2. Defining Marketing Communications
• ‘…a transactional process
between two or more
parties whereby meaning is
exchanged through the
intentional use of symbols’
(Blackwell et al. 2003)
• ‘The process of presenting
an integrated set of stimuli
to a market with the intent
of evoking a desired set of
responses…’ (Delozier 1976)
• ‘If we whisper, we can’t
be heard’ (Beattie
1999).
2
3. The Marketing Communications Mix
The marketing
communications mix
describes the full range
of actions by means of
which a firm can initiate
and manage an
exchange.
These actions may
include:
–
–
–
–
–
–
Advertising
Sales Promotion
Public Relations
Sponsorship
Personal Selling
Direct & Interactive
Marketing
3
5. Advertising Defined…?
• ‘Advertising is paid,
nonpersonal communication
from an identified sponsor,
using mass media to persuade
or influence an audience’
(Richards & Curran 2002)
5
6. Types of the Advertising Appeal
Types of Appeal
• Rational appeals work:
– through the perceived value
of the products functions,
attributes & benefits
• Emotional appeals work:
– through evoking pleasure,
fantasy & emotional .
associating these feelings
with the brand
• Early advertising research
focused on whether
emotional appeals are more
effective than rational
appeals.
• More recent research
suggests both emotional &
rational appeals can be
effective…but their
effectiveness varies by the
context of the product and
consumer…
6
8. Comparative
Advertising
Appeals
‘Comparative advertising
is a form of advertising in
which two or more
specifically named or
recognisably presented
brands of the same generic
product or service class…
and makes such a
comparison in terms of
one or more specific
product or service
attributes’ (Wilkie and
Farris 1975).
8
9. Emotional Appeals
Emotional appeals can have various types of response:
–
–
–
–
affect the amount and nature of the thinking response
transform the use experience
create positive attitudes towards the ad
become directly associated with the brand
9
10. Developing Emotional
Appeals
• According to Percy & Elliott
(2009), emotional appeals
should:
– be unique with a strong visual
content
– be likeable
– be authentic, eliciting a
strong positive emotional
response
– sometimes include
information
10
11. Warmth Appeals
‘Warmth is defined to
be a positive, mild,
volatile emotion
involving physiological
arousal & precipitated
by experiencing directly
or vicariously a love,
family or friendship
relationship’ (Aaker et
al. 1986)
11
12. Humour Appeals
• Humour can evoke feelings such as energy,
cheer, joy & happiness.
• Humour can:
– attract attention
– improve brand recall
– create good moods
– distract from counterarguing
12
13. Fear & Anxiety Appeals
• Fear is an emotional
response to a threat that
expresses, or at least
implies, some sort of
danger.
• Fear appeals in advertising
attempt to arouse
individuals to remove the
threat.
• Early theories suggested
that increasing the severity
of the threat increases
tension and energy up to a
point, beyond which it
Curvilinear Model (Ray & Wilkie 1970)
Facilitating
Effects
Non-monotonic
Curve
Fear
Inhibiting
Effects
13
14. Music Appeals
• According to Dunbar (1990), music can:
– provide an emotional dimension to a brand
– provide an emotional dimension to the consumer
proposition
– modify visuals & sounds
– be more memorable than words
14
15. Sponsorship
Definition
‘Sponsorship is a business
relationship between a
provider of funds,
resources or services and
an individual, event or
organisation which offers
in return some rights and
association that may be
used for commercial
advantage’ (Sleight
1989).
15
18. Reasons For the Growth of Sponsorship
• Escalating costs of
media advertising
• Reduced efficiencies of
traditional media
advertising
• Increased leisure
activities & sporting
events
• Greater media coverage
of sponsored events
18
19. Ambush Marketing
• Ambush marketing is defined as: ‘…a company’s
intentional effort to weaken or ambush its
competitor’s official sponsorship. It does this by
engaging in promotions or advertising that trade off
the event or property’s goodwill and reputation, and
that seek to confuse the buying public as to which
company really holds official sponsorship rights’
(McKelvey 1994).
19
20. Common Ambush Marketing
Strategies
• Sponsoring media
coverage of an event.
• Sponsoring a
subcategory within an
event
• Sponsoring
teams/players
• Plan advertising that
coincides with the
sponsored event
• Develop creative
associative advertising
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23. Trade Promotion
The main objectives of
trade promotions are to
stimulate the resellers
to try new products &
to encourage them to
allocate
increased
shelf space
for
established
products.
Aims of trade promotion:
– Increase stock levels
– Gain more & better shelf
space
– New product launch
– Even out fluctuating
sales
– Counter the competition
– Compliment other ‘push’
activities
23
24. Retail Promotion
• Store-specific sales promotions
can help to differentiate one
store from another, and entice
the public in.
• Sales promotions by retailers
are normally tied to the
activities of manufacturers.
• Aims of retail promotion:
– Increase store traffic
– Increase frequency & amount of
purchases
– Increase store loyalty
– Increase own-brand sales
– Even out busy periods
24
25. Consumer
Promotion
• Manufacturers use sales
promotions to encourage new users
to try a product or to increase the
amount that current users
consume.
• Aims of consumer promotion:
–
–
–
–
–
–
–
–
–
–
–
Provide information
Build awareness or help recall
Reduce risk
Create excitement
Encourage trial
Expand usage
Attracting new customers
Trade up
Load up
Even out fluctuating sales
Countering the competition
25
26. Effects of Sales Promotions: Sales
Sales
Promotion
Period
Positive Effect
No Effect
Negative Effect
Prior to
Promotion
Short-run Postpromotion Period
Long-run Postpromotion Period
Time
26
27. Personal Selling Defined
‘…two-way, face-to-face
communications used to
inform, give
presentations to,
maintain or establish a
long-term relationship
with, or persuade
specific members of a
particular audience’ (De
Pelsmacker et al. 2007).
27
29. Direct Marketing Defined
•
•
‘Direct marketing is the process
by which individual customers'
responses and transactions are
recorded...and the data used to
inform the targeting, execution
and control of actions...that are
designed to start, develop and
prolong profitable customer
relationships’ (Institute of Direct
Marketing).
‘An interactive system of
marketing which uses one or
more advertising media to effect
a measurable response at any
location’ (US Direct Marketing
Association)
•
‘Many retailers use direct
communications including
mailers, catalogues, websites and
email to drive…traffic to real or
virtual stores’ (Hansotia &
Rukstales 2002)
29
30. Growth of Direct Marketing
•
•
•
•
•
•
•
•
Changing demographics & lifestyles
Growth of retail industry
Increased customer confidence
Increasing competition
Media & audience fragmentation
Increasing media & sales costs
New distribution channels
Increasing computer power & lower software & data
processing costs
• Impact of new communications technology
• Focus on customer relationships
30
31. Benefits of Direct Marketing
•
•
•
•
•
•
•
•
•
•
•
•
Targeting
Relationships
Interactivity
Motivating action
Databases
Transactional information
Measurement
Predictability
Low investment
Controlled growth
Testing
Low costs per customer
31
32. Public Relations
– Building good relations with the company’s
various publics by obtaining favourable publicity,
building up a good ‘corporate image’, and
handling or heading off unfavourable rumours,
stories and events.
Use of Public Relation:
Public relation team is currently focusing on Crisis
Management.
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