Notesale: Turn your study into money

Document Preview

Extracts from the notes are below, to see the PDF you'll receive please use the links above

---

Integrated Marketing Communications

Defining marketing communications:
• It’s used to communicate elements of an organisations offering to its target
audience
...

• Marketing communications is concerned with engagement: the planned, integrated
and controlled dialogues with key target audiences to help achieve mutually
beneficial objectives
...


What does marketing communications do?
•
•
•
•

Communicate the marketing ‘offer’/USP to the target audience(s)
...

Reinforce previous positive brand experiences
Reassure consumers in the face of an impending or following a recent transaction

The ‘DRIP’ elements of Marketing communications –

D- Differentiate
R- Reinforce
I- Inform
P- Persuade
Fill (2002)

Marcoms (marketing communications can be used to achieve several cognitive and
behavioural changes:
•
•
•
•
•
•
•
•
•

Brand repositioning
...

Building credibility
...

Changing attribute priorities
...

Changing the perception of the competitor’s product
...

Using corporate branding to extend credibility
...

Little effort to achieve
consistency across
media channels

IMC OR MEDIA NEUTRAL
PLANNING:
Recognises that
consumers consume
messages in a fragmented,
multi-media environment
...


What is ‘IMC’?
•
•

•
•

The integration of specialised communication functions that have operated with
various degrees of autonomy
...
Badrinaravanan and McDonald (2005)
...
American Marketing Association (2009)
...
Kliatchko (2008)
...

The IMC process should start at the consumer and work backwards to the
communication
...

Synergy through the coordination of message and media is central
...


Key Elements in the Construction of an IMP Campaign:
1
...
Clear identification of expected outcomes
...
Construction of clear and unambiguous message
...
Creation of a coordinated, media-neutral campaign
...
Establishment of mechanisms for measurement and control,
6
...


Challenges with creating an IMC campaign:
• Unity of understanding
• Coordination issues
- Coordination of management
- Division of reward
- Unity of purpose between client and agency
• Measurement issues
Conclusion:

•
•
•
•

Marketing communication is more than the creation of sexy advertisements
...

The challenge of marketing communications is to use the tools in the
communications mix in a way that will achieve the communications objectives
...


What is communication?
• The process of establishing a commonness or oneness of thought between a
sender and receiver
...
Dahlen, Lange and Smith (2010)
...

• We interpret the world around us in the basis of cultural codes
...


The science of signs: semiology:
• Signs take the form of words, images, sounds, odours, flavours, actors or objects but
such things have no intrinsic meaning and become signs only when we invest them
with meaning
...

• Storytelling is a way of simplifying information
...

• Uses involvement at an intellectual and emotional level
...


What is an influencer?
• Individuals who accumulate a following on blogs and social media through textual
and visual narration of their personal, everyday lives
...


How to write a comms proposal:
• Corporate objectives
• Marketing objectives
• Media objectives
• Campaign objectives

Communication objectives

Structure of a communication plan:
• Context analysis – opportunities threats, market research, profile audience, identify
who you are going to target
...

Why segment?
Benefits for marketers:
• Improve knowlage of customers
• Identify sales products
• Improve marketing plan
• Improve accuracy and budgeting plan
• Marketing and sales activity may be more closely focused
• Smaller segments may be more easy to dominate
Benefits for consumers:
• Provided greater choice of products and or services
• Products and services more closely match needs of customers
...
2 key questions – ‘what is our client trying to
do?’ and ‘how can our communication help to do it?’
What communications can help with in the arts?
• Increase intended audiences knowledge and awareness of the theatre and its activity
• Increase intended audience awareness of the range of ways they can support the
theatre (sponsorship)
• Prompt action (buy tickets)
• Show wider social benefits
To formulate communications objectives, take each marketing objective in turn…
•
•

What do your communications need to do to achieve objectives? – raise awareness?
Prompt action? Stimulate a want or desire?
Who will you need to engage to achieve objective?

•
•
•

What will you want that audience to do? – awareness, interest, desire, action
How will you know you have succeeded?
Timeframe?

Advertising?
• To make an announcement in a public place or to describe or presents goods
publicly with view promoting sales
• Advertising isdefied as any activity that actively promotes, sells or influences attitude
and/or behaviour in the short or long term: the distinctive characteristic is that the
advertiser has paid money and expects a commercial return
...

Not a tool or technique in its own right – used a range of tools to deliver tailored
messages to a defined target audience
...
Sits under the umbrella of GPR
...
(Eagle, Dahl et al)
Strengths
☑ Can be highly targeted
☑ Can generate immediate
response
☑ Can be cost effective
☑ Response rates can be
monitored/relative effectiveness
measured
☑ Can be used to collect value

Digital platforms:
• Websites
• Social media
• Email and text
• Video sharing

Limitations
❌ Relatively limited reach
❌ Short term
❌ SP tactics can
undermine brand
position/values

•

Search engine optimisation

Search Engine:
• Search engine marketing (SEM) – advertisers pay each time they click on the link to
the website
• Search engine optimisation (SEO) – use a range of tactics to achieve higher ranks in
search engine results through a variety of tactics
...

•
•
•

RTB enables advertisers to decide for each individual ad slot and for each individual
user whether to display their ad or not and, if so how much they are willing to pay
for the respective ad impression (Bucklin and Sismeiro, 2009)
...

The more valuable the target customer the higher the individual cost
...
48 billion social media users world wide in 2019 in 2019 (9% increase) on 2018
• Facebook has 2
...
(Smart
Insights)
Online Video: YouTube and Tik Tok

User Generated Content (UGC)

Consumer Generated
Advertising (CGA)

Benefits of UGC and CGA:
o Consumers trust information and online
reviews from peers more than they do a
corporation
...


Email Marketing (Zhang, X
...
and Cosguner, K
...
& Brandi, W
...

• Affiliates are paid per conversion/sale
• Cookies track all activity and affiliates are rewarded if a customer makes a purchase
at a later date
...
744)

'An electronic form of word of mouth…a
critical extension of WOM, not just a
development’
(Cruz and Fill, 2008)

It is ‘informal, person to person
communication between a
perceived non-commercial
communicator and a receiver
regarding a brand, a product, an
organization or a service’ (Gvili
and Levy 2015, p
...
e

---