Copyright © 2007 Pearson Education Canada 14-1 The Communications Process Sender Message Media...
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Transcript of Copyright © 2007 Pearson Education Canada 14-1 The Communications Process Sender Message Media...
Copyright © 2007 Pearson Education Canada 14-1
The Communications Process
SenderSender MessageMessage MediaMedia ReceiverReceiver
Action by Receiver / Feedback
NoiseNoise
Copyright © 2007 Pearson Education Canada 14-2
Integrated Marketing Communications
The coordination of all forms of marketing
communications in a uniform program that
maximizes impact on consumers and other
types of customers.
Copyright © 2007 Pearson Education Canada 14-3
Marketing Communications Mix
Communications PlanCommunications Plan
Evaluation and ControlEvaluation and Control
AdvertisingAdvertising
Sales PromotionSales Promotion
Events/SponsorshipEvents/Sponsorship
Public RelationsPublic Relations
Personal SellingPersonal Selling
Direct / InteractiveDirect / Interactive
Copyright © 2007 Pearson Education Canada 14-4
IMC
Integrate marketing communications is taking hold because of:
Efficiency and accountability concerns
A constantly changing business environment
Growth in database marketing and CRM
Growth and popularity of digital media
The synergistic effect of the effort
Copyright © 2007 Pearson Education Canada 14-5
Communications Strategies
Mfg’rMfg’r WholesalerWholesaler RetailerRetailer ConsumerConsumer
Pull
Push
Copyright © 2007 Pearson Education Canada 14-6
Budget Determination
A variety of methods are used.
Percentage of Sales
Industry Averages
Arbitrary Allocation
Task (Objective)
Copyright © 2007 Pearson Education Canada 14-7
Influences on Budget
Several factors impact on the amount of funds required.
1. Customer
2. Degree of Competition
3. Stage in Product Life Cycle
Copyright © 2007 Pearson Education Canada 14-8
Role of Advertising
1. To influence the thought patterns of the target audience in a favourable manner.
2. Assuming a favourable attitude, motivate purchase of a specific brand of product.
Copyright © 2007 Pearson Education Canada 14-9
Buying Behaviour Stages
AwarenessAwareness
ComprehensionComprehension
ConvictionConviction
ActionAction
When deciding what to buy a consumer passes through a series of behaviour stages.
Copyright © 2007 Pearson Education Canada 14-10
Creative Planning
Creative ObjectivesWhat to say
Creative ObjectivesWhat to say
Creative StrategyHow to say it
Creative StrategyHow to say it
Creative ExecutionSpecific tactics
Creative ExecutionSpecific tactics
Copyright © 2007 Pearson Education Canada 14-11
What to Say: Creative Objective
Communicating a clear message that customers will quickly understand is the task.
Secret Deodorant
“Strong enough for a man but made for a woman.”
Old Spice High Endurance Body Spray
“Date women out of your league.”
Copyright © 2007 Pearson Education Canada 14-12
Creative Strategy
To stimulate interest and desire an advertiser calls upon a variety of techniques.
Humour
Comparison
Emotion
Lifestyle
Copyright © 2007 Pearson Education Canada 14-13
Creative Strategy
Sex
Testimonials
Celebrity Endorsements
Character Presenters
Demonstrations
Copyright © 2007 Pearson Education Canada 14-14
Media Planning
The challenge is to select the right media to communicate the message effectively and efficiently.
TraditionalMedia
TVRadioPrint
Outdoor
TraditionalMedia
TVRadioPrint
Outdoor
New MediaInternetDVDs
Cell PhonePDAs
New MediaInternetDVDs
Cell PhonePDAs
Copyright © 2007 Pearson Education Canada 14-15
Media Objectives
Establishing objectives involves answers to 5 key questions.
Who?What?When?Where?How?
Who?What?When?Where?How?
Copyright © 2007 Pearson Education Canada 14-16
Media Strategy
A major challenge is to match the best media with the target market
Shotgun
Profile Match
Rifle
Copyright © 2007 Pearson Education Canada 14-17
Media Strategy
Numerous factors converge with some being more important than others.
• Reach• Frequency• Continuity
• Reach• Frequency• Continuity
• Coverage• Timing• Media Type
• Coverage• Timing• Media Type
Money (the budget) affects all decisions.
Copyright © 2007 Pearson Education Canada 14-18
New Media Alternatives
Advertisers are questioning the value of traditional forms of advertising and are trying new options.
Product Placement
Branded Content
Guerilla Marketing
Copyright © 2007 Pearson Education Canada 14-19
Media Execution
At this stage the specific details of the plan are identified.
Evaluation of cost comparisons
Scheduling specific media (buying the media)
Budget Summaries (what, where, when)
CPM is the cost incurred in delivering a message to one thousand individuals.
Copyright © 2007 Pearson Education Canada 14-20
Public Relations
Activity undertaken to influence the attitudes, opinions, and behaviours of various publics.
Internal Publics• Employees• Distributors• Suppliers• Shareholders
Internal Publics• Employees• Distributors• Suppliers• Shareholders
External Publics• Customers• Media• Governments• Community Groups
External Publics• Customers• Media• Governments• Community Groups
Copyright © 2007 Pearson Education Canada 14-21
Some Roles of Public Relations
PR makes positive contributions to an organization.
1. Corporate Communications
2. Reputation Management
3. Community Relations / SRM
4. Public Affairs
5. Product Publicity
6. Product Seeding
7. Media Relations
8. Fundraising
Copyright © 2007 Pearson Education Canada 14-22
Corporate Communications
A company has to create, build and protect its image.
IssueManagement
IssueManagement
CorporateAdvertising
CorporateAdvertising
Advocacy AdvertisingAdvocacy Advertising
Where a company stands on an important issue
Messages to create goodwill or show social responsibility
A viewpoint on a public issue
Copyright © 2007 Pearson Education Canada 14-23
Reputation Management
In a time of crisis PR takes centre stage.
Executives must be prepared to act
Credible and factual messages must be delivered
Avoiding issue can be disastrous
Viagra linked to blindness…ouch!
Vioxx recalled from market.
CIBC fax fiasco
Copyright © 2007 Pearson Education Canada 14-24
Community Relations and Social Responsibility
CommunityRelations
CommunityRelations
Providing resources to support the community generates goodwill.
SocialResponsibility
SocialResponsibility
Strategic philanthropy by supporting opportunities that benefit company and society.
Copyright © 2007 Pearson Education Canada 14-25
Public Affairs
LobbyingLobbyingA practice that influences policy decisions of governments.
Organizations lobby governments to sway policy in favour of their best interests.
Copyright © 2007 Pearson Education Canada 14-26
Product Publicity
Getting the brand or company into the news in a favourable way.
• Newsworthy information issued by press release
• Photos of significant events: brand launches, acquisitions, expansion, etc.
Copyright © 2007 Pearson Education Canada 14-27
Product Seeding
“Placing a new product with trendsetters who influence others to purchase the product.”
An economical tactic
Influential with youthful targets
Creates “buzz”
Copyright © 2007 Pearson Education Canada 14-28
Media Relations
A good relationship with the media usually results in positive information being communicated about an organization.
Relationships with the media are built on respect, honesty, accuracy and professionalism.