Marketing Communications

The Big Picture

Marketing

MarComm

Ad, PR, DM,…

ATL BTL
Brand

Consumers
Role of Marketing Communication

Position
Marketing Communication
“Reach out”
Brand
Preference Engage
Deliver Relationship
Persuade

Push Consumer Pull

Communication and Marketing
Brand Positioning Physical, Sensory, Emotional
Fulfill I
Marketing Needs n
End Benefit t
Need Stimulation e
Need Satisfaction r
Relevance, n
Satisfaction a
Brand Consumer l
Identification,
Desirability T
r
Self Expression
i
Brand Choice
g
g
External Trigger
Communication Wants e
r
Brand Promise
3600 Expected Self Image
Credibility Aspirations
 Main Goals of Marketing Communication

• Make aware Awareness

• Trigger recall (need/product/brand) Preference

Consideration
• Inform, educate or familiarize
Purchase
• Engage
Relationship
• Persuade
Loyalty
The MarComm Activities Spectrum

Word of Mouth
Bra

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nd
Pe

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Re
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bli
ing l la t

Pu
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Advertisin
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Consumer Merchandising
Website, Internet -Audience
Dir
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r ship Ma
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Ev
on Inter tin g
Sp ng
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Sales Promotio
ge

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ag
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The 3600 Reach Out Approach

 MarComm – ATL vis-à-vis BTL

Above The Line (ATL) Below The Line (BTL)

• The more visible media level, ‘one- • The less visible ground level, ‘one-to-
to-many’ comm activities one’ comm activities

• Mass media Advertising • Direct Marketing

(TV, Print, Radio, Outdoor, Digital/SEM,…) (Per. Selling, Tele calls, Mailers, Social Media,…)

• PR • (POS) Collaterals, Packaging,

Merchandising, Sales Promotion
• Events, Exhibitions, Sponsorship
• Referral, Internal Communication
• Website, SEO, Social Media,…
 MarComm Planning Framework

• Who are the audiences? Target Audience

• What is to be said to them? Message
• How it is to be said? Creative/Design
• When it is to be said? Timing
• Where it is to be said? Media
• Who is to say it? Source
 The MarComm Development Process
Marketing
Objective

role of
Communication
Marketing communication
Objective B
Strategy R
A
N Media/Channels
Communication
Strategy D
Segmentation Comm Activities

Target Group Core Audience Style/Design/Tone

Key Message Idea/Concept/

Positioning Proposition Campaign
Steps in MarComm Planning

• Identify the target audiences and their needs/expectations

• Decide the core brand message/proposition to communicate

• Plan the key communication activities, along with the media to reach the

TAs

• Create different message format/designs to be used

• Prioritize and allocate budgets/resources across activities/media

• Measure the results and effectiveness by activities/media

 Identifying Target Audiences
Community (Public)

Owners

Suppliers Partners

Brand

Employees Customers Primary

Secondary
Government Tertiary
 Identifying Consumer Audience

• Decision-maker, Buyer, Influencer, User

• Potential buyers, Current users, Lapsed users

• Own brand users, Competing brand users

• Individuals, Family, Specific Groups, General public

 Consumer Audience Characteristics

• Profile - Demographic, Psychographic, Usergraphic

• Lifestyle and consumption preferences

• Decision-making and buying process

• Product category motivators and price sensitivities

• Personality and brand attitudes and preferences

• Brand contact points and media habits

 Profiling Consumers
Psychographics
who they really are Psychological
Motivation Perception
Self-concept Beliefs
Attitudes Personality

Demographics
Consumer
Age Life- cycle Stage
who they are Occupation Lifestyle
Economic status

Physiological
Fa m
ily
Soc
iety
Cult
ural
Usergraphics
who they really are for us
Brand / Product
 Communication Format/Design

Seeks to address four main communication aspects:

• Message content (what should be said)

• Message structure (logical arrangement)

• Message format (symbolic arrangement)

• Message source (who is saying)

 Integrated Marketing
Communications (IMC)
 What is IMC?

• Using the same core brand message and imagery across

all/most ‘channels’ of communications

• Creates a unified and consistent brand experience for

audiences across media/channels

• Helps achieve the ‘multiplier effect’ of high ‘reach’ with

high ‘salience’ – more visibility + stronger recall
 The Rationale for IMC
Necessitated by following trends:

• Fragmentation in consumer tastes and preferences (more segmented markets)

• Shift from mass media advertising to multiple forms of marketing communications

• Growing popularity of more specialized and individualized media options

• Growing use of database-driven, more measurable direct marketing efforts

• More efficient marketing planning and implementation, leading to improved MROI

 Benefits of IMC

• Focus and consistency in messaging

• Surround sound impact (same/similar message thru multiple mediums)

• Enhanced brand visibility/awareness/recall

• Marketing cost efficiencies (better MROI)

 Imperatives of IMC
• Focus on the Brand - consistency in brand identity, core message, imagery,
experience

• Focus on Consumer Experience - what/how consumers feel about the

brand/product (meeting consumer expectations)

• Use of Multiple Communication Tools - 360 communication (ATL +

0

BTL) planning approach

• Integrated Performance Measurement - tracking results and consumer

feedbacks regularly through CRM and research/survey tools