MKTG 2030 Chapter 8: Chapter 8 – Marketing Communication Strategies

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29 Mar 2017
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Chapter 8 – Marketing Communication Strategies
Old and New of Marketing Communications
Customers are not the only targets --> suppliers, media, society, employees
Customers want messages that are targeted at them --> will not respond to messages
that are targeted to the mass audience
Customers have the power to create and distribute content
Integrated marketing communications (IMC) - a framework to effectively integrate
different marketing communications tools to achieve strategic objectives
o 2 premises:
Customers become progressively more involved with the brand
Different tools have different uses
Be designed to build long-term brand health, not short term gains
Measure ROI of communication expenditures by using the right metrics
Creating Value
Product –core/potential, functional and augmented
Value you create is benefit of product and solving customer’s problem
Price
Value is the exchange of money for the product benefit, and feel good about it –
heavely dependant on the product, and the channel you get it from (Rabba milk will be
more $$$ than Walmart)
Channel
Value is physically connecting product, price and communication with consumers and
the benefit
Communication
Value is information for awareness and making the purchase decision
How to Communication Anything
Message
Understand your customer
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What do they need to know?
What do they want to know?
What will touch the emotional benefit they seek?
What will influence their purchase?
Who do they trust to deliver the message? The actual company/manufacturer, or a third
party (ie. Reviews, testimonials)?
Convert your brand positioning into communication messages
o MR. CLEAN
o - Encoding: clean and get funcky
o - Message: use the one product to clean the whole house; always been regulated
to cleaning the floor
o AIRPODS
o Encoding: its magic, you’re transported to another world, you become invisible
o Message: the new is better than the old, simplicity
o CAPTAIN MORGAN – avoid the wedding, cant pay the bill
o Encoding: its okay to lie to go fro a drink
o Messaging: comradery AND it gives you the ball to do what needs to be done
Encode the Message
Encoding - "packaging" a message using such means as a brochure, advertisement
Deliver the message using the right channel
Need to use the right channel to get the message across
Get Feedback
Use market research, sales reports, employee feedback, media reports
Learn from your mistake
Message and Channel
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