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Class 8 marketing communication mkt mana
- 1. 1 Class 8: MAKETING MANAGEMENT Instructor:Asso.Prof.Dr. Le Thi My Linh Designing and Managing Integrated Marketing Communications
- 2. 2 What are Marketing Communications? Marketingcommunications are the means by which firms attempt to inform, persuade, and remind consumers, directly or indirectly, about the products and brands they sell.
- 3. 3 ⢠Integrated MarketingCommunications â The concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products. â IMC implementation often requires the hiring of a MarCom manager. Integrated Marketing Communications
- 4. 4 Corporate Level MessageSources Administration Manufacturing/ Marketing Finance Human Legal Operations Resources Cross-Functional Brand Equity (IM) Team Marketing Level Message Sources Product Price Marketing Distribution Mix Mix Communication Mix Cross-Functional IMC Team Marketing Communication Level Message Sources Personal Adver- Sales Direct Public Pack- Events Sales tising Promotion Marketing Relations aging Interactivity Other Stakeholders Employees Investors Financial Community Government Regulators Customers Distributors Suppliers Competition Consumers Local Community Media Interest Groups Communication-Based Marketing Model
- 5. 5 Marketing Communications (Advertising, Publicity/ Public Relations,Web Site) Marketing Level (Products, Price, Store Atmosphere) Corporate Level (Social Responsibility) Nike
- 6. 6 Communication Levels ⢠CorporateLevel ⪠Messages sent by a companyâs overall business practices and philosophies such as its mission, labor practices, philanthropies, culture and other processes ⢠Marketing Level ⪠Messages sent or inferred from various aspects of a companyâs marketing mix such as product quality and performance, design, appearance, pricing, and distribution ⢠Marketing Communication Level ⪠Strategic and executional consistency among all forms of marketing communication
- 7. 7 What is IntegratedMarketing Communications (IMC)? IMC is a strategic business process used to: ⪠plan, develop, execute and evaluate coordinated, measurable, persuasive brand communication programs ⪠with consumers, customers, prospects employees and other relevant external and internal audiences ⪠goal is to generate short-term financial returns and build long-term brand value Dr. George Belch,San Diego State University
- 8. 8 Marketing Communications Mix â˘Advertising ⢠Sales promotion ⢠Events and experiences ⢠Public relations and publicity ⢠Direct marketing ⢠Interactive marketing ⢠Word-of-mouth marketing ⢠Personal selling
- 9. 12 5 Digital MarketingTrends 1.SMO (Social Media Optimisation) 2.Video Marketing 3.Gamification 4.Privacy Compliance 5.Google Analytics v5 12
- 10. 13 Word-of-Mouth Marketing ⢠Person-to-person â˘Chat rooms ⢠Blogs
- 11. 14 Figure Elements inthe Communications Process
- 12. 15 The Communications Process Selectiveattention Selective distortion Selective retention
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- 14. 17 Steps in DevelopingEffective Communications 1. Identify target audience 2. Determine objectives 3. Design communications 4. Select channels 5. Establish budget 6. Decide on media mix 7. Measure results/manage IMC
- 15. Step 1: Identify TargetAudience ⢠assessing the audienceâs current image of the company, the products, and the competitors. â First step is to measure target audienceâs knowledge of the subject â Second step is to determine feelings toward the product ⢠checking on the image variance:
- 16. Copyright Š 2011Pearson Step 2: Communications Objectives ⢠Category need ⢠Brand awareness ⢠Brand attitude ⢠Purchase intention
- 17. 20 Step 3: Designingthe Communications ⢠Message strategy ⢠Creative strategy ⢠Message source ⢠Global adaptation j0349642
- 18. Message Strategy: whatto say Copyright Š 2011 Pearson Develop appeals, themes, or ideas that tie into positioning and establish points-of-difference or points-of- parity Step 3: Designing the Communications
- 19. 22 Creative Strategy: howto say ⢠Informational and transformational appeals: â Informational: elaborates on attributes or benefits â Transformational: elaborates on a non-product- related benefit or image Step 3: Designing the Communications
- 20. 23 â AIDA frameworkguides message design â Message content contains appeals or themes designed to produce desired results ⢠Rational appeals ⢠Emotional appeals (positive and negative) â Love, pride, joy, humor, fear, guilt, shame ⢠Moral appeals Step 3: Designing the Communications Creative Strategy: how to say
- 21. 24 Message Source: whoshould say it Celebrity Characteristics â Expertise â Trustworthiness â Likeability wwwcirc Step 3: Designing the Communications
- 22. 25 â Message Structure:Key decisions are required with respect to three message structure issues: ⢠Whether or not to draw a conclusion ⢠One-sided vs. two-sided argument ⢠Order of argument presentation â Message Format: Design, layout, copy, color, shape, movement, words, sounds, voice, body language, dress, etc. Step 3: Designing the Communications
- 23. Evaluate the :Marketing communication design? ⢠Is it original? ⢠Is it clear? ⢠Does it create the right feeling for the right impression? ⢠Does the feeling of the creative solution fit the brand personality? (Does the design make the right impression for your organisation?) 26
- 24. 27 Does the designmake the right impression for your organisation? ⢠Does the design meet the requirement which were established at the beginning of the project? â Is it appropriate for the target audience? â Does it support the posionning goal? â Does it describe the benefits of key features? â Does it leave the viewer wiwth a dominant uncluttered message?
- 25. 28 Does the designmake the right impression for your organisation? ⢠Does the design convey the feeling which is appropriate for positionning goal? â Visual elements have personalities. Examine them individually to see if they contribute to the goal ⢠Have the core identity elements been used correctly? ⢠Have they been used in a way which communicates your organization's identity effectively?
- 26. 29 ⢠Step 4:Select channels â Personal communication channels ⢠Includes face-to-face, phone, mail, and Internet chat communications ⢠Word-of-mouth influence is often critical ⢠Buzz marketing cultivates opinion leaders â Nonpersonal communication channels ⢠Includes media, atmosphere, and events Developing Effective Communication
- 27. 30 Step 5: Establishthe Budget Affordable Percentage-of-Sales Competitive Parity Objective-and-Task
- 28. 31 Objective-and-Task Method ⢠Establishthe market share goal ⢠Determine the percentage that should be reached ⢠Determine the percentage of aware prospects that should be persuaded to try the brand ⢠Determine the number of advertising impressions per 1% trial rate ⢠Determine the number of gross rating points that would have to be purchased ⢠Determine the necessary advertising budget on the basis of the average cost of buying a GRP
- 29. 32 ⢠Checklist: Integratingthe Promotion Mix â Analyze trends (internal and external) â Audit communications spending â Identify all points of contact â Team up in communications planning â Make all communication elements compatible â Create performance measures â Appoint an IMC manager Setting the Promotional Budget and Mix
- 30. Step 6: Decidingon the Marketing Communications Mix âCharacteristics of the Marketing Communications Mix (eight major modes of communication) âFactors in Setting the Marketing Communications Mix Copyright Š 2011 Pearson
- 31. 34 Characteristics of the MarketingCommunications Mix Public Relations and Publicity ⢠High credibility ⢠Ability to catch buyers off guard ⢠Dramatization Events and Experiences ⢠Relevant ⢠Involving ⢠Implicit
- 32. 35 Characteristics of the MarketingCommunications Mix Direct Marketing ⢠Customized ⢠Up-to-date ⢠Interactive Personal Selling ⢠Personal interaction ⢠Cultivation ⢠Response Word-of-Mouth Marketing ⢠Credible ⢠Personal ⢠Timely
- 33. Copyright Š 2011Pearson Factors in Setting Communications Mix ⢠Type of product market ⢠Buyer readiness stage ⢠Product life cycle stage
- 34. Figure Cost-Effectiveness of DifferentCommunication Tools Copyright Š 2011 Pearson
- 35. 38 Developing and Managingthe Advertising Campaign Figure : The Five Ms of Advertising
- 36. 39 Sales Promotion ⢠Salespromotions are short-term incentives designed to stimulate purchase among consumers or trade ⢠Purpose of sales promotion â Attract new triers or brand switchers â Reward loyal customers â Increase repurchase rates
- 37. 40 Sales Promotion Prizes Coupons POPDisplays & Demonstrations Cross-Promotions Patronage Awards Samples Product Warranties Cash Refunds Free Trials Premiums Tie-in Promotions Major Consumer Sales Promotion Tools
- 38. 41 Direct Marketing ⢠Directmarketing uses consumer-direct channels to reach and deliver offerings to consumers without intermediaries. ⢠Direct marketing is growing and offers consumers key benefits. ⢠Firms are recognizing the importance of integrated direct marketing efforts.
- 39. Viral Marketing ⢠Thedigital version of word of mouth marketing, videos, ads, and other marketing content that is so infectious that customers will seek it out or pass it along to friends ⢠Eg. Google Androidâs âFriends Fureverâ video was shared more than 6.4 million times in its first nice months making it the most shared video of all the time 42
- 40. 43 Social Media ⪠Onlinetechnologies and practices that people use to share content, opinions, insights, experiences, perspectives and media themselves. ⪠Created, initiated, circulated and used by consumers intent on educating one another about products, brands, services, people and issues
- 41. 44 The Social MediaLandscape
- 42. Most used socialmedia platforms 2023 45
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- 44. Mobile Marketing ⢠Marketingmessages, promotion, and other content delivered to on the go consumers through their mobile devices ⢠62.8 mil people own smart phone 2022, 96% of people used internet 47
- 45. Communication tools varyat different product life-cycle stages â Introduction stage â most cost effective are advertising, events and experiences, and publicity â Growth stage âall tools can be toned down because word-of-mouth and interactive marketing. â Maturity stage: Advertising, events and experiences and personal become more important. â Decline stage â sales promotion continues strong, other communication tools are reduced 48
- 46. Step 7: Measuring CommunicationResults â Measure impact by measuring target audience recall, impressions or feelings about the message, and previous attitudes versus current attitudes â Collect behavioral measures of audience response including transactional data and word-of-mouth 49
- 47. 50 Developing and Managingthe Advertising Campaign Figure : Formula for Measuring Sales Impact of Advertising
- 48. For Review ⢠Whatis the role of marketing communications? ⢠What are the major steps in developing effective communications? ⢠What is the communications mix and how should it be set? ⢠What is an integrated marketing communications program? Copyright Š 2011 Pearson