Marketing communication
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The document provides an overview of marketing communication and promotion. It discusses key concepts such as the promotional mix, above and below the line promotion, and push and pull promotion strategies. It also outlines how to plan an effective advertising campaign, including gathering background information, setting goals and choosing target groups, budgets, media, messages, and timing. Measurement of advertising effectiveness is also addressed.
Marketing communication
- 1. MARKETING COMMUNICATION Johanna Heinonen JH 17.1.2012
- 2. Essentials COMMUNICATION 1) Who is the receiver? What and how he wants Sender Receiver to be communicated? 2) Who is the sender? ”A good ”A GOOD What and how is the most result!” RESULT” natural way to Channel communicate? 3) What is the message? How the message should be formulated in order to be interesting? 4) Which channel is to be used? How the message reaches the receiver best? Pekka Disturbance Igor 5) Risks and disturbances? • hunter • circus manager What are the risks and • 30 years • 60 years how they are anticipated? • Lapland • Moscow Target, timing, channels, etc? JH 17.1.2012
- 3. MARKETING MIX ‐ PROMOTION PRICE PRODUCT PEOPLE PLACE PROMOTION PROMOTION = All communication that happens inside or outside the company 1. You’ve got to have something to tell – the central message / the service promise • Company’s point of view • Customers’ point of view!!! 2. ”The package” • You’ve got to express the central message in such a way that customers pay attention to it, notice your message and adapt it as their own 3. Media choices • You’ve got to find the medias that your customers follow and use them as your marketing channels • The package? / The budget? / The effect? 4. Timetable 5. Responsibilities (The role of advertising agency?) JH 17.1.2012
- 4. PROMOTION • Information about a product, product line, brand, or company one of the five key aspects of the marketing mix • Definition of Promotion – Promotion keeps the product in the minds of the customer and helps stimulate demand for the product. – Promotion involves ongoing advertising and publicity • Above the line promotion: – promotion in the media – advertiser pays for it – targeted directly to the customers • Below the line promotion: – All other promotion – Promotion targeted to other groups than customers – affects indirectly customers – For example sponsorship, product placement, sales promotion, public relations, trade shows JH 17.1.2012
- 5. PROMOTION • Promotional mix or communication mix: – Advertising: Any paid presentation and promotion of ideas, goods, or services by an identified sponsor – Personal selling: A process of helping and persuading one or more prospects to purchase a good or service or to act on any idea through the use of an oral presentation. – Sales promotion: Incentives designed to stimulate the purchase or sale of a product, usually in the short term – Public relations: Non‐paid non‐personal stimulation of demand for a product, service, or business unit by planting significant news about it or a favorable presentation of it in the media. • Two strategies: "push" and "pull". – Push • Uses salesmen and trade promotion to create consumer demand for a product. • The producer promotes the product to wholesalers, the wholesalers promote it to retailers, and the retailers promote it to consumers. – Pull • Uses advertising and consumer promotion to build up consumer demand for a product. • If the strategy is successful, consumers will ask their retailers for the product, the retailers will ask the wholesalers, and the wholesalers will ask the producers. NOTE! With promotion you build images and give information. Whether your promotion campaign has emphasis on information or images depends firstly on customers wishes and values and secondly on your product and company. JH 17.1.2012
- 6. Decisions in marketing communication Interactive marketing Support for sales Customer Personal Advertising Sales Public service selling Promotion Relatuins Communication in the print media Direct marketing Outdoor advertising Electric media (radio, TV, internet etc.) JH 17.1.2012
- 7. Advertising A message that is sent and paid by a recognisable sender usually in massmedia. The message tells aboyt the services, products and the company and its goal ist tu create/increase selling and/or the knowledge of the product/service/company or create/improve the image of the prod Why advertising needs? 1. It informs customers of the product/service/company and its contents and elements, the price, the selling places… 2. It affects people’s attitudes and feelings and it aims for creating a good product‐ and company image; a brand. 3. It wants to create a will for purchase by telling the good sides and the advantages in buying the product Johanna Heinonen-Salakka JH 17.1.2012 12.2.2002
- 8. The positive elements in advertising • Reaches masses • Quick • Cheap, if you consider the number of persons you reach • Cheap for the customer The negative elements in advertising • Expensive • Demands skills to be done right • Impersonal Johanna Heinonen-Salakka JH 17.1.2012 12.2.2002
- 9. How to make a good advertisement? BASIC: Keep it simple Don’t change it • in order to make people remember your advertisement, you must use the same elements over and over again during the years. E.g. The color blue in Fazer blue chocklate, color Red in Viking Line, three stripes in Adidas, ”Have a Coce and a smile” Advertisements can be • Visually same (same color, logo etc) • Verbally same (same slogan) • Orally same (same sound) Johanna Heinonen-Salakka JH 17.1.2012 12.2.2002
- 10. How to make a good advertisement? Go public regularyly and often enough Don’t use too many elements in your advertisement – rather use empty space Use picture as often as its possible Further information about the topic can be found e.g. the following netsites: • http://www.bly.com/Pages/documents/HTWAGA.html • http://www.marketingtoday.com/marcom/writeads.htm Johanna Heinonen-Salakka JH 17.1.2012 12.2.2002
- 11. CONTENTS IN ADVERTISING • main promise / central message • the parts that support the main promise Useful tool is AIDA (e.g. an exaggerated version is TV Shop) A get your customers’ attention I create interest D make them desire your product / companu A make them act (buy) S guarantee satisfaction Johanna Heinonen-Salakka JH 17.1.2012 12.2.2002
- 12. Advertising campaing Lasts a certain period during which the advertiser sends a message to the target group in the chosen medias The same message can be told with different communication tools Levels in advertising campaing 1. National 2. Regional 3. In one shop or residence Johanna Heinonen-Salakka JH 17.1.2012 12.2.2002
- 13. PLANNING AND ADVERTISING CAMPAIGN Gathering background information Goals and target groups for advertising campaign Publishing time Budget Choosing media/s Number of repeats Deciding the central Message and contents Implementantion: Pretesting Production Publishing Measuring the effectiveness and gathering feed back JH 17.1.2012
- 14. Timing alternatives for an advertising campaing Even Rising Sinking Changing Centered Continuous Breaking JH 17.1.2012
- 15. Advertising medias • Print media (newspapers, magazines etc) (further information e.g. http://contentmanagementsoftwares.net/Benefits_of_advertising_through_print_m edia.htm) • Radio (further information e.g. http://www.rab.com/ and http://www.rab.fi/en_GB/) • TV (further information e.g. http://www.nelonen.fi/inenglish/ and http://spotti.mtv3.fi/site/mtv3/en/) • Internet • Outdoor advertising adn advertising on vehicles • Advertising in the shop Why to choose a certain advertising media? 1. Target group 2. The elements in product or service 3. Competitor’s actions 4. Economic point of views Johanna Heinonen-Salakka JH 17.1.2012 12.2.2002
- 16. GOALS IN ADVERTISING • informational goals • goals that aim for change the attitudes among target group •goals that aim for action in target group JH 17.1.2012
- 17. MEASUREMENTS In general: Read this http://www.wan-press.org/IMG/pdf/Adfvertising_Measure_14074F.pdf OTS – Opportunity to see How many times people who are reached by the media has an oppotunity to see the asvertisement Cover numbers How many percent of the target group will be reached Contact numbers How much does it cost to reach one people Johanna Heinonen-Salakka JH 17.1.2012 12.2.2002