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Marketing Communications and Promotional Practice

Learn about different models and strategies in marketing communications, including the AIDA model, the DAGMAR model, and the DRIP model. Understand the importance of branding, the decision-making process, and the product life cycle. Discover the components of the MarComs mix and the factors influencing consumer buying behavior. Gain insights into source credibility and the role of personal and mass media communication.

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Marketing Communications and Promotional Practice

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  1. Marketing Communications and Promotional Practice The Communication Process

  2. The AIDA Model • Attention • Get noticed. • Interest • What’s in it for me? • Problem solving? • Desire • ‘Want’ factor • Brand • Action • How do I get it?

  3. The DAGMAR Model(Defining Advertising Goals for Measured Advertising Results)also known as ‘Hierarchy of Effects’ model

  4. The DRIP Model • Differentiate • Be different from the competition • Remind • Who are we? What do we stand for? • Inform • What’s new? Features-Benefits • Persuade • Why is it right for you?

  5. David Bernstein’s VIPS checklist To be effective, an advertising message should be checked to see that it has the following qualities: VISIBILITY IDENTITY PROMISE SINGLEMINDEDNESS

  6. 1.Recognition of need Remind or create perception of need? 2.Define parameters of need / solution We’ve got just the solution 3.Search for information Find out what we have to offer 4.Evaluation of alternatives Aren’t we better than the competition? 5.Determining terms of purchase We’re great value for money 6.Purchase It’s so easy to buy 7.Post-purchase evaluation You made the right decision! 8.Re-purchase? You are our valued customer The DMP Model(Decision Making Process)

  7. The PLC Model(The Product Life Cycle)

  8. The PLC Model • Pre-Launch Teaser campaign • Introduction Launch campaign • Growth Maximise sales • Maturity Tactical campaigns • Decline / Withdrawal Why advertise?

  9. Conclusion • No-one knows why some ads work and others don’t • No-one can predict for sure which ads will work and which ones will not • Models should act a guide for structuring creativity – not a staightjacket

  10. MarComs Mix • There are 4 main elements. • Advertising • Sales promotion • Publicity/Public Relations • Personal Selling • The mix varies with product type….

  11. Models of Consumer Buying Behaviour Mass communication sources - television, press/magazines, radio Awareness Mass communication sources - press/ magazines television, radio Interest Personal sources - relatives, friends, colleagues , Web 2.0 Evaluation Personal sources - sales people – in store, relatives & friends Trial Personal sources and mass media communication (for re-assurance). Adoption

  12. DAGMAR • Unawareness • Awareness • Comprehension • Conviction • Action

  13. DRIP • Differentiate • To make a product stand out from competing brands • Reinforce • To build on previous marketing communications • Inform • To make known and advise of availability and features • Persuade • Turn features into consumer benefits

  14. Branding • What is a brand? • A name, term, sign, symbol, or design or a combination of them intended to identify the product – goods / services of a seller/producer and to differentiate them from the offerings of competitors • More than a symbol etc it is SHORTHAND of values that consumer perceive a brand to have… • Page 32

  15. Brand equity • This is the result of an INVESTMENT in effective Marketing Communications over a period of time • Successful brand investment will result in an irrational price price premium and brand LOYALTY = a willingness to continue to buy the brand.. • High top of mind awareness – EVOKED SET.. • More on Branding Week 2…

  16. Source Credibility • How much does a Receiver of a Message believe the Sender? • Mass media advertising is one of the least credible promotional tools • Third party endorsement is one of the most credible promotional tools • Eg, magazine articles; opinions of friends, family, work colleagues • To some extent celebrity testimonials

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