1 communication planning who is our target audience? what do we need to communicate and achieve? how...
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Communication Planning
• Who is our target audience?
• What do we need to communicate and achieve?
• How should we communicate this?
• Where should we communicate this?
• When do communications need to take place?
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Another Model
• Market
• Mission
• Message
• Media
• Money
• Measurement
Source: HBS 9-599-087
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Integrated Marketing Communications Strategy
• Ties together and reinforces all communications to deliver a strong brand identity
• Communications in different media should form part of a single, overall message about the service firm
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Marketing Communications Mix (1 of 2)
Key: * Denotes communications originating from outside the organization
Word-of-mouth(other customers)
Personal communications
Selling
Customer service
Training
Advertising
Broadcast, podcasts
Internet
Outdoor
Direct mail
Sales promotion
Sampling
Coupons
Sign-up rebates
Gifts
Prizepromotions
Telemarketing
Word of mouth
*
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Key: * Denotes communications originating from outside the organization
Publicity &public relations
Pressreleases/kits
Websites
Manuals
Brochures
Interactive software
Voice mail
Signage
Interior decor
Vehicles
Equipment
Stationery
UniformsMedia-initiated
coverage*
Pressconferences
Sponsorship
Special Events
Trade Shows,exhibitions
Instructionalmanuals Corporate design
Marketing Communications Mix (2 of 2)
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Sources of Communication
From the organization itself– Employees– Marketing channels
From outside the organization– Word of mouth– Blogs, social media– Ratings and reviews– Media
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Hierarchy of Effects
Unaware Awareness Knowledge
Liking Preference Conviction
Purchase
Source: HBS 9-599-087
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Mastercard Example:
8
In 1997:
•Ranked #3, behind American Express and Visa
•Every country running its own campaign
•“Needed a new enduring campaign to energize consumers and member banks”
-Elisa Romm, VP of US advertising
Source: Contemporary Advertising and Integrated Marketing Communications. McGraw-Hill 2011 andhttp://www.allaboutbranding.com/index.lasso?article=418
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McCann Erickson’s Research
American Express: •Personality: “Membership,” “The Business Life,” and “The Charge Card.”•Descriptors: “Professional,” “Worldly,” and “Responsible.” Visa:•Personality: “Everywhere,” “The High Life,” and “The Credit Card.”•Descriptors: “Sociable,” “Stylish,” and “On-the-Go.” Mastercard:•Personality: “Everyday,” “Ordinary Life,” and “Generic.”•Descriptors: “Unassuming,” “Unpretentious,” and “Practical.”
Source: Contemporary Advertising and Integrated Marketing Communications. McGraw-Hill 2011
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10Source: Contemporary Advertising and Integrated Marketing Communications. McGraw-Hill 2011
McCann Erikson’s Research
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11Source: Contemporary Advertising and Integrated Marketing Communications. McGraw-Hill 2011
McCann Erickson’s Research
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The idea
“Good Spenders”
“The Best Way to Pay for Everything That Matters”
“There are some things that money can’t buy. For everything else, there’s Mastercard.”
12Source: Contemporary Advertising and Integrated Marketing Communications. McGraw-Hill 2011
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Mastercard: Priceless Print Ads
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Mastercard: Priceless Print Ads
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Mastercard: Priceless iPhone App
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Mastercard: Priceless Social Media
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Mastercard: Priceless New York & London
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Emotional appeals in advertising:
• More easily cut through the “clutter”
• Require less concentration
• More vivid and better remembered
• Lead to less counterarguments and less resistance
• Lead more immediately to action
18Source: Tellis, Gerard. Effective Advertising, 2003.