Communications Strategy, Campaigns

and Media Planning

Dr Vignesh Yoganathan
Learning objectives
• Assess the difference in communications
characteristics between digital and traditional media
• Identify the main success factors in managing a
digital campaign
• Understand the importance of integrating online and
offline communications
• Relate promotion techniques to methods of
measuring site effectiveness.
• Distinguish between the different types of digital
media channels
• Evaluate the advantages and disadvantages of each
digital media channel for marketing communications
• Assess the suitability of different types of digital
media for different purposes.
Key campaign planning issues

• Goal setting and tracking – which specific goals should be set

for online campaigns and how do we measure success? What
response mechanisms will be most effective?
• Campaign insight – which data about customer and competitor
behaviour is available to inform our decision?
• Segmentation and targeting – how can we target and reach our
different audiences?
• Offer and message development – How do we specify our offer
and key messages?
• Budgeting and selecting the digital media mix – How should we
set the budget and invest in different forms of digital media?
• Integration into overall media schedule or plan – how should
we plan the media schedule which incorporates different waves
of online and offline communications?
 The differences between one-to-many and one-to-one communication
Figure 8.3
using the Internet [organisation (O) communicating a message (M) to
customers (C)]
Figure 8.4 The communications model of Schramm (1955) applied to the Internet
Figure 11.7 A summary of potential touchpoints in the shopper’s multichannel journey
Source: Fulgoni (2014)
 06 February
10
2019
Table 8.2 Comparison of the properties of different media
Source: Branthwaite et al. (2000)
Figure 8.6 Summary of the different characteristics of media
Source: Millward Brown Qualitative
Figure 8.10 Range of response mechanisms from online media
 Relative effectiveness of different forms of marketing communications
Table 8.5
for a B2C company
Figure 8.23 Integration of different communications tools through time
Integrated marketing communications
• Coherence
• Consistency
• Continuity
• Complementary.
Integrated marketing communications
(Continued)
• Based on clearly identified marketing
communications objectives
• Full range of target audiences
• Management of all forms of contact
• Range of promotional tools
• Range of media
• Selection of most effective tools and media.
Online PR
• What it?
– ‘The management of reputation – the planned
and sustained effort to establish and maintain
goodwill and mutual understanding between an
organisation and its publics.’
The UK Institute of PR (IPR)
– ‘The managed process of communication
between one group and another … (it) is the
method of defining messages and
communicating them to target audiences in
order to influence a desired response.’
Public Relationships Consultants Association
(PRCA)
The key areas of online PR

E-PR activities E-PR activities

o Inbound link-building g o Surveys and polls
o Content creation in gh o Audience research:

2. & D
t
c u

En ia
o Blogs tt ra thro o Social media inc

ga log
o Feeds (RSS) A ch user-generated content
1. itors ar

ge ue
o Press releases o Own blog

m
s se
vi

en
o Influencing media o Influencing media owners

t
owners
Online
E-PR activities PR
E-PR activities
o Propagating o Brand protection
‘big idea’ e
3 . a m u zz

s iv o Monitoring
Bu pa
C B

o Web editorial
fen is and response:
ild ign

e s
contacts D C ri
in

o Social media
g

o Viral agents .
4 / o Influencing media
o Seeding viral owners
o Press releases
o Influencing media
owners
Figure 9.9 AdWords campaign structures (a) Clothing retailer; (b) Restaurant chain
Figure 9.17 Combination of touchpoints giving rise to sales
Source: ecircle (2011)