1. Marketing Communications and Promotional Practice
The Communication Process

2. Communication Process
Effective exchange of information where both sides agree on the meaning of the message.

3. 1-step Communication Model
Encode
Decode
Sender Message Receiver
NOISE
Feedback Loop

4. 2-step “Diffusion” Communication Model
Sender Opinion Leader Receiver Receiver Receiver

5. Promotional Tools The Customer Personal Selling Branding Advertising
Sales Promotion
Sponsorship
Public Relations
The
Customer
Packaging
Merchandising
Corporate Image
Direct Marketing
Internal Marketing
Exhibitions
Word of Mouth

6. Marketing Communications Tools and Methods
Advertising
Sales Promotion
Public Relations
Media - Channels
Messages
Segmentation – Targeting – Positioning
Sponsorship
Endorsement
Packaging
Product Positioning
Personal Selling
Branding

7. Integrated Marketing Communications
Marketing Communications plus Marketing Promotional Practice
Defined as – see handout
The Payoff = SYNERGY

8. Integrated Marketing Communications 5 Key Features
Start with the customers/consumers/prospects
Use of relevant contact or touch point
Speak with a single voice
Build relationships
Affect behaviour

9. Integrated Marketing Communications Key factors TODAY
Reduced use of Mass Media
Increase in highly targeted communication methods
Heightened demands on communications agencies
Increased efforts to measure returns on investment
Demands of global distributors Supply chain pressures

10. Terminology
Belief
A thought that a person holds to be true

11. Changing the way people think
To change beliefs entirely
To change relative importance of existing beliefs
To develop new beliefs

12. Terminology Cognition Affectivity Conation
What people think about a product
Affectivity
What people feel about a product
Conation
What people actually do

13. Terminology
Attitude
A person’s enduring favourable or unfavourable cognitive evaluation, emotional feelings, and actions tendencies toward some object or idea

14. Perception Perception
Can be defined as a process by which people select and interpret stimuli into a meaningful picture

15. Perception Expectation, needs, and motives of the individual important
Individuals see what they want to see
Perceptions based on past experience and pre- conditioning
Selective attention
Heightened awareness of ads for items individuals are considering

16. Perception Exposed to 1000 advertisements per day Need to ‘filter’
‘Attention’ caught by:
Intensity & Size
Position
Contrast
Novelty
Repetition
Movement

17. Information Processing
Perception
Personality
Internal
information
processing
Attitudes
Learning
Environmental
Influences

18. Advertising Models & The MarComs Mix

19. Objectives of this session
AIDA
DAGMAR or ‘Hierarchy of Effects’
DRIP
VIPS
DMP
PLC
Maslow
MECCA or Means-End Chain
MarComs Mix..

20. 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?

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

24. Ehrenburg Model (1997) Awareness Trial Reinforcement Nudging
Let the customer know you exist (Doesn’t have to be just advertising)
Trial
Curiosity (rather than ‘persuasion’) could lead to trial of product.
Reinforcement
Provide reassurance in brand. (Role suitable for advertising)
Nudging
Remind – reinforce - repeat purchase.

26. 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?

28. 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

30. The DMP Model (The Decision Making Process)

31. 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

33. The PLC Model (The Product Life Cycle)

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

38. The Maslow Model Maslow’s Hierarchy of Needs

40. MECCAS Means-End Conceptualisation of Components for Advertising Strategy or Means-End Chain Theory
Links product attributes to personally relevant values:
Products Attributes / Features
Consumer Benefits
Leverage Points
Memorable ‘hook’ which links benefits to consumer
Personal Values
What is relevant to this consumer
Executional Framework
Scenario used to convey message

42. Got Milk Means-End Chain
Features
Benefits
Values
Low fat
Healthy
Self-Respect
Wisdom
Calcium
Healthy bones
Comfortable life
Ingredients
Good taste
Pleasure
Happiness
Vitamins
Enhanced sexual ability
Excitement
Fun

43. 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

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

45. 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

46. DAGMAR
Unawareness
Awareness
Comprehension
Conviction
Action

47. 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

48. 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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49. 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…

50. Categories of Adopters
Early
adopters
Innovators
Early majority
Late majority
Laggards
Time to adopt

51. Buying Decision Making Process
Problem
recognition
Information
search
Alternative
evaluation
Purchase
decision
Post-purchase
evaluation

52. Types of Consumer Decision-making
Extended problem solving (EPS)
Person takes significant time to search for information and come to a solution
Marketing communications should provide lots of information

53. Types of Consumer Decision-making
Limited problem solving (LPS)
Person has some sort of experience with a type of product so that the external info. search is not as thorough as EPS
Marketing communications should provide information on modifications, new attributes to the product (differentiation)

54. Types of Consumer Decision-making
Routinised response behaviour (RRB)
Many product decisions require an internal search only
Marketing communications should focus on keeping the product within the evoked set or having it included in the set (through repetition of messages)

55. Question Name some products which you think people buy according to
EPS
LPS
RRB

56. Involvement Keys points Personal relevance Perceived risk
How concerned with a purchase is the consumer?
How might others perceive the purchase?
Perceived risk
Predisposition to act
How motivated is someone to buy?

57. Perceived Risk Performance risk Financial risk Physical risk
Social risk
Ego risk

58. 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

59. Organisational Buying Behaviour
New buy – modified rebuy – straight rebuy
Decision Making Unit – Users, Influencers, Deciders, Buyers, Gatekeepers
Influences on Buying Centre – Stakeholder, Organisational, Individual

60. Differences - Consumer vs. Organisation
Number of decision makers
Promotional mix
Message content
Lead time for decisions
Budget allocation
Evaluation and measurement
Sales volume per customer