A - neu Flashcards
Defining MarCom
What is communication?
the process that conveys shared meaning between individuals, or between organizations and individuals
Defining MarCom
What is MarCom?
represents all elements of the marketing mix
…that facilitate exchanges, by targeting the brand to a group
…that facilitate positioning the brand as being distinct from competitive brands
…that facilitate sharing the brand’s meaning and unique differences with product’s target audience
Defining MarCom
MarCom as part of the classical marketing mix
Promotion, part of the 4P, is basically marketing communication. MarCom uses marketing communication tools, such as Advertising, direct Marketing or sales promotion
Integrated MarCom
Definition
Integrated marketing communication is a process, which involves planning, creation, integration and implementation of diverse forms of marcom. These are delivered over time to a brand’s targeted consumers and prospects
Integrated MarCom
Three components of IMC
There are three components in integrated marketing communication.
The first one is the concept. It focuses on delivering the marketing message to all relevant stakeholders (customers, general public etc.).
The second component is the synergy between all marketing communications. They all should be coordinated and consistent, because then, they have greater impact on enhancing the customer’s brand knowledge than when individual marketing messages are used.
The third component is the process of IMC. The marketing department has to profile the customer/prospect segment and then determine what types of messages and media channels will best reach them.
Integrated MarCom
Key features of IMC
1) Profile the identified target market.
2) Use relevant media channels
3) Achieve communication synergy, i.e. speak with a single voice
4) Influence the target market’s behavior
5) Build customer relationships.
Integrated MarCom
The three most important considerations
Consistency:
The same persuasive message can benefit from being reinforced in different ways across different communications. This facilitates learning and induces action.
Complementary:
Different communication options have different strengths and weaknesses. These can meet different brand-related information needs for consumers, so they complement each other.
Cross Effects:
Communication effects from exposure to one communication option can be enhanced when the person had contact with a different communication option before.
The Communication Process
Model of the Marketing Communication Decision-Making
The marketing communication program consists of different decisions. There are fundamental decisions, such as positioning, targeting, budgeting and setting objectives, and there are implementation decisions, like creating messages, selecting media and mixing elements. These two kinds of decisions lead to outcomes: enhanced brand equity and affecting behavior.
Then the program will be evaluated. The results are measured, feedback provided and corrective action is taken.
Then the process starts again.
The Communication Process
General model of communication
Laswell Formula
Who says what to whom in which channel with what effect?
The Communication Process
The key to effective communication
the key of effective communication is to establish commonality of meaning between the message sender and the receiver of the message
The Communication Process
Basic model of the communication process
- The sender codes a message and sends it through a channel to the receiver, who decodes the message
- the channel is where the coded message leaves the field of experience of the sender and enters the field of experience of the receiver.
The Communication Process
A more specific model of the communication process
- The source (e.g. marketing communicator) has a communication objective (image, behavior, influence) that he transforms into a message (ad)
- this message is delivered via message channels (media) to the receiver (target audience)
- the receiver experiences or realizes a communication outcome (brand awareness, attitude) and provides feedback, that is seeked by the source
- all stages of the process are influenced by noise (interferences)
The Communication Process
A more specific model of the communication process
Source
A marketing communicator (e.g. an advertiser, sales person) wants to share the products attributes and benefits with the target audience. Therefore he encodes a marketing message by translating these ideas into symbolic form
Communication objectives:
- create brand awareness and recall
- establish positive brand image
- encourage purchasing behavior
The Communication Process
A more specific model of the communication process
Message
symbolic expression of what the communicator intends to achieve
The Communication Process
A more specific model of the communication process
Message channel
the path of the message from the source to the receiver
The Communication Process
A more specific model of the communication process
Receiver
the target audience (prospective and present customers) with whom the source wants to share its ideas
The Communication Process
A more specific model of the communication process
Feedback
the means through which the source evaluates if the intended message was received and if it accomplished the intended objectives
The Communication Process
A more specific model of the communication process
Noise
inferences that have impact on all stages of the communication process
MarCom and Meaning
Semiotics
the study of signs and analysis of meaning-producing events
MarCom and Meaning
Sign and Surplus Meaning
something that is physical and perceivable and signifies something (the referent) to somebody (the interpreter)
Surplus Meaning:
example peace sign
-> A sign means different things to different people at different times and in different contexts and is subject to change over time
MarCom and Meaning
Meaning
- the perceptions (thoughts) and affective reactions (feelings) to stimuli, evoked within a person within a person, when she or he is presented with a sign (e.g. a brand name) in a particular context
- basically: what you think and feel when you see a sign in a particular context
MarCom and Meaning
Meaning Transfer
- marketing communicators take meaning from the culturally constituted world and transfer it to products and services
- when the consumer is exposed to an ad he draws meaning from it and applies it to the advertised brand
Symbols and figurative language in MarCom
Symbol relations
a symbol relation is formed when an object (brand) becomes a symbol of something else (referent)
Symbols and figurative language in MarCom
Three forms of figurative language
Simile
- using comparative terms to join items from different classes of experience
- „something is like something“
Symbols and figurative language in MarCom
Three forms of figurative language
Metaphor
- creating a picture in the consumer’s mind making use of the meaning shared by the advertiser and the consumer
- e.g. Weeta-Bix is the breakfast of champions“
Symbols and figurative language in MarCom
Three forms of figurative language
Allegory
- conveying meaning in a story-beneath a story, in which there is also something other than what is literally depicted
Personification is often used to advertise potentially offensive and mundane products (e.g. Michelin Man personifies well-constructed vehicle tyres)
Brand Equity enhancement
Brand
name, term, sign, symbol or design (or combination of these) that is intended to identify and the goods and services of one seller/group of sellers and distinct them from those of the competitors
Brand Equity enhancement
MarCom of the brand level
- most marketing communication occurs at the brand level
- a well-known and respected brand is an invaluable asset
- a successful brand can create barriers to entry for competitors and economies of scale opportunities for the firm
- a brand provides the key means for a company to distinct their own offering from the ones of the competitors
Brand Equity enhancement
Brand equity
From the customer’s perspective and from the organization’s perspective
Customer
- brand possesses equity because the customer is familiar with it and holds favorable, strong and unique associations with the brand
- goal: brand knowledge in terms of brand awareness and brand image
Organization
- focus on outcomes that extend from efforts to enhance a brand’s equity
- goals: increased market share and brand loyalty, ability to charge premium prices
Brand Equity enhancement
Brand Knowledge
consists of brand image and brand awareness
Brand Equity enhancement
Brand awareness
- does a brand name come to mind when consumers think about a particular product category?
- How easily is the name evoked?
Brand Equity enhancement
Brand image
What types of associations (thoughts and feelings) come to consumer’s minds when deciding whether to purchase a particular brand?
Brand Equity enhancement
Brand awareness pyramid
from buttom to top:
- unaware brand
- brand recognition
- brand recall
- top of mind awareness
Brand Equity enhancement
Brand Positioning
Types of brand associations
- attributes (product/non-product related)
- benefits (functional, symbolic, experiential)
- overall evaluation (attitude)
Brand Equity enhancement
Brand Positioning
Positioning should …
… position the brand in the consumer’s mind
… position the brand against competing brands in the consumer’s mind
-> a positioning statement for a brand represents how marketers want customers and prospects to think and feel about a brand
Brand Equity enhancement
Brand Positioning
A clear positioning statement can determine
… who the target market is
… what marketing should say about the brand
… what media should be used to reach the target market
Brand Equity enhancement
Positioning via product attributes
A brand positioned on the basis of a product’s features or attributes can:
- reflect a brand’s competitive advantage
- motivate customer’s action
Product attributes can be product-related or non-product related features
non-product related:
- usage symbolism -> depicts a brand in context of usage situation
- user imagery -> the brand and the people who use it are portrayed as being virtually synonymous
Brand Equity enhancement
via brand benefits
functional needs:
products that attempt to fulfill the consumer’s consumption-related problems
symbolic needs:
products that potentially fulfill a consumer’s desire for self-enhancement, group membership, affiliation and belongingness
experimental needs:
products that provide sensory pleasure, variety and cognitive stimulation
Brand Equity enhancement
Brand image
Unique Selling Proposition vs. Unique Advertising proposition
marketing communicators can make use of the unique selling proposition and create a unique advertising proposition
