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Marketing for MOST Module 09 – Marketing Communication Strategies
技術経営コンソーシアム 開発担当者 ：Ritsumeikan Asia Pacific University 教授: Takamoto, Akihiro 更新日 October, 2003
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Module 09: Communication Strategies
The fourth P Communication Process Designing and Managing Integrated Marketing Communications Identifying the Target Audience Determining the Communication Objectives Designing the Message Selecting the Communication Channels Establishing the Total Communication Budget Deciding on the Communication Mix Advertising Sales Promotion Public Relations and Publicity Personal Selling Direct Marketing Integrated Marketing Communications Keynesian Beauty Contest Discussion
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1. The 4th P : Promotion The 4th “P” = Marketing Communication
Communication is “Who says What to Whom through Which Channel with What Effect.”
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2. Communication Process
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2. Communication Process
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3. Designing & Managing Integrated Marketing Communication
Preparatory Stage Review the Marketing Objectives Review the Marketing Mix Review the Marketing Communications environment
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3. Designing & Managing Integrated Marketing Communication
Design Stage Identify the Target Audience Determine the Communications Objectives Design the Message Select the Communications Channels Establish the Total Communications budget Decide on the communication Mix
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3. Designing & Managing Integrated Marketing Communication
Implementation stage Measure the communications results Manage and Coordinate the Integrated marketing Communications process
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4. Identifying the Target Audience
Who is your target audience? There is More to seeing that meets the eyeball!
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4. Identifying the Target Audience
Ref: Betty Edwards, “Drawing on the Artist Within”
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4. Identifying the Target Audience
Ref: Betty Edwards, “Drawing on the Artist Within”
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4. Identifying the Target Audience
Ref: Betty Edwards, “Drawing on the Artist Within”
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5. Determining the Communication Objectives
A I D M A model Attention >> Interest >> Desire >> Memory >> Action
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6. Designing the Message What to say (Message Content)
Appeal theme, idea, or unique selling proposition Three types of appeals: rational, emotional, and moral How to say it logically (message structure) How to say it symbolically (message format) Carefully choose words, sound, color Who should say it (message source) Credibility and trustworthiness
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7. Selecting the Communications Channel
Personal Communication Channels (advocates, experts, social channels0 The power of “word of mouth” Non-personal Communication Channels Media (print, broadcast, electronic, display) Atmosphere events
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8. Establishing the Total Communication Budget
Percentage of Sales method Competitive Parity method Objective and Task method
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9. Deciding on the Communications Mix
Advertising Direct Marketing Sales Promotion Personal selling Public relations & Publicity
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9. Deciding on the Communications Mix
Relative effectiveness of Communication Tools Sales Promotion Direct Marketing Public Relations Advertising Personal Selling Relative Effectiveness Low Unit Price High Simple Unit Price Complicated Large Unit Price Small
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9. Deciding on the Communications Mix
Sales Promotion Direct Marketing Public Relations Advertising Personal Selling Relative Effectiveness Unaware Action
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9. Deciding on the Communications Mix
Communication Mix and Communication Objectives Consumers are seeking information Consumers are NOT seeking info Increase awareness Yellow Book Personal Selling Tactic adv. Trade Adv. Sales Promotion Action Strategic Image Adv. Corporate Adv. PR
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9. Deciding on the Communications Mix
PUSH OR PULL Do you like to PUSH Or to be PULLED
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9. Deciding on the Communications Mix
PUSH Strategy Producer Wholesaler Retailer Consumer PULL Strategy Producer Wholesaler Retailer Consumer Flow of communication Flow of product Flow of order
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10. Advertising Public Presentation Pervasiveness
Amplified Expressiveness Impersonality Advertorial = Advertsing + Editorial Infomercial = Information + Commercial
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10. Advertising Continued…
Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. Mission Measurement Money Advertising Media Message
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10. Advertising Continued…
To Inform To Persuade To Remind MISSION (Advertising Objective)
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10. Advertising Continued…
What is your Target? A I D M A A I D M A
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10. Advertising Continued…
DAGMAR not DAGGER! Defining Advertising Goals for MEASURED ADVERTISING RESULTS! (Russel H Colley)
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10. Advertising Continued…
DAGMAR Advertising Goals are virtually always communication goals Goals should be written down Advertising should be measure in terms of effects not exposure Advertising operated through a hierarchy of communication effects
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10. Advertising Continued…
DAGMAR Creative planning considerations should come before media decisions in the advertising planning process Benchmark measurements should be developed before the campaign is implemented. Specific criteria must be developed.
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10. Advertising Continued…
The Colley DAGMAR Hierarchy of Communication effects: Marketing Forces (Moving people toward buying action) Unawareness Awareness Comprehension Conviction Action Countervailing Forces
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10. Advertising Continued…
Advertising Task Checklist This checklist is a “thought starter” in developing specific advertising objectives. It can be applied to a single ad, a year’s campaign for each product, or it can aid in developing a company’s entire advertising philosophy among all those who create and approve advertising. Russel H Colley …
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10. Advertising Continued…
Advertising task checklist To what extent does the advertising aim at closing an immediate sale? Does the advertising aim at near-term sales by moving the prospect, step by step, closer to a sale ( so that when confronted with a buying situation the customer will ask for, reach for, or accept the advertised brand?) Does the advertising aim at building a “long range consumer franchise”? Specifically, how can advertising contribute towards increased sales? Does the advertising aim at some specific step which leads to a sale?
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10. Advertising Continued…
Advertising task checklist - continued. How important are supplementary benefits of end use advertising? Is it a task of advertising to impart information needed to consummate sales an build customer satisfaction? To what extent does the advertising aim at building confidence and good will for the corporation? Specifically, what kind of images does the company wish to build?
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10. Advertising Continued…
Advertising = Creative + Media Creative = Copy + Visual + Sound IDEA IMPULSION CREATIVE IMPACT INFORMATION INTEREST
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10. Advertising Continued…
Message execution styles Slice of Life Lifestyle Fantasy Mood or Image Musical Personality symbol Technical expertise Scientific Evidence Testimonial Evidence (by Philip Kotler)
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10. Advertising Continued…
Twelve kinds of advertising executions By William M Weilbacher Factual: straightforward Statement Factual: Provocative or intriguing statement Product comparison Demonstration Still Life Metaphor: imputed qualities Dramatization Spokesperson Testimonial Borrowed Interest Humor Hyperbole
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11. Sales Promotion A diverse collection of incentive tools, mostly short-term, designed to stimulate quicker and or greater purchase of particular products/services by consumers or the trade. (Blattberg and Neslin)
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11. Sales Promotion Consumer Promotion Samples, Coupons, Rebates
Price Packs, Premiums Novelties, Specialty advertising items Contests, Sweepstakes, Games Trading stamps, Product warranties Tie- in promotions, cross promotions POP (Point of Purchase Displays) Trade Shows.
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11. Sales Promotion Trade Promotion Price-off Allowance
Free goods, deals Trade shows
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11. Sales Promotion Sales Force Promotion Sales contests
Sales meetings Sales incentives (bonuses)
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12. Public relations and Publicity
Press Relations Corporate Communications Events and Exhibitions Paid and unpaid publicity (advertorial, infomercial etc)
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13. Personal Selling If you make a guy feel important, he’ll take his wallet out and say, “Here, take what you want.” (TWA Magazine)
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14. Direct Marketing Direct Marketing is an interactive marketing system that uses one or more advertising media to effect a measurable response and / or transaction at any location.
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14. Direct Marketing Continued…
One Step type and Two Step Type message 2nd 1st Direct Response Advertising Prospective Customers response message Direct mail Tele marketing message Objective: Lead Generation i.e. Get responses
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15. IMC (Integrated Marketing Communication)
Maximize communications impact through consistent, seamless, and optimum integration of marketing communication mix. DM Customer PS ADV PR SP
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15. IMC Continued… Mass Marketing One to One Marketing
Customer Getting Transation Promotion Market share To Automate Management Cure Monologue One to One Marketing Customer Keeping Relationship Customer service Customer share To informate Empowerment Care Dialogue
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15. IMC Continued Relationship Marketing Buyer Seller Seller Buyer
Sales Department Seller Buyer Buyer Seller
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15. IMC Continued (Theodore Levitt, Marketing Imagination)
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16. Keynesian Beauty Contest
The reason it is called a beauty contest game is because of the strong resemblance it bears to the newspaper beauty contests discussed by John Maynard Keynes (a famous English Economist) some 60 years ago - a collection of women’s faces would be printed in the newspaper, and the object of the game was to pick the ones that would be rated “prettiest”. So one should not vote for the faces he or she truly thought were prettiest, or even the ones he or she thought most people would think were prettiest, but the ones that one thought most people would think that most most people would think were the prettiest, or even at higher orders.
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Practice Choose a number of print ads or TV commercials and settle on the best three advertisements doing the Keynesian Beauty Content in your class. How do you interpret the outcome?
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17. Discussion A) Read the students comments in the file COMMENTS.PDF. How do you respond to them? B) What are your own comments on the contents of this module?
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