Task Select an organisation of your choice and identify, summarise and assess the marketing communications strategy and tactics used by this business. Illustrate practice of contemporary marketing communications. Describe the context in which the organisation operates; Evaluate the configuration of the marketing communications mix used to reach the target audience(s); Describe the choice and objective of the various tactics (tools and media) used by the organisation to convey messages to target audiences; Evaluate how the organisation is utilising contemporary marketing communications. In your analysis, refer to the branding strategy, positioning, communication objectives, target audience(s) and media responses.

Task Marketing communications mix Which communications tools do they use to reach their target audience(s)? What are the objectives? How do they use their paid, owned and earned media? What types of messages do they use on each of the media categories? (informational, emotional, user generated, branded content) How do these messages reduce perceived risk? Do they use influencers? How? Contemporary marketing communications How is the organisation using contemporary marketing communications? Are they consistent in their messages and branding? Are they missing any opportunities?

The marketing communications mix Increasing level of integration Paid for, owned, earned Advertising, sales promotions, direct marketing, personal selling, public relations 5 communications tools 3 categories of media Marcom mix Increasing level of integration Increasing level of integration Informational, emotional, user generated and branded content 4 core types of message

Post-purchase experience Consumer decision journey 2 Consumers add or subtract brands as they evaluate what they want. 1 3 The consumer considers an initial set of brands, based on brand perceptions and exposure to recent touch points. Ultimately, the consumer selects a brand at the moment of purchase. Active evaluation Information gathering, shopping Loyalty loop Initial consideration set Trigger Moment of purchase Post-purchase experience Ongoing exposure 4 After purchasing a product or service, the consumer builds expectations based on experience to inform the next decision journey. (Court et al. 2009)

Marcoms approaches to involvement theory Where there is high involvement Awareness Attitude Behaviour Long-run behaviour Advertising Primarily print High information Low frequency Rational messages Word of mouth Public relations Web-social media Website Literature Word of mouth Personal selling Visits Demonstrations Public relations Promise/benefit expectation Website Personal selling Promotions Promise fulfilment Guarantees/ warranties Service/support Corporate responsibility

Marcoms approaches Where there is low involvement Awareness Behaviour Attitude Long-run behaviour Advertising Primarily broadcast Low information High frequency Emotional messages Word of mouth Public relations Web-social media Sales promotions Packaging Point of purchase merchandising Web/social media Product purchase Word of mouth Public relations Web/social media Advertising Sales promotions Public relations

template On the title page list the following: Module name and code Student number Submission date Assignment title Data sources Introduction Marcoms analysis Conclusion

Advertising models and concepts A: Elaboration likelihood model (ELM) Central route to persuasion High Cognitive response Belief & attitude change Behaviour change Individual’s ability and motivation to process information Promotional message Low Belief change Behaviour change Attitude change Peripheral route to persuasion Copley (2014)

Advertising models and concepts B: Eclectic models of advertising Involvement model Sales promotion model Persuasion model Salience model

Eclectic models of advertising Persuasion model Analogue Based on messages that are persuasive, because they offer a rational difference, grounded in USPs. Persuasion is effected by moving buyers through sequential steps, e.g. hierarchy of effects models such as AIDA. Digital Digitisation enables persuasion to be extended into opportunities for exploration. Exploration occurs through guided exploration, rather than mere narration.

Eclectic models of advertising Involvement model Analogue Works by drawing the audience into the advert and eliciting a largely emotional form of engagement. Involvement with the brand develops because messages convey that the ‘brand means more to you’. Digital Encourages people to play. About content creation and consumers controlling brands.

Eclectic models of advertising Salience model Analogue Advertising works by standing out, by being different from all other advertisements in the product class. Please think about this brand. Digital Sharing messages either directly or virally, Getting the brand discussed, mentioned and talked about.

Eclectic models of advertising Sales promotion model Analogue Advertising aimed at shifting product, i.e. generating sales. Messages are invitations to participate in promotions, sales and price deals. Digital No affect – the sales promotion model has always been a ‘do’ or behavioural model.

Using advertising strategically FCB matrix Considers only the think-feel dimension. Attitude only model. Rossiter-Percy grid Involvement is not a continuum – difficult to decide when a person graduates from high to low involvement. A need to include brand awareness as prerequisite for attitude development. Wider spectrum of motives

1. The FCB grid Do Feel Think Hi involvement Lo Cars, furniture, loans Jewellery, fashion Detergents, food Sweets, soft drinks Hi involvement Lo Vaughn (1980)

2. The Rossiter-Percy grid Established target audience Brand recognition at point of purchase Relief purchases Reward purchases Brand leads to the category requirement Low risk Category requirement leads to the brand High risk Relief purchases Reward purchases Brand recall prior to purchase New target audience Brand attitude Informational Transformational

Reaching and engaging with audiences Three forms of communication organisations use to engage with their various audiences. Cognitive Relational Behavioural