The means by which firm attempts to _____, ________, and _____

consumer – directly or indirectly – about the products and brands that

they sell

Definition of Marketing C mmunications

The means by which firm attempts to informinform, persuadepersuade, and remindremind

consumer – directly or indirectly – about the products and brands that

they sell

Definition of Marketing C mmunications

Response Hierarchy Model:Response Hierarchy Model:AIDA ModelAIDA Model

Attention

Interest

Desire

Action

1. Personal Selling1. Personal Selling

2. Non Personal Selling:2. Non Personal Selling: • Advertising • Place Advertising• Sales Promotion• Publicity &

Public Relations• Direct Marketing

Oldest form of promotion

Interpersonal influence process involving a seller’s promotional presentation conducted on a person-to-personperson-to-person basis with the buyer

For mass consumptionmass consumption & geographically disperseddispersed markets

High overall cost but low cost per exposure

Television was the dominant media

Particularly important when consumers are in the awareness stage.

MAJOR MEDIA TYPESMAJOR MEDIA TYPES

1. Televisionmass coverage, repetition, flexibility, prestigehigh cost, public distrust, temporary message

2. Radiolow cost, flexibility, targeted audience, mobilitytemporary message

3. Newspapers ability to refer back to ads, short life span

4. Magazine quality image reproduction, long life

5. Outdoor brief exposure, effective along high-traffic areas, strong promotion for locally available products, the simplest media

MEDIA VEHICLESMEDIA VEHICLES1. Television

Sesame Streets, Desperate Housewives, News at 12, Money Talks, MTV Asia Award…

2. RadioWeekly Hit Charts, Morning Show…

3. Newspapers The Star, Tamil Nesan, Metro, Utusan Malaysia, Nanyang SP…

4. Magazine Voque, Malaysian Business, Home Improvement..

5. Outdoor KL Monorail, Ampang Street Billboard, Merdeka Stadium....

RFI are used to select the most cost-effective media to deliver the desired number and type of exposure to the target audience.

R (Reach) – The number of different persons or households exposed to a particular media schedule at least once during a specified time period.

F (Frequency) – The number of times within the specified time period that an average person or household is exposed to the message.

I (Impact) – The qualitative value of an exposure through a given medium (thus, a cosmetic ad in Cleo would have a higher impact than in Fortune magazine).

R is most important when: launching new products infrequently purchased brands going after an undefined target market. Etc.

F is most important where there are: strong competitors high consumer resistance Etc.

Classification of Advertising Timing Patterns

Banner AdsBanner Ads – small rectangular boxes containing text and perhaps a picture. Companies pay to place banner ads.

MicrositeMicrosite – a limited area on the Web managed and paid for by an external advertiser/company. For instance, an insurance company creates a microsite on used-car sites that offers a good car insurance deal.

InterstitialsInterstitials – advertisements, often with video or animation, that pop-up between changes on a Web site

Out-of-homeOut-of-home advertising.

Using creative and unexpected ad placementsto grab consumers’ attention.

Some of the options available include:1. BillboardsBillboards – one-place billboards,

mobile billboards.2. Public SpacesPublic Spaces – movies, airlines, lounges,

sports arenas, restroom

3. Product PlacementProduct Placement4. Point-of-purchase4. Point-of-purchase

The rationale often given is that:marketers are better off reaching people in other other environments environments such as where they work, play etc.

Large electronic advertising screensLarge electronic advertising screens - major shopping areas in Japan - in the Harajuku District

SpriteSprite displaysdisplays billboardsbillboards withwith

“light boxes”“light boxes” at at light rail transitlight rail transit station station - Bangkok - Bangkok

3-D bus stop ad by DBS Bankduring Christmas festive season,

complete with pop-up presents

HSBC advertises on Kuala Lumpur’s monorailto show that the

world’s local bankworld’s local bank can bring people placesbring people places – tie-in to monorail that goes along heart of city

Outdoor Advertising Popular in Outdoor Advertising Popular in Asia. WHY?Asia. WHY?

1. Traffic jams - cities like

Bangkok - massive captive

audience

2. Rural areas- TV &

newspaper ad less available -

billboards - mass audience

3. TV ad rates went up -

outdoor ad more cost

effective

Marketer pays a motion picture or television program owner a fee to displaydisplay his/her product prominently in the film/show.

Spider-Man 2Spider-Man 2: Peter Parker loses his pizza delivery job: Joe's Pizza, NY

Pretty Woman:Pretty Woman: Julia Roberts gets a taste of the high-life: Regent Beverly Wilshire, 9500 Wilshire Boulevard, Beverly Hills

Marketing activities that stimulate stimulate consumer purchasing.

- provide short-term incentive.

Includes coupons, contests, samples, premium, product demonstration, display, trade show etc.

Particularly important when the products are in the:

declining stage of their PLC.

70% of all buying decisions are made in the store.

Should focus on in-store advertising

POINT-OF-PURCHASE, POP:

• In-store advertising - ads on shopping

carts, shelves, etc

• Increase impulse buying decisions

• Buyers make bulk of final brand

decisions in store

Direct communication between buyer and seller, designed to generate sales, information request, or store or Web site visits.

Includes catalogs, direct mail, telemarketing, direct-response advertising, on television,

radio, and kiosks

*help creating urgent response*help closing sale*depend on the quality and

accurateness of mailing list

1.1. Direct MailDirect Mail- Communications in the form of sales letters, postcards, brochures, cataloqs, Cds, videotapes, audiocassettes and the like conveying messages directly from the marketer to the customer

- a narrow target market, send messages quickly, provide complete info & personalize each mailing piece

- response rates higher than other types of advertising

- cataloqs are the most popular form of direct mail

2.. TelemarketingTelemarketingrefers to direct marketing conducted entirely by telephone, and it can be classified as either outbound or inbound contacts.

outbound telemarketing involves a sales force that uses only telephone to contact customers.

the customers initiate inbound telemarketing, typically by dialling a toll-free number that firms provide.

Unconventional, innovative and low-cost

marketing technique designed to get consumers’

attention (in unusual way).

This photo is from a publicity stunt for a small bookshop specialising in crime novels in Barcelona. (The corpse and the men in hats are actors.)

Print ads that offer editorial content that

reflects favorably on the brand.

- difficult to distinguish from newspaper or

magazine content.

AdvertorialsAdvertorials

AdvertorialsAdvertorials

PR refer to a firm’s communications communications and relationships with its various publicsrelationships with its various publics such as customers, suppliers, stockholders, employees, the government, the general public, and the society in which the organization operates.

Besides advertising, PR is also particularly important when consumers are in the awareness stage.

PR refer to a firm’s communicationscommunications and relationships with its various publicsrelationships with its various publics such as customers, suppliers, stockholders, employees, the government, the general public, and the society in which the organization operates

Publicity is the marketing-oriented aspect of marketing-oriented aspect of public relationspublic relations- nonpersonal stimulation of demand through unpaid placement of significant news about it in a published medium or through a favourable presentation of it on the radio, television or stage.

-- newsnews

-- speechesspeeches

-- special events such as press-special events such as press-

conference, launchingconference, launching

-- written/audiovisual materials:written/audiovisual materials: annual report, brochure,

newsletter, corporate video, slides

-- corporate identity materials: corporate identity materials: logo, stationery, uniform,

company car, business cards, buildings

-- public-service activitiespublic-service activities

FACTORS IN SETTING THE MARKETING COMM. MIXFACTORS IN SETTING THE MARKETING COMM. MIX

1.1. Type of Product Market (consumer vs business)Type of Product Market (consumer vs business)- Consumer product – advertising and sales promotion- Business products – personal selling

2. Buyer Readiness Stage (Awareness, Comprehension, 2. Buyer Readiness Stage (Awareness, Comprehension, Conviction, Order and Reorder)Conviction, Order and Reorder)- Awareness building stage – advertising and publicity- Comprehension – advertising and personal selling- Conviction – personal selling- Order/Closing the sale – personal selling and sales promotion- Reordering – personal selling and sales promotion plus

reminder advertising

3. PLC (Introduction, Growth, Maturity and Decline)3. PLC (Introduction, Growth, Maturity and Decline)- Introduction – advertising and publicity- Growth – “demand has its own momentum thru word of mouth”- Maturity – sales promotion, advertising, and personal selling- Declining – sales promotion