Communication & Organisation Lecture 6 Communication Strategies

UK media spectrum Elements of the communication process The impact of external factors on advertising Promotions mix Styles of advertising Promotional objectives Branded Blue dreams – Seminar / discussion.

UK Media Spectrum 15 terrestrial commercial TV stations (many new satellite and cable stations) 1,600 or more local weekly newspapers 2,490 or more consumer magazines 130 or more commercial radio stations 1,200 or more cinema screens 130,000 or more poster panels

Posters TV Stations Radio Stations Newspapers Cinema Magazines Advertising Media

Media Message Sender Encoding ResponseFeedback Noise Decoding Receiver Elements in the Communication Process

The Impact of External Factors Information overload the average consumer will see over 3000 commercial messages per day The discerning consumer ‘Consumers have changed from being differential and generalised to personal and selective’ (Lannon, 1994) Changes in family composition No longer 2.4 children and 2 adults The ageing population (Grey pound/ Third ager) The green imperative (The WTO and Eco Warrior) The growth of global marketing (Globalisation) Speed of information access

Promotions Mix Personal selling e.g Financial services Telemarketing e.g Charities Public relations e.g. Ford (Bridgestone/Firestone) Posters and ‘Adshell’ e.g Southampton Institute Direct mail e.g. Credit Cards / RAC Trade fairs and exhibitions e.g Motor Show Commercial television e.g. Central Newspapers and magazines e.g. Loaded

PR Direct Marketing Sales Promotion Advertising The Promotional Mix

Radio e.g Virgin Cinema e.g UCI Point of sale displays e.g Mobile phones Packaging e.g CDs / food Internet – part of mix or paradigm shift? Coupons e.g to encourage trail e.g Nescafe Loyalty schemes e.g Boots / Tesco

Styles of Advertising Product as a hero - Pears soap ‘ attracts water and softens skin’ Product demonstration - Head and Shoulders ‘eliminates dandruff’ Slice of life - Oxo family Testimonial - Oil of Ulay (Olay) Spokesperson presenter - ‘man in the white coat’ e.g soap powders

Endorsements e.g Tim Henman and Kelloggs Sustain Opportunistic advertising - Tango ‘Vote orange’ during the general election People like me - ‘vox pops’/real people e.g. AA ‘my Dad says..’ Mini-drama e.g Gold Blend Continuing character e.g Renault Clio / Frosties Brand Heritage and History - Thornton Chocolates: ‘Chocolate heaven since 1911’

Promotional objectives To support sales increases To encourage trial To create awareness To inform about a feature or benefit To remind To reassure To create an image To modify attitudes

Creating a distinctive brand Creates a product with unique, physical, functional, and psychological values Must have a competitive advantage to be successful Brand is more than name. Creation of a distinctive brand identity Distinctive visual identity

Brand X Cash & Time Competitive Advantage Visual identity Values

Branded – Blue Dreams Why is the Levi brand so ‘distinctive’? Which elements of the promotional mix are employed by the advertising agency? Which styles of advertising are used? Why is Levi such a successful brand?

Communication & Organisation Lecture 6 16 What About other PUBLICS? Shareholders Local /national Government Local Community Employees Competitors Agents/Distributors Current Users

Communication & Organisation Lecture 6 17 What About other PUBLICS? Shareholders: Reports/Accounts/ Advertising Local /national Government: Lobbying Local Community: Sponsorship/Good works Employees: Newsletters/ Events/Good news Competitors: Good news/Exhibitions Agents/Distributors: Newsletters/Joint functions Current Users: Re-Assuring Ads/ News letters/ User groups

Communication & Organisation Lecture 6 18 Questions ?

Communication & Organisation Lecture 6 19 Group Exercise Take the case of an International Tobacco manufacturer What are the Publics that it would wish to communicate with? What strategic issues do you think it is likely to address to each group? What communication methods would it adopt in doing so?