Topic 1 The advertising context Reading: Thorson & Duffy (2012), ch 1

Marketing Communications ‘The means by which a supplier of goods, services, values and/or ideas represents themselves to their target audience with the goal of stimulating dialogue leading to better commercial or other relationships.’ (Egan, 2007)

Marketing Communications Personal Selling Public Relations Sponsorship Direct Marketing Sales Promotions Advertising

Defining advertising “Advertising is a paid, mediated form of communication from an identifiable source, designed to persuade the receiver to take some action now or in the future.” (Richards & Curran, 2002, cited in Thorson & Duffy, 2012:2)

Persuade

Inform

Remind

Differentiate

Provide verbal descriptions

Enhance image

Limitations of advertising Great advertising won’t sell a bad product Expensive Wastage One-way Impersonal 12

The advertising context What’s happening in society, the economy, the legislative framework, politics, technology, the ‘green’ environment that might influence advertising?

The advertising context Devices as media channels – internet, mobile, e-readers Social networks Mass media fragmentation Mass market fragmentation Economic activity Branding and loyalty Regulation

Impact of external factors on marketing communications (adapted from Yeshin 2006) Information overload Changes in family composition The ageing population The green imperative Corporate Social Responsibility Changing media/growth of narrow casting Growth of global marketing Retailer power

Assessing the elements of the promotional mix (incorporating Fill, 2002) Level of customisation/audience specialisation/personalisation and interaction Ability to reach large audience Level of credibility Expense - absolute and per contact Wastage Size of investment Ability to evaluate effectiveness of campaign Level of flexibility as circumstances change Speed of message delivery