10. Marketing

CommunicationStrategies

A Shifting Mix of Traditional and New Media

• Burger King’s subservient chicken

• Have it your way.• Viral Marketing

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Whopper Freakout Commercial

outline

Changes in Communication Environment

Communication process

Develop effective 

Communication

Design the Message

Establish the Communication 

Mix

Examples of marketing strategy

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Markets are more fragmented;Consumer viewing habits become more

diverse and media are more fragmented; The growth of targeted media vehicles. Marketers use less mass media and more targeted media.

The improvements in the quality and quantity of consumer information due to information technology;

Changes in Communication Environment

Environmental Trends and Change in Promotion Strategies

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• The growth and development of data mining. Target consumer through various direct‐marketing methods.

• More intensive price competition and the increase in retailers’ power (consolidation and scanner data). Shift the promotion focus from advertising to sales promotion.

Changes in Communication Environment

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More Developments1

1Neff, Jack (2005), Advertising age, July 11, 2005.

P&G shuttered its Reflect.com customized beauty site.

The Internet seems to reemerge as a credible ad medium.

Unilever tripled its online spending to $17.6 (3% of media budget) million.

The Internet evolves into a mass medium (in addition to a tool for relationship marketing), at least for male‐oriented‐product launches.

Changes in Communication Environment

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The New Marketing Communication Landscape

• Consumers are better informed• More communications enpowered• Less mass marketing• Changing communications technology

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Less broadcasting and more narrowcastingAdvertisers are shifting budgets away from network television to more targeted cost‐effective, interactive, and engaging media

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Changes in Communication Environment

New Communication Model

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Content Marketing

• Creating, Inspiring, and sharing brand messages and conversations with and among consumers across a fluid mix of paid, owned, earned and shared channels.

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Blurring the line between Advertising, social media and entertainment

Rovio used only online video campaign.

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Red Bull Gives you Wings

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Changes in Communication Environment

Marketing Communications Mix

Advertising Sales Promotion Public Relations and Publicity Personal Selling Direct and Interactive Marketing

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Integrated Marketing Communications

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The integration by the company of its communication channels to deliver a clear, consistent, and compelling message about the organization and its brands

Irwin/McGraw-Hill ?The McGraw-Hill Companies, Inc., 1998

The Communication Process

Source Transmits Message via Medium

Receiver Provides Feedback to Source

ReceivesDecodesMessage

SourceEncodesMessage

Communication process

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Effective Communication(Fiske & Hartley)• Source: powerful or influential; with expertise or high likability

• Message: consistent with audience’s beliefs• Peripheral issues• Social context

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Develop effective Communication

Figure 19.2: Steps in Developing Effective Communication

Develop effective CommunicationShan-Yu Chou 16

Develop effective Communication

Developing Effective Communications• Identifying the Target Audience 

• Image Analysis• Determining the Communication Objectives

• Three kinds of responses from the target  audience:

• 認知Cognitive (learn)• 情感Affective (feel)• 行為Behavioral (do)

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Image analysis‐Familiarity scale‐Favorability scale

Never Heard of

Heard of Only

Know a Little Bit

Know a Fair Amount

Know Very Well

Very Unfavorable

Somewhat Unfavorable

Indifferent Somewhat Favorable

Very favorable

Develop effective Communication

Identify the Target Audience

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Figure 19.3: Familiarity-Favorability Analysis

Develop effective Communication

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Irwin/McGraw-Hill ?The McGraw-Hill Companies, Inc., 1998

Some Strategic Goals of Marketing Communications

Slide17-1Table17.1

Strategic Goal

Create awareness

Build positive images

Build channel relationships

Description

Inform markets about products, brands, stores or organizations.

Develop positive evaluations in people　 minds about products, brands, stores or organizations.

Identify prospects Find out the names, addresses and possible needs of potential buyers.

Increase cooperation among channel members.

Create value for customers, satisfy their wants and needs, and earn their loyalty.

Retain customers

Develop effective Communication

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"Hierarchy-of-Effects" Model

• Awareness• Knowledge• Liking• Preference• Conviction• Purchase

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Develop effective Communication

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訊息決策Design the Message• Content

• Structure

• Source

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Design the Message

Irwin/McGraw-Hill The McGraw-Hill Companies, Inc., 1998

The AIDA Model

Slide17-3Figure17.2

Action DesireInterestAttention

MarketingCommunications

Design the Message

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Message Content

• Rational Appeals

• Emotional Appeals- Positive or negative?

• Moral Appeals

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Design the Message

Conclusion‐drawing or not?

One‐sided or two‐sided?

The order of arguments presented

Design the Message

Message Structure

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Communication Channels

•Personal• advocate channels• Social channels• Expert channels

• Nonpersonal• Media• Events• Atmospheres

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Design the Message

Buzz Marketing

• Cultivating opinion leaders and get them to spread information about a product in their communities.

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Design the Message

Establishing the Promotion Mix

• 廣告 (Advertising)• 促銷 (Sales Promotion)• 公共關係與宣傳報導(Public Relations and Publicity )• 人員推銷 (Personal Selling)

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Establish the Communication 

Mix

Irwin/McGraw-Hill The McGraw-Hill Companies, Inc., 1998

COMPARING THE ELEMENTSOF THE COMMUNICATIONS MIX

Slide17-5

Varies

Message can be Customized for each Customer

Considered an Unbiased Source

Long Term, Ongoing Activity

Marketer Control Over Message

Communications Mode

Short Term FocusCost per Contact

PersonalSelling

SalesPromotion

Advertising Publicity

Two-Way One-WayOne-Way One-Way

LowHigh No Direct Cost

Yes NoYes No

No NoNo Yes

Yes NoNo No

No YesNo No

High VariesLow No Direct Cost

Medium-High HighHigh Low

Establish the Communication 

Mix

Overall Cost

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Communication Mix:Factors to consider:• 產品類型(Type of Product)

• 推式或拉式策略(Push vs. Pull strategy)

• 購買準備階段(Buyer readiness stage)

• 產品生命週期階段(Product Life Cycle)

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Establish the Communication 

Mix

Irwin/McGraw-Hill The McGraw-Hill Companies, Inc., 1998

Two Marketing Communications Approaches

Figure17.3

End Users ResellersProducer MarketingCommunications

MarketingCommunications

Push Strategy

Resellers End Users Request Products

Request Products

Producer

Marketing CommunicationsPull Strategy

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Are Consumer Goods Companies Too Pushy?

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The promotion expenditures in 2007:Trade promotion (60%),  7% in 6 years; Consumer promotion (14%) Advertising (26%), down from 42% twenty years ago

Integrating the Promotion Mix

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Let’s Show the World What Makes Us Different

28Example of 

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Example: Unilever

• Digital Marketer of the year (2008, advertising age) • Integrating digital with traditional media Suave’s “in the motherhood”Dove’s “Evolution”

• Cross Media Divide• Superdistribution

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Digital Strategies2

• Broadcast commercial messages and seek customer feedback in order to facilitate marketing and sell goods and services.

#Examples• Advertising on Facebook• Company fan pages on Facebook

2Piskorski, Mikotaj Jan (2011), “Social Strategies that work,” Harvard Business Review, 89, 11, 116‐122.

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SUCCESSFUL SOCIAL STRATEGIES2

1. Reduce costs or increase customers’ willingness to pay,

2. by helping people establish or strengthen relationships,

3. if they do free work on the company’s behalf.

2Piskorski, Mikotaj Jan (2011), “Social Strategies that work,” Harvard Business Review, 89, 11, 116‐122.

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FOUR WAYS TO PURSUE SOCIAL STRATEGIES2

Reduce costs Increase Willingness to Pay

Establish Relationships

Yelp’s Elite Yelpers American ExpressOpen credit card

Strengthen Relationships

Zynga’s Social games eBay Group Gifts

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2Piskorski, Mikotaj Jan (2011), “Social Strategies that work,” Harvard Business Review, 89, 11, 116-122.

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