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BA 230 Marketing Communications

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Presentation on theme: "BA 230 Marketing Communications"— Presentation transcript:

1 BA 230 Marketing Communications


3 What is Marketing? Marketing the sum of all the activities involved in the planning, pricing, promoting, distributing and selling of goods and services to satisfy consumer’s needs and wants. Marketing is the process that connects suppliers with end users

4 What is Marketing? An organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. From this definition, I hope it is clear to you that successful marketing creates value for two or more parties so that each is satisfied. The definition goes much deeper than simply "selling something to somebody". Satisfaction of both parties is an implicit aspect in the exchange relationship. Marketing must understand both the "Needs & Wants" side of the equation and the "Product, Ideas, & Services" side of the equation. Not only must marketing fully understand both sides of the equation, but it must also effectively communicate the details of each in order to successfully bridge the gap between the two. Marketing is more than just making a sale. You should view your marketing efforts as a continuous process of creating and cultivating relationships. As a marketing professional, you must strive to apply an integrated marketing approach using the many marketing tools and channels available to you to gain not only market share but also gain a greater share of each customer.

5 Our task is to focus Marketing Mix Promotion Product Place Price
Advertising Direct Marketing Social Media Sales Promotion Events Public Relations Guerilla Word of Mouth Personal Selling Mobile

6 Two Types of Marketing Efforts

7 Communication Process
Creating and sending a message to an individual or organization. Transfer information or message from one person to another. Transmitting, receiving, and processing information. communications requires a channel, with a sender and a receiver, to handle the message. a message is first encoded by the sender. the communications channel is then used to deliver the message to the sender. the sender decodes the message, based on his or her frame of reference and experience. may be a need for a response and feedback. the process can be interrupted by noise. Major parties in a communication: sender and receiver. Major communication tools: message and media. Major communication functions: encoding, decoding, response and feedback Last element in the system; Noise( random and competing messages that may interfere with the intended communication The marketing communications model emphasises that key factors ineffective communications. Sender must encode their messages so that target audience can decode them. They must transmit the message through media that reach the target audience and develop feedback channels to monitor the responses. The more the sender’s field of experience overlaps with that of the receiver, the more effective the message is likely to be

8 How Brand Communication Works
By means of marketing

9 Corporate Communications
Focus on multiple stakeholders Multiple channels Variety of communication Positions an entire organization Less room for creativity Needs to be consistent with corporate identity and corporate brand attributes Marketing Communications Focus on customers Defined set of channels Controlled communication types Positions a product or service More room for creativity Needs to be consistent with product and brand attributes

10 Corporate and Marketing Communications

11 What is Marketing Communications?
Creating, delivering, managing, and valuating brand messages which are the information and experiences that impact how a brand is perceived. Marketing communications is any communication that flow from an organisation to its customers, potential customers and other groups who may influence its success. Informs Persuades Differentiates Reminds ‘Mar-comm is a later stage of total mkt’g process. MC Informs, persuades and reminds. Is part of the marketing mix. Includes all the means by which a company communicates directly with potential customers. Attempts to influence feelings, beliefs, or behaviour.

12 What is Integrated Marketing Communication?
IMC is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation. IMC, as a philosophical concept, dictates that all parties involved in the firm’s communication efforts co-ordinate to speak to target audience(s) with one voice, a unified message and a consistent image coordinating all promotional activities: advertising, databases, direct marketing, Internet, personal selling, sales promotion, and public relations The objective of IMC programs is to provide a synergistic and consistent message (one look, one voice) which communicates value to targeted audiences

13 What is Integrated Marketing Communication?
Early definitions of IMC: a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communications disciplines (for example, general advertising, direct response, sales promotion, and public relations) and combines these disciplines to provide clarity, consistency, and maximum communications impact. (Schultz, 1993, p. 10) (inside-out)

14 What is Integrated Marketing Communication?
IMC is the process of developing and implementing various forms of persuasive communications programs with customers and prospects over time. The goal of IMC is to influence or directly affect the behaviour of the selected communications audience. IMC considers all sources of brand or company contacts which a customer or prospect has with the product or service as potential delivery channels for future messages. In sum, the IMC process starts with the customer or prospect and then works back to determine and define the forms and methods through which persuasive communications programs should be developed. (Schultz, 1993a, p. 17) (outside in)

15 What is Integrated Marketing Communication?
Tactical coordination of marcom elements Redefining the scope of marcom Application of information techolology Financial and strategic integration Stages in IMC Development (Source: Schultz and Kitchen, 2000b) (outside in)

16 What is IMC? “A process that entails the planning, creation, integration and implementation of diverse forms of marketing promotion.” All marketing communications should be: (1) clearly positioned, (2) directed to a particular target market, (3) created to achieve a specific objective, (4) undertaken to accomplish the objective within budget constraint.

17 The Focus of IMC Traditional Transactions Consumers One-to-many
Product driven Integrated Relationships Stakeholders One-to-few Customer driven Marketing communications messages that are not recognizable, are not related to each other, conflict with what has already been stored, or are simply unrelated or unimportant to person simply will not be processed. As the world become more complex and as people spend more time selecting information that will help them with important task of living, there will be less time and space for information, data, or concepts about marketer’s product or service. The marketer must therefore provide reasons for the person to process his or her information.

18 Important Names for IMC
Don Schultz George E.Belch, Michael A. Belch Tom Duncan Philip J. Kitchen

19 Changes in Marketing Communication Practices
Changes in the consumer market: complexity and change in FMCG markets, increasing media interest in social behaviour of companies, increase reliance on highly targeted communication methods., increased efforts to assess communications’ return on investment. Information overload, advertising overload, media fragmentation, media choices, smaller audiences, increasing number of “me-too” products, Changes in the supplier market: Multiple acquisitions and structural changes, focus on short-term results, interest in strategic importance of communication, interest in internal communication, heightened demands on suppliers

20 Changes in Marketing Communication Practices

21 Why Is Integration So Important?
Synergy = … and create a synergy effect like: …they reinforce each other… When brand messages are integrated… 2 + 2 = 5

22 “2 + 2 = 5” Statement Not True…Interaction
Results Depend on Interaction of the two (or more) variables Example: $10 Billboard = $20 Sales $10 TV Ad = $30 Sales But… $20 TV/Billboard = $60 Sales

23 IMC Mix Advertising Personal Selling Sales Promotion/POP
Public Relations Direct Marketing Social Media Word of Mouth Mobile Media Guerilla Events

24 Benefits of IMC CLARITY - Avoid giving conflicting messages
CONSISTENCY - All messages convey the core values/attributes of corporate identity and brand SYNERGY - Messages reinforce each other through repetition and development

25 Contemporary IMC Approach
IMC is like an orchestra IMC plan guides all the members of an organization to work together Musical score guides all the members of the orchestra to play together

26 At the end of the course we can say IMC is like

27 But not like this....


29 Cadbury promised consumers free sporting goods if they will save and submit special wrappers from Cadbury products. The campaign was supported with advertising, sponsorship, sales promotion, package design, and marketing public relations. However, there is a distinct unease in the minds of customers, consumers, and industry experts on the links between chocolate and obesity, and between chocolate and sporting prowess. Integration is both a way to develop campaigns that maximize consistency among all the marcom tools and a philosophy that monitors and manages all brand messages with all stakeholders at all contact points.

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