Marketing Communications
Chapter 5 – Marketing Communications: Strategy and Planning
Case – The London Olympics – a strategic success
Page 150-151
Introduction
Strategy can be considered in various ways and at different levels, however, it is useful to
appreciate the dimensions of the concept. It encompasses the design, implementation and
evaluation of a course of action which leads to the satisfaction or achievement of previously set
objectives (strategy, objectives, tactics and implementation).
Marketing communications strategies
The approach to MC strategy has been founded upon the configuration of the promotional mix.
The inside-out approach is resource-driven: a production rather than a market orientation.
Market orientation to strategy requires a consideration of the needs of the audience, then
determination of the messages, media and disciplines necessary. Many organisations do not
develop and implement a communications strategy or IMC, but not always communications
strategies.
Little agreement on what constitutes corporate communications and market communications
strategies: different interpretations as:
Position
Audience
Platform
Configuration/pattern
These are not to be considered discrete or exclusive, they can be observed within the others.
MC strategy interpretation 1: Positioning strategies
Prescribed and measurable goals. Three main activities (STP):
Segmentation:
Context within which strategic business units and products are offered. The division of a mass
market into identifiable and distinct groups, with common characteristics and needs and
displays responses to marketing actions. A company with limited resources needs to pick only
the best opportunities to pursue. A product is unlikely to meet the needs of all customers in a
mass market.
Target market selection:
Target markets represent the best marketing potential and require that resources are
concentrated on these markets. The characteristics should shape an audience-centered MC
strategy. Consider the audience on an emotional journey with four states:
The actual self: Who where are on a day-to-day basis.
Worry state
Fantasy state
Idealized self: The person we would like to be/strive to become.
Chapter 5 – Marketing Communications: Strategy and Planning
Case – The London Olympics – a strategic success
Page 150-151
Introduction
Strategy can be considered in various ways and at different levels, however, it is useful to
appreciate the dimensions of the concept. It encompasses the design, implementation and
evaluation of a course of action which leads to the satisfaction or achievement of previously set
objectives (strategy, objectives, tactics and implementation).
Marketing communications strategies
The approach to MC strategy has been founded upon the configuration of the promotional mix.
The inside-out approach is resource-driven: a production rather than a market orientation.
Market orientation to strategy requires a consideration of the needs of the audience, then
determination of the messages, media and disciplines necessary. Many organisations do not
develop and implement a communications strategy or IMC, but not always communications
strategies.
Little agreement on what constitutes corporate communications and market communications
strategies: different interpretations as:
Position
Audience
Platform
Configuration/pattern
These are not to be considered discrete or exclusive, they can be observed within the others.
MC strategy interpretation 1: Positioning strategies
Prescribed and measurable goals. Three main activities (STP):
Segmentation:
Context within which strategic business units and products are offered. The division of a mass
market into identifiable and distinct groups, with common characteristics and needs and
displays responses to marketing actions. A company with limited resources needs to pick only
the best opportunities to pursue. A product is unlikely to meet the needs of all customers in a
mass market.
Target market selection:
Target markets represent the best marketing potential and require that resources are
concentrated on these markets. The characteristics should shape an audience-centered MC
strategy. Consider the audience on an emotional journey with four states:
The actual self: Who where are on a day-to-day basis.
Worry state
Fantasy state
Idealized self: The person we would like to be/strive to become.
