Marketing Communication
Marketing Communication
Marketing Communication
-
- 1 / 91
-
Cartes-fiches
Theories of Learning
Behavioral learning theory
S-R paradigm
Classical conditioning
Operant conditioning (i.e., instrumental conditioning)
Cognitive learning theory
S-O-R paradigm
Operant Conditioning & Shaping Procedures
Terminal Goal: Repeat Purchase Behavior
Approximation Sequence: Induce product trial -> Induce purchase with little financial obligation -> Induce purchase with moderate obligation
Shaping Procedure: Free samples distributed; large discount coupon -> Discount coupon prompts purchase with little cost; coupon good for small discount on next purchae enclosed -> Small discount coupon prompts purchase with moderate cost -> Purchase occurs without coupon assistance
Reinforcement Applied: Product Performance; coupon -> Product performance, coupon -> Product Performance -> Product Performance
Cognitive Learning Theory
Goal -> Purposive Behavior -> Insight -> Goal Achievement
A Model of the Communication Process
see slide 60 in review
Message & Channel
Message
Message content (i.e., information / meaning conveyed)
Outcome of creative strategy task (see section 4 Communication Development)
Message appeal (i.e., overall communication approach, e.g., emotional)
Outcome of creative strategy task
Message structure (i.e., the way the message is communicated, e.g., verbal vs. visual)
Outcome of creative strategy task
Message appearance (i.e., how content is presented, e.g., design of a print ad)
Overall outcome of creative execution task
Channel
Personally delivered vs. non-personally derived
Marketing based vs. non-marketing based
Communication Channel Strategy
Push
Directed at distributors (e.g., via sales force, trade promotion incentives)
Low brand loyalty within category
Brand choice made on site (e.g., stores)
Impulse items
Pull
Directed at consumers (e.g., via TV advertising)
High brand loyalty within category
High involvement within category
Response Models: Explanations of Consumer Persuasion
Traditional response hierarchy models
AIDA model
Hierarchy of effects model
Innovation adoption model
Information processing model
Alternative response hierarchy classification
Standard learning hierarchy
Dissonance/attribution hierarchy
Low-Involvement hierarchy
Foote, Cone, & Belding (FCB) Grid
Cognitive response models
Dual-Mediation Hypotheses
Mere exposure
Elaboration likelihood model
Traditional Response Hierarchy Models
see slide 63 in review
How Can a Firm Test for Effects in Consumers’ Response Hierarchies?
see slide 64 in review
Alternative Response Hierarchy Classification (Ray 1973)
see slide 66 in review
The Foote, Cone & Belding (FCB) Grid (Vaughn 1980)
see slide 67 in review
Cognitive Response Model
see slide 68 in review
Dual-Mediation Hypothesis
see slide 69 in review
Elaboration Likelihood Model
see slide 71 in review
Defining IMC
IMC is a strategic business process used to plan, develop, execute and
evaluate coordinated, measurable, persuasive brand communication
programs with consumers, customers, prospects employees and other
relevant external and internal audiences.
The goal of IMC is to generate short-term financial returns and build long-term
brand value.
Growing Importance of IMC
Strategic integration of communications functions
Avoids duplication
Synergy among promotional tools
More efficient and effective marketing
Rapidly changing environment
Consumers
Technology
Media
Behind the Growing Importance of IMC
see slide 76 in review
The Role of IMC in Branding
IMC plays a major role in developing and sustaining brand identity and brand equity
Brand identity is a combination of
Name
Logo
Symbols
Design
Packaging
Performance
Image or associations
Customer touch points
The Promotional Mix
Advertising
Direct Marketing
Sales Promotion
Publicity & Public Relations
Personal Selling
Interactive Marketing & Social Media
Advetising
Paid non-personal communication about an organization, product,
service, activity, or idea by an identified sponsor.
No feedback from audience
Inflexible
Important for mass consumer markets
(e.g., packaged consumer goods)
Most cost effective to reach a large audience
Pull communication strategy
Valuable for establishing brand identity and brand equity
The most common forms of advertising
Consumers
National Advertising, Retail/Local Advertising/ Primary vs. Selective Demand Advertising
Organizatioins
Business-to-Business Advertising, Professional Advertising, Trade Advertising
Direct Marketing
see slide 82 in review
Sales Promotion
Marketing activities that provide extra value or incentives to
the sales force, distributors, or the ultimate consumer.
Generate immediate sales
Push communication strategy
Rising share of promotional budgets now go to sales promotion
Declining brand loyalty
Increased consumer sensitivity to “deals”
Larger and more powerful retailers are demanding
more trade promotion support
Sales Promotion
Consumer-oriented (for end-users)
Coupons
Samples
Contest/Sweepstake
Refunds/Rebates
Bonus Packs
Loyalty Programs
Events
Trade-oriented (for resellers)
Trade Allowances
POP Displays
Trainings Programs
Trade Shows
Coop Advertising
Publicity
see slide 86 in review
Advertising Versus Publicity
see slide 87 in review
Public Relations
The management function which evaluates public attitudes, identifies firms’
policies and procedures with a public interest, and executes programs of action to earn public understanding and acceptance.
An organizational function
Disseminates favorable news about the company
“Damage control” following unfavorable events
Internal customer and public advocate as an impulse for company policies and practices.
Personal Selling
Person-to-person communication in which a seller attempts to assist and/or persuade prospective buyers to purchase a company’s product and/or services.
Personal experience
Flexible
Immediate feedback
Relationship building
Interactive Marketing
Technology-based activities and programs designed to engage customers or
prospects and directly or indirectly raise awareness, improve image, or
elicit sales of products and services.
Multiple-way communication
Users participate in and modify the form and content of information
Happens in real time
Interactive media
Internet
CD-ROMs
Kiosks
Interactive television
Cell phones apps
The Traditional Advertising Paradigm
see slide 91 in review
The Social Media Marketing Paradigm
see slide 92 in review
Social Media Quality Content Criteria (Nike)
Relevant
Community is centered around consumer's passion for running
Interactive
Challenges, forums and Facebook feeds allow consumers to connect with each other
Authentic
Community is consistent with Nike's overall brand positioning
Personalized
Customized home page tracks a runner's individual progress and statistics
Integrated
Nike employees are active participants in the community through blogs and forums
Social Media FUnctionality
see slide 94 in review
IMC Audience Contact Tools
see slide 96 in review
IMC Brand Touch Points
Company Created
Unexpected
Customer initiated
Intrinisc
IMC Contact Points: Control vs. Impact
see sldie 98 in review
The Target Marketing Process
Identify markets with unfulfilled needs -> Determine market segmentation -> Select market to target -> Position through marketing strategies
Consumer Segment Characteristics
see slide 102 in review
Evaluation of Segmentation Criteria
see slide 103 in review
What Constitutes a Viable Target Segment
1) Is the segment identifiable and measurable
2) Is the segment accessible
3) Is the segment economically viable
4) Is the segment actionable
5) Is the segment defendable
Market Positioning
Fitting a product or service to one or more segments of a broad market
in such a way as to set it meaningfully apart from competition.
