Scribd
Upload
10 views

Chapter 9

Chapter 9 discusses the importance of communication strategy in marketing, outlining key components such as setting objectives, identifying target audiences, and selecting appropriate channels. It emphasizes the need for a cohesive approach through Integrated Marketing Communications (IMC) to ensure consistent messaging across various platforms. Additionally, the chapter covers the tools used in marketing communications, including advertising, public relations, and personal selling.

Uploaded by

2354010419thu
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
10 views

Chapter 9

Chapter 9 discusses the importance of communication strategy in marketing, outlining key components such as setting objectives, identifying target audiences, and selecting appropriate channels. It emphasizes the need for a cohesive approach through Integrated Marketing Communications (IMC) to ensure consistent messaging across various platforms. Additionally, the chapter covers the tools used in marketing communications, including advertising, public relations, and personal selling.

Uploaded by

2354010419thu
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 10

Chapter 9

Communication Strategy
Prepared by
Bùi Ngọc Tuấn Anh (PhD)

Content
• The role of marketing communications
• The communication process
• Setting communication objectives
• Identifying the target audience and crafting the communication
message
• Selecting communication channels
• Developing the creative approach
• Measuring communication effectiveness
• The marketing communications mix
• Integrated marketing communications (IMC)

1
The role of marketing communications

• Marketing communication is the means by which firms


attempt to inform, persuade, and remind consumers—
directly or indirectly—about the products and brands they
sell.
• It serves as the voice of the company and its brands and
is a way to build relationships with consumers.

The Communication process

• The macromodel articulates the interaction between the


sender (company) and the receiver (consumer) of the
communication message. It includes 9 key elements:

Response

2
The Communication process
• Micromodel: This model focuses on how a recipient responds to
communication. It outlines the stages a consumer passes through
when making a purchasing decision.

Setting communication objectives

• Focus of communications
– objectives should focus on whether they aim to create
awareness, build preferences, or incite action.
• Budget
– Determining the communication budget involves considering
factors like reach, competitive communication, and available
resources.

3
Setting communication objectives

• Benchmarks
– communication objectives must have clearly defined
quantitative and temporal benchmarks. For example:
– "Create awareness among 40 percent of Millennial consumers
before the movie premiere".
– "Increase the number of consumers who believe that
toothpaste Brand X has superior whitening power from 10
percent to 40 percent in one year".

Identifying the Target audience

• The communication process must start with a clear target


audience in mind, which can include potential buyers,
current users, deciders, and influencers.

4
Crafting the Communication message

• Message strategy
– Developing an effective message strategy begins with
identifying customer benefits that can be used as content
appeals.
– Ideally, the message strategy will follow directly from the
company’s broader positioning and customer value-creation
strategies.

Selecting communication channels

• Types: channels can be personal or nonpersonal.


– Personal communication channels
• These allow two or more persons to communicate face-to-face, by
phone, mail, or email.
• They include direct marketing, personal selling, and word of mouth.
• They can be further distinguished as advocate, expert, and social
channels.
– Nonpersonal communication channels
• These include media, sales promotions, events and experiences, and
public relations.

5
Selecting communication channels

• Channel integration
– Companies are using a range of touch points to communicate
including online clubs and consumer communities, trade
shows, event marketing, sponsorship, and factory visits.
• Media mix
– A company should develop an integrated marketing
communications campaign that spans different media to
communicate its value proposition effectively.

Developing the creative approach

• Creative execution
– The impact of a company’s communication depends not only
on what it says but how it says it.
• Message appeal
– The message should appeal to the target audience.

6
Measuring communication effectiveness

• Supply side
– Measuring communication effectiveness aims to assess the
media coverage.
• Demand side
– Measures focus on the impact on the target audience, such as
if they recognize or recall the communication.

The marketing communications mix


• The specific blend of advertising, public relations, personal selling, and sales
promotion tools that the company uses to engage consumers, persuasively
communicate customer value, and build customer relationships.

7
Tools

• Advertising: Any paid form of nonpersonal presentation


and promotion of ideas, goods, or services by an
identified sponsor.
– Includes television, print, radio, online and place advertising.
• Sales promotion: short-term incentives to encourage the
purchase or sale of a product or service.
– Can include coupons, contests, discounts, and premiums.

Tools

• Personal selling
– Personal presentations by the firm’s sales force for the purpose
of making sales and building customer relationships.
– Can include sales presentations, trade shows, and incentive
programs.
• Public relations (PR)
– Activities designed to engage the company’s various publics
and build good relations with them.
– Includes press releases, sponsorships, and community events.

8
Tools

• Direct marketing
– Using direct mail, email, telemarketing, and other methods to
communicate directly with customers.
• Online and social media marketing
– Utilizing websites, search ads, display ads, email, social media
platforms and mobile marketing.
• Mobile marketing
– Communicating with customers through text messages,
software apps, and mobile ads.

Tools

• Events and experiences


– Creating brand-building events and experiences to engage
customers.
• Word-of-mouth (WOM)
– Engaging customers to speak positively about products and
brands.

9
Integrated Marketing Communications (IMC)

• IMC is defined as a planning process that ensures all


brand contacts received by a customer or prospect are
relevant and consistent over time.
• It involves carefully integrating and coordinating a
company's communication channels to deliver a unified
message about the organization and its offerings.
• IMC helps companies deliver a consistent message
across all channels and ensures that they reach the right
customers with the right message at the right time and in
the right place.

Integrated Marketing Communications (IMC)

• Levels of IMC: IMC can occur on four distinct levels:


horizontal, vertical, internal, and external.

10

You might also like