Download Introduction Marketing Communications

Marketing Communications
Session 1:
Introduction
Reading Guide

“Marketing Insights from A to Z” by Philip Kotler

“Purple Cow” by Seth Godin

“The Tipping Point” by Malcolm Gladwell

“B2B Digital Marketing” by Michael Miller

“Marketing Communications: A Brand Narrative Approach”
by Micael Dahlen et al.

“Integrated Marketing Communications” (3e) by David
Pickton et al.
Assessment
In-module
 Individual assignment: in-class test
 Group presentation
25%
25%
End of module
 Report
50%
What is Marketing?
Marketing is the management process for
identifying, anticipating and satisfying
customer requirements profitably.
Chartered Institute of Marketing
What is Marketing?
Marketing is the distinguishing, the unique
function of business... It is the whole
business seen from the point of view of
the final result, that is, from the
customer’s point of view.
P. Drucker
What is Market?
A market consists of all the potential
customers sharing a particular need or
want who might be willing and able to
engage in exchange to satisfy that need or
want.
Kotler P.
Marketing Concept
Wants
Needs
Demands
Markets
Value
Exchanges
Value Creation and Delivery Sequence
Choose the value
Provide the value
Communicate the value
Kotler, 2006
Advertising
Sales promotions
Company
Products
Services
Prices
Events and
experiences
Distribution
channels
Target
customers
Public relations
Direct marketing
Personal selling
Source: Kotler, 2006, Marketing Management
Marketing Mix Decisions
Marketing Mix
Product mix
Design
Features
Packaging
Distribution mix
When
where
placing
Price mix
retail price
discounts
rebates
Marcom mix
Advertising
PR/ direct
Sales promo
Marketing communications

all the promotional elements of the
marketing mix which involve the
communications between an organisation
and its target audiences on all matters
that affect marketing performance
Why marketing communications
not promotions?
Roles of marketing communications
Differentiate
 Remind and reassure
 Inform
 Persuade

DRIP
(Chris Fill)
5 Main Tools of the Promotional Mix
- in no particular order
Advertising
 Public Relations
 Sales Promotion
 Direct Marketing
 Personal Selling

What is advertising?
Any paid form of non-personal
presentation and promotion of
ideas, goods or services by an
identified sponsor
Ms of advertising:
Mission(inform, persuade, remind, or reinforce)
 Message (communicate the brand’s distinctive value)
 Media (reach the target market cost-effectively)
 Money(reach,frequency, and impact decisions.)
 Measurement (premeasurement andpostmeasurement.)

What is Integrated Marketing
Communications (IMC)?
Integrated
To integrate
=
To combine
To desegregate
To find the total value of
IMC - Definitions

The concept under which a company
carefully integrates and co-ordinates its
many communications channels to deliver
a clear, consistent and compelling
message about the organisation and its
products
Kotler
IMC - Definitions

IMC is the integration of specialised
communications functions that previously
operated with varying degrees of
autonomy.
Pelsmacker et al.
IMC - Definitions

'one voice, one look and image across all
communications'
Belch & Belch
Opinions about IMC

The relevant issue in the whole IMC
discussion is the consumer point of view; the
consumer does not make a subtle difference
between advertising, sponsorship, direct
mailing, sales promotions, events or trade
fairs. To him or her, these are all very similar
and indistinguishable ways a company
employs to persuade the consumer to buy its
products.
Pelsmacker et al.
Opinions about IMC

For integrated marketing communications
more than one creative treatment message or image - may be used, but,
where more than a single treatment is
employed, they should be mutually
consistent.
Pickton & Broderick
Levels of Integration
1 Vertical Integration
 link Business (Corporate), Marketing and
Communications Objectives
2 Horizontal Integration
 link Marketing and Finance, HRM etc.
3 Marketing Integration
 link all marketing mix elements
4 Communications Integration
 link all promotional mix elements
5 Creative Integration
 unify creative themes across all communications
P R Smith (Strategic Marketing Communications)
Benefits:




Consistent messages
Better use of media
Operational efficiency
Other? Please think!
Any challenges?
Main questions in Marketing Communications

Where are we now?

Do we need marketing communications?

Who should receive the messages?

What should the messages say?

What image of the organisation/brand receivers are to form and
retain?

How much is to be spent establishing this new image?

How the messages are to be delivered?

What actions should the receivers take?

How to control the whole process once implemented?

Determining what was achieved?
Communications Theory



Good communication = good business
 helps an organization to thrive
 focused and cost effective
Poor communications = bad business
 can cost market share, jobs and survival
 can damage reputation and image
The communications process
 very complex
 various theories and models
All these in the next lecture…