1. Overview of Marketing Communications Process and Tools
TMT, MKT 337: Promotional Management

2. Lecture Objectives Introduce the module
Examine process of marketing communications
Consider role of marketing communications in strategic mix
Discuss range of tools available

3. Some Basic Definitions
Marketing: Management process which anticipates, identifies and satisfies customer requirements profitably or effectively >marketing mix
Marketing Communications: Use of communications towards consumers, customers and prospects with the explicit purpose of influencing these groups
Corporate Communications: The management of communications between an organisation and all its stakeholders/publics > sphere of PR

4. Marketing Communications: Key Dimensions
Management process via which an organisation engages with its various audiences
Audiences are encouraged to offer (desired) behavioural and attitudinal responses
Understanding of each audience is required to tailor the marketing communications in terms of message and tool
Increasingly an integrated approach is adopted

5. Role of Marketing Communications
DRIP FRAMEWORK
Differentiate
Reinforce/Remind
Inform
Persuade
Bowersox and Marsh 1989

6. Differentiation

7. Remind

8. Inform

9. Persuade

10. Marketing Communication and the process of Exchange
Combining 4Ps
More than 4Ps?
Process, Political Power and People
2 different use of marketing Communications:
Building Brand Values
Shape Behavior – Call to action

11. The marketing communications mix
The internet and digital technologies have enabled new interactive forms of communication, where the receiver has greater responsibility for their part in the communication process
A traditional model of the marketing communication mix

12. Figure 1.1 The tools and position of the marketing communications mix Fill 2009

13. Figure 1.2 Above-and below-the-line communications Fill 2009

14. New Tools, New Media Broadcast advertising (TV/radio)
Print advertising (newspaper/magazine)
Interactive/internet marketing
Website/on-line advertising
Outdoor/billboards
Mobile/Wap
Personal selling
Telemarketing
Packaging
Direct marketing
Publicity/PR
Point of purchase
Product placement
Sales promotion
Word of mouth
Events & sponsorship

15. Product Placement

16. Ambient Advertising

17. Selection Criteria Degree of control required over delivery
Financial resources available (cost)
Level of credibility
Ability to deliver message (communications)
Size and geographic dispersion of target audiences

18. Key Characteristics of Tools
ADVERTISING
Non-personal mass communication
High reach
Impact
High cost
Low credibility?
Difficult to measure

19. Key Characteristics of Tools
SALES PROMOTION
Used tactically in short term
Aim is often to increase sales
High control and measurement
Moderate cost
Can be used throughout distribution channel
Credibility may be questioned

20. Key Characteristics of Tools
PERSONAL SELLING
Interpersonal communications tool (two way)
Instantaneous feedback possible
Message can be tailored
High cost
More suitable where message is complex

21. Key Characteristics of Tools
DIRECT MARKETING
Any form of direct response communications
Targets individual customers (database)
Can deliver personalised message
Builds relationships
Facilitated by technological developments
Moderate absolute cost but cost per contact high

22. Key Characteristics of Tools
PUBLIC RELATIONS
Non-personal
Wide range of tools available
High credibility
Low cost

23. Figure 1.3 The relative effectiveness of the tools of the marketing communications mix Fill page 25

24. Table 1.4 The 4Cs Framework – a summary of the key characteristics of the tools of marketing communications Fill

25. Major communication tools
Use
Examples
Advertising
Efficiently gets message to large audience
Television and radio commercials and new paper ads; paid search engine links; product and company brochures; billboards; transit ads; ads delivered by cell phone and s
Sales promotion
Stimulate immediate purchase; reward repeat purchase
Samples, coupons, premiums, contests, games, incentives
Public relations
Build positive image, strengthen ties with stakeholders
Event sponsorship, news release, briefings, speeches and blogs, public appearance
Direct marketing
Reach target audience, encourage direct response
Mail, , telemarketing campaigns, printed and online catalog, direct response tv and radio
Personal selling
Reach customers one to one to make sales, strengthen relationships
Sales appointment, sales meetings and presentation, online sales chat help

26. Figure 2.1 A linear model of communication
Source: Based on Schramm (1955) and Shannon and Weaver (1962).

27. Features of The Communications Process
Sender: company, organisation, brand, CEO, Agency
Receiver: consumer, customer, public, government, intermediary, supplier
Encoding: Use of signals (words, symbols, pictures, music) to create a message that can be understood
Decoding: Understanding the message as it was intended
Noise: Cognitive barriers or physical distractions
Realms of understanding: Common ground between source and receiver

28. Influences on Marketing Communications Process
Increasing volume of messages/Message Clutter
Literate consumers
Increasing Competition
Decline in effectiveness of Advertisement
Level of product/brand involvement
Opinion leaders
Consumer to consumer communications (word of mouth)

29. Hierarchy of Effects
Models (often linear) which describe the step by step process we go through when exposed to marketing communications from initial unawareness to final action.
There are many theories put forward to explain how marketing communications affects consumer behaviour

30. Attention Interest Desire Action
AIDA
Attention Interest Desire Action