Managing Marketing

Communications

MaxMikael Wilde Björling

School of Business and Economics
Linnaeus University
Sweden
Maxmikael.bjorling@lnu.se
Todays topics

• Strategies, Objectives and Positioning

• Integration and Planning

• Shaping relationships.
Figure 5.3 The marketing communications planning framework
Figure 4.1 Strategic relationships
Avallen
Table 4.2 Marketing communications strategy options
Figure 4.2 Primary communication flow in a pull-positioning strategy
Figure 4.3 Primary communication flow in a push-positioning strategy
Figure 4.5 Marketing communication – strategic eclipse
Figure 4.4 Primary communication flow in a profile-positioning strategy
Table 4.1 Bases for segmenting markets
Which is the Target Group?
Which is the Target Group?
Figure 4.6 Three streams of objectives
Table 4.3 Hierarchy of communications (after Colley)
Source: Based on Colley (1961)
 Responses
Models
Stages AIDA Hierarchy of Innovation Information
model effects model adoption Processing

Attention Awareness Awareness Presentation

Cognitive Attention
Know
Knowledge Interest Comprehension

Interest Liking Yielding

Affective Preference
Feel
Desire Conviction Evaluation Retention

Trial
Behavioral
Do
(Conative) Action Purchase Adoption Behavior
SMART objectives
• Specific
• Measurable
• Achievable
• Realistic
• Targeted and timed
Table 4.4 Common positioning strategies
Positioning in The Calvados Industry

Eco-friendly Superior Product Tradition

New sensations World renowned
Product development Apple juice
Figure 5.1 Elements to be integrated
Table 5.1 Drivers for IMC
Table 5.2 Advantages and disadvantages of IMC
Figure 5.2 An incremental approach to the establishment of IMC
Figure 5.3 The marketing communications planning framework
Table 5.3 The main elements of the context analysis
Table 5.4 Linkages within the MCPF
Figure 8.1 A continuum of value-oriented exchanges
Source: Adapted from Day (2000)
Table 8.1 Characteristics of market and collaborative exchanges
 The KMV model of
Figure 8.2
commitment and trust
Source: Morgan and Hunt (1994). Used with kind permission of the American
Marketing Association
Table 8.3 Types of loyalty
Figure 8.5 The customer relationship cycle
Table 8.4 Customer acquisition events
Table 8.5 The roles of internal marketing communications
Questions ?