Marketing for MOST Module 09 – Marketing Communication Strategies

1. Marketing for MOSTModule 09 – Marketing Communication Strategies 技術経営コンソーシアム 開発担当者 ：Ritsumeikan Asia Pacific University　教授: Takamoto, Akihiro 更新日 October, 2003

2. Module 09: Communication Strategies • The fourth P • Communication Process • Designing and ManagingIntegrated Marketing Communications • Identifying the Target Audience • Determining the Communication Objectives • Designing the Message • Selecting the Communication Channels • Establishing the Total Communication Budget • Deciding on the Communication Mix • Advertising • Sales Promotion • Public Relations and Publicity • Personal Selling • Direct Marketing • Integrated Marketing Communications • Keynesian Beauty Contest • Discussion

3. 1. The 4th P : Promotion • The 4th “P” = Marketing Communication • Communication is “Who says What to Whom through Which Channel with What Effect.”

4. 2. Communication Process

5. 2. Communication Process

6. 3. Designing & Managing Integrated Marketing Communication • Preparatory Stage • Review the Marketing Objectives • Review the Marketing Mix • Review the Marketing Communications environment

7. 3. Designing & Managing Integrated Marketing Communication • Design Stage • Identify the Target Audience • Determine the Communications Objectives • Design the Message • Select the Communications Channels • Establish the Total Communications budget • Decide on the communication Mix

8. 3. Designing & Managing Integrated Marketing Communication • Implementation stage • Measure the communications results • Manage and Coordinate the Integrated marketing Communications process

9. 4. Identifying the Target Audience • Who is your target audience? • There is More to seeing that meets the eyeball!

10. 4. Identifying the Target Audience Ref: Betty Edwards, “Drawing on the Artist Within”

11. 4. Identifying the Target Audience Ref: Betty Edwards, “Drawing on the Artist Within”

12. 4. Identifying the Target Audience Ref: Betty Edwards, “Drawing on the Artist Within”

13. 5. Determining the Communication Objectives • A I D M A model Attention >> Interest >> Desire >> Memory >> Action

14. 6. Designing the Message • What to say (Message Content) • Appeal theme, idea, or unique selling proposition • Three types of appeals: rational, emotional, and moral • How to say it logically (message structure) • How to say it symbolically (message format) • Carefully choose words, sound, color • Who should say it (message source) • Credibility and trustworthiness

15. 7. Selecting the Communications Channel • Personal Communication Channels (advocates, experts, social channels0 • The power of “word of mouth” • Non-personal Communication Channels • Media (print, broadcast, electronic, display) • Atmosphere • events

16. 8. Establishing the Total Communication Budget • Percentage of Sales method • Competitive Parity method • Objective and Task method

17. 9. Deciding on the Communications Mix Advertising DirectMarketing Sales Promotion Personal selling Public relations & Publicity

18. Sales Promotion Direct Marketing Public Relations Advertising 9. Deciding on the Communications Mix Relative effectiveness of Communication Tools Personal Selling Relative Effectiveness Low Unit Price High Simple Unit Price Complicated Large Unit Price Small

19. Sales Promotion Direct Marketing Public Relations Advertising 9. Deciding on the Communications Mix Personal Selling Relative Effectiveness Unaware Action

20. 9. Deciding on the Communications Mix • Communication Mix and Communication Objectives • Consumers are seeking information • Consumers are NOT seeking info Increase awareness Yellow Book Personal Selling Tactic adv. Trade Adv. Sales Promotion Action Strategic Image Adv. Corporate Adv. PR

21. 9. Deciding on the Communications Mix • PUSH OR PULL • Do you like to PUSH • Or to be PULLED

22. 9. Deciding on the Communications Mix PUSH Strategy Producer Wholesaler Retailer Consumer PULL Strategy Producer Wholesaler Retailer Consumer Flow of communication Flow of product Flow of order

23. 10. Advertising • Public Presentation • Pervasiveness • Amplified Expressiveness • Impersonality • Advertorial = Advertsing + Editorial • Infomercial = Information + Commercial

24. 10. Advertising Continued… • Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. Mission Measurement Money Advertising Media Message

25. 10. Advertising Continued… To Inform To Persuade To Remind MISSION (Advertising Objective)

26. 10. Advertising Continued… • What is your Target? A I D M A A I D M A

27. 10. Advertising Continued… DAGMAR not DAGGER! • Defining Advertising Goals forMEASURED ADVERTISING RESULTS! • (Russel H Colley)

28. 10. Advertising Continued… • DAGMAR • Advertising Goals are virtually always communication goals • Goals should be written down • Advertising should be measure in terms of effects not exposure • Advertising operated through a hierarchy of communication effects

29. 10. Advertising Continued… • DAGMAR • Creative planning considerations should come before media decisions in the advertising planning process • Benchmark measurements should be developed before the campaign is implemented. • Specific criteria must be developed.

30. 10. Advertising Continued… • The Colley DAGMAR Hierarchy of Communication effects: Marketing Forces (Moving people toward buying action) Unawareness Awareness Comprehension Conviction Action Countervailing Forces

31. 10. Advertising Continued… • Advertising Task Checklist • This checklist is a “thought starter” in developing specific advertising objectives. It can be applied to a single ad, a year’s campaign for each product, or it can aid in developing a company’s entire advertising philosophy among all those who create and approve advertising. • Russel H Colley • …

32. 10. Advertising Continued… • Advertising task checklist • To what extent does the advertising aim at closing an immediate sale? • Does the advertising aim at near-term sales by moving the prospect, step by step, closer to a sale ( so that when confronted with a buying situation the customer will ask for, reach for, or accept the advertised brand?) • Does the advertising aim at building a “long range consumer franchise”? • Specifically, how can advertising contribute towards increased sales? • Does the advertising aim at some specific step which leads to a sale?

33. 10. Advertising Continued… • Advertising task checklist - continued. • How important are supplementary benefits of end use advertising? • Is it a task of advertising to impart information needed to consummate sales an build customer satisfaction? • To what extent does the advertising aim at building confidence and good will for the corporation? • Specifically, what kind of images does the company wish to build?

34. 10. Advertising Continued… • Advertising = Creative + Media • Creative = Copy + Visual + Sound IDEA IMPULSION CREATIVE IMPACT INFORMATION INTEREST

35. 10. Advertising Continued… • Message execution styles • Slice of Life • Lifestyle • Fantasy • Mood or Image • Musical • Personality symbol • Technical expertise • Scientific Evidence • Testimonial Evidence • (by Philip Kotler)

36. 10. Advertising Continued… • Twelve kinds of advertising executions • By William M Weilbacher • Factual: straightforward Statement • Factual: Provocative or intriguing statement • Product comparison • Demonstration • Still Life • Metaphor: imputed qualities • Dramatization • Spokesperson • Testimonial • Borrowed Interest • Humor • Hyperbole

37. 11. Sales Promotion • A diverse collection of incentive tools, mostly short-term, designed to stimulate quicker and or greater purchase of particular products/services by consumers or the trade. • (Blattberg and Neslin)

38. 11. Sales Promotion • Consumer Promotion • Samples, Coupons, Rebates • Price Packs, Premiums • Novelties, Specialty advertising items • Contests, Sweepstakes, Games • Trading stamps, • Product warranties • Tie- in promotions, cross promotions • POP (Point of Purchase Displays) • Trade Shows.

39. 11. Sales Promotion • Trade Promotion • Price-off • Allowance • Free goods, deals • Trade shows

40. 11. Sales Promotion • Sales Force Promotion • Sales contests • Sales meetings • Sales incentives (bonuses)

41. 12. Public relations and Publicity • Press Relations • Corporate Communications • Events and Exhibitions • Paid and unpaid publicity • (advertorial, infomercial etc)

42. 13. Personal Selling • If you make a guy feel important, he’ll take his wallet out and say, “Here, take what you want.” • (TWA Magazine)

43. 14. Direct Marketing • Direct Marketing is an interactive marketing system that uses one or more advertising media to effect a measurable response and / or transaction at any location.

44. 14. Direct Marketing Continued… • One Step type and Two Step Type message 2nd 1st Direct Response Advertising Prospective Customers response message Direct mail Tele marketing message Objective: Lead Generation i.e. Get responses

45. 15. IMC (Integrated Marketing Communication) • Maximize communications impact through consistent, seamless, and optimum integration of marketing communication mix. DM Customer PS ADV PR SP

46. Mass Marketing Customer Getting Transation Promotion Market share To Automate Management Cure Monologue One to One Marketing Customer Keeping Relationship Customer service Customer share To informate Empowerment Care Dialogue 15. IMC Continued…

47. 15. IMC Continued • Relationship Marketing Buyer Seller Sales Department Seller Buyer Buyer Seller

48. 15. IMC Continued (Theodore Levitt, Marketing Imagination)

49. 16. Keynesian Beauty Contest • The reason it is called a beauty contest game is because of the strong resemblance it bears to the newspaper beauty contests discussed by John Maynard Keynes (a famous English Economist) some 60 years ago - a collection of women’s faces would be printed in the newspaper, and the object of the game was to pick the ones that would be rated “prettiest”. So one should not vote for the faces he or she truly thought were prettiest, or even the ones he or she thought most people would think were prettiest, but the ones that one thought most people would think that most most people would think were the prettiest, or even at higher orders.

50. Practice • Choose a number of print ads or TV commercials and settle on the best three advertisements doing the Keynesian Beauty Content in your class. • How do you interpret the outcome?