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PROMOTION Market Communication

Learn about effective strategies for market communication, including advertising, direct marketing, and public relations. Explore alternative objectives and media for maximum impact. Understand key issues and trends in the industry.

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PROMOTION Market Communication

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  1. PROMOTIONMarket Communication

  2. Market Communication • Goal : effective messages • Multiple objectives : • Awareness, preference, action • End users, intermediaries, “others” • Multiple attacks : • Mass vs. targeted • Alternative media

  3. Market CommunicationAlternative Objectives • Create awareness • Establish product superiority • Indicate where to buy • Reinforce purchase decision • Suggest follow-ons

  4. Market CommunicationAlternative Media • Advertising • Public Relations • In-store merchandising • Direct Marketing

  5. Market CommunicationDirect Marketing • Extreme segmentation • Small groups & 1-on-1 • Leveraged technology • “800” phone service • Massive databases • Service-oriented • Fast order to delivery • Satisfaction guaranteed

  6. Market CommunicationDirect Marketing - Issues • Service requirements • People + infrastructure • Partnership dependent • Highly sensitive supply chain • Surprisingly easy entry • Uneven performance & ethics Trend : Test marketing & self-funding ads

  7. Market CommunicationIn-Store Merchandising • Goal : “moment of truth” message • Multiple related formats • Packaging • Displays • Signage • Very difficult logistics • Multi-site consistency • Maintenance Clear advantage to direct suppliers

  8. Market CommunicationPublic Relations • Goal : “free” exposure “in context” • Requires some newsworthiness • Hurdle suprisingly low • Frequent use of celebrities • High visibility • Easy placement • “Halo” effect • Risky business

  9. Market CommunicationPublic Relations - KFS • Clear objectives & targets • Intense proactivity • Turnkey packages • Measured performance • Aggressive remediation

  10. Market CommunicationsAdvertising • How much ? • What message ? • Which media ? • When ?

  11. Market CommunicationsAdvertising - How much ? • Affordability ($$$ or % sales) • Sustained trend (tradition) • Competitive reference (“Share of Voice”) • Task and method • Bottoms up approach • Reach & frequency (GRP)

  12. Market CommunicationsAdvertising - Share of Voice

  13. Market CommunicationsAdvertising - Where ? • Media • Electronic (TV. radio) • Print (Magazines, newspapers) • “Alternative” (Context placements) • Buying Options • National / network • Local / spot • Up-front / “remnant” Trend : targeting … Tendency : ego

  14. Market CommunicationsAdvertising - When ? • Sustained, on-going • “Flighting” • Seasonal “pulsing” Opinion : discontinuity breeds forgetfulness, fast !

  15. Market CommunicationsAdvertising - KFS • Don’t underspend • Critical thresholds, continuity • Rule of 3X • Tailor message to audience • Consumer perceptions ! • Match media to objectives • Caution : ego-driven business • Look for market inefficiencies • New media & “value” buys

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