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Summary Marketing communications a european perspective, sixth edition
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Marketing communications. Sixth edition and all chapters.
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Chapter 1 IntroductonMarketng communccaton
All instruments by means of which the company communicates with its target groups and
stakeholders to promote its products or services.
Persuades and informs consumers and potental consumers and stakeholders: persuade in
liking, creatng awareness
Reinforce the relatonship between an organizaton and it audiences
Can diferentate the ofering from one company or brand from those of others
Communccaton cnstruments anything to promote a product that is initated by a brand:
(sponsorship, direct mail)
Marketng communccaton
Main pillars of marketng communicaton:
Advertsing
branded content
Health communccaton deals wcth dcscouragcng the use of a product and not promotng a product.
Marketng(Not marketng communccaton!)
Marketng is the process of planning and executng the concepton, pricing, promoton and
distributon of ideas goods and services to create and exchange value, and satsfy individual and
organizatonal objectves.
consist of all kinds of actvites to promote a products: design, pricing, promoton,
distributon(Marketng mix: 4 p’s)
Product: what are you selling? What is the beneft of the watches, what are the qualites
marketng communicaton in this case looks at how to persuade people to buys this
product.
Core product: unique beneft that is being marketed, unique place in mind of consumer.
Tangible product: product features (quality, optons, design, packaging, branding)
Augmented product: service layer (services, warrantes)
Price: strategic instrument (discount)
marketng communicaton
List price: official price
Price cuts are efectve way to atract consumer but also means losing margin and profts.
Where is your product placed: process of bringing the product from the producton to the
costumer. This involves
Transportng the product
Selectng wholesalers and retailers
Deciding on which kind of assortment the product is distributed in
Co-operaton between company and distributon channel
Logistcs
Inventory
locatons
Promoton: all forms of how the company communicates with its target groups and
stakeholders to promote its products or the company as a whole
,Marketng communccaton cnstruments
Advertsing: non-personal mass communicatons using mass media, the content of which is
determined and payed for by a clearly identfed sender. (TV, radio) (Domino’s: powered by
pizza)
One-way street: you are not asking for this informaton, but you are stll given the
informaton.
Company pays for it.
Sponsorship: investment in cash or kind(tme, efort, services, knowledge) in an actvity, in
return for the exploitable commercial potental associated with this actvity.
Two-way street: helps both the brand and the event. (Max Verstappen and Red Bull, they
both have advantages from it)
Building brand awareness or reinforcing an brand or image
Public relatons: all the communicatons a company instgates with its
audiences/stakeholders
Two-way street: Company is interested in providing informaton of the company and
receiver is interested in this informaton.
Company does not pay for it(indirect): No complete control of the informaton they hope
bloggers drop it into the world that creates press for them.
Direct marketng: personal and direct way to communicate with costumers and potental
clients. Personalized way of targetng individual people or personalizing the message to
individual people (tele-marketng).
Brand-actvaton: actvate consumers by stmulatng interest, product trial, consumer loyalty
(e.g. through personal sales)
Aim is not necessarily have them buy something but to try something (creatng an
experience) you get them to be interested
Create interacton between consumer and the company
Having personal contact between consumer and product ( trial stands, trying out a car,
personal selling)
o Sales promotons is part of brand-actvaton: sales-stmulatng campaigns (coupons,
free trials, subscribing= free product)
Not always personalized
Stmulatng sales through campaigns
o Point-of-purchase communicatons (part of branded actvaton): deals with every
type of communicaton at a point of purchase (displays in supermarket, advertsing,
merchandising, bonus shelves)
Online communicaton: communicate interactvely with costumers/stakeholders through the
internet/mobile devices/social media (internet banners, Twiter or Facebook account, advert
games)
Two-way street: you ask for informaton as consumer
Trade fairs: of great importance for contactng prospects, users and purchasers
,Personal vs. mass communccaton
Selectve percepton: how likely people are to atend the message (whether they ignore the message
or not)
Personal communccaton: a message directed to certain known and individually addressed persons
Mass communccaton message directed at a number of receivers who cannot be identfed, using
mass media to reach a broad audience.
Image or theme communccatons(above-the-lcne communccatons) advertser tries to tell the target
group something about the brand or products and services ofered.
To improve relatons with target groups
To increase customer satsfacton
To reinforce brand awareness an preference
Positve infuence on behaviour of target group
Acton communccatons (below-the-lcne communccatons) infuence the buying behaviour of the
target groups and to persuade the consumer to purchase the product.
Stmulate purchases
Integrated marketng communccaton
a concept of marketng communicaton planning that recognizes the added
value of a comprehensive plan that evaluates the strategic roles of
a variety of communicaton disciplines e.g., general advertsing,
direct response, sales promoton and public relatons, and
combines these disciplines to provide clarity, consistency
and maximum communicaton impact.
you should integrate all these instruments to give an
clear and consistent message.
Communicatons instruments are combined
in such way that they reach a synergetc
efect and the resultng
communicatons efort becomes
homogeneous
Marketng instruments have to
be combined in such way that
the company’s ofering is
consistently marketed.
, all marketng instruments have to work in the same directon and marketng mix
instruments have to be designed in such way that the efects are reinforcing.
Perspectve of the reccpcent
Traditonal marketng, promotons and web/social media should be consistent and this creates
synergy.
Synergy creates a bigger efect than the sum of its part (1+1=3)
Integrate all you communicaton so you have one image to present to the consumer or potental
consumer
Successful IMC rest on the existence of a manager who has the authority to supervise and integrate
all the specialized communicatons functons of the organizaton.
Integraton wcth corporate communccaton
Corporate communicaton is the managements instruments to coordinate internal and external
communicaton in such a way that allows for an organizaton to acquire and retain the desired
reputaton with the most important target groups/stakeholders.
main objectves:
Defne a corporate identty that is in line with the corporate strategy
Reduce the image-vision gap (image that stakeholders have vs. the desires identty)
Organise and control the implementaton of all the communicatons eforts of a company, in
line with the two above mentoned principles.
Corporate personalcty commonly shared understanding of the organizaton’s distnctve values and
characteristcs
Corporate cdentty the way the company chooses to present itself to its relevant target audiences by
means of symbolism, communicatons and behaviour
Corporate culture the deeper level of basic assumptons and beliefs that are shared by members of
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