DIRECT MARKETING COMMUNICATIONS Week 1

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DIRECT MARKETING COMMUNICATIONSWeek 1

• MKT306J2

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• The Management process responsible for
  identifying, anticipating and satisfying customer
  requirements profitability.
• The Chartered Institute of Marketing

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• Marketing Communication is the element of the
  marketing mix used to showcase important features
  of the other three to increase the odds the
  consumer will buy a product.

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INTEGRATED MARKETING COMMUNICATION

• The practice of unifying all marketing
  communication tools - from advertising the
  packaging - to send target audiences a
  consistent, persuasive message that promotes
  company goals.
• Burnett Moriarity 1999

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MARKETING COMMUNICATION TOOLS

• Selling
• Advertising
• Sales Promotion
• Direct Marketing
• Public Relations
• Sponsorship
• Exhibitions
• Corporate Identity
• Packaging
• Point of sale merchandising
• Word of mouth

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• Advertising Any paid form of communication by
  an identified sponsor that promotes ideas, goods
  or services. Most advertising messages are
  tailored to a group and use mass media such as
  radio, television, newspapers and magazines.
• Public Relations A co-ordinated idea to create
  a favourable product image in the mind of the
  public by supporting certain activities or
  programmes, publishing commercially significant
  news in a widely circulated medium, or obtaining
  favourable publicity on radio, television, or
  stage that is not paid for by the company selling
  the product.

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• Direct Marketing An interactive system of
  marketing that allows the consumer to access
  information purchase the product through a
  variety of media or both, e.g. direct mail,
  catalogues and online catalogue services.
• Personal Selling An interpersonal
  communication with one or more prospective buyers
  for the sake of making sales. E.g. sales calls
  to a business by a field representative, instore
  assistant, telephone sales call.

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• Sales Promotion Marketing activities that add
  to the basic value of the product or service for
  a limited time and directly stimulate consumer
  purchasing, the co-operation of distributors, or
  the efforts of the sales force.

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The relative effectiveness of the tools of the
promotional mix
Direct response Advertising (certain
products/situations)
PR Sales Promotion Personal Selling
Level of Effectiveness
Awareness Interest
Conviction Purchase Post-purchase behaviour
behaviour
Purchase decision process
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A linear model of communication (Source based
on Schramm, 1955 and Shannon Weaver 1962)
Realm of understanding
Sender or source
Encoding
Signal or message
Noise
Realm of understanding
Decoding
Feedback
Destination or receiver
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• Source Individual or organisation sending the
  message.
• Encoding Transferring the intended message into
  a symbolic style that can be transmitted.
• Signal Transmission of the message using the
  chosen media
• Decoding Understanding the symbolic style of the
  message in order to understand the message.
• Receiver The individual or organisation
  receiving the message.
• Feedback The receivers communication back to
  the source on receipt of the message.
• Noise Distortion of the communication process,
  making it difficult for the receiver to
  interpret the message as intended by the source.

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TYPES OF NOISE

• Social Personality/Culture
• Psychological Emotional State
• Technical Incomplete form
• Physical Background environment

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DIRECT MARKETING COMMUNICATIONSProduct Adoption
Process
Awareness
Interest
Evaluation
Trial
Adoption
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DIRECT MARKETING
Data-based direct marketing is an
information-driven, relational marketing
process that takes place in the context of
concern for the privacy of customer data
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SPECIAL COMPETENCIES OF DIRECT MARKETING

• PRECISION TARGETING
• PERSONALISATION
• CALLS FOR IMMEDIATE ACTION
• INVISABLE STRATEGIES
• MEASURABLE