Please enable JavaScript.
Coggle requires JavaScript to display documents.
T10: Effective Marketing Communication (Eight steps of the promotion…
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
Up-to-date
Interactive
Customised
Events / Experiences
Relevant
Involving
Implicit
Personal selling
Cultivation
Response
Personal interaction
Public relations
Ability to catch buyers off guard
Dramatisation
High credibility
Word-of-mouth
Credible
Personal
Timely
Sales promotion
Communication
Incentive
Invitation
Advertising
Pervasiveness
Amplified expressiveness
Impersonality
Fundamental elements
Macromodel p.585
Transmit
message
through
media
NOISE
Receiver
decoding
Encoding
message
Response and feedback
#
Sender
Micromodel p.586
Stages
Affective (feel)
Behavioural (do)
Cognitive (learn)
Response hierarchy models, see table p.586
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
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)
Eight steps of the promotion programme, p.587
Step 4 - Select the communication channels
Personal
Channels
Social
Advocate
Expert
Situations
When products are expensive, risky, or purchased infrequently
When products say something about the users status or taste
Non-personal
Forms
Atmospheres (like in a shopping mall)
Events / Experiences
Traditional media
Two-step flow
Media reaches opinion leaders and some others in the population
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
Step 5 - Establish the total marketing communication budget p.594
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.
Step 3 - Design the message p.588
Creative strategy - 'How to say it' p.589
Informational 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
Transformational Appeals
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
Message strategy - 'What to say'
Establishes PODs and POPs
Maloney reward theory p.589
Types of rewards
Social
Ego satisfaction
Sensory
Rational
Types experience
Results-of-use
Product-in-use
Incidental-to-use
Mix and match these to create 12 combinations
Message source - 'Who should say it'
Attractive or popular sources will enhance recall
E.g. using celebrity endorsements
Source / spokesperson credibility
Principle of congruity p.592
Expertise
Trustworthiness
Likability
Step 6 - Decide on the marketing communication mix
Types go to
#
Considerations p.600
Buyer-readiness stage (T5)
Type of product market
Product life-cycle stage (T6)
Step 2 - Determine the communication objectives
#
Build brand awareness
Build brand attitude
Establish need for category
Influence brand purchase intention
Step 7 - Measure the result
Step 1 - Identify the target audience
Also consider 'image analysis'
Also consider segment in terms of usage and loyalty
Step 8 - Manage the integrated marketing communications (IMC) process p.602
Need a '360-degree view' of the communications that influence a consumer on a daily basis
Multiple-vehicle, multiple-stage campaigns