Marketing Communications Olujimi Kayode Download free books at Olujimi Kayode Marketing Communications Download free eBooks at bookboon.com 2 Marketing Communications 1st edition © 2014 Olujimi Kayode & bookboon.com ISBN 978-87-403-0674-3 Download free eBooks at bookboon.com 3 Marketing Communications Contents Contents Contents 6 1 F undamentals Of Communication In Marketing 9 2 C onsumer Behaviour And Marketing Communication 42 3 P romotion Planning And Techniques 70 4 Advertising Techniques 98 5 O rganizination And Management Of Advertising Agencies And Advertising Departments 114 6 Advertising Media 139 7 Advertising Research 164 www.sylvania.com We do not reinvent the wheel we reinvent light. Fascinating lighting offers an infinite spectrum of possibilities: Innovative technologies and new markets provide both opportunities and challenges. An environment in which your expertise is in high demand. 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More than We welcome more than 5,000 interns every year across 140,000 people work at Airbus, Astrium, Cassidian and Eurocopter, disciplines ranging from engineering, IT, procurement and in 90 locations globally, to deliver some of the industry’s most finance, to strategy, customer support, marketing and sales. exciting projects. Positions are available in France, Germany, Spain and the UK. An EADS internship offers the chance to use your theoretical knowledge and apply it first-hand to real situations and assignments To find out more and apply, visit www.jobs.eads.com. You can also during your studies. Given a high level of responsibility, plenty of find out more on our EADS Careers Facebook page. Download free eBooks at bookboon.com 5 Click on the ad to read more Marketing Communications Contents Contents 1. FUNDAMENTALS OF MARKETING COMMUNICATIONS Marketing communications defined; Nature of information; Consumer information processing model; Basic model of communication process; Framework for analyzing marketing communication process; Language and conception – as elements of communication Sign and Symbol – component of communication; Language and marketing communications; Hierarchy of communications effects; Marketing communications mix; Dyadic communication; Mass communication; Word-of- mouth communication; Group communications; Group communication and marketing strategy; The role of Public Relations in marketing communications; Functions of Public Relations in marketing; Integrated Marketing Communications (IMC). 2. CONSUMER BEHAVIOUR AND MARKETING COMMUNICATIONS Consumer driven communication strategy; The diffusion process; Types of communication sources; Factors influencing adoption; Group of pre-dispositional factors; Adopter categories; Purchase decision process; Hierarchy of needs; Wants buying motives; The self-concept Perception Attitudes; Learning Cognitive dissonance; Cultural elements in communication; Social influences on promotion; Hereditary family status; Reference groups; Significance of roles in promotion; Life styles; Effect of social conditioning. 3. PROMOTION PLANNING AND TECHNIQUES Promotional planning and strategy; Component elements of promotional plans; Promotion target determination ranking techniques; Market segmentation; Product or Brand positioning technique; Procedures for selecting target markets; Hierarchy of objectives; Strategic approach to promotion; Planning by time periods; Guidelines for an effective promotion plans; Organizing promotion activities. 4. ADVERTISING TECHNIQUES The concept of advertising; Advertising defined; Strength and weaknesses of advertising; Investing in a brand; Evaluating an advertisable product; Product positioning; Essential factors in preparing print advertisement; Radio and television production; Copy styles; Creative appeals in advertising copy; Organizing an advertising agency; Selecting an advertising agency Briefing the selected agency; Functions of agencies; Method of agency compensation; Advertising budget; Media mix planning; International promotion and advertising. Download free eBooks at bookboon.com 6 Marketing Communications Contents 5. ADVERTISING MEDIA Advertising message transmission; Print media – newspapers/magazines Broadcast media – radio and television; Available transmission facilities on radio; Network advertising on radio and television; National spot advertising on radio and television; Local advertising; Spot announcements; Time classification in Day parts on radio and television; Available transmission facilities on television; Electronic media – Internet advertising and World Wide Web (www). 6. ADVERTISING RESEARCH Research process; Research problem; Research design; Primary data collection methods; Data sources for advertising research; Types of data for advertising research; Sources of secondary data; Other sources of syndicated advertising data; Types of advertising research; Media research; Media vehicle distribution; Media vehicle audience; Copy testing; Pre-testing procedures; Post- testing procedures; Deciding when to use advertising research. 7. OUTDOOR, TRANSIT AND CORPORATE ADVERTISING Features of outdoor advertising; Outdoor advertising; Transit advertising; Spectacular point- of-purchase advertising; the outdoor advertising media; Corporate or institutional advertising; Image building; Types of corporate advertising; Measuring the effectiveness of corporate advertising; Industrial products promotion campaign. 8. SALES PROMOTION AND PUBLICITY Sales promotion defined; Forms of sales promotion; Objectives of sales promotion; Below the line advertising; Advertising specialties; Roles of packaging in sales promotion; Resellers promotional support; Developing the sales promotion programme; Merchandising, Exhibitions and trade fairs publicity; Types of communication tools for publicity; Handling negative publicity; Product publicity; Criteria for good publicity release. 9. PERSONIFIED PROMOTION Personal selling; Personal selling communication process; Peddler and professional salesperson characteristic differences; Skill component needed by a professional salesperson; Fundamentals of sales management; Selling process and stages; The uniqueness of personal selling; Recruitment system; Sales force training; Sales quotas; Sales territory; Sales force management motivation mix; Compensation plan; Evaluation of sales force performance; Categories of personal selling jobs; Determining sales force size; Developing personal selling strategies. Download free eBooks at bookboon.com 7 Marketing Communications Contents 10. DIRECT MARKETING Direct marketing process; Common channels for direct marketing; Direct response marketing; Catalogue marketing; Telemarketing; Direct marketing through television, print and radio; Kiosk marketing; Automatic vending machine; Online direct marketing channel; Advantages and disadvantages of direct mail; Contents of direct mail package through post; Electronic consumables used by direct marketers; Benefits of direct marketing; Ethical problems in using direct marketing. 11. PUBLIC RELATIONS Definitions of public relations; History of public relations; Public relations media; Using public relations consultancy service; In-house public relations department; The public relations opinion survey; Evaluation of public relations programmes; Code of ethics. Download free eBooks at bookboon.com 8 Marketing Communications Fundamentals Of Communication In Marketing 1 Fundamentals Of Communication In Marketing MARKETING COMMUNICATION has been defined as the sharing of information, concepts, and meanings about products, services and the organization that sell them, by the source and receiver. A more elaborate definition is: Marketing Communication is targeted interaction with customers and prospects using one or more media, such as direct mail, newspapers and magazines, television, radio, billboards, telemarketing, and the Internet. Marketing communications is essentially a part of the marketing mix. The marketing mix defines the 4Ps of marketing, price, place, product and promotion, and Promotion is what marketing communications is all about. Subsisting within the marketing mix is another, the promotion mix which simply refers to the blend of advertising, selling, public relations and sales promotion. A commonality shared by all elements of the promotional mix is that their function is to communicate. Before a product is positioned in the mind of a buyer, awareness must first be created through the promotion mix to such extent that the buyer develops positive attitudes about the product or service and the selling firm that may result in a sale being made. From the marketing point of view, communication or the promotion mix can achieve the following functions: • INFORMATION: especially during the product’s introductory stage, when it is newly introduced into the market, and the company is trying to establish primary demand. • PERSUASION: once primary demand has been established, commercial communication can emphasize persuasion in the struggle for brand supremacy. Selective demand for the branded product of a seller may be built through brand names, emotional appeals, repetition, package identification and similar devices. This is done usually at the growth stage in a product life cycle. • COMBINED PROMOTIONAL INFORMATION AND PERSUASION: sellers combine information and persuasion in their promotion message, attempting to expand both primary and selective demands at the same time. This, usually occurs when the product is in the maturity or declining stages of their life cycle. (Stanley, 1977; Belch and Belch, 1986) Download free eBooks at bookboon.com 9 Marketing Communications Fundamentals Of Communication In Marketing There are three necessary elements for effective communication • SOURCE: such as an organization selling products • MESSAGE: such as information, signs and symbols • RECEIVER: such as consumers and the company’s publics All these three are established in marketing communication. Market communication, that is, messages flow between the firm which is its source and four main groups of receivers: 1. Consumers 2. Various sales supporting personnel such as wholesalers, retailers and other middlemen in the marketing system 3. Other members of the distribution channels and the marketing system not directly under the control of the selling firm, such as advertising agencies, sales agents and others 4. Material and resource suppliers such as financial and governmental agencies. Feedback must be present for any meaningful analysis of market communication and its effectiveness. The conclusive market feedback is the knowledge of completed sales as a result of messages. Feedback may also be made through market survey. Feedback information obtained through sales and marketing research is utilized by management to assist in the appraisal of the transmitted messages’ results to guide product and sales strategy. It is, as well, to revise communication contents, channels of transmission and forms of communication. The modern company manages a complex marketing communications system, the firm uses its communication mix of advertising, sales promotion, publicity and personal selling to disseminate marketing and corporate information, to its distribution channel members, consumers and other various publics. The nature of information communicated to these various groups, goes a long way in making the positive impact that will build corporate goodwill for the company, its products and employees. Researchers have discovered that information has a peculiar nature, with various essential elements to make a targeted impact on its recipients. (Warshaw and Kinnear, 1983) Download free eBooks at bookboon.com 10