Marketing  Communications  

De2ining  the  right  message  for  your  target  market  

The  Integrated  Marketing  

Communications  planning  framework…  

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context  analysis  promotional  objectives  promotional  strategy  coordinated  communications  mix  implementation  Control  and  evaluation  

push  

pull  

pro2ile  

corporate  

marketing  

communications  

resources  scheduling

 

Fill,  2011  

customer  context...  

                                     segment  characteristics  

decision-­‐making  process  

involvement  perceived  risk  

awareness,  perception  and  attitude  

in2luence  

DMU  characteristics  

bases  for  Consumer  Segmentation  

• Regional  • National  •  International  

Geographic  

• Age  • Gender  •  Family    

Demographic  

• MOSAIC  • ACORN  

Geo-­‐demographic  

•   Income  •   Occupation  •   Education  

•   Religion  •   Race  •   Class  

• Lifestyle  • Personality  

Psychographic  

• Bene2its  sought  • Purchase  occasion  • Attitude  

Behavioural  

•   Usage  rate  •   User  status  •   Loyalty  

bases  for  Consumer  Segmentation  

different  approaches...  changing  nature  of  disposable  income  

Family  lifecycle  

Ageing  population  

Gender  roles  

perceived  risk…  

held  by  consumers…  not  necessarily  real  performance  

2inancial  

social  

ego  

physical  

time  

response  hierarchy  models…  

Attention  

Desire  

Interest  

Action  

Awareness  

Interest  

Evaluation  

Trial  

Adoption  

Unawareness  

Awareness  

Comprehension  

Conviction  

Action  

Awareness  

Knowledge  

Liking  

Preference  

Conviction  

Purchase  

cognitive  

affective  

conative  

AIDA   The  Innovation-­‐Adoption  Model  

The  Hierarchy-­‐of-­‐Effects  Model  

DAGMAR  

Colley,  1961   Lavidge  and  Steiner,  1961  

Lewis,  1898   Rogers,  1962  

B2B  segmentation...  

demographic  

       operating  variables  

purchasing  approaches  

situational  factors  

personal  circumstance  

technology  

volume  

capabilities  

Bene2it  segmentation…  

Segment  by  bene2its  sought  by  consumers  

transcends  geographic  and  demographic  

identify  common  characteristics  

or  usage  patterns  

key  considerations...  avoid  heavy  stereotyping  

don’t  jump  to  conclusions  

segmentation  as  a  benchmark  or  guide  

engage  in  pro2iling  where  needed  

targeting...  

   three  key  approaches  

undifferentiated  differentiated  

concentrated  

targeting...  

choosing  between  these

 three  options  

depends  on  

The  degree  to  which  the  product/market  can  be  considered  homogeneous  

how  far  the  company  will  be  stretched  

how  far  the  product  is  into  its  product  life  cy

cle  

in2luences  on  targeting  strategy…  

market  factors  

needs  and  wants  of  end  users  

company  market  share  

resources  and  capabilities  

intensity  of  competition  

economies  of  scale  

positioning…  

products  can  be  positioned  in  the  market  by  focusing  on  speci2ic  

factors  such  as…  

features,  bene2its  or  advantages  

solutions  presented  

speci2ic  usage  (occasions)  

positioned  against  other  products  

class  disassociation  

                                 perceptual  map  

high  price  

low  price  

high  quality  

low  quality  

cowboy  brands  premium  brands  

economy  brands   bargain  brands  

Other  in2luences  on  positioning...  

innovation  

bene2its  

age  group  targeted  

innovation  

features    

style  

perceptual  mapping...  think  

why  does  the  gap  exist?  

what  are  the  reasons?  

may  need  more  research  

promotional  objectives...  

avoid  solely  focusing  on

 sales  

help  to  determine/clarify  position  

help  highlight  the  balance  of  tactics  needed  

provide  a  time  frame  

provide  a  means  of  evaluation  and  measurement

 

the  tools  of  the  marketing  communications  m

ix  

   

Sales  Promotion  

Direct  Marketing  

Public  Relations  

Personal  Selling  

Advertising  

Target  Audience  

Media  

Media  Media  

Fill,  2006  

the  role  of  communications...  

engagement  

international,  national,  local,  direct…  

engages  through…  creating  awareness,  changing  perceptions/

attitudes,  building  brand  values,  in2luencing  behaviour  

and…  calling  to  action    

engagement  

stimulated  to…  

think   feel  act  

about…  

products  brands  

organisations  

DRIP…  

•  …to  differentiate  

•  …to  remind  (or  reassure)  

•  …to  inform  

•  …to  persuade  

Chris  Fill,  2009  

DR  I  P  

message…  the  nature  and  form  of  the  message  is  determ

ined  by  the  

creative  strategy  

source  credibility  expertise,  motives  and  trust  

balance  emotional  and  informational  

message…  the  nature  and  form  of  the  message  is  determ

ined  by  the  

creative  strategy  

structure  Getting  key  points  across  –  inform,  motivate,  

action  

presentation  factual,  ‘slice-­‐of-­‐life’,  demonstration,  comparative  

fear,  humour,  animation,  sex,  music,  fantasy  

           message  presentation  

the  presentation  of  the  message  requires  that  an  appeal  is  

made,  there  are  two  main  factors  associated  with  this;  

is  the  message  to  be  dominated  by  the  need  to  

transmit  product-­‐oriented  information?    

is  there  a  need  to  transmit  a  message  that  app

eals  to  

the  emotional  senses?  (Fill,  2006)  

information  appeals  

factual  –  high-­‐involveme

nt  decisions  where  recei

vers          

are  suf2iciently  motivate

d  to  process  information

   

slice  of  life  –  message  is  presented  so  that  the  receiver  can  identify  with  the  scenario  

demonstration  –  present  the  problem  to  the  au

dience  as  a  

demonstration  

comparative  –  a  comparison  of  the  focus  brand  with  a

 

competitor  to  show  superiority  

emotional  appeals  fear  -­‐  highlights  the  consequences  that  can  occur  unless  a  behaviour  is  changed  

humour  -­‐  draws  attention,  but  may  affect  product  recall  

animation  -­‐  used  for  boring  products  to  make  them  more  interesting  

sex  -­‐  draws  attention,  but  can  be  ineffective  if  seen  as  a  ‘trick’  

music  -­‐  if  repeated  can  become  associated  with  the  ad  

fantasy  -­‐  allows  the  consumer  to  engage  in  the  distraction    

summarising  the  message  

there  are  a  range  of  appeals  which  may  be  used  in

 

advertising  development.  

understanding  if  the  customer  decision  is

 high  or  low  in  terms  

of  involvement  will  affect  the  appeal  will  b

e  used.  

however,  most  ads  contain  a  mixture  of  rational  and  emotional  elements.  hence,  its  the  correct  blend  of  elements  in  any  appeal  that  is  of  paramount  importance.  

media...  when  the  message  is

 agreed  a  media  plan  is  

developed  

it  provides  the  “optimum  route  for  the  delivery  of  the  promotional  message  

to  the  target  audience”  (Fill,  2006)  

the  choice  of  media,  vehicles  and  scheduling  are  all  

determined  in  relation  to  the  characteristics  of  the  target  

audience  

             media  selection  

     media  class  broadcast,  print,  outdoor,  d

igital,  in-­‐store  

       media  type  broadcast…  tel

evision,  radio,  cinema,  online  

       media  vehicles  television…  coronation  street,  x-­‐fa

ctor    

radio…  absolute,  Heart,  Capital  

newspaper…  Telegraph,  Metro,  Sun    

timing…  

Flighting  –  used  over  longer  periods  of  time  

Continuity  –  a  more  regular  and  uniform  presentation  

Pulsing  –  a  combination  of  the  previous  

   points  to  consider  costs  

absolute  –  total  cost  relative  –  cost  per  contact  

communication  (of  the  message)  dimensions  available  in  relation  to  message  need  

audience  pro2ile  does  it  reach  the  target  audience?  

mass/blanket  coverage  or  personalised/targeted?  

each  different  category,  type  of  media  and  vehicle  have  different  strengths  and  weaknesses  

   points  to  consider  

these  need  to  be  considered  in  relation  to  the  previous  points  

type  of  media   strengths   weaknesses  

print  –  newspapers  

wide  reach,  high  coverage,  low  costs  very  2lexible,  short  lead  times  speed  of  consumption  controlled  by  the  reader  

short  lifespan,  ads  get  little  exposure  poor  reproduction,  low  attention  grabbing  

print  –  magazines  

high  quality  reproduction  –  high  impact  specialised  target  audiences  high  readership  levels  longevity,  high  levels  of  information  

long  lead  times  visual  only  slow  build-­‐up  of  impact  moderate  costs  

television   2lexible  format,  sight,  movement  and  sound  high  prestige,  high  reach,  mass  coverage  low  relative  cost  per  contact  

high  level  of  repetition  needed  short  message  life,  high  absolute  costs  cluttered,  increasing  level  of  fragmentation  

radio   selective  audience  –  local,  regional,  national  low  costs  –  absolute,  relative  and  production  2lexible,  can  involve  the  listeners  

lacks  impact,  audio  only  dif2icult  to  capture  attention,  low  prestige  

outdoor   high  reach,  high  frequency  low  relative  costs,  location  oriented  good  coverage  as  a  support  medium  

poor  image  (improving  through  digital?)  long  production  time  dif2icult  to  measure  

digital   high  level  of  interaction,  immediate  response    tight  targeting,  low  absolute  and  relative  costs  2lexible,  easy  to  update,  measurable  

segment  speci2ic,  fragmented  infrastructure  high  set-­‐up  costs  (skills,  time)  security  issues  

transport   high  length  of  exposure,  low  costs  local  orientation  

poor  coverage,  segment  speci2ic  (travellers?)  clutter  

in-­‐store   high  attention  grabbing,  persuasive,  low  costs  (?)  2lexible  

segment  speci2ic,  prone  to  damage,  confusing,  clutter  

adapted  from  Fill  (2006)