MKTG2004 Week 8 Promotion Part 1 PDF

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MKTG2004 Marketing Week 8 Dr Julie Francis 2019 Semester 2

Week 8

Promotion Part 1: IMC & the Communication Process

Reading for Parts 1 & 2 Grewal & Levy (2019) Ch. 17, 18 & 19

Where Are We? Week 1

2 3

Marketing Phases

Diagnosing the Market

Marketing orientations & the marketing mix Conscientious marketing, CSR & ethical decisions Options & tools for strategy development & planning

Marketing Strategy

Consumer behaviour & decision processes Selecting objectives Segmenting, targeting & positioning

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Topics

Marketing Tactics    

Products Promotion Price Place

Products, branding & the product life-cycle Service products & non-profit organisations Integrated Marketing Communications & comms process Advertising & public relations Five Cs of pricing & pricing tactics Marketing channels, supply chains & omni-channeling

Dr Julie Francis 2019

This resource includes copyright material. Reproduction or distribution is not permitted. For details see https://anulib.anu.edu.au/research-learn/copyright/copyright-students

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MKTG2004 Marketing Week 8 Dr Julie Francis 2019 Semester 2

Today 1. Integrated Marketing Communications (IMC) 2. IMC Case Study: Dare Campaign 3. The Communication Process 4. Review Questions 5. What’s Next

Dr Julie Francis 2019

Objectives • Discuss the nature & purpose of IMC • Identify the types communication activities that get integrated • Examine an award-winning IMC campaign • Explain the communication process model

• Introduce response hierarchy models & the pathways to persuasion

Dr Julie Francis 2019

This resource includes copyright material. Reproduction or distribution is not permitted. For details see https://anulib.anu.edu.au/research-learn/copyright/copyright-students

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MKTG2004 Marketing Week 8 Dr Julie Francis 2019 Semester 2

1. Integrated Marketing Communications …process of planning, executing, evaluating & controlling the use of the various communications tools to effectively communicate with target audiences

Dr Julie Francis 2019

Advertising

Public Relations

Sales Promotion

Non-personal, paid communication in which the product or company is identified

Executing programs of public interest to earn understanding and acceptance

Other marketing activities that stimulate purchases e.g., bonus offer, coupons, rebate, loyalty, contests

Personal Selling

Social Media

Interpersonal communication between sales rep & prospective buyers in to influence purchase

Promotional tools used to facilitate conversations among people online

Dr Julie Francis 2019

This resource includes copyright material. Reproduction or distribution is not permitted. For details see https://anulib.anu.edu.au/research-learn/copyright/copyright-students

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MKTG2004 Marketing Week 8 Dr Julie Francis 2019 Semester 2

2. IMC Case Study: Dare Campaign

https://www.youtube.com/watch?v=67QZXKuYaQY&list=PL2gBWWj3UP5PjSEAL36Oi0PRmLK6BheO&index=9 Dr Julie Francis 2019

Your Thoughts What were the key take away points for you? Did anything about this case surprise you?

How many channels does your group project client use? How many should they use?

Dr Julie Francis 2019

This resource includes copyright material. Reproduction or distribution is not permitted. For details see https://anulib.anu.edu.au/research-learn/copyright/copyright-students

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MKTG2004 Marketing Week 8 Dr Julie Francis 2019 Semester 2

Integration Barrier

https://marketoonist.com/2008/07/silo-farming.html Dr Julie Francis 2019

3. The Communication Process Communication • Passing of information or exchange of ideas • Establishing a commonness of thought between sender & receiver • Inform, persuade, remind, motivate

Dr Julie Francis 2019

This resource includes copyright material. Reproduction or distribution is not permitted. For details see https://anulib.anu.edu.au/research-learn/copyright/copyright-students

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MKTG2004 Marketing Week 8 Dr Julie Francis 2019 Semester 2

Model of Communication Process

Sender’s Field of Experience Source / Sender

Encoding

Receiver’s Field of Experience

Message Channel

Decoding

Receiver

Noise Feedback

Response

Dr Julie Francis 2019

Sources of Distortion • Prior learning & experience • Irrelevant or distracting cues / signals • Persistence of first impressions

• Expectations • Misinterpretation • Stereotypes • Confirmation bias

• Halo effect • Illusion of knowledge Dr Julie Francis 2019

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MKTG2004 Marketing Week 8 Dr Julie Francis 2019 Semester 2

Using Misinterpretation

https://www.youtube.com/watch?v=H4SpQqP2zuU Dr Julie Francis 2019

Response Hierarchy Models

Dr Julie Francis 2019

This resource includes copyright material. Reproduction or distribution is not permitted. For details see https://anulib.anu.edu.au/research-learn/copyright/copyright-students

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MKTG2004 Marketing Week 8 Dr Julie Francis 2019 Semester 2

Elaboration Likelihood Model (ELM) • Looks at how we process & respond to messages

• Identifies two routes, or pathways, to attitudinal change Central Route to Persuasion • Highly motivated & able to process detailed message content • Greater focus on details Peripheral Route to Persuasion • Lower motivation & ability to process content • Greater focus on peripheral cues

Dr Julie Francis 2019

Paths to Persuassion

https://www.youtube.com/watch?v=HzevRHUEnVI

Dr Julie Francis 2019

This resource includes copyright material. Reproduction or distribution is not permitted. For details see https://anulib.anu.edu.au/research-learn/copyright/copyright-students

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MKTG2004 Marketing Week 8 Dr Julie Francis 2019 Semester 2

Elaboration Likelihood Model

Belch & Belch (2018) Dr Julie Francis 2019

Central vs. Peripheral Route

https://www.youtube.com/watch?v=SsWo cikXPK4

https://www.youtube.com/watch?v=ppIsJa XIRoA

Dr Julie Francis 2019

This resource includes copyright material. Reproduction or distribution is not permitted. For details see https://anulib.anu.edu.au/research-learn/copyright/copyright-students

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MKTG2004 Marketing Week 8 Dr Julie Francis 2019 Semester 2

4. Review Questions 1. What is IMC? 2. What gets integrated & why? 3. What were the key points from the Dare campaign case study? 4. Explain the communication process model 5. Explain & compare the central & peripheral routes to persuasion

Dr Julie Francis 2019

5. What’s Next Group Project • Wiki Tasks & Timeline page should be sorted

Topic Reports • Marking & QA process being finalised ahead of results release Tutorials • Video case will look at IMC & digital advertising  Likely to be relevant for marketing audit analysis & recommendations

Next Lecture • Promotion Part 2 delves into specific activities in the promotions mix Dr Julie Francis 2019

This resource includes copyright material. Reproduction or distribution is not permitted. For details see https://anulib.anu.edu.au/research-learn/copyright/copyright-students

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MKTG2004 Marketing Week 8 Dr Julie Francis 2019 Semester 2

References Belch, G. and Belch, M. (2018). Advertising and Promotion: An Integrated Marketing Communications Perspective 11th Edition, McGraw-Hill Australia. Grewal, D & Levy, M 2019, M: Marketing 6th Edition, McGraw-Hill Education, New York. Lamb, C, Hair, J, McDaniel, C, Summers, J & Gardiner, M 2016, MKTG3, Cengage, Melbourne

Dr Julie Francis 2019

This resource includes copyright material. Reproduction or distribution is not permitted. For details see https://anulib.anu.edu.au/research-learn/copyright/copyright-students

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