Marketing Communication Transcript PDF

Marketing communication mix 1.​ Advertising - a paid form of non-personal communication that promotes a product, service, or brand to a broad audience through various media channels such as TV, radio, print, digital, and social media. 2.​ Digital marketing communication - the use...

Marketing communication mix 1.​ Advertising - a paid form of non-personal communication that promotes a product, service, or brand to a broad audience through various media channels such as TV, radio, print, digital, and social media. 2.​ Digital marketing communication - the use of online platforms and digital tools to engage consumers. It includes social media marketing, email marketing, content marketing, search engine optimization (SEO), and paid online advertisements to reach and influence audiences. 3.​ Marketing public relations - use of PR techniques to support marketing objectives. It involves managing brand perception, building relationships with the media, and using earned media coverage (e.g., press releases, influencer partnerships, events) to enhance a brand’s credibility. 4.​ Sponsorship - when a company financially supports an event, person, organization, or activity in exchange for brand exposure. It is often used in sports, entertainment, and cultural events to build brand awareness and goodwill. 5.​ Personal - direct, face-to-face interaction between a salesperson and a potential customer, aimed at persuading them to purchase a product or service. It allows for personalized communication and relationship-building. 6.​ Sales promotion - consists of short-term incentives designed to encourage immediate purchases or actions. Examples include discounts, coupons, contests, free samples, and buy-one-get-one-free (BOGO) offers. 7.​ Direct marketing - s a strategy that involves communicating directly with potential customers through channels such as email, SMS, direct mail, telemarketing, and personalized online ads. It aims to generate immediate responses and build long-term relationships. 8.​ Point of purchase communication - efers to marketing materials and displays placed in retail locations to attract consumer attention and influence buying decisions. Examples include in-store signage, product demonstrations, promotional stands, and digital kiosks. The Creative Effectiveness Ladder is a framework that helps brands and marketers understand how creative work drives business success. It outlines different levels of effectiveness, showing how campaigns can move from simple goals like grabbing attention to creating long-term brand growth. Positioning and targeting: A brand’s position - directly related to the target segment. The position represents the brand’s meaning and shows off its uniqueness. Branding: -​ A hot issue in the field of marketing communication -​ Everything an organisation does all converge on the business of the value proposition -​ Brand name represents everything a company does -​ A mixture of tangible and intangible attributes (symbolised in a trademark, logo, name) which, if properly managed, creates influence and generates value Why are you able to remember the names associated with the logo/brands? A brand is a collection of perceptions in the mind of the consumer So, what shapes consumer perceptions? A key driver of it will be their experiences of a brand. It is each and every brand experience that shapes what the brand is in the mind of consumer Semantic memory nuggets of information gathered since we were young, ie. Colours, brands, logos and names Episodic memory events of life which are milestones ie first job, date, going to another country Procedural memory muscle memory, knowing how to do things, acquired through practice, repetition ie driving a car, swimming Lecture two, process and persuasion. So let's first cover, Markham as a process. For starters, communication involves a share or common meaning. It's also the act of conveying intended meanings from one entity to another through the use of mutually understood science and semiotic rules. And this is essentially made up of a sender and receiver with both being active participants. So this diagram, just in sec exemplifies the communication process and elements which owns part of the process. First, we have, the source where messages are being encoded, where ideas are being communicated and translated into a symbolic form. Then there's the communication communication objectives, which, basically stems from the objectives aligned in last week's content where awareness, imagery, or influencing behavior all form part of the intended objectives. So the communication objectives are basically formed, so that the message, is being constructed, and this is where the symbolic expression of what the communicator intends to achieve is being made. This is this message is then communicated to the message channel, which is basically the part of communication platforms used to be consumers. These consumers are the receivers who are current and potential consumers with whom their source attempts to share ideas. This then leads to the communication outcome, which basically entails the audience's experiences received, which should match the complete communicators' expected outcomes. And then the loop is closed through the feedback mechanism, which entails how accurately the intended message is to receive and whether it is a contingent of its intended objectives. Within this process, there is also the term, noise, which basically is anything which interfere, interrupt, or distract from the intended message. So this also includes psychological noise which can be a result from frequency motions we bring to the conversations such as racial stereotypes, repetitions, biases, and assumptions. So for the quiz, next week, please remember the various elements of this communication model and what each of the process entails. We spoke last week about the communications for the twenty first century. Here it was highlighted that technology will influence how information reaches consumers, who seeks out, this information and where and places where information can be gathered. For this many scholars emphasize that a two way communication model for this technology driven age, needs to be adopted. And this figure, illustrates how consumers receive and can get information from sources other than the brand itself. So overall, we have a marketeer and the competition remain the messages to the customer. Within this, consumers are also drawing on other sources of information. So within the area of new media, we're talking about things like blogs, discussion boards, RSS feeds. RSS feeds are a type of web feed which allows you to access updates to online content, other things like social media and more. One area where other sources of information can be thrown upon is in the term collaborative co creation communication. And this is where consumers are asked to be interactive. So for example, if you go to website or YouTube before an ending, or if you're asked to participate in social media engagement project. So collaborative co creation is about turning your external stakeholders into potential partners. In this in practice, this can mean collaborating with customers, suppliers, and other key actors so they become co creators of a social and business value for mutual benefit. The following video is an example of Volvo, which took the opportunity to capitalize on Superbooking. They basically use collaborative cocreation competition. What was good about this campaign was it basically achieved about 2,000 tweets per minute. With sales of the mobile x 60 increasing by 70%. So just let's have a quick look at the okay. We now move on to a marketing condition and meaning. Meaning is, basically derived from a number of perspectives and is primarily developed by accomplishing specific brand model objectives. That consists of two key components, symbols, which are used to establish a relationship between a brand and a reference. So here, logos, trademarks, colors, and symbols are often the symbolic relationship is not just using one literal language. And then we have Semiotics. Semiotics Semiotics, was developed by Ferdinand Sassor who's actually one of the founding fathers of twentieth century linguistics. So what Seminar what Seminar does is basically helps clarify how consumers learn means associated with products or brands. So Sasaur breaks this concept down to, the signs, signifier, and signifying. And for signs, they are basically tuning parts inside the signifier, the physical existence, the words, sound, and image. And then there's the signified, which is the mental concept of the meaning that is drawn by the receiver. So let's just apply apply this, concept using a blueprint ads. So for the Choc Choc ads here, the signifier is represented by the ants walking around the sugar free lollipop. And this basically signifies or drives home the message of a key feature of the product, and this is to the point that even the ants are avoiding it. So it's crafted in a creative manner, and the key message is basically that the brand, Choc Chocs, It's offering a sugar free variant of its product range. For Ford ad, the signifies represented by the Ford key having grooves to be doing the key, the city landscape, and this signifies the fact that the Ford vehicle is an urban utility vehicle. So for both ads, the message is effectively connected without the use of too many words. Other forms of figurative language also exist and they are similes, metaphors, and allegories. So let's go through each of them using examples. So assembly assembly is basically a figure of speech involving the comparison of one item with another item of a different kind. And it's primarily used to make a description more vivid. So what it does is it uses comparisons in the words like or as to highlight the message. So we're talking about American as apple pie, as big as an elephant, as blind as a bat, as boring as watching can drive, as brave as a lion. For the comparison using the word like, it's illustrated in these two examples. So it says sleeping on a CD is like sleeping on a plow. And the line, life is like a box of box of droplets. The line that we made famous in the Tom Hanks movie Forester. In contrast, if a metaphor applies a word or phrase to a concept which does not need to read describe. So metaphors create brand association, enhance persuasion. So in this example here, the post shave offered by Gillette is the best a man can get. Nokia use this metaphor to convey the image of bringing people together with their mobile phones as opposed to just having conversations. So Nokia is all about connecting people. So there are also metaphors which combine, visual and verbal presentation. The print ad here by Tag Heuer, won numerous prestigious advertising awards in mid nineteen eighties. So the campaign success as a mind game, was based on sports and focused on the brand's positioning in the luxury sector. It was it was also about mental pressure that conditions an athlete's victory. So this print ad picks rugby teams at the edge of a cliff and other industries that campaign that can be swimming the charts and hurdler leading over razor blades. The print ad here is an empty smoking message comprising of a visual metaphor of the run with the message smoking kills. And for Mitsubishi, as this app, it's been a rhino, associating the recoil, in the durable, robust. We then move on to allegories. Allegories are extended metaphors and basically promotes products that are difficult to apply to a lot more consumer. So what it does, it uses for sonification and this makes advertising more palatable consumers. For some brands, this personification is in the form of mascots, as they are also in many ways brand identifiers. So case in point, you eat a fly, the M and M's sourced candy, the Kellogg's, phony the tiger, and even the Michelin Man just to name a few. For the quiz next week, please remember the differences of the terms, simile, metaphor, and allegory. We now move on to behavioral foundations in marketing communication. Understanding behavioral foundations aids in a couple of areas. And this is influencing consumers' brand related beliefs, the attitudes towards the brand, the feelings and emotional reactions to the brand itself, which ultimately then leads to the choice of brand. Within this, two models, exist and they are at the either end of the continuum. One which is the CPM or consumer processing model, and the other, the HEM or hedonic hedonic experiential model. So the CPM, is a model which is pure reason, which involves rational, practical, and functional areas, ahead. And the hedonic experiential model is about feelings, emotion, and sensory stimulation, which is hard. It must be more to go that both models are not mutually exclusive. So, really, they're not separate entities. So to illustrate this model in practice, the CPEM model for these two ads happen to be rational, functional, and functional features of what is being communicated by the respective products. So first, there's bounty on the left, which means it's a functional nature of the product revolving, around high absorbency. While Domino's here, talks about the value proposition of the sales promotion, which is the buy one get one free get one free offer. Another example of the CPM model here is, best feature in this MacBook Pro. And as this is about out the ultra thin feature of the laptop itself. It was a simple and highly engaging, execution. And as a result, it won them a creative TANS Lions award for it. For the HMO, it's a model related to feelings and sensory simulation where the pursuit of fun fantasies or emotion drive consumer processing. So the message, is emotive in nature, and this is depicted in this print ad for Mercedes Benz s class. For this ad here, there's a feeling of aspiration and prestige, which is evolved when, consumers actually look at the ad. So the feelings are conjured up as a result of the communication. We now move on to the concept of position in MaCom. We say frustration as it attempts to guide consumers towards certain beliefs, attitudes, or behaviors, and we do this by using reasoning and implementing various appeals. So within this, there are frustration tactics, and this refers to tools to, of influence that cut across persuasion practices. But one of the tools is social proof. Social proof is also known as informational social influence, and this entails a process where consumers experience a need to socially fit into society. So here, they look at the actions of others to model the correct behavior, and basically purchase products or services that are used by the reference groups or in those facilities. So consumers believe that the use of this product will increase the likelihood of his or her social acceptance in society. We then have liking. For liking, it is a known research fact that consumers are more likely to adapt, to adopt an attitude or undertake an action where a likable person promotes that action. So for this, the physical attractiveness and similarity of, of the context is key. But here are two examples of social proof and liking on This diagram explains how communication works in marketing. Here’s a simple breakdown of each part: 1.​ Source (Marketing Communicator) – This is the person or company that wants to send a message, like a brand trying to promote a product. 2.​ Communication Objective – The goal of the message, such as creating awareness, shaping the brand’s image, or influencing customer behavior. 3.​ Message – The actual content being communicated, like an advertisement, social media post, or store display. 4.​ Message Channel(s) (Media) – The platform used to deliver the message, such as TV, social media, or a billboard. 5.​ Receiver (Target Audience) – The person or group the message is meant for, like potential customers. 6.​ Communication Outcome – What happens after the message is received, such as brand awareness increasing, attitudes changing, or customers deciding to buy something.  7.​ Feedback – The response from the audience, which could be engagement, reviews, or changes in sales. 8.​ Noise – Any distraction or interference that makes the message less effective, like too many ads, misunderstandings, or technical issues. Difference between the information processing model and innovation adaption model ​ The Information Processing Model helps marketers design effective messages by understanding how people perceive and retain information. ​ The Innovation Adoption Model helps businesses predict how quickly and widely a new product will be accepted. Also exists a few consumer responsibles. They are the Innovation adoption model information processing model and building or FCB model. Let's quickly first is the Innovation of option model, which is about making consumers away of the new product before purchasing the product so for this model. Trial is a key component and for the finished brand here. This is basically carried out to sales promotional free samples, then there's the information processing model this model the first from the other response model, as their focus is basically on retention and retention here refers to the continuous ability to remember the future this usually occur in the brand message in so for this frequency of the message that key role and companies like Harvey Norman before this category constant reminder processing model and innovation option model the next move on to the corn and building of the FCB tiny model, what does is basically indicates that consumers respond different message, and it's based on the level of green this involves four types of advertising different type of continuous message the environment of the channel.