Title: Marketing Communication
1Marketing Communication
2Communicating and Promoting
- Image and brand building
- Advertising
- Public relations
- Sales promotion
- Direct marketing
3Image Building and Brand Identity
- Attracts attention
- Builds familiarity and trust
- Conveys a promise
- Conveys expectation of benefit
- Attracts people to the museum
4Advertising
- Paid form of nonpersonal presentation and
promotion of - products,
- services,
- ideas,
- persons, or
- organizations
- by an identified sponsor.
5Advertising can add value
- Institutional advertising
- Product advertising
- Classified advertising
- Promotional advertising
6Advantages
- High level of control
- over the message content
- over the choice of the medium
- substantial control over the scheduling of the
message - Allows to repeat a message
- It lets the receiver compare the messages of
various competitors - Says something positive about the advertising
organization - Advertising is expressive,
- Dramatizes its products through the artful use of
print, sound, and color - Advertising can reach masses of geographically
spread out people - at a relatively low cost per exposure
7Shortcomings
- It reaches many people quickly, but it is
impersonal. - It cannot be as persuasive as a personal
communication - It reaches far beyond an organization's targeted
audiences - Advertising carries on only a one-way
communication - Audience does not feel that it has to pay
attention or respond - Advertising also can be costly
- Difficult to assess the actual impact of paid
media - Feedback is usually delayed
- Other factors can affect consumer response
8Steps of Effective Advertising Program
- Setting the advertising objectives
- Deciding on the advertising budget
- Designing the message
- Deciding on the media
- Deciding on media timing
- Evaluating advertising effectiveness
9Setting the Advertising Objectives
- The target
- The position
- Response desired
- Time horizon
10Stages and Objectives
- Awareness
- Knowledge
- Liking
- Preference
- Intention
- Purchase
11Advertising Budget
- Objective-and-task approach
- Affordable method
- Percentage-of-sales method
- Competitive-parity method
12Designing the Message
- Capture attention
- Hold interest
- Arouse desire
- Elicit action
13Rules for Effective Ads
- Strong
- Single theme
- Simple language
- Leave a picture in the viewer's or listener's
mind - End dramatically
14Formulating the Appeal
- Appeal
- Theme
- Idea
- Unique selling proposition
- Capture a person's attention
- Offer reasons why person should respond
- Motivate person to respond in desired ways
15Formulating the Message
- What to say (message content)
- How to say it (message structure)
- How to say it symbolically and imaginatively
(message format) - Who should say it (message source)
16Appeals
- Rational (directed at a person's self-interest)
- Emotional (emphasizing such feelings as desire,
nostalgia, or pride) - Moral (reinforcing a person's sense of what is
right and proper)
17Choosing the Execution Style
- Slice of life
- Lifestyle
- Fantasy
- Mood or image
- Evidence of expertise
- Testimonial
18Designing Print Ads
- Logo
- Picture
- Headline
- Copy
- are important, in that order.
19Designing Radio Ads
- Name
- Addressing one person alone
- Only one message
- Deadline
- Repeat
- Ending
20Deciding on the Media
- Choosing media categories
- newspapers, television, direct mail, radio,
magazines, and outdoor advertising - Choosing specific vehicles
- Scheduling
21Media Categoriesshould be examined for their
capacity to deliver
- Reach is the number of different persons or
households exposed to a particular message at
least once during a specified time period. - Frequency is the number of times within the
specified time period that an average person or
household is exposed to the message. - Impact is the qualitative value of an exposure
and the fit with a target audience.
22Strengths and Weaknesses of Television
- Strengths
- High impact
- Audience selectivity
- Schedule when needed
- Fast awareness
- Sponsorship availability
- Merchandising possible
- Weaknesses
- High production costs
- Uneven delivery by market
- Up-front commitments required
23Strengths and Weaknesses of Radio
- Strengths
- Low cost per contact
- Cheap transmission
- Audience selectivity
- Schedule when needed
- Length can vary
- Personalities available
- Tailor weight to market
- Address people both nationally and locally
- Actual
- Can be changed
- Weaknesses
- Nonintrusive medium
- Audience per spot small
- No visual impact
- High total cost for good reach
- Clutter within spot markets
24Strengths and Weaknesses of Magazines
- Strengths
- Audience selectivity
- Editorial association
- Long life
- Large audience per insert
- Excellent color
- Minimal waste
- Merchandising possible
- Weaknesses
- Long lead time needed
- Readership accumulates slowly
- Uneven delivery by market
- Cost premiums for original or demographic
editions
25Strengths and Weaknesses of Newspapers
- Strengths
- Large audience
- Immediate reach
- Short lead time
- Market flexibility
- Good upscale coverage
- Weaknesses
- Difficult to target narrowly
26Strengths and Weaknesses of Posters, Billboards
- Strengths
- High reach
- High frequency of exposure
- Minimal waste
- Can localize
- Immediate registration
- Flexible scheduling
- Weaknesses
- Posters have only local impact
27Media Timing
- Macroscheduling
- cyclical
- seasonal
- Microscheduling
- Burst advertising
- Continuous advertising
- Intermittent advertising
- Flighting
- Pulsing
28Public Relations
- Unpaid promotion
- The task of public relations is to
- form,
- maintain, or change public attitudes
- toward the organization or its products,
- attitudes that in turn will influence behavior
29PR Categories
- Image PR
- Routine PR
- Crisis PR
30Tools of PR - Events
- Events are planned happenings that aim to
communicate or deliver something to target
audiences - press conferences
- grand openings
- public tours
- sponsor events, programs, including
- exhibition openings
- art fairs
- art competitions
31Community Relations
- Identify local opinion leaders
- Make museum facilities available for community
events - Tours for local residents
- Host special community events
- Educational programs
32Tips for Working with the Media
- Do advance planning.
- Prioritize the events and issues that best meet
the organization's goals. - Know the media
- read,
- watch,
- listen
- and become familiar with
- style,
- orientation,
- strengths, and
- limitations
33Body Copy
- Include all the critical information (the who,
what, when, where, and why) in the lead or
opening paragraph, - then move through the rest in descending levels
of importance, - concluding with the least essential points in the
shortest paragraphs at the end. - This structure is helpful to copyeditors, who,
when pressed for space, can simply cut copy from
the bottom, assured that the crucial information
will remain intact.
34Advantages of Direct Marketing
- Prospect selectivity
- Personalization
- Relationship building
- Timing
- Attention
- Research opportunities
35Sales Promotion