1. Task
Select an organisation of your choice and identify, summarise and assess the marketing communications strategy and tactics used by this business. Illustrate practice of contemporary marketing communications.
Describe the context in which the organisation operates;
Evaluate the configuration of the marketing communications mix used to reach the target audience(s);
Describe the choice and objective of the various tactics (tools and media) used by the organisation to convey messages to target audiences;
Evaluate how the organisation is utilising contemporary marketing communications.
In your analysis, refer to the branding strategy, positioning, communication objectives, target audience(s) and media responses.

2. Task Marketing communications mix
Which communications tools do they use to reach their target audience(s)? What are the objectives?
How do they use their paid, owned and earned media?
What types of messages do they use on each of the media categories? (informational, emotional, user generated, branded content) How do these messages reduce perceived risk?
Do they use influencers? How?
Contemporary marketing communications
How is the organisation using contemporary marketing communications? Are they consistent in their messages and branding? Are they missing any opportunities?

3. The marketing communications mix
Increasing level of integration
Paid for, owned, earned
Advertising, sales promotions, direct marketing, personal selling,
public relations
5 communications tools 3
categories of media
Marcom
mix
Increasing level of integration
Increasing level of integration
Informational, emotional, user generated and branded content 4
core types of message

4. Post-purchase experience
Consumer decision journey 2
Consumers add or subtract brands as they evaluate what they want. 1 3
The consumer considers an initial set of brands, based on brand perceptions and exposure to recent touch points.
Ultimately, the consumer selects a brand at the moment of purchase.
Active evaluation
Information gathering, shopping
Loyalty loop
Initial consideration set
Trigger
Moment of purchase
Post-purchase experience
Ongoing exposure 4
After purchasing a product or service, the consumer builds expectations based on experience to inform the next decision journey.
(Court et al. 2009)

5. Marcoms approaches to involvement theory
Where there is high involvement
Awareness
Attitude
Behaviour
Long-run behaviour
Advertising
Primarily print
High information
Low frequency
Rational messages
Word of mouth
Public relations
Web-social media
Website
Literature
Word of mouth
Personal selling
Visits
Demonstrations
Public relations
Promise/benefit expectation
Website
Personal selling
Promotions
Promise fulfilment
Guarantees/ warranties
Service/support
Corporate responsibility

6. Marcoms approaches Where there is low involvement Awareness Behaviour
Attitude
Long-run behaviour
Advertising
Primarily broadcast
Low information
High frequency
Emotional messages
Word of mouth
Public relations
Web-social media
Sales promotions
Packaging
Point of purchase merchandising
Web/social media
Product purchase
Word of mouth
Public relations
Web/social media
Advertising
Sales promotions
Public relations

7. template On the title page list the following: Module name and code
Student number
Submission date
Assignment title
Data sources
Introduction
Marcoms analysis
Conclusion

8. Advertising models and concepts
A: Elaboration likelihood model (ELM)
Central route to persuasion
High
Cognitive response
Belief & attitude change
Behaviour change
Individual’s ability and motivation to process information
Promotional message
Low
Belief
change
Behaviour
change
Attitude change
Peripheral route to persuasion
Copley (2014)

9. Advertising models and concepts
B: Eclectic models of advertising
Involvement
model
Sales promotion model
Persuasion
model
Salience model

10. Eclectic models of advertising
Persuasion
model
Analogue
Based on messages that are persuasive, because they offer a rational difference, grounded in USPs.
Persuasion is effected by moving buyers through sequential steps, e.g. hierarchy of effects models such as AIDA.
Digital
Digitisation enables persuasion to be extended into opportunities for exploration.
Exploration occurs through guided exploration, rather than mere narration.

11. Eclectic models of advertising
Involvement
model
Analogue
Works by drawing the audience into the advert and eliciting a largely emotional form of engagement.
Involvement with the brand develops because messages convey that the ‘brand means more to you’.
Digital
Encourages people to play.
About content creation and consumers controlling brands.

12. Eclectic models of advertising
Salience model
Analogue
Advertising works by standing out, by being different from all other advertisements in the product class.
Please think about this brand.
Digital
Sharing messages either directly or virally,
Getting the brand discussed, mentioned and talked about.

13. Eclectic models of advertising
Sales promotion model
Analogue
Advertising aimed at shifting product, i.e. generating sales.
Messages are invitations to participate in promotions, sales and price deals.
Digital
No affect – the sales promotion model has always been a ‘do’ or behavioural model.

14. Using advertising strategically
FCB matrix
Considers only the think-feel dimension.
Attitude only model.
Rossiter-Percy grid
Involvement is not a continuum – difficult to decide when a person graduates from high to low involvement.
A need to include brand awareness as prerequisite for attitude development.
Wider spectrum of motives

15. 1. The FCB grid Do Feel Think Hi involvement Lo Cars, furniture, loans
Jewellery, fashion
Detergents, food
Sweets, soft drinks Hi
involvement Lo
Vaughn (1980)

16. 2. The Rossiter-Percy grid
Established target audience
Brand recognition at point of purchase
Relief purchases
Reward purchases
Brand leads to the category requirement
Low risk
Category requirement leads to the brand
High risk
Relief purchases
Reward purchases
Brand recall prior to purchase
New target audience
Brand attitude
Informational
Transformational

17. Reaching and engaging with audiences
Three forms of communication organisations use to engage with their various audiences.
Cognitive
Relational
Behavioural