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Designing the Communications Mix for Services

Slide 2004 by Christopher Lovelock and Jochen Wirtz

Services Marketing 5/E

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Setting Clear Objectives: Checklist for Marketing Communications Planning (5 Ws)

Who is our target audience? What do we need to communicate and achieve? How should we communicate this? Where should we communicate this? When do communications need to take place?

Slide 2004 by Christopher Lovelock and Jochen Wirtz

Services Marketing 5/E

5- 4

Marketing Communications Mix for Services


(Fig. 10.4)

Personal Communications
Selling

Advertising
Broadcast

Sales Promotion
Sampling

Publicity & Public Relations


Press releases/kits Press conferences Special events Sponsorship

Instructional Materials
Web sites

Corporate Design
Signage

Customer service

Print

Coupons Sign-up rebates Gifts

Manuals

Interior decor

Training

Internet

Brochures Videoaudiocassettes Software CD-ROM

Vehicles

Telemarketing Word-of-mouth Word of mouth (other customers)

Outdoor

Equipment

Direct mail

Prize promotions

Trade Shows, Exhibitions

Stationery

Media-initiated coverage

Voice mail

Uniforms

Key: * Denotes communications originating from outside the organization

Slide 2004 by Christopher Lovelock and Jochen Wirtz

Services Marketing 5/E

5- 7

Slide 2004 by Christopher Lovelock and Jochen Wirtz

Services Marketing 5/E

5- 8

What is Brand Equity and Why Does It Matter? (From Berry, Cultivating Brand Equity)
Definition: A set of assets and liabilities linked to a brands name and symbol that adds to (or subtracts from) the perceived value of the product Insights

Brand equity can be positive or negative Positive brand equity creates marketing advantage for
firm plus value for customer

Perceived value generates preference and loyalty Management of brand equity involves investment to
create and enhance assets, remove liabilities
Slide 2004 by Christopher Lovelock and Jochen Wirtz Services Marketing 5/E

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A Service Branding Model: How Communications + Experience Create Brand Equity

Marketer-controlled communications

Firms Presented Brand (Sales, Advertising, PR)


Uncontrolled brand communications

Awareness of Firms Brand

What Media, Intermediaries, Word-of-Mouth Say re: Firm

Firms Brand Equity

Customers Experience with Firm

Meaning Attached To Firms Brand


Source: Adapted from L. L. Berry ( Fig. 1)

Slide 2004 by Christopher Lovelock and Jochen Wirtz

Services Marketing 5/E

5 - 10