Transcript Marketing Communication

Introduction to Marketing
Marketing
Communication
Bangor Transfer Abroad Programme
Introduction to Marketing
Bangor Transfer Abroad Programme
Introduction to Marketing
THE MARKETING CYCLE
COMMUNICATE
VALUES
DELIVER
VALUES
BUSINESS
CUSTOMER
EXCHANGE
UNDERSTAND
CUSTOMERS
MKTG-211 / 212
CREATE
VALUES
Bangor Transfer Abroad Programme
Introduction to Marketing
Purposes of Marketing
Communication
Persuade
Action
Bangor Transfer Abroad Programme
Introduction to Marketing
Basic Communications System
NOISE
SENDER
Message
Channel
RECEIVER
Feedback
Bangor Transfer Abroad Programme
Introduction to Marketing
Integrated Marketing Communications
• Aim is to inform, persuade and prompt action
• Customer is starting point for design and delivery
• All “Touchpoints” have potential communications
impact
• All communications deliver a consistent message
Mktg – 211/212
Bangor Transfer Abroad Programme
Spring 2011
Introduction to Marketing
Integrated Brand Communications
“ IBC is the process of developing and implementing various
forms of persuasive communications programs with
customers and prospects over time. The goal of IBC is to
influence or directly affect the behaviour of the selected
communications audience. IBC considers all sources of
brand or company contacts which a customer or prospect
has with the product or service as potential delivery
channels for future messages.”
(Shimp, 2000,)
Bangor Transfer Abroad Programme
Introduction to Marketing
Marketing Communications Management
Strategy , Values and
Identity
Target Customer
Groups
Product/Brand
Identity
Message
Media
Money
Control and Impact Evaluation
Bangor Transfer Abroad Programme
Introduction to Marketing
Brand Identity
The outward expression of the brand,
includes :
- its name
- visual appearance.
Brand identity is its fundamental
means of:
-consumer recognition
-symbolizes the brand's
differentiation from competitors.
Bangor Transfer Abroad Programme
Introduction to Marketing
Brand Image
The customer's “take“ on the brand.
For users - this is based on practical experience of
the product or service concerned (informed
impressions) and how well this meets expectations
For non-users - it is based almost entirely upon
uninformed impressions, attitudes and beliefs.
Bangor Transfer Abroad Programme
Introduction to Marketing
Brand Personality
The attribution of human personality traits (e.g
seriousness, warmth, imagination) to a brand as a way
to achieve differentiation.
Usually done through long-term above-the-line
advertising , packaging and graphics.
These traits inform brand behavior through both
prepared communication/packaging, and through the
people who represent the brand - its employees.
Bangor Transfer Abroad Programme
Introduction to Marketing
Touchpoints…
… any contact /potential contact between the
business/ product/ brand and the customer that
has the potential to communicate message to
customer
Mktg – 211/212
Bangor Transfer Abroad Programme
Spring 2011
Introduction to Marketing
Not Just Consumers
不只是消費者會去買，企業也會買
Bangor Transfer Abroad Programme
Introduction to Marketing
Results
結果
Bangor Transfer Abroad Programme
Introduction to Marketing
The Communications Mix
•
•
•
•
•
•
•
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Personal selling
Advertising
Sales promotion
Sponsorship
Public relations
Point of purchase media
Exhibitions
E-marketing etc….
TOUCHPOINTS!!
Bangor Transfer Abroad Programme
Introduction to Marketing
Message
3 Variables:
• Code
• Appeal
• Execution
Bangor Transfer Abroad Programme
Introduction to Marketing
Code
Symbols used to convey meaning
- Text
- Signs
- Graphics
- Symbols…etc
Bangor Transfer Abroad Programme
Introduction to Marketing
Meanings are the result of
Communications with Customers
Appeals – what we say
• Product Feature
• Customer Benefit
• Company Values
Generally:
The more Customer
Value is emphasised
the more persuasive our
message
Bangor Transfer Abroad Programme
Introduction to Marketing
Execution – how we say it
Styles range from:
Straight Facts
to
Generally:
Execution should support
and create additional
value
Stories
Bangor Transfer Abroad Programme
Introduction to Marketing
Setting Budgets
• Complicated by difficulty in
measuring effects
• Range of Methods for setting
• Objective and Task – most
managerial approach
Bangor Transfer Abroad Programme
Introduction to Marketing
Control and Evaluation
CONTROL:
EVALUATION:
Systems to ensure
plans actually
implemented
Systems to measure
performance of
communications
Measure against plans
Measure against
Objectives
Bangor Transfer Abroad Programme