1
Communication Planning
• Who is our target audience?
• What do we need to communicate and achieve?
• How should we communicate this?
• Where should we communicate this?
• When do communications need to take place?
2
Another Model
• Market
• Mission
• Message
• Media
• Money
• Measurement
Source: HBS 9-599-087
3
Integrated Marketing Communications Strategy
• Ties together and reinforces all communications to deliver a strong brand identity
• Communications in different media should form part of a single, overall message about the service firm
4
Marketing Communications Mix (1 of 2)
Key: * Denotes communications originating from outside the organization
Word-of-mouth(other customers)
Personal communications
Selling
Customer service
Training
Advertising
Broadcast, podcasts
Internet
Outdoor
Direct mail
Sales promotion
Sampling
Coupons
Sign-up rebates
Gifts
Prizepromotions
Telemarketing
Word of mouth
*
5
Key: * Denotes communications originating from outside the organization
Publicity &public relations
Pressreleases/kits
Websites
Manuals
Brochures
Interactive software
Voice mail
Signage
Interior decor
Vehicles
Equipment
Stationery
UniformsMedia-initiated
coverage*
Pressconferences
Sponsorship
Special Events
Trade Shows,exhibitions
Instructionalmanuals Corporate design
Marketing Communications Mix (2 of 2)
6
Sources of Communication
From the organization itself– Employees– Marketing channels
From outside the organization– Word of mouth– Blogs, social media– Ratings and reviews– Media
7
Hierarchy of Effects
Unaware Awareness Knowledge
Liking Preference Conviction
Purchase
Source: HBS 9-599-087
Mastercard Example:
8
In 1997:
•Ranked #3, behind American Express and Visa
•Every country running its own campaign
•“Needed a new enduring campaign to energize consumers and member banks”
-Elisa Romm, VP of US advertising
Source: Contemporary Advertising and Integrated Marketing Communications. McGraw-Hill 2011 andhttp://www.allaboutbranding.com/index.lasso?article=418
9
McCann Erickson’s Research
American Express: •Personality: “Membership,” “The Business Life,” and “The Charge Card.”•Descriptors: “Professional,” “Worldly,” and “Responsible.” Visa:•Personality: “Everywhere,” “The High Life,” and “The Credit Card.”•Descriptors: “Sociable,” “Stylish,” and “On-the-Go.” Mastercard:•Personality: “Everyday,” “Ordinary Life,” and “Generic.”•Descriptors: “Unassuming,” “Unpretentious,” and “Practical.”
Source: Contemporary Advertising and Integrated Marketing Communications. McGraw-Hill 2011
10Source: Contemporary Advertising and Integrated Marketing Communications. McGraw-Hill 2011
McCann Erikson’s Research
11Source: Contemporary Advertising and Integrated Marketing Communications. McGraw-Hill 2011
McCann Erickson’s Research
The idea
“Good Spenders”
“The Best Way to Pay for Everything That Matters”
“There are some things that money can’t buy. For everything else, there’s Mastercard.”
12Source: Contemporary Advertising and Integrated Marketing Communications. McGraw-Hill 2011
13
Mastercard: Priceless Print Ads
14
Mastercard: Priceless Print Ads
15
Mastercard: Priceless iPhone App
16
Mastercard: Priceless Social Media
17
Mastercard: Priceless New York & London
Emotional appeals in advertising:
• More easily cut through the “clutter”
• Require less concentration
• More vivid and better remembered
• Lead to less counterarguments and less resistance
• Lead more immediately to action
18Source: Tellis, Gerard. Effective Advertising, 2003.