Learning Activity 12: Marketing Communication PDF

**LEARNING ACTIVITY 12** Name : \_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_ Grade / Score : \_\_\_\_\_\_\_\_\_\_\_\_\_\_\_ Grade & Section : \_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_ Strand / Track : \_\_\_\_\_\_\_\_\_\_\_\_\_\_\_ Subject : \_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_...

**LEARNING ACTIVITY 12** Name : \_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_ Grade / Score : \_\_\_\_\_\_\_\_\_\_\_\_\_\_\_ Grade & Section : \_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_ Strand / Track : \_\_\_\_\_\_\_\_\_\_\_\_\_\_\_ Subject : \_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_ Date : \_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_ Type of Activity (*Check or choose from below*) Concept Notes Laboratory Report Formal Theme Others: Skills: Exercise / Drill Illustration Informal Theme \_\_\_\_\_\_\_\_\_\_\_\_ Activity Title : **[Marketing Communication: Advertising Communication Mix]** Learning Target[: 1.Describe the major components of marketing communication.] [2.Identify the appropriate types of communication strategy under different circumstances.] REFERENCES: AIDA (marketing). (2023). [[https://en.wikipedia.org/wiki/AIDA\_(marketing)]](https://en.wikipedia.org/wiki/AIDA_(marketing)) Kotler, P. (1973). The Major Tasks of Marketing Management. In P. Kotler, Journal of Marketing (Vol. 37, Issue 4, p. 42). SAGE Publishing. https://doi.org/10.1177/002224297303700407 What Does the Sales Acronym AIDA Mean? (2019). [[https://www.liveabout.com/what-is-aida-2917366]](https://www.liveabout.com/what-is-aida-2917366) Marketing Communication ======================= Marketing communication encompasses the various tools and channels a company uses to communicate with its target audience and promote its products or services. This includes advertising, public relations, sales promotions, direct marketing, and digital marketing. Advertising ----------- Advertising is a paid form of non-personal communication used to promote products or services to a target audience through various media channels, such as television, radio, print, online, and outdoor advertising. It\'s a crucial component of the broader marketing communication mix. Communication Mix ----------------- The communication mix, also known as the promotional mix, refers to the specific combination of marketing communication tools a company uses to achieve its marketing objectives. It typically includes the following elements: - **Advertising:** As mentioned above, paid non-personal communication through various media. - **Public Relations:** Building and maintaining a positive public image through media relations, events, and other activities. - **Sales Promotions:** Short-term incentives to encourage sales, such as coupons, discounts, contests, and free samples. - **Direct Marketing:** Communicating directly with individual customers through channels like email, direct mail, and telemarketing. - **Digital Marketing:** Utilizing online channels like websites, social media, search engines, and email to reach and engage customers. Objectives of Marketing Communication ===================================== The marketing communication objectives align with the company\'s overall marketing goals. You\'ve highlighted some key objectives: Product Life Cycle ------------------ Marketing communication objectives vary depending on the stage of a product\'s life cycle. - **Introduction:** Create awareness and generate initial demand. - **Growth:** Build brand preference and increase market share. - **Maturity:** Maintain market share and defend against competition. - **Decline:** Reduce marketing spending and potentially phase out the product. Decision-Making Process ----------------------- Marketing communication aims to influence consumer behavior at each stage of the decision-making process: - **Awareness:** Make consumers aware of the product or service. - **Consideration:** Provide information and highlight benefits to encourage consideration. - **Decision:** Persuade consumers to choose the product or service. - **Action:** Facilitate purchase and encourage repeat purchases. Stimulating Demand ------------------ A primary objective of marketing communication is to stimulate demand for products or services. This can involve creating primary demand (for a new product category) or selective demand (for a specific brand. Hierarchy of Objectives ----------------------- Marketing communication objectives often follow a hierarchy, starting with building awareness and progressing towards driving sales and building customer loyalty. A common model is the AIDA model: - **Attention:** Grab the audience\'s attention. - **Interest:** Generate interest in the product or service. - **Desire:** Create a desire for the product or service. - **Action:** Motivate the audience to take action (e.g., purchase). Advertising Goals and Objectives ================================ Advertising goals and objectives provide direction and purpose for advertising campaigns. They define what the advertising aims to achieve and how success will be measured. Image Versus Promotional Advertising ------------------------------------ - Measurable Objectives --------------------- Effective advertising objectives should be measurable, allowing for assessment of campaign success. The SMART criteria provide a framework for setting measurable objectives: - **Specific:** Clearly define what needs to be achieved. For example, \"increase website traffic\" is less specific than \"increase website traffic by 20%.\" - **Measurable:** Quantify the objective with specific metrics. For example, \"increase brand awareness\" is less measurable than \"increase brand awareness by 15% as measured by brand recall surveys.\" - **Achievable:** Set realistic objectives that are attainable within the given resources and time frame. - **Relevant:** Ensure the objectives align with the overall marketing goals and business objectives. - **Time-bound:** Specify a timeframe for achieving the objectives. For example, \"increase market share by 10%\" is less time-bound than \"increase market share by 10% within the next year.\" (PPT - Achieve Your SMART Marketing Goals, 2020) mentions setting both short-term (3-9 months) and long-term (12-24 months) marketing goals. (Bellizzi & Lehrer, 1983) emphasizes the importance of establishing advertising objectives derived from marketing goals. These objectives should specify what is to be accomplished through advertising, both for the advertiser and in the mind of the prospect. Examples include providing product information, creating awareness, introducing new products or services, and reminding buyers of the company and its products. (Abratt, 1987) discusses advertising objectives in industrial companies, noting that advertising can increase company name recognition and enhance sales opportunities. (Objectives and Importance of Advertising, 2023) describes different types of advertising objectives, such as trial (convincing customers to try a new product) and continuity (keeping existing customers) Advertising Planning ==================== A well-structured advertising plan is crucial for effective campaigns. Here\'s a breakdown of the elements you\'ve listed: Target ------ Identifying and defining the target audience is paramount. This involves understanding their demographics, psychographics, needs, and media consumption habits. (How to Prepare an Advertising Plan, 2022) emphasizes specifying the target audience in terms of age, sex, region, or buyer personas. (Greene, 2009) discusses the importance of segmentation and targeting in advertising, enabling marketers to identify and reach specific consumer groups. Message: Unique Selling Proposition ----------------------------------- The advertising message should clearly communicate the product or service\'s benefits and differentiate it from competitors. A strong Unique Selling Proposition highlights what makes the offering unique and desirable to the target audience. (Liu & Pang, 2018) discusses the importance of advertising creativity in conveying messages and engaging the audience. Advertising Media Characteristics and Alternatives -------------------------------------------------- Selecting the appropriate advertising media is essential for reaching the target audience effectively. Each medium has its own characteristics, advantages, and disadvantages. Consider factors like reach, frequency, impact, and cost when choosing among alternatives such as television, radio, print, online, and outdoor advertising. (The 9 Steps of the Media Planning Process Explained, 2022) explains the media planning process, which involves determining where, when, and how often to run ads to maximize results and minimize costs. (Media Planning Basics: The 10 Parts of a Media Plan, 2022) outlines the ten parts of a media plan, including specifying the audience, location, timing, reach, frequency, cost, and goals of media placements. Timing ------ The timing of advertising campaigns can significantly impact their effectiveness. Consider factors like seasonality, product launch dates, and competitor activities when scheduling advertising. Budget ------ Establishing a realistic advertising budget is essential. The budget should align with the campaign objectives and available resources. (How to Create a Compelling Advertising Plan, 2023) mentions that the advertising plan includes the budget. Advertising Agencies ==================== Advertising agencies provide specialized expertise in developing and executing advertising campaigns. They offer services such as: - **Market Research:** Understanding consumer behavior and market trends. - **Creative Development:** Creating compelling advertising messages and visuals. - **Media Planning and Buying:** Selecting and negotiating media placements. - **Campaign Management:** Overseeing the execution and monitoring of campaigns. (Sutherland et al., 2004) discusses the information flow between clients and advertising agencies, highlighting the importance of clients providing agencies with adequate knowledge about the target audience, product, and market. Advertising agencies play a crucial role in the development and execution of effective advertising campaigns. They specialize in market research, creative development, media planning, and campaign management. Activity: Group activity: Write an example of advertising in hospitality and tourism industry.