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8/12/2019 Lecture 9w
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8/12/2019 Lecture 9w
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2012/2013 Author: Dr P.Harborne 2
Principles
of Marketing
2
3
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5
6
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89
10
Week 1
11
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2012/2013 Author: Dr P.Harborne 3
$o%%unicating the Offer
Ob&ecti'es
(o un)erstan):
* (he %arketing co%%unications process
* (+pes of %arco%%s
* !trengths of each t+pe of %arco%%
* arriers to effecti'e co%%unication
* ,e+ issues in effecti'e co%%unication
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2012/2013 Author: Dr P.Harborne -
Structure
Counicating t!e offer
1. $o%%unication process
2. A)'ertising
3. (argeting A)'erts
-. Pro%otion through spokesperson. Pro%otions
. Public elations
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Counication process
2012/2013 Author: Dr P.Harborne
8/12/2019 Lecture 9w
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2012/2013 Author: Dr P.Harborne
"ntegrating Counications
Strateg#
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2012/2013 Author: Dr P.Harborne
Sender
Assembles message
into words,
pictures etc
Final message
Communicated via
chosen media
Receiver
Interprets
message
Receivers response
What they learn, feel,
do as a result of the
message eg purchase
Feedback to sendere.g. complaints,
commendations
NOISE
$!e Counications Process
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2012/2013 Author: Dr P.Harborne #
Planning a Marco%%s ca%paign
Strategy issues:
* ho is our target
au)ience
* hat )o 4e nee) to
co%%unicate an) achie'e
5ob&ecti'es6
* Ho4 %uch shall 4e spen)
* Ho4 4ell )i) 4e )o
Media issues:
* Ho4 shoul) 4e
co%%unicate this 5i.e.
the %essage6
* here shoul) 4e
co%%unicate this
5pro%otion %i76
* hen )o co%%unications
nee) to take place 5pro%otion
sche)ule6
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2012/2013 Author: Dr P.Harborne 11
Coor%ination
of MarketingCounication
&fforts to
"nfluence
'ttitu%es or
(e!a)iors
(uil%s *elations!ips
Persua%es
"nfors
*ein%s
Prootion +,-ecti)esW!at.
8/12/2019 Lecture 9w
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a%)ertising
2012/2013 Author: Dr P.Harborne 12
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2012/2013 Author: Dr P.Harborne 1
A)'ertising 8 Persuasion
* 1#0s :Hi))en Persua)ers9 %istrust of a)'erts
* ;o'ts increasingl+ control< =, an on tobacco a)'ertising
< =, $ontrol on alcohol a)'ertising* >n =, consu%ption higher since a)'erts tightene) in 200
< =, $ontrol on &unk foo) a)'erts* ut )oes ?go to 4ork on an egg@ re'i'al ban ruin perceptions
* $alls for control on =, a)'erts for< -7- cars< $hil)ren 5 alrea)+ e7ists in !4e)en6
But does advertising really persuade?
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2012/2013 Author: Dr P.Harborne 1
!ubli%inal a)'ertising
8/12/2019 Lecture 9w
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2012/2013 Author: Dr P.Harborne 1
,nocking cop+ 11
2
/ro S 'frica
$!is is not alloe% in t!e .
8/12/2019 Lecture 9w
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,nocking cop+ 2
2012/2013 Author: Dr P.Harborne 1
3
-
From S Africa.This is not allowed in the UK
8/12/2019 Lecture 9w
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2012/2013 Author: Dr P.Harborne 1#
>nfluencing consu%ers
Current tec!niues
* Pro)uct place%ent < 'i)eoga%esB %o'iesB (C progra%%es
* >nterpersonal influences pa+ people to
* or)er certain )rinks in public places
* praise pro)ucts at parties/e'ents
Are these really effective? Do you buy because James Bond does? Or because Brad
Pitt does? Or because your net door neighbour does?
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2012/2013 Author: Dr P.Harborne 20
A)'ertising an) usiness
* A)'ertising %ust be &ustifie) b+ business
* (C progra%%e rel+ on a)'erts
* !ports co'erage rel+ on a)'erts
< > racing< Pre%iership football
* >f banne) then 4ill progra%%es be %a)e
* ill O$OM 2010 polic+ change on pro)uct
place%ent help* >f 4atershe)sB then 4ill sports e'ents be re
ti%e)
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2012/2013 Author: Dr P.Harborne 21
usiness Effecti'eness
* A)'ertising %ust be &ustifie) for businesses
* Does there nee) to be )ialogue i.e. interacti'eco%%unication
* >s personal co%%unication reFuire) for so%ecusto%ers salesforce 5telesalesB fiel) force6
* hat is the actual cost of the %essage
* Ho4 long )oes it take to 4ork
* Does it nee) t4eaking
!eed process to calculate costs and to trac" #control campaigns
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2012/2013 Author: Dr P.Harborne 22
Percentage ofsales et!o%
'ffor%a,leet!o%
+,-ecti)e an% tasket!o%
Copetiti)eparit# et!o%
M&$+S /+*
(&$"
P*+M+$"+
Marco%%s u)get
Ho4 Much
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2012/2013 Author: Dr P.Harborne 2
uil)ing the ele%ents
* Gee) to consi)er ele%ents such as:
< (he %essage
< (he )esire) source of influence
< (he %e)iu%* Gee) to integrate %ulti%e)ia approach 5see
earlier6
*$onsi)er E%irates 8 sponsorship of Arsenal
* >s it onl+ Arsenal fans as the target
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2012/2013 Author: Dr P.Harborne 2
!ources of >nfluence
MarketerDominated
Non-Marketer Dominated
Personal
(two-way)
!alespeople fa%il+B frien)sB neighboursB
opinion lea)ersB
"o4
Mass Media a)'ertisingB salespro%otionB publicit+B
special e'ents
ne4sB critiFues/re'ie4sBe7ternal en)orse%entsB cultural
heroesB clubs/organiations
0each
"o4 $re)ibilit+ High
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2012/2013 Author: Dr P.Harborne 2
!che)uling
* $o%%unications nee) to be coor)inate) 4ith therest of the %arketing acti'it+ e.g.
< Pro)uct a'ailabilit+
nclu)es:
< (C
< ne4spapers
< %againes 8 perio)icals< cine%a
< ra)io
< billboar)s 8 posters
< other %e)ia* eg busesB ta7isB petrol
pu%psB ga%es
Me)iu%
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2012/2013 Author: Dr P.Harborne 3-
ecent )e'elop%ents
* Online a)'ertising< $an be i%age on pageB or pai) link
< ut consi)er acebook an) concerns o'er a)'erts
< $onsi)er !econ) "ife place%ent
* $onte7tual a)'ertising
< targets users base) on ke+4or)s in %essage 5e%ailB te7t6
< E7ploration of shop or %all base) a)'erts/offers%obile tele recognise) 8 %essage sentB$% &' D()&'%(*&S O! 'OO+(&S # $S& O,
P&)SO!A- DA%A .e/g ,aceboo"0
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2012/2013 Author: Dr P.Harborne 3
ecent De'elop%ents
* Per%issionbase) i.e tick the bo7< ;enerates %ore response than %ass %arketing
* Ciral %arketing e7ploits social net4orks
< =ses funn+ clipsB ga%esB%essages 5te7t or e%ail6< ?satisfie)9 custo%ers circulate e.g. Ol) !pice a)'erts
* ;uerilla %arketing< ?a%bushing potential custo%ers 4ith pro%otional
content in une7pecte) places9* in 2001B >M painte) IPeace lo'es "inu7@ on pa'e%ents in!an rancisco 8 $hicago
* >n June 2010 Dutch bre4er+ 5a'aria6 use) orange %iniskirte) 4o%en at orl) cup ga%e
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2012/2013 Author: Dr P.Harborne 3
ecent )e'elop%ents
* Pa#ing custoers to c!eck in:
* Kui)coB a cashback an) 'oucher site release) a %obilephone app in June 2011
* $usto%ers checkin on their phone 4hile instore 2p
for carphone arehouseL 20p for Halfor)sL 1p forMa&estic ine
* egister a car) 4ith Kui)co an) also get cashback inDebenha%sB $ine4orl)B Austin ee)
* Other sites 4ith phone apps M+Coucherco)esL PetrolPrices
* (escos 8 !ainsbur+s offer apps 4here +our phonebeco%es the $lubcar) or Gectar$ar)
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2012/2013 Author: Dr P.Harborne 3
!electing A)'ertising Me)ia
e# factors
* $haracteristics of target au)ience
< Me)ia usage beha'iourB e7posure
* u)get
* $reati'e constraints< est presentation of the %essage eg 'isualsB colour
* (i%ing
< !easonalit+ of offeringL cost of %e)ia at )ifferent ti%es
* each an) freFuenc+< Ho4 4i)e %essage nee)s to be sprea)B 8 ho4 often
8/12/2019 Lecture 9w
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2012/2013 Author: Dr P.Harborne 3
E7a%ple Of Press $osts
* Dail+ Mail full page colour position not fi7e) - 0,5-.% rea)ers 3N 4o%enL3N L 3N A$16
* Dail+ (elegraph full page colour #, 5Page 1 k651.#% rea)ers < N %enL #N L #N A a)ults6
* ;uar)ian full page colour 6%ono6 1k 511.-%651% rea)ers -N4o%enL -#N -L N A$16
* ;uar)ian >nserts 1 pages loose 4eek)a+s 0/100* (he !un full page colour Monri -0-3kQ
5.2% rea)ers < #N %enL 3N 1--L N $1$2DE a)ults6
444.n%auk.co.ukfor facts 8 figures
(he %e)ia fi7 their a)'ertising rates accor)ing to the sie of their
au)ience an) its age an) social profiles:
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2012/2013 Author: Dr P.Harborne 3#
E7a%ples of Me)ia costs
* Posters;48 s!eet
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2012/2013 Author: Dr P.Harborne -0
E7a%ple of (C $osts
>(C1 < 'aries b+ ti%e of )a+B 'ie4ing figures 5(eleCision
atings6B no. of a)'ertisersB ti%e of +earB e'ent
!ell in 10 sec units but %ost co%%on 30 sec a)'ert5single6
* 11 a% 2.(C 52.N of all a)ults6 B020
* 1.- 5(Cs6 2-B
* 1#.30 $oronation !t 52 (Cs6 #B-#* >(C2 2 spots per )a+ 52.2 (C6 -B000
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2012/2013 Author: Dr P.Harborne -
(reat%ent
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2012/2013 Author: Dr P.Harborne -
(reat%ent 2
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2012/2013 Author: Dr P.Harborne -#
(reat%ent 3
Does se7 sell
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2012/2013 Author: Dr P.Harborne 2
"o4 >n'ol'e%ent (reat%ent
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2012/2013 Author: Dr P.Harborne -
Parisian "o'e
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2012/2013 Author: Dr P.Harborne
Parisian "o'e
* $onsi)er the ;oogle a)'ert
< $ontent
< !tructure
< or%at
< Me)iu%
* >s it an effecti'e a)'ert
8/12/2019 Lecture 9w
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$argeting a%)erts
2012/2013 Author: Dr P.Harborne
http://www.nmauk.co.uk/8/12/2019 Lecture 9w
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2012/2013 Author: Dr P.Harborne
assup
8/12/2019 Lecture 9w
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2012/2013 Author: Dr P.Harborne
assup again
h+ 4oul) +ou )o this
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2012/2013 Author: Dr P.Harborne 0
!pokesperson factors
$re)ibilit+
source9s percei'e) trust4orthinessB e7pertiseB ob&ecti'it+.
ho4e'er e7pert co%prises belie'abilit+ b+ appearing in a)s
5hire)gun6.
Attracti'eness
refers to the source9s percei'e) social 'alue.
ph+sical appearanceB personalit+B or social statusL or
si%ilarit+ to the recei'er.
$elebrit+ athletesB %usiciansB %o'ie starsB co%e)ians
IK rating@ of a celebrit+: consu%ers9 le'el of fa%iliarit+ an)
rating of consu%ers attitu)e to4ar)s person.
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2012/2013 Author: Dr P.Harborne 2
!pokesperson
* $onsi)er the ne4 Ol) !pice a)'erts
* (ie) into ca%paign of response to
Fuestions b+ t4itterB acebook etc
* ?face9 is an e7 =! footballer 4ho a)%its to
using a false 'oice on the a)'ert
* >s the ?silliness9 enough to establish hi% as
an actor not spokesperson
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2012/2013 Author: Dr P.Harborne 3
!pokesperson factors
* Ja%ie Oli'er 8 !ainsbur+s
< acklash fro% school foo) ca%paign
* a+ne oone+ 8 Gike
< Metacarpal in&uriesL pri'ate life re'elations
* (iger oo)s
< High profile )i'orce
* I"ost in (ranslation@ geographical li%itations
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Prootions
2012/2013 Author: Dr P.Harborne -
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2012/2013 Author: Dr P.Harborne
'ttracting ConsuersWit! Price (reaks
'ttention?ettingConsuer Prootions
Coupons
Price eals
*efun%s
*e,ates
Special Packs
Contests
Seepstakes
Preius
Sapling
Point?of?Purc!ase Prootion
$onsu%er Pro%otions
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2012/2013 Author: Dr P.Harborne 0
Public elations
uil) goo) relations 4ith co%pan+9s ?publics9 b+:
< Obtaining fa'ourable publicit+
< uil)ing a goo) corporate i%age
< Hea)ing off unfa'ourable ru%ours etc
* Press inter'ie4s / releases
* !pecial e'ents / stunts
* Cisits to the fir%
< e.g. !ellafiel)* !ponsorship
* $o%%unit+ pro&ects
* Ci)eo fil%s
* !harehol)er reports
* $orporate i)entit+ %aterials
* (raining courses* >nhouse publications
* $onference appearance
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2012/2013 Author: Dr P.Harborne 1
"ntro%ucing e Pro%ucts to
Manufacturers
"ntro%ucing e Pro%ucts to
Consuers
"nfluencing o)ernent
=egislation
&n!ancing t!e "age of a Cit#A
*egionA or Countr#
Calling 'ttention to a /ir:s
"n)ol)eent it! t!e Counit#
Ob&ecti'es of Public elations
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2012/2013 Author: Dr P.Harborne -
E%erging >ssuessee O,'OM 1233 report
* A'erage - hrs )ail+ ,ut1-N of (C 4atching is ti%eshifte)
* C$/DC allo4 (C 'ie4ers to skip a)'erts so is (Ca)'ertising 4orth4hile
* (eenagers increase) use of s%artphones %eans less(C 4atching
* (C an) ra)io no4 accesse) through internet as 4ell
* a)io listening hours )ropping
< but #1.N of a)ults listen 5&ust for less ti%e6* Online a)'ertising spen) in 2010 4as -bn 52N of all
a)'ertising6
* (C a)'ertising spen) in 2010 4as .2bn
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E%erging issues 2
* $oul) 'iral a)'ertising etc be lessacceptable if fir%s see% to e7ploit it e.g.$a)bur+s 8 online ca%paign for ispa
barsL bu 's h+pe 5'iral6* ;o'ern%ents increasing control of a)'erts
2012/2013 Author: Dr P.Harborne
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2012/2013 Author: Dr P Harborne
!u%%ar+
e ha'e e7plore):
* (he %arketing co%%unications process
* (+pes of %arco%%s
* (he relati'e cost of t+pes of %arco%%s* !trengths of each t+pe of %arco%%
* arriers to effecti'e co%%unication
* A)'erse perceptions of a)'erts
* >ncreasing legislati'e control of %arco%%s
* ,e+ issues in effecti'e co%%unication
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