Marketing communications

Download free eBooks at bookboon.comClick on the ad to read more 4 Contents 1 Fundamentals Of Communication In Marketing 9 2 Consumer Behaviour And Marketing Communication 42 3 Promotion

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Marketing Communications

Download free books at

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Download free eBooks at bookboon.com

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Olujimi Kayode

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Marketing Communications

1st edition

ISBN 978-87-403-0674-3

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Click on the ad to read more

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Contents

1 Fundamentals Of Communication In Marketing 9

2 Consumer Behaviour And Marketing Communication 42

3 Promotion Planning And Techniques 70

4 Advertising Techniques 98

5 Organizination And Management Of Advertising Agencies And

Advertising Departments 114

6 Advertising Media 139

7 Advertising Research 164

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Contents

8 Sales Promotion And Publicity 195

9 Personiied Promotion 231

10 Direct Marketing 270

11 Public Relations 283

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Contents

1 FUNDAMENTALS OF MARKETING COMMUNICATIONS

Marketing communications deined; Nature of information; Consumer information processing model; Basic model of communication process; Framework for analyzing marketing communication process; Language and conception – as elements of communication Sign and Symbol – component

of communication; Language and marketing communications; Hierarchy of communications efects; Marketing communications mix; Dyadic communication; Mass communication; Word-of-mouth communication; Group communications; Group communication and marketing strategy;

he role of Public Relations in marketing communications; Functions of Public Relations in marketing; Integrated Marketing Communications (IMC)

2 CONSUMER BEHAVIOUR AND MARKETING COMMUNICATIONS

Consumer driven communication strategy; he difusion process; Types of communication sources; Factors inluencing adoption; Group of pre-dispositional factors; Adopter categories; Purchase decision process; Hierarchy of needs; Wants buying motives; he self-concept Perception Attitudes; Learning Cognitive dissonance; Cultural elements in communication; Social inluences

on promotion; Hereditary family status; Reference groups; Signiicance of roles in promotion; Life styles; Efect of social conditioning

3 PROMOTION PLANNING AND TECHNIQUES

Promotional planning and strategy; Component elements of promotional plans; Promotion target determination ranking techniques; Market segmentation; Product or Brand positioning technique; Procedures for selecting target markets; Hierarchy of objectives; Strategic approach

to promotion; Planning by time periods; Guidelines for an efective promotion plans;

Organizing promotion activities

4 ADVERTISING TECHNIQUES

he concept of advertising; Advertising deined; Strength and weaknesses of advertising; Investing in a brand; Evaluating an advertisable product; Product positioning; Essential factors

in preparing print advertisement; Radio and television production; Copy styles; Creative appeals

in advertising copy; Organizing an advertising agency; Selecting an advertising agency Brieing the selected agency; Functions of agencies; Method of agency compensation; Advertising budget; Media mix planning; International promotion and advertising

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Contents

5 ADVERTISING MEDIA

Advertising message transmission; Print media – newspapers/magazines Broadcast media – radio and television; Available transmission facilities on radio; Network advertising on radio and television; National spot advertising on radio and television; Local advertising; Spot announcements; Time classiication in Day parts on radio and television; Available transmission facilities on television; Electronic media – Internet advertising and World Wide Web (www)

6 ADVERTISING RESEARCH

Research process; Research problem; Research design; Primary data collection methods; Data sources for advertising research; Types of data for advertising research; Sources of secondary data; Other sources of syndicated advertising data; Types of advertising research; Media research; Media vehicle distribution; Media vehicle audience; Copy testing; Pre-testing procedures; Post- testing procedures; Deciding when to use advertising research

7 OUTDOOR, TRANSIT AND CORPORATE ADVERTISING

Features of outdoor advertising; Outdoor advertising; Transit advertising; Spectacular point-of-purchase advertising; the outdoor advertising media; Corporate or institutional advertising; Image building; Types of corporate advertising; Measuring the efectiveness of corporate advertising; Industrial products promotion campaign

8 SALES PROMOTION AND PUBLICITY

Sales promotion deined; Forms of sales promotion; Objectives of sales promotion; Below the line advertising; Advertising specialties; Roles of packaging in sales promotion; Resellers promotional support; Developing the sales promotion programme; Merchandising, Exhibitions and trade fairs publicity; Types of communication tools for publicity; Handling negative publicity; Product publicity; Criteria for good publicity release

9 PERSONIFIED PROMOTION

Personal selling; Personal selling communication process; Peddler and professional salesperson characteristic diferences; Skill component needed by a professional salesperson; Fundamentals

of sales management; Selling process and stages; he uniqueness of personal selling; Recruitment system; Sales force training; Sales quotas; Sales territory; Sales force management motivation mix; Compensation plan; Evaluation of sales force performance; Categories of personal selling jobs; Determining sales force size; Developing personal selling strategies

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10 DIRECT MARKETING

Direct marketing process; Common channels for direct marketing; Direct response marketing; Catalogue marketing; Telemarketing; Direct marketing through television, print and radio; Kiosk marketing; Automatic vending machine; Online direct marketing channel; Advantages and disadvantages of direct mail; Contents of direct mail package through post; Electronic consumables used by direct marketers; Beneits of direct marketing; Ethical problems in using direct marketing

11 PUBLIC RELATIONS

Deinitions of public relations; History of public relations; Public relations media; Using public relations consultancy service; In-house public relations department; he public relations opinion survey; Evaluation of public relations programmes; Code of ethics

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Fundamentals Of Communication In Marketing

1 Fundamentals Of

Communication In Marketing

MARKETING COMMUNICATION has been deined as the sharing of information, concepts, and meanings about products, services and the organization that sell them, by the source and receiver

A more elaborate deinition is: Marketing Communication is targeted interaction with customers and prospects using one or more media, such as direct mail, newspapers and magazines, television, radio, billboards, telemarketing, and the Internet

Marketing communications is essentially a part of the marketing mix he marketing mix deines the 4Ps

of marketing, price, place, product and promotion, and Promotion is what marketing communications

is all about

Subsisting within the marketing mix is another, the promotion mix which simply refers to the blend of advertising, selling, public relations and sales promotion A commonality shared by all elements of the promotional mix is that their function is to communicate

Before a product is positioned in the mind of a buyer, awareness must irst be created through the promotion mix to such extent that the buyer develops positive attitudes about the product or service and the selling irm that may result in a sale being made

From the marketing point of view, communication or the promotion mix can achieve the following functions:

• INFORMATION: especially during the product’s introductory stage, when it is newly

introduced into the market, and the company is trying to establish primary demand

• PERSUASION: once primary demand has been established, commercial communication

can emphasize persuasion in the struggle for brand supremacy Selective demand for the branded product of a seller may be built through brand names, emotional appeals, repetition, package identiication and similar devices his is done usually at the growth stage in a product life cycle

• COMBINED PROMOTIONAL INFORMATION AND PERSUASION: sellers combine

information and persuasion in their promotion message, attempting to expand both primary and selective demands at the same time his, usually occurs when the product is in the maturity or declining stages of their life cycle

(Stanley, 1977; Belch and Belch, 1986)

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here are three necessary elements for efective communication

• SOURCE: such as an organization selling products

• MESSAGE: such as information, signs and symbols

• RECEIVER: such as consumers and the company’s publics

All these three are established in marketing communication

Market communication, that is, messages low between the irm which is its source and four main groups of receivers:

1 Consumers

2 Various sales supporting personnel such as wholesalers, retailers and other middlemen in the marketing system

3 Other members of the distribution channels and the marketing system not directly under the control of the selling irm, such as advertising agencies, sales agents and others

4 Material and resource suppliers such as inancial and governmental agencies

Feedback must be present for any meaningful analysis of market communication and its efectiveness

he conclusive market feedback is the knowledge of completed sales as a result of messages Feedback may also be made through market survey Feedback information obtained through sales and marketing research is utilized by management to assist in the appraisal of the transmitted messages’ results to guide product and sales strategy It is, as well, to revise communication contents, channels of transmission and forms of communication

he modern company manages a complex marketing communications system, the irm uses its communication mix of advertising, sales promotion, publicity and personal selling to disseminate marketing and corporate information, to its distribution channel members, consumers and other various publics

he nature of information communicated to these various groups, goes a long way in making the positive impact that will build corporate goodwill for the company, its products and employees Researchers have discovered that information has a peculiar nature, with various essential elements to make a targeted impact on its recipients

(Warshaw and Kinnear, 1983)

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Fundamentals Of Communication In Marketing

NATURE OF INFORMATION

INFORMATION has been deined as consisting of all facts, estimates, predictions and generalized relationships that afect a decision-maker’s perception of the nature and extent of the uncertainties associated with a given consumer problem or opportunity

• ACTS: the simplest kind of information is an event or a condition that is directly observed

or believed by the individual to be an accurate representation of an event, including internal events such as feelings or emotions

• ESTIMATES: these are based on inferences which can be logical or statistical An individual

prefers to have facts but frequently uses estimates, due to time and cost constraints

• PREDICTIONS: these are beliefs about what will exist in the future.

• GENERALISED RELATIONSHIPS: to obtain estimates and predictions, particularly for

complex problems, speciic facts, concerning speciic situations, must be related to each other (cause and efect) and generalized to other similar situations and facts

INFORMATION PROCESSING: is a series of activities by which stimuli or messages are transformed into information and stored as experience he processing of information is actively inluenced by various external sociological factors and internal psychological or physiological factors that have tendencies to modify, shape or change consumer behaviour

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Marketing communication disseminates information about products and their marketers to a target market segment; such information is processed by consumers and feedback manifest in their behaviours toward the message, product or the marketing organization

CONSUMER INFORMATION PROCESSING MODEL

A consumer processes message or stimuli received, transforms them into information in the brain and stores in memory Information processing model has four major steps:

1 EXPOSURE: occurs when a stimulus or message comes within the range of the individual’s

sensory receptor nerves

2 ATTENTION: occurs when the stimulus or message activates one or more sensory receptor

nerves and the resulting sensations go to the brain for processing

3 INTERPRETATION: is the assignment of meaning to sensations It is a process whereby

stimuli or messages are placed into existing categories of meaning

4 MEMORY: stimuli or messages are transformed into information and transferred through a

short-term active component into a long-term storage component Memory plays a critical role in guiding the perception process, while perception consists of three elements, namely: exposure, attention and interpretation

Marketing communication aimed at inluencing consumer purchase behaviour is transformed in the individual’s memory into information and the process of transformation is largely afected by perception, past experiences and other behavioural factors Information stored in the individual’s memory are capable

of modifying, reshaping and inluencing consumer behaviour

MARKETING IMPLICATION OF INFORMATION

Exposure of consumers to information is crucial and important; marketers should develop speciic strategies to enhance the probability that consumers will be exposed to their corporate and product information here are three ways to implement this plan:

1 Facilitate intentional exposure

2 Maximize accidental exposure

3 Exposure maintenance

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