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Marketing Communications Part 1
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- 1Communication process"Communication is the process of establishing commonness or oneness of though between a sender and receiver" Schramm
- 2Communications modelEncoding: the way the message is framed
Channel the way the message is delivered; lots of possibilities
The way the message is interpreted by the receiver (decoding); dependent on receiver’s perceptions
Feedback is the response given to the sender; could be satisfactory indicating understanding, desired action or unsatisfactory making the sender go through the loop again
Noise is all stuff going on while the message is being send and received; e.g. physical noise; distractions etc
In designing effective communications, marketers have to be aware of the factors identified in this model - 3Key elements of communications*The target audience- who we are aiming at; consider their needs, readiness to buy and response stage
* communications objectives- what we are trying to achieve
*the message- content, structure and format
*the ways the tools of the mix are used and combined
*feedback (evaluation)- measurement - 4The promotional mixTools that the company uses to communicate persuasively customer value and build customer relationships (Kotler).
- 5Elements/ techniques of promotional mixAdvertising = non-personal presentation and promotion
Sales promotions = short term incentives to encourage purchase
Public relations is building good relations with the company’s various publics
Personal selling is personal presentation
Direct marketing is direct connections with carefully targeted individual consumers both to obtain a immediate response and to cultivate lasting customers - 6Buyer stage promotional mixAIDA- Awareness / interest / desire / action
Interest and desire separate things- spark someone’s interest but doesn't necessarily mean they desire something
It's about taking the customer on a journey - 7Push vs Pull communicationB2C business has to consider its use of a push or pull strategy in marketing communications with B2B intermediaries
Push strategy- focuses on communications activity with channel members and incentivises each member to sell on quickly to the next with communication flowing from member to member. Here personal selling and trade promotions are important
Pull strategy focuses on communication activity with the consumer through advertising, sales promotions and point of sales to pull product through the chain - 8Types of advertisingDRIP- Differentiate / Inform / Remind / Persuade
Examples:
John Lewis targets- DRIP
Macmillian- targets AIDA - 9Buyer readiness / responseBuyers go through stages of response to communications:
awareness- knowledge- liking- preference- conviction- purchase
Buyer readiness stages categorise consumers in terms of how close they are to making a purchase or a decision. - 10PR- PublicsGeneral
Financial
Media
Internal
Commercial
Authority - 11PR objectives / techniquesTo develop and maintains corporate goodwill
To develop and maintain suitable relationships
Techniques:
Advertising
Press relations
Events - 12Media selectionBroadcast- print= outdoor- digital- instore- other
Timing
Competitive environment
Target audience
Geographic focus
Budget
Campaign objectives - 13Ad and disad of PR vs AdvertisingAd:
Credibility
Reach
Cost
Disad:
Uncontrollability
Key advantage of advertising in terms of controllability - 14Personal SellingInterpersonal communication tool which involves face to face activities undertaken by individuals, often representing an organisation, in order to inform, persuade or remind an individual or group to take appropriate action as required by the sponsor’s representative (Fill)
Extensively used in B2B markets - 15Personal selling ad/ disadAd:
Impact- greater chance of engaging prospect than advert
Precision-Targeting, can offer specific information that the prospect wants because interactive
Cultivation- develop personal relationships. And build long lasting relationships.
Disad:
Cost- labour intensive and therefore costly
Labour and time intentsive - 16Sales representative tasksMonitoring competition
Maintaining relationships
Persuasion
Information gathering
Informing customers - 17Sales promotion exampleChicago town pizzas-
Discover the codes in special edition Deep Dish pizzas.
Enter 5 codes to claim a Slice Sabre or 9 codes for a Super Slice Sabre ( fancy pizza cutter)
Pot noodle spinning fork- designed to reposition pot noodle brand - 18Sales promotion definitionRange of tactical marketing techniques designed within a strategic marketing framework to add value
Used now to encompass relationship and franchise building techniques e.g: tesco clubcard - 19Manufacturers trade promotions to channel membersAd:
* increase stock levels
*gain more and better shelf space
*new product launch
*counter competition
Here a manufacturer of a product has to incentivise the intermediaries in the channel of distribution to purchase his product and to sell it on to the next stage of the channel
Sales promotions to intermediaries or TRADE promotions are very effective for these types of PUSH objectives - 20Retailer sales promotions….to consumersAd:
Increase store traffic
Increase amount of purchase
Increase store loyalty
Retailers compete to for consumer’s business as manufacturers compete amongst themselves for retailers business
So retailers such as supermarkets will run sales promotions too
Store cards come into play as they provide a way to create tailored sales promotions for individual customers through rolling offers and coupons - 21Manufacturer sales promotions…to consumersAd:
Encourage trial
Expand usage
Attract new consumers
Manufacturers clearly need the support of retailers but they also need to stimulate demand and interest with consumers using a PULL communication strategy. - 22Consumer promotionsWide range: coupons, price packs, point of purchase displays, competitions, samples. premiums
COUPONS: linked to loyalty schemes eg. Tesco clubcard, via mail, at point of sale, in press.
PRICE PACKS: money off products, indicated on product or shelf eg. BOGOF
PREMIUMS: goods offered with purchsed good eg. McDonalds Happy Meals
Competitions: Caution required, sound planning - 23Direct marketingConnecting directly with carefully targeted segments of individual consumers, often on a one-to-one, interactive basis.
Kotler 2013 - 24Key elements of Direct MarketingPersonalised or customised message-
to provoke a change in behaviour
The communication is direct and designed to solicit a response through a call to action
Use of detailed databases
Immediate response (call to action)
Use of a variety of media
Measurability - 25Forms of direct marketingDirect Marketing is a marketing system and communication technique
based on individual customers
– its about knowing customers and focusing on them rather
than just ‘selling’ your product
Forms:
*catalogue marketing
*telemarketing
*online marketing
*direct mail marketing - 26Media typesDirect Mail
Telephone
Email
Direct response press adverts - 27Direct marketing strengths / drawbacksStrengths:
Can be highly targeted
intimate
Responsive
Measurable
Drawbacks:
Viewed as intrusive
Can be expensive
Negative connotations – ‘downmarket’
A good database needs good management - 28Use in the promotional mixDM can be used at different stages in the relationship with the customer
Initiation – the stage of winning a customer for the first time can be problematic.
DM can be used to target prospects based on existing customer profiles or on bought list to acquire customers for the first time. Often the DM approach is combined with advertising and sales promotions to overcome the resistance that might be experienced on first purchase
Most direct marketing is used for building the relationship with existing customers.
Why? Because the organisation has information on the customer purchasing history, potentially on preferences, likes and dislikes and may even have given permission to be directly contacted with specific details of relevant offers
The customer is likely to have confidence in the supplier and respond positively
Finally, combination selling involves using contact information gathered through other promotional activities e.g. competitions in sales promotions to build a database or mailing list for DM purposes
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- Descripción
- FOM Fichas sobre Marketing Communications Part 1, creado por anitab08 el 26/01/2015.
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- anitab08
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