Module 3 – Market Oriented Strategic Planning

1
Marketing for MOSTModule 09 Marketing
Communication Strategies
??????????? ????? Ritsumeikan Asia Pacific
University ?? Takamoto, Akihiro ??? October, 2003
2
Module 09 Communication Strategies

• The fourth P
• Communication Process
• Designing and ManagingIntegrated Marketing
  Communications
• Identifying the Target Audience
• Determining the Communication Objectives
• Designing the Message
• Selecting the Communication Channels
• Establishing the Total Communication Budget

• Deciding on the Communication Mix
• Advertising
• Sales Promotion
• Public Relations and Publicity
• Personal Selling
• Direct Marketing
• Integrated Marketing Communications
• Keynesian Beauty Contest
• Discussion

3
1. The 4th P Promotion

• The 4th P Marketing Communication
• Communication is Who says What to Whom through
  Which Channel with What Effect.

4
2. Communication Process
5
2. Communication Process
6
3. Designing Managing Integrated Marketing
Communication

• Preparatory Stage
• Review the Marketing Objectives
• Review the Marketing Mix
• Review the Marketing Communications environment

7
3. Designing Managing Integrated Marketing
Communication

• Design Stage
• Identify the Target Audience
• Determine the Communications Objectives
• Design the Message
• Select the Communications Channels
• Establish the Total Communications budget
• Decide on the communication Mix

8
3. Designing Managing Integrated Marketing
Communication

• Implementation stage
• Measure the communications results
• Manage and Coordinate the Integrated marketing
  Communications process

9
4. Identifying the Target Audience

• Who is your target audience?
• There is More to seeing that meets the eyeball!

10
4. Identifying the Target Audience
Ref Betty Edwards, Drawing on the Artist Within
11
4. Identifying the Target Audience
Ref Betty Edwards, Drawing on the Artist Within
12
4. Identifying the Target Audience
Ref Betty Edwards, Drawing on the Artist Within
13
5. Determining the Communication Objectives

• A I D M A model
• Attention gtgt Interest gtgt Desire gtgt Memory gtgt
  Action

14
6. Designing the Message

• What to say (Message Content)
• Appeal theme, idea, or unique selling proposition
• Three types of appeals rational, emotional, and
  moral
• How to say it logically (message structure)
• How to say it symbolically (message format)
• Carefully choose words, sound, color
• Who should say it (message source)
• Credibility and trustworthiness

15
7. Selecting the Communications Channel

• Personal Communication Channels (advocates,
  experts, social channels0
• The power of word of mouth
• Non-personal Communication Channels
• Media (print, broadcast, electronic, display)
• Atmosphere
• events

16
8. Establishing the Total Communication Budget

• Percentage of Sales method
• Competitive Parity method
• Objective and Task method

17
9. Deciding on the Communications Mix
Advertising
DirectMarketing
Sales Promotion
Personal selling
Public relations Publicity
18
9. Deciding on the Communications Mix
Relative effectiveness of Communication Tools
Personal Selling
Relative Effectiveness
Unit Price
Low
High
Unit Price
Simple
Complicated
Unit Price
Large
Small
19
9. Deciding on the Communications Mix
Personal Selling
Relative Effectiveness
Unaware
Action
20
9. Deciding on the Communications Mix

• Communication Mix and Communication Objectives
• Consumers are seeking information
• Consumers are NOT seeking info

Increase awareness
Yellow Book
Personal Selling
Tactic adv.
Trade Adv.
Sales Promotion
Action
Strategic Image Adv.
Corporate Adv.
PR
21
9. Deciding on the Communications Mix

• PUSH OR PULL
• Do you like to PUSH
• Or to be PULLED

22
9. Deciding on the Communications Mix
PUSH Strategy
Producer
Wholesaler
Retailer
Consumer
PULL Strategy
Producer
Wholesaler
Retailer
Consumer
Flow of communication
Flow of product
Flow of order
23
10. Advertising

• Public Presentation
• Pervasiveness
• Amplified Expressiveness
• Impersonality
• Advertorial Advertsing Editorial
• Infomercial Information Commercial

24
10. Advertising Continued

• Advertising is any paid form of non-personal
  presentation and promotion of ideas, goods, or
  services by an identified sponsor.

Mission
Money
Measurement
Advertising
Media
Message
25
10. Advertising Continued
To Inform To Persuade To Remind
MISSION (Advertising Objective)
26
10. Advertising Continued

• What is your Target?

A I D M A
A I D M A
27
10. Advertising Continued

• DAGMAR not DAGGER!
• Defining Advertising Goals forMEASURED
  ADVERTISING RESULTS!
• (Russel H Colley)

28
10. Advertising Continued

• DAGMAR
• Advertising Goals are virtually always
  communication goals
• Goals should be written down
• Advertising should be measure in terms of effects
  not exposure
• Advertising operated through a hierarchy of
  communication effects

29
10. Advertising Continued

• DAGMAR
• Creative planning considerations should come
  before media decisions in the advertising
  planning process
• Benchmark measurements should be developed before
  the campaign is implemented.
• Specific criteria must be developed.

30
10. Advertising Continued

• The Colley DAGMAR Hierarchy of Communication
  effects

Marketing Forces (Moving people toward buying
action)
Unawareness
Awareness
Comprehension
Conviction
Action
Countervailing Forces
31
10. Advertising Continued

• Advertising Task Checklist
• This checklist is a thought starter in
  developing specific advertising objectives. It
  can be applied to a single ad, a years campaign
  for each product, or it can aid in developing a
  companys entire advertising philosophy among all
  those who create and approve advertising.
• Russel H Colley

32
10. Advertising Continued

• Advertising task checklist
• To what extent does the advertising aim at
  closing an immediate sale?
• Does the advertising aim at near-term sales by
  moving the prospect, step by step, closer to a
  sale ( so that when confronted with a buying
  situation the customer will ask for, reach for,
  or accept the advertised brand?)
• Does the advertising aim at building a long
  range consumer franchise?
• Specifically, how can advertising contribute
  towards increased sales?
• Does the advertising aim at some specific step
  which leads to a sale?

33
10. Advertising Continued

• Advertising task checklist - continued.
• How important are supplementary benefits of end
  use advertising?
• Is it a task of advertising to impart information
  needed to consummate sales an build customer
  satisfaction?
• To what extent does the advertising aim at
  building confidence and good will for the
  corporation?
• Specifically, what kind of images does the
  company wish to build?

34
10. Advertising Continued

• Advertising Creative Media
• Creative Copy Visual Sound

IDEA
IMPULSION
IMPACT
CREATIVE
INFORMATION
INTEREST
35
10. Advertising Continued

• Message execution styles
• Slice of Life
• Lifestyle
• Fantasy
• Mood or Image
• Musical
• Personality symbol
• Technical expertise
• Scientific Evidence
• Testimonial Evidence
• (by Philip Kotler)

36
10. Advertising Continued

• Twelve kinds of advertising executions
• By William M Weilbacher
• Factual straightforward Statement
• Factual Provocative or intriguing statement
• Product comparison
• Demonstration
• Still Life
• Metaphor imputed qualities
• Dramatization
• Spokesperson
• Testimonial
• Borrowed Interest
• Humor
• Hyperbole

37
11. Sales Promotion

• A diverse collection of incentive tools, mostly
  short-term, designed to stimulate quicker and or
  greater purchase of particular products/services
  by consumers or the trade.
• (Blattberg and Neslin)

38
11. Sales Promotion

• Consumer Promotion
• Samples, Coupons, Rebates
• Price Packs, Premiums
• Novelties, Specialty advertising items
• Contests, Sweepstakes, Games
• Trading stamps,
• Product warranties
• Tie- in promotions, cross promotions
• POP (Point of Purchase Displays)
• Trade Shows.

39
11. Sales Promotion

• Trade Promotion
• Price-off
• Allowance
• Free goods, deals
• Trade shows

40
11. Sales Promotion

• Sales Force Promotion
• Sales contests
• Sales meetings
• Sales incentives (bonuses)

41
12. Public relations and Publicity

• Press Relations
• Corporate Communications
• Events and Exhibitions
• Paid and unpaid publicity
• (advertorial, infomercial etc)

42
13. Personal Selling

• If you make a guy feel important, hell take his
  wallet out and say, Here, take what you want.
• (TWA Magazine)

43
14. Direct Marketing

• Direct Marketing is an interactive marketing
  system that uses one or more advertising media to
  effect a measurable response and / or
  transaction at any location.

44
14. Direct Marketing Continued

• One Step type and Two Step Type

message
2nd
1st
Direct Response Advertising
Prospective Customers
response
message
Direct mail Tele marketing
message
Objective Lead Generation i.e. Get responses
45
15. IMC (Integrated Marketing Communication)

• Maximize communications impact through
  consistent, seamless, and optimum integration of
  marketing communication mix.

DM
Customer
ADV
PS
PR
SP
46
15. IMC Continued

• Mass Marketing
• Customer Getting
• Transation
• Promotion
• Market share
• To Automate
• Management
• Cure
• Monologue

• One to One Marketing
• Customer Keeping
• Relationship
• Customer service
• Customer share
• To informate
• Empowerment
• Care
• Dialogue

47
15. IMC Continued

• Relationship Marketing

Buyer
Seller
Sales Department
Seller
Buyer
Buyer
Seller
48
15. IMC Continued
(Theodore Levitt, Marketing Imagination)
49
16. Keynesian Beauty Contest

• The reason it is called a beauty contest game is
  because of the strong resemblance it bears to the
  newspaper beauty contests discussed by John
  Maynard Keynes (a famous English Economist) some
  60 years ago - a collection of womens faces
  would be printed in the newspaper, and the object
  of the game was to pick the ones that would be
  rated prettiest. So one should not vote for the
  faces he or she truly thought were prettiest, or
  even the ones he or she thought most people would
  think were prettiest, but the ones that one
  thought most people would think that most most
  people would think were the prettiest, or even at
  higher orders.

50
Practice

• Choose a number of print ads or TV commercials
  and settle on the best three advertisements doing
  the Keynesian Beauty Content in your class.
• How do you interpret the outcome?

51
17. Discussion

• A) Read the students comments in the file
  COMMENTS.PDF. How do you respond to them?
• B) What are your own comments on the contents of
  this module?