Download Topic 10: Marketing Communications Strategies

West, Ford & Ibrahim: Strategic
Marketing 2e
Topic 10: Marketing
Communications Strategies
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1
Structure
A. INTRODUCTION
1. Overview and Strategy Blueprint
2. Marketing Strategy: Analysis &
perspectives
C. WHERE DO WE WANT TO BE?
B. WHERE ARE WE NOW?
3. Environmental & Internal Analysis:
Market Information & Intelligence
4. Strategic Marketing Decisions,
Choices & Mistakes
5. Segmentation, Targeting
& Positioning Strategies
6. Branding Strategies
7. Relational & Sustainability
Strategies
D. HOW WILL WE GET THERE?
E. DID WE GET THERE?
14. Strategy Implementation, Control
& Metrics
8. Product Innovation & Development
Strategies
9. Service Marketing Strategies
10. Pricing & Distribution
11. Marketing Communications
12. E-Marketing Strategies
13. Social and Ethical Strategies
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Learning Objectives
 Assess where marketing communications sits within
overall marketing strategy.
 Examine the key elements in the MARCOMS
process.
 Provide a strategic view of MARCOMS with a focus
on the creative brief.
 Assess the key issues in media choice and use.
 Review the operational issues in implementing a
MARCOMS strategy.
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Chapter at a Glance
•
•
•
•
•
•
•
IMC
SHIFT FROM PUSH TO PULL
MARCOMS STRATEGIC PROCESS
MEDIA STRATEGY
OPERATIONS
FREQUENCY
INTERNATIONAL
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Introduction
• MARCOMS are central to Porter’s generic cost-differentiation focus
strategies framework & refer to four central types of media:
–
–
–
–
Advertising
Direct marketing
PR
Sales promotions
• There are two layers to explore in using these four media in
MARCOMS strategy relating to:
– What the client wants to ‘say’
– ‘How’ you say it
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IMC Tools
Advertising
TV
Transport/
Outdoor
Direct
Press
Direct
Messages
Direct
Mail
Internet
Cinema
Radio
Internet
PR
Word-ofmouth
Personal
Selling
Sales Promotion
Point-ofpurchase
Sponsorship
Sales
Promotion
PR
Ambient
Buzz
Events
MPR
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Product
Placement
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Integration: Love Aga Campaign
Source: By permission of Aga Rangemaster Group plc
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MARCOMS & Cost
•
Short-run a client can spend money on MARCOMS to help
justify a price increase or increase volume, but this will only add
to costs
•
Medium to long-term MARCOMS can support price through
brand preference and provide some competitive protection for a
brand
•
Furthermore, increased volume can be encouraged by pointing
out new uses for the brand or by targeting new markets
•
Successful MARCOMS can lead to higher sales and in turn
economies of scale
•
MARCOMS can also directly reduce costs through replacing (or
increasing the efficiency) of an organisation’s routes to markets
and in reducing market research
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MARCOMS & Differentiation
• Central to spending on MARCOMS
• Despite the conventional wisdom that lots of products and services
are at parity, there are probably more differences in offerings today
than ever before
• If you take any consumer or business market, the amount of choice
is substantial and often impossible for buyers to cognitively process
• MARCOMS provides organisations with the possibility of
establishing their position with the market and asserting their
distinctiveness
• At heart all organisations, be they for or not-for profit, seek to
establish a point of difference
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IMC
“A concept of marketing communications planning that recognizes
the added value of a comprehensive plan that evaluates the
strategic roles of a variety of communications disciplines, e.g.,
general advertising, direct response, sales promotion and public
relations-and combines these disciplines to provide clarity,
consistency & maximum communications impact.”
The American Association of Advertising Agencies
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IMC Foundations
All elements of the marketing mix are coordinated
using push and pull techniques.
By focusing on a single message stronger
relationships are developed with consumers.
More focused and single-minded messages are
processed more effectively by consumers.
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I
M
P
A
C
T
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COI Big Drink Debate
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inThe
Trimester
Source: By permission
Central2-2014
Office of Information
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CrossCountry and Facebook
Source: By permission of CrossCountry Trains
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MARCOMS Strategic Process
Market Scan
AUDIT
Competitors
SWOT
STRATEGY
Objectives
Set Budget
Contingency
Target Market
Position
Creative Strategy
Media Strategy
OPERATIONS
Creative Execution
Media Execution
[Meet objectives]
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Measurement
[Fail to meet objectives]
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Expand the Problem to a Higher Level
•
Product Definition:
–
•
Performance Superiority:
–
•
Help brand matter to the consumer
Cultural Identification:
–
•
Solve a problem or better fulfill a desire
Emotional:
–
•
Make the central benefit salient (again?)
Make the brand part of consumer’s world
Paradigm Shift:
–
Alter the consumer’s definition of category
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Announcing a Launch
Source: By permission of The Manchester Airports Group
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Product Superiority: Club Med – More
Exclusive, More Inclusive
Source: By permission of Club Med UK
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Cultural Identification: Arriva Buses
Source: By permission of Arriva plc
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Network Q
Source: By permission of General Motors Corporation - Network Q
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The Task
Isolate, in a simple statement why the advertising
will have worked:
•Increase sales
•Generate leads
•Increase/maintain share
•Stop decline
•Justify price
•Announce/Launch
•Corporate reputation
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MARCOMS Measurement
Approach
Method
Objective
Type
Research prior to
development
• Focus groups
• Interviews
Discovery and
understanding
Qualitative
• Attention measures
• Little or no evaluation of the
effectiveness of final MARCOMS
Research during
development
• Concept testing
• Consumer panels
• Dummy media & copy
• Readability of copy
Discovery and
understanding
Qualitative
• Attention measures
• Little or no evaluation of the
effectiveness of final MARCOMS
Pre-testing
• Theatre/hall testing of
commercials
• Physiological tests e.g.
pupil dilation, eye tracking,
skin response, neurological
(e.g. EEG testing)
• Focus groups
Selection,
development,
evaluation,
comparisons
Qualitative
&
Quantitative
Attention & processing measures:
• Likeability of MARCOMS
• Attitude towards MARCOMS
• Credibility of MARCOMS
• Brand recall
• Brand recognition
• Brand benefit belief
• Brand attitude
• Brand purchase intention
Monitoring
• Continuous tracking &
testing
• Recognition tests
• Interviews
• Questionnaires
Development,
evaluation,
comparisons
Qualitative
&
Quantitative
Processing measures:
• MARCOMS Recall
• MARCOMS Recognition
• Brand recall
• Brand recognition
• Brand benefit belief
• Brand attitude
• Brand purchase intention
• Brand behaviour (purchasing)
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Measure
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Types of MARCOMS Objectives
• “Exposure message to ...”
• “Create 40% awareness amongst...”
• “Create attitude/opinion that...”
• “Increase preference amongst...”
• “Encourage trial amongst...”
• “Re-enforce loyalty amongst..”
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Exposure
• The desired level of frequency (OTS = Opportunity to
See) and coverage to achieve the advertising objectives
• Most agencies seek an average of 2-3 OTS’s amongst
the target market in order to give advertising a chance to
work
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Example: 4 Week Campaign
Objective
Post-Evaluation
• cover 60% of the mkt
• 4 OTS’s
• 52% Coverage
• 4 OTS’s
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Awareness
Spontaneous:
An open-ended question, “tell me of all the major
supermarkets that you have heard of...”
“Any more?”
“Is that all?”
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Prompted
“Which one or ones of the following supermarket
chains have you heard of?”
•
•
•
•
•
Tesco
Sainsbury’s
Waitrose
Asda
Jeffrey’s
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Final Evaluation
pre-campaign
objectives
post-campaign
Spontaneous
25%
31%
32%
Prompted
86%
88%
88%
[In this case the campaign would be said to be a success]
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Describe Who We’re Talking To
•
•
•
•
A person, not a “target”
Beyond reports - talk to customers
Paint a personal picture
What’s really important to them?
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Sources of a Proposition
•
•
•
•
•
•
•
•
•
•
•
•
•
•
Product characteristics
User characteristics
Ways of using the product
How product is made
Surprising points about the product
Price characteristics
Image characteristics
Satisfying psychological/physiological needs
Product heritage
Disadvantages of non-use
Direct comparisons with rivals
Product comparisons
Newsworthiness
Generic benefits
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What Proposition Will Do This?
• Specific core benefit brand delivers
• key emotion, reason or blend
• Keep it singular
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A good proposition
•
•
•
•
•
•
•
Gives Creatives an ‘angle’ or way in
Forces a strategic choice
Is single-minded not all encompassing
Is based on a truth (Rational or Emotional)
Is original, or expressed in an original way
Is liberating not limiting
Isn’t an end-line
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MARCOMS Overview
MEDIUM
DEFINITION
HORIZON
FORM
SCOPE
ADVERTISING
A paid for communication by an identified
sponsor with the aim of informing and
influencing one or more people.
The recording, analysis and tracking of
customers’ direct responses in order to
develop loyalty.
The formulation, execution and sustained
effort to establish and maintain
goodwill and mutual understanding and
reciprocal goodwill between an
organisation and its stakeholders.
Mainly long-term
TV, press, posters, radio, web,
cinema, digital, SMS.
Awareness, attitudes
Short and long-term
Mainly retention but also
acquisition
An incentive for the customer, sales force
or distributor to make an immediate
purchase.
Mainly short-term
Direct mail, DRTV & radio,
telemarketing, press, inserts,
leaflets, web, digital, SMS.
Community relations/CSR,
corporate advertising, crisis
management, events, internal
communications, investor
relations, media relations, public
affairs, lobbying, sponsorship,
web, digital.
Consumer: Coupons, contests,
trial, mail-in offers/refunds, group
promotions, self-liquidations, instore promotions, point-of-sale,
web, digital, SMS.
Trade: Dealer merchandise;
contests’ advertising, allowance,
trade allowance/ staff incentive,
web.
DIRECT
MARKETING
PR
SALES
PROMOTIONS
Short and long-term
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Credibility, visibility and
reputation
Consumer: Trial, re-trial,
extended trial, build
database
Trade: Gain a listing,
increase distribution,
increase inventory, improve
shelving space/position
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Media Scheduling
1. Reach
2. Creative Scope
3. Media History
4. Location
5. Distribution Channels
6. Budget
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Conclusion
• MARCOMS primarily consist of four media: advertising, direct
marketing, PR and sales promotions, which can be used in
marketing strategy either singularly or holistically with IMC
(Integrated Marketing Communications).
• While MARCOMS can enable organisations to reduce costs in
the medium to long-term, their main strategic use is in helping
to differentiate and position.
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