Communication decisions

1
Communication decisions

• Introduction and communication models
• Communication forms and instruments
• Advertising (an example)
• Target and objectives
• Budgets
• Message and plans
• Measurement and evalutation

2
Marketing Communication

• Integrated Marketing Communications
• AMA A planning process designed to assure that
  all brand contacts received by a customer or
  prospect for a product, service, or organization
  are relevant to that person and consistent over
  time.
• Marketing communications
• Kotler the means by which firms attempt to
  inform, persuade, and remind consumers directly
  or indirectly about the products and brands
  that they sell.

3
Communication forms

• explicit (verbal) and implicit (non verbal)
• personal and impersonal

4
Communication axioms (Watzlawick)

• It is impossibile not to communicate.
• Everything communicates something even the
  lack of communication and silence have a positive
  communication content and influence others
  opinions, attitudes and behaviors.
• Every communication act has content and
  relational aspects, and the latter interacts with
  the former.
• Every communication act conveys information but
  also at the same time it calls for a behavioral
  response. Every communication act is behavior and
  every behavior is communication. We communicate
  non verbally through our eye and body movements,
  speaking behavior, position within the space.

5
Personal and impersonal communication
6
Traditional model one to many

• Source
• Target/ recipient
• Message
• Media
• Outcome
• Feed back

7
Alternative models

• One-to-many
• One-to-one
• Many-to-many

8
The Marketing Communications (Promotion) Mix

• Advertising
• Sales Promotion
• Public Relations
• Personal Selling
• Direct Marketing
• Merchandising

9
Advertising

• Can reach masses of geographically dispersed
  buyers.
• Can repeat a message many times.
• Is impersonal, one-way communication.
• Can be very costly (aggregate) for some media
  types.

10
Personal Selling

• Involves personal interaction between two or more
  people.
• Most effective tool at building preferences,
  convictions and actions.
• Allows relationship building.
• Most expensive (contact cost) promotion tool
  requires long-term commitment.

11
Sales Promotion

• Wide assortment of tools.
• Attracts consumer attention.
• Offers strong incentives to buy.
• Invites and rewards quick consumer response.
• Effects are short-lived.

12
Public Relations

• Very believable.
• Reaches people who avoid salespeople and ads.
• Can dramatize a company or product.
• Tends to be used as an afterthought.
• Planned use can be effective and economical.

13
Direct Marketing

• Many forms that share four primary
  characteristics
• Nonpublic
• Immediate
• Customized
• Interactive
• Well suited to highly targeted marketing.

14
Advertising

• All forms of paid non-personal communication
  regarding a company, product, service, or idea
  issuing from an identified organisation.

15
Major Advertising Decisions

• Setting target
• Setting objectives
• Setting the budget
• Developing advertising strategy message, form,
  tools, plan
• Evaluating advertising campaigns

16
Setting Advertising Objectives

• Advertising Objective
• specific communication task to be accomplished
  with a specific target audience during a specific
  period of time.
• Inform, Persuade, Compare, Remind
• Product, Institutional
• Attract new customers, Retain existing customers
• Cognitive, affective, behavioral response

17
Hierarchical models

• Attention/ interest/ desire/ action (AIDA)
• Awareness/ knowledge/ liking/ preference/
  conviction/ purchase
• Exposition/ reception/ cognitive response/
  attitude/ intention/ behavior

18
Setting the Advertising Budget

• Affordable method
• Percentage-of-sales method
• Competitive-parity method
• Objective-and-task method

19
Developing Advertising Strategy

• Consists of two major elements
• Creating advertising messages
• Message strategy and message execution must break
  through the clutter.
• Selecting advertising media
• Set reach, frequency, and impact goals.
• Choose among major media types.
• Select specific media vehicles.
• Decide on media timing.

20
Creating message

• Copy strategy/ creative brief
• Objective
• Target audience
• Promise/ benefit
• Support/ reason why
• Tone manner/ personality
• Message strategy
• Identify customer benefits
• Develop compelling creative conceptthe Big
  Idea
• communication appeals should be meaningful,
  believable, and distinctive

21
Setting Media Plan/ Objectives

• Reach
• Percentage of people exposed to ad.
• Frequency
• Number of times a person is exposed to
  advertisement.
• Gross Rating Point
• Percentage of people exposed time the number of
  exposures

22
Setting Media Plan/ Media Type

• Factors to consider when selecting media type
• Mediums impact
• Message effectiveness
• Cost

23
Setting Media Plan/ Media Vehicle

• Media vehicles
• Specific media within each general media type
• Factors to consider
• Cost
• Audience quality
• Audience attention
• Editorial quality

24
Media usage factors

• Reach
• Frequency
• GRPs
• Clutter
• Segmentation
• Geografical flexibility
• Production costs

25
Media structural factors

• Argumentative ability
• Expressive capability
• Colour
• Movement
• Sound
• Scenic impact
• Emotional involvement

26
Setting Media Plan/ Media Timing

• Must decide how to schedule the advertising over
  the course of a year.
• Follow seasonal pattern
• Oppose seasonal pattern
• Same coverage all year
• Choose the pattern of the ads
• Continuity
• Pulsing

27
Evaluating Advertising

• Measure the communication effects of an ad (Copy
  Testing)
• Audience
• Recall/ recognition
• Awareness/ image
• Preference/ intention to buy
• Measure the sales effects of an ad
• Is the ad increasing sales?