1 Communication Planning Who is our target audience? What do we need to communicate and achieve? How should we communicate this? Where should we communicate this? When do communications need to take place?

2 Another Model Market Mission Message Media Money Measurement Source: HBS

3 Integrated Marketing Communications Strategy Ties together and reinforces all communications to deliver a strong brand identity Communications in different media should form part of a single, overall message about the service firm

4 Marketing Communications Mix (1 of 2) Key: * Denotes communications originating from outside the organization Word-of-mouth (other customers) Personal communications Selling Customer service Training Advertising Broadcast, podcasts Print Internet Outdoor Direct mail Sales promotion Sampling Coupons Sign-up rebates Gifts Prize promotions Telemarketing Word of mouth *

5 Key: * Denotes communications originating from outside the organization Publicity & public relations Press releases/kits Websites Manuals Brochures Interactive software Voice mailSignage Interior decor Vehicles Equipment StationeryUniforms Media-initiated coverage * Press conferences Sponsorship Special Events Trade Shows, exhibitions Instructional manuals Corporate design Marketing Communications Mix (2 of 2)

6 Sources of Communication From the organization itself –Employees –Marketing channels From outside the organization –Word of mouth –Blogs, social media –Ratings and reviews –Media

7 Hierarchy of Effects Unaware Awareness Knowledge Liking Preference Conviction Purchase Source: HBS

Mastercard Example: 8 In 1997: Ranked #3, behind American Express and Visa Every country running its own campaign “Needed a new enduring campaign to energize consumers and member banks” -Elisa Romm, VP of US advertising Source: Contemporary Advertising and Integrated Marketing Communications. McGraw-Hill 2011 and

9 McCann Erickson’s Research American Express: Personality: “Membership,” “The Business Life,” and “The Charge Card.” Descriptors: “Professional,” “Worldly,” and “Responsible.” Visa: Personality: “Everywhere,” “The High Life,” and “The Credit Card.” Descriptors: “Sociable,” “Stylish,” and “On-the-Go.” Mastercard: Personality: “Everyday,” “Ordinary Life,” and “Generic.” Descriptors: “Unassuming,” “Unpretentious,” and “Practical.” Source: Contemporary Advertising and Integrated Marketing Communications. McGraw-Hill 2011

10 Source: Contemporary Advertising and Integrated Marketing Communications. McGraw-Hill 2011 McCann Erikson’s Research

11 Source: Contemporary Advertising and Integrated Marketing Communications. McGraw-Hill 2011 McCann Erickson’s Research

The idea “Good Spenders” “The Best Way to Pay for Everything That Matters” “There are some things that money can’t buy. For everything else, there’s Mastercard.” 12 Source: Contemporary Advertising and Integrated Marketing Communications. McGraw-Hill 2011

13 Mastercard: Priceless Print Ads

14 Mastercard: Priceless Print Ads

15 Mastercard: Priceless iPhone App

16 Mastercard: Priceless Social Media

17 Mastercard: Priceless New York & London

Emotional appeals in advertising: More easily cut through the “clutter” Require less concentration More vivid and better remembered Lead to less counterarguments and less resistance Lead more immediately to action 18 Source: Tellis, Gerard. Effective Advertising, 2003.