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Marketing Communication (Ethics and regulation (Social, professional and…

- - - - 主要stage: Context analysis
        →Communication goals & positioning
        →3Ps of communication strategy
        → Coordinated communication mix
        →Scheduling&Resources
        →Implementation, control and evaluation
        
        在context analysis 的时候通过agencies来做marketing research
        
        Communication goals & positioning, 3Ps, Communication mix 都会需要agencies
        
        3Ps: Pull, Push, Profile
        
        Communication goals & positioning: Corporate goals, Marketing goals, Communication goals
    - - Adapted Communications Planning Framework
      - Context
        →Communication Goals
        →Positioning
        →3Ps Strategy
        →Integrated Communications Mix
        →Implementation&Evaluation
        
        Context Analysis
        
        Customer
        
        Most Important
        
        Opinion
        
        Break the market down
        
        Target more effective
        
        Consumer Segmentation Criteria
        
        Demographics
        
        Geo-demographics
        
        Psychographics
        
        Behavioural
        
        Business & Brand
        
        Think about what others have you don't have
        
        The Prism by Kapferer
        
        最上面角：Picture of sender
        
        从两个方面下来:
        
        Physique: Physical aspects, Tangible added values, Delivers materal benefits
        
        Personality: Character, Human personality traits, Imagine as a person
        
        中间左边： Externalisation: Relationship
        
        中间右边： Internaltsation: Culture
        
        从两个方面下来：
        
        Reflection: Brand described interms of the perceived customer type Brands build a reflection or image of the consumer which it seems to be addressing
        
        Self-image: Represents the consumer's internal mirror(I feel, I am...)
        
        Picture of Recipient
        
        Brand Prisim: Marlboro
        
        Physique: Packaging is Red, Logo- Strong, Masculine with old fashioned font
        
        Personality: Independece: Freedom, Down to Earth, Massculine
        
        Relationship: Fulfilling (Strong) and genuine flavour, Part of my masculinity
        
        Culture: Marlboro Country, Mythical Cowboy, American
        
        Reflection: American ( Cowboy), Rugged, Adventurous
        
        Independent Free Spirit
        
        Internal
        
        Culture and Value about the organisation
        
        What the priority of the organisation
        
        Impact on activity
        
        External
        
        Stakeholder
        
        Legislation
        
        Media
        
        Health issue: High sugar
        
        Brand Context
        
        Goals (Objectives)
        
        Key area for quantitive targets:
        
        Awareness
        
        Trail
        
        Sales
        
        Convert
        
        Retention
        
        Brand Positioning
        
        横坐标：
        
        从Mass market 到Exclusivity
        
        纵坐标：
        
        从Affordablity 到Prestigeprice
        
        Brand Positioning Statement:
        
        For xxxx target market
        
        Who want xxx needs
        
        XXXX Brand name & Category
        
        That XXX core benefit
        
        Because xxx Key brand attributes and unique dimensions
        
        3Ps of Communications Strategy
        
        Pull Strategy
        
        主线： Producer or manufacturer
        → Wholesaler
        → Retailer
        →Customer
        
        从Wholesaler 到Retailer这段是Flow of goods and services
        - Producer or manufacturer 直接到Customer 是 Communications flow
        
        Push Strategy
        
        主线： Producer or manufacturer→Wholesaler→Retailer→Customer
        
        从Wholesaler 到Retailer这段是Flow of goods and services
        - Wholesealer到Retailer这段是Communications flow
        
        Profile Strategy
        
        Customers-Employees-Trade unions-Regulators-Distributors-Banks and finance houses-Media-Local community-Customers 围绕着organisation企业宣传片
        
        Integrated communications Mix
        
        那些mkt tools
        
        4Cs Framework
        
        Communications
        
        Control
        
        Cost
        
        Credibility
        
        Implementation & Evaluation
        
        Adervertising
        
        Sales, recall, recognition tests, tracking studies, 'likes'
        
        Public Relations
        
        Column inches
        
        Sales Promotion
        
        Sales, Coupon redemption
        
        Social Media
        
        Followers/fans, likes, cimments, viral charts, impressions
        
        Direct Marketing
        
        "hits", enquiries
        
        Integrated Marketing Communications
- - - - Show interest to customers, make connection
    - - 排队买鞋
      - Behaviour may change the attitude
    - - 根据市场需求, 制定市场计划, 公司方主动
      - 糖果广告, 吃了就唤起童心
    - - 很多瓶子上有名字, 可以选自己的名字
      - Create online media content
        
        Connect with customer on a personel level
        
        Powerful Call to action
        
        catchy and easy to remember
  - - - Why you are special and better
      - emotion
    - - 不断重复同一句slogen
    - - e.g. India粉笔广告: inform them to wash hands
    - - Leave the competitor
      - the quality of the product
      - e.g. Burger king, Shiseido
  - - - A paid, mediated form of non-personal, mass communication from an identifiable source
      - Most expensive
    - - Seeks to offer additional value as an inducement to generate an immidiate sale
      - if too much, 消费者会不满足, 担心 quality
    - - Aims to influence the attitudes and opinions held by stakeholders about an organisation
      - Engaged with media
      - It's difficult to measure the effect
    - - Uses media to create a personal and direct dialogue with customers
      - Use data base, email, text
    - - Involves a face to face dialogue between two persons or by one person and a group
      - Include retail
      - Big cost, training people, investing building
      - Car, phone, jelwery
    - - 故事代入>产品
      - Paid ads
    - - 70% are vedio
      - official fan page
    - - Word of mouth
        
        major mkt strategy now
      - Viral 病毒行销
      - Packaging
      - Point of sale
  - - - One way: Very control, Apple
        
        Two way: get feedback, but still get control, Ritz Carlton app,酒店app
        
        Interactive: The message is multi, response to people, update frequently
    - - 传递过程: Source→Encoding→Message→Decoding→Receiver
        
        到Message的时候, 会有noise干扰
    - - Sender: company, organisation, brand, CEO, Agency
        
        Receiver: Consumer, customer, public, government, intermediary, supplier
        
        Encoding: Use of signals (words, symbols, pictures, music) to create a message that can be understand
        
        Decoding: Understanding the message as it was intended
        
        Noise: Cognitive barriers or physical distractions
  - - - Authority, education, status associated with a product or service
      - Consumers seek their advice due to their expertise
    - - Odinary people express positive comments
- - - - Rational appeals
        
        Factual
        
        Features/ advantages
        
        Price/ value
        
        Quality
        
        Comparative
        
        Scarcity缺乏
      - Emotional appeals
        
        Fear
        
        Shock
        
        Humour
        
        Sex
        
        Value
        
        Striver 奋斗者
        
        Fun-Seeker
        
        Creative
        
        Devout 虔诚的
        
        Intimate 亲密
        
        Altruist 利他主义
- - - - Social responsibility
    - - Industry standards
    - - legal but not right for you
- - - - 2 FOR £7
    - - airline miles
- - - - Level of interest
      - level of power
  - - - Defensive communications
      - Used in response to unexpected events
      - Often targets specific stakeholders
    - - Affirmative肯定性 communications
      - Used in advance of events
      - Often targets a wide range of stakeholders
  - - - New produt/ service
        
        First, biggest, best
        
        Local angle
        
        Unusual
        
        Celebrity
        
        Gimmick/ stunt
        
        Surbey/ Reserch
        
        Case study
        
        Product review
        
        Feature discussion
        
        Topical/ Comment on news
        
        Thought leadership