Download 12. Marketing Communication Anything and Everything is an Ad

Anything and Everything is an Ad.
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Example: BMW’s “Let’s motor” campaign.
Example: Burger King’s “Have it your way.”
12. Marketing Communication
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Burger King’s Subservient
Chicken Microsite
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Whopper Freakout Commercial
Have it your way.
Viral Marketing
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Environmental Trends and
Change in Promotion Strategies
Outline
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Changes in Communication Environment
Communication process
Develop effective Communication
Design the Message
Creative Strategy
Establish the Communication Mix
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More Developments1
The growth and development of data mining.
 Target consumer through various directmarketing methods.
More intensive price competition and the increase in
retailers’ power (consolidation and scanner data).
 Shift the promotion focus from advertising to
sales promotion.
 The promotion expenditures in 2007:
Trade promotion (60%),  7% in 6 years;
Consumer promotion (14%)
Advertising (26%), down from 42% twenty years
ago
Shan-Yu Chou
Markets are more fragmented;
Consumer viewing habits become more diverse and
media are more fragmented;
The growth of targeted media vehicles.
 Marketers use less mass media and more targeted
media.
The improvements in the quality and quantity of
consumer information due to information technology;
1Neff,
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Jack (2005), Advertising age, July 11, 2005.
P&G shuttered its Reflect.com customized beauty site.
The Internet seems to reemerge as a credible ad
medium.
Unilever tripled its online spending to $17.6 (3% of
media budget) million.
The Internet evolves into a mass medium (in addition
to a tool for relationship marketing), at least for maleoriented-product launches.
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The Shifting Marketing
Communications Model
Marketing
Communications Mix
Less broadcasting and more
narrowcasting
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Advertisers are shifting budgets away from
network television to more targeted costeffective, interactive, and engaging media
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Advertising
Sales Promotion
Public Relations and Publicity
Personal Selling
Direct and Interactive Marketing
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Integrated Marketing
Communications
The Difference among
Various Tools
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•
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•
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Customization
One-way or Two-way
Controllable or not
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Haagen-Dazs Loves
Honey Bees
Brand Positioning
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Attributes
Benefits
Values
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Slide
17-2
Figure
17.1
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The Communication
Process
Effective Communication
(Fiske & Hartley)
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Source
Encodes
Message
Receives
Decodes
Message
Source Transmits
Message via Medium
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Receiver Provides
Feedback to Source
Irwin/McGraw-Hill
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?The McGraw-Hill Companies, Inc., 1998
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Source: powerful or influential; with expertise or
high likability
Message: consistent with audience’s beliefs
Peripheral issues
Social context
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Developing Effective Communications
• 確定目標聽眾 Identifying the Target Audience
Figure 19.2: Steps in
Developing Effective
Communication
Image Analysis
• 決定溝通目標 Determining the Communication Objectives
Three kinds of responses from the target audience:
-認知Cognitive (learn)
-情感Affective (feel)
-行為Behavioral (do)
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Figure 19.3: Familiarity-Favorability
Analysis
Identify the Target Audience
– Image analysis
• Familiarity scale
• Favorability scale
Never
Heard of
Very
Unfavorable
Heard of
Only
Somewhat
Unfavorable
Know a
Little Bit
Know a Fair
Amount
Indifferent
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Somewhat
Favorable
Know Very
Well
Very
favorable
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Slide
17-1
Table
17.1
Some Strategic Goals of
Marketing Communications
Strategic Goal
"Hierarchy-of-Effects" Model
Description
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Create awareness
Inform markets about products, brands, stores or
organizations.
Build positive
images
Develop positive evaluations in people　minds
about products, brands, stores or organizations.
Identify prospects
Find out the names, addresses and possible needs
of potential buyers.
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Build channel
relationships
Retain customers
Increase cooperation among channel members.
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Irwin/McGraw-Hill
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Awareness
Knowledge
Liking
Preference
Conviction
Purchase
Create value for customers, satisfy their wants and
needs, and earn their loyalty.
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?The McGraw-Hill Companies, Inc., 1998
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The Objective of this
Advertisement?
訊息決策
Design the Message
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Content
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Structure
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Source
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Slide
17-3
Figure
17.2
The AIDA Model
Message Content
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Marketing
Communications
Positive or negative?
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Attention
Irwin/McGraw-Hill
Rational Appeals
Emotional Appeals
Interest
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Desire
Action
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?The McGraw-Hill Companies, Inc., 1998
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Creative Strategy
Message Structure
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• Conclusion-drawing or not?
• One-sided or two-sided?
• The order of arguments presented
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Moral Appeals
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Informational appeals
Transformational appeals
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Positive and Negative Appeals
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Communication Channels
Fear
Guilt
Shame
Humor
Love
Pride
Joy
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Personal
 Advocate
channels
 Social channels
 Expert channels
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 Media
 Events
 Atmospheres
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Stimulating
Personal Influence Channels
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Nonpersonal
Communication Budgets
Identify influential individuals and devote extra
attention to them
Create opinion leaders
Use community influentials in testimonial
advertising
Develop advertising with high “conversation value”
Develop WOM referral channels
Establish an electronic forum
Use viral marketing
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Affordable Method
Percentage-of-Sales Method
Competitive-Parity Method
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Comparing the Elements
of the Communications Mix
Slide
17-5
Establishing the Promotion Mix
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Advertising
廣告 (Advertising )
促銷 (Sales Promotion)
公共關係與宣傳報導(Public Relations and
Publicity )
人員推銷 (Personal Selling)
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Sales
Promotion
Publicity
Communications Mode
One-Way
Two-Way
One-Way
One-Way
Marketer Control Over
Message
High
Medium-High
High
Low
Long Term, Ongoing Activity
Yes
Yes
No
No
Considered an Unbiased
Source
No
No
No
Yes
Message can be Customized
for each Customer
No
Yes
No
No
Short Term Focus
No
No
Yes
No
Cost per Contact
Low
High
Varies
Overall Cost
High
Low
Varies
No Direct
Cost
No Direct
Cost
Irwin/McGraw-Hill
Slide
17-7
Communication Mix:
Factors to consider:
Personal
Selling
Figure
17.3
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?The McGraw-Hill Companies, Inc., 1998
Two Marketing Communications
Approaches
Push Strategy
-產品類型(Type of Product)
Producer
Marketing
Communications
Resellers
Marketing
Communications
End Users
-推式或拉式策略(Push vs. Pull strategy)
Pull Strategy
-購買準備階段(Buyer readiness stage)
Marketing Communications
-產品生命週期階段(Product Life Cycle)
Producer
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Irwin/McGraw-Hill
Request
Products
Resellers
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Request
Products
End Users
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?The McGraw-Hill Companies, Inc., 1998
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Coordinating Media to
Build Brand Equity
Weak Brand Links
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Problem: Weak Brand Links
 Solution: Strengthening Communication
Effects
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Strengthening Communication
Effects
Competitive Clutter
Message content and structure
Consumer involvement
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Got Milk Campaign
Brand Signatures
 Ad Retrieval Cues
 Media Interactions
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The milk
moustache
campaign changed
attitudes toward
milk.
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Got Milk Campaign
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