Marketing Communications and Promotional Practice The Communication Process

Marketing Communications and Promotional Practice The Communication Process

Marketing Communications & Promotional Practice The AIDA Model Attention Get noticed. Interest What’s in it for me? Problem solving? Desire ‘Want’ factor Brand Action How do I get it? HAUT Transfer Abroad Programme

The DAGMAR Model & Promotional Practice Marketing Communications (Defining Advertising Goals for Measured Advertising Results) also known as ‘Hierarchy of Effects’ model HAUT Transfer Abroad Programme

Marketing Communications & Promotional Practice The DRIP Model Differentiate Be different from the competition Remind Who are we? What do we stand for? Inform What’s new? Features-Benefits Persuade Why is it right for you? HAUT Transfer Abroad Programme

Marketing Communications & Promotional Practice David Bernstein’s VIPS checklist To be effective, an advertising message should be checked to see that it has the following qualities: VISIBILITY IDENTITY PROMISE SINGLEMINDEDNESS Bangor Transfer Abroad Programme

Marketing Communications & Promotional Practice The DMP Model (Decision Making Process) 1. Recognition of need Remind or create perception of need? 2. Define parameters of need / solution We’ve got just the solution 3. Search for information Find out what we have to offer 4. Evaluation of alternatives Aren’t we better than the competition? 5. Determining terms of purchase We’re great value for money 6. Purchase It’s so easy to buy 7. Post-purchase evaluation You made the right decision! 8. Re-purchase? You are our valued customer Bangor Transfer Abroad Programme

Marketing Communications & Promotional Practice The PLC Model (The Product Life Cycle) Bangor Transfer Abroad Programme

Marketing Communications & Promotional Practice The PLC Model 1. Pre-Launch Teaser campaign 2. Introduction Launch campaign 3. Growth Maximise sales 4. Maturity Tactical campaigns 5. Decline / Withdrawal Why advertise? HAUT Transfer Abroad Programme

Marketing Communications & Promotional Practice Conclusion No-one knows why some ads work and others don’t No-one can predict for sure which ads will work and which ones will not Models should act a guide for structuring creativity – not a staightjacket HAUT Transfer Abroad Programme

Marketing Communications & Promotional Practice Mar. Coms Mix ü There are 4 main elements. ü Advertising ü Sales promotion ü Publicity/Public Relations ü Personal Selling ü The mix varies with product type…. HAUT Transfer Abroad Programme

Marketing Communications & Promotional Practice Models of Consumer Buying Behaviour Awareness Mass communication sources - television, press/magazines, radio Interest Mass communication sources - press/ magazines television, radio Evaluation Personal sources - relatives, friends, colleagues , Web 2. 0 Trial Adoption Personal sources - sales people – in store, relatives & friends Personal sources and mass media communication (for re-assurance). Bangor Transfer Abroad Programme

Marketing Communications & Promotional Practice DAGMAR Unawareness Awareness Comprehension Conviction Action HAUT Transfer Abroad Programme

Marketing Communications & Promotional Practice DRIP Differentiate To make a product stand out from competing brands Reinforce To build on previous marketing communications Inform To make known and advise of availability and features Persuade Turn features into consumer benefits HAUT Transfer Abroad Programme

Marketing Communications & Promotional Practice Branding What is a brand? A name, term, sign, symbol, or design or a combination of them intended to identify the product – goods / services of a seller/producer and to differentiate them from the offerings of competitors More than a symbol etc it is SHORTHAND of values that consumer perceive a brand to have… Page 32 HAUT Transfer Abroad Programme

Marketing Communications & Promotional Practice Brand equity This is the result of an INVESTMENT in effective Marketing Communications over a period of time Successful brand investment will result in an irrational price premium and brand LOYALTY = a willingness to continue to buy the brand. . High top of mind awareness – EVOKED SET. . More on Branding Week 2… HAUT Transfer Abroad Programme

Marketing Communications & Promotional Practice Source Credibility How much does a Receiver of a Message believe the Sender? Mass media advertising is one of the least credible promotional tools Third party endorsement is one of the most credible promotional tools Eg, magazine articles; opinions of friends, family, work colleagues To some extent celebrity testimonials HAUT Transfer Abroad Programme