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Promotion (communication) (Designing effective communication in 6 steps…

- - - - Comparaison:
        
        AIDA model
        
        Advocacy: sort of a circle. TH efeedback matters.
    - - J'adore "perfume"
        
        Feel : + affection about the product (jewellery)
        
        Think
        
        Do
      - -DO (comes first) "Monsieur Propre"
        
        Think
        
        Feel
      - DO FEEL THINK
        
        Mac.
- - - - "Persona Marketing": => Description of Typical Consumer
        => Make a group ( elderly person with grand-childrens, Single woman with a strong interest on bio products.)
    - - Facebook ads.
      - Ethical Issues:
        
        Irritation
        
        Unfairness
        
        Deception, fraud
        
        Invasion of privacy
  - - - • Negatively oriented (problem removal) => AXE : start with negative problem.　(脇汗)
        =>and then provide solution with their product.
      - Positively oriented (sensory gratification, intellectual simulation, or social approval)
        => MAGNUM (アイスクリーム)
  - - - In line with brand positioning
        
        Directly related to product or service => LIDL ;" same price in every store!!"
        
        Related to extrinsic considerations (the brand as being contemporary, popular, or traditional). => DIESEL: It's cool, sexy etc.
      - Communicate on points of parity and/or points of difference?
        
        Different kind of chocolate. (Showing that our product have no "palm oil")
        
        Ryanair (we are cheaper than any other company)
    - - • Informational appeals
        An informational appeal elaborates on product or service attributes or benefits.
        
        One-sided vs. two-sided arguments
        
        [One-sided] Only talk about your product
        
        [two-sided arguments] Compare with other brand. You can say that "our brand is better than "proximus"
        
        ethical question about the 2 sided
      - • Transformational appeals
        A transformational appeal elaborates on a nonproduct-related benefit or image.
        Depicts what kind of person uses a brand or what kind of experience results from use
        
        • Negative/fear vs. positive appeals
        [NEGATIVE] => CONDOM ADS. "Comparing the condom price and baby toy, etc,."
        [POSITIVE] => "EVIAN" ads with babies ( you'll feel young, live young for love"
    - - :check: The 3 most often identified sources of credibility are:
        
        Expertise: specialized knowledge the communicator possesses to back the claim
        
        trustworthiness
        
        likeability : describes the source’s attractiveness.
      - Messages delivered by attractive or popular sources can achieve higher attention and recall!
      - [NEW WAY OF COMMUNICATION] On the other hand, more and more brand use ordinary people to give their product more credibility
  - - - PUSH: traditional TV, media
        uses the manufacturer’s sales force, trade promotion money, or other means to induce intermediaries to carry, promote, and sell the product to end users.
      - PULL & PUSH (2 ways communication)
        customer accept and provide feedback to the commercial they recieve.
      - PULL :
        advertising, promotion, and other forms of communication to persuade consumers to demand the product from intermediaries, thus inducing the intermediaries to order it.
    - - "CONVERGED MEDIA" at the intersectino of...
        
        EARNED: free exposure gained from customer comments and recommandations.
        
        PAID: traditional ads
        
        OWNED: your own website, facebook
    - - Traditional Media:
        “advertising” and promotion “Advertising refers to communications that are paid for, and which clearly identify the message sponsor” (Balasubramanian, 1994; Cohen 1988).
        - The name of the brand is explicit
        
        Control (they won't be affected)
        
        Amplified expressiveness
        
        Pervasiveness ( it's everywhere)
        
        • Traditional advertising (TV, radio, print & outdoor ads)
      - Hybrid Media:
        “publicity” and covered communication “Publicity represents messages that are not paid for, and which do not identify the sponsor” (Balasubramanian, 1994; Cohen 1988). “
        - the name of the brand not CLEARLY shown ( it is , but not explicit)
        
        Covert communication is a commercial communication, paid for to some extent (fee, products, ..) that doesn’t identify the sponsor or the commercial intent of the communication”
    - - OFFLINE
        
        Sales promotions
        
        short term
        -Ex: FANTA
        
        Cause-related marketing
        Ex) pampers & unicef
        
        1 pack = 1 life-saving vaccine
        
        Sponsorships
        Choose appropriate events (huge cost):
        • In line with positioning and target • Not too many sponsors
        Ex: JUPILER AND BELGIUM FOTBALL ( RED DEVILS)
        
        • In-store communication
        
        Close to purchase moment (many brand decisions are made in store)
        
        Easy to target but low coverage
        
        Public Spaces:
        
        Less expensive than billboards ( Ex: Durex and the toilet
        
        • Outdoor (poster campaign)
        
        Create experience ( NUTELLA: give compliment)
        
        • Outdoor (billboard campaign)
        
        only using billboard is not effective.
        Ex: British Airways, "ba.com/lookup" "the flight goes to ... from ..."
        
        Print ads
        
        Provide detailed product information
        
        Flexibility in design and placement
        
        Newspapers popular for local ads
        
        HOWEVER
        
        Can be fairly passive (no sharing)
        
        In steady decline
        
        Poor reproduction quality
        
        Short shelf life
        
        Radio ads
        
        More tageted: Business people on "la premiere on 7AM
        
        Television ads
        
        Most powerful advertising (expensive)
        
        Reaches broad spectrum of consumers (low cost per exposure, but not necessary the target)
        
        Vividly demonstrates product attributes.
        
        Persuasively explains consumer benefits
        
        Portrays usage imagery/brand personality
        ex: Volvo (guy standing between 2 tracks)
        
        HOWEVER ...
        
        Product/brand can be overlooked
        
        Creates clutter
        
        Easy to ignore or forget ads
        ex: 崖で男二人
      - Online:
        • Websites and other owned social media, e-mailing, display ads,...
        
        Websites
        :check: Being able to analyse the structure of a website in terms fo merketing
        
        • Display ads or banner ads
        • Insterstitials (“pop-up ads”)
        
        Owned social media
        
        "Social Media" := all the channels through which you can interact wth your customer.
        It includes...
        
        Blogs
        
        Social Networks (FB, Twitter, Snapchat)
        
        Communities
        
        SOCIAL NETWORKS
        
        • Advantages of using social networks
        
        • Low costs
        • Target a limited number of potential users • Viral power
        • Direct communication with users
        • Instant feedback
        • Access to a community
        • Test ideas with consumers/ identify ambassadors • .....
        
        • Disadvantages of using social networks
        
        • Other rules of communications
        • Not too commercial
        • Update on a regular basis and fuel with new info
        • Create page that are useful, innovating and diverting • Need to be very transparent
        • Not only listen but answer to consumers •...
        
        • Criteria of successful social network management
        • Creation of a database integrating the content of the
        conversation of internet users on social networks
        • Use of tools to analyse these conversations and
        • Ability to intervene on social networks in a subtle way.
        • Role of the “Community managers” .
        
        • Online communities
        
        3 possibilities to use communities
        
        Difficulties of leveraging a community
        
        Risks of using communities
    - - Offline
        • advertorial, public relations, product placement,...
        
        advertorial PR記事
        
        public relations
        (Seduce journalist, bloggers) (Yoga session for bolggers, youtuber..)
        
        • Offline: product placement
        James Bond drinking a ハイネケン
      - Online:
        • e-WOM, blogs, product placement, search ads, ...
        
        Word of mouth (WOM)
        
        Online: e-WOM
        
        Buzz marketing:
        
        Viral marketing : 車椅子バスケ (Canada)
        
        search ads
        
        Google