Lecture 9w

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

7

89

10

Week 1

11


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$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


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"ntegrating Counications

Strateg#


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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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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.


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a%)ertising



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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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!ubli%inal a)'ertising


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,nocking cop+ 11

2

/ro S 'frica

$!is is not alloe% in t!e .


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,nocking cop+ 2


3

-

From S Africa.This is not allowed in the UK


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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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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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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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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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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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!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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!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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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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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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!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


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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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(reat%ent


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(reat%ent 2


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2012/2013 Author: Dr P.Harborne -#

(reat%ent 3

Does se7 sell


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"o4 >n'ol'e%ent (reat%ent


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Parisian "o'e


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Parisian "o'e

* $onsi)er the ;oogle a)'ert

< $ontent

< !tructure

< or%at

< Me)iu%

* >s it an effecti'e a)'ert


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$argeting a%)erts

http://www.nmauk.co.uk/


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assup


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assup again

h+ 4oul) +ou )o this


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!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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!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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!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



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'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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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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"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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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



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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

Documents

Lecture 9w