Marketing communication

and other Ps

Week 6 Lecture
Learning Outcomes:
Marketing communication
 Understand the role of promotion in the marketing
mix
 Identify the elements of the AIDA model
 Analyse the functions of the promotional mix
 Develop promotional plan
Integrated Marketing
Communication
 Integrated Marketing Communication (IMC)
 “…the strategic, coordinated use of promotional
elements to ensure maximum persuasive impact on the
firm’s current and potential customers.”
 The concept under which a company carefully
integrates and coordinates its many communications
channels to deliver a clear, consistent, and
compelling message about the organization and its
products.

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Why we need what called “INTERGRATED”
marketing communications but not marketing
communications only?
Promotion Strategy

• A plan for the optimal use of the elements

of promotion

• Ultimate aim is to gain competitive

advantage!
Competitive Advantage

• The main function of a marketer’s High product quality

promotional strategy is to convince
the target market that the goods
Rapid delivery
and services offered provide a
competitive advantage.
Low prices
• A competitive advantage is the set
of unique features of a company Excellent service
and its products that are perceived
as superior over the competition.
Unique features
Marketing strategy
and promotion plan
Overall Marketing Promotional Mix
Objectives • Advertising
• Public Relations
Marketing Mix • Sales Promotion
• Product • Personal Selling
• Place • …..
• Promotion
• Price

Target Market and

Positioning Promotion Plan
Role of Marketing communication
 To inform about a new product

 To correct misconception about a product

 To increase frequency of use

 To remind

 To present special offers

 To educate consumers in how to use a product

 To build an image of the product/company

 To build up consumer loyalty

Goals and Tasks of Promotion

Informing Reminding

Target
Audience
WHICH TO USE?
WHEN?
Persuadi
ng
 Goals and Tasks of Promotion

Informing Reminding
PLC Stages:
Introduction / PLC Stages:
Early Growth Target Maturity
Audience
PLC Stages:
Growth /
Maturity Persuading
https://www.youtube.com/watch?
v=FYQHDadIDxk&t=3s
https://www.youtube.com/watch?v=9JX-_ypMqh0
https://www.youtube.com/watch?v=viT0UChQ42o
Factors Affecting Promotional Mix
 The AIDA Concept

Action

Desire Conative (doing)

Interest Affective (feeling)

Attention Cognitive (thinking)

 The AIDA Concept

Model that outlines the process for achieving

Attention promotional goals in terms of stages of consumer
Interest
Desire involvement with the message.
Action
 Push and Pull
StrategiesPUSH STRATEGY
Manufacturer Wholesaler Retailer Consumer
promotes to promotes to promotes to buys
wholesaler retailer consumer from
retailer

Orders to manufacturer

PULL STRATEGY
Consumer Retailer Wholesaler
Manufacturer
demands demands demands
promotes to
product product product from
consumer
from retailer from wholesaler manufacturer

Orders to manufacturer
 Stages in the Product Life
Cycle
Sales (£)

Maturity
Introduction Growth Decline

Time AD/PR
Heavy use of
Light Advertising, Ads decrease; decrease;
Advertising; limited
Advertising; PR, brand sales promotion;
PR for sales
pre- loyalty; personal selling;
awareness; promotion;
introduction personal reminder &
sales personal
publicity selling for persuasive
promotion selling for
for trial distribution distribution
Marketing Communications Mix

 Advertising  Online and social

 Sales promotion media marketing
 Events and  Mobi marketing
experiences  Direct and data based
 Public relations and marketing
publicity  Personal selling

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IMC–Audience Contact Points
Print Media
Broadcast Media Public Relations/ Internet/
(Newspapers
(TV/Radio) Publicity Social Media
Magazines)

Out-of-home Direct
Media Marketing
Target
Personal
Audience
Sales Promotion
Selling

Point-of- Product
Word-of- Events and
Purchase Placements (TV
Mouth (Buzz) sponsorships
(Displays/ and Movies)
Packaging) 24
Touch-point Consistency

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5 Digital Marketing Trends

1. SMO (Social Media Optimisation)

2. Video Marketing
3.Gamification
4.Privacy Compliance
5.Google Analytics v5

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Advertising – Choice of media

Campaign
Geographic
location objectives
Budget

Media
selection

Target
audience Competitive
environment

Timing
Stages in Developing the Campaign

Media selection/planning

Advertising development and testing

Implementation and scheduling

Evaluation
Sales Promotions

 Short-term activities designed to generate temporary increase in sales

 Ratchet effect – Combination of sales promotion and advertising campaign

 A variety of sales promotions available

 Money based
 Product based
 Merchandise based
Public Relations

 Safeguard and promote the image of the organisation

 Use the media to respond to criticism

 Communicate/build relationships with communities

 Create and maintain investor confidence – build relationships with the financial
community
Personal Selling

 Use of a dedicated sales force

 Can be expensive – usually for high order value or high tech products

 Salespeople there to help the buying process

 Many retailers spending time on sales training to increase sales

Word-of-Mouth Marketing

 Person-to-person
 Chat rooms
 Blogs

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Social Media

 Online technologies and practices that people use to share content, opinions, insights,
experiences, perspectives and media themselves.
 Created, initiated, circulated and used by consumers intent on educating one another about
products, brands, services, people and issues

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Social media
Major Types of Social Media

The total number of social media users is about 4.74 billion worldwide.
The top list also includes:
•Youtube
•WhatsApp
•Instagram
•WeChat
•TikTok

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The Biggest Social Media Trends
Of 2023
 1. Influencer Marketing Will Grow
With
 2.
Employee Advocacy Will Take
Priority In Brand Building
 3. AI Will Help Power Social Media
M arketing
 4. More Brands Will Turn To
TikTok
 5. Company Leaders Will Openly
Communicate When Things Go
Wrong
 6. More Focused Communities
Will Form
 7. Marketing Will Move To Niche
Platforms (e.g. Substack, Patreon )
 8. Brands Will Experiment
Virtual Influencers
 9. Owned Social Media Will Be A
Primary Focus
 10. Brand Communities Will
Supplement Social Media Efforts
 11. Long-Term Creator-Affiliate
Partnerships Will Grow
 12. User-Generated Content (UGC)
Will Become More Important
 13. ChatGPT Will Help Produce
Content
 14. Creators And Influencers Will
Gain Autonomy
The new IKEA Catalogue

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40
Vietnam Cosmetic market and consumer behavior

 The beauty and cosmetics retail market in Vietnam has been estimated to be worth

US$1.7 billion annually, a figure that will likely reach US$2.35 billion by 2018

 44% of Vietnamese women usually wearing makeup

 Price, brand and traceability/ origin are the most important factors for purchase

decision

 Communication: friend: 60%, own experience: 38%

Genius L'Oréal

MAKEUP GENIUS: 7 million people download and use this software DISCOVER
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 Em-Cosmetic

 blogger Michelle Phan

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 Designing the Communications
Message Strategy: what to say
Develop appeals, themes, or ideas
that tie into positioning and establish
points-of-difference or points-of-
parity
Designing the Communications
Creative Strategy: how to say
 Informational and transformational
appeals:
 Informational: elaborates on
attributes or benefits
 Transformational: elaborates on a
non-product-related benefit or
image

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Designing the Communications
Creative Strategy: how to say
 Message content contains appeals or themes
designed to produce desired results
 Rational appeals
 Emotional appeals
 Love, pride, joy, humor, fear, guilt,
shame
 Moral appeals
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 Designing the Communications
Message Source: who should say it

Celebrity Characteristics
 Expertise
 Trustworthiness
 Likeability

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Use of an Attractive Athlete as a
Source

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A rational
appeal;
Showing where
they fly

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An ‘emotional’ appeal;

Eliciting a feeling
of serenity that you may
get when flying with
Singapore Airlines

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Use of Humor in a Print Ad

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Humorous ads
improve the mood
of the viewer

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Designing the Communications

 Message Structure: Key decisions are required with

respect to three message structure issues:
 Whether or not to draw a conclusion
 One-sided vs. two-sided argument
 Order of argument presentation

 Message Format: Design, layout, copy, color,

shape, movement, words, sounds, voice, body
language, dress, etc.
(Does the design make the right impression for
your organisation?)

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Does the design make the right
impression for your
organisation?
 Does the design meet the requirement which were established at

the beginning of the project?

 Is it appropriate for the target audience?
 Does it support the positioning goal?
 Does it describe the benefits of key features?
 Does it leave the viewer with a dominant uncluttered message?

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Does the design make the right
impression for your
organisation?
 Does the design convey the feeling which is appropriate for

positionning goal?
 Visual elements have personalities. Examine them
individually
to see if they contribute to the goal
 Have the core identity elements been used correctly?

 Have they been used in a way which communicates your

organization's identity effectively?

Establish the Budget

Affordable
Percentage-of-Sales
Competitive Parity
Objective-and-Task

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Measuring Communication Results

 Measure impact by measuring target audience recall,

impressions or feelings about the message, and previous
attitudes versus current attitudes
 Collect behavioral measures of audience response
including transactional data and word-of-mouth

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Key Performance Indicators for
social media marketing
 To measure brand awareness: visitors, page views

 To measure retention: subscribes/unsubscribes,

bounce rate

 Engagement: Likes, shares, retweets, comments

Checklist: Integrating the Promotion Mix

 Analyze trends (internal and external)

 Audit communications spending
 Identify all points of contact
 Team up in communications planning
 Make all communication elements compatible
 Create performance measures
 Appoint an IMC manager

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Content Marketing

 Different type of content  Text

 Video
 Image
 Audio
Principles of Effective Social
Media Writing - Creating Content
Social media content should be:
 Relevant, useful, and interesting
 Easy to understand and share
 Friendly, conversational, and engaging
 Action-oriented

Your target audience can receive multiple messages from multiple sources
every day, try to make your messages relevant, useful, and interesting
so your audience will interact and be engaged.
An example…
Easy Engagement: The post has two
simple options that make it easy to
engage. Good use of large, enticing
images, making it easy for users to make
the decision.
Seasonal Relevance: Using ice
cream in the summer is a great
example of tapping into what your
Fans are already thinking about.
Re-Engagement: Seeing how the
contest is running may drive Facebook
users back to the page.
Use Your Web Content as Source Material for Social Media
Content

 Writing for social media can be a demanding task. One way to

cope is to tweet, post, and text about Web content you have already
created.

 Make Social Media Writing Easier by Repurposing Web Content.

Remember the 3 E’s
The best way to engage your fans is to make sure your post falls into one of 3
categories –the 3 E’s:

 Entertain: If your post is either funny or entertaining in some way, it will get

shared more.

 Educate: When you educate your audience about your niche or provide a

helpful tip, your post will perform better.

 Experience: If you provide some type of experience – you move your audience

emotionally, then your post will get more comments, likes, and shares.
Twitter Media

According to research that was completed by the Twitter Media blog, the most
effective Tweet features to increase engagement include the following:

 Photos average a 35% boost in Retweets

 Videos get a 28% boost

 Quotes get a 19% boost in Retweets

 Including a number receives a 17% bump in Retweets

 Hashtags receive a 16% boost

Comperation: Twitter, Facebook, instagram

 Twitter was more effective for informative appeal

 Facebook worked better for interactive entertainment posts

 Instagram was more suitable for interactive content combining informative–entertainment

appeals.

Kusumasondjaja Sony (2018), The roles of message appeals and orientation on social media brand
communication effectiveness: An evidence from Indonesia. Asia Pacific Journal of Marketing and
Logistics Vol.30 No.4, p.1135-1158
 Interactive brand post with mixed appeals received the most responses in Facebook

and Instagram, while self-oriented message with informative appeal obtained the
least.

Kusumasondjaja Sony (2018), The roles of message appeals and orientation on social media brand
communication effectiveness: An evidence from Indonesia. Asia Pacific Journal of Marketing and
Logistics Vol.30 No.4, p.1135-1158
 (Kusumasondjaja, 2018): He advised marketers avoiding self-oriented posts and paying

more attention to interactive message using mixed appeals when engaging social media
users.

 Facebook and Instagram are more effective for long-term interaction building, while

Twitter is a more appropriate channel for promoting awareness and spreading information.
Checklist
1. Length: Posts can be up to 60 000 characters
(including spaces).
2. Access to more information:
• Hyperlink to a Web page, photo, or video.
•Include information available through other social media
channels: a short code for texts; a hashtag for Twitter.
3. Call to action: Invite followers to do something such as
watch a video, attend an event, or use CDC resources.
4. Tone: Write in a friendly, casual style. Avoid jargon.
5. Tagging: Use the @ symbol in front of a name you are
addressing to in your post to automatically create a link and
display the post on the partner’s page.
6. Abbreviations: Avoid abbreviations, but if they are
necessary, use only if easily understood.
1. Length: Tweets should be 140 characters or less,
including a shortened URL.
2. Access to more information: Include a hyperlink
to a website, an @ mention, or a hashtag #.
3. Call to action: Start the tweet with a verb if
possible: Use watch, read, learn, etc.
4. Tone: Write in friendly, action-oriented style.
5. Mentions: Use the “@“ symbol in front name in your
post to automatically create a link and display the post on
the partner’s profile.
6. Abbreviations: Avoid abbreviations, but if they are
necessary, use them only if they are easily understood, do
not change the meaning of the tweet, and are not immature
or unprofessional.
Marketing Tactics: A
Critique
Learning Objectives

 Be able to critically engage with the role of the marketing mix within strategic

marketing and the wider marketing field.

 Understand contemporary theoretical arguments in the area of co-creation.

Extended Marketing Mix
Pre 1950’s

 Marketing was seen through an

economic lens.

 Seen as a means of explaining market and

distribution forces.

 Marketing as a function didn't exist,

however people were using marketing ad

hoc.

 No formal theories or education.

Post War Boom: Growth of Marketing
 WW2 was a major turning point for marketing in the US.

 During WW2 factories were focused on manufacturing

military good.

 After the war factories had excess capacity, and needed to

be used.

 Started to manufacturer household goods, fridges, vacuum

cleaners etc.

 This created more jobs, and boosted the economy, meaning

people had more to spend.

 Competition in the market grew, leading to the formalisation of

marketing.

 Marketing was born!

Formalisation of Marketing Education

 Growth of educational programs in

universities.

 Marketing Mix

 Dominant Paradigm in marketing

Education.

 Propagated through its use in

textbooks and practice.

The Limitations of the Marketing Mix
 A list of four factors cannot encapsulate all aspects of
marketing (Gronroos, 1994). No empirics.

 There is too much overlap between the categories, and trying to

understand them in isolation is troublesome.

 It takes the perspective that the company is active, whilst the

customers are passive (Dixon & Blois, 1983). (Link with co-
creation e.g. DHL Parcelcopter).

 Focuses marketing into the marketing department rather than the

whole firm.

 Suggests the firm can influence its environment, but the

environment doesn't influence the firm.

 Perceptual limitation that all marketing activities have to

begin with P!
Fundamentalism and Colonialism in Marketing

 “In breaking free from fundamentalism and colonialism, our discipline has to banish the

very idea of control. Companies cannot control their consumers or their stakeholders just as
consumers or stakeholders cannot control companies. All of them can just interact with the
other societal actors in order to engage themselves in a co-creation process.” – Badot &
Cova (2008) (p.215).
Quick Task: Do you feel you have increasing power over
companies/brands? Justify your response with examples.
Co-Creation: Development of the Field (Ramaswamy &
Ozcan, 2018a)

 Development of goods and services

e.g. customer feedback e.g. LEGO.
 Collaborations between users and
innovators e.g. Stéphane Ashpool &
Nike
 Product customisation e.g. Pro Direct
Soccer
 Prosumption (Produce whilst
consuming) e.g. twitch
Co-Creation: Development of the Field
(Ramaswamy & Ozcan, 2018)

 Co-production e.g. NHS

service design
 Participatory role of consumers.
Communities and crowds e.g.
Warhammer or NFL
 Retailing e.g. Build a Bear
Quick Task: What type of co-creation experiences have
you been involved in?
Co-Creation: The Latest Perspective (Ramaswamy &
Ozcan, 2018a)
Co-Creation: The Latest Perspective (2018b)
 Digitalized interactive platforms are the basis of
co-creation;
Made from;
 Artefacts (inanimate object involved in the
interactive system environment)
 Person (The experiencer of the creation)
 Process (The process of sequencing of
activities)
 Interface (Where all of the above meet)

 E.g. Nike Apple Watch NikePlus https://

www.youtube.com/watch?v=N-
x8Ik9G5Dg
Reference List

 Badot, O. and Cova, B., 2008. The myopia of new marketing panaceas: the case for rebuilding our
discipline. Journal of marketing management, 24(1-2), pp.205-219.

 Dixon, D.F. and Blois, K.J., 1983. Some Limitations of the 4Ps as a Paradigm for Marketing. Back to Basics,
Proceedings of the Marketing Education Group, Cranfield School of Management, pp.92-107.

 Grönroos, C., 1994. Quo vadis, marketing? Toward a relationship marketing paradigm. Journal of marketing
management, 10(5), pp.347-360.

 Ramaswamy, V. and Ozcan, K., 2018a. What is co-creation? An interactional creation framework and its
implications for value creation. Journal of Business Research, 84, pp.196-205.

 Ramaswamy, V. and Ozcan, K., 2018b. Offerings as digitalized interactive platforms: A conceptual framework and
implications. Journal of Marketing, 82(4), pp.19-31.
Stay Focused.