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Summary Marketing Communications Theory readings Block 2.2
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Summary of the marketing communications theory readings list from block 2.2, from the book marketing communications: a European perspective.
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Communication Theory ReadingsWeek 1
Marketing Communications: A European Perspective
Chapter 1: Integrated Communications
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 organisational objectives.
Marketing Mix
The marketing mix consists of the instruments Product, Price, Place, Promotion
Product: consists out of three layers:
The core product is the unique benefit that is being marketed
The tangible product. Product features, a certain level of quality, the available
options, design and packaging are important instruments by which a core benefit can
be made tangible.
the augmented product gives the tangible product more value and more customer
appeal. It’s the ‘service layer’ on top of the tangible product and includes elements
such as prompt delivery, installation service, after-sales service and management of
complaints.
Price: Price is the only marketing instrument that does not cost anything, but provides the
resources to spend on production and marketing activities. The list price is the ‘official’ price
of a product. The list price can be made more attractive by e.g. giving discounts.
Place: bringing the product to the customer. Includes transportation, retailers, inventory. It
also involves the relationship between the company and the distribution channel.
Promotion: promotion involves all instruments by means of which the company
communicates with its target groups and stakeholders to promote its products or the
company as a whole.
Communications mix
The communications mix consist of different tools:
o Advertising: non-personal mass communications using mass media,
o Public Relations: all the communications a company instigates with its audiences or
stakeholders.
o Sponsorships: the sponsor provides funds, goods, services etc. the sponsor gets
comm. Objectives such as brand awareness in return from the sponsored
organisation.
o Brand Activation: the integration of all available communications means in a creative
platform and creating interest to generate new customers and customer loyalty,
, creating a brand experience. Sales promotions are sales stimulation campaigns and is
apart of brand activation.
o Direct Marketing: personal and direct way to communicate with customers and
potential clients or prospects, e.g. direct emails, direct response advertising.
o Point-of-Purchase: communications at the point of purchase or point of sales, e.g.
store displays, store layout, article presentation.
o Exhibitions and trade fairs: business-to-business and industrial markets, of great
importance for contacting prospects, users and purchasers.
o Personal Selling: directed message to certain known and individually addressed
persons. The message transfer may also be directed to a number of receivers who
cannot be identified, using mass media to reach a broad audience
o Online Communication: communicate interactively with customers and stakeholders
via online platforms.
Integration of Marketing Communications (IMC)
Process of homogeneous communication messages which are controlled and influenced that
starts from the point of view of the target group that is aimed at changing behaviour.
It focusses on how the customer views everything. ICM is used to evaluate marketing
objectives and combine these evaluations to create clarity, consistency and maximum
communications impact.
Consistency and synergy are important when implementing ICM. The marketing
instruments need to be marketed in such a way that the company’s offerings are
consistently the marketed. Instruments also need to work in the same direction not
conflicting each other. Marketing mix instruments have to be designed in such a way that
the effects of the tools are mutually reinforcing.
The elements of IMC need to be carefully planned in a way that they form a consistent and
coherent plan. IMC targets the audience at a much more personal level.
Integrated Marketing Communications Across Cultures
IMC in an international environment differs from normal IMC. Cultural and legal differences
between a company and its foreign marketplace can cause many problems and difficulties.
Due to differences in the international marketing environment, a company has to consider
the major question: to what extent should it localise (adapt) or globalise (standardise or
integrate) its marketing communications across different cultures?
In order for international campaigns to succeed, organisations need to understand cultural
differences. Consumers grow up in a certain culture and are used to that culture’s values and
beliefs, they will respond differently to marketing communications.
In order for it to succeed, marketing managers need to avoid self-reference criterion. The
self-reference criterion refers to our unconscious tendency to refer everything to our own
cultural values.
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