Marketing For MOST: Module 09 - Marketing Communication Strategies

Marketing for MOST
Module 09 Marketing Communication Strategies
Ritsumeikan Asia Pacific University : Takamoto, Akihiro

October, 2003
Marketing for MOST: 9 Marketing Communication Strategies
Module 09: Communication Strategies

1.
The fourth P
2.
Communication Process
3.
9.
Deciding on the
Communication Mix
Designing and Managing

Integrated Marketing
Communications
10.
Advertising
4.
Identifying the Target

Audience
11.
Sales Promotion
12.
Public Relations and Publicity
5.
Determining the
Communication Objectives
13.
Personal Selling
6.
Designing the Message
14.
Direct Marketing
7.
Selecting the
Communication Channels
15.
Integrated Marketing
Communications
8.
Establishing the Total

Communication Budget
16.
Keynesian Beauty
Contest
17.
Discussion
1. The 4th P : Promotion

The 4th P = Marketing Communication
Communication is Who says What to Whom
through Which Channel with What Effect.
2. Communication Process
2. Communication Process
3. Designing & Managing Integrated

Marketing Communication
Preparatory Stage
1. Review the Marketing Objectives
2. Review the Marketing Mix
3. Review the Marketing Communications
environment

Design Stage
1. Identify the Target Audience
2. Determine the Communications Objectives
3. Design the Message
4. Select the Communications Channels
5. Establish the Total Communications budget
6. Decide on the communication Mix

Implementation stage
1. Measure the communications results
2. Manage and Coordinate the Integrated marketing
Communications process
4. Identifying the Target Audience

Who is your target audience?
There is More to seeing that meets the eyeball!
Ref: Betty Edwards, Drawing on the Artist Within
5. Determining the Communication

Objectives
A I D M A model
Attention >> Interest >> Desire >> Memory >> Action
6. Designing the Message

What to say (Message Content)
Appeal theme, idea, or unique selling proposition
Three types of appeals: rational, emotional, and moral
How to say it logically (message structure)
How to say it symbolically (message format)
Carefully choose words, sound, color
Who should say it (message source)

Credibility and trustworthiness
7. Selecting the Communications

Channel
Personal Communication Channels
(advocates, experts, social channels0
The power of word of mouth
Non-personal Communication Channels
Media (print, broadcast, electronic, display)
Atmosphere
events
8. Establishing the Total

Communication Budget
Percentage of Sales method
Competitive Parity method
Objective and Task method
9. Deciding on the Communications

Mix
Advertising
Direct
Marketing
Personal selling
Sales
Promotion
Public relations & Publicity
9. Deciding on the Communications Mix

Relative effectiveness of Communication Tools
Personal
Selling
Sales Promotion
Relative
Effectiveness
Direct M
arketing
Public R
elations
Advertising
Low
Simple
Large
Unit Price
Unit Price
Unit Price
High
Complicated
Small

Personal
Selling
Sales Promotion
Relative
Effectiveness
Direct M
arketing
Public R
elations
Advertising
Unaware
Action

Communication Mix and Communication Objectives
Consumers are seeking information
Increase
awareness
Tactic adv.
Yellow Book
Personal
Selling
Trade Adv.
Sales Promotion
Strategic Image Adv.
Adv.info
Consumers areCorporate
NOT seeking
PR
Action
PUSH OR PULL
Do you like to PUSH
Or to be PULLED

PUSH Strategy
Producer
Wholesaler
Retailer
Consumer
PULL Strategy
Producer
Wholesaler
Retailer
Consumer
Flow of communication
Flow of product
Flow of order
10. Advertising
Public Presentation
Pervasiveness
Amplified Expressiveness
Impersonality
Advertorial = Advertsing + Editorial
Infomercial = Information + Commercial
10. Advertising Continued

Advertising is any paid form of non-personal
presentation and promotion of ideas, goods,
or services by an identified sponsor.
Mission
Measurement
Media
Advertising
Money
Message
To Inform
MISSION
(Advertising Objective)
To Persuade
To Remind
What is your Target?

DAGMAR not DAGGER!
Defining Advertising Goals for

MEASURED ADVERTISING RESULTS!
(Russel H Colley)
DAGMAR
1. Advertising Goals are virtually always

communication goals
2. Goals should be written down
3. Advertising should be measure in terms of
effects not exposure
4. Advertising operated through a hierarchy of
communication effects
DAGMAR
5. Creative planning considerations should

come before media decisions in the
advertising planning process
6. Benchmark measurements should be
developed before the campaign is
implemented.
7. Specific criteria must be developed.
The Colley DAGMAR Hierarchy of Communication effects:
Marketing Forces (Moving people toward buying action)
Unawareness
Awareness
Comprehension
Conviction
Action
Countervailing Forces

Advertising Task Checklist
This checklist is a thought starter in developing
specific advertising objectives. It can be applied to
a single ad, a years campaign for each product,
or it can aid in developing a companys entire
advertising philosophy among all those who create
and approve advertising.
Russel H Colley
Advertising task checklist

1. To what extent does the advertising aim at closing an immediate
sale?
2. Does the advertising aim at near-term sales by moving the
prospect, step by step, closer to a sale ( so that when confronted
with a buying situation the customer will ask for, reach for, or accept
the advertised brand?)
3. Does the advertising aim at building a long range consumer
franchise?
4. Specifically, how can advertising contribute towards increased
sales?
5. Does the advertising aim at some specific step which leads to a
sale?
Advertising task checklist - continued.

6. How important are supplementary benefits of end use
advertising?
7. Is it a task of advertising to impart information needed to
consummate sales an build customer satisfaction?
8. To what extent does the advertising aim at building
confidence and good will for the corporation?
9. Specifically, what kind of images does the company wish to
build?

Advertising = Creative + Media
Creative = Copy + Visual + Sound
IDEA
IMPULSION
INFORMATION
CREATIVE
IMPACT
INTEREST

Message execution styles
Slice of Life
Lifestyle
Fantasy
Mood or Image
Musical
Personality symbol
Technical expertise
Scientific Evidence
Testimonial Evidence
(by Philip Kotler)
Twelve kinds of advertising executions

By William M Weilbacher
1.
Factual: straightforward Statement
2.
Factual: Provocative or intriguing statement
3.
Product comparison
4.
Demonstration
5.
Still Life
6.
Metaphor: imputed qualities
7.
Dramatization
8.
Spokesperson
9.
Testimonial
10. Borrowed Interest

11. Humor
12. Hyperbole
11. Sales Promotion

A diverse collection of incentive tools,
mostly short-term, designed to
stimulate quicker and or greater
purchase of particular
products/services by consumers or the
trade.
(Blattberg and Neslin)
11. Sales Promotion
Consumer Promotion
Samples, Coupons, Rebates
Price Packs, Premiums
Novelties, Specialty advertising items
Contests, Sweepstakes, Games
Trading stamps,
Product warranties
Tie- in promotions, cross promotions
POP (Point of Purchase Displays)
Trade Shows.
11. Sales Promotion

Trade Promotion
Price-off
Allowance
Free goods, deals
Trade shows
11. Sales Promotion

Sales Force Promotion
Sales contests
Sales meetings
Sales incentives (bonuses)
12. Public relations and Publicity

Press Relations
Corporate Communications
Events and Exhibitions
Paid and unpaid publicity
(advertorial, infomercial etc)
13. Personal Selling

If you make a guy feel important, hell take
his wallet out and say, Here, take what you
want.
(TWA Magazine)
14. Direct Marketing

Direct Marketing is an interactive
marketing system that uses one or more
advertising media to effect a measurable
response and / or transaction at any
location.
14. Direct Marketing Continued

One Step type and Two Step Type
message
1st
Direct
Response
Advertising
response
message
Direct mail
Tele marketing
message
Objective: Lead Generation

i.e. Get responses
2nd
Prospective
Customers
15. IMC (Integrated Marketing

Communication)
Maximize communications impact through
consistent, seamless, and optimum
integration of marketing communication mix.
DM
Customer
PS
ADV
PR
SP
15. IMC Continued

Mass Marketing
One to One Marketing
Customer Getting
Customer Keeping
Transation
Relationship
Promotion
Customer service
Market share
Customer share
To Automate
To informate
Management
Empowerment
Cure
Care
Monologue
Dialogue
15. IMC Continued

Relationship Marketing
Buyer
Seller
Sales Department
Seller
Seller
Buyer
Buyer
15. IMC Continued
(Theodore Levitt,
Marketing Imagination)
16. Keynesian Beauty Contest
The reason it is called a beauty contest game is

because of the strong resemblance it bears to the
newspaper beauty contests discussed by John Maynard
Keynes (a famous English Economist) some 60 years
ago - a collection of womens faces would be printed in
the newspaper, and the object of the game was to pick
the ones that would be rated prettiest. So one should
not vote for the faces he or she truly thought were
prettiest, or even the ones he or she thought most
people would think were prettiest, but the ones that one
thought most people would think that most most people
would think were the prettiest, or even at higher orders.
Practice
Choose a number of print ads or TV
commercials and settle on the best three
advertisements doing the Keynesian Beauty
Content in your class.
How do you interpret the outcome?
17. Discussion
A) Read the students comments in the file
COMMENTS.PDF. How do you respond to
them?
B) What are your own comments on the
contents of this module?

Marketing For MOST: Module 09 - Marketing Communication Strategies

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Marketing for MOST

Module 09 Marketing Communication Strategies

Ritsumeikan Asia Pacific University : Takamoto, Akihiro

Marketing for MOST: 9 Marketing Communication Strategies

Module 09: Communication Strategies

Designing and Managing

Identifying the Target

Public Relations and Publicity

Designing the Message

Establishing the Total

Marketing for MOST: 9 Marketing Communication Strategies

1. The 4th P : Promotion

Marketing for MOST: 9 Marketing Communication Strategies

Marketing for MOST: 9 Marketing Communication Strategies

Marketing for MOST: 9 Marketing Communication Strategies

3. Designing & Managing Integrated

Marketing for MOST: 9 Marketing Communication Strategies

3. Designing & Managing Integrated

Marketing for MOST: 9 Marketing Communication Strategies

3. Designing & Managing Integrated

Marketing for MOST: 9 Marketing Communication Strategies

4. Identifying the Target Audience

Marketing for MOST: 9 Marketing Communication Strategies

4. Identifying the Target Audience

Ref: Betty Edwards, Drawing on the Artist Within

Marketing for MOST: 9 Marketing Communication Strategies

4. Identifying the Target Audience

Ref: Betty Edwards, Drawing on the Artist Within

Marketing for MOST: 9 Marketing Communication Strategies

4. Identifying the Target Audience

Ref: Betty Edwards, Drawing on the Artist Within

Marketing for MOST: 9 Marketing Communication Strategies

5. Determining the Communication

Marketing for MOST: 9 Marketing Communication Strategies

6. Designing the Message

Who should say it (message source)

Marketing for MOST: 9 Marketing Communication Strategies

7. Selecting the Communications

Marketing for MOST: 9 Marketing Communication Strategies

8. Establishing the Total

Marketing for MOST: 9 Marketing Communication Strategies

9. Deciding on the Communications

Public relations & Publicity

Marketing for MOST: 9 Marketing Communication Strategies

9. Deciding on the Communications Mix

Marketing for MOST: 9 Marketing Communication Strategies

9. Deciding on the Communications Mix

Marketing for MOST: 9 Marketing Communication Strategies

9. Deciding on the Communications Mix

Marketing for MOST: 9 Marketing Communication Strategies

9. Deciding on the Communications Mix

Marketing for MOST: 9 Marketing Communication Strategies

9. Deciding on the Communications Mix

Marketing for MOST: 9 Marketing Communication Strategies

Marketing for MOST: 9 Marketing Communication Strategies

10. Advertising Continued

Marketing for MOST: 9 Marketing Communication Strategies

10. Advertising Continued

Marketing for MOST: 9 Marketing Communication Strategies

10. Advertising Continued

What is your Target?

Marketing for MOST: 9 Marketing Communication Strategies