Selected slides of a lecture on marketing communication. The first session covered the marketing communications mix and this second starts with recalling them and moving on to branding, online content strategy for brand building and marketing campaigns

1. Marketing communications
Branding, marketing campaigns
Tuija Marstio
Lohja
www.laurea.fi
22.10.2013

2. Today:
 Rehearsal of marketing communication mix with
cards
Why to build a brand: the benefits and value of
having a brand
 Brand building
Marketing campaigns

3. Advertising
Public Relations
Publicity
Ingredients
of the
Promotion
Mix
Sponsoring
Personal Selling
Sales Promotion
Direct Marketing

4. Advertising:
Any paid form of nonpersonal communication
about an organization, product, service, idea
or cause by an identified sponsor
Sales promotion:
Mass communications technique that offers
short-term incentives to encourage purchase
or sales of a product or service
• Is an incentive to get customers, channel
members, or the sales force to take some
action (like buying)
4

5. Personal selling:
Involves two-way, personal communication between
salespeople and individual customers whether face to
face, by telephone or through video conferencing
Public Relations:
Creating favourable images of the company or
organisation in the minds of consumers
- Means of creating goodwill value for a company
- The basic PR tools: sponsoring, publicity, corporate
advertising
5

6. Publicity:
Conscious effort to gain "free" time or space in the
media for positive news or other stories about the
company
Sponsoring:
Hiring and exploiting a certain person, group, event or
other activity, for defined marketing communication
purposes
Direct marketing:
Direct communication through nonpersonal media
with carefully targeted individuals to obtain an
immediate response
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7. Criteria for a global brand
• At least 30 percent of revenues must come
from outside the brand’s home region
• It must have a presence in at least three major
continents, as well as broad geographic
coverage in emerging markets
• There must be sufficient publicly available
data on the brand’s financial performance
• Economic profit must be expected to be
positive over the longer term, delivering a
return above the brand’s operating and
financing costs
• The brand must have a public profile and
awareness above and beyond its own
marketplace.
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8. Best global brands 2013
1. Apple
2. Google
3. Coca-Cola
4. IBM
5. Microsoft
6. GE (General Electric)
7. McDonald’s
8. Samsung
9. Intel
10. Toyota
11. Mercedez-Bentz
12. BMW
13. Cisco
14. Disney
15. HP
http://www.interbrand.com/en/best-global-brands/2013/Best-Global-Brands-2013-Brand-View.aspx

9. Brand value
• Brands area considered as part of the company’s capital
with economic value
•Ex. brand value of Apple is 73 billion EUR
Criterias for evaluation: brand profit, strength,
stability, markets, geographical coverage, consistency,
protection
(Digitoday 30.9.2013, S & K Lindroos, G. Nyman, 2005)

10. Case The Swedish Royal Family
- The Royal Family costs 45 million SKR
a year (2003)
- Brand value: income via the imaginary value
of the Royal Family for the industry, trade,
tourism and scientific cooperation (e.g.
Nobel Gala)
→ Brand value of the Royal Family: 900 M SKR
- Diplomatic activities form a valuable part
of PR
(Lindberg-Repo, 2005)

11. • There are global brands but not
global motives for buying these
brands. There may be global markets
but most consumption patterns are
local
• Douglas Daft, Coca-Cola’s CEO, 2000:
” People don’t buy drinks globally”
(De Mooij, 2011)

12. Case Coca- Cola
- Key to success: efficient
distribution system
Main goal: ”To be within an
arm’s reach for desire”
- Liquid Content strategy
in 2011
- From paid advertising to
(earned) online visibility
(Picture: Wikipedia)

13. Case Coca- Cola
> Dynamic storytelling
with continuous content
procuction online
The most valuable
message grows by itself!
http://www.youtube.com/watc
h?v=LerdMmWjU_E
http://us.coca-cola.com/
(Hakola, Hiila, 2012)
Picture: Albert Bridge

14. Case GE
- Image in 2008: conservative,
technical, difficult to approach
How to make the brand more human?
New image: ”badass machines”
Message: ”We are machine freaks,
we love science and we believe in
technology”
* Content strategy for digital media
to obtain better visibility and
interaction in social media
(Kauppalehti 30.9.2013)
(Picture: Flickr/Ranieri Ribeiro )

15. Case GE: From campaigns to continuous
communication
The GE Show: How the technologies are changing our lives?
– Instead of a campaign, a continuous interactive programme
- games, videos, infographics
Results: 1,4 M visitors, average time spent 12 min.
Reaching B2B decision makers via B2C context!
(Hakola, Hiila,2012)
http://www.ge.com/thegeshow/
(Picture: Zcochrane/Innotrans 2010 )

16. What is a brand?
= Added value which the consumer perceives. A value
worth of paying extra – in comparison with a nameless,
brandless product which fullfils the same purpose
- Brand integrates the company’s communication

17. Core concepts related to brands
• Image
• Added value: a branded product offers to the user
more than just the product
• Promise: the promise of the company to
continuously offer the same product /service
(Vuokko, 2003)

18. Historical brands
•
•
•
•
•
•
•
•
•
•
Grand Marnier (1872),
Heinz (1876),
Michelin (1889),
Philips (1891),
American Express (1850),
Heineken (1864),
Shell (1890),
Asperine (1899),
Gillette (1901),
Paulig (1876)
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20. Connection
between the
brand and the
client
FEELING
STRONG EXPERIENCE
Touching the client on
emotional level

21. Products vs. Brands
• A product occupies functional
territory. It does something.
• A brand exists in your head. It stands
for something.
• A product is based on something
tangible. It’s bigger, faster, longer
lasting.
• A brand is based on associations. It
makes you feel something.

22. Products vs. Brands
• A product expands choice. ”Where do
you want to stop for lunch?”
• A brand simplifies choice: ”Let’s go
to Hessburger
• One product can be identical to
another. ”It comes with earphones”
• A brand differentiates.” I want the
one with white earbuds”

23. A strong brand is strong even when the
economy is shaking
Wuf wuf! said the dog with his luxus brand
coat

24. Case Reino
(Suomen kumitehdas)

25. - 1932 Production started
- 1941 Control period: Reino slippers with
5 points
- 1998: Production to Lyon > Zlin
- 2005: Swimming against
the stream: production
back to Finland

26. Marketing the slippers
http://www.reinokauppa
.fi/product_catalog.php?
c=9
Nostalgic feelings, made
in Finland, ecological
The pop-stars using
Reinos (Ville Valo, Kari
Tapio, Juice Leskinen
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27. Power brands
(S&K.Lindroos, Nyman, 2005)
WILL
Identity
brands
Spiritual level
Level of social
identity
NEED
Icon brands
WISH
The different tasks of brands
Functional level
of consumption
Harley D.
”Use
Rexona…”

28. Customer:
”The world does revolve around me”
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29. THE GRAND EFFIE FINLAND 2009
”Kunnon jauhelihassa lukee Snellman”
It's not easy being minced meat.
You're the best-selling meat product, yet no one
knows you by name or shows appreciation.
You're a replaceable mass product, a cheap loss
leader.
http://www.youtube.com/watch?v=d754A7GKOqg&feature=relmfu
http://www.youtube.com/watch?v=SieLHmS0Mjo
http://www.youtube.com/watch?v=0oE5a3Pjbrs&featur
e=related

30. Marketing Communication Planning
Process
S
O
S
T
A
C
1. Situation analysis: define the
opportunities or problems
2. Define the objectives
3. Define the target group(s) and, if
necessary, the target group -specific
goals
4. Define the preliminary budget
5. Choose the required combination of
communication methods
6. Make the specific decisions for each
marketing communication method
7. Consider the implementation
8. Define the evaluation methods:
how are the results assessed
(Vuokko, 2003; PR Smith & Ze Zook, 2011)

31. The 3Ms
Men
Money
Minutes
(PR Smith & Ze Zook, 2011)

32. Objective
s
Where we need
The audience to be
CHANGE IN
BEHAVIOUR
OR
PERCEPTION
Gap
Where the audience will
be without our campaign
Start of campaign
TIME
End of campaign
(Barnard & Parker, 2012)
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33. Objective
s
S
Specific
M
Measurable
A
Actionable
R
Realistic
T
Time specific
(PR Smith & Ze Zook, 2011)
10/22/2013
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34. Developing effective Marketing
Communications
1. Identify the target audience: Decide whom the message
should reach. VISUAL LANGUAGE IS IMPORTANT!
2. Determine the response sought: What would the audience like to do
after they get the message?
3. Choose the message. Write the copy, or produce and appropriate
image.
4. Choose the channel. Decide which medium is most appealing to the
audience.
5. Select the source’s attributes. Decide what it is about the product or
company that needs to be communicated.
6. Collect feedback. E.g. carry out a market research
(Blythe, 2006)

35. David and Goliath

36. Following a
high profile
action by
Greenpeace
and public
pressure, the
global oil and
gas company
Shell reverses
its decision to
dump the
Brent Spar oil
platform in the
Atlantic
Ocean.
Greenpeace at Brent Spar

37. When drunk you
behave like an idiot
Cool?
Embarrassing?

38. Developing effective Marketing
Communications
1. Identify the target audience: Decide whom the message should reach.
VISUAL LANGUAGE IS IMPORTANT!
2. Determine the response sought: What would the audience
like to do after they get the message?
3. Choose the message. Write the copy, or produce and
appropriate image.
4. Choose the channel. Decide which medium is most appealing to the
audience.
5. Select the source’s attributes. Decide what it is about the product
or company that needs to be communicated.
6. Collect feedback. E.g. carry out a market research
(Blythe, 2006)

39. Case: A ban of smoking in public places
2003: ”There is no chance”>
Shift the debate from smokers rights to ”health and
safety”(those influenced by smoke, e.g. bar staff.
Salami tactics to chop the the problem up into slices:
- Smoking in cabs
- Smoking in cafes and pubs etc.
http://www.youtube.com/watch?v=e7vrbpp3IMk&NR=1
Anti-Smoking PSA: Cannes Lion Winner/2008

40. Case Dove: Campaign for Real Beauty
• Research finding:
• Most women do not consider themselves beautiful.
After reading a fashion magazine full of images of
ideal beauty, most women reported that they felt less
attractive.
(Hackley, 2010)
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41. Revlon: ”We are not selling cosmetics – we are selling hope”
Dove is selling self-esteem: cosmetic products marketing
and advertising should make women feel more, not less
attractive.
(Hackley, 2010)

42. Case Dove
•
•
http://www.youtube.com/watch?v=iYhCn0jf46U
(Dove evolution)
•
•
http://www.youtube.com/watch?v=7-kSZsvBY-A
(Dove evolution parody)
•
http://www.youtube.com/watch?v=Ei6JvK0W60I&feature=BFa&list
=FL3miNZizUfXLS4AQEMFqDcw (Beauty Pressure)
10/22/2013
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43. Developing effective Marketing
Communications
1. Identify the target audience: Decide whom the message should reach.
VISUAL LANGUAGE IS IMPORTANT!
2. Determine the response sought: What would the audience like to do
after they get the message?
3. Choose the message. Write the copy, or produce and appropriate
image.
4. Choose the channel. Decide which medium is most appealing
to the audience.
5. Select the source’s attributes. Decide what it is about the
product or company that needs to be communicated.
6. Collect feedback. E.g. carry out a market research
(Blythe, 2006)

44. Teamwork:
Analysis of an ongoing marketing campaign
1.Observe what local/regional/international
marketing campaigns are going on at the moment
2.Pick up a campaign that is of your interest
3. Make an analysis of the campaign:
- On basis of the visual presentation, medium, and
slogans, to which audience(s) is the campaign
directed to?
- What is the core message /unique sales proposition?
- Analyze the campaign in terms of the media used
4. Discuss and decide what would you do differently in
the campaign
You will present your findings in form of a pppresentation (2-3 slides), 10 -15 minutes at 13:00.
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45. References:
•
•
•
•
•
•
•
•
•
•
A.Barnard & C.Parker, 2012: Campaign It!
J. Blythe,2006: Essentials of Marketing Communications
C.Hackley, 2010. Advertising & Promotion;
Ida Hakola & Ilona Hiila, 2012: Strateginen ote verkkoon
S. & K. Lindroos, G.Nyman, 2005: Kirkas brändi
N.Malmelin, J. Hakala, 2007: Radikaali brändi
Marieke de Mooij, 2011: Consumer behaviour and culture
C.Rose, 2010. How to win campaigns
PR Smith and Ze Zook, 2011. Marketing Communications
P. Vuokko, 2003: Markkinointiviestintä – merkitys, vaikutus,
keinot
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