTS High involvement tactics: examples Transformational overstating benefits, plus additional information https://www.youtube.com/watch?v=nXQgcOhzal8 22 Informational; effective when initial positive or neutral brand attitude
- 16. Copyright © UTS Advertising/messageTactics: Low involvement Informational Motives Transformational Motives Example: Clorox Ads prior to 2016 Example: Clorox Ads after 2016 Copyright © UTS Exercise Ad1: Coke Energy Ad2: Coke Taste the Feeling – “Friends” Ad3: ANZ Barbara Ad4: TipTop bread Ad5: Wells Fargo bank https://www.ispot.tv/ad/dVfX/wells- fargo-earning-back-your-trust-song-by-black-keys Where do they sit on the grid (don’t forget to look at message tactics)? 24Informational MotivesTransformational MotivesLow InvolvementHigh Involvement Copyright © UTS Using the above tactics Pre-creative strategy Use grid to set parameters in the creative brief Be careful not to stifle creativity
- 17. Post-creative strategy Use specificcreative tactics within the classification to screen the resulting communications This is a disciplined way to check creative tactics 25 Copyright © UTS Elements of Storytelling Stories are used to frame understanding, to encourage individuals to want to be part of the story, and to identify with the characters. Stories consist of a theme and a plot. The most common ones are: https://www.campaignlive.co.uk/article/arla-skyr-the- messenger-wieden-kennedy-london/1344352 Copyright © UTS Is the creative execution consistent with the brand's marketing and advertising objectives? Is the creative execution consistent with the creative strategy and objectives? Does it communicate what it is supposed to? Is the creative execution appropriate for the target audience? Does the creative execution communicate a clear and convincing message to the customer? Does the creative execution overwhelm the message? Is the creative execution appropriate for the media environment in which it is likely to be seen? Is the advertisement truthful and tasteful? Criteria for Evaluating Creative Executions Copyright © UTS Completing Assignment #1
- 18. Read the wholebrief again to make sure you are not missing anything Check report contains all elements specified in assignment brief A good format is to be more descriptive in each heading and include the positive/negatives in a final section (or long paragraph), with your judgement about the campaign (how successful it is and why), together with suggestion of one thing that you would change and why Check how you would score on the marking criteria: Check body word count =< 800 words Submit online Bring hard copy to hand-in in class 28 Copyright © UTS Subject Structure MC Strategy Integrated MC and Budgeting Creative Strategy Media Strategy Evaluation and Metrics Introduction to MC MC Industry Buyers #1: Advertising, sponsorship
- 19. #2: Direct marketing,personal selling, sale promotion, field and experiential marketing, placement, exhibitions, packaging, licensing #3: Digital, PR 29 Copyright © UTS Foundations Managing Marketing Communications Marketing Communications Mix Wrapping up Creative Strategy discussed Next week: * Media Planning and Strategy * Assignment # 1 due * GUEST: KATRINA ALVAREZ-JARRATT (CREATIVE DIRECTOR AT TBWA) 30 Copyright © UTS Conviction (50%) Quality of the argument: strong, sensible, deep, focused, conclusive Completeness (40%) How well the topic/issue is covered; both positive and negative aspects are
- 20. covered; supported byreliable sources/material Presentation (10%) How well the paper is presented; written-expression; proper referencing Conviction (50%) Quality of the argument: strong, sensible, deep, focused, conclusive Completeness (40%) How well the topic/issue is covered; both positive and negative aspects are covered; supported by reliable sources/material Presentation (10%) How well the paper is presented; written-expression; proper referencing Conviction (50%) Quality of the argument: strong, sensible, deep, focused, conclusive Completeness (40%) How well the topic/issue is covered; both positive and negative aspects are covered; supported by reliable sources/material Presentation (10%) How well the paper is presented; written-expression; proper referencing UTS 24736 Marketing Communications SPRING 2019
- 21. Subject Coordinator: Dr.Valeria Noguti Lecture Week 4 Integrated Marketing Communications & Budgeting © Rustic Look Pencils by Anderson Mancini https://www.flickr.com/photos/ektogamat/2103643766/in/photol ist-4cTJ17-8txy33-jMCui-d7UxPW-d3yhbo-9DELkU-7Fjzvg- 2azE3z1-7HeuZy-9q88W6-dcPHGS-dmDFoj-boJE5F-dmDChe- 5Y5kW-8d15Wp-4d35WC-c5FyjY-dxTAYi-bTJ11c-bTHZGk- dLPAst-daR2Ge-6o5FyS-4vse6t-4QT4q9-7J5sHe-9B8NGM- bmi3gT-bEPeVh-MPbW1-azXW3i-dP34ED-jFeMFb-bTHZNV- bWy5ZU-edzANd-kZHH9-Lyf3i-98ALqu-dP8EpJ-8CLedK- 9HLemL-2PKbR5-pPJsFi-bEPfju-CGDuQW-dU2YEr-638iYQ- 5YYXxQ Copyright © UTS Subject Structure Foundations Managing Marketing Communications Marketing
- 22. Communications Mix MC Strategy Integrated MCand Budgeting Creative Strategy Media Strategy Evaluation and Metrics Introduction to MC MC Industry Buyers #1: Advertising, sponsorship #2: Direct marketing, personal selling, sale promotion, field and experiential marketing, placement, exhibitions, packaging, licensing #3: Digital, PR 2
- 23. Copyright © UTS Sowhat is IMC? IMC is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communications programs over time with consumers, customers, prospects, employees, associates, and other targeted relevant external and internal audiences. The goal is to generate both short-term financial returns and build long-term brand and shareholder value (Don Schultz) 3 Copyright © UTS What is good and what is bad about IMC? 4 张欣月� Integrated Marketing Communications Copyright © UTS Major Marketing Communications Platforms Platform Components
- 24. Advertising Print andbroadcast ads, Packaging, outer,, Packaging inserts, Cinema, Brochures and booklets, Posters and leaflets, Directories (e.g. yellow pages), Reprints of ads, Billboards, Display signs, Point-of-purchase displays, DVDs Promotion Contests, games, sweepstakes, lotteries, Premiums and gifts, Sampling, Fairs and trade shows, Exhibits, Demonstrations, Coupons, Rebates, Low-interest Financing, Trade-in allowances, Continuity programs, Tie-ins (Cross-selling) Events and experiences Sports, Entertainment festivals, Arts, Causes, Factory tours, Company museums, Street activities Public Relations (PR) Press kits, Speeches, Seminars, Annual reports, Charitable donations, Publications, Community relations, Lobbying, Company magazine Online and social media marketing Websites, E-mail, Search ads, Display ads, Company blogs, Third-party chatrooms, forums, and blogs, Facebook, Twitter and other platform messages, YouTube channels and videos Mobile marketing Text messages, Online marketing, Social media marketing, Apps Direct / database marketing Catalogues, Mailings,
- 25. Telemarketing, Electronic shopping,TV shopping Personal selling Sales presentations, Sales meetings, Incentive programs, Samples, Fairs and trade shows 5(Keller 2016) Copyright © UTS What is there to be integrated? 6 Not only this part Copyright © UTS The Whole Marketing Mix Communicates… 7 Copyright © UTS Advantages vs Disadvantages of IMC Copyright © UTS
- 26. Short vs LongTerm • How much of your budget should you allocate to short vs long-term? 9 张欣月� 60% long term 40% short term� Copyright © UTS What does the graph mean? 10 Copyright © UTS Brand vs Activation Campaign effects 11 Source: Les Binet and Peter Field, The Long and The Short of It Copyright © UTS To grow, brands need new customers (penetration)
- 27. 12 Source: Les Binetand Peter Field, The Long and The Short of It Overall, campaigns targeting new customers outperform those targeting existing customers. But both are necessary. Need to consider brand strategy and budget allocation Copyright © UTS Why does the balance short and long term work? 13 Source: Les Binet and Peter Field, The Long and The Short of It Copyright © UTS Where the effects are 14 Copyright © UTS Brand building vs Sales activation 15
- 28. Copyright © UTS Salesuplift: Brand building vs Sales activation 16 Copyright © UTS Trade-off Across Channels 17 Copyright © UTS 18 Copyright © UTS Question… • When an ad for a car airs on TV, would you expect to see significant increased online brand search? 19 张欣月� 5 min
- 29. Copyright © UTS Multi-taskerAudiences: TV-to-online spill- over effects Example of synergistic effects across media (Du, Xu, Wilbur, 2019): • Immediate Responses of Online Brand Search and Price Search to TV Ads • TV ads for SUV brands in the US • Analysed +27,000 ad spots on national TV and +750,000 spots on local TV 20 Copyright © UTS Multi-tasker Audiences: TV-to-online spill- over effects • Results • National or local TV generate both brand search and price search spikes immediately after the ad airs • Nearly all of immediate response occurs within 5 min • Brand search peaks during the first min after ad airs, then dissipates quickly
- 30. • Price searchis spread more evenly over the 5 mins • National ads lead to competitor-brand searches, not competitor-price searches • National ads more cost-effective at generating immediate brand searches whereas local ads more cost-effective for price searches 21 Copyright © UTS What TV does 22 Copyright © UTS Online vs Offline: the Power of Synergy 23 • Online is on average 15-30% more efficient, but not across brands and multi-channel approach is best. 张欣月� return on interest
- 31. 张欣月� 协同� Copyright © UTS Onlinecosts have been increasing… 24 Copyright © UTS Variance is much higher for Online, TV is more predictable 25 Copyright © UTS Journeys and Communications Mix 26 (Batra and Keller 2016) Copyright © UTS Cross-media strategies are more effective: Recent findings
- 32. • The highestcampaign ROI comes from a combined multi- channel approach: combining offline and online is 50% more efficient than offline alone and more efficient than online alone. • Online media with a TV campaign drives ROI across all categories, more so in high consideration categories: e.g. travel campaigns with TV + online reach on average 56% higher ROI than TV alone. • 4/10 marketers focus primarily on short-term as indicator of success but on average 30% of the value of incremental transactions are generated after the campaign spend period. Source: IAB “10 learnings from MeasureUp 2018”, Christian Manie (2019) 27 Copyright © UTS $$ Mass Advertising Limited $, targeted campaigns: Direct Marketing; PR; merchandising, POP, Social media, paid search, SEO $$: To generate engagement,
- 33. done in stages:e.g. Advertising + Interaction Focus on Conversion (call-to-action): uses mix of channels No formal comms; WOM; experience Budgeting: What is “the line”? Copyright © UTS Budgeting Techniques (from Chapter 9) Copyright © UTS Budgeting Techniques (cont’d) Copyright © UTS Budgeting – Marginal analysis Sales – Response Function 31 Theoretical basis to explain relationship between advertising spend & sales
- 34. Copyright © UTS Budgeting Sales– Response Function 32 What does this curve say? Copyright © UTS Budgeting Sales – Response Function 33 • What does this curve say? 张欣月� -ad spend initially has little impact -after reaching a certain level(b), it starts having an effect - additional spend-> more little impact on sales - at c, incremental spend has little impact on sale � Copyright © UTS What are the differences in these responses? Model Concave-Downward S-shaped
- 35. Response to advertising investment(immediate or delayed?) Involvement level (high or low?) Product categories (durables or non-durables?) 34 张欣月� immediate delayed 张欣月� low. high 张欣月� non durable durable Copyright © UTS *** Marginal analysis 35 Copyright © UTS Importance of Share of Voice (SOV)
- 36. 36 Copyright © UTS Strategyto Gain Market Share by Increasing Ad Spend 37 Copyright © UTS Budgeting for Other Elements of the Marketing Communications Mix • Besides campaigns focusing on communicating about products and brands, there is corporate advertising, direct marketing that need budgeting as well • Sales promotions can be more easily budgeted as their effects are more quantifiable, especially as a company builds experience. Factors to consider include: • Redemption rate: how many coupons will be used, extra units will be sold, samples demanded, price deals taken • What is the cost covered by the extra units sold? • PR: staffing/agency costs are relatively fixed, no media costs,
- 37. need to include production/eventcosts • Sales force: higher in B2B, fixed costs, take time to train, harder to change quickly 38 Copyright © UTS Which budgeting methods are most used? • 28% judgmental budgeting, 28% objective and task processes, 20% measurement-based, 15% sales, 9% competitive (West el al 2009) • But more precisely, companies use a combination of methods. A popular one is heuristics (e.g. maximum advertising/sales ratio) with analytics (West et al 2014) • Budgeting largely depends on corporate culture, access to data, personalities, industry, timing, risk, etc. • Usually there are many players involved: marketing, finance/accounting, operations, R&D, corporate management, etc. 39
- 38. Copyright © UTS Whenwould you increase your budget? • Competition • Launching a new product • Product differentiation • Low observability of product qualities • Absence of strong price competition • Retailer-manufacturer opportunities or constraints 40 Copyright © UTS Lidl (Aldi competitor) • Prior to 2014, perceived as cheap, without any value other than low price • In 2014, “Taste Test” national TV advertising showing people eating appealing food and later revealing it was from Lidl • Added 2.2% market share over 4 years (they had gained 3.1 share over the previous 20 years, mostly because they expanded number of stores) • Why did it grow?
- 39. 41 Copyright © UTS HowLidl grew 42 Copyright © UTS Wrapping up • Integrate Marketing Communications & Budgeting discussed • Next week: Creative Strategy • Week following the next: Guest speaker Katrina Jarratt - Creative Director at TBWA J 43 UTS 24736 Marketing Communications SPRING 2019 Subject Coordinator: Dr. Valeria Noguti Lecture Week 2
- 40. Buyers and Marketing Communications © RusticLook Pencils by Anderson Mancini1 https://www.flickr.com/photos/ektogamat/2103643766/in/photol ist-4cTJ17-8txy33-jMCui-d7UxPW-d3yhbo-9DELkU-7Fjzvg- 2azE3z1-7HeuZy-9q88W6-dcPHGS-dmDFoj-boJE5F-dmDChe- 5Y5kW-8d15Wp-4d35WC-c5FyjY-dxTAYi-bTJ11c-bTHZGk- dLPAst-daR2Ge-6o5FyS-4vse6t-4QT4q9-7J5sHe-9B8NGM- bmi3gT-bEPeVh-MPbW1-azXW3i-dP34ED-jFeMFb-bTHZNV- bWy5ZU-edzANd-kZHH9-Lyf3i-98ALqu-dP8EpJ-8CLedK- 9HLemL-2PKbR5-pPJsFi-bEPfju-CGDuQW-dU2YEr-638iYQ- 5YYXxQ Copyright © UTS Subject Structure Foundations Managing Marketing Communications Marketing Communications Mix MC Strategy
- 41. Integrated MC andBudgeting Creative Strategy Media Strategy Evaluation and Metrics Introduction to MC MC Industry Buyers #1: Advertising, sponsorship #2: Direct marketing, personal selling, sale promotion, field and experiential marketing, placement, exhibitions, packaging, licensing #3: Digital, PR 2 Copyright © UTS Figure 2.1 A linear model of communications Source: Based on Schramm (1955) and Shannon and Weaver (1962).
- 42. 3 Copyright © UTS Figure2.2 The influencer model of communications Source: From Essentials of Marketing Communications, Pearson Education (Fill, C. 2011) figure 2.2, p. 39. 4 Reprocess information to influence others, e.g., communicators such as influencers Respected as expert authorities in a subject matter, e.g., dentists, lawyers Copyright © UTS Figure 2.4 The interactional model of communications Source: From Essentials of Marketing Communications, Pearson
- 43. Education (Fill, C.2011) figure 2.4, p. 41. 5 CHALLENGE TO GET YOUR MESSAGE RECEIVED AS INTENDED Copyright © UTS Consumer Effects • Motivations • Memory: awareness • Attitudes • Decision Making • Depending upon: • Involvement: high or low; product, category, or communications • Type of user: • New User (of category) • Loyal • Multi-brand loyal • Brand Switcher • Loyal to Competitor (Other-brand loyals) ***
- 44. Copyright © UTS Motivations •Informational: ‘’negative” (want to remove a problem) • Problem removal • Problem avoidance • Incomplete satisfaction • Approach-avoidance • Depletion • Transformational: positive (this is pleasant) • Sensory gratification • Intellectual stimulation • Social approval • Power-status (Rossiter & Percy) 7 Copyright © UTS Figure 3.3 Memory and information storage Memory 8 Copyright © UTS
- 45. Figure 3.4 Astandard decay curve 9 Copyright © UTS Brand Awareness • Recall • Recognition 10 © Walking on Erg Chebbi, Morocco by Dimitri B. https://www.flickr.com/photos/ru_boff/13663817085/in/photolis t-mPqCMc-4Y6Ymw-4Y6YkE-8GJLux-oakpCQ-4Y6Yn5- 5Dssa2-bogdLF-Q4Gc2e-mp3Zbq-5HwZ1W-5cvDDU-bPM4g8- a3vDt-4Y2HAr-mp1F9P-mp2vTv-mp1VNi-a45BLU-mp2FDc- mp3C95-bSyvaR-mp24pv-Q4GaNx-mp41bw-7goYQY- 2cHVFBL-mp1XCF-mp3jbG-mp2e7M-5AUzx8-mp3CNb- mp28TP-mp3rEE-mp1Azi-cn2wxA-mp1X1t-mp27hV-mp265e- mp3iAy-mp41u7-mp2a9B-g49do-mp2f5Z-48jFEV-mp1vjZ- aqUZW6-mp1oPV-RHeFZ3-b73qAk Copyright © UTS Figure 3.6 The three-component attitude model Attitudes 11
- 46. Copyright © UTS Figure3.7 A consumer’s decision-making framework Consumer Decision Making 12 Copyright © UTS Figure 3.8 The buyphases of organisational buying decisions Organisational Buyer Decision Making 13 Copyright © UTS Table 3.2 The main characteristics of the buyclasses Organisational Buying - Types 14 Copyright © UTS B2C
- 47. vs B2B 15From Chapter 1 Copyright© UTS Figure 3.11 Marketing communications approaches for the two levels of involvement Source: From Essentials of Marketing Communications, Pearson Education (Fill, C. 2011) figure 3.7, p. 74. MC in High vs Low Involvement 16 Copyright © UTS 17 Copyright © UTS 18 Copyright © UTS Buyer Journeys 19
- 48. Copyright © UTS CircularJourney 20 Copyright © UTS *** 21 Copyright © UTS Customer Experience (CX) • CX is the set of connections a customer has with a brand via touchpoints. CX maps are built to visualise touchpoints. • Online touchpoints: include video views, mobile and desktop content consumption, social media, e-commerce transactions, chatbots, and connected IoT (Internet of Things) devices (e.g., Alexa). • Offline touchpoints: include in-store, in-branch, outdoor, and experiential advertising, and sampling. https://www-warc- com.ezproxy.lib.uts.edu.au/content/article/bestprac/what_we_kn ow_about_customer_experience/122499 • Variations on CX maps include product consumption (post
- 49. purchase), interaction with advertising(pre purchase) and other moments. Can also go from very detailed to not so detailed, or focus on some moments and not others. 22 https://www-warc- com.ezproxy.lib.uts.edu.au/content/article/bestprac/what_we_kn ow_about_customer_experience/122499 Copyright © UTS Consumer Experience Journey Maps (CXJMs) Milk example: • research in the US showed that kids loved drinking milk and ranked milk the same as pizza, as a top favourite food • key touchpoint failure: when kids reached into the refrigerator for a snack or beverage, milk was not top of mind • solution: targeted kids directly; used catchy slogan “Milk It”; used kid influencers (Shimmel & Lorent 2017, ADMAP) 23
- 50. Copyright © UTS PurchaseJourney Map - Touchpoints (example for product in FMCG category) 24 https://www-warc- com.ezproxy.lib.uts.edu.au/content/article/Five_tips_for_market ing_through_the_customer_journey/112289 https://www-warc- com.ezproxy.lib.uts.edu.au/content/article/Five_tips_for_market ing_through_the_customer_journey/112289 Copyright © UTS Involvement by Motivation Grid (Rossiter & Percy) 25 Copyright © UTS Wrapping up • Buyers and Marketing Communications discussed • Project Product explained • Next week: Marketing Communications Strategy 26
- 51. UTS 24736 MarketingCommunications SPRING 2019 Subject Coordinator: Dr. Valeria Noguti Lecture Week 3 Marketing Communications Strategy © Rustic Look Pencils by Anderson Mancini1 https://www.flickr.com/photos/ektogamat/2103643766/in/photol ist-4cTJ17-8txy33-jMCui-d7UxPW-d3yhbo-9DELkU-7Fjzvg- 2azE3z1-7HeuZy-9q88W6-dcPHGS-dmDFoj-boJE5F-dmDChe- 5Y5kW-8d15Wp-4d35WC-c5FyjY-dxTAYi-bTJ11c-bTHZGk- dLPAst-daR2Ge-6o5FyS-4vse6t-4QT4q9-7J5sHe-9B8NGM- bmi3gT-bEPeVh-MPbW1-azXW3i-dP34ED-jFeMFb-bTHZNV- bWy5ZU-edzANd-kZHH9-Lyf3i-98ALqu-dP8EpJ-8CLedK- 9HLemL-2PKbR5-pPJsFi-bEPfju-CGDuQW-dU2YEr-638iYQ- 5YYXxQ Copyright © UTS Subject Structure Foundations Managing Marketing
- 52. Communications Marketing Communications Mix MC Strategy Integrated MCand Budgeting Creative Strategy Media Strategy Evaluation and Metrics Introduction to MC MC Industry Buyers #1: Advertising, sponsorship #2: Direct marketing, personal selling, sale promotion, field and experiential marketing, placement, exhibitions, packaging, licensing #3: Digital, PR
- 53. 2 Copyright © UTS Top20 Advertisers Australia 2019 Financial Year Total Estimated Spend ($M) 3 https://www.adnews.com.au/news/the-top-20-advertisers- in-australia-for-2019 https://www.adnews.com.au/news/the-top-20-advertisers-in- australia-for-2019 Copyright © UTS Australian Advertising 2019 4https://www.adnews.com.au/news/the-top-20-advertisers-in- australia-for-2019 https://www.adnews.com.au/news/the-top-20-advertisers-in- australia-for-2019 Copyright © UTS Global advertising spending from 2010 to 2019 (in billion U.S. dollars) Global advertising spending 2010-2019
- 54. Note: Worldwide; 2010to 2018 Further information regarding this statistic can be found on page 8. Source(s): GroupM; ID 236943 399.26 418.28 434.04 451.14 467.58 485.17 503.67 521.38 543.71 563.02 0 100 200 300 400 500 600
- 55. 2010 2011 20122013 2014 2015 2016 2017 2018 2019* S pe nd in g in b ill io n U .S . d ol la rs 2 http://www.statista.com/statistics/236943/global-advertising- spending Copyright © UTS Largest global advertisers in 2017, by ad spending (in billion
- 56. U.S. dollars) Largest globaladvertisers 2017 Note: 2017 Further information regarding this statistic can be found on page 8. Source(s): Advertising Age; OnlineMarketing.de; ID 286448 11.2 10.5 8.6 8.5 7.2 0 2 4 6 8 10 12 Samsung Electronics Procter & Gamble Co. L'Oréal Unilever Nestle Spending in billion U.S. dollars http://www.statista.com/statistics/286448/largest-global- advertisers
- 57. Copyright © UTS Advertisingspending in the world's largest ad markets in 2018 (in billion U.S. dollars) Advertising spending in the world's largest ad markets 2018 Note: Worldwide; June 2019; estimates; current prices Further information regarding this statistic can be found on page 8. Source(s): Zenith; ID 273736 229.68 87.08 43.18 27.5 24.92 13.47 13.26 12.89 12.43 10.78 9.04 9 8.93 7.48 6.51 6.13 5.11 5.11 4.81 4 0 50 100 150 200 250
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- 61. ed en S pe nd in g in b ill io n U .S . d ol la rs 4 Population: Canada =>~ 37 million Australia => ~ 24.5 million
- 62. US => ~327 million Sweden => ~ 10 million China => ~ 1400 million Ad $ per capita: $292 $506 $703 $400 $62 http://www.statista.com/statistics/273736/advertising- expenditure-in-the-worlds-largest-ad-markets Copyright © UTS Year-over-year change of advertising expenditure in selected countries from 2016 to 2018 Ad spend growth 2016-2018, by country Note: Worldwide; January 2018; forecast; current prices; worldwide data based on 12 major markets Further information regarding this statistic can be found on page 8. Source(s): WARC; Website (adobomagazine.com); ID 276805
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- 65. -10.0% -5.0% 0.0%5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% India Russia China Australia United States Brazil Wo rld wide United Kingdom Italy Japan Germa ny Fra nce 2018 2017 2016 Year-over-year change Russia: 16: $6.6 bi 17: $8.7 bi
- 66. 18: $9.7 bi WorldCup… UK: 15: $28.6 bi 16: $26.5 bi 17: $25.6 bi 18: $26.5 bi Brexit ref 2016 http://www.statista.com/statistics/276805/global-advertising- market-forecast Copyright © UTS Distribution of global advertising expenditure from 2015 to 2020, by media Global advertising expenditure 2015-2020, by media Note: Worldwide; 2015 to 2018 Further information regarding this statistic can be found on page 8. Source(s): Dentsu Aegis Network; ID 245440 24.6% 31.8%
- 67. 35.6% 38.5% 41.4% 43.8% 42% 38.3%36.6% 35.4% 34.1% 33.2%12.4% 10.4% 9.1% 8% 7.1% 6.3% 6.9% 6.3% 6.3% 6.3% 6.3% 6.2% 6.6% 6.5% 6.3% 6.2% 6% 5.8% 6.9% 6.3% 5.6% 5% 4.5% 4.1% 0.5% 0.6% 0.6% 0.6% 0.6% 0.6% 0.0% 20.0% 40.0% 60.0% 80.0% 100.0% 120.0% 2015 2016 2017 2018 2019* 2020* S ha
- 68. re Digital TV NewspapersOut of home Radio Ma gazines Cinema 2 http://www.statista.com/statistics/245440/distributuion-of- global-advertising-expenditure-by-media Copyright © UTS Table 5.1 An audience interpretation of marketing communications strategy Target x Communications Goal 10 Copyright © UTS Figure 5.3 The direction of a marketing communications pull strategy Source: From Essentials of Marketing Communications, Pearson Education (Fill, C. 2011) figure 4.2, p. 99. Pull Strategies 11 Copyright © UTS
- 69. Figure 5.4 Thedirection of a marketing communications push strategy Source: From Essentials of Marketing Communications, Pearson Education (Fill, C. 2011) figure 4.3, p. 102. Push Strategies 12 Copyright © UTS How do Marketing Communications (Marcoms) contribute to profit? Profit = (Price – Cost) x Unit Sales Which can you influence through Marcoms? 13 张欣月� 张欣月� how increase sales —>spread fixed costs over more units, decrease costs/ unit (economics of scale) assist “pre-sales”, e.g., reduce cost of personal selling.� 张欣月�
- 70. 张欣月� 张欣月� decrease costs Copyright ©UTS Sales & Market Share Objectives Can sales and market share be used interchangeably? • Market share is relative to competitors: • In growing markets: • ↑ Sales => Market Share: no change • ↑ Sales => Market Share ↓ (competitors’ sales are gr • In declining markets: • ↓ Sales => Market Share: no change • ↓ Sales => Market Share ↑ (e.g., competitors are leaving the market) • Sales always important objective! • If market share is used as an objective, the competitive landscape needs to be identified 14 Copyright © UTS
- 71. Marketing Communications Objectives 15 Marcomsneed to align with corporate objectives; Some campaigns designed to promote corporate objectives Primary objectives Intermediary objectives, conducive to the ultimate objectives For long term, sustainable achievement of primary objectives, behavioural objectives are important: e.g., loyalty Copyright © UTS
- 72. Awareness as anObjective 16 Example: promote important/new attribute Novelty, POS activity High involvement ads (faster effect); Classical conditioning (may be slower to build effect) Example: radio which is cheaper than tv, support WOM Provide a lot of information such as a good website, allow experimentation, invest in salespeople, etc Copyright © UTS SMART Objectives
- 73. 17 Copyright © UTS CategoryPositioning (mental partitioning) Automobiles Regular Sedans European cars Japanese cars Korean cars American cars Large Medium High-priced Medium- priced Chevrolet Monte Carlo Ford Focus Chrysler Sebring Low-priced Small SUVs and other truck- like vehicles
- 74. 18 (Rossiter & Percy2018) Copyright © UTS Category Positioning (mental partitioning) • Defining your market • What is the true market that your brand competes in? • If consumer wants to satisfy thirst: what options are available? • Build a category positioning 19 Copyright © UTS Perceptual Mapping 20 Copyright © UTS Positioning Strategies • Product features: Aldi “Good Different” • Price/quality: Private label products (e.g., Woolworths Select = good
- 75. value) • Use: AfterEight chocolate • Product class dissociation: Dove is “not soap” • User: Lynx/Axe (from teen repositioned to uni guy “Find your magic”) • Competitor: Avis ”we are number 2, we try harder” • Benefit: Wash and Go shampoo • Heritage or cultural symbol: Patek Philippe watches 21 *** The Economist 22 • Problem: getting people to subscribe at full price • Research: problem caused by targeting wrong consumers • Readers: loyal, open-minded and comfortable when challenged • Non-readers: lack of awareness or misconception about content • (what do you think about the publication?) • Task: encourage new audiences to re-evaluate their understanding of the brand, ie.e, get the right target market (open-minded people, comfortable when challenged, “globally curious”) to do this re-evaluation so that they would subscribe; need to screen out the wrong target (someone not likely to read it)
- 76. • Objective: • Main:sell x number of subscriptions, ROI of x%, increase retention rate to 25% • Intermediary: • increase by x% the number of people in the UK that find the brand interesting • decrease by x% the number of people in the UK that find the brand boring and dry • Budget: only £10,000 Copyright © UTS Questions: • What is the positioning strategy used? • What is the buyer group the campaign is targeting? • What are the direct competitors (partitioning)? • How is the campaign contributing to profit? Price, cost, unit sales? • Why did it reach the results it did? 23 张欣月� new costomers 张欣月�
- 77. Copyright © UTS Wrappingup • Marketing Communications Strategy discussed • Next week: Integrated Marketing Communications & Budgeting 24