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Introduction to Marketing Comms - Coggle Diagram
Introduction to Marketing Comms
What is marketing communication
Defintion
"Marketing communications is a process through which organisations and audiences attempt to engage with one another. Through an understanding of an audience’s preferred communications environments, participants seek to develop and present messages, before evaluating and responding. By conveying messages that are relevant and significant, participants are encouraged to offer attitudinal, emotional and behavioural responses
1st Part
seeking to connect with target audience in different ways
Two-way communication
more than just selling
Is a process
2nd part
Draws attention to receiver
talk about target audience not target market
Audience sugest wider range of potential targets
MC speaks to different stake holder
3rd Part
More than just increasing sales
Influence attitudes, emotions behaviours
History
https://learn2.open.ac.uk/mod/oucontent/view.php?id=2057890§ion=2.2
The role of Marketing Communications
role of MC is to engage with taregt audiences in one or four functions
DRIP Model
Differentiate
Help differentiate from competitors
can be successful -like brands names becoming words of the category
Reinforce
reinforce experiences of product use
After sales/service (warranty, protection cover
Remind people about the availbilty and value of offering
Inform
inform about prod ( new product , function
important for high involvment purchases
Persuade
persude the purchase
incentives,seductive adverts,tempting offers, salespeople
The Marketing comms mix
Advertising
‘[Advertising is] any paid, non-personal communications through various media by an identified company, non-profit organisation or individual’
advertising is more than just paid for comm - Also shapes culture
The role of advertising in the MC mix
Advert usually take place throught mass media channel
non personal com because there is no direct conact between org and indiv
the mass reach which makes it so effective
effective to create awarness
plays part in creating consumer intrest and desire
importantyl - primary tool to help reinforce a purchase after the event and can be used to positively affirm to consumers that they have made the right decision
achieves all aspects of the DRIP Model
Sales promotions
Short term incentives - aim to stimulate sales and increase customer demand
2 types
Price promtions
reducing price for limited time periods
Incentives
Free samples, prize draws, premiums, giveaways and coupons
tool of imediancy to encourage to act in the momemtn,larger pruchases or to make repeat purchases
sales promotion imp aspect to of non commercial marketing communications campaigns
The role of sales promotion in the MC mix
Common marketing staregy to combine advertsing with sales promtion as they complent eachother
vert short term designed to encourage purchase
DRIP model
Persuasion and differentiation
Achieves this in 3 ways
Comms
sales promotion attracts the target audience’s attention and may lead them to the product
effective for ‘on the shelf’ promotions - (BOGOFs)
creates a point of differentiation, which is why it is regularly used in supermarkets or other environments in which all offerings are presented alongside one another and there is little to distinguish one from another
Incentives
sales promotion incorporates some concession, inducement or contribution that gives the customer a sense of value or of getting something extra, or free
Form of positive reinforcement
Invitations
sales promotion includes a distinct invitation to encourage customers to engage in the transaction immediately
Pop up add with an offer to be redeemed immediately
1 more item...
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Public relations
Public Relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics’
Difference between PR and publicity
Publicity
Publicity refers to any information about the organisation in the public domain. Whilst an organisation might encourage publicity, it cannot control what is said and by whom
PR
involves communications released by the organisation that are designed to help improve and promote its image
Internet age PR has become much more important element of the MC mix
Types of PR
Types of PR
The role of PR in MC mix
PR activities are primarily used for creating awareness. PR is also an effective tool post-purchase, where it covers areas such as after-sales services and handling customer complaints.
PR and the DRIP model
Public relations’ main functions are
differentiating
,
informing
and
reinforcing
the purchase decision. Historically, a key area of PR responsibility was to organise and manage sponsorship . Sponsorship has become a substantial area of activity in its own right
Sponsorship
a commercial activity whereby one party permits another an opportunity to exploit an association with a target audience in return for funds, services, or resources’
Types of sponsorship
2 main types
Philantropy
the patronage or donation of funds or resources to a cause or organisation
Commercial sponsorship
paid-for sponsorship by organisations normally with the acknowledgement of that arrangement through the display of the sponsor’s brand or logo.
Types of commerical sponsorship
How does it work as a form of comms?
2 schools of thought
Cognitive theory
assumes sponsorship works through a direct association that the target audience makes between the organisation and the sponsored event
Behavioural theory
assumes that enjoyment of the event will lead to a favourable image of the sponsoring brand or organisation.
Several strategic uses in a marketing comms campaign
Raise awareness
Image building
Citzenship
Perceptions management
Hospitality
Media attention
Direct Marketing
Direct marketing (incorporating interactive and database marketing) is an approach that seeks to target individual customers with personalised messages and to build lasting relationships
Historiacal the primary media were phones and mail
Today you are more likely to receive direct marketing messages via email, websites, social media, mobile marketing, apps and other digital services such as QR codes
The role of Direct marketing in the MC Mix
Direct marketing is a primary tool used to build awareness and interest in an offering. It is a method that can target individual customers and convey significant amounts of information compared to advertising
direct marketing is often a supplementary tool for communicating an organisation’s offerings
Direct marketing and the DRIP model
Direct marketing can be influential in several ways, depending on whether it plays a primary or supporting role. If direct marketing is the primary communications tool, then the function will be to inform and persuade. As a support tool, direct marketing’s principal function is to inform.
Personal selling
Personal selling involves interpersonal communication between the organisation and external parties
personal selling is a two-way communications tool that provides the opportunity for customers to pose questions etc.
the salesperson has the advantage of receiving instant feedback through interaction with customers, which is not the case when using mass media.
The role of personal selling in the MC mix
personal selling is the most effective tool during the purchase stage.
The main function of personal selling is persuasion at the point of sale. A sales encounter might also include informing and differentiating, but this would reflect the dynamic of the sales situation rather than being a key function of the tool itself.
Managing the marketing mix
organisations will not usually rely on just one method to communicate with audiences and marketers will mix these different tools together depending on the needs and objectives of their campaign
marketers work with creative agencies and other partners to consider how to best combine the marketing communications mix to meet their campaign objectives within the confines of their budget
his involves considering issues such as media strategy, creative execution, how to integrate the MC mix to best effect, how and when to use digital communications, and how these should be combined with offline communications methods.
