Task 2: 2500 word Marketing Communication tool evaluation report
vandchuchu
Lecture.zipLecture/ 1 IMC Intro - BB.ppt
Welcome
Lecture 1: An Introduction to Integrated Marketing Communications (IMC)
Lecture 1:
Introduction to Integrated Marketing Communications
Todays’ Lecture Outline
Aims of the module
Defining Integrated Marketing Communications (IMC)
The drivers for IMC
Implementing IMC in practice
The module assessment
Aims of the module
- To understand what is IMC
To be able to plan, develop and justify a relevant IMC strategy
To be able to plan, justify and design IMC tactical activities responding to a real-life brief
- Online and mobile content marketing, advertising, Public Relations
- Business to Consumer and Business to Business
Acquire professional skills for IMC in practice
An introduction to contemporary Integrated Marketing Communications (IMC)
Module Teaching Schedule
The taught element
Lectures offer a flavour of what the IMC communications environment looks like
Seminars encourage you to apply theories of IMC in practice
Consultancy sessions share your work in progress
Independent working outside the classroom
You are expected to read around the topic; Textbooks, current industry articles, marketing journals
Core texts can be accessed through the library.
Ongoing individual work and group work
Module Blackboard site
Familiarise yourself with it…
What is Marketing Communications?
"Marketing communications is a management process through which an organisation enters into dialogue with its various audiences." Fill 2011
“The means by which a supplier of goods, services, values and/or ideas represents itself to its target audience with the goal of stimulating dialogue, leading to better commercial or other relationships”.
Egan, 2015, p.4
“Marketing communications is an audience centred activity, designed to engage audiences and promote conversations." Fill & Turnbull, 2016, p.20
Source: Based on Schramm (1955) and Shannon and Weaver (1962)
In Fill and Turnbull, 2016, p41
Linear model of communications
Influencer model of communication
Fill, C. 2011 (in Fill, C 2016, p.47)
message source
Opinion leaders
Target Audience 1
Target Audience 2
opinion formers
Interactional model of communications
Fill, C. 2011 (in Fill, C 2016, p.49)
- Definitional developments over time….
- Not one consensus …
So what is Integrated Marketing Communications?
Integrated communications = using all communications tools in a unified way to create synergy (Semenik, 2002)
"One spirit, one voice, one look" (Kliatchko, 2005)
This fails to consider some factors such as consumer orientation (i.e. their needs) measurability, cost effectiveness (Kitchen & Schultz 1999)
It should account for internal as well as external communications (Berry, 1995, Kliatchko, 2005)
(Source: Egan, 2015 p294)
So what is Integrated Marketing Communications?
"IMC is a strategic business practice used to plan, develop, execute and evaluate co-ordinated, measurable, persuasive brand communications programmes over time with consumers, customers, prospects and other targeted relevant external and internal audiences"
Source: Schultz and Schultz, 1998
in Egan, 2015 p.295
An award winning example of IMC in practice
Source: World Advertising Research Centre (WARC) 2015
Scroll down
So what are the drivers for IMC?
Failing to plan, is planning to fail….
Planning Integrated marketing communications
Source: PR Smith’s SOSTAC® Model (in Cook, P.R. & Zook, Z, 2016. p.6)
Module Assessment = 100% coursework
References and further reading
Books
- Fill, C. (2011) Essentials of Marketing Communications.
Chapter 2, Introduction to the process of communications, p.40-
Chapter 5 Integration and Planning p.115 – 127
- Egan, J. (2015) Marketing Communications. Chapter 15 Integrated Marketing Communications p.294-304
- Fill and Turnbull (2016) Marketing Communications. Definitions of IMC p.336
- Smith, P., & Zook, Z. (2016). Marketing communications : Offline and online integration, engagement and analytics. SOSTAC plan, p.6
- Fill, C. (2011) Essentials of Marketing Communications, Chapter 5, Drivers for IMC, p117.
Market Research
- World Advertising Research Centre (WARC) How IRN-BRU owned Glasgow. 2015
Journal articles
- Kliatchko, J. (2005). Towards a new definition of integrated marketing communications (IMC). International Journal of Advertising, 24(1), 7-34.
- Kliatchko, J. (2009). IMC 20 Years After: A Second Look at IMC Definitions. International Journal Of Integrated Marketing Communications, 1(2), 7-12.
- Lucia, P., del Barrio-Garcia, S., & Kitchen, P. J. (2012). How Integrated Marketing Communications works? A theoretical review and analysis of its main drivers and effects. Journal of Marketing Communications , 25 (1), 313-348.
Lecture/ 2 Situation Analysis.pptx
Where are we now?
Welcome Lecture 2: Situation Analysis
Lecture 2: Situational Analysis
Todays’ Lecture Outline
What is Situation Analysis?
Communication Audit
Customer Analysis & Insight
Tools for Situational Analysis
Internal & External Situation Analysis
SWOT & PEST analysis
Source: Smith & Zook (2016)
Integrated marketing communications planning
Situation
"...where are you now, including the market, channels, segments, target markets, trends, competition, market share, position, current and previous campaigns, strengths and weaknesses, unique selling propositions (USPs), features and benefits of the brand and the organisation"
- Smith (2011, p.191)
Situational Analysis
Reviewing performance (e.g. sales, market share, profitability)
Comparisons with:
Previous years/periods
Competitors
Focus on communication, including:
Performance
Target markets
Positioning
Example: KIA
Communication Audit
Snapshot of the organisation’s current communication capacity & performance
Formal or Informal
Evaluative & Formative
Applied to specific project or whole organisation
Carried out in-house or by external expert/agency
Communications Audit
Adapted from: Egan (2015) and Duncan & Moriarty (1997)
Macro- and Micro- Environment Audits
Communications Strategy Audit
Communications Organisation Audit
Communications System Audit
Communications Productivity Audit
Communication Audit Cycle
Adapted from: Egan (2015) and Fill (2009)
Select research method
Evaluate past communications
Query customers & community
Query internal stake-holders
Define area(s) for audit
Conduct SWOT
Compile commun-ication plan
Competitor Bench-marking
Comparison of Potential Audit Methods
| Method | Time (Approx.) | Cost | Information Yield |
| Interviews | 30-60 mins. (each) | Moderate (time to conduct; analysis) | Qualitative; In-depth Data |
| Focus Groups | 1-2 hours (each) | Moderate (dependent on number) | Qualitative; In-depth Data |
| Surveys | 20-30 mins. (each) | Moderate | Standardised Data |
| Observation | Variable | Expensive (time) | Process Flow |
| Critical Incident Analysis | 20-30 mins. (each) | Inexpensive | Specific Examples of Practice/Process Flow |
| Network Analysis | 20-30 mins (each) | Expensive (analysis; software) | Process Flow/ Interaction and Integration |
| Document Review | None | Expensive (time) | Material; Message Evaluation |
Customer Analysis & Insight
Customer Analysis (what do we know about our customers?)
Who are they?
Why are they choosing us?
How do they interact with us?
Segmentation & Targeting
Are we segmenting our customers? Yes – are we doing this in the most effective way?
Are we targeting the right customers?
Is our communication mix appropriate for our target audience(s)?
Source: Fill (2009)
Situation Analysis: Stakeholder Mapping
POWER
INTEREST
Keep Satisfied
Manage Closely
Monitor
Stakeholder Map
Keep Informed
Stakeholder Mapping: UK Government
I
N
F
L
U
E
NC
E
INTEREST
Source: UK Cabinet Office (2014)
Situational Analysis: Tools
SWOT*
PEST*
* must be relevant to communications
...in communication terms!
Situation Analysis
Internal Analysis
Strengths
Weaknesses
External Analysis
Opportunities
Threats
Communications PEST
...in communication terms!
Communications PEST
Political
Economic
Social
Technological
References and Further Reading
Duncan, T. and Moriarty, S. (1997) Driving Brand Value: Using Inte- grated Marketing to Manage Profitable Stakeholder Relationships. McGraw-Hill.
Egan, J. (2015). Marketing Communications, Thomson. (Chapter 5).
Fill, C. (2009). Marketing Communications: Integrity, Communities and Content, (5th ed.). Prentice Hall (p.27-30; 310-311).
Fill, C. (2011). Essentials of Marketing Communications. Prentice Hall. (Chapter 1)
Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 15(2-3), p.139-155.
Murphy, B., Murphy, A., Woodall, S., & O’Hare, R. (1999). The stakeholder relationship audit: measuring the effectiveness of integrated marketing communications. Integrated Marketing Communications Research Journal, 5(1), 9-12.
Smith, P. R. & Zook, Z. E. (2016), Marketing Communications: offline and online integration, engagement and analytics. (6th ed.), Kogan Page.
Smith, P. R. & Zook, Z. E. (2011), Marketing Communications: Integrating Offline and Online with Social Media. Kogan Page.
UK Cabinet Office (2014). Stakeholder Map [online]. Available at: http://communication.cabinetoffice.gov.uk/ic-space/wp-content/uploads/2014/01/Stakeholder- map.pdf
Lecture/ 3 Objectives and Budgets.ppt
Welcome
Lecture 3: Setting Objectives and Budgets
Lecture 3:
Setting Objectives and budgets
Todays’ Lecture Outline
The relationship between business objectives, marketing objectives and marketing communications objectives
Why set SMART objectives?
How academic models can help in setting Marketing Communications objectives
Establishing budgets
Integrated marketing communications planning
Source: PR Smith’s SOSTAC® Model (in Cook, P.R. & Zook, Z, 2016. p.6)
Where do we want to get to?
Integrated Marketing Communications Planning
PR Smith and Zook (2016) p.277
Marketing Objectives
To increase sales of product x by 10% over the next 12 months
To increase market share by 5% over the next 12 months
To increase profitability by 10% over the next 2 years
(Source, Smith & Zook, 2016)
Marketing Communications
Objectives
So what is the role of marketing communications?
- To change peoples perceptions
- To create or build awareness among a target audience
- To position/reposition a product or a service
- To influence the target audience
- To generate sales (volume/revenue)
- To improve customer retention /repeat business
- To improve customer satisfaction
- To launch/re-launch a product or service
Why set marketing communications objectives?
A guide for decision making
Focus for the organisation
Provide direction for future activity
Means of communication and co-ordination
Marketing agency and the client are aligned
Provides a benchmark
Performance can be measured more accurately
Success or failure can be evaluated
(Source: Fill & Turnbull. (2016) p.187)
Setting Marketing communications
objectives: Response Hierarchy models
Interest
Comprehension
Abridged version: Source: Egan, J. (2015) p.42
| KNOWLEDGE | FEELING | MOTIVATION→ ACTION | |
| AIDA (Strong 1925) Awareness Interest Desire Action | Attention | Desire | Action |
| DAGMAR (Colley, 1961) Defining Advertising Goals for Measuring Advertising Results | Awareness | Conviction | Purchase |
| COGNITIVE | AFFECTIVE | CONATIVE |
Marketing Communications Objectives
Keep your message in mind
- Differentiate
- Remind
- Inform
- Persuade
Think of a key communications message for one of these brands, using relevant elements of DRIP
(Bowersox and Morash, 1989 in Fill 2011, p12)
Hard objectives
- Sales
- Market share gains
- Price sensitivity
- Customer loyalty
- Penetration
- Profit
Soft objectives
Brand awareness
Image
These soft objectives (if achieved) are not reliable predictors of consumer behaviour or hard effects (sales of profit gains)
BUT...
They impact upon the underlying long term patterns of consumer feelings, thoughts and associations about brands.
Source: IPA Databank: Models of Marketing Effectiveness overview (2008)
*
Marketing Communications objectives examples
- To increase awareness from 35% to 50% within 8 weeks of the campaign launch amongst 25-45 year old ABC1 women
- To reposition Guinness from an unfashionable, older mans drink, to a fashionable young person's drink over two years amongst all 25 - 45 year old male drinkers
- To position the service as the friendliest on the market within a 12 month period amongst 70% of budget hotel users
(Adapted from Smith & Zook (2016) p. 277)
Watch this video...
What do you think were the communications objectives?
Objectives
1. Ensure people knew HOW to perform the new technique.
2. Remove the fear and instil the confidence to act
3. Register mass awareness of the new 'Hands-only CPR' technique at a national level.
4. Save Lives.
British Heart Foundation: Vinnie Jones, Stayin' Alive and Hands Free CPR
Source: IPA (UK), Gold, IPA Effectiveness Awards, 2014
Downloaded from warc.com
Objectives
1. Ensure people knew HOW to perform the new technique.
X % will be able to perform the CPR technique by X date
2. Remove the fear and instil the confidence to act
X% will confident at performing the CPR technique by X date
3. Register mass awareness of the new 'Hands-only CPR' technique at a national level.
X% will be aware of the hands-only CPR campaign by X date
4. Save Lives.
An % increase or X number of additional lives will be saved from X year to X year
British Heart Foundation: Vinnie Jones, Stayin' Alive and Hands Free CPR
Source: IPA (UK), Gold, IPA Effectiveness Awards, 2014
Downloaded from warc.com
Media Objectives and Strategy:
Essential questions
What target audience should be reached by the media?
What is the message the advertising wishes to convey?
To what geographic market(s) should the message be directed?
How far into the target audience can the advertising reach? Given budgetary constraints?
(Source: Yeshin (2006) Advertising.
The importance of media Strategy p.333)
*
Media Objectives and Strategy:
Essential questions
With what frequency should the message reach the target audience during the campaign period?
At what times should the message reach the target audience? Are there any day, time or seasonality issues
What type of media provides the best match between the intended market and the target audience?
(Source: Yeshin (2006) Advertising.
The importance of media Strategy p.333)
Budgeting
Identifies relative costs of promotional activity
Maintains management discipline
Provides necessary resources over a time period
Sets parameters and guides action
Allocates responsibility
Facilitates cross functional co-ordination
Potentially a motivational framework
Crucial to managerial control and review
Budget setting
Top down (% sales or profit) combined
with estimates of the coming year
divided between communications tools
advertising, PR, Digital etc
Competitive-parity (match competitor spend)
Keeping check on competitors
May not reflect corporate objectives
Can quash creativity and differentiation
Bottom up (prediction based on revenue and costs over several years)
Allocated against specific objectives
Reliance on quality data analysis
Historic - what did we do last year? Plus or minus a bit...
(Solomon et al. (2013)
*
http://expenditurereport.warc.com/
Assignment Task 1
Sheffield City Council have given you £280,000 to spend over the next 12 months
to raise the tourism profile of Sheffield
TV advertising.....
http://www.itvmedia.co.uk/files/2514/5675/1084/ITV_Spot_Costs_-_2016.pdf
For example Magazine or Digital Media advertising.....
http://www.immediate.co.uk/brands/bbc-good-food-magazine/#advertising
References and further reading
Books
- Fill, C. (2011) Essentials of Marketing Communications. Marketing Communications Objectives, p105-108
- Egan, J. (2015) Marketing Communications. Chapter 5 Marketing Communications Planning. p100-113
- Fill and Turnbull (2016) Marketing Communications. Chapter 6. Marketing Communications objectives and positioning.
- Smith, P., & Zook, Z. (2016). Chapter 10. The Marketing Communications Plan, p.276 Objectives
- Solomon et al Marketing Real People Real Decisions 2nd ed (2013. Harlow, Pearson)
Market Research/ Case Studies
- World Advertising Research Centre (WARC) British Heart Foundation: Vinnie Jones, Stayin' Alive and Hands Free CPR
- World Advertising Research Centre (WARC) (2014) Premier Inn: Changing the face of budget hotels
- BRAD British Rate and Data
(Note: You will need the User Name: Sheffieldh Password: Brad)
*
*
*
Lecture/ 4 Strategy FINAL.pptx
How will you get there?
Welcome Lecture 4: Strategy
1
Lecture 4: Strategy
Todays’ Lecture Outline
Strategy: How do we get there?
Setting a meaningful strategy
Segmentation & Targeting
Positioning
Positioning & the Marketing Mix
Push and Pull Strategies
Strategic Approaches
Engagement Strategy
Tactics: Details of the Strategy – The Integrated Marketing Communication Mix
2
Integrated marketing communications planning
Source: PR Smith’s SOSTAC® Model (in Cook, P.R. & Zook, Z, 2016. p.6)
3
Fill (2009)
“Strategy is about the means, speed and methods by which organisations adapt to and influence their environments”
(Fill 2009, p.290)
4
Setting a meaningful strategy...
Aligning your strategy with your objectives...
| Objectives | Substantiation (informed by situation analysis or insight) | Strategy (to achieve goals) | KPIs (critical success factors) |
| Acquire 50,000 new online customers in the next 12 months at an average cost per acquisition of £30 with an average profitability of 5% | Growth forecast based on current sales of 40,000 sales per year, but with incremental sales arising from new affiliate programme and SEO development. | Start affiliate marketing programme and improve SEO. Existing media mix based on pay-per-click (PPC) and display advertising supported by offline media | Overall cost per acquisition for online sales. e.g. Increase in the number and % of sales. |
| Increase the average order value of online sales to £42 per customer in the next 18 months | Growth estimate based on current average order value of £35 plus model suggesting a 20% increase in the next 12 months | Use of new merchandising system to show users related ‘next best products’ for different product categories | & of site visitors responding to merchandising/cross-selling messages |
Source: Chaffery (2016)
5
Who is the target audience?
Positioning:
Understanding the organisations’ offering
“The way in which people interpret messages and frame objects in their mind” (Fill, 2009, p.293)
Marketing Communications Strategy
6
Segmentation
Adapted from Pickton & Broderick (2005)
7
Demographics
Age; Sex; Lifestage; Income; Occupation; Education; Religion; Ethnic Origin; Nationality
Geographics
Postcode; City/Town/Village/Rural; Coast or Inland; Region; Country or Continent; Population; Climate
Psychographics
Values; Attitudes; Motivations; Interest; Opinions; Hobbies (Lifestyle); Personality
Behavioural
Benefits Sought; Purchase Occasion; Purchase Behaviour; Usage; Perceptions & Beliefs
Mass Marketing versus Target Marketing
Targeting – which segment(s) of the market do we wish to focus on.
Targeting
8
Reinforcing your core proposition
Define your unique value proposition
Define your key messages for different audiences
Positioning
9
Providing differential value to customers through varying the marketing mix.
Positioning & the Marketing Mix
10
Push and Pull Strategy
11
Strategy as:
Plan
Ploy
Pattern
Position
Perspective
Strategic Approaches
Source: Mintzberg, Quinn & Ghoshal (1995) in Pickton & Broderick (2005, p. 426)
12
Generic
Pre-emptive
Unique Selling Proposition
Brand Image
Positioning
Resonance
Affective
Informational
Strategy Approaches (continued)
Source: Patti & Frazer (1988); Pickton & Broderick (2005)
13
To make the consumer aware
To inform the consumer
To educate the consumer
To excite the consumer
To action the consumer to buy
To change the consumer’s perceptions to buy
To improve the consumer’s loyalty
To get the consumer to buy
To keep the consumer happy
To reward the consumer
To stimulate
To get the consumer to respond
To make/fulfil a promise
To match competition
To beat the competition
Marketing Communications Strategies
Source: Pickton & Broderick (2005, p.418)
14
Engagement Strategy
Adapted from: Chaffery (2016)
Awareness
Purchase
Emotional
Rational
15
Entertain
Inspire
Educate
Convince
Integrated Marketing Communications Mix
Source: Egan (2015, p.19)
16
The Communication Strategy...
...should be:
Customer- not method or media-orientated.
Geared to the communication needs of the target audience.
DRIP can be used to suggest the strategy being pursued.
Fill (2009)
17
Differentiate
Reinforce
Inform
Persuade
References and Further Reading
Blythe, J., & Dawsonera. (2012). Chapter 4 – Segmentation, Targeting & Positioning, Essentials of marketing (5th ed.). Harlow: Pearson, p.74-81; 82-82.
Chaffey, D. (2016). How to integrate objectives and strategy when creating a marketing plan. [online]. Available at:http ://www.smartinsights.com/goal-setting-evaluation/goals-kpis/integrated-online-marketing-strategy-a-tool-for-integrating /
Dijkstra, M., Buijtels, H. E., & Van Raaij, W. F. (2005). Separate and joint effects of medium type on consumer responses: a comparison of television, print, and the Internet. Journal of Business Research, 58(3), 377-386.
Egan, J. (2015). Marketing Communications, Thomson. (Chapter 5).
Fill, C. (2009). Marketing Communications: Interactivity, Communications and Content. (5th ed.). Paperback, Prentice Hall.
Fill, C. (2011). Essentials of Marketing Communications. Prentice Hall. (Chapter 4)
Lane Keller, K. (2001). Mastering the marketing communications mix: Micro and macro perspectives on integrated marketing communication programs.
Mintzberg, H., Quinn, J. B. & Ghoshal, S. (1995). The Strategy Process (European Ed.), Prentice Hall
Patti, C. H., & Frazer, C. F. (1988). Advertising: A Decision Making Approach. Dryden Press.
Pickton, D. & Broderick, A. (2005). Integrated Marketing Communications (2nd ed.), Prentice Hall
18
Lecture/ 5 Advertising and Direct Marketing.pptx
Marketing Communications Tactics
Welcome Lecture 5: Advertising & Direct Marketing
Lecture 5: Advertising & Direct Marketing
Todays’ Lecture Outline
What is Advertising?
Advertising Media
Why Advertise?
Benefits & Challenges of Advertising
Advertising Strategy
Emotional vs. Rational Advertising
Viral Marketing
What is Direct Marketing?
Evolution Direct Marketing
Direct Mail
Source: PR Smith’s SOSTAC® Model (in Cook, P.R. & Zook, Z, 2016. p.6)
Integrated marketing communications planning
3
Adapted from: Egan (2015, p.19)
The Overlapping Nature of Marketing Communications Tools
4
What is Advertising?
...to describe or draw attention to (a product, service, or event) in a public medium in order to promote sales or attendance (Oxford Dictionary, 2016)
Any paid form of non-personal communication of ideas or products in the prime media (Jobber, 2004)
Advertising presents the most persuasive possible selling message to the right prospects for the product or service at the lowest possible cost (Institute of Practitioners in Advertising)
Advertising is any communication, usually paid-for, specifically intended to inform and/or influence one or more people. (Advertising Association, 2016)
“I do not regard advertising as entertainment or an art form, but as a medium or information. When I write an advertisement, I don’t want you to tell me that you find it creative. I want you to find it so interesting that you buy the product.
- David Ogilvy (Ogilvy & Mather Advertising Agency)
”
7
Advertising Media
Newspaper
Magazine
Radio
Television
Outdoor
Online
Direct Mail
Product Placement
Why Advertise?
Create Awareness
Stimulate Trial
Position Products / Services
Correct Misconceptions
Remind & Reinforce
Sales Support
8
Advertising: The Benefits & Challenges
Adapted from Kotler & Armstrong (2012)
9
Benefits
Public Legitimacy
Pervasiveness
Challenges
Impersonality
Credibility
Amplified Expression
Cost per 1,000 metrics
Cost Threshold
Mass Media Fragmentation
Advertising Strategy
Target Audience Analysis
Adapted from Dahlen, Lange & Smith (2010) and Kotler & Armstrong (2012)
Evaluation
10
Advertising Objectives
Budget
Creative Brief
Creative Platform
Using emotions in advertising...
Source: Dahlen, Lange & Smith (2010)
Increase Energy
Decrease Energy
Positive
Negative
Anger
Fear
Dissatisfaction
Frustration
Excitement
Joy
Surprise
Attraction
Embarrassment
Shame
Grief
Boredom
Satisfaction
Relaxation
Calm
Nostalgia
11
What emotions do these adverts make you feel?
12
Rational vs. Emotional
13
Rational Vs. Emotional
14
15
Effective advertising should...
extend from the marketing strategy
take the consumer’s perspective & appeal to the target audience
remain persuasive & credible
find a unique way to break through the clutter
never overpromise & under deliver
Adapted from Terence Shimp and David Ogilvy
16
Viral Advertising
Forms: Email, video, advertisement, corporate message(s), jokes and games.
Why?: Widespread reach and low cost.
Disadvantage: If it doesn’t work it could leave the brand owner with a lack of control over their brand.
A technique that uses pre-existing social networks to produce increases in brand awareness, centered around an idea that spreads rapidly.
17
Examples of Viral Advertising
18
Measuring Adverting Effectiveness
When testing is done:
Pre-test and Post-test
Where to test:
Laboratory tests vs. Field tests
Cost Per Thousand
Day After Recall (Recall Surveys)
Recognition
Simulated Sales
Attitude Scale
Reach, frequency and gross rating points
Adapted from Egan (2015); Nielsen (2016)
19
What is Direct Marketing?
Direct one-to-one connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships (Kotler & Armstrong, 2012)
The focus of marketing communications activity on promotional mix ingredients that directly contact target customers.
(Dibb & Simkin, 2001)
Examples of Direct Marketing
21
Direct Marketing
Direct Mail
Tele-marketing
Email Marketing
Direct Selling
Catalogue Selling
Text/Multimedia Message
What is Direct Mail?
“Personally addressed advertising material that is delivered through the postal system”
(Fill, 2010)
22
Direct Mail
Letters
Cata-logues
Price Lists
Brochures
Leaflets/Booklets
Circulars
Flyers
Coupons
News-letters
Cards
Samples
The Evolution of Direct Marketing...
Early 1900s
1950s & 1960s
Present Day
Door-to-door selling and limited direct mail
Extensive use of direct mail and introduction of telemarketing
e-commerce and IT applications
Source: Egan (2015)
23
Direct Marketing...
Adapted from Kotler & Armstrong (2012)
24
Strengths
Individual Targeting
Personalisation
Weaknesses
Resistance
Poor Initial Response Rate
Relationship formation & maintenance
Measurement of Short-Term Effectiveness
Time
What is Direct Mail?
“Personally addressed advertising material that is delivered through the postal system” (Fill, 2009)
25
Measuring Direct Mail Effectiveness
Example Metrics:
Gross Response Rates
Conversion Rates (e.g. order rate)
Cost per Response
Incremental Sales
Example Measurements:
Direct Mail-specific or personalised URL in the campaign
Unique offer codes or activation cues
QR codes or social media addresses
26
References
Advertising Association (2016), What is advertising? [online]. Available at: http://www.adassoc.org.uk/publications/what-is-advertising /
Dahlén, M., Lange, F., & Smith, T. (2010). Marketing communications: a brand narrative approach. John Wiley & Sons.
Dibb, S., & Simkin, L. (2001). Market segmentation: diagnosing and treating the barriers. Industrial Marketing Management, 30(8), 609-625.
Egan, J. (2015). Marketing Communications, Thomson. (Chapter 9 – Advertising; Chapter 13 – Direct Marketing)
Fill, C. (2009). Marketing Communications: Integrity, Communities and Content, (5th ed.). Prentice Hall.
Fill, C. (2011). Essentials of Marketing Communications. Prentice Hall. (Chapter 9 & 11)
Heath, R., Brandt, D., & Nairn, A. (2006). Brand relationships: Strengthened by emotion, weakened by attention. Journal of advertising research, 46(4), 410-419.Institute of Practitioners in Advertising (2016)
Jobber, D., & Ellis-Chadwick, F. (2012). Principles and practice of marketing (No. 7th). McGraw-Hill Higher Education. (Chapter 13)
Kotler, P. and Armstrong, G. (2012). Principles of Marketing. McGill. (Chapter 15 – Advertising and Public Relations)
Nielsen (2016). Advertising Effectiveness – What’s Working? What’s not? [online]. http://www.nielsen.com/us/en/solutions/advertising- effectiveness.html
Oxford Dictionary (2016). Definition of Advertising [online[. Available at: https://en.oxforddictionaries.com/definition/ advertisement
Smith, P. R. & Zook, Z. E. (2016), Marketing Communications: offline and online integration, engagement and analytics. (6th ed.), Kogan Page.
27
Lecture/ 6 Tactics - PR media sponsorship endorsements.pptx
Welcome Lecture 6: IMC Tactics Public relations and Sponsorship
Lecture 6: IMC Tactics Public Relations (PR) and Sponsorship
Todays’ Lecture Outline
Defining PR and sponsorship
Setting PR and sponsorship objectives
Identifying tools and techniques for PR and sponsorship
Measuring PR and sponsorship success
Integrated marketing communications planning
Source: PR Smith’s SOSTAC® Model (in Cook, P.R. & Zook, Z, 2016. p.6)
What is Public Relations (PR)?
"Public Relations is about reputation - the result of what you do, what you say and what others say about you. Public Relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics".
(Chartered Institute of Public Relations, 2016)
4
What is Public Relations (PR)?
"Public Relations is about reputation - the result of what you do, what you say and what others say about you. Public Relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics"
(Chartered Institute of Public Relations, 2016)
PUBLICS – A term favoured by the public relations profession, referring to the many target audiences that communications may be focussed towards.
(Pickton & Broderick, 2005)
5
6
What's the difference between Advertising and PR?
Advertising aims to persuade in order to sell
PR aims to inform in order to educate
PR forms part of an organisation's communications strategy.
Source: http.//prexamples.com
Boundaries are more blurred...
7
Setting Objectives for PR in an IMC campaign
PR aims to provide visibility for the organisation
Deliver coordinated activities to support the marketing communications objectives (established earlier in the IMC plan)
To change attitudes/build awareness /change perceptions
Develop and enhance the relationship various audiences have with the organisation
(Source: Fill & Turnbull (2016, p.399))
8
Watch the video....enjoy the creativeness, but whilst you do please note down how the success of the campaigns was measured
9
Measuring PR success
in an IMC campaign
How many did you spot?
Coverage in the media
(e.g. titles/ number of articles etc)
Increase in sales
(%/value/ volume)
Increase in sales
(%/Value/Volume)
Increase in online brand mentions
%/ number of new visitors
Sign ups
(e.g. newsletters/blogs)
Donations to charity
Sign ups
(e.g. newsletters/blogs)
Industry awards
Calls to the press office
Views on You tube
% awareness
Increase in twitter followers/posts
10
PR methods and techniques in the context of IMC
Range of methods is immense
Different permutations to communicate effectively with different audiences
Above the line and below the line* to achieve publicity
Source: Fill (2011) Chapter 10
*Jobber (2013)
11
Above the Line PR methods and techniques
Press (editorial and 'advertorial')
Radio (editorial)
Television (editorial & product placement)
Posters
Outdoor & Transport
Cinema (product placement)
Internet ('social/viral marketing)
12
Through/Below the Line PR methods and techniques
Exhibitions and Trade Fairs
Presentations, speeches, interviews
Seminars and Conferences
Printed Literature/Direct Mail
Facility Visits
Video & Website
Sponsorship & Donations
Events & Hospitality
Word of Mouth
Social Networking
Created Medium e.g. Goodyear's Blimp
PR Strengths
Credibility
Visibility
Reach
Cost
Stretch
Investment
Detail
Pro & Reactive
Campaign Integration
PR Limitations
Lack of control
Accuracy
Noise & Clutter
Not exclusive for long
Evaluation can be difficult
Legal Constraints - libel and slander
PR Budgeting
15
Sponsorship
16
Source:http://www.bbc.co.uk/news/business-38003752
17
Definition of Sponsorship
"Within a marketing strategy sponsorship is essentially a commercial based activity wherein access to the target audience of one party is made accessible to another in return for finance, services or resources".
Source: Egan (2015) p.232
Types of sponsorship
1. Your organisation pays to sponsors an event, team, programme, or online site. In return you receive visibility and extension of brand recognition and positive association
or
2. Your product or service is endorsed and sponsored by partner organisation or person
Setting objectives of Sponsorship in an IMC campaign
Raise visibility of the organisation with particular audience
Suggest to audiences an association between the sponsor and sponsored organisation
Allow target audiences to perceive the sponsor indirectly without the negative effects of persuasive mass media
Use alongside other communications tools to increase efficiencies and effectiveness
To provide exclusivity / barrier to entry for competitors
(Source: Fill (2011), p.265
20
Sponsorship : Selection Criteria
Your sponsors must...
fit with communications objectives and target segments
integrate across your campaign
involve manageable risk
offer promotional & platform opportunities
build on past record
offer exclusivity, rather than over- commercialisation and 'clutter'
21
22
23
Ambush strategies
If you can't afford to sponsor the main activity
sponsor media coverage instead
or a sub-category with heavy promotion
or an individual athlete & advertise with them during their event
or
- run a parallel advertising campaign at the same time as the official sponsor is leveraging their investment Ambush campaigns
24
Measuring Sponsorship success in an IMC campaign
Most common method = a media audit
Calculate sponsorship exposure in terms of:
Advertising costs
Advertising awareness
Image and brand surveys amongst the target audience
Difficult to separate sponsorship from advertising, promotion, PR and other marketing communications tools.
Where does one element begin and end?
It can be hard to gauge the true value of sponsorship.
"In spite of the problems with evaluation and notwithstanding the element of risk involved, sponsorship is seen as a medium with considerable brand building potential"
(Egan 2015, p.42)