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Marketing Communications
Messages and related media used to communicate with a market. Advertising Branding Direct Marketing Graphic Design Packaging Promotions Publicity Sponsorship Public Relations
Two Types of Communications
Marketing Communication
Information
Positioning
Promotions
Product Services
Demand Generation
Corporate Communication
Image Building
Public Opinion
Company
Marketing Communication
Information
Positioning
Promotions
Integrated Marketing
According to American Association; Planning process designed to assure that all brand contacts received by a customer or a prospect for a product or service, are relevant to that person and consistent over time.
There have been many shifts in the advertising and media industry that have caused IMC to develop into a primary strategy for most advertisers.
Main shifts From media advertising to multiple forms of communication (including promotions, product placements, mailers...) From mass media to more specialized media,
From a manufacturer-dominated market to a retailer-dominated market. BARGAINING POWER From general-focus advertising to data-based marketing. From low accountability to greater accountability of agencies From traditional compensation to performance-based compensation.
Target audiences
Key messages A budget
Marketing Communication
Above the Line Communication ATL Below the Line Communication BTL Through the Line Communication TTL
ATL is a type of advertising through mass media such as TV, cinema, radio, print, banners and search engines. Increase brand awareness. Useful when larger target audience is to be addressed BTL uses less conventional methods than the usual specific channels of advertising to promote products, services, etc. These may include activities such as direct mail, public relations and sales promotions. It is more effectively used to increase sales. When the targetn group is small and specific TTL refers to an advertising strategy involving both above and below the line communications in which one form of advertising points the target to another form of advertising thereby crossing the 'line'.
Advertising
Paid form of non personal communication about an organization or its products that is transmitted to a target audience through a mass/broadcast medium.
While advertising is the event, Advertising Management is the whole process - a function of marketing.
Starting from market research continuing through advertising leading to actual sales or achievement of objective.
Pros Flexibility allows you to focus on a small, precisely defined segment (School newspapers) or a mass market Cost efficient -reach a large number at a low cost per person, allows the message to be repeated, and can improve public image. Allows for repeating the message-lets the buyer receive and compare the messages of various competitors. Very expressive, allows for dramatization. Used to build a long term image of a product. Trigger quick sales, sears advertising a weekend sale.
Cons Absolute outlay cost very high, make a national TV ad. approx Rs.150,000, local ad. Rs.60,000. 30 second spot, Rarely provides quick feedback, or necessarily any feedback Less persuasive than personal selling Audience does not have to pay attention Indirect feedback (without interactivity)
Objectives
- Information Advertising - To build primary demand - Builds image - Fight competition - Buy now -Reminder Ads - New product or new uses - Explanations or descriptions - Persuasive Ad - Build demand for your brand - Compare to competition - Mature products
Models of Communication
Effective Communication program involves understanding the response process
Communication models aim at explaining the possible sequence through which advertising may eventually Affect the buyers
Affective
Interest Desire
Conative
Action
Classification .
Classification of Advertising
National Advertising: Some manufacturers may think that their target is, the entire country. They select media with a countryside base. Generally large, established firms belong to this category. Hindustan Unilever, Brooke Bond, Larsen & Toubro, Escorts, Pepsi, Coke
Local Advertising: Small firms may like to restrict their business to State or regional level. Some firms first localize their marketing efforts and once success has been achieved, they spread out to wider horizons.
Target Group: It is on the basis of target groups aimed at it can further be divided into sub category as:
a. Consumer Advertising
b. Industrial Advertising
c. Trade Advertising:
Advertisements, which are directed by the manufacturers to the distribution channel members, such as wholesalers or retailers.
d. Professional Adverting:
There are certain products for which the consumers themselves are not responsible for the buying choice.
2.Persuasive
3.Reminder
Existing Customers
Increasing share of requirements Customers have more than one preferred brand.
Choosing on the basis of
Discounts Promotions
Habits
Availability
Public Service Advertising (PSA's): sponsoring a charity event, PSA's are a way to promote company in a positive light. Advocacy: Concerned with propagating an idea. Another form of Public Service Advertising, Company states the reasons for certain negative issues Emerged.
Corporate Image Building: Aditya Birla Group, TATA, BHEL, Hindustan Unilever Brand Personality Association: brands developed in terms Of human characteristics.
Case Discussion
25
25
45
45
10
23
23
23
35
35
Repeat Purchases
20
20
20
30
Development and pursuit of marketing programs directed towards subgroups of population that an Organisation can serve potentially
Selects retail outlets and product lines that will attract members of this group.
It may be useful to further divide this segment on the basis of age.
Segmentation strategies
Segmentation Strategies Concentration Strategy Focus is on one subgroup and direct marketing plans towards it Differentiation Strategy Two or more subgroups are focused and marketing plans are developed
The objective is to identify a group of consumers That; Are not being served well presently by competitors And may try the product; Priori Base The basis on which the market might be segmented is Determined before any data is analysed from the market place Are large enough or growing in size; Priori Base
Geographical Location
Empirical Segmentation Approach Consumers differ in the need for which they buy a product Buyers tend to place different degrees of importance on the benefits
2.Sociable Segmentation
3.Independent Segmentation
Lifestyle or psychographic
Positioning Strategies
Positioning Strategies Positioning involves a decision to stress only certain Aspects of our brand and not others. Key idea is that the consumers must have a clear idea of what the brand stands for. Positioning is achieved mostly through a brands Marketing communications.
Strategic objective must be to have segmentation and positioning strategies that fit together.
Brand Positioning is the set of associations the consumer has with the brand, in terms of Physical Attributes Lifestyle Use of occasion
Identifying competitors Pepsi May define its competitors as; Other cola drinks Non-diet soft drinks
Message Strategy
Advertising Manager needs to make decisions about The content of the advertising message, called as Message Strategy Message focus should be on communicating Product Benefits Developing / Reinforcing Brand Image Evoking and associating specific feelings and emotions
Making the brand appear fashionable by creating social and group influences.
The challenge is to identify which attributes are considered in making the brand-choice decision Which of them are most important in the targeted product-market situation. Success of a positioning strategy is reflected in link between benefits or images and an overall attitude in the mind of customers
Attitude
People develop overall attitudinal liking for a product without cognitively evaluating them.
Such Attitudes are purely based on emotions and feelings rather than some rational evaluation
LOW
INVOLVEMENT
SITUATIONS
3. If advertising is working, stick with it Brand personality or image is developed over many years Consistency is desirous over change in personality year after year
Message Strategy through Attention and Comprehension Getting increasingly difficult to gain attention There are two important prerequisites Individual must be exposed to message and pay attention
Each of the stages discussed as Attention Comprehension Go through a perceptual barrier Perception Process Stimulus Attention
Active Search Passive Search Passive Attention
Interpretation
Simplify Distort Organize
Cognition
Stimulus Conditions
Intensity Size Message Position Context
Audience Conditions
Information Needs Attitudes Values Interests Confidence
It is an screening mechanism that controls the quantity and nature of information any individual receives
Amid advertising noise it is not easy to create an Advertisement that gets noticed, processed and Evaluated.
Zapping A viewer can turn off the sound or change channel It is higher in households with Cable TV and with Multiple people at home Consumers are forced to pay more attention to ads they Are zapping than those that are not. One can make commercials that are interesting, Entertaining or pleasurable Consumers are forced to pay more attention to ads they Are zapping than those that are not. Executional elements are equally important
Zipping Zipping rates are lowest for first commercial in The first slot and highest for last ones. Far more difficult to fight zipping than zapping Combat zipping by developing commercials that use visual Elements like; logos or still shots
Creating Advertisements that attract The attention filter operates at various levels of Efforts and consciousness. Information is an important stimulus for paying attention There are 4 motives for attending to informative stimuli Information of Practical Value Information that Supports Information that Stimulates
Practical Value
Successful headline format How to.. in context Of the problem that the consumer is trying to solve Robert Burnkrant applies general theory of motivation to process information; based on 3 factors 1. Information need depends upon the nature of product
2. Expectancy (probability) that processing a particular ad will lead to relevant information exposure
3. Value of the source of relevant information / goodness or badness of the message This structure provides an approach to determine the extent to which a person might be motivated to process information
Information that Supports People have psychological preference for supportive information They tend to avoid non-supportive or discrepant information Dissonance Theory predicts that cognitive dissonance, the existence of conflicting cognitive elements is discomforting and that people will try to reduce it.
Complexities Theory
Based on Salvatore Maddis Variety Theory; novelty, unexpectedness, change, and complexity are pursued Because they are inherently satisfying.
Assumption is; people get bored and are motivated to reduce the boredom by seeking stimuli that are unusual or different.
Adaptation-Level Theory suggests; not only focal Stimuli determines perception but also the contextual (background) and residual (past experience) Advertisements that are sufficiently different from an audiences adaptation level and expectations will attract attention. Suggested to use ad elements that are moderately inconsistent rather than very consistent or extremely inconsistent.
OR
To present a communication involving topical issues in which audience is likely to be heavily involved
Advertising Appeal An Advertisement should contain an appeal for creating human interest so that it catches attention. Human needs are the basis for appeals There are two issues that are important for an advertiser Regarding needs: The number and nature of basic needs Intensity of motivated behaviour
People differ significantly in the efforts they put forth To achieve what appears to be the same motive.
Intensity of Motivating Behaviour invokes the concept of central and peripheral needs.
Central Needs: are closely related to our sense of Survival and identity. Peripheral Needs: are instrumental needs or wants, consisting of preferences one has for alternative means of satisfying central needs
Associating Feelings with the Brand Previously we talked about logical processing of information and rational thinking process Creating feelings that can ultimately influence attitudes or beliefs is also important consideration.
For example: Pepsi (youngistan commercial), Thumsup (adventure commercials) evoking feeling of energy, thrill . Feelings created get associated with the brand and thereby affect brand attitudes.
Buying Motives
Different kinds of motives encourage an individual to Give attention to certain advertisements and purchase Certain products. Achievement: need to perform difficult tasks
Emotional Appeals: are designed to stir up certain positive (happiness) or negative emotions (fear, anxiety)
Moral Appeals: instilling sense of right and wrong. often used in messages to arouse a favourable response
Product Oriented
Consumer Oriented
EMTIONAL BONDING
BRAND IMAGERY BRAND PERSONALITY Feelings are more important in low involvement situations
Advertisements evoke feelings for products that are likely to be needed when consumers have a low level of intrinsic interest in the product category or brand. This is most likely to happen in the mature stages of product life cycle.
When a product is new and product interest is high consumers may seek more information.
It is suggested to have feeling oriented advertisements For products in mature stage and informative advertisements in introduction stage in PLC
FCB and Rossiter and Percy Grid Defines different product categories and motives for which consumers purchase a product How advertisements can be designed to address each buying motive. Product categories can be classified into four categories Based on High Or Low Involvement Thinking Products or Feeling Products
Problem avoidance
Dissatisfaction with a prior purchase
Transformational Advertising Way in which feeling-oriented advertising succeeds in Associating feelings with brands.
Such advertising involves developing associations with the Brand or the brand use. So that the experience of using the brand is transformed Into something related to feelings.
Negative Motivation
Low Involvement
Trial Experience Is sufficient
Unique and authentic emotional benefits Frequently repeated likeable ad Drama Format
High Involvement
Create a feeling of lifestyle identification Supportive information Thrown in High Repetition needed
Comparative formats
Requirements for successful Transformational Advertising Adequate Budget: heavy repetition to build Association is required Consistency: thrust of advertisements can not be allowed To change frequently. Close Connect the brand with the advertising: connecting Use experience to the brand. An advertisement attempting to generate an emotional response should be believable and engender empathy
There are countless numbers of feelings and combinations of feelings that could potentially be precipitated by advertising.
Brand can charge a higher price. Command more Loyalty Run more efficient marketing programs
Brand Image
Attributes + Consequences + Brand Personality
Brand Personality Association enables the organisation to gain market share or charge premium price.
Economies in terms of marketing expenses and launching new brands, categories or extensions
When are Brand Personality Associations More Important ? Self rationale would be stronger in some product Categories than in others. High Involvement products vs. Low Involvement Products
Implementing Brand Personality Association 1.Researching the symbolic associations that currently exist with the product category and competitive brands. A. Photo Sorts: Consumers are given photographs of Individuals and asked to pick those, which they think use particular brand. Then they are asked to describe the individual
2. Deciding which brand personality is going to be of greatest value with the target consumer segment.
Creative Approach
Comparative Advertising: Two or more named or recognizable brands of the same Product class are compared and the comparison is made is Made in terms of one or more attributes.
Using an Endorser Benefits of using Endorsers: 1. Enhance advertisement readership / viewership / listenership.
3. Personality characteristics of the endorser can get associated with brand personality.
Selecting an Endorser A Celebrity: has the publicity of and attention getting Power.
Large segments of the audience instantly recognize and identify with the with the famous person.
Goodwill can be transferred to the brand. Celebrities cost a lot and hard to get.
If they are used for other products they may loose credibility
They may be overexposed
An Expert
Best choice when product is technical or consumers need Reassurance that the product is right choice and safe to Use.
A satisfied customer To maximize the naturalness of the situation. Best choice when it is anticipated that there will be strong audience identification with the role involved.
Creative Process 1.Fact finding : Information search, advertising objectives a. Problem Definition: Picking out and pointing the problem b. Preparation: 2. Idea Finding: a. Idea Production: tentative ideas
b. Idea Development:
Copywriting Some Important guidelines: Cash in on personal experience Write with heart Learn from experience of others Talk with the manufacturers or service providers Study the product
Copy is more effective if: it is simple and clear touching only one or two ideas. It is extendible Flows smoothly from beginning to end. For Print media copy: Key element is headline, it must flag down the target reader and pull him into body copy. Offer reward for reading on Headline should appeal to readers interest, offer new twists, evoke curiosity
Headlines and visuals should complement each other Body copy should be detailed and specific, support The headline, readable and interesting. For Television Copy: Right mix of visuals or sounds.
Frequent use of visual repetition of brand name, package And key product attributes.
All elements should be well connected and linked to each other
For Radio Copy: Write copy that creates a picture in the mind of the Listeners.
Elements used are, sound effects, human voice, humour Or music. Should be well utilised
Short words and short sentences are more effective. For Outdoor Copy: Message should be communicated in few seconds. Should be extremely short, simple, strong and distinctive
Layouts
Involves bringing all the pieces together Important factors to consider: Balance: Pleasing distribution Contrast: different sizes, shapes and densities, colours to enhance attention value and readability. Gaze motion: logical sequence
Unity
Media
The vehicles that carry the ads to the target market. Which is most important? Picking the correct media or having great creative?
Newspapers
Magazines Internet
Outdoor
Radio
Television
Media Overview
Advertisers are placing more emphasis than ever on media planning Choosing media & vehicles is the most complicated of all marketing communications decisions Aside from specific vehicles in media, the planner has to choose geographical locations and budget distribution over time
Media strategy: statement in media plan that outlines how objectives will be accomplished; shows where and when advertising messages will appear, and at what cost.
Media Planning
Media Planning = Selection + Scheduling Factors Influencing Media Planning Decisions Target Market Profile Looking at Brand/Product Dynamics The Creative Execution Budget Considerations and Media Deals The Competitive Situation Availability and Timing Considerations
Marketing Strategy
Advertising Objectives
Advertising Budget
Message Strategy
Media Strategy
Media Strategy
Audience Selection Objective Specification Media and Vehicle Media Buying
Involves advertising budgets, objectives and message and media strategies extends from overall marketing strategy
4. Buying media
Reach
Percentage of target audience that is exposed to an advertisement. At least once, during a certain time frame (usually four weeks) Reach represents the percentage of target customers who have an opportunity to see the advertisers message.
Frequency
Average number of times an advertisement reaches the target audience in a four-week period
Media Scheduling
Reach
(% of target audience with opportunity for exposure to media vehicle(s) or media plan in a given time frame)
+ Frequency
(average number of times target is likely to be exposed to the ad in a given time frame)
100%
Circulation: Total number of copies of a publication sold through various forms of distribution. Readers per copy: average number of people who read each issue of publication.
Type
New High High Short Short High
Frequency
High Low Low High High High