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UTS 24736 Marketing Communications

SPRING 2019

Subject Coordinator: Dr. Valeria Noguti

Lecture Week 2

Buyers and Marketing Communications

https://www.flickr.com/photos/ektogamat/2103643766/in/photolist-4cTJ17-8txy33-jMCui-d7UxPW-d3yhbo-9DELkU-7Fjzvg-2azE3z1-7HeuZy-9q88W6-dcPHGS-dmDFoj-boJE5F-dmDChe-5Y5kW-8d15Wp-4d35WC-c5FyjY-dxTAYi-bTJ11c-bTHZGk-dLPAst-daR2Ge-6o5FyS-4vse6t-4QT4q9-7J5sHe-9B8NGM-bmi3gT-bEPeVh-MPbW1-azXW3i-dP34ED-jFeMFb-bTHZNV-bWy5ZU-edzANd-kZHH9-Lyf3i-98ALqu-dP8EpJ-8CLedK-9HLemL-2PKbR5-pPJsFi-bEPfju-CGDuQW-dU2YEr-638iYQ-5YYXxQ

Subject Structure

Foundations

Managing Marketing

Communications

Marketing Communications

Mix

MC Strategy

Integrated MC and Budgeting

Creative Strategy

Media Strategy

Evaluation and Metrics

Introduction to MC

MC Industry

Buyers

#1: Advertising, sponsorship

#2: Direct marketing, personal selling, sale promotion, field and

experiential marketing, placement, exhibitions,

packaging, licensing

#3: Digital, PR

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

Figure 2.2 The influencer model of communications Source: From Essentials of Marketing Communications, Pearson Education (Fill, C. 2011) figure 2.2, p. 39.

Reprocess information to influence others, e.g., communicators such as influencers

Respected as expert authorities in a subject matter, e.g., dentists, lawyers

Figure 2.4 The interactional model of communications Source: From Essentials of Marketing Communications, Pearson Education (Fill, C. 2011) figure 2.4, p. 41.

CHALLENGE TO GET YOUR MESSAGE RECEIVED AS INTENDED

Consumer Effects

• Motivations • Memory: awareness • Attitudes • Decision Making

• Depending upon: • Involvement: high or low; product, category, or communications • Type of user:

• New User (of category) • Loyal • Multi-brand loyal • Brand Switcher • Loyal to Competitor (Other-brand loyals)

***

Motivations

• Informational: ‘’negative” (want to remove a problem) • Problem removal • Problem avoidance • Incomplete satisfaction • Approach-avoidance • Depletion

• Transformational: positive (this is pleasant) • Sensory gratification • Intellectual stimulation • Social approval • Power-status

(Rossiter & Percy)

Figure 3.3 Memory and information storage

Memory

Figure 3.4 A standard decay curve

Brand Awareness

• Recall • Recognition

https://www.flickr.com/photos/ru_boff/13663817085/in/photolist-mPqCMc-4Y6Ymw-4Y6YkE-8GJLux-oakpCQ-4Y6Yn5-5Dssa2-bogdLF-Q4Gc2e-mp3Zbq-5HwZ1W-5cvDDU-bPM4g8-a3vDt-4Y2HAr-mp1F9P-mp2vTv-mp1VNi-a45BLU-mp2FDc-mp3C95-bSyvaR-mp24pv-Q4GaNx-mp41bw-7goYQY-2cHVFBL-mp1XCF-mp3jbG-mp2e7M-5AUzx8-mp3CNb-mp28TP-mp3rEE-mp1Azi-cn2wxA-mp1X1t-mp27hV-mp265e-mp3iAy-mp41u7-mp2a9B-g49do-mp2f5Z-48jFEV-mp1vjZ-aqUZW6-mp1oPV-RHeFZ3-b73qAk

Figure 3.6 The three-component attitude model

Attitudes

Figure 3.7 A consumer’s decision-making framework

Consumer Decision Making

Figure 3.8 The buyphases of organisational buying decisions

Organisational Buyer Decision Making

Table 3.2 The main characteristics of the buyclasses

Organisational Buying - Types

B2C vs B2B

15From Chapter 1

Figure 3.11 Marketing communications approaches for the two levels of involvement Source: From Essentials of Marketing Communications, Pearson Education (Fill, C. 2011) figure 3.7, p. 74.

MC in High vs Low Involvement

Buyer Journeys

Circular Journey

Customer Experience (CX)

• CX is the set of connections a customer has with a brand via touchpoints. CX maps are built to visualise touchpoints.

• Online touchpoints: include video views, mobile and desktop content consumption, social media, e-commerce transactions, chatbots, and connected IoT (Internet of Things) devices (e.g., Alexa).

• Offline touchpoints: include in-store, in-branch, outdoor, and experiential advertising, and sampling.

https://www-warc-com.ezproxy.lib.uts.edu.au/content/article/bestprac/what_we_know_about_customer_experience/122499

• Variations on CX maps include product consumption (post purchase), interaction with advertising (pre purchase) and other moments. Can also go from very detailed to not so detailed, or focus on some moments and not others.

https://www-warc-com.ezproxy.lib.uts.edu.au/content/article/bestprac/what_we_know_about_customer_experience/122499

Consumer Experience Journey Maps (CXJMs)

Milk example: • research in the US showed that kids loved drinking milk and ranked

milk the same as pizza, as a top favourite food • key touchpoint failure: when kids reached into the refrigerator for a

snack or beverage, milk was not top of mind • solution: targeted kids directly; used catchy slogan “Milk It”; used kid

influencers (Shimmel & Lorent 2017, ADMAP)

Purchase Journey Map - Touchpoints (example for product in FMCG category)

https://www-warc-com.ezproxy.lib.uts.edu.au/content/article/Five_tips_for_marketing_through_the_customer_journey/112289

Involvement by Motivation Grid (Rossiter & Percy)

Wrapping up

• Buyers and Marketing Communications discussed • Project Product explained • Next week: Marketing Communications Strategy