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Summary Marketing chapter 9
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Marketing chapter 9 marketing communication strategies9.1 What is marketing communication?
- Developing and launching good products or services isn’t a guarantee for success. You need
effective communication with the target market. Companies want to attract people’s
attention.
- Promotion or marketing communication: the combined tools a company uses to build and
maintain favourable relationships by informing or persuading a target audience to:
1. View the organization positively
2. Accept its ideas
3. Stimulate demand for its products and services
- Marketing communication is intended to maintain long-lasting relationships with customers.
- Marketing communication and promotion tools (communication mix):
1. Advertising: any paid form of non-personal communication about products, services, ideas
or organizations. By an identified sponsor. Using the mass media to influence the
knowledge, attitudes or behaviour of those who are part of a target market.
2. Publicity: unpaid communications about the company, its products and/or services
broadcasted or published in news media.
3. Sponsorship: providing financial or other types of support to an organization or individual.
Hope to acquire commercial publicity, gaining goodwill or increasing public awareness of
the company’s name and brands.
4. Personal selling: a company’s sales representative makes a presentation for a potential
buyer, ultimately to sell a product or service.
5. Direct marketing: two-way process. Companies interact directly with customers to
exchange information and sell products (give email, receive newsletters). Try to develop a
lasting direct relationship, to create transactions.
5. Sales promotion (short term): encourage consumers to buy the product now, by creating
change in price/value ratio. Increase sales in short run.
6. Public relations (long term): promote a mutual understanding between the organization
and its stakeholders by creating a positive image of the organization.
,- Integrated marketing communication (IMC): the strategic integration of several media and
elements of the communication mix that support each other forming a complete, consistent
message to the target audience.
- Stealth marketing: alternative marketing communication and publicity generators designed
to approach the consumer in a more subtle way than traditional advertising (products and
brand names may be show on TV, on t-shirt or on sport facilities).
- Guerrilla marketing: marketing activities in which an organization traps consumers with
product-related messages or other promotional content in unexpected places. Low budget,
but maximize result. Unexpected activities.
- Effective guerilla marketing leads to a buzz: word-of-mouth generated by real customers.
- Alternative to guerilla marketing viral marketing: an inexpensive way to spread the word
about a product or service by giving customers a reason to pass on a message about the
company to others (internet version).
- Communication: the transfer of exchange of information between organizations and people,
in an attempt to influence them.
Two different channels:
1. Interpersonal/personal communication: through people.
2. Non personal communication: use of promotion, publicity or mass media.
- Mass media: channels, such as television or print media that are able to reach a large target
audience mass communication.
- Comparison between consumer marketing, business-to-business marketing and its most
used instruments.
- Consumer marketing allows to reach a large audience quickly and less expensive.
- B2B marketing is for more expensive products. Involves risk buyers, they use advertising to
make consumers aware of the benefits.
- Advantages and disadvantages of personal and mass communication:
, - Communication process: in which a sender tries to deliver a message to a receiver (potential
customer) by using a certain medium.
How does communication work?
Encoding choose medium/message decoding. Process can be interrupted by ‘noise’.
Encoding: process of turning an idea into a graphic format or symbolic form.
Decoding: process of translating words and images into certain information.
Noise: any distraction reducing the clarity and effectiveness of the communication.
9.2 communication strategy: target audience
Communication strategy: for communicating a desired message to a
desired target audience through a medium.
Steps in developing a communication strategy:
1. Identify target audience
2. Set communication objectives
3. Establish the communication budget
4. Determine the communication mix
5. Develop the message
6. Select media
7. Measure results and adjust the strategy
- Communication plan: a four step process of identifying the target
audience, formulating objectives, setting a budget, and determining
the communication mix.
- Communication target audience: a specific group of people or
organizations to whom the message is addressed. This group may be
bigger than the actual target market, they also communicate with
stakeholders, employees, etc.
- Distinction between primary target group (the receivers in which an organization is
interested) and the secondary target group (less interesting, but still important).
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