10031.Unit 2marketing Communication

8/11/2019 10031.Unit 2marketing Communication

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MARKETING COMMUNICATIONS

STRATEGY

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Content

1 MARKETING COMMUNICATION STRATEGY 3

The Marketing and Importance of Marketing Communication 3

The Marketing Mix 16

Integrated Marketing Communication 20

2 A THEORETICAL UNDERSTANDING OF MARKETING COMMUNICATIONS 24

Communication Theory 24

Types of Buying ituation 32

The Inter!ening !aria"#es 3$

3 MANAGING THE MARKETING 39

%!a#uating Marketing Communications &cti!ities 3'

e#ecting The Message ource 64

(roduct )ife*cyc#e tage $3

4 SUCCESSFUL MARKETING STRATEGIES 74

(roducts and er!ices for Consumers $4

5 INTERNATIONAL MARKETING COMMUNICATION 82

+#o"a# (erspecti!e ,2

(ersona# e##ing and a#es Management ,'

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!IDER ISSUE OF MARKETING COMMUNICATION 98

)ega# Constraints ',

Cu#tura# -i!ersity 100

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Module 13 Marketing Communications Strategy 1 Marketing Communication

Strategy

T"e Me#n$n% #n& I'(o)t#n*e o+ M#),et$n% Co''-n$*#t$on.

Marketing depends hea!i#y on an effecti!e communication f#o. "et.een the company and the

consumer/ Manufacturing a product and making it a!ai#a"#e on the market is on#y a part of the

company o"/ It is eua##y important or perhaps more important to make it kno.n to the consumer

that the product is a!ai#a"#e in the market/ In a competiti!e market .here se!era# firms are stri!ing

to .in o!er consumers it is not enough if the a!ai#a"i#ity of a product on#y is made kno.n to

consumers/ It is a#so essentia# to propagate the distincti!e features of the product/ The process does

not end here either/ The firm shou#d a#so get feed"ack on ho. the consumers accept its products

through an effecti!e continuous and t.o*.ay f#o. of information "et.een the firm and the

consumer/

&ccording to the traditiona# !ie. he#d "y marketing men the promotion mix consisting of persona#

se##ing ad!ertising sa#es promotion and pu"#icity is the on#y instrument a!ai#a"#e for

communicating .ith the consumer/ Marketing #iterature a#so adopted same approach and descri"ed

the promotion mix as the so#e instrument of marketing communications/ This approach has

ho.e!er undergone significant changes o!er the years/ Today "esides the promotion mix other

entities #ike product price and p#ace are a#so !ie.ed as components of marketing communications/

In other .ords a## the four (s of marketing are considered as components of the communications

mix of the firm/

The firm attempts to communicate .ith the consumer through ua#ity products co#orfu# packages

.ritten messages pictures and sym"o#s attracti!e sho.rooms and efficient sa#esmen/ 5hen these

!arious stimu#i are recei!ed and interpreted "y the consumer marketing communication takes p#ace/

The communication a#so in!o#!es feed"ack from the consumer to the company on ho. the tota#

product offering of the company is recei!ed "y the market/

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1 M#),et$n% Co''-n$*#t$on St)#te%/


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De+$n$t$on o+ M#),et$n% Co''-n$*#t$on.

o marketing communications can "e defined as the phenomenon of presenting a set of messages to

a target market through mu#tip#e cues and media .ith the intention of creating a fa!ora"#e response

from the market to.ards the companys tota# product offering simu#taneous#y pro!iding for market

feed"ack for impro!ing and modifying the companys tota# product offering/

This means that the firm is a sender of market messages and recei!er of market responses/ In its ro#e

as a sender of messages the firm communicates .ith the market not on#y through promotiona#

stimu#i "ut a#so through product price and p#ace or point of sa#e/ In its ro#e as a recei!er of market

responses the firm co##ects information through market research and marketing information systems/

nder marketing communications .e sha## confine our discussions to the communication f#o. from

the firm to the consumer/

Marketing communication in effect .orks as indicated "e#o.7

(roduct communicates

(rice communicates

(#ace 8point of sa#e9 communicates

(romotion communicates

M#),et$n% Co''-n$*#t$on T")o-%" 0)o&-*t C-e.

The product is a carrier of certain messages : product messages/ It con!eys certain meanings

through its co#our its shape and si;e its physica# materia#s its package its #a"e#s and its "rand

name/ & product is no more !ie.ed as a mere non*#i!ing o"ect/ 5hether it is a toi#et soap or a

toothpaste a toy or an aftersha!e #otion a "ott#e of "eer or a pair of shoes : it is not !ie.ed "y the

consumer as a mere o"ect/ Consumers attri"ute meaning and significance to a product in turn

proects a persona#ity of its o.n/ & purchase is the resu#t of these t.o processes/ It is this image or

tota# persona#ity f the product that communicates .ith the consumer/


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# these factors are sources of product cues or product messages to the consumer/ They

communicate something a"out the product through carrying certain impressions/ )et us see ho.

different constituent e#ements of a product function as communicators/

The physica# features the materia# the si;e shape design the finish etc of the product

The "rand name=company nameThe package its co#our si;e design and #a"e#ing

# these factors are sources of product cues or product messages to the consumer/ They

communicate something a"out the product through carrying certain impressions/ )et us see ho.

these different constituent e#ements of a product function as communicators/

0"/.$*# Fe#t-)e. o+ t"e 0)o&-*t Co''-n$*#te

To "egin .ith the product communicates through its physica# features/ Its materia# its design co#our

shape and oduor finish : a## these features con!ey something to the "uyer/ (ink co#our o!a# shape

asmine scent si#ky fee# pocket si;e feathery touch : they are a## product features .ith great

communicati!e and conseuent persuasi!e !a#ue/

The communication can "e !isua# through sight it can "e tacti#e through touching and fee#ing the

product or it can "e through performance through seeing the product functioning/ -epending upon

the nature of the product the different communication routes : !isua# communication tacti#e

communication and performance communication : take precedence/ In many cases a## these

communication routes operate on the consumer eua##y strong#y/ 5hen a .oman "uys a sari !isua#

communication takes p#ace first/ The co#or the design and the materia# impress her/ he then

touches it fee#s it examines it c#ose#y a tacti#e communication takes p#ace/ Tacti#e communication is

not confined to products #ike saris/ %!en in the case of non*aesthetic products or ferti#i;ers norma##y

pushes his hand deep into the "ag to fee# the product/ (erformance communication "ecomes

important in certain products/ & person "uying a cost#y toy examines its performance in the shop

itse#f/ More than !isua# and tacti#e communication here the product has to communicate its a"i#ity

to perform/ In high*priced dura"#es performance is an important communication cue/

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T"e 0#*,#%e Co''-n$*#te.

The ro#e of package in the de!e#opment of the product persona#ity is in managing the product/ It

sho.s ho. the package takes up the ro#e of a si#ent sa#esman in the she#f=counter of the retai# shop/

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>or packaged consumer products as a group the package has e!o#!ed as a po.erfu# communication

too#/ It communicates a #ot/ The package pro!ides the first appea#? to the consumer/ The actua#

product comes on#y #ater/ The package is there to "e seen and fe#t/ Its co#our its shape and si;e its

#a"e#s and #ettering the "rand name the materia# used : they a## carry some communication cues/

T"e Coo-). on t"e 0#*,#%e Co''-n$*#te

Co#our has great communicati!e significance/ There are co#ours there are du## co#ours there are

soothing co#ours and there are in!iting co#ours/ There are co#ours e!oking appetite and co#ours

in!iting s#eep/ There are co#ours associated .ith prosperity and co#ours associated .ith #o!e and

romance/ There is the co#our of .ar and aggression and the co#our of peace/ There are co#ours

associated .ith festi!a#s and co#ours associated .ith mourning/ @ace effects co#our preferences/

C#imate affects co#our preferences/ A"!ious#y co#our has a great communicati!e significance in

packaging/ It is a source of emotiona# enoyment to most peop#e/ Co#our psycho#ogy and #earned

responses to co#ours can "e uti#i;ed to great effect in packaging and ad!ertising/ The right co#our or

the right com"ination of co#ours on the package can "oost the communicati!e appea# of the package/

Business firms ha!e paid a great dea# of money to psycho#ogists and research institutions to disco!er

the co#ours and co#our pattern that .i## inf#uence peop#e in their purchases/ It is not "y accident that

a #arge num"er of packages disp#ayed on the she#!es of any store are of shades of red and ye##o./

@esearch has sho.n that red and ye##o. arrest the eyes and attention/ These co#ours a#so make the

package #ook a #itt#e "igger than .hat it rea##y is/ @ed is a#so associated .ith !ita#ity po.er and an

urge to .in/ Manufacturers of cigarettes and soft drinks are extensi!e users of red in .rappings/ B#ue

is deemed to con!ey peace contentment and security/ &nd "#ue co#or is .ide#y used "y "anks and

manufacturers of cars in their sym"o#s=#ogos/ &nd as a genera# ru#e chi#dren are found to prefer

"right co#ours and adu#ts su"dued co#ours/

The co#ours on the package communicate instant#y/ & cake of soap in a #ight "#ue package may

capture the attention of a cu#tured young #ady a toy in a "right red package may attract a young "oy

a fro;en food in #ight orange packing may attract a midd#e aged house.ife choco#ates in a #ight "#ue

and pink package may attract a gir# in #o!e a "ook co!ered in su"dued ye##o. and "ro.n may attract

an inte##ectua#/ o the co#our p#an of the package can ha!e te##ing communicati!e effect/ The right

co#our scheme .i## communicate the nature of the contents it .i## capture the attention of

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consumers it .i## ref#ect the neatness and e#egance of the product inside it .i## faci#itate easy

reading of the instructions and in effect it does the initia# se##ing through these communicati!e cues/

0#*,#%e De.$%n

ust #ike the co#our of the package its si;e shape and design too ha!e a communicati!e ro#e/ & goodpackage design is eye*catching and is not a strain for the consumer .ho #ooks at it and examines it/

& "ad package design can harm the tota# product message/ The product might "e a ua#ity product

"ut it may not get accepted in the market if the package design does not succeed in e!oking a

fa!oura"#e response/ (ackage design and co#our ha!e to "#end rhythmica##y to make the package

communication effecti!e/ (ictures #a"e#s and other i##ustrations on the package increase its

communicati!e !a#ue/

T"e )#n& N#'e Co''-n$*#te.

Brand name as a component of the tota# product has a great communication !a#ue/ o .oman asks

for ust facia# make*up she asks for ponds or )akme/ he does not ask for shampoo she asks for

Da#o unsi#k Tiara or +#eem/ >or the uti#ity ang#e any of these products may ser!e the purpose/

But a "uyer identifies products and distinguishes one from the other through the "rand name/ &nd

this is the main function intended of a "rand name : to distinguish the companys product from its

competitors products/ &n imaginati!e "rand name communicates .ith prospecti!e "uyers "y

e!oking positi!e meanings and associations in their minds/ Da#o or (onds -reamf#o.er unsi#k or

signa# &nge#face or +#eem +odre or .an : they a## con!ey a message to the "uyer/ & good "rand

name shou#d "e a"#e to suggest to the "uyer .hat type of product it is products through a

successfu# "rand strategy psycho#ogica# product differentiation can "e created/ Euite often the

"rand names are supported "y s#ogans .hich can "e easi#y remem"ered or .hich ha!e great

reminder !a#ue in the market/ In the Indian market )ife"uoy #ux !ima# nirma and c#ose*up are

examp#es of "rand names that ha!e succeeded remarka"#y in their communicati!e ro#es/

T"e Co'(#n/ N#'e Co''-n$*#te.

In addition to the "rand name firms a#so use the company name for marketing communication/ >or

examp#e most of the products of the house of Tatas carry the suffix : & Tata product/ (roducts for

+odre for "athing soaps to stee# cup"oards se## under the company name +odre/ In such cases the

firm is actua##y using the company name and the image of the company as a marketing

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communication too#/ uch communication has a specia# uti#ity .hen the company introduces a ne.

product="rand/ The company name as a part of the product persona#ity can contri"ute su"stantia##y

as a marketing communication too# on#y .hen the company has a#ready earned a name and

reputation in the market/

In S"o)t t"e 0)o&-*t Sen&. o-t M-t$0)on%e& Me..#%e.

The product seen "y the consumer is the sum tota# of the !arious product messages : the co#our the

shape the fee# the design the oduour etc of the product the co#our the si;e and the #ettering the

#a"e#s and the pictures on the package the "rand name=company name and the s#ogans/ >or the

consumer these are a## sym"o#s and a## of them mean something to him/ This meaning shou#d "e

positi!e/ The product messages and the product cues shou#d "e designed in such a .ay that they

e!oke a positi!e meaning and fa!oura"#e response in the mind of the "uyer/ o it is not on#y the end

use or the function of the product that matters in marketing : though it shou#d certain#y stand this

test : "uyers for the purchase to take p#ace or for e!oking an initia# interest in the product/ If this

communication is to "e successfu# the !arious product cues must support and comp#ement one

another and produce a tota# product image that is fa!oura"#e and appea#ing to the "uyer/

M#),et$n% Co''-n$*#t$on t")o-%" 0)$*e C-e.

(rice Con!eys omething More than the (rice

It is not our intention here to ana#y;e the "asic concepts and strategies of pricing/

0)$*e-#$t/ E6-#t$on

5hat are the informati!e cues that price pro!ides to consumersF Euite freuent#y consumers !ie.

price as an index of ua#ity/ 5hen se!era# "rands of the same product are a!ai#a"#e consumers tend

to use price as a cue to ua#ity/ The higher priced "rand succeeds in gi!ing greater ua#ity assurance

to the "uyer/ imi#ar is the case .ith products that are used as gifts .hen a person se#ects a gift item

he norma##y #ikes to a!oid a cheap "rand/

Module 13 Marketing Communications Strategy 1 Marketing Communication

Strategy

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5ithin his "udget he may se#ect the higher priced "rand from the !arious a#ternati!es a!ai#a"#e/

Dere a#so price as an informationa# cue p#ays a key ro#e in his decision*making process/ De may not

"e sure a"out the ua#ity of the "rand he is se#ecting/ But the price a#ong .ith other informationa#

cues gi!es him an assurance of ua#ity/

0)$*eSt#t-. E6-#t$on

(rice in certain cases "ecomes a sym"o# of prestige or status for the "uyer/ This is uite often true of

high priced consumer goods/ The status conscious "uyer uses high price as a status sym"o#/ 5hen he

proud#y dec#ares that this is the highest priced "rand in the market he is using price as a sym"o# of

prestige/

0)$*e #n In&$*#to) o+ Te*"noo%$*# S-(e)$o)$t/

Techno#ogica# changes that resu#t in product inno!ations a#so tempt the customer to use price as the

most re#ia"#e information cue/ & potentia# "uyer in search of a good refrigerator may come across

different "rands each c#aiming a distincti!eness and ua#ity performance and #isting out its

techno#ogica# features/ 5hi#e such product information is a#so intended to "e an essentia# message

carrier to the customer the #ayman .ho is not .e## !ersed .ith the technica# c#aims may u#timate#y

re#y on the price cue as a measure of product exce##ence/

Consumers concept of a reasona"#e price

In the case of certain products consumers de!e#op an idea of a reasona"#e price/ They may not kno.

anything a"out the companys cost of production of the materia# or the profits the company intends

to make/ The reasona"#e price they assume might "e "ased on prices of simi#ar products a!ai#a"#e in

market/ 5hen the actua# price of a gi!en "rand is more than the reasona"#e price they ha!e assumed

they are re#uctant to "uy/ &nd if the price is much #o.er than the reasona"#e price the consumers

may then suspect the ua#ity/ & price that comes c#ose to the reasona"#e price a#one .i## find

acceptance in the market/

o the marketer has to necessari#y remem"er that price is not mere#y an economic too#/ The

psycho#ogica# effects of price on the consumer ha!e to "e taken into account and the communicati!e

ro#e of price has to "e exp#oited to make the tota# product offering attracti!e to consumers/

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0#*e #. # Co'(onent $n M#),et$n% Co''-n$*#t$on

Euite often .e hear peop#e saying7 I "uy on#y from G store/ if you ask them .hy their rep#ies may

run #ike this/ They ha!e a "ig choice Its a #o!e#y p#ace to shop in The ser!ice is good It is

cheap It has a good #ocation They se## ua#ity products/

T"e Sto)e I'#%e

ust #ike the product proecting its image the store a#so proects an image of its o.n through !arious

factors such as its #ocation its externa# #ooks its disp#ays and point of sa#e promotion its sa#esmen

the extent of merchandise it carries the extra ser!ice it offers its po#icy on price its reputation in the

#oca#ity the type of customers .ho patroni;e it/ Dis father may find the same store decent and

re#ia"#e/ The youngster may #ike to shop .ith a modern exterior design and interior decoration .itha spacious shopping space and good disp#ay/

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Music adds to his p#easure and the shop cosmetics from a cheap*#ooking store/ he may "uy the

same item form the ne. shopping comp#ex .ith its g#amorous appearance and co##ections/ The

extent of merchandise carried in the store a#so he#ps proect its image in a fa!ora"#e manner/ (eop#e

norma##y do not #ike to patroni;e a poor#y stocked shop/ They .ou#d #ike to !isit stores !ariety/ Inaddition to these physica# features of the store the sa#es personne# in the store a#so p#ay an important

ro#e in marketing communications/ 5e## trained and .e## mannered sa#esmen add to the store image/

Sto)e Lee Me)*"#n&$.$n%

Aften it is merchandising at the store #e!e# : a## those dea#er #e!e# acti!ities inc#uding disp#ay and

ser!ice : that speeds up the mo!ement of products from the store counter to the shoppers "asket/ &

consumer .ho norma##y goes to a retai# store to "uy his usua# "rand may s.itch o!er a competing

"rand seeing the product on disp#ay/ In todays high#y competiti!e market many companies see to it

that the store as a tota# unit "ecomes a disp#ay unit attracting high consumer traffic/

Sto)e # 0oe)+- Co''-n$*#t$on In.t)-'ent

The persuasi!e ro#e of the retai# store and the need for creating a good store image has "een

high#ighted/

Too. #n& te*"n$6-e. o+ .#e. ()o'ot$on

>or a marketer resorting to sa#es promotion a !ariety of too#s and techniues are a!ai#a"#e/ a#es

promotion #etters cata#ogues point of purchase disp#ays customer ser!ice programmes

demonstrations free samp#es discounts contests s.eepstakes premiums and coupons are the

common#y resorted methods of sa#es promotion/ )et us discuss them in some detai# and see ho.

companies ha!e used these methods in actua# marketing situations/

a#es promotion #etters

e!era# #arge companies uti#i;e the medium of #etters for sa#es promotion/ These #etters ser!e

different purposes/ ometimes they are used to gi!e information a"out the companys products?

sometimes they are reminders to "uy a particu#ar "rand/ ome conducted on the efficacy of #etters as

a medium of sa#es promotion indicate that a good #etter must seek action from the recei!er/ a#es

promotion #etters are sent to sa#esmen dea#ers and consumers/

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C#t#o%-e.

Cata#ogues carry essentia# information on the products offered "y the company7 5e## designed

cata#ogues gi!e comp#ete information re#ating to products their pictures si;e specifications co#ours

packing uses and prices/ The products are proper#y #isted and indexed to faci#itate order "ooking andprocessing/

0O0D$.(#/

(oint of purchase promotion 8(A(9 is one of the most .ide#y used sa#es promotiona# too#s/ It is a#so

sometimes referred to as point of sa#es promotion/ 5ith the pro#iferation of "rands inno!ati!e

disp#ays ha!e "ecome a prereuisite for success/ Brands compete .ith each other for consumers

mind has "ecome the prime concern of marketers/ Dence the important of (A( disp#ay/

Harious kinds of disp#ay materia#s #ike posters dang#ers stickers mo"i#e .o""#ers and streamers are

used at the retai# shop #e!e# to induce purchase/

In the modern context of high intensity marketing the retai#ers are !irtua##y f#ooded .ith (A(s "y

a## manufacturers/ If they are ust dumped in a forsaken corner of the shop the "rand does not get the

intended sa#es promotiona# "enefit from the (A(s/ An#y those .ho can manage to get the right

disp#ay effect .i## "enefit form (A(s/

To enhance the disp#ay effect manufacturers use se!era# gadgets and approaches/ I##uminated

designs motion disp#ays etc add to the disp#ay effect/ ome companies organi;e disp#ay units and

#ocate them at !antage points .ithin the store attracting the attention of store traffic/ ki##fu##y

designed and strategica##y #ocated disp#ay units can enhance the sa#es appea#/ More and more firms

are going on for inno!ati!e disp#ays to gi!e their "rands !isi"i#ity in todays cro.ded shop she#!es/

5hen est#e #aunched Maggi ood#es .ay "ack in 1',3 they used a uniue dispenser the .ire

mesh "ag/ ot on#y did it he#p in "rand identification it .as he#pfu# to the retai#er too/ The dispenser

hung from the cei#ing he#ped him to sa!e she#f space/ Cad"ury too came .ith space a!ai#a"#e in the

retai# store "ig stocks of a gi!en "rand are artistica##y arranged to gain attention/ Customi;ed racks

are a#so "eing used for disp#ay effect/ In fact in the paucity of space companies #ike (rocter

+am"#e est#e Dindustan )e!er )akme and Tips and Toes make year#y "ookings for disp#ay space/

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-isp#ays ha!e their origins in the age*o#d "e#ief that goods .e## disp#ayed are ha#f so#d/ -isp#ays can

"e of !arious types : .indo. disp#ays counter disp#ays or f#oor disp#ays/

De'on.t)#t$on.

Companies resort to product demonstrations for sa#es promotion especia##y .hen they are comingup .ith a ne. product/ In India in recent years se!era# products : #o. unit price products #ike

"e!erages and .ashing po.ders as .e## as high unit price products #ike .ashing machines and

persona# computers : ha!e uti#i;ed product demonstration as a too# of sa#es promotion/

De'on.t)#t$on. #t Ret#$ Sto)e.

ometimes company sa#esmen for the "enefit of retai#ers as .e## as consumers organi;e

demonstrations at retai# stores/ This is an important ro#e of retai# stores/

S*"oo De'on.t)#t$on.

5hen the product happens to "e a cost#y one and a hi*tech one companies arrange schoo#

demonstrations/ In this case consumers are in!ited to a particu#ar p#ace say a hote# and

demonstrations are arranged/ In computers se!era# companies in India organi;e this type of

demonstration/

Doo)toDoo) De'on.t)#t$on.

Consumer product companies uite often resort to house*to*house demonstrations/ It is considered a

high#y specia#i;ed fie#d of sa#es promotion/ a#esmen emp#oyed for such demonstrations are gi!en

specia# training to hand#e pecu#iar situations in!o#!ed in this fie#d/

De'on.t)#t$on. to Ke/ 0eo(e

ometimes demonstrations are organi;ed for the "enefit of key peop#e and inf#uentia# persons/

ourna#ists and other media men community #eaders etc are in!ited and the product is introduced

to them/

-emonstration is a good se##ing techniue .hich in!o#!es the cooperation of sa#es representati!es

and prospecti!e consumers in the actua# process of demonstration of the product/ (articipation of the

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consumer persuades him to #earn more a"out the product and it ser!es as a persuasion for him to try

the product/

Trade fairs and exhi"itions are extensi!e#y used sa#es promotion too#s/ They a#so form one of the

o#dest practices in sa#es promotion/ Trade fairs and exhi"itions pro!ide companies .ith the

opportunity of introducing and disp#aying their products/ This "rings companys products and

consumers in direct contact .ith each other/ eeing is "e#ie!ing is a concept "ehind #arge*sca#e

exhi"itions/

Coupons premiums free offers price*offs extras insta#ment payment offers

Coupons premiums free offers price*offs etc ha!e "ecome common and effecti!e sa#es promotion

too#s/

Co-(on.

Coupons are certificates .hich offer reductions to consumers for specified items/ They are

distri"uted through ne.spaper and maga;ine ad!ertisements or through the package of the

merchandise or e!en "y direct mai#/ Coupons norma##y perform t.o specific functions for the

manufacturer/ >irst#y they enthuse the consumers to exp#oit the "argain/ econd#y they ser!e as an

inducement to the channe# for stocking the items/ The manufacturer thus succeeds in attracting

consumers as .e## as in prompting the channe# to stock the merchandise through introducing

coupons/ They are usefu# for introducing a ne. product as .e## as for strengthening the sa#e of an

existing product/

0)e'$-'. #n& F)ee O++e).

In the Indian markets manufacturers extensi!e#y use today premiums free offers and price*offs/

ometimes "ack &ristocart mou#ded #uggage introduced an attracti!e sa#es promotion offer/ It a#so

ran and ad campaign in support of the sa#es promotion endea!or/ &ristocrat announced7

JIf you "uy an &ristocrat .ithin the next .eek you get a (hi#ips 2 Band transistor .orth @s 266*free

&nd the ad repeated the message Jits on#y for a .eek starting todayK/

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0)$*eO++

Da.kins pressure cookers ha!e come up .ith se!era# sa#es promotion schemes during the #ast fe.

years/ In one of the schemes Da.kins announced

pto @s 1


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F)ee S#'(e. o+ t"e 0)o&-*t

>ree samp#es are offered to persuade consumers to try them out/ By offering free samp#es to a #arge

section of a ne. market a company tries to gain entry into that market/ Af course the constraint in

uti#i;ing this too# is that the product shou#d "e of #o. unit cost and suscepti"#e to freuent repeatpurchases/ oaps detergents coffee and toothpastes are examp#es of products .hich are norma##y

popu#ari;ed "y pro!iding free samp#es/ In fact e!en a ne.spaper Indian post .as introduced and

popu#ari;ed through this method/

G$+t.

Companies a#so distri"ute gifts to peop#e*customers dea#ers and inf#uentia# and key peop#e/ These

gifts inc#ude pens penci#s ca#endars diaries ta"#e decorations etc/ gifts .i## carry the companys

name and #ogo/ The gifts are intended to create good.i## to.ards the company and indirect#y

promote the companys sa#es interest

Conte.t.

Contests of !arious kinds constitute another .ide#y and common#y used sa#es promotion too#s/ There

are dea#er contests meant exc#usi!e#y for dea#ers of the company and consumer contests open for

a##/ Companies use "oth dea#er contests and consumer contests/ 5hi#e dea#er contests norma##y

remain c#osed affair "et.een the company and its dea#ers consumer contests are gi!en .ide

pu"#icity to attract the participation of a .ide#y scattered consumer "ase/ Big out#ays are natura##y

a##ocated for consumer contests "ecause they need .ide pu"#icity and attracti!e pri;es=

Con.-'e) Conte.t.

Consumer contests take a !ariety of forms : ui; contests "eauty contests scooter and car ra##ies

#ucky dra.s suggesting a "rand name coining a s#ogan suggesting a #ogo etc/ 5hate!er "e the type

of contest : fi##ing up the ui; .riting 2< .ords a"out the "rand or taking part in a ra##y : the

intention of the marketer is to create .idespread action and ne.s around the "rand/ To get the

consumer interested in the "rand and induce him to "uy it is the centra# idea in a## consumer contests/

S-**e.. o+ t"e Conte.t De(en&. U(on See)# F#*to).

Contests can "e c#assified under ski## competition or chance/ 5hen the participant has to suggest

a name to a "rand it in!o#!es a ski## on of the participant/ 5hen the num"er of a coupon c#aimed "y

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the consumer in inc#uded in a dra. the contest fa##s under chance/ Though contest is used as an a##*

rounder term it has a specific meaning in the context of sa#es promotion/ & contest is one in .hich

consumers ha!e to su"mit an entry/ &nd the entries are udged for se#ecting the "est entry/ In

.eepstakes there is no such udgment/ Consumers enro## their names for a dra./ In India

norma##y the contests com"ine the sa#ient features of s.eepstakes as .e##/tudies sho. that for contests to succeed they must "e simp#e to operate from the standpoint of the

consumer/ If the consumer has to go through difficu#t and time*consuming procedures he .i## not

take part in the contest/ The pri;es and pri;e money are other maor considerations that decide the

success of a contest/ 5hen fa"u#ous pri;es are announced and the procedure suggested for

participation is a#so simp#e the contests attract .ide attention and arouse consumer interest and

participation/ &nother condition for the success of the contest is the pu"#icity gi!en to it/ Through

!arious media and a#so through (A(s at retai# stores contests can "e gi!en pu"#icity/ &nother

precondition for the success of the contest is the current of honesty "ehind the offer/ The pu"#ic

shou#d percei!e the .ho#e thing as genuine/ # these ideas are pointing to.ards one fact : the retai#

store is a po.erfu# instrument through .hich a marketer can communicate .ith his prospects/

Sto)e C"o$*e $. $n,e& to Sto)e I'#%e

The choice of a store "y a consumer depends to a #arge extent on .hat the store communicates to

him/ tore choice is the resu#t of the process .here"y the consumer compares the characteristics of

the gi!en store as communicated through the store image .ith his e!a#uati!e criteria of a good

store/ De .orks out four steps in his mind "efore making the store choice7 formu#ate the criteria

identify the characteristics of the gi!en store compare the t.o and decide .hether the gi!en store is

accepta"#e or not/

It is not as though consumers go through this process "efore each store !isit/ If past experiences .ith

a store ha!e "een satisfactory the store is usua##y re!isited .ithout re*e!a#uation/ &gain it is not as

though the consumer e#a"orate#y thinks out each of the four steps mentioned a"o!e "efore making

the store choice/ But the process does take p#ace in his mind/ &nd in this process the communicati!e

e#ement of the store is the most important aspect/ In certain cases the !ery name of the store or its

category uick#y triggers off in his mind the reuired responses and the decision/ >or examp#e hem

may ha!e in his mind certain ready associations .ith names #ike supermarket cooperati!e store

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-iscount store and %xc#usi!e shops/ In other cases his mind uick#y sifts the criteria such as

#ocation the sa#esmen in the store and the nature of the c#iente#e patroni;ing the store/

o the store is a good marketing communication too#/ In the case study on marketing strategy of

@e#iance Industries .e ha!e seen the company used the sho.room idea in de!e#oping the channe#/

The chain of exc#usi!e HIM&) sho.rooms esta"#ished throughout the country "y the company is a

te##ing examp#e of channe# "ecoming a po.erfu# too# of marketing communication and promotion/

ame is the case .ith Titan 5atches/ &s a#ready exp#ained in the case study on Titan 5atches the

nation.ide chain of Titan sho.rooms contri"uted a great dea# to the instant popu#arity of Titan

5atches/

0)o'ot$on #. # Co'(onent $n M#),et$n% Co''-n$*#t$on

5e ha!e so far discussed the first three components : product price and p#ace : of marketing

communication/ 5e are no. coming to the #ast and the most su"stantia# component : promotion/

The !ery fact that promotion .as for uite a #ong time considered as synonymous .ith marketing

communications is a pointer to its premeneint ro#e in marketing communications/ &s a#ready

mentioned in the opening paragraph of this chapter promotion itse#f consists of four different

components name#y7

(ersona# e##ing

&d!ertising

a#es (romotion

(u"#icity

0e).on# Se$n%

5e sha## discuss in detai# the importance of persona# se##ing and the management of the persona#

se##ing function/ In this section .e are main#y concerned .ith the communicati!e ro#e of persona#

se##ing/

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F#*eto+#*e T)#n.#*t$on

(ersona# se##ing is uniue as it is a face*to*face transaction "et.een a sa#esmen and a prospecti!e

customer/ %!ident#y a .e##*trained and competiti!e spirited sa#esman can "e an effecti!ecommunication instrument/ Dis kno.#edge a"out the product the degree of his fami#iarity .ith the

customer .hether he is hand#ing a ne. customer or an esta"#ished customer the degree of his

in!o#!ement in the company he is representing the #e!e# of his moti!ation and his o.n con!ictions

a"out the ua#ity and performance standards of the product .i## "e the determining factors in his

ro#e as a communicator/

0)o&-*t Knoe&%e "e(. t"e S#e.'#n $n "$. Co''-n$*#t$on

(roduct kno.#edge is an important asset to a sa#esman for successfu##y communicating .ith his

customers/ This is true especia##y .hen he is dea#ing in products of a technica# or semi*technica#

nature/ & customer .ho is not .e## !ersed .ith the ne. product or "rand #itera##y #ooks up to the

sa#esman to exp#ain the sa#ient features and the distincti!e attri"utes of the product/ If the sa#esman

fai#s in his ro#e as a technica# guide he fai#s in his marketing communication/ In the case of

industria# products the ro#e of sa#esmen as marketing as marketing communication is a## the more

important/

C-.to'e) : S#e.'#n I&ent$+$*#t$on

It has "een found that if the customer finds the sa#esman re#ata"#e to himse#f in age cu#ture

#anguage dress*sty#e etc the customer is #ike#y to de!e#op a fa!oura"#e response to.ards the

sa#esman/ It is e!ident that apart from the product kno.#edge and technica# expertise of the

sa#esman his o.n tota# persona#ity inc#uding his #anguage #ooks sty#e age smartness and manners

are communicati!e cues to the customer/

It is ho.e!er not enough if the sa#esman commands product kno.#edge and technica# expertise

and possesses simi#arities .ith the customers/ &n important factor in his communicati!e ro#e is his

a"i#ity to #isten/ & sa#esman may go on exp#aining a"out a product to his prospecti!e customer "ut

that does not mean he is an effecti!e the prospecti!e "uyer might express a"out the product/ &nd it is

not enough if he #istens his customer shou#d fee# he is #istening/ The a"i#ity to #isten has to "e

de!e#oped and cu#ti!ated as an insepara"#e ua#ity of the sa#esman/ )istening a#so is a form of

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cooperation .ith the customer/ 5hen he #istens to his customer he is actua##y co*operating .ith the

customer in the pro"#em so#!ing process and it e!en faci#itates the purchase/ o the a"i#ity to #isten

.i## enhance the communicati!e efficiency and the communicati!e image of the sa#esman/

R$%"t. S#e. Me..#%e Le#&. to E++e*t$e M#),et$n% Co''-n$*#t$on&part from the sa#esman and his characteristics the sa#es message is a#so an important factor in

communication through persona# se##ing/ The sa#esman may ha!e technica# kno.#edge a"out the

product/ ti## if the sa#es message*the content the #anguage the presentation and the sty#e of

message*is not appea#ing and con!incing he may not succeed in his communicati!e ro#e/

%xperiments ha!e sho.n that in the case of technica# products sa#es messages prepared .e## in

ad!ance and presented in an apparent#y extempore manner ha!e "een successfu# in e!oking a

fa!oura"#e response from kno.#edgea"#e customers/ a#es messages .hich are e!asi!e and s#ip

shod in construction and content .i## upset the communicati!e effecti!eness of sa#esmen/ The

company has a direct ro#e in pro!iding them .ith good and effecti!e sa#es messages prepared in

ad!ance for making the communication o" effecti!e/ This is especia##y true in industria# marketing/

(ersona# se##ing as a marketing communication too# is usua##y more effecti!e in the tria# stage and

e!a#uation stages/ The marketing communicator has to constant#y remem"er that persona# se##ing is

"ut one of the communication too#s and it has "e idea##y supp#emented "y other components if it

.ere to "ecome effecti!e in its communicati!e ro#e/ Its ro#e in the tota# promotion programme

shou#d "e identified and marketing effort shou#d "e a##ocated according#y to o"tain the "est resu#ts/

0-;$*$t/

(u"#icity is the fourth maor too# in promotion/ 5hereas ad!ertising persona# se##ing and sa#es

promotion are designed and contro##ed "y the firm? pu"#icity is not easi#y contro##a"#e "y the firm/

&nother distincti!e feature of pu"#icity is that an identified sponsor does norma##y not pay it for/

The firm must proper#y p#an its pu"#icity/ & good pu"#icity campaign often "ui#ds a pu"#icity story

.hich descri"es inno!ations or impro!ements in products or ser!ices of the firm/ Ar it may "e "ui#t

around some topic of current importance to the pu"#ic/ The significant aspect is that the contents of

the pu"#icity story ha!e to "e ne.s.orthy and of interest to a #arge section of the pu"#ic/

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0-;$*$t/ : A 0otent Too o+ M#),et$n% Co''-n$*#t$on

)arge firms norma##y try to contro# their pu"#icity through constant press re#eases press conferences

and #etters to editors etc/ uite often they send out a !ariety of ne.s re#eases a"out their products

and ser!ices and their achie!ements in specified fie#ds .hich may "e of interest to the pu"#ic/ uchacti!ities are intended to "ui#d a fa!oura"#e and positi!e pu"#ic image of the firm/

It is not a#.ays possi"#e for a firm to contro# pu"#icity in its fa!our/ &n ad!erse message appearing in

some media a"out a specified product="rand may upset the companys image/ n#ess the firm has

good re#ations .ith !arious media unfa!ora"#e ne.s may often appear/ That is .hy #arge firms

a#.ays keep a constant !igi# on their media re#ations/ This is a#so essentia# "ecause ne.s items

appearing in the press or simi#ar media ha!e a greater degree of credi"i#ity for the pu"#ic than the

ad!ertising message designed "y the company/ & consumer may ignore the #atter "ecause he kno.s

that it is designed "y the company to popu#ari;e its products/ But ne.s items in mass media are

percei!ed as more o"ecti!e and consumers "e#ie!e ne.s stories more than ad!ertising stories/ This

makes pu"#icity a !ery potent too# in marketing communications/ If pu"#icity is ignored it can harm

the entire communication strategy of a firm/

M#),et$n% Co''-n$*#t$on. : # C)-*$# F-n*t$on

In the preceding pages .e ha!e pro!ided an o!er!ie. of marketing communications/ 5e ha!e

emphasi;ed the fact that a## the four (s of marketing ha!e a marketing communication ro#e/ These

discussions re!ea# that marketing communication is a dynamic process/ By re#easing an

ad!ertisement or "y offering a price reduction or "y introducing an attracti!e packing the marketing

communications o" is not o!er/ It is a #arger process and a continuous one/ It in!o#!es a continuous

dia#ogue "et.een the firm and its customers/ The marketing communicator has to constant#y adust

his messages to the changes in the socia# and "usiness en!ironment/ The !arious communication

too#s a!ai#a"#e to him ha!e to "e exp#oited imaginati!e#y/ The potentia# of e!ery too#s a!ai#a"#e to

him and he has to use them in such a .ay that one supports and supp#ements the other/ If the

different communication too#s pu## in different directions it may nu##ify his communication effort/

o marketing communications must "e concei!ed and executed .ithin the frame.ork of a unified

and effecti!e strategy/

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T"e C"#n%$n% N#t-)e o+ M#),et$n%

Marketing and the marketing communication mix are changing/ e. insights ne. too#s ne.

opportunities and ne. cha##enges are emerging as the 21stcentury progresses/ The .or#ds 61=4

"i##ion consumers and a#most 400 mi##ion "usiness customers are "ecoming increasing#y accessi"#e/

&nd so too are your customers ready targets for ne. g#o"a# competitors/ e. pressures a#so mergeas managers operate in de#ayered organisation stripped of supporting ser!ices and yet freed form the

uagmire of tier upon tier of management/ This means more mangers need to understand marketing

.hich itse#f is changing/

Marketing has mo!ed customer acuisition 8.inning ne. customers9 through customer retention

8keeping customers for #ife9 to.ards customer se#ection 8dumping unprofita"#e customers .hi#e

se#ecti!e#y seeking and keeping the more profita"#e ones9/ This is sometimes ca##ed ad!erse

se#ection/ It is "ecoming o"!ious that some customers are promiscuous non*#oya# "argain hunters

.ho exp#oit any sa#es promotion and mo!e on to the next supp#ier as and .hen the next specia# offer

appears/ These customers cost a #ot for !ery #itt#e return? in fact most of them are unprofita"#e/ An#y

1$ per cent of companies kno. .hich are their "est customers according to (& Consu#tants in 2003/

+i!en that some estimates suggest that ne. customers cost fi!e times more than existing customers

or put another .ay se##ing to existing customers can "e fi!e times more profita"#e than .inning

ne. customers you can see ho. it pays to kno. and #o!e your customers particu#ar#y the #oya# and

profita"#e ones/ ome customers "ecome #oya# "ecause they prefer your product or ser!ice others

.ant a sta"#e re#ationship .ith one supp#ier others spend more pay more uick#y reuire #ess

ser!ice/ -e## C%A Michae# -e## says that his most !a#ua"#e customers are not his "iggest or his most

profita"#e ones "ut those that teach him the most/ though reco!ery strategies 8for #ost customers9

are important some defectors are not .orth sa!ing/ Carefu##y designed customer se#ection strategies

can #ea!e the competition .ith nothing "ut undesira"#e customer segments to fight o!er/

Marketing and marketing communications are changing/ trategic a##iances 8partnership marketing9

offer ne. communication channe#s into existing and ne. markets that .ere simp#y not though of

fi!e years ago/ >or examp#e Manchester nited 8M>C9 and )ycos ha!e em"arked on a N2

mi##ion communications partnership/ M>C guarantees that a num"er of its sponsors such as

Hodafone ike (epsi and Bud.eiser .i## "uy ad!ertising space on )ycos/ M>C .i## a#so supp#y

content such as 5e" chats .ith p#ayers and exc#usi!e editoria# on#ine through )ycos/ In addition

)ycos has "ecome M>Cs exc#usi!e partner to se## ad and sponsorship packages on the M>C

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5e" site/ This dea# supports M>Cs key o"ecti!e of "ui#ding its g#o"a# fan "ase through

partnership dea#s/ )ycos "ecomes a p#atinum sponsor of M>C .hich gi!es )ycos

ad!ertisements priority positions at the ground and in the match programmes/ The fina# piece of this

creati!e igsa. is that the &sian di!ision of )ycos .i## "ui#d a Chinese #anguage site for M>C and

he#p to "ui#d content for other non*%ng#ish speaking emerging markets/

There has "een a c#ear shift of focus and "udget resources into interacti!e on#ine marketing/ %!en

the traditiona# supp#iers or agencies are changing/ &part form changing the ser!ices they offer they

are changing their names to ref#ect changes in the marketing ser!ices marketp#ace/ Burson

Marste##ar the .or#ds "iggest (@ agency has dropped pu"#ic re#ations from its name and aatchi

aatchi has dropped ad!ertising form its name/ Managers too ha!e to change to accept the need

for #ife#ong #earning and continua##y update and impro!e themse#!es .ith ne. ski##s ne. insights

and ne. too#s/

Before #ooking at the marketing communications mix and the marketing mix consider "rief#y

marketing/ & simp#e dictionary definition of marketing re!ea#s7 marketing n/ and the "usiness of

mo!ing goods from the producer to the consumer/ +oods can "e taken to mean goods or ser!ices/

The Charted Institute of Marketing in the defines marketing as7 the management process

responsi"#e for identifying anticipating and satisfying customer reuirements profita"#y/ ome

years ago the &merican Marketing &ssociation spent time and effort considering the appropriateness

and accuracy of its definition of marketing/ Its ne. definitions incorporated one maor change : it

too# profit out possi"#y "ecause it exc#uded the !ast armies of marketing professiona#s .ho .ork

for charities and other non*profit making organi;ations/ (erhaps the definition cou#d rep#ace

profita"#y .ith efficient#y or in a .ay that meets the organisations goa#sF & simp#er definition

is marketing is the se##ing of goods that dont come "ack to peop#e .ho do/ +oods that dont come

"ack emphasi;es the importance of matching the promise 8made "y say the ad!ertising or the

packaging9 .ith the rea#ity of the products or ser!ices ua#ity i/e the #e!e# of ua#ity shou#d match

that .hich is ad!erse/ In the #ong term it does not pay to cheat the customer/

@ea# marketing success depends on repeat "usiness and that is .here peop#e .ho do come "ack

em"races the customers #ifetime !a#ue concept/ Customers do not "uy ust one can of "eans one

cars and do;ens of photocopiers during their #ifetime/ There the marketing cha##enges #ies? in

attracting and retaining profita"#e customers efficient#y/ & mo!e a.ay form the one off sa#es

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syndrome a##o.s marketing hori;ons to "roaden to #ifetime customers and #ifetime strategies/ &nd

today marketers are rea##y interested in separating unprofita"#e form profita"#e customers so that

those customers .ho ra##y do contri"ute to the "ottom #ine can "e nurtured/ )ifetime customers are

"ui#t through strong re#ationships .hich in turn reuire re#ationship*marketing ski##s/ &nother set

of re#ationship ski##s is a#so emerging in the form of marketing marriages/ Marketing marriages suchas oint promotions shared data"ases shared distri"ution net.orks and strategic a##iances offer ne.

opportunities for existing markets "ut a#so offer ne. routes into g#o"a# markets pre!ious#y

inaccessi"#e "ecause of an organisations #imited resources/

nti# marketers ustify the !a#ue of marketing it .i## not "e represented at "oard #e!e#/ It is not

surprising that fe.er than 10 per cent of the >T% 100 companies ha!e marketing directors on their

"oards/ &s is common#y uoted .hat cant "e measured cant "e managed/ Therefore one can

understand .hy many "usinesses do not take marketing serious#y despite the fact that the .or#d

reno.ned management guru peter -ucker has stated that &ny "usiness has t.o and on#y these t.o

"asic functions7 marketing and inno!ation 81''


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8e/g/ "ui#dings and uniforms9 and processes 8methods of producing de#i!ering and consuming the

ser!ice9/ It is interesting to see ho. the >MC+ marketers can ho. "orro. the $(s/

In 1'61 "ert >rey suggested that a## the marketing mix !aria"#es cou#d "e categori;ed into ust

groups7 the offering 8product packaging ser!ice "rand and price9 and The Methods=Too#s

8distri"ution channe#s persona# se##ing ad!ertising and sa#es promotion9/ 5hiche!er approach you

take it is the com"ination of these components and a fifth ( peop#e 8customers and competition9

.hich are the "asic "ui#ding "#ocks of a marketing programme/ The marketing mix !aria"#es are

usua##y considered as interna# !aria"#es o!er .hich manager has contro# and makes decisions 8a#"eit

inf#uenced "y customers competition and other externa# uncontro##a"#e factors9/

It is .orth remem"ering that a## of the marketing mix communicates/ & poor ua#ity product or

ser!ice genera##y says more other user than any amount of ad!ertising/ (rice communicates e/g/high price sends a different message to a##o. price and price is used "y many "uyers as an indictors

of ua#ity/ The p#ace of purchase a#so communicates e/g/ an item purchased in Darrods has a

different percei!ed !a#ue to an item purchased form a street sta##/ The fourth ( promotion has its

.on mix of communication too#s .hich are sometimes ca##ed the promotion mix or the

communications mix/ This mix inc#udes e!ery communications too# that is a!ai#a"#e to the

organisation/ The re#ation of the communications mix to the marketing mix/

The fifth ( peop#e or staff communicate in fact create a good or "ad experience through the ua#ity

of ser!ice de#i!ered at any particu#ar time/ Interesting#y according to MA@I in 2002 one in six

customers fai# to comp#ete a purchase "ecause of the .ay they .ere treated "y staff/ ome

companies such as prOt a Manger encourage managers to se#ect staff "y !oting on .hether they get

the o" after on#y a days tria#/ (hysica# e!idence communicates as demonstrated "y the physica#

presence sty#e #ocation and decoration/ it gra"s attention interest and to some creates the desire to

enter and exp#ore/ (rocess the fina# ( a#so communicates/ if Mc-ona#ds process .as s#o. s#oppy

or dirty it .ou#d send out negati!e messages to the customers and sa#es .ou#d suffer/

T"e Co''-n$*#t$on. M$MC+ 8such as groceries9 sa#es promotions are a#so promoted on the

product itse#f 8on pack promotion9/ &ne. pack or ne. sa#es promotions*usua##y has to "e "rought to

the attention of the retai#er "y the sa#es force/ They need to "e fu##y "riefed and may need ne.

#iterature to #ea!e .ith the retai# sa#es promotion insides a retai# out#et/ & modified pack 8carrying the

on pack promotion9 has to "e designed and produced/ This means ne. stocks and so a proper#y

coordinated team has to "riefed and ready to mo!e into sometimes se!era# hundred out#ets .ithin

say 24 hours/ This is genera##y too "ig a o" the regu#ar sa#e force so a team of merchandisers or

fie#d marketing team sometimes supp#ements it/

)ondons Tate modern ga##ery a range of inno!ati!e creati!e non*commercia# communications to

support the #aunch of the ne. ga##ery/ These inc#uded 6 mi##ion specia# coffee cups for coffee

repu"#ic in its ne. )a ne. Tate CafP? Tate "randed 5agamama 8a top apanese restaurant9

chopsticks? Tate Beer in )ondons fashiona"#e Mash restaurant? and a @oya# Mai# stamp/ ome

marketers refer to these types of communications too#s as am"ient ad!ertising? mean.hi#e there are

a num"er of cutting edge communications too#s emerging in the marketing such as forehead

marketing !ira# marketing experientia# marketing and sensory "randing/ Communications too#s

must integrate .ith each other/ Integrating marketing communications reuires peop#e ski##s/ Ather

managers ha!e to "e con!inced/ To do this a fu## understanding of the "enefits fo integrated

marketing communications 8IMC9 is reuired/

Inte%)#te& M#),et$n% Co''-n$*#t$on. : t"e ene+$t.

though IMC reuires a #ot of effort it effort it de#i!ers many "enefits/ It can create competiti!e

ad!antage and "oost and profits .hi#e sa!ing time money and stress/

IMC can .rap communications around customers and he#p them mo!e through the !arious stages of

their "uying process/ The organi;ations simu#taneous#y conso#idates its image de!e#ops a dia#ogue

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and nurtures its re#ationship .ith its customers/ This re#ationship marketing cements a "ond of

#oya#ty .ith customers that can protect them from the ine!ita"#e ons#aught of competition/ The

a"i#ity to keep a customer for #ife is po.erfu# competiti!e ad!antages/

IMC a#so increases profits through increased effecti!eness/ &s its most "asic #e!e# a unified message

has more impact than a disointed myriad of messages/ In a "usy .or#d a consistent conso#idated

and crysta# c#ear message has a "etter chance of cutting through the noise o f o!er 1000

commercia# messages that "om"ard customers each and e!ery day/ &t another #e!e# initia# rese4arch

suggests that images shared in ad!ertising and direct mai# "oost "oth ad!ertising a.areness and

mai#shot responses/ o IMC can "oost sa#es "y stretching messages across se!era# communications

too#s to create more a!enues for customers to "ecome a.are aroused and u#timate#y make a

purchase/ Carefu##y #inked messages a#so he#p "uyers "y gi!ing time#y reminders updated

information and specia# offers .hich .hen presented in p#anned seuence he#p them mo!e

comforta"#y through the stages of their "uying process and this reduces their misery of choice

generated "y the .ide range of competiti!e offerings/ IMC a#so makes messages more consistent and

therefore more credi"#e/ This reduces risk in the mind of the "uyer and in turn shortens the search

process and he#ps to dictate the outcome of "rand comparisons/

Integrated communications send disointed messages that di#ute the impact of the message/ This may

a#so confuse frustrate and arouse anxiety in customers/ Integrated communications present a

reassuring sense of order/ Consistent images and re#e!ant usefu# messages he#p nurture #ong term

re#ationships .ith customers/ Dere customer data"ases can identify precise#y .hich customers need

.hat information .hen and throughout their .ho#e "uying #ife/

>ina##y IMC sa!es money as it e#iminates dup#ication in areas such as graphics and photography

since they can "e shared and used in say ad!ertising exhi"itions and sa#es #iterature/ &gency fees

are reduced "y using a sing#e agency for a## communications/ &nd e!en if there are se!era# agencies

time is sa!ed .hen meetings "rings a## the agencies together for "riefings creati!e sessions or

tactica# or strategic p#anning/ The reduces .ork#oad and su"seuent stress #e!e#s/

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Inte%)#te& M#),et$n% Co''-n$*#to). : t"e #))$e).

-espite si#os many "enefits IMC has many "arriers/ In addition to the usua# resistance to change and

the specia# pro"#ems of communicating .ith a .ide !ariety of target audiences there are many other

o"stac#es that restrict IMC/ These inc#ude functiona# si#os stif#ed creati!ity timesca#e conf#icts and a

#ack of management kno. on ho./

Take functiona# si#os/ @igid organisationa# structures are infested .ith managers .ho protect "oth

their "udgets and their po.er "ase/ 5hy shou#d they their "udgets and a##o. someone e#se to make

decisions .hich pre!ious#y .ere theirsF

ad#y some organi;ationa# structures iso#ate communications data and e!en managers from each

other? for examp#e the (@ department often doesnt report to marketing the sa#es force rare#y meet

the ad!ertising or sa#es reps are not to#d a"out a ne. promotiona# offerQ &nd a## this can "eaggra!ated "y turf .ars or interna# po.er "att#es .here specific mangers resist ha!ing some of their

decisions 8and "udgets9 determined or e!en inf#uenced "y someone form another department/

Dere are t.o difficu#t uestions : .hat shou#d a tru#y integrated marketing department #ook #ikeF

&nd ho. .i## it affect creati!ityF It shou#dnt matter .hose creati!e idea it is "ut often it does/

&n ad!ertising agency may "e so enthusiastic a"out de!e#oping a creati!e idea generated "y say a

(@ or a direct marketing consu#tant/ IMC can restrict creati!ity/ o more .i#d and .acky sa#es

promotions un#ess they fit into the o!era## marketing communications strategy/ The oy of rampant

creati!ity may "e stif#ed "ut the creati!e cha##enge may "e greater and u#timate#y more satisfying

.hen operating .ithin a tighter integrated creati!e "rief/

&dd different timesca#es into a creati!e "rief and you .i## see time hori;ons pro!ide one more

"arrier to IMC/ >or examp#e image ad!ertising designed to nurture the "rand o!er the #onger term

may conf#ict .ith shorter*term ad!ertising or sa#es promotions designed to "oost uarter#y sa#es/ The

t.o o"ecti!es can "e accommodated .ithin an o!era## IMC if carefu##y p#anned "ut this kind of

p#anning is not common/ & sur!ey in the mid 1''0s re!ea#ed that most &merican managers #ack

expertise in IMC/ But its not ust managers its a#so agencies and there is a pro#iferation of sing#e

discip#ine agencies/ There appear to "e !ery fe. peop#e .ho ha!e rea# experience of a## the

marketing communications discip#ines/ This #ack of kno. ho. is then compounded "y a #ack

commitment/ The fo##o.ing section on the +o#den @u#es for IMC examines this in more detai#/

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Inte%)#te& M#),et$n% Co''-n$*#t$on. : t"e Go&en R-e.

Dere is ho. you can ensure you "ecome integrated and stay integrated .ith the 10 +o#den @u#es of

Integration/

1/ +et senior management support for the initiati!e "y ensuring they understand the "enefits ofIMC/ IMC fits .ith IA '0017 2000 as it reuires companies to continua##y monitor a## their

processes and procedures 8inc#uding marketing9 and continua##y seek .ays to impro!e them/

5ith senior management support the IMC concept can mo!e do.n.ards and across the

organisation pro!ided the interna# marketing of the idea is proper#y executed/

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2/ Integrate at different #e!e#s of management/ (ut integration on the agenda for !arious types

of management meetings .hether annua# re!ie.s or creati!e sessions/ Dori;onta##y ensure

that a## managers not ust marketing managers understand the importance of a consistentmessage .hether on de#i!ery trucks or product ua#ity/ so ensure that ad!ertising (@ and

a#es promotions staff are integrating their messages/ To do this you must ha!e carefu##y

p#anned interna# communicao'ts that is good interna# marketing/

3/ %nsure the design manua# or e!en a "rand "ook is used to maintain common !isua# standards

for the use of #ogos typefaces co#ours and so on/

4/ >ocus on a c#ear marketing communications strategy/ Da!e crysta# c#ear communication

o"ecti!es? c#ear marketing communications add !a#ue to 8instead of di#ute9 the "rand or

organisation/ %xp#oit areas of sustaina"#e competiti!e ad!antage/


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'/ hare art.ork and other media/ Consider ho. say ad!ertising imagery can "e used in

mai#shosts exhi"ition stands Christmas cards ne. rea#ises and .e" sites/ ome eans

companies are putting their .e" addresses on the eans #a"e#s/

10/ Be prepared to change it a##/ )earn form experience/ Constant#y search for the optimum

communications mix/ Test/ Test/ Test/ Impro!e each year/ ai;en/

Inten.$e M#),et$n% Co''-n$*#t$on.

Buying mode#s are he#pfu# .hen considering ho. to p#ug a## the communications gaps or channe#s

that #ead to a "uyers mind/ By identifying the stages a "uyer goes through and a## the possi"#e

communication channe#s it is possi"#e to force a product or ser!ice into the mind "uyer 8if the

resources are a!ai#a"#e9/ Dopefu##y .hat is forced in is accepted and percei!ed to "e p#easant rather

than resented and reected/

& maor soft drinks manufacturers once tested this idea in a %uropean to.n/ There .as "#anked #oca#

ad!ertising supported "y street "ands free samp#es free gifts ne. point of sa#es materia# in e!ery

CT 8confectioner to"acconist and ne.sagent9

%!en extra !ending machines and street sta##s .ere p#aced strategica##y to maximi;e the consumers

opportunity to samp#e and "uy the "rand/ The consumer cou#d not a!oid the "rand/ %!ery route to

the consumers mind .as fi##ed/

The terms share of mind is an a.esome piece of marketing argon/ If effecti!e#y means ho. many

minds you can get a "rand or an organisation into/ hare of mind can "e "ought "y increasing the

marketing communications spend/ Many companies o"!ious#y .ant to keep their "rands in the front

of the "uyers mind 8front of minded a.areness9/ This o"!ious#y depends on the ua#ity and

freuency of ad!ertising and other marketing communication too#s compared to a competitors

communications/ hare of !oice refers to the share of ad!ertising spend against the tota# market

spend on ad!ertising/ Af course it isnt a## p#ain sai#ing since first most companies ha!e #imited

resources and second there is a phenomenon ca##ed competition/ They may "e trying to use same

communication channe#s/

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M#),et$n% M$< M-.t #.o ##n*e& #n& Inte%)#te&

& .e## p#anned and carefu##y executed marketing communications programme cannot on its o.n

guarantee success/ This is dependent on a "a#anced marketing mix/ & great ad!ertisement may

succeed in getting peop#e to go out and ask for a particu#ar product "ut the o!era## p#an fai#s if say

the p#ace is .rong/ Too much pu## and not enough push/ (erhaps #ess in!estment in ad!ertising8pu##9 and more in!estment in sa#es training 8push9 or simp#y more direct in!estment in

distri"ution 8ne. de#i!ery !ehic#es more dri!ers "etter ser!iced !ans "igger stocks sma##er

minimum orders uicker de#i!eries etc9 might ena"#e the right good to get to the right p#ace at the

right time/ imi#ar#y the promotion and the p#ace might .ork to "ring a potentia# customer c#ose to

"uying a particu#ar product "ut he price might ust put the product out of reach/ >ina##y the product

8or ser!ice9 must match the promise made through the communications mix if #ong*term success

8repeat sa#es9 is to "e achie!ed/ & customer on#y "uys a "ad product once/ This means that defunct

in!estment decisions ha!e to "e made in areas often outside the marketing managers contro# e/g/

product ua#ity programme product design programme ne. product de!e#opment programme

production euipment staff moti!ation customer care programmes and so on/ Todays "usinesses are

#eaner and f#atter and run "y mu#tifunctiona# 8and therefore mu#tiski##ed9 mangers/ %!en those

managers .ho are not direct#y in!o#!ed in marketing .i## reuire an o!era## integrated marketing

perspecti!e as they .i## ha!e to "a#ance financia# decisions a#ong .ith production ua#ity human

resources and marketing decisions/ (erhaps .e .i## at #ast see more "oardrooms disp#aying products

pictures of the organi;ations product ser!ices and emp#oyeesF

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Co''-n$*#t$on. T"eo)/

5hat is interesting is the exchange of information/ Communication is not a once .ay f#o. of

information/ Ta#king at or at someone does not imp#y successfu# communication/ This on#y occurs

.hen the recei!er actua##y recei!es the message that the sender intended to send/ Message reection

misinterpretation and misunderstanding are the opposite of effecti!e communication/

Non=e);# #n& Non=e);# Co''-n$*#t$on

though !er"a# and !isua# communications gain a #ot of conscious attention there are non*!er"a#

and non*sym"o#ic .ays of communicating such as space time and kinetics/ Cro.ded areas or #ack

of space send messages to the "rain .hich in turn can stimu#ate a different set of thoughts and a

different "eha!ioura# response/ The opposite is a#so true7 a spacious office or #i!ing room con!eys

different images/ In .estern cu#tures the use of time creates images e/g/ a "usy "ut organi;ed person

gi!es an impression of authority/ Thanks for your time immediate#y con!eys a respect for and an

appreciation of a seeming#y important persons time/ a "usy diary can proect an image of

importance/ I can suee;e you in on >riday at// imp#ies seniority in the re#ationship/ In the the

term .indo. is no. used for free time or space in a "usy diary/ ome ad!ertisements se## productsand ser!ices primari#y on time sa!ing con!enience "enefits/ In fact "anks are rea##y time machines

that a##o. an indi!idua# to mo!e for.ard in time "y "uying say house that .ou#d not norma##y "e

afforda"#e for 30 years/ >ina##y kinetics communicates/ +estures and mo!ements send messages/

%!en the simp#e s.ift c#icking of a "riefcase entering or #ea!ing a room or c#osing or not c#osing a

door can communicate/ Most of a## "ody #anguage and facia# gestures are po.erfu# communicators/

&n understanding of "ody #anguage a##o.s an indi!idua# to #earn more a"out .hat another person is

rea##y fee#ing/ & smi#e for examp#e communicates immediate#y effecti!e#y and direct#y/

Se'$ot$*.

The fie#d of semiotics 8or gemo#ogy9 opens up a rich discussion of ho. sym"o#s and signs are used

in communications particu#ar#y ad!ertising/ &udiences often unconscious#y percei!e images

stimu#ated "y certain sym"o#s/

3,

2 A T"eo)et$*# Un&e).t#n&$n% o+ M#),et$n% Co''-n$*#t$on.


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%nge# .arsha. and innear 81''49 demonstrated ho. )e!ers fa"ric softener nugg#es uses a

cudd#y teddy in its ad!ertising/ Caro# Moog ad!ertising consu#tant and psycho#ogist says that

The "ear is an ancient of aggression "ut .hen you create a teddy "ear you pro!ide a softer

nurturing side to that aggression/ &s a sym"o# for tamed aggression the teddy "ear is the perfect

image for a fa"ric softener that tames the rough of c#othing/

%nge# 5arsa. and innear comment7

The key point here is that if marketing communicators are not a.are of the su"t#e meaning of

sym"o#s then they are #ia"#e to communicate the .rong message/

Miss Moogs ad!ice to (ierre Cardin on its mens fragrance ad!ertisement .hich .as designed to

sho. men .ho are aggressi!e and in contro# sp#ashing fragrance .as accepted "ut reectedQ Miss

Moog sa. co#ogne gushing out of a pha##ic shaped "ott#e creating a conf#ict of images since it

sym"o#i;ed ma#e eacu#ation and #ack of contro#/

(ierre Cardin ackno.#edged that she .as pro"a"#y right "ut decided to keep the shot as it .as a

"eautifu# product shot p#us it encourages men to use our fragrance #i"era##y/ C#oser to home

+uinness used @utgers Dauers "#ack c#othes and "#onde hair in the no. c#assic +uinness

ad!ertisements to sym"o#i;e the pint of +uinness itse#f/

Co''-n$*#t$on. Mo&e.

o simp#e diagram can ref#ect a# the nuances and comp#exities of the communication process/ This

section some "asic theories and mode#s/

F$%-)e 1>A S$n%e Ste( Co''-n$*#t$on Mo&e

There are three fundamenta# e#ements in communication the sender 8or source9 the message and

the recei!er as sho.n "e#o./

A S$'(e Co'(-n*t$on. Mo&e

3'

ender Message @ecei!er


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This "asic mode# assumes that the sender is acti!e the recei!er is inacti!e or passi!e and the

message is comprehended proper#y/ In rea#ity this is rare#y the case/ &n understanding of the target

recei!er or audience he#ps to identify .hat is important to the audience and ho. sym"o#s signs and

#anguage are interpreted/ The message is dressed up or coded in an appropriate .ay sent through a

media channe# and if it gets through a## the other noise fina##y decoded "y the recei!er/ +uinnessad!ertisements "asica##y ask their target audience to drink +uinness "ut they are !ery carefu##y

coded/ >or examp#e it is not easy "eing a do#phin .ere the on#y .ords uttered in one of their

te#e!ision ad!ertisements/ The audience decodes the message 8correct#y or incorrect#y9 and

u#timate#y reects accepts stores or decides .hether to drink +uinness or not/ &midst and carefu#

coding and decoding there is noise the extraneous factors that distract or distort the coded messages

as in the figure "e#o./

F$%-)e 2> T"e Co''-n$*#t$on 0)o*e.. ?;#.e& on S*")#''@. 1955 Mo&e

The sender monitors feed"ack 8e/g/ .hether the recei!er changes his "eha!iour facia# expression

"e#iefs or attitudes9 so that the message 8and=or the channe# in .hich it is sent9 can "e modified or

changed/ 5ith so many other ad!ertisements out there it is easy to understand .hy so #itt#e

communication actua##y gets through and .orks on the target market/

40

oise

%ncodingenderMessage -ecoding @ecei!er

>eed"ack


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M#.. Co''-n$*#t$on.

-espite the attraction of one to one marketing mass communications such as te#e!ision ad!ertising

is sti## considered attracti!e "ecause it can reach a #arge audience uick#y and cheap#y 8.hencomparing the cost per thousand indi!idua#s contacted/ Much of this kind of mass ad!ertising is

ignored or distorted "y an indi!idua#s information processing system/ Do.e!er there is usua##y

.ithin the mass audience a percentage .ho are either acti!e#y #ooking for the particu#ar product

type or .ho are in a recepti!e state for this type of message/ Mass communication is therefore of

interest to many marketing communicator/ It is not the sing#e step process it .as considered to "e in

the ear#y mass communications/

This kind of inaccurate mode# of mass communication suggests that the sender has the potentia# to

inf#uence an unthinking and non*interacting cro.ded/ &udiences 8recei!ers9 are acti!e in that they

process information se#ecti!e#y and often in a distorted manner 8.e see .hat .e .ant to see9/

@ecei!ers 8the audience9 a#so ta#k to each other/ Apinion formers and opinion #eaders a#so inf#uence

the communications process/

at; and )a;ars fie#ds t.o*step hypothesis 81''


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around ce#e"rities and p#acing products a#ongside ce#e"rities 8e/g/ "randed minera# .ater on the top

ta"#e at press conferences or actua# ce#e"rities 8e/g/ "randed minera# .ater on the top ta"#e at press

conferences or actua# product p#acement in fi#ms/9 in B2B markets "#ue chip customers are opinion

#eaders and are much sought after as their presence on a customer #ist inf#uence other customers/

Both opinion formers and opinion #eaders can contri"ute to.ards credi"i#ity/ Credi"i#ity "efore!isi"i#ity means that a so#id p#atform of credi"i#ity shou#d "e de!e#oped "efore raising !isi"i#ity and

high profi#e acti!ities/

M-t$ Ste( Co''-n$*#t$on. Mo&e ?#

Communication is in fact a mu#tifaceted mu#ti step and mu#ti directiona# process/ Apinion #eaders

ta#k to each other/ Apinion #eaders ta#k to their #isteners/ )isteners ta#k to each other 8increasing#y

.ith discussion groups=internet groups9 and su"seuent#y feed "ack to opinion #eaders/ ome

#isteners=readers recei!e the message direct#y/

M-t$ Ste( Co''-n$*#t$on. Mo&e ?;

oise channe#s and feed"ack can "e added to the mu#ti step mode# to make it more rea#istic/ The

process of communicating .ith groups is fascinating/ +roups ro#es 8#eaders opinion formers=#eaders

and fo##o.ers9 group norms and group attitudes are considered in group inf#uence/ In fact a## the

inter!ening psycho#ogica# !aria"#es can "e added into the communications mode#s to sho. ho.

perception process/ The inter!ening !aria"#es and some more comp#ex mode#s of "uyer "eha!iour

are considered/

5ining o!er the opinion #eaders can "e key to any marketing communications campaign .hether

BB or B2C/ Take BB7 IBM #inked up .ith the Marketing ociety as its 3


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con!ersations/ 5or#d of mouth .orks much more uick#y on#ine than off#ine/ 5ith the Internet came

the easier faci#itation of customer communities .here customers can ta#k first to each other 8C2C9

and second#y "ack to the company 8C2B9/ The f#o. of communications e!entua##y "ecomes #ike a

.e" communications "et.een customers and opinion #eaders a## "ui#t around the "rand/

The company faci#itates these con!ersations/ In doing so it keeps c#ose to customers as if can #ook

and #isten to .hats "eing said/ It can a#so communicate easi#y .ith the customers and u#timate#y

de!e#op strong re#ations .ith them/ e.sgroup and discussion rooms hosted "y the "rand discuss

the "rand its app#ication pro"#ems issues ideas impro!ements and a "roader array of topics #inked

.ith some of the "rand !a#ues/ In a sense a .e" of con!ersations is spinning around the "rand/

Customers ta#k to each other/ >or examp#e more than ha#f of eBays customers come form referra#s

8@eichfie#d and chafter 20009/

The e*marketing team shou#d a#so monitor user group sites it does not host? some of the truths may

"e painfu# "ut extreme#y usefu#/ C2C communications can "e negati!e/ @emem"er the (entium chip

pro"#emF It spread #ike .i#dfire as the .orry spread on#ine/ C2C communications can a#so "e fue##ed

"y some customer groups .ho set up fake sites and hate sites that are spreading negati!e messages

a"out "rands/ Ane type of CC that is positi!e and in fact generates a #ot of "usiness is referra#

.here happy customers "ecome ad!ocates and recommend other customers/ &nother positi!e form

of C2C and (2( is ri!a# .here customers pass the message on/ This is acce#erated .ord of

announcements and in!itations are good for !ira# marketing/ &ffi#iate marketing a#so spreads

a.areness of a "rand among a community of re#e!ant customers .ho in turn to each other and can

spread ordinary or c#e!er !ira# messages among their o.n communities/ Imp#icate in a## of these

communications mode#s is permission "ased marketing/ In this time compressed information

c#uttered .or#d customers resent unso#icited pam/ %xce##ent e*marketers .in permission to send

future messages/ If the customer agrees a message is fina##y sent/

Indi!idua##y do ta#k to each other 8at #east


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&s marketing guru (hi#ip ot#er says Bad ne.s tra!e#s faster than good ne.s/ though this is not

in the rea#m of mass communications it does demonstrate ho. e!erything an organi;ation does

communicate something to someone some.here/

Un&e).t#n&$n% M-t$ 0"#.e Co''-n$*#t$on

5hether on#ine off#ine or integrated here is ho. an understanding of mu#ti phase communication

he#ps many ad!ertisers to communicate direct#y to the mass 8through the mass media9 and indirect#y

through opinion #eaders sty#e #eaders inno!ators ear#y adopters inf#uentia# indi!idua#s and opinion

formers/

&d!ertisers recogni;e than in each market there are sma##er target markets of opinion #eaders .ho

inf#uence other mem"ers in the marketp#ace/ Maor "rands can maintain their credi"i#ity "y ta#king

8ad!ertising9 specifica##y to these #eaders as .e## as ta#king to the mass through other media channe#s

8sometimes .ith messages tai#ored for the t.o groups9/ 5hether ad!ertising hi*fis fashion tennis

rackets or socia# issues mu#ti step communications can "e emp#oyed/

In the .or#d of fashion the #eaders re ca##ed sty#e #eaders/ %!en cu#t fashion products can "e mass

marketed "y carefu##y sp#itting the messages "et.een sty#e #eaders and the mass/ 5hi#e the #eaders

.ant to set themse#!es apart form the rest the mass market conscious#y and or unconscious#y #ooks

to the #eaders for suggestions a"out .hat to "uy/ The difficu#ty #ies .ith success as the mass*market

"uys more the #eaders #ose interest un#ess they are reinforced .ith "rand !a#ues that preser!e the

"rands credi"i#ity among the cognoscenti/ This is important "ecause if the #eaders mo!e a.ay today

the mass sa#es .i## e!entua##y start fa##ing a.ay next year after/ o in addition to the mass

ad!ertising some "rands use sma## use sma## audience targeted opinion #eader media to send the

right message to reinforce the #eaders re#ationship .ith the "rand/

Di*fi trendsetters need different kind of ad!ertising than ust co#our supp#ements .ith g#ossy "rand

images/ These inno!ators and ear#y adopters read additiona# maga;ines and #ook for more detai#ed

technica# information in music maga;ines or specia#ist hi*fi maga;ines "uyers guides etc/ #ess

kno.#edgea"#e "uyers often refer to a friend .ho is a "it of a music "uff 8inno!ator or adopter9 for

an opinion on a "rand of hi*fi "efore deciding to "uy/ ust getting the product into the hands of the

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opinion #eaders can he#p a "rand competing in a #arge market/ marketing guru ot#er suggest that

specia# offers to opinion formers can .ork .onders/

& ne. tennis racuet may "e offered initia##y to mem"ers of the high schoo# teams at a specia# #o.

price/ The company .ou#d hope that these star high schoo# tennis p#ayers 8of inf#uentia# indi!idua#s9

.ou#d ta#k up their racuet to other high scho#ars/

&n understanding of mu#ti phase communication processes can contri"ute something to the

de!e#opment of socia# issue campaigns #ike that concerning &I-/ The initia# stages of the campaign

.ere temporari#y restricted "y inaccurate editoria# co!erage/ ome ta"#oid ourna#ists .ere feeding

conf#icting messages to the same mass .hich the ad!ertising .as addressing .as addressing/ The

factua# ad!ertising .as s.itched into the press so that opinion formers 8ourna#ists9 cou#d hot .rite

any more conf#icting and inaccurate reports/

The po.er of inf#uentia# indi!idua#s and inf#uentia# organi;ations can a#so "e seen in industria#

markets/ &n entire industry may fo##o. .e##*respected and high#y successfu# companies initia##y/

Marketers in consumer markets can a#so focus on the peop#e .ho are the first to "uy ne. ideas/

Better information today can pro!ide a focused approach through data"ase marketing .hi#e the

imagery used can ref#ect the #ifesty#es attitudes and aspirations of these inno!ators=ear#y adopters

of fresh ideas/

5ho are these ear#y adopters of ne. products and ser!ices are they different form the other

potentia# customers in the same in the same marketF Do. do they adopt ne. products or ser!icesF

Is there a particu#ar type of process through .hich they passF The fina# section of this chapter

pro!ides some ans.ers/

!o)& o+ Mo-t"

5ord of mouth is the potent of a## the communications to##s/ (roduct=ser!ice ua#ity and customer

care great#y inf#uence .ord of mouth/ @ecord #a"e# Te#star has .orked .ith peaopp#esound/com

using its peop#e to recruit mo"i#e users 8and important#y their num"ers9 .ho then recei!e a Mis*

tee mo"i#e #ogo and ring*tones/ The Body hop a!oids ad!ertising yet ha!e a#so succeeded through

.ord of mouth/ 5ord has spread a"out the ne. .e" company ua/ though it is physica##y "ased

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in Ire#and .ord of mouth has encouraged o!er 100000 "usiness executi!es to su"scri"e to its free

e#ectronic .e" sur!eys/ Many Internet campaigns are designed to encourage the most potentia# too#

.ord of mouth/ @egard#ess of source and often regard#ess of fact peop#e do ta#k/ @umours can

spread #ike .i#dfire .ithout any mass ad!ertising/ (eop#e do ta#k to each other .hether opinion

formers opinion #eaders groups of peop#e ta#king on the Internet on chat sho.s or on street corners/

A&o(t$on Mo&e

e!era# different hierarchica# message mode#s/ The adoption mode# 8@ogers 1'629 is one of these/ It

attempts to map the menta# process though .hich an indi!idua# passes on his ourney to.ards

purchasing and u#timate#y adopting 8or regu#ar#y purchasing9 a ne. product or ser!ice/

This some.hat simp#istic hierarchica# mode# is ne!erthe#ess usefu# for identifying first

communication o"ecti!es and second the appropriate communications too#s/

>or examp#e te#e!ision ad!ertising may create a.areness .hi#e a .e##*trained sa#esman of expert#y

designed "rochure may he#p the indi!idua# in the e!a#uation stage/ In rea#ity the process is not

simp#y hierarchica#/ ome indi!idua#s more direct#y from a.areness to trai# .hi#e others #oop

"ack.ards form the #ater stages "y ne!er actua##y getting around to trying the ne. idea

su"seuent#y forgetting it and then ha!ing to go through "eing made a.are o fit again/ @ogers .as

a#so interested in ho. a ne. idea spreads or diffuses through a socia# system or market/ De deafened

diffusion as the spread of a ne. idea from its source of in!ention or creation Ito its u#timate users or

adopters/ e!era# groups .ho mo!ed to.ards adoption : at different rates .ere identified/ The first

groups try a ne. product .ere ca##ed inno!ators?/ They represent approximate#y 2/< per cent of a##

of the "uyers .ho .i## e!entua##y adopt the ne. product/ Their profi#e .as different from those .ho

.ere #ast to try a ne. idea 8the #aggards9/ Apinion #eader characteristics .ere part of the

inno!ators/ The key to the market is to identify iso#ate and target resources at the inno!ators rather

than e!eryone 8,4 per cent .i## not "uy the product unti# they se the inno!ators and ear#y adopters

.ith it first9/ The ear#y adopters are the second group to adopt a ne. idea 8they represent 13/< per

cent of the tota# market9 fo##o.ed "y the ear#y maority 834 per cent9 the #ate maority 834 per

cent9 and the #aggards 816 per cent9/

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%ach group has a different profi#e encompassing income attitudes socia# integration etc/ inno!ators

are !enturesome socia##y mo"i#e and key #ikes to try that are ne./ The ear#y adopters tend to "e

opinion #eaders .ho carefu##y adopt ne. ideas ear#y/ In the retai# sector ie#sen identified ear#y

adopters as mu#tip#e card ho#ders 8among other things9 .ho are !ery different form sing#e

cardho#ders in that they are significant#y more promiscuous in their usage/ The ear#y maority adoptsear#ier than the maority of the market and they are e!en more carefu# a#most de#i"erate in their

"uying process/ The #ate maority on#y adopt after they ha!e seen the maority of peop#e try it/ They

tend to "e skeptica#/ The #aggards are se#f*exp#anatory tradition "ound and the #ast to adopt/

Many of the pre!ious#y discussed mode#s offer some insight into the communication process "ut

a#most in!aria"#y they distort or o!ersimp#ify the process of communication/

T"e Co'(e< -)%e) -/e)

5hy "uy a "urgerF The ans.er might "e as simp#e as "ecause I .as hungry so I "ought a Big Mac/

The rea# reason ho.e!er may "e uite different/ (erhaps the "uyer .as in a recepti!e state for food

"ecause of the time of the day/ In the dame .ay that a stimu#us such as a "e## for (a!#o!s dog can

cause a dog to sa#i!ate the high#y !isi"#e ye##o. Mc-ona#ds #ogo can act as a stimu#us to the

customer to remind him of food and arouse fee#ings of hunger e!en sa#i!ation/ (erhaps the ye##o.

#ogo a#so acts as a cue "y triggering memories of the happy ad!ertising images .hich are #earned

and stored in memory "ankF

& teenage "urger "uyer may prefer Mc-ona#ds "ecause friends hang out there and it fe##s nice to "e

in .ith the in*cro.d 8Mas#o.s need to "e accepted or #o!ed? see moti!ation9/ May "e the friend#y

image and the uick ser!ice simu#taneous#y satisfies t.o "asic needs : #o!e and hungerF Many

con!enience purchases today are in fact thing e#se to satisfy another need/ It is #ike#y that "uyers

h

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10031.Unit 2marketing Communication

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