Marketing communications – Week 8 PDF

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Marketing communications – Week 8, sponsorship, sustainable marcoms, ethics and global marcoms Sponsorship Sponsor

Is about involvement outside of an individual’s or company’s normal range of activity. Is a provider of funds, resources or services, to an individual event or organisation in return for some rights and associations usually to be used for commercial advantages. Philanthropy Patronage of… - Arts - Music - Theatre - Charity Commercialisation Sponsorship of… - Arts - Music - Theatre - Charity - Sport - TV/radio - Films - events Sponsorship Maintains elements of philanthropy and social consciousness and is primarily viewed as commercial arrangements. For big brands who are targeted consumers, sponsorship today is carefully though through as any marketing tool. How sponsorship works? Cognitive paradigm - that sponsorship works though associations that consumers make between the brand the event. Behavioural paradigm - that enjoyment of a sponsored event may act as a reinforcement of previous experiences with the brand Cause related sponsorship Closest to original philanthropic origins of sponsorship but largely based on consumers positive attitude to organisations that support a good cause.

Sponsorship overlap

Sponsorship objectives

Sponsorship problems

Awareness - making a target audience aware of organisers image building - associating organisations with a cause or event citizenship - developing bonds with the community after perception - change people’s attitudes to the brand hospitality - build trade relationships internal marketing - motivating employees media attention - leveraging sponsorship news value shareholders - reassurance of organisational success and/or corporate altruism and/or corporate responsibility Negative associations Focus for protests

Cause related marketing

Sustainable marketing communications

Ambush marketing Ethical considerations Sponsorship clutter Evaluation The design of corporate initiatives that enable channels to have a profit from a revenue – providing exchange that fits both the customer and company objectives. Previous research suggests that altruistic behaviour is driven by moral emotions such as pride and guilt. Consumers prefer charity incentives, rather than promotions when buying frivolous versus practical products. Marketers claim to serve societal needs by informing customers of the availability of goods and services to improve their quality of life. The process of promoting, selling and distributing a product or service in a sustainable market in such a way as to educate customers of the multiple benefits of valuing human, economic and natural capital. Marketing can contribute to a sustainable society: - marketing is central to global society and can encourage us to recycle, reuse, buy fair trade etc. - create awareness of the product or service - educate or provide information about the product, brand, and/or company - remind or reassure customers about the brand - persuade potential customers to buy the brand - reward buyers for purchasing the brand - improve the company or brand image - establishing and maintaining the environmental creditability of a firm, its brand and its products - educating a broad range of stakeholders about environmental issues

Sustainable marcoms Sustainability and consumption

Barriers to sustainable marcoms

Sins of sustainable marcoms Ethics in marcoms

Sustainable marketing communications as messages and media directed to any of an organisation’s stakeholders for the purpose of achieving the organisations marketing and sustainability objectives. The concept of sustainability becomes part of our consumption process and decision making.

Losing sight of the basics - too much focus on sustainability goals and overlooking traditional marketing objectives clouding the brand story - sustainability is only part of the brand story, maintain clear and consistent identities while being able to evolve with changing marketing forces misreading the target audience - green market is not a homogenous market Greenwashing Astroturfing (the practice of masking the sponsors of a message or organization) Government actions – consumer protection Ethical marketing is a set of moral principles concerned with social well-being as related to marketing practises. Honesty - being truthful with our customers and stakeholders

Fostering ethical marketing requires Shock advertising

Children marketing and social responsibility International advertising and promotion

responsibility - accepting consequences of marketing decisions/strategies fairness - balance the need or buyers with interest of sellers respect - acknowledging the basic human dignity of all stakeholders openness - creating transparency in our marketing operations citizenship - fulfilling the economic, societal and legal responsibility that services stakeholders in a strategic manner The recognition of ethical problems. The awareness of concept and tools to address these problems An appreciation that ethical problems are not individual but organisational and societal Form of advertising created to startle people/fear appeal. Often offends its audience by violating social norm and personal ideas Main purpose is to attract the public to an issue or to raise awareness. Brand has to manage balance between shock and reality. Children are in a materialistic trap Unintended social consequences National and domestic markets have limitations. Going global with a product and brand offers new opportunities: - expansion - unsaturated markets - new competition - new favourable marketing environments - new target groups - survival technique for companies need to transcend political and cultural dimensions.

Global integrated marcoms – standardisation

Global marcoms

Uniform product Creating a universal promotional message Language different but same marketing message. Benefits: - lower advertising costs - global advertising coordination - consistent global image Consumerism: - low consumerism = underdeveloped or unsophisticated markets - high consumerism = developed or highly sophisticated markets low: - product attributes - rational thinking – info about products high: - product benefits

Global integrated marcoms – adaptation

- emotional thinking = symbols and meanings of the product Marketing messages are designed for individual countries – regional adaptation Product adaptations – communication extensions: changes made to product and same communications strategy Dual adaptation – changes are made to the product and the communication strategy....