Marketing communication
Table of contents
1 Integrated marketing communications .................................................................................. 6
1.1 Introduction ................................................................................................................................. 6
1.1.1 Marketing ........................................................................................................................ 6
1.1.2 Instruments of the marketing mix ................................................................................... 6
1.2 Communication mix .................................................................................................................... 7
1.2.1 Communication mix element .......................................................................................... 7
1.2.2 Personal versus mass communications ........................................................................... 9
1.2.3 Above and below the line communications .................................................................... 9
1.3 Integration of marketing communications ............................................................................... 10
1.3.1 Why?.............................................................................................................................. 10
1.3.2 How? .............................................................................................................................. 10
1.3.3 Case: Häagen Dazs ......................................................................................................... 13
1.4 Integrating marketing communications across cultures ........................................................... 14
1.5 Exam questions.......................................................................................................................... 15
2 Planning ............................................................................................................................. 16
2.1 Integrated communications plan .............................................................................................. 16
2.2 Situation analysis ....................................................................................................................... 17
2.2.1 Case burger king ............................................................................................................ 17
2.3 Segmenting, targeting & positioning......................................................................................... 18
2.3.1 Segmenting .................................................................................................................... 18
2.3.2 Targeting strategies ....................................................................................................... 19
2.3.3 Positioning ..................................................................................................................... 19
3 Objectives........................................................................................................................... 21
3.1 Marketing communications objectives ..................................................................................... 21
3.2 Dagmar model ........................................................................................................................... 22
3.2.1 Category wants and needs ............................................................................................ 22
3.2.2 Brand awareness ........................................................................................................... 22
3.2.3 Brand knowledge/comprehension ................................................................................ 22
3.2.4 Brand attitude ............................................................................................................... 23
3.2.5 Brand purchase intention .............................................................................................. 23
3.2.6 Purchase facilitation ...................................................................................................... 23
, 2
3.2.7 Purchase ........................................................................................................................ 23
3.2.8 Satisfaction .................................................................................................................... 23
3.2.9 Brand loyalty.................................................................................................................. 24
3.2.10 Number of people in each step ..................................................................................... 24
3.2.11 Examples........................................................................................................................ 25
3.3 Smart objectives ........................................................................................................................ 25
3.4 Stages in the product life cycle.................................................................................................. 25
3.5 Example exam question ............................................................................................................ 26
4 Budgets .............................................................................................................................. 26
4.1 Communicating budgeting methods ......................................................................................... 26
4.1.1 Sales response models .................................................................................................. 27
4.1.2 Other budgeting methods ............................................................................................. 28
4.1.3 Share of voice & share of market .................................................................................. 29
4.1.4 New Brands ................................................................................................................... 29
5 How marketing communications work................................................................................. 30
5.1 Key concepts.............................................................................................................................. 30
5.2 Dual process theories of persuasion ......................................................................................... 30
5.3 The elaboration likelihood model of persuasion....................................................................... 31
5.3.1 Central route to persuasion .......................................................................................... 32
5.3.2 Peripheral route to persuasion ..................................................................................... 32
5.3.3 Experiment .................................................................................................................... 33
5.3.4 Assessment of messaging processing............................................................................ 33
5.3.5 Influencing factors ......................................................................................................... 34
5.4 Recent academic research......................................................................................................... 35
5.5 Exam questions.......................................................................................................................... 35
6 Advertising ......................................................................................................................... 35
6.1 Key concepts.............................................................................................................................. 35
6.2 Function of advertising .............................................................................................................. 36
6.3 Types of advertising................................................................................................................... 36
6.4 Campaign development ............................................................................................................ 36
6.4.1 Message strategy........................................................................................................... 37
6.4.2 Creative strategy ........................................................................................................... 37
6.4.3 Creative brief ................................................................................................................. 38
6.4.4 Brainstorming ................................................................................................................ 38
6.5 Message variables ..................................................................................................................... 40
6.5.1 Argument quality ........................................................................................................... 40
Table of contents
, 3
6.5.2 Message structure ......................................................................................................... 40
6.5.3 Content .......................................................................................................................... 41
6.6 Source characteristics................................................................................................................ 46
6.6.1 Credibility ...................................................................................................................... 46
6.6.2 Attractiveness ................................................................................................................ 46
6.6.3 Use of source based on ................................................................................................. 47
6.7 Advertising in a cross-cultural context ...................................................................................... 47
6.8 Causes and consequences or irritation evoked by advertising ................................................. 49
6.9 How to measure reactions to advertising ................................................................................. 50
6.9.1 Pre-testing ..................................................................................................................... 50
6.9.2 Post-testing.................................................................................................................... 51
6.9.3 Campaign evaluation research ...................................................................................... 52
7 Media planning ................................................................................................................... 53
7.1 Why engage in media planning? ............................................................................................... 53
7.2 How to select media? ................................................................................................................ 53
7.2.1 Quantitative criteria ...................................................................................................... 54
7.2.2 Qualitative criteria ......................................................................................................... 57
7.2.3 Technical criteria ........................................................................................................... 58
7.3 Media context ........................................................................................................................... 58
7.4 Exam question ........................................................................................................................... 59
8 Event marketing & sponsorship ........................................................................................... 59
8.1 Event marketing ........................................................................................................................ 60
8.1.1 Objectives ...................................................................................................................... 60
8.1.2 Types.............................................................................................................................. 61
8.1.3 How to measure effectiveness of Event marketing ...................................................... 61
8.2 Sponsorship ............................................................................................................................... 61
8.2.1 Advantages .................................................................................................................... 62
8.2.2 Objectives ...................................................................................................................... 63
8.2.3 Types.............................................................................................................................. 64
8.2.4 Assesment criteria ......................................................................................................... 66
8.2.5 How to measure effectiveness of sponsorship ............................................................. 66
9 Publicity and public relations............................................................................................... 67
9.1 Publicity and PR ......................................................................................................................... 67
9.2 Strengths & weaknesses............................................................................................................ 68
9.3 Internal ...................................................................................................................................... 68
9.4 External...................................................................................................................................... 68
Table of contents
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9.4.1 Public affairs .................................................................................................................. 68
9.4.2 Financial ......................................................................................................................... 69
9.4.3 Media............................................................................................................................. 69
9.5 Marketing .................................................................................................................................. 69
9.6 Measure effectiveness of PR ..................................................................................................... 70
10 Brand activation .............................................................................................................. 70
10.1 Brand activation ........................................................................................................................ 70
10.2 Sales promotions ....................................................................................................................... 71
10.2.1 Types.............................................................................................................................. 71
10.2.2 Objectives ...................................................................................................................... 72
10.2.3 Advantages and disadvantages ..................................................................................... 73
10.2.4 Effects of sales promotions ........................................................................................... 73
10.2.5 How to measure effectiveness of consumer promotions ............................................. 74
10.3 Point of purchase (POP) material .............................................................................................. 75
10.3.1 Types.............................................................................................................................. 75
10.3.2 Objectives ...................................................................................................................... 76
10.4 Brand experience....................................................................................................................... 76
10.4.1 Objectives ...................................................................................................................... 77
10.4.2 Dimensions .................................................................................................................... 77
10.5 Exam questions.......................................................................................................................... 78
11 Ethics .............................................................................................................................. 78
11.1 Views on ethics in marketing communication .......................................................................... 78
11.2 Rules of thumb .......................................................................................................................... 78
11.3 Unethical practices .................................................................................................................... 79
11.4 Regulation of communication practices.................................................................................... 80
11.5 Exam question ........................................................................................................................... 81
12 Digital communication, marketing & social media ............................................................ 81
12.1 Introduction ............................................................................................................................... 81
12.2 Relevance of online communication & digital marketing ......................................................... 82
12.2.1 Evolution of online communication & digital marketing .............................................. 82
12.2.2 The digital world in 2020 ............................................................................................... 86
12.3 Added value of online communication & digital marketing ..................................................... 98
12.3.1 It’s new .......................................................................................................................... 98
12.3.2 Addressability & customization: the age of the consumer ......................................... 105
12.3.3 Two-way continuous interaction................................................................................. 105
12.3.4 Integration of multimedia ........................................................................................... 108
Table of contents
, 5
12.4 Advertising with digital & mobile gaming ............................................................................... 108
12.4.1 Advergames ................................................................................................................. 108
12.4.2 Effect of gaming on behavior ...................................................................................... 109
13 Digital Communication II ................................................................................................111
13.1 Digital communication channel: social media ......................................................................... 111
13.1.1 Web 2.0 ....................................................................................................................... 111
13.1.2 Using social media for branding .................................................................................. 112
13.1.3 Social media for branding............................................................................................ 113
13.1.4 Social media & viral marketing .................................................................................... 114
13.1.5 Concern: Negative Word Of Mouth (NWOM) ............................................................. 114
13.2 Sending information: how to go viral? .................................................................................... 115
13.2.1 Word of mouth ............................................................................................................ 115
13.2.2 6 STEPPS to viralness ................................................................................................... 116
13.3 Receiving information ............................................................................................................. 124
13.3.1 Database marketing .................................................................................................... 124
13.3.2 How to listen to your customer? ................................................................................. 125
13.4 How to respond to information?............................................................................................. 137
13.4.1 Human voice in messages ........................................................................................... 137
13.4.2 A well managed opinion community........................................................................... 137
13.5 Summary.................................................................................................................................. 138
13.6 Exam questions........................................................................................................................ 138
13.6.1 Knowledge ................................................................................................................... 138
13.6.2 Insight .......................................................................................................................... 138
13.6.3 Application................................................................................................................... 139
Table of contents
, 6
1 Integrated marketing communications
1.1 Introduction
1.1.1 Marketing
Marketing: The process of planning and executing the conception, pricing, promotion an distribution
of ideas, goods and services to create and exchange value and satisfy individual and organizational
objectives
• Using: Retailmanagement and sales channels, marketing planning, buying behavior, market
research and marketing communication
1.1.2 Instruments of the marketing mix
Figure 1: The marketing mix
Product
• Core product: Benefit that is being marketed
• Tangible product: Core product translated into design, packaging,…
• Augmented product: Gives the tangible product more value (e.g.: service, delivery,...)
Price
• List price: official price (discounts can be used)
• Price cuts: can attract more customers
o But: can influence a brand negatively
Distribution: process of bringing the product from the organization to the customer
• Selection of retailers, assortment,…
Integrated marketing communications
Table of contents
1 Integrated marketing communications .................................................................................. 6
1.1 Introduction ................................................................................................................................. 6
1.1.1 Marketing ........................................................................................................................ 6
1.1.2 Instruments of the marketing mix ................................................................................... 6
1.2 Communication mix .................................................................................................................... 7
1.2.1 Communication mix element .......................................................................................... 7
1.2.2 Personal versus mass communications ........................................................................... 9
1.2.3 Above and below the line communications .................................................................... 9
1.3 Integration of marketing communications ............................................................................... 10
1.3.1 Why?.............................................................................................................................. 10
1.3.2 How? .............................................................................................................................. 10
1.3.3 Case: Häagen Dazs ......................................................................................................... 13
1.4 Integrating marketing communications across cultures ........................................................... 14
1.5 Exam questions.......................................................................................................................... 15
2 Planning ............................................................................................................................. 16
2.1 Integrated communications plan .............................................................................................. 16
2.2 Situation analysis ....................................................................................................................... 17
2.2.1 Case burger king ............................................................................................................ 17
2.3 Segmenting, targeting & positioning......................................................................................... 18
2.3.1 Segmenting .................................................................................................................... 18
2.3.2 Targeting strategies ....................................................................................................... 19
2.3.3 Positioning ..................................................................................................................... 19
3 Objectives........................................................................................................................... 21
3.1 Marketing communications objectives ..................................................................................... 21
3.2 Dagmar model ........................................................................................................................... 22
3.2.1 Category wants and needs ............................................................................................ 22
3.2.2 Brand awareness ........................................................................................................... 22
3.2.3 Brand knowledge/comprehension ................................................................................ 22
3.2.4 Brand attitude ............................................................................................................... 23
3.2.5 Brand purchase intention .............................................................................................. 23
3.2.6 Purchase facilitation ...................................................................................................... 23
, 2
3.2.7 Purchase ........................................................................................................................ 23
3.2.8 Satisfaction .................................................................................................................... 23
3.2.9 Brand loyalty.................................................................................................................. 24
3.2.10 Number of people in each step ..................................................................................... 24
3.2.11 Examples........................................................................................................................ 25
3.3 Smart objectives ........................................................................................................................ 25
3.4 Stages in the product life cycle.................................................................................................. 25
3.5 Example exam question ............................................................................................................ 26
4 Budgets .............................................................................................................................. 26
4.1 Communicating budgeting methods ......................................................................................... 26
4.1.1 Sales response models .................................................................................................. 27
4.1.2 Other budgeting methods ............................................................................................. 28
4.1.3 Share of voice & share of market .................................................................................. 29
4.1.4 New Brands ................................................................................................................... 29
5 How marketing communications work................................................................................. 30
5.1 Key concepts.............................................................................................................................. 30
5.2 Dual process theories of persuasion ......................................................................................... 30
5.3 The elaboration likelihood model of persuasion....................................................................... 31
5.3.1 Central route to persuasion .......................................................................................... 32
5.3.2 Peripheral route to persuasion ..................................................................................... 32
5.3.3 Experiment .................................................................................................................... 33
5.3.4 Assessment of messaging processing............................................................................ 33
5.3.5 Influencing factors ......................................................................................................... 34
5.4 Recent academic research......................................................................................................... 35
5.5 Exam questions.......................................................................................................................... 35
6 Advertising ......................................................................................................................... 35
6.1 Key concepts.............................................................................................................................. 35
6.2 Function of advertising .............................................................................................................. 36
6.3 Types of advertising................................................................................................................... 36
6.4 Campaign development ............................................................................................................ 36
6.4.1 Message strategy........................................................................................................... 37
6.4.2 Creative strategy ........................................................................................................... 37
6.4.3 Creative brief ................................................................................................................. 38
6.4.4 Brainstorming ................................................................................................................ 38
6.5 Message variables ..................................................................................................................... 40
6.5.1 Argument quality ........................................................................................................... 40
Table of contents
, 3
6.5.2 Message structure ......................................................................................................... 40
6.5.3 Content .......................................................................................................................... 41
6.6 Source characteristics................................................................................................................ 46
6.6.1 Credibility ...................................................................................................................... 46
6.6.2 Attractiveness ................................................................................................................ 46
6.6.3 Use of source based on ................................................................................................. 47
6.7 Advertising in a cross-cultural context ...................................................................................... 47
6.8 Causes and consequences or irritation evoked by advertising ................................................. 49
6.9 How to measure reactions to advertising ................................................................................. 50
6.9.1 Pre-testing ..................................................................................................................... 50
6.9.2 Post-testing.................................................................................................................... 51
6.9.3 Campaign evaluation research ...................................................................................... 52
7 Media planning ................................................................................................................... 53
7.1 Why engage in media planning? ............................................................................................... 53
7.2 How to select media? ................................................................................................................ 53
7.2.1 Quantitative criteria ...................................................................................................... 54
7.2.2 Qualitative criteria ......................................................................................................... 57
7.2.3 Technical criteria ........................................................................................................... 58
7.3 Media context ........................................................................................................................... 58
7.4 Exam question ........................................................................................................................... 59
8 Event marketing & sponsorship ........................................................................................... 59
8.1 Event marketing ........................................................................................................................ 60
8.1.1 Objectives ...................................................................................................................... 60
8.1.2 Types.............................................................................................................................. 61
8.1.3 How to measure effectiveness of Event marketing ...................................................... 61
8.2 Sponsorship ............................................................................................................................... 61
8.2.1 Advantages .................................................................................................................... 62
8.2.2 Objectives ...................................................................................................................... 63
8.2.3 Types.............................................................................................................................. 64
8.2.4 Assesment criteria ......................................................................................................... 66
8.2.5 How to measure effectiveness of sponsorship ............................................................. 66
9 Publicity and public relations............................................................................................... 67
9.1 Publicity and PR ......................................................................................................................... 67
9.2 Strengths & weaknesses............................................................................................................ 68
9.3 Internal ...................................................................................................................................... 68
9.4 External...................................................................................................................................... 68
Table of contents
, 4
9.4.1 Public affairs .................................................................................................................. 68
9.4.2 Financial ......................................................................................................................... 69
9.4.3 Media............................................................................................................................. 69
9.5 Marketing .................................................................................................................................. 69
9.6 Measure effectiveness of PR ..................................................................................................... 70
10 Brand activation .............................................................................................................. 70
10.1 Brand activation ........................................................................................................................ 70
10.2 Sales promotions ....................................................................................................................... 71
10.2.1 Types.............................................................................................................................. 71
10.2.2 Objectives ...................................................................................................................... 72
10.2.3 Advantages and disadvantages ..................................................................................... 73
10.2.4 Effects of sales promotions ........................................................................................... 73
10.2.5 How to measure effectiveness of consumer promotions ............................................. 74
10.3 Point of purchase (POP) material .............................................................................................. 75
10.3.1 Types.............................................................................................................................. 75
10.3.2 Objectives ...................................................................................................................... 76
10.4 Brand experience....................................................................................................................... 76
10.4.1 Objectives ...................................................................................................................... 77
10.4.2 Dimensions .................................................................................................................... 77
10.5 Exam questions.......................................................................................................................... 78
11 Ethics .............................................................................................................................. 78
11.1 Views on ethics in marketing communication .......................................................................... 78
11.2 Rules of thumb .......................................................................................................................... 78
11.3 Unethical practices .................................................................................................................... 79
11.4 Regulation of communication practices.................................................................................... 80
11.5 Exam question ........................................................................................................................... 81
12 Digital communication, marketing & social media ............................................................ 81
12.1 Introduction ............................................................................................................................... 81
12.2 Relevance of online communication & digital marketing ......................................................... 82
12.2.1 Evolution of online communication & digital marketing .............................................. 82
12.2.2 The digital world in 2020 ............................................................................................... 86
12.3 Added value of online communication & digital marketing ..................................................... 98
12.3.1 It’s new .......................................................................................................................... 98
12.3.2 Addressability & customization: the age of the consumer ......................................... 105
12.3.3 Two-way continuous interaction................................................................................. 105
12.3.4 Integration of multimedia ........................................................................................... 108
Table of contents
, 5
12.4 Advertising with digital & mobile gaming ............................................................................... 108
12.4.1 Advergames ................................................................................................................. 108
12.4.2 Effect of gaming on behavior ...................................................................................... 109
13 Digital Communication II ................................................................................................111
13.1 Digital communication channel: social media ......................................................................... 111
13.1.1 Web 2.0 ....................................................................................................................... 111
13.1.2 Using social media for branding .................................................................................. 112
13.1.3 Social media for branding............................................................................................ 113
13.1.4 Social media & viral marketing .................................................................................... 114
13.1.5 Concern: Negative Word Of Mouth (NWOM) ............................................................. 114
13.2 Sending information: how to go viral? .................................................................................... 115
13.2.1 Word of mouth ............................................................................................................ 115
13.2.2 6 STEPPS to viralness ................................................................................................... 116
13.3 Receiving information ............................................................................................................. 124
13.3.1 Database marketing .................................................................................................... 124
13.3.2 How to listen to your customer? ................................................................................. 125
13.4 How to respond to information?............................................................................................. 137
13.4.1 Human voice in messages ........................................................................................... 137
13.4.2 A well managed opinion community........................................................................... 137
13.5 Summary.................................................................................................................................. 138
13.6 Exam questions........................................................................................................................ 138
13.6.1 Knowledge ................................................................................................................... 138
13.6.2 Insight .......................................................................................................................... 138
13.6.3 Application................................................................................................................... 139
Table of contents
, 6
1 Integrated marketing communications
1.1 Introduction
1.1.1 Marketing
Marketing: The process of planning and executing the conception, pricing, promotion an distribution
of ideas, goods and services to create and exchange value and satisfy individual and organizational
objectives
• Using: Retailmanagement and sales channels, marketing planning, buying behavior, market
research and marketing communication
1.1.2 Instruments of the marketing mix
Figure 1: The marketing mix
Product
• Core product: Benefit that is being marketed
• Tangible product: Core product translated into design, packaging,…
• Augmented product: Gives the tangible product more value (e.g.: service, delivery,...)
Price
• List price: official price (discounts can be used)
• Price cuts: can attract more customers
o But: can influence a brand negatively
Distribution: process of bringing the product from the organization to the customer
• Selection of retailers, assortment,…
Integrated marketing communications
