Marketing Communications Session 1 Introduction Reading Guide Marketing

Marketing Communications Session 1: Introduction

Reading Guide Ø “Marketing Insights from A to Z” by Philip Kotler Ø “Purple Cow” by Seth Godin Ø “The Tipping Point” by Malcolm Gladwell Ø “B 2 B Digital Marketing” by Michael Miller Ø “Marketing Communications: A Brand Narrative Approach” by Micael Dahlen et al. Ø “Integrated Marketing Communications” (3 e) by David Pickton et al.

Assessment In-module p Individual assignment: in-class test p Group presentation 25% End of module p Report 50%

What is Marketing? Marketing is the management process for identifying, anticipating and satisfying customer requirements profitably. Chartered Institute of Marketing

What is Marketing? Marketing is the distinguishing, the unique function of business. . . It is the whole business seen from the point of view of the final result, that is, from the customer’s point of view. P. Drucker

What is Market? A market consists of all the potential customers sharing a particular need or want who might be willing and able to engage in exchange to satisfy that need or want. Kotler P.

Marketing Concept Wants Needs Demands Markets Value Exchanges

Value Creation and Delivery Sequence Choose the value Provide the value Communicate the value Kotler, 2006

Advertising Sales promotions Company Products Services Prices Events and experiences Distribution channels Target customers Public relations Direct marketing Personal selling Source: Kotler, 2006, Marketing Management

Marketing Mix Decisions

Marketing communications p all the promotional elements of the marketing mix which involve the communications between an organisation and its target audiences on all matters that affect marketing performance

Why marketing communications not promotions?

Roles of marketing communications Differentiate p Remind and reassure p Inform p Persuade p DRIP (Chris Fill)

5 Main Tools of the Promotional Mix - in no particular order Advertising p Public Relations p Sales Promotion p Direct Marketing p Personal Selling p

What is advertising? Any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor

Ms of advertising: Mission(inform, persuade, remind, or reinforce) p Message (communicate the brand’s distinctive value) p Media (reach the target market cost-effectively) p Money(reach, frequency, and impact decisions. ) p Measurement (premeasurement andpostmeasurement. ) p

What is Integrated Marketing Communications (IMC)?

Integrated To integrate = To combine To desegregate To find the total value of

IMC - Definitions p The concept under which a company carefully integrates and co-ordinates its many communications channels to deliver a clear, consistent and compelling message about the organisation and its products Kotler

IMC - Definitions p IMC is the integration of specialised communications functions that previously operated with varying degrees of autonomy. Pelsmacker et al.

IMC - Definitions p 'one voice, one look and image across all communications' Belch & Belch

Opinions about IMC p The relevant issue in the whole IMC discussion is the consumer point of view; the consumer does not make a subtle difference between advertising, sponsorship, direct mailing, sales promotions, events or trade fairs. To him or her, these are all very similar and indistinguishable ways a company employs to persuade the consumer to buy its products. Pelsmacker et al.

Opinions about IMC p For integrated marketing communications more than one creative treatment message or image - may be used, but, where more than a single treatment is employed, they should be mutually consistent. Pickton & Broderick

Levels of Integration 1 Vertical Integration p link Business (Corporate), Marketing and Communications Objectives 2 Horizontal Integration p link Marketing and Finance, HRM etc. 3 Marketing Integration p link all marketing mix elements 4 Communications Integration p link all promotional mix elements 5 Creative Integration p unify creative themes across all communications P R Smith (Strategic Marketing Communications)

Benefits: p p Consistent messages Better use of media Operational efficiency Other? Please think! Any challenges?

Main questions in Marketing Communications p Where are we now? p Do we need marketing communications? p Who should receive the messages? p What should the messages say? p What image of the organisation/brand receivers are to form and retain? p How much is to be spent establishing this new image? p How the messages are to be delivered? p What actions should the receivers take? p How to control the whole process once implemented? p Determining what was achieved?

Communications Theory p p p Good communication = good business n helps an organization to thrive n focused and cost effective Poor communications = bad business n can cost market share, jobs and survival n can damage reputation and image The communications process n very complex n various theories and models All these in the next lecture…