special studies in marketing 5
TRANSCRIPT
5. Special Studies in Marketing
BMS 2012
Reema Rijhwani
Communication & Advertising
Communication
• It is an activity of conveying meaningful message
• It requires a sender and a receiver • Communication can be across
geographies• Personal & Non Personal • Form – Verbal & Non Verbal • Aided by technology
Feedback
• Information Source – Originator of the information. Eg. Company
• Message – The content / information / meaning to be passed on to the target audience
• Transmitter – Translating message via a medium. Eg. Print ad copy, TV ad etc
• Signal – Sending of the message to appropriate channel. Eg. OOH, TV etc
• Channels – Promotion tools
• Receiver – Encoding of the message based on knowledge, perceptions, beliefs etc
• Destination – End destination of the message via word of mouth, environment, surrounding, etc
• Noise – Disturbances created by competition, others opinions, beliefs etc
Steps for Effective Communication
1. Target Audience 2. Determine Objectives 3. Design Message 4. Select Channels 5. Establish Budgets 6. Decide on Media Mix7. Measure Results
1. Determine Target Audience • Customer Purchase New triers Lapsers Loyalists
• Mass vs Niche
• Local vs Global
• Highly Involved vs Low involved
2. Determine Objectives • AIDA Theory
Behavior - DO
Cognitive - THINK
Affective - FEEL
• Hierarchy of Effects Model
• Innovation Adoption Model
Behavior - DO
Cognitive - THINK
Affective - FEEL
Awareness
Adoption
Trial
Evaluation
Interest
3. Design Message • Message Content – Rational, Emotional,
Economical
• Message Format – Print, TV, Hoardings etc
• Message Structure – Copy, Order of communications etc
• Message Source – Opinions Leaders, Celebrity, Experts, company etc.
4. Select Channels• Personal – Face to Face, Presentations, Sales
Rep, Social Channels,
• Non Personal – Print Media, Network Media, Broadcast Media, Electronic Media, Display Media etc.
5. Establish Budgets • Affordable Method – What a company can afford
• Percentage of sales – % of total sales revenue
• Competitive parity – Based on competitors budget and spending power
• Objective & Task Method – Define objective & task and allocate budget accordingly
6. Deciding on Communication Mix Important to note – a.Type of Product and Marketb.PLC stagec. Competitiond.Target Group
7. Measure Results*
Advertising Agencies
1. Advertising Agency Structure2. Functions 3. Types4. Features
1st Ad
Structure
Functions
1: Account Handling• Manages the relationship between the Client
and the Agency• Within the Agency – represents interests of
Client• Represents interests of Agency when talking to
the Client• Usually responsible for finding and developing
new business
2: The Creative Department• Creates ideas, concepts and sometimes finished
art for advertising, literature and other marketing materials
• Should represent point of view of the consumer• May liaise with outside suppliers such as
illustrators, photographers, writers, web designers and film producers
3:The Production Department• Ensures that finished artwork is delivered to the
appropriate media by the deadlines• May also source specialist materials and
suppliers e.g. specialist printers and paper• May include a Traffic Department which
progresses jobs through the agency to ensure jobs are completed on schedule
• May include Studio Manager, Mac Operators, Finished Artists etc
4:The Media DepartmentMost agencies today use an outside consultancy
for the media requirements. Three functions need to be addressed.
• Media Research– Identify which media reach your target
audience most effectively• Media Planning
– Planning the best media mix and timings to achieve the client’s marketing objectives
• Media Buying– Getting the best value for money out of the
client’s media budget. Involves considerable negotiating skills
5:The Research DepartmentEither in-house or outsource to market research
agenciesCarry out Quantitative or Qualitative research in
order to establish communication objectivesThey derive inputs from the brief or client
objectives first to determine the need
Types
• Full Service Agency
• Limited Service Agency
• Specialist Agency
• In House Agency
• Interactive Agency
Agencies World Wide
Omnicom Group – John Wren• Omnicom group includes – BBDOs, DDB
Worldwide, TBWA Worldwide, Element 79 Partners, Goodby Silverstein & Partners, Arnell Group, GSD&M, Roberts & Tarlow, Zimmerman Advertising, Merkley & Partners, Martin/Williams, Porter Novelli.
WPP – Sir Martin Sorell• WPP group includes - Grey Global Group,
Ogilvy & Mather Worldwide, Young & RubicamJWT, Hill & Knowlton, Burson-Marsteller, Cohn & Wolfe.
Interpublic Group of Companies Inc.• IPG includes - Campbell Mithun, Campbell-
Ewald, Dailey & Associates, Deutsch Inc., Draftfcb, Hill Holliday, Lowe Worldwide, Mullen Advertising, The Martin Agency, McCann-Erickson.
Publicis Group - Maurice Lévy• Publicis Includes - Bartle Bogle Hegarty (49%
owned), Fallon Worldwide, Leo Burnett Worldwide, Publicis & Hal Riney, Saatchi and Saatchi.
Dentsu Incorporated – Tokyo based Agency
Advertisements
Forms of Ads
• Advocacy• Comparative• Cooperative • Direct-Mail • Informational
• Institutional• Persuasive• Product• Reminder• Specialty• Point-of-Purchase
Types of Ads• Fear• Rational • Emotional• Social • Humor• Ethical• Negative
DAGMAR• Defining Advertising Goals for Measured Advertising Results
• DAGMAR model suggests that the ultimate objective of advertising must carry a consumer through four levels of understanding: from unawareness to Awareness—the consumer must first be aware of a brand or company Comprehension—he or she must have a comprehension of what the product is and its benefits; Conviction—he or she must arrive at the mental disposition or conviction to buys the brand; Action—finally, he or she actually buy that product.
Integrated Marketing Communication
• Strategic process to produce a consistent brand message at each customer touch point.
• Use multiple communication modes to foster awareness of product / services by informing people about features and benefits, and moving them to make a purchase.
• Needed to break clutter, touch consumers every where, create brand image, etc
Alternatives - • Cost• Target Audience • Message
Characteristics • Product
Characteristics • PLC• Company • Objectives
Marketing Communication Process - AKIPIS
• Create Awareness • Provide knowledge • Create impression • Attain preferred position in customer’s mind• Create purchase intention • Make a sale
Communication Vehicle
One Way Two Way Delayed Two Interactive
Personalized
Mass
Media
Direct
Web
Face 2 Face
Communication
Response
IMC -
Thank You