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Marketing for MOST Module 09 – Marketing Communication Strategies Ritsumeikan Asia Pacific University : Takamoto, Akihiro October, 2003.

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Presentation on theme: "Marketing for MOST Module 09 – Marketing Communication Strategies Ritsumeikan Asia Pacific University : Takamoto, Akihiro October, 2003."— Presentation transcript:

1 Marketing for MOST Module 09 – Marketing Communication Strategies Ritsumeikan Asia Pacific University : Takamoto, Akihiro October, 2003

2 Marketing for MOST: 9 – Marketing Communication Strategies Module 09: Communication Strategies 1.The fourth P 2.Communication Process 3.Designing and Managing Integrated Marketing Communications 4.Identifying the Target Audience 5.Determining the Communication Objectives 6.Designing the Message 7.Selecting the Communication Channels 8.Establishing the Total Communication Budget 9.Deciding on the Communication Mix 10.Advertising 11.Sales Promotion 12.Public Relations and Publicity 13.Personal Selling 14.Direct Marketing 15.Integrated Marketing Communications 16.Keynesian Beauty Contest 17.Discussion

3 Marketing for MOST: 9 – Marketing Communication Strategies 1. The 4 th P : Promotion The 4th P = Marketing Communication Communication is Who says What to Whom through Which Channel with What Effect.

4 Marketing for MOST: 9 – Marketing Communication Strategies 2. Communication Process

5 Marketing for MOST: 9 – Marketing Communication Strategies 2. Communication Process

6 Marketing for MOST: 9 – Marketing Communication Strategies 3. Designing & Managing Integrated Marketing Communication Preparatory Stage 1.Review the Marketing Objectives 2.Review the Marketing Mix 3.Review the Marketing Communications environment

7 Marketing for MOST: 9 – Marketing Communication Strategies 3. Designing & Managing Integrated Marketing Communication Design Stage 1.Identify the Target Audience 2.Determine the Communications Objectives 3.Design the Message 4.Select the Communications Channels 5.Establish the Total Communications budget 6.Decide on the communication Mix

8 Marketing for MOST: 9 – Marketing Communication Strategies 3. Designing & Managing Integrated Marketing Communication Implementation stage 1.Measure the communications results 2.Manage and Coordinate the Integrated marketing Communications process

9 Marketing for MOST: 9 – Marketing Communication Strategies 4. Identifying the Target Audience Who is your target audience? –There is More to seeing that meets the eyeball!

10 Marketing for MOST: 9 – Marketing Communication Strategies 4. Identifying the Target Audience Ref: Betty Edwards, Drawing on the Artist Within

11 Marketing for MOST: 9 – Marketing Communication Strategies 4. Identifying the Target Audience Ref: Betty Edwards, Drawing on the Artist Within

12 Marketing for MOST: 9 – Marketing Communication Strategies 4. Identifying the Target Audience Ref: Betty Edwards, Drawing on the Artist Within

13 Marketing for MOST: 9 – Marketing Communication Strategies 5. Determining the Communication Objectives A I D M A model Attention >> Interest >> Desire >> Memory >> Action

14 Marketing for MOST: 9 – Marketing Communication Strategies 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

15 Marketing for MOST: 9 – Marketing Communication Strategies 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

16 Marketing for MOST: 9 – Marketing Communication Strategies 8. Establishing the Total Communication Budget Percentage of Sales method Competitive Parity method Objective and Task method

17 Marketing for MOST: 9 – Marketing Communication Strategies 9. Deciding on the Communications Mix Advertising Direct Marketing Personal sellingPublic relations & Publicity Sales Promotion

18 Marketing for MOST: 9 – Marketing Communication Strategies 9. Deciding on the Communications Mix Relative Effectiveness Personal Selling Sales Promotion Direct Marketing Public Relations Advertising Unit Price Low Simple Large High Complicated Small Relative effectiveness of Communication Tools

19 Marketing for MOST: 9 – Marketing Communication Strategies 9. Deciding on the Communications Mix Relative Effectiveness Personal Selling Sales Promotion Direct Marketing Public Relations Advertising UnawareAction

20 Marketing for MOST: 9 – Marketing Communication Strategies 9. Deciding on the Communications Mix Communication Mix and Communication Objectives – Consumers are seeking information Consumers are NOT seeking info Increase awareness Action PR Corporate Adv. Trade Adv. Tactic adv. Sales Promotion Personal Selling Yellow Book Strategic Image Adv.

21 Marketing for MOST: 9 – Marketing Communication Strategies 9. Deciding on the Communications Mix PUSH OR PULL –Do you like to PUSH –Or to be PULLED

22 Marketing for MOST: 9 – Marketing Communication Strategies 9. Deciding on the Communications Mix ProducerWholesalerRetailerConsumer ProducerWholesalerRetailerConsumer Flow of communication Flow of product Flow of order PUSH Strategy PULL Strategy

23 Marketing for MOST: 9 – Marketing Communication Strategies 10. Advertising Public Presentation Pervasiveness Amplified Expressiveness Impersonality Advertorial = Advertsing + Editorial Infomercial = Information + Commercial

24 Marketing for MOST: 9 – Marketing Communication Strategies 10. Advertising Continued… Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. Message Media MoneyMeasurement Mission Advertising

25 Marketing for MOST: 9 – Marketing Communication Strategies 10. Advertising Continued… MISSION (Advertising Objective) To Inform To Persuade To Remind

26 Marketing for MOST: 9 – Marketing Communication Strategies 10. Advertising Continued… What is your Target?

27 Marketing for MOST: 9 – Marketing Communication Strategies 10. Advertising Continued… DAGMAR not DAGGER! Defining Advertising Goals for MEASURED ADVERTISING RESULTS! (Russel H Colley)

28 Marketing for MOST: 9 – Marketing Communication Strategies 10. Advertising Continued… DAGMAR 1.Advertising Goals are virtually always communication goals 2.Goals should be written down 3.Advertising should be measure in terms of effects not exposure 4.Advertising operated through a hierarchy of communication effects

29 Marketing for MOST: 9 – Marketing Communication Strategies 10. Advertising Continued… DAGMAR 5.Creative planning considerations should come before media decisions in the advertising planning process 6.Benchmark measurements should be developed before the campaign is implemented. 7.Specific criteria must be developed.

30 Marketing for MOST: 9 – Marketing Communication Strategies 10. Advertising Continued… The Colley DAGMAR Hierarchy of Communication effects: Unawareness Awareness Comprehension Conviction Action Countervailing Forces Marketing Forces (Moving people toward buying action)

31 Marketing for MOST: 9 – Marketing Communication Strategies 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 years campaign for each product, or it can aid in developing a companys entire advertising philosophy among all those who create and approve advertising. Russel H Colley …

32 Marketing for MOST: 9 – Marketing Communication Strategies 10. Advertising Continued… Advertising task checklist 1.To what extent does the advertising aim at closing an immediate sale? 2.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?) 3.Does the advertising aim at building a long range consumer franchise? 4.Specifically, how can advertising contribute towards increased sales? 5.Does the advertising aim at some specific step which leads to a sale?

33 Marketing for MOST: 9 – Marketing Communication Strategies 10. Advertising Continued… Advertising task checklist - continued. 6.How important are supplementary benefits of end use advertising? 7.Is it a task of advertising to impart information needed to consummate sales an build customer satisfaction? 8.To what extent does the advertising aim at building confidence and good will for the corporation? 9.Specifically, what kind of images does the company wish to build?

34 Marketing for MOST: 9 – Marketing Communication Strategies 10. Advertising Continued… Advertising = Creative + Media Creative = Copy + Visual + Sound INTEREST INFORMATION IMPULSIONIMPACT IDEA CREATIVE

35 Marketing for MOST: 9 – Marketing Communication Strategies 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)

36 Marketing for MOST: 9 – Marketing Communication Strategies 10. Advertising Continued… Twelve kinds of advertising executions –By William M Weilbacher 1.Factual: straightforward Statement 2.Factual: Provocative or intriguing statement 3.Product comparison 4.Demonstration 5.Still Life 6.Metaphor: imputed qualities 7.Dramatization 8.Spokesperson 9.Testimonial 10.Borrowed Interest 11.Humor 12.Hyperbole

37 Marketing for MOST: 9 – Marketing Communication Strategies 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)

38 Marketing for MOST: 9 – Marketing Communication Strategies 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.

39 Marketing for MOST: 9 – Marketing Communication Strategies 11. Sales Promotion Trade Promotion –Price-off –Allowance –Free goods, deals –Trade shows

40 Marketing for MOST: 9 – Marketing Communication Strategies 11. Sales Promotion Sales Force Promotion –Sales contests –Sales meetings –Sales incentives (bonuses)

41 Marketing for MOST: 9 – Marketing Communication Strategies 12. Public relations and Publicity Press Relations Corporate Communications Events and Exhibitions Paid and unpaid publicity (advertorial, infomercial etc)

42 Marketing for MOST: 9 – Marketing Communication Strategies 13. Personal Selling If you make a guy feel important, hell take his wallet out and say, Here, take what you want. –(TWA Magazine)

43 Marketing for MOST: 9 – Marketing Communication Strategies 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.

44 Marketing for MOST: 9 – Marketing Communication Strategies 14. Direct Marketing Continued… One Step type and Two Step Type Direct Response Advertising Prospective Customers Objective: Lead Generation i.e. Get responses 1st 2nd message Direct mail Tele marketing response

45 Marketing for MOST: 9 – Marketing Communication Strategies 15. IMC (Integrated Marketing Communication) Maximize communications impact through consistent, seamless, and optimum integration of marketing communication mix. SP ADV DM PS PR Customer

46 Marketing for MOST: 9 – Marketing Communication Strategies 15. IMC Continued… Mass 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

47 Marketing for MOST: 9 – Marketing Communication Strategies 15. IMC Continued Relationship Marketing Seller Buyer Sales Department Buyer Seller Buyer Seller

48 Marketing for MOST: 9 – Marketing Communication Strategies 15. IMC Continued (Theodore Levitt, Marketing Imagination)

49 Marketing for MOST: 9 – Marketing Communication Strategies 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 womens 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.

50 Marketing for MOST: 9 – Marketing Communication Strategies 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?

51 Marketing for MOST: 9 – Marketing Communication Strategies 17. Discussion A) Read the students comments in the file COMMENTS.PDF. How do you respond to them? COMMENTS.PDF B) What are your own comments on the contents of this module?


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