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Comprehensive
Revision
MARKETING COMMUNICATIONS
“I’d rather solve one problem using one
thousand methods than try to solve one
thousand problems using one method…”
- Rene Descartes
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
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
Marcommix
Advertising
PR/ direct
Sales promo
Roles of marketing communications

Differentiate

Remind and reassure

Inform

Persuade
DRIP
(Chris Fill)
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)
A simple communication model
Buyer Behaviour
Key first step in developing a marketing strategy
is understanding the target market and their
buying behaviour

Who is the buyer?

Why do they buy?

How, when and where do they buy?
Advertising and promoting to individuals in role:

To initiators – to make them aware of the category
need and propose our brand as a possible
purchase candidate

To influencers – to communicate the reasons they
should communicate our brand

To deciders – to persuade them to select our
brand

To purchasers – to “lock in” the selection of our
brand

To users – to ensure that they actually use and,
perhaps more rapidly use our brand
High and Low involvement Decision
Process
High
High involvement decision
Spend lots of effort on expensive,
personal or emotion-laden
products e.g. cars
Low involvement decision
Acquiring products purchased regularly
e.g. milk
Low
Hierarchy of Effects models
Model
Cognitive
Affective
Conative
AIDA
Attention
Interest, desire
Action
AIDCA
Attention
Interest, desire,
conviction
Action
ACCA (or
DAGMAR)
Awareness,
comprehension
Conviction
Action
Lavidge and
Steiner
Awareness,
knowledge
Liking, preference,
conviction
Purchase
AIETA
Awareness
Interest, evaluation
Trial,
adoption
Budgets

Affordability

Percentage of sales

Competitive parity

Objective and task
Target Markets

Which segments?

Influencers?

Decision Makers?

Internal audiences?

Distribution chain audience?
Push v Pull strategy

Pulling the product through the distribution chain by creating
demand amongst customers e.g. via heavy advertising

Pushing the product through the distribution chain e.g. via dealer
incentives

Combination of push and pull
Product categories and marketing communication mix
Product Life Cycle stage

Introduction


Heavy promotion to create awareness
Growth
Increasing competition
 Create differentiation


Maturity
Maintain differentiation
 Nurture segments e.g. heavy users


Decline

Rejuvenate or re-position
What is Positioning?
The act of designing the company’s image and value
offer so that the target customers understand and
appreciate what the company stands for in relation to its
competitors.
P Kotler
The Key Output of Positioning:
Positioning Statement
“For _______________ , the _________________ offers
[Highest Ranked Segment
[Product Family Name]
_________________________________________ because
[Highest Weighted Benefit]
________________________________________________. ”
[Competitive advantage company possesses]
Positioning Statement Examples
EXAMPLE : AVIS
“For business people who rent cars, Avis is the company who will provide
the best service because the employees own the company.”
EXAMPLE : HOME DEPOT
“For do-it-yourselfers, Home Depot offers the best prices because we are
the largest building supply company.”
EXAMPLE : BODY SHOP
“For people seeking wellness, the Body Shop offers the most natural bath
and cosmetic products because we are the most environmentally friendly
cosmetics company.”
EXAMPLE : SOUTHWEST AIRLINES
“For short-route travelers, Southwest Airlines offers the best prices with
reasonable and dependable service because we don’t charge customers for
amenities.”
A hard
sell
•Is an informational message that is designed to touch
the mind and create a response based on logic.
•The assumption is that the target audience wants
information and will make a rational product
decision
•The approach emphasizes tangible product features
A soft
sell
•Uses emotional appeals or images to create a
response based on attitudes, moods dreams and
feelings.
•The assumption is that the target audience has little
interest in undertaking an information search and will
respond more favorably to a message that touches
their emotions
Straightforward
•A factual or informational message conveys information
without any gimmicks, emotions, or special effects
Demonstration
•Focuses on how to use the product or what it can do for
you
Comparison
Slice of life
Endorsers
Teasers
•Contrasts two or more products and finds that the
advertisers brand is superior
•An elaborate version of problem solution staged in the
form of drama
•Use of celebrities or characters
•Mystery ads that don’t identify the product or don’t
deliver enough information to make sense
Brand awareness
What is it?
Who is it for?
Category
need
User
What does it offer?
Brand
Benefits
Brand attitude
John R. Rossiter, Larry Percy, Advertising Communications & Promotion Management, 1998, McGraw Hill
Conveyo
r
Product
representation
Attribute
prompt
Thank you for your attention
and good luck in the exam!