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Marketing Management 15th of June 2011 Communicating Customer Value Integrated Marketing Communications Strategy Steps in Developing Effective Marketing Communications • The following steps are followed in developing an effective integrated communications and promotion program. – Identifying the Target Audience – Determining the Communications Objectives – Design of the Message – Choosing the Media – Selecting the Message Source – Collating Feedback Identifying Target Audience • All marketing communication starts with a clear target audience • The audience may be existing users, potential buyers, influencers of buying decisions and those making decisions • These may be individuals, groups, special publics and general publics • The audience impacts on: – – – – – WHAT is said, HOW its said, WHEN its said, WHERE its said, WHO says the communication Determining Communication Objectives • What response do we seek? • Purchases are the result of a long decision-making process • Marketers need to know the stages of consumers and where to move them • Buyer-Readiness Stages: the stages consumers pass through on their way to making a purchase decision • These stages include awareness, knowledge, liking, preference, conviction and purchase • Superior value is always required in order for the purchased product to meet expectations • “Good Deeds followed by good words” Buyer-Readiness Stages Design of the Message • Desirable qualities of an effective message include AIDA – Attention, Interest, Desire and Action • Important to structure WHAT to say and HOW you say it – WHAT is the message content – HOW is the message structure and format • Designing of the message therefore has 3 sub components, namely: – Message Content – Message Structure – Message Format Design of the Message • Message Content: – Marketers utilise appeals or themes to produce desired responses – These can be emotional, moral, or rational themes and appeals – Rational: self-interest and shows the product’s desired benefits i.e. quality, economic, performance or value – Emotional: stir up positive or negative emotions to motive a purchase i.e. love, joy, fear, guilt and humour – Moral: sense of right standing or proper conduct i.e. social causes and aids Design of the Message • Message Structure – Marketers usually work utilising 3 structure issues • Draw a conclusion or leave it to the audience • Strongest arguments first or at the close • One-sided argument or two-sided argument – One-sided arguments work effectively in sales presentations or overcoming negative associations – Two-sided arguments can enhance credibility and make purchasers resistant to competitor attacks Design of the Message • Message Format – All detail of communication is important – In print adverts • Headlines, copy, illustration and colour • Novelty and contrast • Message shape, size, movements and position – On Radio • Words, sounds, voices – On Television • Facial expressions, body language, posture • Dress code, hairstyles – On average a judgement is passed after 90 seconds Choosing the Media • After design of the message a decision on the channels of communication is vital • Two types of communication channels, namely: personal and non-personal • Personal Communication Channels: channels through which two or more people communicate directly with each other – Includes face-to-face, telephonic, email • Some personal communication channels are directly controlled others not directly controlled by the company – Includes product advocates, guides, family, friends • Personal influence carries huge weight for expensive products and those risky Choosing the Media • In a low trust environment, recommendations are best form of influence • Trust in recommended products far exceeds trust in adverts • Opinion leaders are now utilised to attract others to trial and use products • Buzz Marketing: cultivating opinion leaders to spread information about a product or service in communities • Non Personal Communication Channel: Media which carries messages without personal contact or feedback – Includes major media, atmospheres and events – Major media: tv, radio, billboards, magazines, email, websites – Atmospheres: designed environments to create or reinforce leanings towards products i.e. lawyers, banks – Events: staged occurrences that communicate messages to target audiences Choosing the Media • Non personal communication affects buyers directly • Non personal communications may indirectly cause personal communications • Opinion leaders therefore step between mass media and their audiences – They carry the message to the less exposed people and target audience • Should marketers then focus their messages towards opinion leaders? • Non personal communication is sometimes used to replace or to stimulate personal communications – Endorsements and word-of-mouth testimonials Selecting the Message Source • How is the communication viewed? • Messages delivered by credible sources are more persuasive • Marketers get professionals to recommend their products • Marketers hire celebrities to endorse their products through their message delivery • Companies need to be careful when selecting celebrities – Brand alignment and value alignment is important • Brand and Celebrity arranged marriages can be extremely risky and cause embarrassments – Think Tiger Woods, Ryan Giggs, Anna Nicole Smith Collecting Feedback • The effects of messages on the target audience has to be researched • The following questions should be asked: – – – – – Do you remember the message How many times did you see it What do you recall in the message Feelings about the message Attitudes – past and present about the product • Behavioural results should also be measured: – Number of purchases gained – People who spoke about it – People who visited the store • Feedback creates a platform to alter the communications program or the product offering See you next time. Cheers Guys!