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Marketing Communications II

Marketing Communications II. Dr David C Arnott Lecturer in Marketing & Strategic Management. The Communication Process. Sender. NOISE. Encoding. Media & Message. Feedback. Decoding. Receiver. Evoked Sets. Total Product Set. Awareness Set. Unawareness Set. Evoked Set. Inept Set.

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Marketing Communications II

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  1. Marketing Communications II Dr David C Arnott Lecturer in Marketing & Strategic Management

  2. The Communication Process Sender NOISE Encoding Media & Message Feedback Decoding Receiver

  3. Evoked Sets Total Product Set Awareness Set Unawareness Set Evoked Set Inept Set Inert Set “Ladders in the Mind” (Ries & Trout, 1981) Selected brand Other Evoked Brands

  4. An Overview of Marketing Communications Advertising communications Manufacturer’s promotions • Trial promotions • Repeat purchase promotions C U S T O M E R S • General advertising - TV - Press - Billboard, etc • Corporate id & PR • Corporate image • Sponsorships • Publicity M A R K E T E R S Sales force promotions Trade promotions Retailer promotions • Layout, atmosphere • Retail feature ads • POP displays • Price off promotions • Private labeling • PC/TV interactive shopping • Direct response advertising • Database marketing • Loyalty programmes (Adapted from: Rossiter & Percy, 1997, p4)

  5. Stages in Communications Planning Sales promotion Advertising Situation Analysis Personal selling Publicity & PR Establish Objectives Budget Programme elements Coordinate/integrate Measure effectiveness Evaluate and follow up (Adapted from: Engel, Warshaw & Kinnear, 1994, p79)

  6. Selecting a Communications Focus Market modification Expand market Penetrate market Convert non-users Enter new segments Increase usage rate Win from competition Incr awareness Clarify needs Incr WoM Obtain trial Convert lapsed to occasional users Product line extension Stretch brand Increase uses Incr repeat: - occasional - often - regular Build conviction Load consumers Incr replacement rate Longer season New uses Create brand preference Incr knowledge Improve image - of brand - of company Reposition brand Reposition com- petitor brand (Source: Michell, P., 1988, Working paper)

  7. How Communication Works Thinking Feeling High 1: Informative (e.g. New Products, Car, House, Furniture) Model: Learn - Feel - Do Appeal: Economic, Value Media: Long copy, Reflective 2: Affective (e.g. Jewellery, Cosmetics, Fashion, etc..) Model: Feel - Learn - Do Appeal: Psychological Media: Large space, Image Product Involvement 4: Self-satisfaction (e.g. Cigarettes, Sweets, Alcohol, etc..) Model: Do - Learn - Feel Appeal: Social Media: Billboards, print, POS 3: Habit formation (e.g. Food, Household goods) Model: Do - Feel - Learn Appeal: Reinforce Media: Small space, Sound bites, POS Low (Adapted from : Vaughn, 1980, p31)

  8. Exposure Attention Comprehension Acceptance Retention Cognitive (knowledge) Affective (feelings) Conative (actions) Consumer Response Process (Source: Engel, Warshaw & Kinnear, 1994, p54-69)

  9. Perception: Stopping power Exposure Attention engages the mind stops the scanning Intrusiveness Originality Awareness: Make an Impression Relevance product interest personal relevance Maintain interest Involvement The Psychology of Communication (1) (Wells, Burnett & Moriarty, 1995, p270-276)

  10. Understanding: Make the Message Clear Teaching and knowing Association Locking Power: Make It Memorable Vampire creativity Repetition Key visuals Persusion: Creating Moving Messages Appeals Attitudes & opinions Likability Arguments Emotions Convictions The Psychology of Communication (2) (Wells, Burnett & Moriarty, 1995, p276-282)

  11. Effective Marketing Communications Engel, Warshaw & Kinnear 1994, p30 “... the key to successful communication lies in understanding your target audience and adapting your message and strategy ...

  12. Communications Budgeting • Judgemental approaches • Arbitrary allocation • Percentage of sales • All you can afford • Analytical approaches • Competitive parity • Objective & task • Experiment and test • Modeling & simulation (Source: Engel,Warshaw & Kinnear, 1994, p195-199)

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