Portions and Instructions of Market communication

L12 Course review, key topics for exam.

C19MC

Dr. Ian Grant

Lecture programme Lecture & Date

Topic and Lecturer Core Reading

1 14/1/20

Welcome and Introduction to Marketing Communications

Course Guidelines Fill & Turnbull, chapter 1-2

2 21/1/20

Communication theories and practices Fill & Turnbull, chapter 3-4

3 28/1/20

How might Marketing Communications work & Integrated Marketing Communications (IMC)

Fill & Turnbull, chapter 6; and 12

4 4/2/20

Marketing Communications Planning process; Message appeal

Fill & Turnbull, chapters 7, 8, 19

5 11/2/20

Planning: The Media plan: Media selection and scheduling Fill & Turnbull, chapter 20

6 18/2/20

Branding and Brand Communications Fill & Turnbull, chapter 11

7 25/2/20

Advertising and Public Relations Fill & Turnbull, chapters 13 and 14

8 3/3/20

Sponsorship and Direct Marketing (1) Sales Promotion, Brand Placement & Packaging (2)

Fill & Turnbull, chapters 15, 16, 17, 18

10/3/20 Digital Media and Marketing Interactivity Social, Search and other Interactive Media *Prov. Guest Lecture: Will Smith, Senior Analyst, 80 Days Digital. (subject to change)

Fill & Turnbull, chapter 21, 22

10 17/3/20

Evaluation and Metrics (GM) Fill & Turnbull, chapter 10

11 24/3/20

Marketing Communications in context: The ‘Brief‘ and Agency selection (GM) *Prov. Guest Speaker: Michael Hart, Creative Director, The Union Advertising Agency (subject to change)

Fill & Turnbull, chapter 9, 19.

12 31/03/18

Review Lecture (IB)

Exam

 You will be required to answer 2 essay style

questions from 5 options. .

 The topics will examine specific theoretical issues

that have been discussed during lectures, tutorials

and guided reading.

 Exam date 18th May 2020; exact timing TBC.

 You will have 24 hours to complete the

assignment from release of exam questions

 Exam will be a submission through online means

 Final details of exam submission procedure being

revised due to Coronavirus and will be published

shortly.

Word limits and quantity of information

 Maximum word limit is 1500 words PER question

 ‘No minimum BUT if you provide less than 1000

words it would be very difficult to provide enough

information to support a more informed work for

higher grading…but every word must be useful.

 Word limits DO include text in tables for this exam but

do not include lists of references at the end

 Please do not include any appendices

Topic One:

How Marketing Communications works

Lecture 2, Tutorial 2.

Fill and Turnbull (2019: Ch. 3,4,6

Topic One:

Figure 2.1 A linear model of communication Source: Based on Schramm (1955) and Shannon and Weaver (1962)

Linear Model of Communication

Encoding= Decoding?

Influencer model of communications

Interactional model of

communications

Symbolism

• Brand, products and services acts as a signalling

system (symbol) for personal meanings

(lived/mediated experience) and social meanings

• Meaning can be encoded by brand managers and is

decoded by consumers

• Consumer culture offers a richly symbolic

environment – consumer create their personal

“brandscape” from resources available

Movement of Meaning

How communication might work?

Five interpretations of how marketing communications might

work

Fill and Turnbull (2019)

Topic Two:

Integrated Marketing Communications (IMC)

Lecture 3 part 2, Tutorial 2.

Fill and Turnbull Ch. 12.

IMC: Definition

Integrated Marketing Communications recognizes the value of a comprehensive plan that evaluates the strategic roles of a variety of

communication disciplines advertising, public relations, personal selling, and sales promotion and combines them to provide clarity, consistency,

and maximum communication impact (and deriving added value)

AAAA definition based on Belch & Belch (2004

)

1. Deliberate and Proactive, not luck or fate

2. Each tool is considered in unison to support the brand, not in discrete isolation

3. Measured at the brand or corporate level (as reputation)

IMC: Strengths

 Sum of the whole greater than total

of individual components

 Targeted > greater media

efficiencies

 Dialogue

 Loyalty-building

 Measurable

IMC: 4E’s and 4 C’s

The 4Es:  Enhancing: improve; augment;

intensify

 Economical: not wasteful

 Efficient: doing things right

 Effective: doing the right things

The 4 C’s  Coherence: logically

connected

 Consistency: in

agreement, harmony

 Continuity: consistent

over time

 Complementary

coms: producing a

balanced whole

IMC’s underlying concepts

 Transactional to relational models of marketing

 Product focus to consumer-focused business and marketing

strategies

 Marketing on the basis of product features to providing

customer solutions and consumer benefits

 Emphasis on customer acquisition to customer retention

 Intuition/gut feel-based marketing to more fact-based

marketing

 From the 4Ps (product, price, place, promotion) of marketing to

the 4Cs (consumer, consumer costs, convenience,

communication) of IMC

 Advertising monologue to consumer dialogue

 Mass, shotgun messages to targeted communications

 Multiple, relevant, interactive, digital contact points and media

neutrality

 Attitudinal market research methods (e.g. brand recall,

awareness) to more behavioural and accountable measures.

Kliatchko’s IMC ‘Pillars’

Kliatchko 2008, p145

Elements of IMC pillars

Stakeholders

Internal and external

audiences

Relevant publics

Multiple markets

Aggregation

Content

Consumer insights

Messages and

incentives

Controlled/ uncontrolled

Marketer/

media-generated

Channels

Multiple channels

Contact points/ expanded view

Relevance/ preference

Above-the-line/ below-the-line

Results

Financial measurement

Accountability

Behaviour-based

measures

Customer valuation

Needs, wants,

behaviour, values

Database management

Audience-generated/ participatory media

Ethical considerations

Non-traditional

channels

New media/ digitisation

ROCI: income flows/returns

Wealth contribution

Long-term profitable

relationship

Media neutrality/

synergy

Dignity of the human person

Fragmentation/

proliferation

Simultaneous

media exposure

Foreground/ background media

Kliatchko 2008, p145

IMC: Applications Online

Internet

Search Engines

Social Media

Blogs/forumsEmail

Online video

Topic Three.

Comparing Advertising to other elements of the

Marketing Mix.

Lectures 7-8 , Fill and Turnbull 13-17.

- Advertising

- Public Relations

- Sponsorship

- Direct Marketing

- Sales Promotion

- Personal Selling

Defining advertising

“Advertising is a paid, non-personal

communication from an identified sponsor,

using mass media to persuade an audience” Richards and Curran (2002), cited by Fill and Turnbull, p. 362.

“Advertising is a paid, mediated from of communication from an identifiable

form of communication from an identifiable source, designed to persuade the

receiver to take some sort of action, now or in the future” Richards and Curran updated version

Role of advertising

 Engaging audiences

 Reaching large audiences with simple

messages

 DRIP? (Differentiate, Reinforce, Inform,

Persuade)

A typology for categorising evolving forms of online advertising and content

Campbell, Cohen and Ma (2014)

Advertising concepts and frameworks

 USP’s and ESP’s

 Emotional vs rational message strategies

 Practice based models – (Involvement,

salience, persuasion, SP)

 Strong vs weak theories

 FCB matrix

 Rossiter Percy Grid

Defining Public Relations

“The planned and sustained effort to establish

and maintain goodwill and mutual

understanding between an organisation and its

publics” IPR (Institute of Public Relations)

“The management of communication between

an organisation and its publics” Grunig and

Hunt, 1984

Range of publics: Stakeholder groups

PR objectives

 Create market environment- awareness, attitudes, behaviour

 Increase visibility/ share of voice

 Inform/ educate the customer

 Change attitudes

 Modify behaviour

 Influence the trade

 Support sales force

 Harness influential OL’s and OF’s

 Extend promotions

 Exploit sponsorship

 Manage issues

 Contain crises

How PR can assist marketing (Cutlip 1985)

 Publicising news and events relating to launch

 Promoting established products and services, making newsworthy

 Creating a favourable image of the corporation behind the product

 Arranging for public appearances

 Probing public opinion

 Focussing media attention

 Assistant in the debate on consumerism & marketing

Defining sponsorship

“A commercial activity in which one party

permits another an opportunity to exploit an

association with a target audience in return for

funds, services or resources” Fill and Turnbull (2016: 426)

“Highlights mutual benefits that can be gained

form partnerships”

Wide variety of sponsorship goals

 Enhance corporate image (Abratt and Grobler 1989)

 Add value to organisational

communications, increasingly goodwill

amongst opinion formers (Witcher et al 1991)

 Promote brand awareness (Hansen and Scotwin 1995)

 Build brand equity and gain affinity with

target audiences (Smith 1996)

 Inform customers of brand benefits – letting

them know where and how to obtain the

brand (Russell and Lane 1996)

Benefits for sponsoring organisation (Fill and Turnbull (2016: 425)

1. Raise visibility – to convey awareness based brand messages

2. Suggest association between sponsor and organisation – hence value

3. Perceive sponsor indirectly through third party – mitigate negative effects

of traditional ATL.

4. Provide sponsors with opportunity to blend variety of IMC tools – efficiency

5. Provide exclusivity – barrier to competitive entry

6. Allow access to sponsor’s talent/personalities for marketing purposes

7. Provide tickets/hospitality – enhance relationships with clients

8. Provide opportunities for co-branded products and services

9. Allow access to organisation's database

Topic Four:

Message Appeals and Creative Approaches

Lectures 4,11, Tutorial 7,

Fill and Turnbull Ch. 19.

The marketing communications

planning framework

(Fill & Turnbull)

Key elements:

 Context Analysis

 Communications objectives

 Marketing Communications

Strategy

 Coordinated Communications

mix  Includes Key message format and

appeal type

 Resources

 Scheduling and

Implementation

 Evaluation and Control

 Feedback

➢ Characteristics of

message source

➢ Credibility

 Level of Expertise,

Motives and Trust

Message source

Structural elements in a message

 Message balance

 Conclusion drawing

 One or two sided messages +

vs. -

 Order of Presentation

Types of message appeal

INFORMATIONAL: Factual, ‘Slice of Life’,

Demonstration, Comparative

EMOTIONAL: Humour, Fear- Hope, Sexual

What is creativity?

 A creative ad is perceived by the audience to be

novel and different and whose central message is

interpreted meaningfully by and connects with its

audience (Ang et al, 2007)

-divergence, novel/unique

-relevance and meaningful

- connectedness

Brand consultants, and advertisers such as Sorrell,

Saatchi & Saatchi and so on talk about the ‘emotional

glue’ that can link one to one, one to many.

Source: Derived from Smith et al. (2008).

Dimensions of creativity

Defining ‘the Creative Idea’

 Creativity needs to be aligned to the promise which is a proposition that signals assurance.

 A creative idea can be defined as an ‘original or imaginative thought designed to produce goal- directed and problem solving advertisements and commercials’ (Rossiter & Percy, 2000)

 An easily understood proposition which makes it possible to communicate a brand’s position in an original, attention-getting, but easy-to-catch way is the essence of the creative idea (De Pelsmacker et al, 2013)

Topic Five. Digital Media .

Lecture 9 Digital Media & Lecture 10

(specifically Digital Evaluation)

Fill and Turnbull Ch.21; Ch. 10 pp. 325-333.

Key Digital Marketing terms

Concept Definition Reference

Digital Marketing Achieving marketing objectives through applying

digital technologies

Chaffey & Ellis-Chadwick

(2012: 10)

E-Commerce All financial and informational electronically mediated

exchanges between an organisation.

Chaffey & Ellis-Chadwick

(2012: 20)

E-Business The application of information technologies Phillips (2003) cited in

Gay et al (2007: 5)

E-Marketing The use of the Internet and related digital information

and communication technologies to achieve marketing

objectives

Institute of Direct

Marketing cited in Gay et

al (2007:5)

Social Media

Marketing

The use of social networks, online communities, blogs,

wikis or any other online collaborative media for

marketing, sales, public relations and customer

service.

Barker et al (2013:3)

Social Marketing The application of marketing to encourage societal

change

Baines et al (2011:609)

Benefits of digital marketing – The 5 ‘S’s

Source: Chaffey and Smith, 2008

3 Dimensions of Interactivity Liu and Shrum (2002) cited in Bell and Taheri (2017)

Definition Digital example

Active control Voluntary and instrumental

action that directly influence

the controllers experience

Click through banner ads

2 way communication Implicit or explicit reciprocal

communication

Programmatic ads based on

previous search activity

(implicit)

On line chat with an

organisation rep.

(explicit)

Synchronicity Delay between sending a

message and receiving a

reply.

Digital almost immediate

Entering a search term and

instant response

Customisation of page

content

3 key online media types

Fill and Turnbull

(2019: 682)

Interactive media – Advertising formats

Figure 19.3 Elements of social media.

“A group of internet

based applications that

build on the ideological

and technological

foundations of Web 2.0

& that allow the creation

and exchange of UGC” Kaplan and Haelein (2010)

Focus on Social media

Kaplan and Haenlein (2010) – cited by Fill and Turnbull (2016: 635)

Classification of Social Media

Digital evaluation considerations

 Objectives? (and target audiences?):

cognitive, affective/emotional, conative/behavioural,

 Tools and Analytics?

• Online engagement

 Active-message creation, content sharing, commenting (

by quantity and quality)

 Passive- likes and viewing

Remember social influence also important

‘Building blocks’ of Social Media

Source: Based on Kietzmann et al. (2011).

Social Media strategies

Four ‘C’s (Kietzmann et al. (2011)  Cognise

 Understand social media landscape

 Congruity  Align with functionality and goals

 Curate  Policies in ‘who, when & why’ should listen

 Chase  Environmental scanning - check speed of conversations

& how information flows and effects both organisation and markets

Social Media metrics

Source: Moorman (2015). With permission from

Moorman (2015).

Good luck!

• Remember to plan and develop your own examples

• Look for citations to back up the points you wish to

make

• Critically examine concepts and frameworks

• Ensure you allow an equal amount of time and effort

for each question