This is a summary of the book Marketing Communications: A European perspective, 7th edition. It also includes lecture notes. This document contains everything you need for the Marketing Communication exam when studying Communication and Information Sciences or International Business Communication. ...
, CHAPTER 1
Marketing is the process of planning and executing the conception, pricing, promotion and
distribution of ideas, goods and services to create and exchange value, and satisfy individual and
organizational objectives.
Instruments of the marketing mix
Product Price Place Promotion
(customer need) (cost to the (convenience) (communication)
customer)
Benefits List price Channels Advertising
Features Discounts Logistics Brand activation
Direct marketing
Public relations
Options Credit terms Inventory Sponsorship
Quality Payment periods Transport Exhibitions and
trade fairs
Design Incentives Assortments
Branding Locations
Packaging
Services
Warranties
The product tool consists of three layers. The core product is the unique benefit that is being
marketed (the brand is a summary of this core benefit). The core product has to be translated into a
tangible product. Product features, a certain level of quality, the available options, design and
packaging are important instruments by which a core product can be made tangible. The augmented
product gives the tangible product more value and more customer appeal (after-sale service,
management of complaints).
Marketing communication instruments:
Advertising: non-personal mass communications using mass media (billboards, pre-roll adds)
Sponsorship: investment in cash, activity, person or event, in return for the exploitable commercial
potential associated with this activity
Public relations: all the communications a compony instigates with its audiences/stakeholders
Direct marketing: vouchers in your email, directly towards you
Brand activation: try to make active costumers to actively use the product
Sales promotions: sales-stimulating campaigns
Point-of-purchase: displays, advertising within the shop, merchandising, store layout
Online communication: through social media and internet
2
,Personal vs. mass communication
Theme or image communications vs action communications
In theme or image communications (above-the-line communications, mass media advertising) the
advertiser tries to tell the target group something about the brand or products and services offered.
The goal could be to improve relations with target groups, increase customer satisfaction or reinforce
brand awareness and brand preference.
Action communications (below-the-line communications) seek to influence the buying behaviour of
target groups and to persuade the consumer to purchase the product. The goal is to stimulate
purchases.
Integrated marketing communication (IMC)
“...a concept of marketing communication planning that recognizes the added value of a
comprehensive plan that evaluates the strategic roles of a variety of communication
disciplines e.g., general advertising, direct response, sales promotion, and public relations,
and combines these disciplines to provide clarity, consistency and maximum communication
impact.”
(taking a customer-centred view and operationalising it for profitable brand building)
Communications instruments that traditionally have been used independently of each other
are combined in such a way that a synergetic effect is reached, and the resulting
communications effort becomes seamless.
The integration of formerly specialised communications functions into one organisational
system that conveys a consistent set of messages to all target audiences.
All instruments have to work in the same
direction.
The effects of the tools are mutually
reinforcing.
3
, International marketing communication:
Self-reference criterion: Our unconscious tendency to refer everything to our own cultural values.
Standardisation (globalisation): can lead to huge savings, the quality can be enhanced, creates a
strong global brand identity which is often associated with prestige and quality.
Adaptation (localisation): increases self-brand congruity, which makes the brand more appealing to
local consumers.
Glocalisation: for example the McKroket, or a local celebrity endorser.
Corporate communications
Corporate communications refers to the way in which businesses and organizations communicate
with internal and external various audiences. They have three main objectives:
1. To define a corporate identity that is in line with corporate strategy.
2. To reduce the gap between the desired identity and the image of the company that exists
with its target groups.
3. To organise and control the implementation of all the communications efforts of a company,
in line with the two above-mentioned principles.
Corporate communications can be defined as the visualisation of corporate identity.
Corporate personality: the values held by personnel within the organisation; the collective
understanding of the organisation’s values and characteristics. (philosophy, mission, strategy)
Corporate identity: set of meanings by which a company allows itself to be known. It is the visual
statement of the personality of an organisation.
Corporate personality and identity are derived from strategic priorities:
Corporate culture: ‘the way we do things around here’ (the way visitors are treated, responsiveness
to complaints)
Industry identity: industry size, growth, competitiveness, culture and technological levels. A strong
generic or industry-wide identity often forces companies to have similar strategies and missions.
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