Market Communication

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Transcript Market Communication

Market Communications
Arild Aspelund
IØT, NTNU
Outline
•
The role of market communications
•
Marketing communications mix
– Advertising
– Sales Promotion
– Events and Experiences
– Public Relations
– Personal Selling
– Direct Marketing
•
Management of different marketing communication activities
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Market Communications
The means by which firms attempt to
inform, persuade, and remind
consumers, directly or indirectly, about
the products and brands they sell.
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Raising Attention and Communication
Values
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The Communication Process
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Encoding and Decoding
•
Encoding
– Carefully wrapping your message and communicating your value proposal
•
Decoding
– Selective attention
• A cognitive screening process to save your brain from information
overload
– Selective distortion
• Tendency to interpret information to fit with your preconceptions
– Selective retention
• Tendency to remember the good about the things you like, and forget
the good about those you don’t
– Subliminal perception
• Messages to you subconscious
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Encoding and Decoding
• Encoding and decoding can be
troublesome
• Sometimes the message is not
interpreted the way it was meant
• Sometimes the message is
complicated
• The trick is to make a complicated
message available with simple
means
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The Role of Market
Communications
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Communications - Advertising
Any paid form of nonpersonal presentation
and promotion of ideas, goods, or
services by an identified sponsor.
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Campaign Objectives
Informative
advertising
Persuasive
advertising
Reminder
advertising
Reinforcement
advertising
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Communications - Advertising
• Print and broadcast ads, motion pictures, brochures
and booklets, posters, POP displays, logos, mobile
content, etc.
• Special characteristics
• Pervasiveness
• Amplified expressiveness
• Impersonality
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Advertising Campaigns
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Evaluation of Ads
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Is the message clear at a
glance?
Is the benefit in the
headline?
Does the illustration
support the headline?
Does the first line of the
copy support or explain
the headline and
illustration?
Is the ad easy to read and
follow?
Is the product easily
identified?
Is the brand or sponsor
clearly identified?
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Media Selection
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Reach
Frequency
Impact
Exposure
• Target audience and media
habits
• Product characteristics
• Message characteristics
• Costs
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Advertising Campaigns
• There is a trend in the market communication
industry to select multiple media channels and also
multiple platforms
• This gives the opportunity to differentiate message to
different segments with different media preferences
• Example: Grandiosa’s campaign “Spelt”
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Sales Promotion
Collection of incentive tools, mostly
short term, designed to stimulate
quicker or greater purchase
of particular products or services
by consumers or the trade.
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Sales Promotion
•
Advertising offers reasons to buy, while sales promotions offers
incentives to buy
•
Contests, games, trade shows, exhibits, coupons, entertainment, etc
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Examples of contests:
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Special characteristics
• Communication
• Incentive
• Invitation
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Sales Promotion
• DN – 3 weeks free delivery by renewal of
subscription
• 71 grader nord
• Finally, check out gjerrigknark.com
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Events and Experiences
– Sports, entertainment, festivals, arts, company museums, street
activities, etc.
– Special characteristics
• Relevant
• Involving
• Implicit
•Totally 3.021.000.000 NOK
spent on sponsoring in 2005
•59 % goes to sports
Source: SynovateMMI
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Selecting Events
Audience closely matches target market
Event generates media attention
Event is unique with few sponsors
Event lends itself to ancillary activities
Event enhances brand image of sponsor
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Public Relations
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Public Relations are market communications that the receiver does not
perceive the sender to have paid for
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Press kits, speeches, seminars, annual reports, charitable donations,
publications, community relations, lobbying, etc
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Special characteristics
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High credibility
Ability to catch buyers off guard
Dramatization
Represents an exciting tool for resource-constrained new ventures
•
Industrial Magazine “Moderne Produksjon”
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Aker Kværner’s campaign “Nøtterknekker”
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Personal Selling and Direct
Marketing
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Personal selling
– Sales presentations, sales meetings, incentive
programs, samples, fairs and trade shows
– Special characteristics
• Personal interaction
• Cultivation
• Response
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Direct marketing
– Catalogs, mailing-lists, telemarketing, TV
shopping, fax mail, E-mail, etc
– Special characteristics
• Customized
• Up-to-date
• Interactive
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Targeting Communications
Identify target audience
Determine objectives
Design communications
Select channels
Establish budget
Decide on media mix
Manage IMC
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Targeting
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What we have been discussion in the last classes…
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Product strategy
Pricing
Market channels and distribution
Market communication
… constitutes the primary variables in your targeting strategy
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It deals with adopting your market offering to provide maximum value
for your customers as well as raising attention and communicating with
your targeted customers
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Summary and Continuation
• Summary
– Communications are a major part of your targeting strategy
• Continuation
– Exam
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