1. Comprehensive Revision MARKETING COMMUNICATIONS

2. “I’d rather solve one problem using one thousand methods than try to solve one thousand problems using one method…” - Rene Descartes

3. IMC - Definitions  The concept under which a company carefully integrates and co-ordinates its many communications channels to deliver a clear, consistent and compelling message about the organisation and its products Kotler

4. Value Creation and Delivery Sequence Kotler, 2006 Choose the value Provide the value Communicate the value

5. Products Company Services Prices Advertising Sales promotions Events and experiences Public relations Direct marketing Personal selling Distribution channels Target customers Source: Kotler, 2006, Marketing Management

6. Marketing Mix Decisions

7. Roles of marketing communications  Differentiate  Remind and reassure  Inform  Persuade DRIP (Chris Fill)

8. Levels of Integration 1 Vertical Integration  link Business (Corporate), Marketing and Communications Objectives 2 Horizontal Integration  link Marketing and Finance, HRM etc. 3 Marketing Integration  link all marketing mix elements 4 Communications Integration  link all promotional mix elements 5 Creative Integration  unify creative themes across all communications P R Smith (Strategic Marketing Communications)

9. A simple communication model

10. Buyer Behaviour Key first step in developing a marketing strategy is understanding the target market and their buying behaviour  Who is the buyer?  Why do they buy?  How, when and where do they buy?

11. Advertising and promoting to individuals in role:  To initiators – to make them aware of the category need and propose our brand as a possible purchase candidate  To influencers – to communicate the reasons they should communicate our brand  To deciders – to persuade them to select our brand  To purchasers – to “lock in” the selection of our brand  To users – to ensure that they actually use and, perhaps more rapidly use our brand

12. High and Low involvement Decision Process High involvement decision Spend lots of effort on expensive, personal or emotion-laden products e.g. cars Low involvement decision Acquiring products purchased regularly e.g. milk Low High

13. Hierarchy of Effects models ModelCognitiveAffectiveConative AIDAAttentionInterest, desireAction AIDCAAttentionInterest, desire, conviction Action ACCA (or DAGMAR) Awareness, comprehension ConvictionAction Lavidge and Steiner Awareness, knowledge Liking, preference, conviction Purchase AIETAAwarenessInterest, evaluationTrial, adoption

14. Budgets  Affordability  Percentage of sales  Competitive parity  Objective and task

15. Target Markets  Which segments?  Influencers?  Decision Makers?  Internal audiences?  Distribution chain audience?

16. Push v Pull strategy  Pulling the product through the distribution chain by creating demand amongst customers e.g. via heavy advertising  Pushing the product through the distribution chain e.g. via dealer incentives  Combination of push and pull

17. Product categories and marketing communication mix

18. Product Life Cycle stage  Introduction  Heavy promotion to create awareness  Growth  Increasing competition  Create differentiation  Maturity  Maintain differentiation  Nurture segments e.g. heavy users  Decline  Rejuvenate or re-position

19. What is Positioning? The act of designing the company’s image and value offer so that the target customers understand and appreciate what the company stands for in relation to its competitors. P Kotler

20. The Key Output of Positioning: Positioning Statement “For _______________, the _________________ offers [Highest Ranked Segment [Product Family Name] _________________________________________ because [Highest Weighted Benefit] ________________________________________________. ” [Competitive advantage company possesses]

21. Positioning Statement Examples EXAMPLE : AVIS “For business people who rent cars, Avis is the company who will provide the best service because the employees own the company.” EXAMPLE : HOME DEPOT “For do-it-yourselfers, Home Depot offers the best prices because we are the largest building supply company.” EXAMPLE : BODY SHOP “For people seeking wellness, the Body Shop offers the most natural bath and cosmetic products because we are the most environmentally friendly cosmetics company.” EXAMPLE : SOUTHWEST AIRLINES “For short-route travelers, Southwest Airlines offers the best prices with reasonable and dependable service because we don’t charge customers for amenities.”

22. Is an informational message that is designed to touch the mind and create a response based on logic. The assumption is that the target audience wants information and will make a rational product decision The approach emphasizes tangible product features A hard sell Uses emotional appeals or images to create a response based on attitudes, moods dreams and feelings. The assumption is that the target audience has little interest in undertaking an information search and will respond more favorably to a message that touches their emotions A soft sell

23. A factual or informational message conveys information without any gimmicks, emotions, or special effects Straightforward Focuses on how to use the product or what it can do for you Demonstration Contrasts two or more products and finds that the advertisers brand is superior Comparison An elaborate version of problem solution staged in the form of drama Slice of life Use of celebrities or characters Endorsers Mystery ads that don’t identify the product or don’t deliver enough information to make sense Teasers

24. John R. Rossiter, Larry Percy, Advertising Communications & Promotion Management, 1998, McGraw Hill Category need Benefits Brand User What is it? What does it offer? Who is it for? Brand attitude Brand awareness

25. Conveyo r Attribute prompt Product representation

26. Thank you for your attention and good luck in the exam!