Summary
Summary Marketing communications + zelfstudie
- Course
- Institution
- Book
ENGLISH! Summary of the course Marketing Communications by Lana Mulier. Includes self study + guest speakers
[Show more]
Connected book
Book Title:
Author(s):
- Edition:
- ISBN:
- Edition:
More summaries for
-
Summary of the book chapters for Marketing Communications (328248)
-
COM4808 - ASSIGNMENT 4 PORTFOLIO SOLUTIONS (SEMESTER 1 - 2024)
Seller
Follow
MarieVincke
Reviews received
Content preview
MARKETING COMMUNICATIONSC1. INTEGRATED COMMUNICATIONS
MARKETING & INSTRUMENTS OF THE MARKETING MIX
WHAT IS MARKETING?
“Marketing is the process of planning and executing the conception, pricing, promotion and distributions of
ideas, goods and services to create and exchange value, and satisfy individual and organizational objectives.”
INSTRUMENTS OF THE MARKETING MIX
MARKETING COMMUNICATIONS (MC) & INSTRUMENTS OF THE COMMUNICATION MIX
WHAT IS MARKETING COMMUNICATIONS?
“Marketing communications (MC) is the process through which organizations and audiences engage with one
another.”
INSTRUMENTS OF THE COMMUNICATION MIX
• Advertising
• Brand activation (promotions, in-store, experience)
• Direct marketing communications
• Public relations
• Sponsorship
• Exhibitions and trade fairs
1
,ADVERTISING
• One-to-many (mass)
• Monologue (except: online)
• Paid
• Often long term
• Via intermediary effects
ONLINE ADVERTISING
• Websites
• Advertising on websites
• Social media advertising
• Mobile advertising
BRAND ACTIVATION
• Sales promotions
o Sales stimulation
o Incentive-based
o Image destroying?
▪ Type of promotion
▪ Type of reward
• Point-of-purchase communications
o
• Experience marketing
o The art of creating an experience where the result is an emotional connection to a person,
brand, product or idea
o Field marketing, customer service, special
events, product promotions, PR stunts,...
o Creating connection through a designed
emotive experience
o Examples:
▪ Test drive with car
▪ Flagship stores like Nike or M&Ms
• In-store communications
o
• Restroom advertising
o
2
,DIRECT MARKETING
• Text messages
• Emails
• Phone calls
• Direct mail
• Online ads
• Flyers
• Kiosks
• Door-to-door
• Coupons
➔ Personal
➔ Measurable
PUBLIC RELATIONS VS ADVERTISING
• all about the brand
• all about product or service
• controlled by brand
• controlled by media
• credible
• earned
• expensive
• less trusted
• not expensive
• paid
• persuasive
• visual
• written
= mainly corporate communications tool
= building and maintaining goodwill and reputation
= generate positive publicity
= many stakeholders
SPONSORSHIP
• Cash or kind
• Return, especially sales
• Strong image carry over effects
• Other sponsors
• Match-up between sponsor and sponsored organization
PERSONAL VS MASS COMMUNICATIONS
3
,IMAGE VS ACTION COMMUNICATIONS
Satisfaction and loyalty
• The satisfaction – profit chain: Satisfaction -> Loyalty -> Profit
• Loyalty is both attitudinal and behavioral:
o A person only buys the products from one single company,
o and truly believes there is no better supplier
INTEGRATION OF MARKETING COMMUNICATIONS (IMC)
• Look at communications the way the consumer sees it: a flow of information from
indistinguishable sources
• Combine and use MC instruments consistently
• Synergetic effect between tools and instruments (1 + 1 = 3)
• Seamless, homogeneous communications
CREATING SYNERGIES IN MARKETING COMMUNICATIONS
• Sales team has easier job when brand is well-known through advertising or sponsorship
• In-store or point-of-purchase communications that are consistent with advertising are more effective
• A promotional campaign that is supported by advertising is more successful
• Public relations, sponsorship and advertising can have synergetic effects on company and brand image
• Websites are more frequently visited when announced in or supported by offline campaigns
• Social media campaigns are more effective when accompanied by offline advertising or brand
activation campaigns
INTEGRATED MARKETING COMMUNICATIONS (IMC)
“IMC is a new way of looking at the whole, where once we saw
only parts such as advertising, public relations, sales
promotion, purchasing, employee communication, and so
4
,forth, to look at it the way the consumer sees it as a flow of information from indistinguishable sources.”
• Successful MC depend on a well-integrated, synergetic and interactive marketing view
• Consumer or customer point of view
STAGES IN IMC DEVELOPMENT
STRATEGIC INTEGRATION OF DEPARTMENTS FOR SUCCESSFUL IMC
THE MARKETING MIX AND IMC
INTEGRATING MARKETING COMMUNICATIONS ACROSS CULTURES
• Companies increasingly operate internationally
• Different demographic, economic, geographic, technological, political, legal and cultural conditions
• Translation from message strategy into creative strategy ’ becomes challenging
5
, UNDERSTANDING CULTURES
“Culture is the collective programming of the mind which distinguishes the members of one group or
category of people from those of another.” - Hofstede, 1991
A culture is the consistent configuration of:
• learned behavior
• results of behavior
• whose component elements are shared and transmitted by the members of a particular society
“Culture is what remains when that which has been learned is entirely forgotten.”
Marketers often fall victim to the self-reference criterion:
• Unconscious tendency to refer everything to our own cultural values
• Using own thought framework, which is mainly tied to our national culture, to interpret situations,
evaluate people, communicate, negotiate or decide which attitude to take
➔ Ethnocentrism
GLOBALIZATION, GLOCALIZATION AND LOCALIZATION
Integrating MC across cultures
• Should you localize (adapt) or globalize (standardize or integrate) your marketing communications
across different cultures?
Localization Globalization
Glocalization
Adaptation Standardization
• Localized communication
• Glocalized communication
6
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through EFT, credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying this summary from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller MarieVincke. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy this summary for R138,43. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
64438 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy summaries for 14 years now