Overview of Marketing Communications Process and Tools

1. Overview of Marketing Communications Process and Tools TMT, MKT 337: Promotional Management

2. Lecture Objectives • Introduce the module • Examine process of marketing communications • Consider role of marketing communications in strategic mix • Discuss range of tools available

3. Some Basic Definitions • Marketing: Management process which anticipates, identifies and satisfies customer requirements profitably or effectively >marketing mix • Marketing Communications: Use of communications towards consumers, customers and prospects with the explicit purpose of influencing these groups • Corporate Communications: The management of communications between an organisation and all its stakeholders/publics > sphere of PR

4. Marketing Communications:Key Dimensions • Management process via which an organisation engages with its various audiences • Audiences are encouraged to offer (desired) behavioural and attitudinal responses • Understanding of each audience is required to tailor the marketing communications in terms of message and tool • Increasingly an integrated approach is adopted

5. Role of Marketing Communications DRIP FRAMEWORK • Differentiate • Reinforce/Remind • Inform • Persuade Bowersox and Marsh 1989

6. Differentiation

7. Remind

8. Inform

9. Persuade

10. Marketing Communication and the process of Exchange • Combining 4Ps • More than 4Ps? • Process, Political Power and People • 2 different use of marketing Communications: • Building Brand Values • Shape Behavior – Call to action

11. The marketing communications mix The internet and digital technologies have enabled new interactive forms of communication, where the receiver has greater responsibility for their part in the communication process A traditional model of the marketing communication mix

12. Figure 1.1 The tools and position of the marketing communications mix Fill 2009

13. Figure 1.2 Above-and below-the-line communications Fill 2009

14. New Tools, New Media Broadcast advertising (TV/radio) Print advertising (newspaper/magazine) Interactive/internet marketing Website/on-line advertising Outdoor/billboards Mobile/Wap Personal selling Telemarketing Packaging Direct marketing Publicity/PR Point of purchase Product placement Sales promotion Word of mouth Events & sponsorship

15. Product Placement

16. Ambient Advertising

17. Selection Criteria • Degree of control required over delivery • Financial resources available (cost) • Level of credibility • Ability to deliver message (communications) • Size and geographic dispersion of target audiences

18. Key Characteristics of Tools ADVERTISING • Non-personal mass communication • High reach • Impact • High cost • Low credibility? • Difficult to measure

19. Key Characteristics of Tools SALES PROMOTION • Used tactically in short term • Aim is often to increase sales • High control and measurement • Moderate cost • Can be used throughout distribution channel • Credibility may be questioned

20. Key Characteristics of Tools PERSONAL SELLING • Interpersonal communications tool (two way) • Instantaneous feedback possible • Message can be tailored • High cost • More suitable where message is complex

21. Key Characteristics of Tools DIRECT MARKETING • Any form of direct response communications • Targets individual customers (database) • Can deliver personalised message • Builds relationships • Facilitated by technological developments • Moderate absolute cost but cost per contact high

22. Key Characteristics of Tools PUBLIC RELATIONS • Non-personal • Wide range of tools available • High credibility • Low cost

23. Figure 1.3 The relative effectiveness of the tools of the marketing communications mix Fill page 25

24. Table 1.4 The 4Cs Framework – a summary of the key characteristics of the tools of marketing communications Fill

25. Major communication tools

26. Figure 2.1 A linear model of communication Source: Based on Schramm (1955) and Shannon and Weaver (1962).

27. Features of The Communications Process • Sender: company, organisation, brand, CEO, Agency • Receiver: consumer, customer, public, government, intermediary, supplier • Encoding: Use of signals (words, symbols, pictures, music) to create a message that can be understood • Decoding: Understanding the message as it was intended • Noise: Cognitive barriers or physical distractions • Realms of understanding: Common ground between source and receiver

28. Influences on Marketing Communications Process • Increasing volume of messages/Message Clutter • Literate consumers • Increasing Competition • Decline in effectiveness of Advertisement • Level of product/brand involvement • Opinion leaders • Consumer to consumer communications (word of mouth)

29. Hierarchy of Effects • Models (often linear) which describe the step by step process we go through when exposed to marketing communications from initial unawareness to final action. • There are many theories put forward to explain how marketing communications affects consumer behaviour

30. AIDA Attention Interest Desire Action