1 24736 Marketing Communications SPRING 2019 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. Details Select a communication piece (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 related attribute such as that 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 c ...

1. 1
24736 Marketing Communications
SPRING 2019
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 communication piece (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 as that 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 you think 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 Brief Description
• 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: if the 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 in Week 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 spent working 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
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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
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Foundations
Managing Marketing Communications

9. Marketing Communications Mix
Advertising Creativity
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
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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
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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
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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: women aged 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
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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
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12. Rational Appeals
Focus on the 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
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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
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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
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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
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Shock ad example

14. 14
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Fantasy and Surrealism example
15
Risk of rejection
Socially disconcerting
“what’s going on here?” leads to high involvement processing
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When to use rational vs emotional appeals?
16
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For Message Tactics:
Informational Motives and Emotions
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For Message Tactics:
Transformational Motives and Emotions
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Example: Is the ad appealing to an emotional state?

15. Barbara Bank Manager Ad
https://www.youtube.com/watch?v=vC58URpEqn4
19
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Example: Is the ad appealing to an emotional state?
20
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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
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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/message Tactics:
Low involvement
Informational Motives Transformational Motives
Example: Clorox Ads prior to 2016
Example: Clorox Ads after 2016
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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
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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 specific creative tactics within the classification to screen
the resulting communications
This is a disciplined way to check creative tactics
25
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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
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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
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Completing Assignment #1

18. Read the whole brief 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
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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 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
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-
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9HLemL-2PKbR5-pPJsFi-bEPfju-CGDuQW-dU2YEr-638iYQ-
5YYXxQ
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Subject Structure
Foundations
Managing
Marketing
Communications
Marketing

22. Communications
Mix
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
2

23. Copyright © UTS
So what 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
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What is good and what is bad about IMC?
4
张欣月�
Integrated Marketing Communications
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Major Marketing Communications Platforms
Platform Components

24. Advertising Print and broadcast 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)
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What is there to be integrated?
6
Not only this part
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The Whole Marketing Mix Communicates…
7
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Advantages vs Disadvantages of IMC
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26. Short vs Long Term
• How much of your budget should you allocate to short vs
long-term?
9
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60% long term
40% short term�
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What does the graph mean?
10
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Brand vs Activation Campaign effects
11
Source: Les Binet and Peter Field, The Long and The Short of It
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To grow, brands need new customers
(penetration)

27. 12
Source: Les Binet and 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
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Brand building vs Sales activation
15

28. Copyright © UTS
Sales uplift: Brand building vs Sales activation
16
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Trade-off Across Channels
17
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18
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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-tasker Audiences: 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
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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 search is 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
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What TV does
22
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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�
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Online costs have been increasing…
24
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Variance is much higher for Online, TV is
more predictable
25
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Journeys and Communications Mix
26
(Batra and Keller 2016)
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Cross-media strategies are more effective:
Recent findings

32. • The highest campaign 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
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$$ Mass
Advertising
Limited $, targeted campaigns:
Direct Marketing; PR; merchandising,
POP, Social media, paid search, SEO
$$: 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”?
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Budgeting Techniques (from Chapter 9)
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Budgeting Techniques (cont’d)
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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?
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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 �
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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
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immediate delayed
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low. high
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non durable durable
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***
Marginal analysis
35
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Importance of Share of Voice (SOV)

36. 36
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Strategy to Gain Market Share by Increasing
Ad Spend
37
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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/event costs
• Sales force: higher in B2B, fixed costs, take time to train,
harder to
change quickly
38
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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
When would 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
How Lidl 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
© 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
Communications
Marketing
Communications
Mix
MC Strategy

41. 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
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
Figure 2.2 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 A standard 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
Figure 3.7 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
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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
Circular Journey
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
Purchase Journey 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 Marketing Communications
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 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

53. 2
Copyright © UTS
Top 20 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; 2010 to 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 2012 2013 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 global advertisers 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
Advertising spending 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

58. Un
ite
d
St
at
es
Ch
ina
Ja
pa
n
Un
ite
d
Ki
ng
do
m
Ge
rm
an
y
Br
az

59. il
Fr
an
ce
So
ut
h K
or
ea
Au
str
ali
a
Ca
na
da Ita
ly
In
do
ne
sia
In
dia

60. Ru
ss
ia
Sp
ain
Sw
itz
er
lan
d
Me
xic
o
Be
lgi
um
Ne
the
rla
nd
s
Sw

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

63. 13.1%
11.9%
8%
6.4%
5.1%
5.1%
4.7%
3.5%
3.4%
3%
2.3%
1.1%
15.2%
31.7%
4.7%
8.6%
3.3%
12.9%

64. 3%
-3.5%
0.7%
-1%
0.1%
-1.3%
6.5%
6.4%
4.5%
5.8%
8.5%
3.4%
3.8%
-7.3%
4.2%
14.2%
2.5%
0.9%

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
World Cup…
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 Newspapers Out 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 The direction 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
Marcoms need 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 an Objective
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
Category Positioning (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 & Percy 2018)
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: After Eight 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
Wrapping up
• Marketing Communications Strategy discussed
• Next week: Integrated Marketing Communications &
Budgeting
24