marketing communication summary

CHAPTER 1: INTEGRATED MARKETING COMMUNICATIONS




1. Marketing communication strategy

Marketing = process of planning & executing the conception, pricing, promotion and
distribution of ideas, goods & services to create & exchange value and satisfy individual
and organizational objectives

- Marketing planning = planning
- Marketing communication = promotion
- Retail management & sales channels = distribution
- Sales techniques = exchange value, organizational and individual objectives
- Buying behavior = satisfy individual objectives

Selection of marketing tools/instruments  establish + defend marketing position & in
line w/ marketing objectives & tailored to specific target group

Marketing tools defined by frameworks  Promotion (communication), Product (customer
need), Place (convenience), Price (cost to the customer), People, Process, Physical




environment

Marketing communications

- = means by which firm tries to inform/ influence/ persuade potential customer by
conveying a message directly or indirectly
- = voice of brand, establish + maintain brand image
- = inform, entertain, persuade, incite, remind to purchase by
o providing information
o associating brand with something/someone
o reward/ incentive or by showing what brand stands for
- can be brand building or sales building (long term vs short term)
- can be proactive or reactive

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,- Goal: optimize consumer engagement  cognitive, emotional, behavioral investment
- Focus on what message, which media channel AND messages created and spread by
consumers

6M model

- = provides framework for components of comprehensive MC strategy
- Decision making on
o Mission & market – strategic intent & specific objectives of communication
and its audience
o Message & media – strategic execution (what is story and where told)
o Money & measurement – delineate strategic impact, financial implications
and ROI

2. Communications mix

Communication through different channels/ different instruments




Elements

- Advertising
o = any form of paid communication by an identified sponsor to
inform/persuade target audiences
o Characteristics
 Non-personal
 One-to-many (mass)
 Monologue
 Paid
o Media advertising – media to get message to specific target group, no direct
response
o Direct response advertising – allow responding directly and immediately
o Interactive advertising – include an element of FB from targeted audience
o Place advertising – shown in specific place (poster, billboard)
o Point of purchase (POP) advertising – specific location near purchase place
o Online advertising
 Search engine, websites, email, social media advertising, mobile
advertising (push & pull), programmatic advertising (automated bidding
process through data and tech target specific audience to deliver
personalized ads)
 Characteristics


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, o Interactive
o Specific target group
o Short-term
o Measurability
- Promotions
o Trade promotions – point of sale in B2B context
o Promotions like samples, coupons …
- Event marketing & sponsorship
o Event – event is organized as means to communicate from company itself
o Sponsorship – event not originating from company, provide
funds/goods/know-how/…
 Characteristics:
o Monologue
o Mass communication
o Long term
o Cash or kind
o Strong imago carry over effects
o Match up
- Publicity & public relations
o Publicity – not paid for by company, spread to impersonal mass media,
written by journalist
o PR – communications instigated by company to create goodwill
 Characteristics:
o Mainly corporate coms tool
o Building and maintaining goodwill and reputation
o Generate positive publicity
- Personal selling
o Face-to-face interaction with purchasers (presentation, answering q,
procuring orders)
o Experiential marketing  create emotional connection (flagship stores, brand
activation)




Types

- Personal vs mass communications




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, - Above & below the line communications
o Above = theme/image com – tell something abt brand to improve
relationship, increase satisfaction, loyalty, brand awareness & preference
o Below = action com- stimulate purchase & immediate buying behavior target
to specific persons  call to action must be easy
- Push & pull communications (form of mobile advertising)
o Pull – audience = end consumers, pull through distribution channel bottom up
o Push – audience = distribution channel partners stimulated to sell
- Uni-, bi, multidirectional communication
o Unidirectional – company to consumer, prepackaged message received
passively
o Bidirectional – forum w/ give & take conversation between firm and
consumer, expect consumer participation
o Multidirectional – consumer – consumer – company, consumer as co-creator/
coproducer
- Firm generated vs user generated content
o FGC
o UGC – collaborative relationships w/ consumer through content co-creating &
UGC
 Consumer becomes active participant in brand storytelling
 +: brand reach, brand advocacy, authenticity

3. Integration of marketing communications

Case Haagen Dazs

Why

- Due to fragmentation of traditional advertising media
- Demand for audiences attention outpaced supply
o multitude of messages through different channels
o causes decreased attention
o causes even more advertising
o results in more costs
- Want for cost efficiency leads to new non-traditional media as com alternatives
facilitated by database technology
o Brand activation
o Experiential marketing
- More tools used ---> need for integration of tools
o Product easily substituted for another = product parity  create points-of-
difference + build brand equity
o Audiences literate on com practices  expect relationship-oriented ipv
transaction-oriented

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