Presentation on theme: "Marketing for MOST Module 09 – Marketing Communication Strategies"— Presentation transcript:
1 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
2 Module 09: Communication Strategies The fourth PCommunication ProcessDesigning and Managing Integrated Marketing CommunicationsIdentifying the Target AudienceDetermining the Communication ObjectivesDesigning the MessageSelecting the Communication ChannelsEstablishing the Total Communication BudgetDeciding on the Communication MixAdvertisingSales PromotionPublic Relations and PublicityPersonal SellingDirect MarketingIntegrated Marketing CommunicationsKeynesian Beauty ContestDiscussion
3 1. The 4th P : Promotion The 4th “P” = Marketing Communication Communication is “Who says What to Whom through Which Channel with What Effect.”
6 3. Designing & Managing Integrated Marketing Communication Preparatory StageReview the Marketing ObjectivesReview the Marketing MixReview the Marketing Communications environment
7 3. Designing & Managing Integrated Marketing Communication Design StageIdentify the Target AudienceDetermine the Communications ObjectivesDesign the MessageSelect the Communications ChannelsEstablish the Total Communications budgetDecide on the communication Mix
8 3. Designing & Managing Integrated Marketing Communication Implementation stageMeasure the communications resultsManage and Coordinate the Integrated marketing Communications process
9 4. Identifying the Target Audience Who is your target audience?There is More to seeing that meets the eyeball!
10 4. Identifying the Target Audience Ref: Betty Edwards, “Drawing on the Artist Within”
11 4. Identifying the Target Audience Ref: Betty Edwards, “Drawing on the Artist Within”
12 4. Identifying the Target Audience Ref: Betty Edwards, “Drawing on the Artist Within”
13 5. Determining the Communication Objectives A I D M A modelAttention >> Interest >> Desire >> Memory >> Action
14 6. Designing the Message What to say (Message Content) Appeal theme, idea, or unique selling propositionThree types of appeals: rational, emotional, and moralHow to say it logically (message structure)How to say it symbolically (message format)Carefully choose words, sound, colorWho should say it (message source)Credibility and trustworthiness
15 7. Selecting the Communications Channel Personal Communication Channels (advocates, experts, social channels0The power of “word of mouth”Non-personal Communication ChannelsMedia (print, broadcast, electronic, display)Atmosphereevents
16 8. Establishing the Total Communication Budget Percentage of Sales methodCompetitive Parity methodObjective and Task method
17 9. Deciding on the Communications Mix AdvertisingDirect MarketingSales PromotionPersonal sellingPublic relations & Publicity
18 9. Deciding on the Communications Mix Relative effectiveness of Communication ToolsSales PromotionDirect MarketingPublic RelationsAdvertisingPersonalSellingRelativeEffectivenessLowUnit PriceHighSimpleUnit PriceComplicatedLargeUnit PriceSmall
19 9. Deciding on the Communications Mix Sales PromotionDirect MarketingPublic RelationsAdvertisingPersonalSellingRelativeEffectivenessUnawareAction
20 9. Deciding on the Communications Mix Communication Mix and Communication ObjectivesConsumers are seeking informationConsumers are NOT seeking infoIncreaseawarenessYellow BookPersonalSellingTactic adv.Trade Adv.Sales PromotionActionStrategic Image Adv.Corporate Adv.PR
21 9. Deciding on the Communications Mix PUSH OR PULLDo you like to PUSHOr to be PULLED
22 9. Deciding on the Communications Mix PUSH StrategyProducerWholesalerRetailerConsumerPULL StrategyProducerWholesalerRetailerConsumerFlow of communicationFlow of productFlow of order
23 10. Advertising Public Presentation Pervasiveness Amplified ExpressivenessImpersonalityAdvertorial = Advertsing + EditorialInfomercial = Information + Commercial
24 10. Advertising Continued… Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.MissionMeasurementMoneyAdvertisingMediaMessage
25 10. Advertising Continued… To InformTo PersuadeTo RemindMISSION(Advertising Objective)
26 10. Advertising Continued… What is your Target?A I D M AA I D M A
27 10. Advertising Continued… DAGMAR not DAGGER!Defining Advertising Goals for MEASURED ADVERTISING RESULTS!(Russel H Colley)
28 10. Advertising Continued… DAGMARAdvertising Goals are virtually always communication goalsGoals should be written downAdvertising should be measure in terms of effects not exposureAdvertising operated through a hierarchy of communication effects
29 10. Advertising Continued… DAGMARCreative planning considerations should come before media decisions in the advertising planning processBenchmark measurements should be developed before the campaign is implemented.Specific criteria must be developed.
30 10. Advertising Continued… The Colley DAGMAR Hierarchy of Communication effects:Marketing Forces (Moving people toward buying action)UnawarenessAwarenessComprehensionConvictionActionCountervailing Forces
31 10. Advertising Continued… Advertising Task ChecklistThis 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…
32 10. Advertising Continued… Advertising task checklistTo 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?
33 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?
35 10. Advertising Continued… Message execution stylesSlice of LifeLifestyleFantasyMood or ImageMusicalPersonality symbolTechnical expertiseScientific EvidenceTestimonial Evidence(by Philip Kotler)
36 10. Advertising Continued… Twelve kinds of advertising executionsBy William M WeilbacherFactual: straightforward StatementFactual: Provocative or intriguing statementProduct comparisonDemonstrationStill LifeMetaphor: imputed qualitiesDramatizationSpokespersonTestimonialBorrowed InterestHumorHyperbole
37 11. Sales PromotionA 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)
41 12. Public relations and Publicity Press RelationsCorporate CommunicationsEvents and ExhibitionsPaid and unpaid publicity(advertorial, infomercial etc)
42 13. Personal SellingIf you make a guy feel important, he’ll take his wallet out and say, “Here, take what you want.”(TWA Magazine)
43 14. Direct MarketingDirect 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 14. Direct Marketing Continued… One Step type and Two Step Typemessage2nd1stDirectResponseAdvertisingProspectiveCustomersresponsemessageDirect mailTele marketingmessageObjective: Lead Generationi.e. Get responses
45 15. IMC (Integrated Marketing Communication) Maximize communications impact through consistent, seamless, and optimum integration of marketing communication mix.DMCustomerPSADVPRSP
46 15. IMC Continued… Mass Marketing One to One Marketing Customer GettingTransationPromotionMarket shareTo AutomateManagementCureMonologueOne to One MarketingCustomer KeepingRelationshipCustomer serviceCustomer shareTo informateEmpowermentCareDialogue
49 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.
50 PracticeChoose 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 17. DiscussionA) 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?