T10: Effective Marketing Communication

8 Major modes of communication - see p.584 for list of examples for each platform and p.597 on for discriptions.

Direct and interactive (online) marketing

Events / Experiences

Personal selling

Public relations

Word-of-mouth

Sales promotion

Advertising

Fundamental elements

Macromodel p.585

Micromodel p.586

Transmit message through media

Receiver decoding

Encoding message

Response and feedback #

Sender

Stages

Affective (feel)

Behavioural (do)

Selective perception

Distortion

Recall

Attention

Technology

Becoming more cluttered so orgs must vie for attention

Becoming more and more invasive on consumers

Requiring orgs to move away from traditional advertising

Planning

Audit p.584

Determine which ones can be influences / accessed

Determine which ones will likely have the best ROI

Assess possible touch points the target segment could have with your brand or product, i.e. friends, internet, shops, ads, etc

Marketers need to be 'media neutral' judging only by effectiveness and efficiency (cost)

NOISE

Response hierarchy models, see table p.586

Cognitive (learn)

Hierarchy-of-Effects Model

Innovation-Adoption Model

AIDA Model

Communications Model

Variations

Do - feel - learn

Learn - do - feel

Learn - feel - do

Marketer needs to identify applicable path dependent on type of product

Eight steps of the promotion programme, p.587

Step 4 - Select the communication channels

Step 5 - Establish the total marketing communication budget p.594

Step 3 - Design the message p.588

Step 6 - Decide on the marketing communication mix

Step 2 - Determine the communication objectives #

Step 7 - Measure the result

Step 1 - Identify the target audience

Step 8 - Manage the integrated marketing communications (IMC) process p.602

  1. Creative strategy - 'How to say it' p.589
  1. Message strategy - 'What to say'
  1. Message source - 'Who should say it'

Personal

Non-personal

Channels

Social

Advocate

Forms

Atmospheres (like in a shopping mall)

Events / Experiences

Competitive-parity method: Little research to support to pros on this method.

Objective-and-task method: A detailed calculation of getting to the goal exposure - see p.595 for steps and example.

Percentage-of-sales method: Cons of this outweigh pros.

Also consider 'image analysis'

Also consider segment in terms of usage and loyalty

Build brand awareness

Build brand attitude

Establish need for category

Influence brand purchase intention

Establishes PODs and POPs

Maloney reward theory p.589

Types of rewards

Types experience

Mix and match these to create 12 combinations

Social

Ego satisfaction

Sensory

Rational

Results-of-use

Product-in-use

Incidental-to-use

Informational Appeals

Transformational Appeals

Shows solutions / demonstrations / comparisons

Logic and reason rule

Highlights attributes and benefits

Considerations

Offer conclusions or just questions

One- or two-sided arguments

Presentation order

Highlight non-product related benefits and image

Attempt to stir emotions to motivate a purchase

Eg fear used to stop smoking/gambling

Moderate discrepancy with audience believes is important for persuasion, too little or too much discrepancy doesn't work well

"Borrowed interest" techniques - using babies, puppies, sex appeal, etc to grab attention, but must not detract from message

Attractive or popular sources will enhance recall

E.g. using celebrity endorsements

Source / spokesperson credibility

Principle of congruity p.592

Expertise

Trustworthiness

Likability

Expert

Situations

When products are expensive, risky, or purchased infrequently

When products say something about the users status or taste

Two-step flow

Traditional media

  1. Media reaches opinion leaders and some others in the population
  1. Opinions leaders are asked or give the message to the less-media involved population

Implications

Marketers should aim for opinion leaders - (this is support by Sineks theory of aiming for the early adopters, not the majority)

The message will be mediated by opinion leaders

The notion of trickle-down or -up from mass media is challenge by this because the flow doesn't come just from the media

Integrating personal and non-personal channels is key as non-personal channels lead to opportunities for personal channels

Pervasiveness

Amplified expressiveness

Impersonality

Communication

Incentive

Invitation

Ability to catch buyers off guard

Dramatisation

Cultivation

Response

Personal interaction

High credibility

Up-to-date

Interactive

Customised

Relevant

Involving

Implicit

Credible

Personal

Timely

Types go to #

Considerations p.600

Buyer-readiness stage (T5)

Type of product market

Product life-cycle stage (T6)

Need a '360-degree view' of the communications that influence a consumer on a daily basis

Multiple-vehicle, multiple-stage campaigns