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Summary Marketing communications + zelfstudie
ENGLISH! Summary of the course Marketing Communications by Lana Mulier. Includes self study + guest speakers
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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
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,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
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,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
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, 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
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