Chapter 01 NZ 2024 V2

Marke&ng Communica&on
Dr. Nesrine ZOUAOUI REJEB

[email protected]
2024- 2025
Plan
Chap 1 : Introduc&on to Marke&ng Communica&on
Chap 2 : Buyer Behavior and How Marke&ng Communica&on work
Chap 3 : Marke&ng Communica&on planning Process
Chap 4 : Adver&sing Compaign Management and Design
Chap 5 : Tradi&onal Media channels and media planning
Chap 6 : Sales promo&ons, Direct Marke&ng, Public rela&ons, Social Media
and Alterna&ve marke&ng
Course materials :
- FilFill,. C; & Turnbull,. S. (2016), MarkeNng communicaNons : discovery, creaNon and conversaNon,
7th ediNon; Pearson.
- Fill,. C; & Turnbull,. S. (2023), MarkeNng communicaNons : fame, influencers and agility, 9th
ediNon; Pearson.
- Clow,. K; & Baack,. D. (2017), Integrated AdverNsing, PromoNon, and MarkeNng CommunicaNons,
8th ediNon, Pearson
- Clow,. K; & Baack,. D. (2022), Integrated AdverNsing, PromoNon, and MarkeNng CommunicaNons,
9th ediNon, Pearson
Chapter 1 - Introduc&on to marke&ng communica&on
1- What is communica&on marke&ng
PromoNon is one of the elements of the markeNng mix and is responsible for
communicaNng the markeNng offer to the target market.
1- What is communica&on marke&ng
The purpose of marketing communications

is to prompt engagement and to promote
conversations with and among audiences.
Through the development and presentation
of relevant messages the aim is to
encourage particular attitudinal, emotional
or behavioural responses.
2- Communica&on process
Linear communica&on process

The influencer model of communica&on

The interac&onal model of communica&on

3- Tasks of marke&ng communica&on
DRIP – the core tasks of marketing

communications
4- The scope of marke&ng communica&onCHAPTER 1 t */530%6$*/(."3,&5*/($0..6/*$"5*0/
Figure 1.3 The scope of marketing communications

Source: From Redefining the nature and format of the marketing communications mix,
4- The scope of marke&ng communica&on
Planned marke&ng communica&ons
- A deliberate and organized approach to conveying
informaNon, messages, or content to a specific audience.
- It incorporates three key elements: tools, media and
content (messages).
4- The scope of marke&ng communica&on
Unplanned marke&ng communica&ons involves messages

that have not been anNcipated
5- Marke&ng communica&on mix
6- Marke&ng communica&on in context
Some of the contexts that shape the way

marketing communications is used
a- Marke&ng communica&on in a customer journey context
The traditional funnel metaphor

Source: Court et al. (2009) used with the kind permission of McKinsey.
This approach was used to portray the

way customers identified a problem, how
they considered a certain set of brands,
and then
their systematic reduction of the number of
feasible solutions until a purchase was
The messy middle of purchase journeys

Source: Based on Rennie and Protheroe (2020).
b- Marke&ng communica&on in an interna&onal context
For organisations operating in international markets

there are a host of economic, cultural, social, legal,
educational, attitudinal and religious differences that
usually need to be considered.
Complexity of creating international or global

campaigns
The decreased level of control that often
accompanies international campaign development
Uncertainty and higher risks associalted with international

compains than home country campains
Culture : The values, beliefs, customs and symbols of

particular societies. Culture provides individuals with
their identity. It influences behaviours and lifestyle.
Marketing communications needs to ensure that
culture
is respected
Campaigns are often adapted to meet the local market
needs to ensure the imagery and language adhere to
cultural norms.
Standardisation : adopting a uniform approach to
marketing communications.
Adaptation : Adapting messages to meet the needs
of local markets.
Adaptation considers the different cultural
environment of each local market.
The theory of Global Consumer Culture Theory (GCCT)

argues that the globalisation of markets has led to the
emergence of a global consumer culture, with
consumers who share similar beliefs and consumption
values.
Social media have a tremendous impact on advertising

and communication in an international context.
The numbers of people who are active monthly users of

Facebook alone equate to the emergence of a new
nation, the ‘Facebook Nation’
it provides an immediate reflection of what is happening
to brands across markets.
c- Marke&ng communica&on in a technological context
Benefits of using contemporary

technologies within marketing
communications
d- Marke&ng communica&on in an ethical context
Ethics is the study of morality, and it involves those

practices and activities that are importantly right and wrong
(De George, 1999).
Genuinely ethical brands need to distinguish and

differentiate themselves from competitors to ensure that
they deliver both the functional and the symbolic needs of
customers.
This requires an understanding of their customers’ values
and then communicating appropriately
Brands need to be aware that there are various issues
associated with the use of marketing communications,
some of which can impact ethical standards.
d- Marke&ng communica&on in an ethical context
Areas of ethical concern in marketing

communications
The Components of PromoNon

• Emphasis on accountability and measurable results

• Explosion of the digital arena
• IntegraNon of media plaborms
• Shic in channel power
• Increase in global compeNNon
• Increase in brand parity
• Emphasis on customer engagement
• Ethical consideraNons
The end
g25me3x

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Marke&ng Communica&on

Dr. Nesrine ZOUAOUI REJEB

The purpose of marketing communications

Linear communica&on process

The inﬂuencer model of communica&on

The interac&onal model of communica&on

DRIP – the core tasks of marketing

Figure 1.3 The scope of marketing communications

Unplanned marke&ng communica&ons involves messages

Some of the contexts that shape the way

The traditional funnel metaphor

This approach was used to portray the

The messy middle of purchase journeys

For organisations operating in international markets

Complexity of creating international or global

Uncertainty and higher risks associalted with international

Culture : The values, beliefs, customs and symbols of

The theory of Global Consumer Culture Theory (GCCT)

Social media have a tremendous impact on advertising

The numbers of people who are active monthly users of

Benefits of using contemporary

Ethics is the study of morality, and it involves those

Genuinely ethical brands need to distinguish and

Areas of ethical concern in marketing

The Components of PromoNon

• Emphasis on accountability and measurable results

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