1. Marketing Communications and Promotional Practice
The Communication Process

2. The AIDA Model Attention Interest Desire Action Get noticed.
What’s in it for me?
Problem solving?
Desire
‘Want’ factor
Brand
Action
How do I get it?

3. The DAGMAR Model (Defining Advertising Goals for Measured Advertising Results) also known as ‘Hierarchy of Effects’ model

4. The DRIP Model Differentiate Remind Inform Persuade
Be different from the competition
Remind
Who are we? What do we stand for?
Inform
What’s new? Features-Benefits
Persuade
Why is it right for you?

5. David Bernstein’s VIPS checklist
To be effective, an advertising message should be checked to see that it has the following qualities:
VISIBILITY
IDENTITY
PROMISE
SINGLEMINDEDNESS

6. The DMP Model (Decision Making Process)
1.Recognition of need
Remind or create perception of need?
2.Define parameters of need / solution
We’ve got just the solution
3.Search for information
Find out what we have to offer
4.Evaluation of alternatives
Aren’t we better than the competition?
5.Determining terms of purchase
We’re great value for money
6.Purchase
It’s so easy to buy
7.Post-purchase evaluation
You made the right decision!
8.Re-purchase?
You are our valued customer

7. The PLC Model (The Product Life Cycle)

8. The PLC Model Pre-Launch Introduction Growth Maturity
Teaser campaign
Introduction
Launch campaign
Growth
Maximise sales
Maturity
Tactical campaigns
Decline / Withdrawal
Why advertise?

9. Conclusion No-one knows why some ads work and others don’t
No-one can predict for sure which ads will work and which ones will not
Models should act a guide for structuring creativity – not a staightjacket

10. MarComs Mix There are 4 main elements. Advertising Sales promotion
Publicity/Public Relations
Personal Selling
The mix varies with product type….

11. Models of Consumer Buying Behaviour
Mass communication sources - television,
press/magazines, radio
Awareness
Mass communication sources - press/
magazines television, radio
Interest
Personal sources - relatives, friends,
colleagues , Web 2.0
Evaluation
These stages correspond to the previous slide:
The process can be terminated at any stage. A consumer loses interest. Marketing communications fail, etc.
Complexities arise when:
many brands may try to influence a consumer at the same time
An innovation is under a familiar brand (consumer might jump stages)
Mass communications important in early stages, personalized coms in later ones.
Personal sources - sales people – in store,
relatives & friends
Trial
Personal sources and mass media communication (for re-assurance).
Adoption

12. DAGMAR
Unawareness
Awareness
Comprehension
Conviction
Action

13. DRIP Differentiate Reinforce Inform Persuade
To make a product stand out from competing brands
Reinforce
To build on previous marketing communications
Inform
To make known and advise of availability and features
Persuade
Turn features into consumer benefits

14. Branding What is a brand?
A name, term, sign, symbol, or design or a combination of them intended to identify the product – goods / services of a seller/producer and to differentiate them from the offerings of competitors
More than a symbol etc it is SHORTHAND of values that consumer perceive a brand to have…
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15. Brand equity
This is the result of an INVESTMENT in effective Marketing Communications over a period of time
Successful brand investment will result in an irrational price price premium and brand LOYALTY = a willingness to continue to buy the brand..
High top of mind awareness – EVOKED SET..
More on Branding Week 2…

16. Source Credibility
How much does a Receiver of a Message believe the Sender?
Mass media advertising is one of the least credible promotional tools
Third party endorsement is one of the most credible promotional tools
Eg, magazine articles; opinions of friends, family, work colleagues
To some extent celebrity testimonials