Communicating Value

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Marketing Communications is used to communicate elements of an organisation's offering in order to engage a target audience

Elements of Marketing Communications

Engagement - what the the audiences communication needs, and is it possible to engage with them on their own terms?

Audiences - What specific audiences do we need to communicate with and what are their various behavior and information processing needs?

Responses - What are the desired outcomes of the communication process?

DRIP - The Tasks of MC

Differentiate - stand out

Reinforce - remind customers about a brand

Inform - awareness

Persuade - encourage sales

3 Main models of Communication

Linear Model

Two-way Model

Interaction Model

Personal Influencers

Opinion Leaders - belong to same peer group. More self confident and confident in their role

Opinion Formers - do not belong to the same peer group as the people they influence e.g. teacher (formal)

Word of Mouth - very significant marketing communication tool

5 Core Tools

Advertising

Sales Promotion

Public Relations

Direct Marketing

Personal Selling

Role of MC Mix

Original used to persuade customers in short term to buy

Now to facilitate communication with wide range and on broader range of issues

New goals such as developing understanding and preference

Can be used to developed relationships between key suppliers and consumers

Advertising

Non-personal form of communication

Obvious sponsor pays for message in media

Used to influence demand and manage perceptions

Engage audiences in a format suitable to them

Sales Promotion

Offers an incentive to buy now rather than later

Accelerate sales

Used extensively

Integrated with other tools

Public Relations

Activity used to shape attitudes and opinions held by an organisations stakeholders

Project mutual goodwill and understanding

Low cost e.g. events and sponsorship

Direct Marketing

Management of customer behavior

Refers to all media based activities

Goal to reach target audiences, with personalized messages

Collect consumer information

Examples are telephone, internet, direct mail

Personal Selling

Concerns interpersonal communication and the role is largely of representation

Messages can be adapted to the requirements of both parties, who meet face to face

6 Classes of Media

Print Media

Broadcast

Outdoor

In-store

Digital

Other e.g. Cinema and ambient

Two Types of Message

Information Based - Factual

Emotion Based - Sensory

2 Theories of Advertising

Strong Theory - Persuasion occurs by moving passive buyers to purchase by easing them through a series of steps

Weak Theory - Advertising is used to maintain awareness and provide reassurance.

Changing Media Landscape

Two way media

More responses from consumers

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