7Ps of Marketing PDF

7Ps MARKETING MIX  7Ps OF MARKETING? P PRODUCT P PRICE McCarthy (1960) P PLACE P PROMOTION (STRATEGY) P PEOPLE P PROCESS Booms & Bitner (1982) P PHYSICAL EVIDENCE ...

7Ps MARKETING MIX  7Ps OF MARKETING? P PRODUCT P PRICE McCarthy (1960) P PLACE P PROMOTION (STRATEGY) P PEOPLE P PROCESS Booms & Bitner (1982) P PHYSICAL EVIDENCE  1: PRICE Revenue-generating element of the mix. It is important to get the price right to cover costs and generate profit. Market research must be done before setting prices to identify how much customers are willing to pay and gain an understanding of the demand for that product/service in the market. Price is also a strong indication of the positioning in the market against competitors (low prices = value brand), so prices need to be set with competitors in mind too.  2: PRODUCT Refers to what the company produces (product or service). Developed to meet customer’s needs. The challenge is to create the right ‘bundle of benefits’ that meet this need. When customer needs change, the company has to match it by adding to the ‘bundle of benefits’ (e.g., improve offers, create new versions of existing products, launch brand new products). Product improvement also goes beyond the actual product itself – add value and differ from others by offering guarantees, warranties, after-sales or online support, a user-friendly app or digital content like a video that helps the user to make the most out of the product.  3: PROCESS To create a smooth, efficient and customer-friendly journey. The need to understand the steps of the customer journey – from enquiring online to requesting information and making a purchase to ensure the customer has a positive experience. E.g. how long will it take to receive a response after an enquiry? How long do they wait between booking a meeting with the sales team to the meeting taking place? What happens once they make an order? How do we make sure reviews are generated after a purchase? How can we use technology to make our processes more efficient?  4: PROMOTION How do customers/stakeholders know about our fantastic products and services? To communicate messages to customers, whichever stage they are in the buyer journey, to generate awareness, interest, desire or action. There are different tools for communication with varying benefits (e.g., advertising, personal selling, etc.). The challenge is to choose the best tool and select the most effective media to reach our audiences. This doesn’t just apply to customers.  5: PHYSICAL EVIDENCE Tangible cues of the quality of experience that a company is offering. It can be particularly useful when a customer has not bought from the organisation before and needs reassurance or is expected to pay for a service before it is delivered. E.g. For a restaurant - the surroundings, staff uniform, menus, and online reviews indicate an experience that could be expected. For an agency, the website with testimonials, case studies, as well as the contracts that companies are given to represent the services they can expect to be delivered.  6: PEOPLE Interacting with customers at the forefront, taking and processing enquiries, orders and complaints in person, through online chat, on social media, or via the call centre. Interact with customers and become the ‘face’ of the organisation for the customer. Thus, they must possess an optimistic approach and attitude. Must be trained, empowered, and motivated by the company to become valuable assets that can differentiate products/services in a crowded market and build valuable relationships with customers.  7: PLACE This is where customers make a purchase (i.e., a physical store, an app, or a website). Some organisations have the physical space, or online presence to take their product/service straight to the customer, whereas others have to work with intermediaries or ‘middlemen’ with the locations, storage and/or sales expertise to help with this distribution. The decisions to be made concern which intermediaries (if any) will be involved in the distribution chain and also the logistics behind getting the product/service to the end customer, including storage and transportation.  IMAGE BUILDING: BRAND IDENT ITY & BRAND IMAGE  At the end of the lesson, you should be able to: Compare and Conduct a field Demonstrate the use contrast brand research to construct of language in the identity and brand brand image. construction of image. brand identity and brand image.  WHAT IS BRANDING? The identity, values, and visual aspects of a company, including logos, slogans, tone, and emotional connection to its audience. A strong brand builds consumer loyalty and recognition. It is a core marketing strategy that supports long-term loyalty, trust, and recognition, influencing consumer choices and often outlasting individual campaigns. Branding is foundational and influences nearly every aspect of marketing, helping to shape brand positioning and customer perception over time. It represents the long-term image a company cultivates through consistent messaging and values (e.g. USM We Lead and Sustainability-Led)  BRAND IDENT ITY BRAND IMAGE It is how the company portrays An image is the set of beliefs, ideas, and itself to customers, and how the impressions a person holds regarding an brand wants the customer to object (Kotler). perceive it. Brand image is the perception of the brand The psychology of branding: in the mind of the customer based on the https://www.upwardspiralgroup.com/blog/the customer’s interactions and experience -psychology-of-branding-how-brand-identity- influences-consumer-decisions with the brand, and their beliefs of what a brand can do (i.e., consumers’ self- conceptualisation of the brand). Brand image = Consumers self- conceptualisation  BRAND BRAND IMAGE IDENT ITY Self-concept theory: One’s self-concept is a collection of perception about self that includes elements such as capabilities, characteristics, shortcomings, appearances, and personality. A brand can be perceived/ conceptualised differently by different customers in different social contexts. Therefore, the formation of a consistent brand image is a huge task for any business. Consumers would think better of the brand when the brand image aligns with their self-concept.  The Importance of Brand Image A strong brand image has the following advantages: Easier to introduce new Attract new customers – products under the same more profits. brand. e.g. nasi lemak McD, cendol e.g. Apple mobile phone, PC, mcflurry, cheesy wedges gadgets, etc. Read more at: https://www.feedough.com/brand-image-explanation-examples/  The Importance of Brand Image? A strong brand image has the following advantages: Improved customer- Boost the confidence of business relationship. existing customers and retain them. e.g. H&M, Google, Ikea, Amazon, AirBnB, Barclays e.g. BMW, Perodua bank  BRAND EQUITY Brand identity Consumers Brand Equity Brand image confidence A strong brand identity and image leads to brand equity. Brand equity is the commercial value that derives from consumer perception of the brand name of a particular product or service, rather than from the product or service itself.  BRAND EQUITY = Consumer Willingness to pay high confidence price for the brand The brand performs the function as designed. The social image is associated with purchasing/owning the brand. 5 considerations Consumers’ recognition and sentimental attachment with the brand. for brand The balance between the brand’s values and functionalities. confidence Consumers trust in the brand.  BRAND IMAGE & CONSUMER’S BEHA VIOURAL INT ENT ION Brand image Store Image directly and E-banking Store infrastructure Supermarket significantly industries impacts Landline Store convenience customer Hospitality satisfaction in Mobile phone Store service industry the following businesses: Bank Store sales activities = Consumer satisfaction Customer loyalty  It takes 20 years to build a reputation and 5 minutes to ruin it. - Warren Buffett - Today, I remember that building trust can take a long time, but needing to rebuilt trust can take a lifetime. - Karen Jandorf -  Rebranding? Reasons: Increase sales Change identity and image Crisis & controversy Comeback Cultural appropriation Let’s take a look at an example of rebranding. https://www.facebook.com/354522044588660/ posts/4473572699350220/?sfnsn=mo ADVERTISING & IDEOLOGY  At the end of the lesson, you should be able to: Describe how brands use Define the concept of ideology to strengthen brand ideology in marketing. loyalty and differentiate themselves.  IDEOLOGY IN MARKETING Ideology in marketing refers to the What would be the ideological alignment of a brand with specific demand of Gen Z? social, cultural, political, or environmental beliefs that resonate with its target audience. By promoting these values, brands connect with consumers on a deeper emotional level, often fostering loyalty and differentiation (Kotler & Keller, 2016).  Aligning with consumer values Key concepts and Building brand identity and image benefits of ideology in marketing Ideology-driven brand equity Impact on consumer perceptions and sales  IDEOLOGY IN MARKETING Macro Advertising Micro Public relations Industry Brand  ADVERTISING & IDEOLOGY Ideology is the body of doctrine, myth, belief, etc. that guides an individual social movement, institution, class or large group. Images contributed by the people who experienced and understood the “real world” in its form and content. Forms include literary design, visual design, cinematographic design, montage or editing design, and sound design. The particular messages conveyed may exert particular impacts, which eventually, with repetition over time and space, become conventions (e.g. nursery rhymes for children’s toys adverts).  ADVERTISING & IDEOLOGY Example: What is your indicator of a good and bad movie? (actor, producer, DC, Marvel, Disney, Pixar, etc.? What do you think about low fat milk, or no/less sugar goods? What do you think about recycled waste? How do you think they are treated?  ADVERTISING & IDEOLOGY Most advertising is about linking a particular product or brand to a particular set of qualities or benefits in the consumers’ minds. These linkages are often achieved through juxtaposition – the simple imposition of the qualities of the product, in the hope that the consumer will make the connection themselves. This process is known as aesthicisation, carried out through: Similarity Metaphor Contiguity (probability of two things appearing again, once they have appeared together) ADVERTISING & IDEOLOGY Positive Negative ideology ideology FUNCTIONS OF ADVERTISING communication Advertising is a specific form of communication. It is designed to perform an appropriate communicating function, linking together advertisers and consumer audiences by the means of information channels. FUNCTIONS OF ADVERTISING marketing Advertising is an important component of marketing. It is entirely connected to the tasks of marketing whose final aim is the satisfaction of customer needs concerning goods and services. FUNCTIONS OF ADVERTISING economic The nature of the economical function of advertising is to stimulate sales and increased volumes and profits from the sale of a certain product, for a certain unit of time. Advertising informs, and creates the need for a product or service, and encourages people to purchase. The more people responded to the ads, the better it is for the economy and the economic wellbeing of a society. FUNCTIONS OF ADVERTISING social Advertising information has a significant impact on the formation of the consciousness. Besides the promotion of a product, advertising also: Forms ideological values of the society and social relations. Stir instincts, encouraging consumers to improve their financial state. Compare different products and services for the consumers, presumably to give consumers the best. Therefore, adverts should be: M Memorable The use of visual P Persuasive through or images U Understandable PSYCHOLOGY OF MARKETING  WHAT IS PSYCHOLOGY IN MARKETING? Marketers leverage insights The techniques include How brands use into human behaviour, language use, colour theory, psychological principles to cognitive biases, and social influence, influence consumer emotional triggers to craft multimedia/multimodal decisions. messages that connect on a texts, and sensory triggers deeper level. to impact perceptions and decisions.  WHAT IS PSYCHOLOGY IN MARKETING? Psychology affects nearly every aspect of a business, specifically marketing, as it guides how to understand, attract, engage with, transform behaviours, and engage with consumers. Consumer behaviour Customer loyalty and retention Aspects affected by Brand identify and image Digital experience psychology include but are Advertising and messaging User interface design not limited to the following: Product design and packaging Customer service Pricing and sales strategies Relationship building  CORE PSYCHOLOGICAL PRINCIPLES IN MARKETING SOCIAL PROOF SCARCITY ANCHORING EFFECT Limited availability When uncertain people increases perceived value The bias to rely on the tend to mimic the actions and heightens desirability. first piece of information of others. E.g., Reviews, E.g., limited edition, only encountered. testimonials, best seller a few left, the first 10 E.g., high original price vs tags, etc. customers, etc. discounted price. COLOUR PSYCHOLOGY EMOTIONAL APPEALS Evoke specific emotion. Language to evoke specific feelings like nostalgia, humour, E.g., blue: trust; red: and empathy to create stronger emotional ties with the urgency/excitement, etc. brands. CONCLUSION: PSYCHOLOGY IN MARKETING? Psychology helps brands understand the “why” behind consumer actions. When applied thoughtfully, psychology insights lead to stronger brand loyalty, improved customer satisfaction, and business growth.  AIDA MODEL  AIDA MODEL https://www.ecommerce-nation.com/aida-model-using/  ATTENTION OR AWARENESS Purpose To capture the audience’s attention quickly as people are often overwhelmed with information. How well does the communication stand out from the surrounding noise in the chosen medium? Techniques Striking visuals, powerful headlines, emotional hooks, or auditory elements to make the audience notice the communication. A unique selling proposition that immediately engages the viewer/reader/listener.  INTEREST Purpose To sustain the audience’s interest after attention- grabbing by providing intriguing details. Technique Storytelling techniques, relatable content, rhetorical questions, or surprising facts to maintain engagement. The communication highlights key benefits or features that resonate with the target audience. Elements that encourage the audience to explore further or learn more.  DESIRE Purpose Turn the audience’s interest into desire by showing them why they need the product and how it benefits them. Techniques Emphasise unique benefits, show testimonials, or create a sense of urgency. Use emotional appeals effectively to connect with the audience on a deeper level. The communication should address the audience's pain points or aspirations. Use elements that enhance the perceived value of the product or service.  ( C A L L -T O - A C T I O N ( C TA ) Purpose To prompt the audience to take the next step – click, buy, subscribe, or engage. Technique Use clear and compelling call-to-action strategies, offer limited- time deals, and make action easy, e.g., clear buttons. Guide the audience on what specific steps to take next. Incentives or urgency incorporated into the CTA to prompt immediate action. Facilitate a seamless transition from desire to action.  EXAMPLES OF THE AIDA MODEL | APPLE IPHONE Headline/Visual ATTENTION/ Uses visually striking, minimalist ads that show the iPhone’s sleek design. AWARENESS Uses simple, bold texts like, “Meet iPhone 15” or “Our Most Powerful iPhone Ever”, highlighting innovation and exclusivity. Details and Messaging Focuses on unique product features that pique curiosity, e.g., advanced camera abilities, INTEREST titanium frame, or improved battery life. For example, “Capture your best moments”, and “Experience faster processing”. Creating Desire through Exclusive Features DESIRE Shows iPhone’s appeal for lifestyle improvement and creative potential, e.g., seamless connectivity, beautiful photos, AI technology, etc. CTA and Incentives Straightforward CTAs like “Pre-order now”, “Click here”. CALL-TO- The purchase process is seamless and easy-to-click/navigate, e.g., QR codes, online ACTION banking, etc. Trade-in options, discounts for iPhone users, etc.  EXAMPLES OF THE AIDA MODEL | GLOSSIER https://cherlynrusso.com/Feeling-Like-Glossier Headline/Visual ATTENTION/ Clean, bright visuals. AWARENESS Tagline like “Beauty Products Inspired by Real Life”. Details and Messaging INTEREST Inclusive messaging and social proof through user-generated content that makes people curious to try a new beauty brand. Creating Desire through Exclusive Features DESIRE Ease and simplicity in make-up through unique products like “cloud paint” or “boy brow” – customers see these as essentials. CTA and Incentives CALL-TO- Friendly CTAs like “Shop Now”, “Find Your Shade”, and “Tap to Shop” that provide clear ACTION directions to consumers and making the products easy to purchase. SUMMARY OF AIDA MODEL When do we use AIDA model in marketing? In marketing and public relations materials including copywriting, posters, videos, and such. LANGUAGE FEATURES IN ADVERTISING  MEDIA MANIPUL ATION Media manipulations alter perceptions, highlight certain messages, or evoke emotions. Creative use of language features is considered as part of media manipulation and a public relations strategy. Language features are used to create an image or argument that favours interests. The strategies include to suppress information and divert attention. What do you see in this advertisement?  T H E L A N G U AG E O F M A R K E T I N G / A D V E R T I S I N G Be specific, don’t Use simple, clear Pay attention to overload with English. verbs. details. Inspire confidence. Give necessary information.  T H E L A N G U AG E O F M A R K E T I N G / A D V E R T I S I N G 1. Use clear, simple English. Obscure, complex words do not encourage consumers to read ads. Simple language is more believable. T H E L A N G U AG E O F M A R K E T I N G / A D V E R T I S I N G 2. Pay attention to verbs. Use action verbs to describe a product. What does the product do and how does it look like? What is the verb in the advert below?  T H E L A N G U AG E O F M A R K E T I N G / A D V E R T I S I N G 3. Be specific but don’t overload with details. Give specific reasons to buy the product. Avoid using too many facts that may confuse the audience. Looking at the image, what do you think the advert below is about?  T H E L A N G U AG E O F M A R K E T I N G / A D V E R T I S I N G 4. Inspire confidence in the product and advertiser Show the advertiser’s confidence in the product ability to encourage the consumer. What do you think the advert below is about? Does it inspire confidence in you? T H E L A N G U AG E O F M A R K E T I N G / A D V E R T I S I N G 5. Give necessary information. Leave no questions about the product unanswered.  LANGUAGE FEATURES MANIPULATION TEXTUAL & SOCIAL LEXICAL STYLISTIC ELEMENTS Euphemism Green washing Linguistic & non- (Semantics) linguistic features Colloquial language Syntactic parallelism Glamourisation Neologism Simile Metaphor  In semantics, there is a term that people usually use for an appropriate word to delivery meaning (euphemistically pleasing terms) or “good way to talk about bad things” or polite expression for unpleasant truth/taboo/negative connotation. EUPHEMISMS Example: What is the term we use to replace the word ‘prostitute’? Sex workers, or commercial sex workers The effect the writer/speaker wishes to create to communicate to the audience. Example: Political speeches G R E E N WA S H I N G : Claiming that the product advertised is eco-friendly, organic, natural, etc. to convince the consumers of its more superior quality. COLLOQUIAL LANGUAGE: Informal language commonly accepted within a society or groups of society. It usually belongs exclusively to a group. Example: - “Jom lah balik kampong!” SYNTACTIC PARALLELISM: Recurrent syntactical similarity. Several parts of a sentence or several sentences are expressed similarly to show that the ideas are of equal importance. Example: “Ferocious dragons breathing fire and wicked sorcerers casting their spells do their harm by night in the forest of Darkness.” PUNS: Humorous use of a word to suggest two or more of its meanings or the meaning of another word similar in sound. Example: “Speaking of sparklers, sales of fireworks are skyrocketing.” G L A M O R I S AT I O N : Giving a more positive, elegant, unique, and glamorous characteristic to something unknown, old or unpopular in a superficial way. Example: 1. Canteen = Café SIMILE: Comparison between two different things that resemble each other in at least one way. Example: The soul in the body is like a bird in a cage. M E TA P H O R : Compares two different things by speaking of one in terms of the other. Example: When it comes to midterm, it’s killed or be killed. Let’s go in and slay this test. NEOLOGISM: A new word, usage or expression. Example: Webinar, blogosphere T EX TUAL AND SOCIAL EN VIRONMEN T TEXTUAL SOCIAL All texts (typography) and visual elements present in an advert. The relationship of the texts and visual elements to a particular Example: society, community, culture, etc. Brand name, description, slogans. It may be analysed for its content (connotative and denotative meanings), form of adverts (images, media, colour, etc.). THE COPY PLATFORM T H E C O P Y P L AT F O R M W H AT I S I T ? Plan used by copywriter that defines the basic theme of the advertising campaign and serves as a guide for writing an advertisement Also called a copy strategy. Used in a client proposal to give an idea about the creative work. Fundamentally, it is sort of a blueprint for a product/service advertisement. https://www.allbusiness.com/barrons_dictionary/dictionary-copy-platform-4965139-1.html  T H E C O P Y P L AT F O R M W H AT I S I N C L U D E D I N I T ? Slogans Visual symbols The Associations The copy fundamental platform Profile of target audience elements, for includes example Product/service’s claims & appeals Style and tone of advertisement Implication of the advertisement https://www.allbusiness.com/barrons_dictionary/dictionary-copy-platform-4965139-1.html  T HE COPY PLAT FORM GUIDELINES Guidelines to generate ideas for an ad. The ad subject The competition Ad problem to be solved A statement for benefit or appeal Product characteristic A creative theme The advertising properties Supporting selling points The target market  T HE COPY PLAT FORM 5 KEY ELEMEN TS https://www.copyengineer.com/5-essential-elements-of-key-message-copy- platforms/ Nature of business, niches, Target specialties, job titles, interests, market fears, desires, attitudes, etc. Support product/service Product How do you want your with solid, third-party Facts & positioning product to be perceived in evidence. figures statement the marketplace. E.g. 5 Key Toyota vs Perodua Elements Description How do you want your advert to A clear, concise description of of product Voice & sound to your audience? E.g. the product/service. & how it tone confident and authoritative, or works friendly and conversational, etc. ST O R Y T E L L I N G & E L E V A T O R P I T C H At the end of the lesson, you should be able to: Include Identify the Identify the elements of key elements Present an move of an storytelling in of a good elevator pitch. elevator pitch. your elevator storytelling. pitch. STORYTELLING IN MARKETING & PUBLIC RELATIONS  HOW DO STORIES TRANSFORM BUSINESS? Make products and services better. Make advertising better. Make sales conversion better. Make hiring process better. Build brands.  THE ELEMENTS OF GREAT STORYTELLING relatability novelty tension fluency  WHAT IS AN ELEVATOR PITCH? Elevator pitch, elevator speech, or elevator statement. Metaphorically, it should be as short enough to be presented during an elevator ride (30-60 seconds). A short, prepared speech or a quick introduction to your brand, or what you are selling/marketing (e.g. yourself, brand, organisation, project, idea, etc.), and most importantly, how will it benefit the listener. e.g. “My daily task is to write and produce legally-binding documents.” “I help in increasing company’s profit by 20% last year via the new marketing strategy last year.” In other words, it is a quick synopsis of your background and experience.  WHAT IS AN ELEVATOR PITCH? The goal is to earn a second conversation, pick their interest, and gain their attention and time, rather than convincing them to hire you, or purchase your product on the spot. Examples of venues where elevator pitches would be suitable are: networking events, conferences, career fairs, job interviews, first day of internship/work, in international association events, etc.  KEY CONSIDERATIONS IN AN ELEVATOR PITCH Consumer Analysis  consumer analysis Is the process where The stages of customer analysis: information about the consumer/market is identified from market research so that Identifying who your customers are. information can be used in market segmentation. Discovering customer’s needs, likes and dislikes By knowing your customer, you will be able to cater to their Grouping customers according to similar specific needs, create better traits and behaviours. campaigns, come up with better pitches to make sales, develop Creating a profile of your ideal customer. product, prioritise features of products and services, etc.  consumer analysis 1 Create/structure customer database 2 Identify most valuable customer 3 Talk to customers 7 WAYS 4 Collect customer voices from the field 5 Run Surveys 6 Create buyer personas 7 Create a customer journey  consumer analysis 1 CREATE OR STRUCTURE YOUR CUSTOMER DATABASE Divide your customer database into groups with similar characteristics, e.g. segmentation. Segmentation is to differentiate between customers and focus your marketing efforts on specific groups. You can segment your market based on the following categories and other classifications too. TA RGE T AUDI E N CE  consumer analysis 2 IDENTIFY YOUR MOST VALUABLE CUSTOMER Pareto Principle states that 80% of business comes from 20% of customers. Try to capture the interest of the 20% first before moving to the other 80%. Do customers with certain characteristics tend to have a higher average customer lifetime value? Check their retention rate, repeat purchase rate, redemption rate, loyalty index, upselling ratio, engagement numbers, etc.  consumer analysis 3 TALK TO YOUR CUSTOMERS To understand your customer’s needs, you need to talk to them via interview of focus groups. Ask the right questions, e.g. 5 Whys technique. By asking why 5 times, you peel the issue layer by layer, and get to the root of the problem. People make 95% of purchases based on emotions. To discover the emotional drivers behind purchases, treat your interview like a conversation where your customer feels relaxed and safe enough to trust you with their true thoughts and feelings (e.g. big, or long term commitment purchases – houses, cars, insurance, etc.) Ask open-ended questions, practice active listening, pay attention to body language.  consumer analysis 3 TALK TO YOUR CUSTOMERS Customer Focus Group A focus group gathers a selection of customers in a room to discuss specific topics under the guidance of a trained facilitator. Focus group can be useful in eliciting a wide range of opinions on your products and services. The downside might be inhibition of free discussion, and domination of one group with their opinions.  consumer analysis 3 TALK TO YOUR CUSTOMERS Usability Study Observing how just a few customers use the product can uncover problems with a website or an app. Observe with an open mind to avoid in-attentional blindness. Document the observations through notes, video recordings, or photographs.  consumer analysis 4 COLLECT CUSTOMER VOICES FROM THE FIELD Interviews are valuable but have the tendency to be bias (e.g. selection bias – customer with positive experiences are more willing to participate than those negative ones). Added to this, answers that people give do not always align with their behaviours. Here are some methods that you can use to collect customer voices from the field:  consumer analysis 4 COLLECT CUSTOMER VOICES FROM THE FIELD Social media – sentiment Service conversation analysis Review sites Your customer service is People tend to be honest More concrete insights than in constant contact with on social media to tell social media. They often customers for product their experience with a make or break customer’s issues, make brand/product/ service on decision to purchase. suggestions, etc. FB, Twitter, Quora, Reddit, Review apps collect etc. feedback in one place. Live chats, emails, etc.  consumer analysis 5 RUN SURVEYS Interview and focus group provide qualitative data. They inform of customer’s motivations and concerns. A follow up customer surveys will validate and substantiate these motivations and concerns. The data will be a powerful information in informing your decision about your product/service/campaign. Some tools that you could use are: in-app surveys, post-service surveys, long email surveys  consumer analysis 5 RUN SURVEYS Conjoint analysis: A choice-based survey technique that asks customer to place a value on each product/service feature via hypothetical question. E.g. Would you rather spend RM20 for a t-shirt or a KFC snack plate? This type of question shows us what customers are willing to give up to get what they need.  consumer analysis 6 CREATE BUYER PERSONAS Customer personas are stereotypes of your most valuable customers, including their demographics, motivations, behaviour patterns, goals, and dislikes. This is to make it easier for you to strategise your plan based on this group of people, and not some random strangers. You can create more than one personas due to customers’ different needs. E.g. Students go to He & She to buy a pastry for lunch. It comes with a deal, buy 1 pastry (RM5) and add RM2 for a cookie. A lecturer goes to He & She and sees the sign that says spend a minimum of RM20 and get 1 coffee for free. (Different target market).  consumer analysis 7 CREATE A CUSTOMER JOURNEY As customer behaves differently at each stage of their purchase journey, a customer journey map can help to connect the dots, and uncover a customer’s dislike and other factor that make their experience a good or poor one. A journey map is a visual representation of all the touchpoints and interactions a customer has to go through to reach his/her goal. Examples of a customer journey map that may inform us of their behaviour and likes or dislikes:  consumer analysis 7 CREATE A CUSTOMER JOURNEY The information presented on the interfaces does not live up to the descriptions in the commercials. The customer has to exert a lot of effort in navigating the website to search for car information. E.g. Think about your experience watching a McDonald’s burger ad, and how the burger looks like once you have purchased it. Think about your experience navigating the e-learn website, or the e- daftar website. What was that like?  Consumer & Sociocultural Values  Targeted Customer/ Social and cultural issues is directly related to the marketing, Market advertisement and public relations approaches in a community or nation. The sociocultural framework studies the interaction of social and cultural factors to explain cognition. In PR and marketing, it looks at consumers’ cognition, preferences, attitudes, and behaviours. Society and culture, including social customs, beliefs, values, and language will shape the cognition and perceived reality, beyond innate or individual forces. Staiano & Calvert, 2017 https://www.oxfordbibliographies.com/view/document/obo-9780199791231/obo-9780199791231-0054.xml  Targeted Culture matters in advertisement as it is informed by a society’s Customer/ customs and traditions. Market Culture is revealed through a society’s artistic and intellectual achievements, and maintained by a series of behavioural codes passed down from generation to generation. Paying attention to culture in advertising is extremely important for brands that work on a global scale, especially if the brand is working in markets that are culturally different to where it is based. Messages, symbols, rituals, colours, languages, etc. can have significantly different meanings and messages across cultures.  Cultural Connections There is also a correlation between emotions and culture in advertising. Emotions are informed by culture; and drive engagement, brand recall and purchase intent. Understanding culture in advertising helps define relevant emotional ranges that can be used with a particular audience. For example, let’s take a look at identity dimension that measures the strength of a nation’s self-image.  Cultural Connections ‘FIXED SOCIETIES’ ‘FLEXIBLE SOCIETIES’ Are always looking to adapt and improve. They might Have clear identities rooted in have traditional values, but tradition, they see no reason they are interested in moving to change or evolve. with time. E.g. Columbia, Venezuela. E.g. Japan, Taiwan.  CULTURAL APPROPRIATION When a brand uses cultural elements from another culture in a way that is perceived as disrespectful or exploitative. Therefore, is it ever acceptable to apply something that does not belong to our https://unruly.co/blog/article/2018/11/01/the-importance-of-culture-in-advertising/ culture? When and how is it acceptable for us to apply other cultures to our business?  T H E H I STO RY O F P U B L I C R E L AT I O N S   Discuss the Summarise the effectiveness of history of Public selected Public Relations. Relations campaigns. At the end of the lesson, you should be able to: Present some Explain ‘persuasion’ successful& and ‘manipulation’ unsuccessful recent in Public Relations Public Relations with examples. campaigns.  what is P U B L I C R E L AT I O N S ? “the management function that establishes and maintains mutually beneficial relationships between an organisation and the publics of whom its success or failure depends” (Cutlip, Center & Broom, 1994) PR is a powerful brand builder as it harnesses the power of third- party testimonials in the media.  ROLE OF PR Building awareness and a favourable image for a company or client. Closely monitoring numerous media channels. Managing crisis that threatens the company or product image. Building goodwill among an organisation’s target market through community, philanthropic and special programs and events.  TYPES OF PR Employee/Internal Digital Public Media relations relations Relations Financial Public Community relations Crisis communication Relations Government relations Corporate Social Public affairs (Lobbying) Responsibility (CSR) Marketing Public Investor relations Non-profit PR Relations (MPR) Health public International PR relations THE HISTORY OF PUBLIC RELATIONS E D W A R D B E R N AY S  Edward Bernays was considered as “the father of spin” and “the father of PR”.  He created different methods and philosophies of PR that are still in used today.  Bernays worked multiple campaigns – one of it for Proctor and Gamble (P&G) in 1923.  THE HISTORY OF PUBLIC REL ATIONS S O M E O F B E R N AY ’ S CA M PA I G N S “Cleaning Up “Torches of “Hearty “The Guilt the Act” Freedom” Breakfast” Barrier” Ivory Soap by Lucky Strike Breakfast food Betty Crocker Proctor and by American by the Beech- cake mix Gamble Tobacco Nut-Packing Company company  P U B L I C R E L AT I O N SAMPLE 1 “Cleaning Up the Act” Ivory Soap by Proctor and Gamble  B E R N AYS ’ A N D P & G I VO RY S OA P Large Sample Surveys 1. P&G hired Bernays to promote 1. He surveyed customers including large Ivory soap. polls of hospitals, clinics, doctors and nurses asking if they preferred chemically 2. Bernays first set out to see if scented and coloured soap, or unscented Americans were interested in a soap like Ivory. soap like Ivory, a plain, white non-perfumed soap. 2. He found that most preferred plain, white, non-perfumed soaps. Ivory was the only soap then with such features. 3. The survey results were published in newspapers, providing plenty of free positive promotion for P&G.  B E R N AYS ’ A N D P & G I VO RY S OA P 6. Bernays broadened the market by The National Soap Sculpture tackling children’s distaste for soap Competition and bathing while distinguishing the brand from competitors. a. Inspired by a local artist who used soap instead of wax to carve 7. He involved P&G in other events to miniature sculptures, Bernays created receive more media coverage, e.g.: the annual National Soap Sculpture Competition to inspire children to get A soap yacht in Central Park creative with soaps. Soap carving contests among school children b. The winning sculptures were sent to Soap sculpture exhibitions exhibitions in New York and museums around the country.  B E R N AYS ’ A N D P & G I VO RY S OA P c. The contest became so popular that f. This gave a lot of media exposure to it entered the curriculum in many the soap and directly, Proctor and school districts and was held for 25 Gamble. years. d. The National Soap Sculpture Competition inspired millions of school children. e. Children who are “enemies of soaps” find “creative and artistic expression…” and were conditioned to enjoy using Ivory.  B E R N AYS ’ A N D P & G I VO RY S OA P Soap Yacht Race in Central Park What is the ideology a. The soap yacht race in Central Bernays’ tried to create with Park, New York was held to prove Ivory Soap? that Ivory Soap floated better than soaps from other competitor What have you learnt from brands. Bernays’ Ivory soap’s public relations stunts? b. Bernays’ innovative work with Ivory soap created a product base which lasted and to this day, is still a leading soap. Public Relations Sample 2 “Torches of Freedom” American Tobacco Company for Lucky Strike  Bernays 1. In 1929, Bernays worked for the American Tobacco and Company to encourage women to smoke the Lucky Strike Lucky Strike cigarette. 2. At that time, it was taboo for women to smoke in public. 3. A market research showed that Lucky Strike’s green packaging put women off buying them as it was not a desirable colour. What do you think Bernays did to solve the problem? 4. It was too expensive to replace the green packaging. Bernays 5. Therefore, Bernays made a specific shade of green on and the packaging of Lucky Strike, the premiere colour of Lucky Strike the fashion season. 6. He convinced fashion designers to incorporate the green colour into their new season designs and held a ‘Green Gala’ at the Waldorf-Astoria hotel for some of the society’s most prominent trendsetters. 8. The campaign did not stop there. It went further. 9. To break the taboo of smoking in public, Bernays linked Lucky Strike cigarettes to the women’s liberation Bernays movement and staged a demonstration at the 1929 Easter and parade. Lucky Strike 10. Bernays hired suffragettes, who are fashionable young women, to march in the Easter Parade in New York City, and forewarned the press that they would be lighting “Torches of Freedom” (Lucky Strike cigarettes) as they marched. 11. With photographers in place, and at Bernay’s signal, the women lit cigarettes and smoked them as they marched. 12. The next day, newspapers around the world had front page headlines reading “Group of Girls Puff as a Gesture of Freedom”. Bernays and 13. This associated the Lucky Strike cigarettes with Lucky Strike freedom, thereby breaking the taboo against women smoking in public. 14. The brand became the symbol of gender equality in the US in those years.  P U B L I C R E L AT I O N S A M P L E 3 “Hearty Breakfast” T h e B e e c h - N u t Pa c k i n g C o m p a n y  B E R N AYS ’ A N D BACO N B R E A K FAST “Breakfast is the most important meal of the day” 1. Bernays had something to do with the statement above. 2. The Beech-Nut Packing Company was struggling to sell one of its largest meat products (bacon). 3. They employed Bernays who was then known for his reputation and expertise. What do you think Bernays did?  B E R N AYS ’ A N D BACO N B R E A K FAST 4. Rather than reducing the price, 7. The petition was published in Bernays asked, “Who tells the public newspapers, and the all-American what to eat?” breakfast was born, with a huge spike in bacon sales. 5. Bernays spoke to numerous physicians and concluded that a hearty breakfast 8. Bernays was known as the “master of was better than light. spin”. 6. Bernays got 5000 physicians to sign a 9. We can see that Bernays went to statement that agreed a protein-rich extreme lengths (5000 doctors) to heavy breakfast of, for instance, bacon legitimise his claim and brand his and eggs, was healthier than a light product to create something of an one (e.g. toast, orange juice, coffee, ideology or propaganda. etc.). P U B L I C R E L AT I O N S A M P L E 4 “The Guilt Barrier” Cake Mix by Betty Crocker  1. Bernays employed a more psychoanalytical methodology to improve the sales of Betty Crocker’s instant cake mix. 2. After a focus group on the target market Bernays and Betty (American housewives), it was concluded C r o c k e r ’s C a k e M i x that they felt an unconscious guilt for using a product that required so little effort to make. So, how did Bernays address this issue?  3. The solution - Bernays gave them a greater sense of participation, by requiring them to add an egg into the mixture. 4. Sales soared as the symbolic egg removed the barrier of guilt. Bernays and Betty C r o c ke r ’s C a ke M i x What is the lesson that we can learn from this campaign? When met with problems, we have to find the root cause of the problems (in this case, sales were not good because of guilt in using a product that makes things too easy). Read more at: https://coschedule.com/blog/public-relations-examples/ THE L ANGUAGE OF PUBLIC REL ATIONS PERSUASION MANIPUL ATION WHAT IS PERSUASION ? An attempt to influence a A PR person must Gained person’s action be aware of what knowledge is through an appeal the audience ‘mutually to his/her self- wants to know. beneficial’. interest.  WHAT IS MANIPUL ATION? The audience might not need to know about the message, but they are May result in a loss of tricked into that credibility or negative knowledge when there feelings. is little or no benefit to them. We’re sorry. A chicken restaurant without any chicken. It’s not ideal. Huge apologies to our customers, especially those who travelled out of their way to find we were closed. And endless thanks to our KFC team members and our franchise partners for working tirelessly to improve the situation. It’s been a hell of a week, but we’re making progress, and every day more and more fresh chicken is being delivered to our restaurants. Thank you for bearing with us. Creative director Demna issued a public apology for one of the fashion brand’s recent advertising campaigns, which featured images of young children cuddling teddy bears in fetish clothing. “I want to personally apologize for the wrong artistic choice of concept for the gifting campaign with the kids and I take my responsibility. It was inappropriate to have kids promote objects that had nothing to do with them.” Demna continued, “As much as I would sometimes like to provoke a thought through my work, I would never have an intention to do that with such an awful subject as child abuse that I condemn.” He added that he is committed to working with “child protection organizations” moving forward. In an Instagram statement, Balenciaga’s president and CEO offered his own apology for “our mistakes” and shared a series of actions now being implemented at the fashion house. Photographer Gabriele Galimberti said, “I am not in a position to comment (on) Balenciaga’s choices, but I must stress that I was not entitled in whatsoever manner to neither chose (sic) the products, nor the models, nor the combination of the same.” Pre-crisis Crisis management plan – reference tool, not blueprint (updated annually) Qualified crisis management team, legal personnel, spokesperson Testing exercises Pre-draft crisis response messages – full press release, social media statements In-crisis Initial response within first hour Factually accurate, right side of the law Consistency as an organisation Public safety Reputation Financial concerns In-crisis Apology Attack accuser Scapegoat Excuse, reasoning Good intentions Ingratiation, praising Compensation Emotive expressions Post-crisis Analyse Promise Deliver Update Expressions of confidence Primary sources CNN Coombs, W.T. (2007). Ongoing crisis communication: Planning, managing, and responding (2nd edition). Los Angeles: Sage. Influential UK Insider Institute for Public Relations, University of Florida Psychology Today The New York Times The Rakyat Post Google Images  At the end of the lesson, you should be able to: Explain the Create Define Public functions of marketing plans Relations (PR) (PR) and based on the and Marketing Marketing 7Ps of marketing.  P U B L I C R E L AT I O N S The professional management and maintenance of a favourable public image and reputation. It refers to the process of building mutual understanding and trust between a customer and a brand.  MARKETING The action or business of promoting and selling products or services, including market research (to identify customer needs) and advertising. The aim is to generate profits and revenue.  ADVERTISING The activity or profession of producing advertisements for commercial products or services. It is a direct promotion of a product or a service.  MARKETING PUBLIC RELATIONS MARKETING PUBLIC RELATIONS To generate revenue. To maintain the reputation of an organisation. Involves market research. Involve maintaining positive Include product development, relationships for all pricing strategies, and stakeholders. distribution channels. Community relations, media 4Ps/7Ps marketing mix. relations, CSR, crisis management, and everything Advertising is part of good for a company. marketing.  MARKETING The process of promoting and selling products or services to potential customers. It involves understanding customer needs, creating products, setting prices, and finding the best ways to reach and persuade customers to buy. PUBLIC RELATIONS The practice of managing a company's reputation and building positive relationships with the public, including customers, the media, employees, and the community. It focuses on maintaining a positive image and addressing any issues or crises that may arise. ADVERTISING Advertising is a specific component of marketing that involves creating and delivering messages about a product or service to a target audience through paid channels, such as TV, radio, online ads, billboards, and social media.  Aspects of Marketing Aspects of Public Relations Advertising Media Relations Publicity Product Development Internal Relations Pricing Strategies Event Management Market Development Financial Relations Consumer Relations Competitive Analysis Public Affairs Issues Management Crisis Communication  The action or business of promoting and selling products or services, including market research and advertising. The process at the management level what is through which goods and services move MARKETING? from concept to the customers. The activity, set of institutions, and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society.  Dr. Philip Kotler defines marketing as “the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit.” what is Marketing identifies unfulfilled needs and MARKETING? desires. It defines, measures and quantifies the size of the identified market and the profit potential. It pinpoints which segments the company is capable of serving best; and it designs and promotes the appropriate products and services.  TYPES OF MARKETING Content Inbound Marketing marketing marketing communication Traditional Digital Social media marketing marketing marketing Email Visual SMS marketing marketing marketing