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why marketers communicate with their publics. Explain how marketing communication can add value for an organisation and for its customers.

COMM5010
Week 9
Marketing
Communications
Today’s Agenda
 What is Marketing Communications?
 Why is it important?
 Developing Marketing Communications strategy
 Objectives
 Strategic options
 Evaluation
 Next Week
The role of Marcomms
Marketing communications is the means by which firms
attempt to inform, persuade, and remind a defined
audience about the products and brands that they sell,
to affect attitudes or behaviour.
Marketing communications
• Marketing communications represents all the elements
of the marketing mix that:
• facilitate exchanges by targeting the brand to a group of
customers
• positioning it as distinct from competitive brands to offer
‘uniqueness’.
• share the brand’s meaning with its target audience.
Marketing is communication
and communication is marketing
Marketing stakeholders
Customers
Distributors
Shareholders
Focal
Organisation
Managers
Suppliers
Employees
Adapted from Hooley, G., Nicoulaud, B., Rudd, J., & Lee, N. 2020
Marketing stakeholders
General administration
Human resource management
Technology development
Procurement
(Porter 1985)
The role of Marcomms
• Great customer experience (CX) relies on engaged, committed
•
and well-trained employees
Internal marketing is about communicating the internal brand
experience
“Every business has at least three target audiences:
customers, prospects and employees.” — Forbes
Internal marketing
Customer
centric focus
Why learn about Marcomms?
• Customers cannot purchase and use products they do
not know about.
• Includes psychological and communication theory
applied to real-life situations.
• Requires creativity in defining target markets, setting
communication objectives and devising message
strategies
• Become a better-informed consumer
The value of Marcomms
Total media ad spending
worldwide will grow by 15%
this year to reach US$747.67
billion.
Top Media Advertisers (Australia 2019, 2020)
Source: Nielsen
Share of global ad spend by media, 2019-22 (%)
2019a
2020f
2021f
2022f
60
50
40
30
20
10
0
Television
Newspapers
Magazines
Radio
Cinema
Out-Of-Home
Digital
Australian Advertising Spend by Media
PwC
External influences on Marcomms Strategy
• PESTLE factors
• Local, regional, global
• Particularly:
• sociocultural elements
• technology
• Competitor activities
Objectives
Promotion
mix
strategic
options
Evaluation
Implement
ation
Marketing
Communications
Strategy
Message
strategy
Media
strategy
Budgeting
Evaluation
strategy
(Analytics)
1. Objectives
• What are you trying to accomplish with the promotions?
• e.g. AIDA model
• Influenced by:
• STP strategies
• Branding strategies
• External factors
1. Objectives – Examples
•
•
•
•
Increase sales by 15% among 18-24yo men in Sydney within 12
months
We want to increase our market share from 20 to 30% for Product A within 2
years
To reach 4,000 downloads of our e-book “ABC” through Facebook advertising
by the end of November 2021.
To improve the average customer satisfaction of
our website by 15% (measured through marketing
research surveys before and after redesign) by the end of
the second half of 2021.
Q
If my objective states:
Gain x number of Likes on our
Facebook posts within 2 months
Which AIDA goal am I trying to
achieve?
2. Strategic options
•
•
•
•
•
Advertising
Sales promotion
Events
Public relations
Personal selling
• Direct marketing
• Interactive marketing
• Word-of-mouth
marketing
Cost-Effectiveness of Three Different
Communication Tools
3. Message Strategy
What type of appeal to use and how to structure the
messages
• Emotional appeal
• Unique Selling Proposition
• Brand Image appeal
• Comparative appeal
• Category generic appeal
• Pre-emptive appeal
4. Media Strategy
• Systematic plan to use limited resources creatively and
•
effectively
Research target segments
•
•
•
Geographic location
Demographics (e.g. income, education)
Behavioural (esp. media consumption patterns)
• Includes media category, media vehicle, timing, integration
Compare/Contrast
Marcomm strategies
• Advertising
• Public Relations
• Personal Selling
• Sales Promotion
• …
Media categories Media vehicles
• Survivor
• TV
• Triple M
• Radio
• SMH
• Print
• Route 891 bus
• Outdoor
• Huffington Post
• Digital
Deloitte Australia Media Consumer
Survey 2020
Deloitte Australia Media Consumer
Survey 2020
5. Evaluation Strategy
•
•
•
•
Creative development research
Creative pre-testing
Campaign milestones
Post campaign evaluation, e.g.
•
•
•
•
Recall
Brand linkage
Message take out
Response
6. Budgeting for Marcomms
Companies decide on the promotion budget in four common ways:
1. the affordable method
2. percentage-of-sales method
3. competitive-parity method
4. the objective-and-task method
7. Implementation Plan
Tactics used to achieve objectives
• Marcomms mix tactics
• Relationship management tactics (CRM)
• Information-gathering tactics
8. Evaluating Marcomms
• There is an increasing company demand for accountability.
• MROI
• Evaluation involves:
• measuring results, not outputs
• behavioural impact
• communication outcomes
• providing feedback
Measure against
• taking corrective action.
SMART objectives
Marketing campaign analysis
www.smartinsights.com
Advantages of Campaign Analysis
• Understand what elements of the campaign worked well/ not
•
•
•
•
so well
Learn how the target audience responded to the campaign
Review the ultimate effectiveness of the campaign versus
objectives
Discuss the campaign with key stakeholders
Provide valuable learnings for future campaigns
www.smartinsights.com
Marcomms for the Future
• Technology
• Martech – AI, VR, AR, …
• Personalisation
• Interaction
• One to one marketing
33
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Complete the survey and shape the
future of your education at UNSW.
myexperience.unsw.edu.au
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Next Week
Lecture
• Future of Work – reprise
Workshop
• Negotiating your future
Assessments
•
Organisational Challenge Individual case study Executive
Summary and infographic
due by Friday 15 April, 1pm via Turnitin

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