MKTG 222 - Week 7

Communication by marketers that informs, persuades and reminds consumers of a product or to influence an opinion/response. 

Why?

• Increase consumer demand=Increase sales
• Remind consumers of the products and why they are special
• Attract new buyers
• Demonstrate the superior quality of product compared to a rival
• Create/reinforce the brand image
• Correct misleading media and resure conumsers after an incident
• Develop or adapt the postioning of the product
• Encourage stocking by retailers 

The co-ordination and intergration of all marketing communication tools, avenues and sources.

Constructs a coherent brand identity in the marketplace by tying together and reinforcing all of an organisations images and messages. 

The Process

• Awareness : influenced by advertising, promotion, branding etc.
• Availability : depends on distribution, price of commodities and physical handling
• Affordability : depends on pricing
• Acceptibility : influences by packaging and quality

• Clarity : positioning must be clear in terms of both target market and differential advantage.
• Consistency : to break through noise, a consistent method is required.
• Credibility : the differential advantage must be credible in the minds of the consumer
• Competitveness : differential advantage must be something of value to the customer

Above the line tools: promotions are visual/audio. e.g. TV, billboards, radio, print ads.

Below the line tools: tactile promotions. e.g. samples, coupons, loyalty programs

A paid form of non-personal presentation and promotion of ideas, good/services by an indentified sponser

The 5 m's of Adversiting 

Experimental Advertising

The premise of experiential marketing is to create a closer bond between the consumer and the brand by immersing them in a fun and memorable experience. 

E.g. Red bull's F1 team, highest recorded parachute jump. 

Characteristics of Experimental Marketing

Stratgic Experimental Modules (SEMS)

Sense : Differentaties companies/ adds value e.g. the smell at LUSH

Feel : Links with customers feelings/emotions e.g John Lewis chrismas add

Think : Creates cognitive thinking/problem solving

Act : Physical experiences, showing customers a different way of doing things 

Relate : individual/personal, relate the customer to a broader social system(culture) 

Advantages of Advertising

• Advertiser controls the message
• Cost effective to communicate with large audiences
• Effective way to create brand images and symbolic appeals
• An effective way to strike responsive chord with consumers

Disadvantages of Advertising

• High costs of producing and running
• Credibility problems and cosumers skepticism
• Clutter
• Difficulty in determining effectiveness.

Organisations communicate directly with target audiences to generate a resonse and/or transaction.

Methods include: direct mail, text messaging, database marketing, telemarketing, direct response ads (TV, Radio).

Pros

• Changes in society have made consumers receptive
• Allows us to target specific customers
• Messages can be customised for specific customers
• Effectiveness easy to measure

Cons

• Very low response rates
• Clutter
• Image problems- especially with telemarketing

Interactive media which allows for a two-way flow of communication where users can participate and modify the content of the information they recieve.

Pros:

• Can be used for lots of IMC functions
• Messages can be tailored for specific interests of customers
• Higher levels of involvement
• Provides large amount of information

Cons:

• Some consumers lack access
• Attention to internet ads very low
• Clutter
• Hard to measure audienc

If sales require a shock. Provides extra value/incentives to the sales force, distributors or consumers and can stimulate immediate sales. 

Consumers Oriented: in response to rising costs of advertising and clutter. Targeted to the users- coupons, sampling, contests.

Trade Oriented: response to competitor activities. Target towards relailers, wholesalers of distributors- promotion allowances, merchandise allowances, price deals, sales contests, trade shows. 

If sales require a shock. Provides extra value/incentives to the sales force, distributors or consumers and can stimulate immediate sales. 

Consumers Oriented: in response to rising costs of advertising and clutter. Targeted to the users- coupons, sampling, contests.

Trade Oriented: response to competitor activities. Target towards relailers, wholesalers of distributors- promotion allowances, merchandise allowances, price deals, sales contests, trade shows. 

Non-personal communication regarding an organisation, product/service or idea not directly paid for or run under indentified sponsorship. 

Methods

• News releases - stories sent to media who might print it
• Feature articles - stories composed for a particular medium
• Press confrences - meeting with invited reportors
• Special Events - sponsorships e.g. Happy Meal toys

Pros:

• Credibility 
• Low cost
• Leads to word-of-mouth

Cons:

• Not always in control
• Can be negative 

Direct person-to-person communication whereby a seller attempts to assist and/or persuade perspective buyers to purchase a product/service.

Pros:

• More flexible
• Talior messages
• More direct and immediate feedback
• Sales effects can be targeted to specific people

Cons:

• High costs per contact
• Expensive way to reach large audiences
• Difficult to deliver a consistent message to all customers.