Marketing Communications - Heriot-Watt University

Transcription

MarketingCommunicationsChris FillBarbara JamiesonMM-A1-engb 1/2014 (1039)

This course text is part of the learning content for this Edinburgh Business School course.In addition to this printed course text, you should also have access to the course website in this subject,which will provide you with more learning content, the Profiler software and past examination questionsand answers.The content of this course text is updated from time to time, and all changes are reflected in the versionof the text that appears on the accompanying website at http://coursewebsites.ebsglobal.net/.Most updates are minor, and examination questions will avoid any new or significantly altered material fortwo years following publication of the relevant material on the website.You can check the version of the course text via the version release number to be found on the frontpage of the text, and compare this to the version number of the latest PDF version of the text on thewebsite.If you are studying this course as part of a tutored programme, you should contact your Centre forfurther information on any changes.Full terms and conditions that apply to students on any of the Edinburgh Business School courses areavailable on the website www.ebsglobal.net, and should have been notified to you either by EdinburghBusiness School or by the centre or regional partner through whom you purchased your course. If this isnot the case, please contact Edinburgh Business School at the address below:Edinburgh Business SchoolHeriot-Watt UniversityEdinburghEH14 4ASUnited KingdomTel 44 (0) 131 451 3090Fax 44 (0) 131 451 3002Email enquiries@ebs.hw.ac.ukWebsite www.ebsglobal.netThe courses are updated on a regular basis to take account of errors, omissions and recentdevelopments. If you'd like to suggest a change to this course, please contactus: comments@ebs.hw.ac.uk.

Marketing CommunicationsChris Fill is Principal Lecturer in Marketing and Strategic Management at the University of Portsmouth.He is also the Senior Examiner for the Marketing Communications module offered by the CharteredInstitute of Marketing on the Professional Diploma Programme, in addition to being a Fellow of the CIM.He is the author of Marketing Communications: engagement, strategies and practice, currently in its fourthedition, and is the co-author, with Karen Fill, of Business-to-Business Marketing: Relationships, Systems andCommunications.Barbara Jamieson is a Senior Teaching Fellow and Marketing course leader. With an extensive careerin industry and academia, she brings a wealth of practical and theoretical knowledge to her teaching.Before entering academia she built up more than 15 years’ commercial experience in advertising,marketing research and marketing consultancy. She holds an MBA, an honours degree in businessorganisation, and is a Chartered Marketer.Barbara Jamieson delivers a broad range of marketing-related courses across the MBA, MSc and DBAprogrammes. As well as her teaching roles, she supports faculty in the Edinburgh Business Schoolinternational learning partner network to promote quality in programme delivery, with particularemphasis on using the case method approach.Since 2005 she has played a leading role in several projects supported by the Global Business SchoolNetwork to build management education capacity in Kenya, involving seminars and workshops topromote case method teaching and develop case writing skills among university faculty.She is pursuing doctoral-level research on the relationship between distance learning student characteristics, the student learning experience and learning outcomes. She is leading a related initiative to explorehow new technology can enrich the student learning experience.

First Published in Great Britain in 2006. C. Fill 2006The rights of Chris Fill and Barbara Jamieson to be identified as Authors of this Work has been assertedin accordance with the Copyright, Designs and Patents Act 1988.All rights reserved; no part of this publication may be reproduced, stored in a retrieval system, ortransmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwisewithout the prior written permission of the Publishers. This book may not be lent, resold, hired out orotherwise disposed of by way of trade in any form of binding or cover other than that in which it ispublished, without the prior consent of the Publishers.

ContentsPrefaceA World of Marketing CommunicationsOverview of the Course TextStructure of the TextPART 1INTRODUCTION TO MARKETING COMMUNICATIONSModule 1Introduction to Marketing Communications1.1Introduction1.2The Concept of Marketing as an Exchange1.3The Role of Communication in Exchange Transactions1.4Marketing Communications and the Process of Exchange1.5Defining Marketing Communications1.6The Role of Marketing Communications1.7The Marketing Communications Mix1.8Effectiveness of the Promotional Tools1.9Selection Criteria1.10 Management of the Promotional Tools1.11 Context and Marketing Communications1.12 Communication DifferencesLearning SummaryReview QuestionsCase Study 1.1Module 2Communication Theory2.1An Introduction to the Communication Process2.2Linear Model of Communication2.3Influences of the Communication Process2.4Word-of-Mouth Communications2.5Process of Adoption2.6Process of Diffusion2.7Interactional Approaches to Communications2.8Relational or Contextual Approaches to Communications2.9Network Approaches to CommunicationsLearning SummaryReview QuestionsCase Study 2.1: Using opinion formers at HSBCMarketing Communications Edinburgh Business 222/242/242/262/262/272/31v

ContentsPART 2UNDERSTANDING HOW MARKETING COMMUNICATIONS WORKSModule 3Understanding How Consumers Process Information3.1Introduction3.2Cognitive Theory3.3Personality3.4Perception3.5Marketing and Perception3.6Learning3.7Attitudes3.8Changing Attitudes with Marketing CommunicationsLearning SummaryReview QuestionsCase Study 3.1: Changing attitudes at PerHairModule 4Customer Decision-MakingHow Marketing Communications Might /113/133/213/263/323/323/374/14.1Introduction4.2A General Buying Decision-Making Process4.3Types of Consumer Decision-Making4.4Perceived Risk4.5Involvement Theory4.6Hedonic Consumption4.7Consumer Decision-Making Processes4.8Organisational Buying Decision Processes4.9Unifying Models of Buyer Decision-MakingLearning SummaryReview QuestionsCase Study 4.1: MotorolaModule 53/1IntroductionContext – Strategy and Marketing CommunicationsThe Emergence of Marketing CommunicationsThe Role of Marketing CommunicationsHow Does Marketing Communications Work?Cognitive ProcessingElaboration Likelihood ModelInteraction, Dialogue and RelationshipsDeveloping Significant ValueTowards a Model of Marketing urgh Business School Marketing Communications

ContentsLearning SummaryReview QuestionsCase Study 5.1: Of course I’m worth it aren’t I?PART 3STRATEGIES AND PLANNINGModule 6Marketing Communications: Strategies and Planning6.1Introduction6.2Understanding Strategy6.3Market Segmentation6.4The 3Ps of Marketing Communications Strategy6.5Strategic Balance6.6Internet Strategies6.7Developing a Marketing Communications Plan6.8The Marketing Communications Planning Framework (MCPF)6.9A Framework For Integrated Marketing Communications Plans6.10 Links and Essential PointsLearning SummaryReview QuestionsCase Study 6.1: AHFModule 7Marketing Communications: Objectives and Positioning7.1Introduction7.2The Role of Objectives in Corporate Strategy7.3The Role of Promotional Objectives and Plans7.4Derivation of Promotional Objectives7.5The Need for Realism when Setting Promotional Objectives7.6SMART Objectives7.7Positioning: An Introduction7.8The Development of the Positioning Concept7.9The Positioning Concept7.10 Developing and Managing a Position7.11 Positioning Strategies7.12 RepositioningLearning SummaryReview QuestionsCase Study 7.1: Panorama AirwaysModule 7/207/227/317/337/347/38Branding and the Role of Marketing Communications8/18.18/2IntroductionMarketing Communications Edinburgh Business Schoolvii

Contents8.2Brand Characteristics8.3Benefits of Branding8.4Brand Portfolios: Architecture and Forms8.5The Strategic Role of Branding8.6The Role of Marketing Communications in Branding8.7Business-To-Business Branding8.8Online Branding8.9Brand EquityLearning SummaryReview QuestionsCase Study 8.1: Bioform Module 9Module 10Corporate Identity, Reputation and Branding9/19.1Introduction9.2Corporate Identity or Corporate Branding?9.3Corporate Communications9.4Dimensions of Corporate Image9.5Elements of Corporate Identity9.6Corporate Reputation9.7Strategy and Corporate Identity/ImageLearning SummaryReview QuestionsCase Study 9.1: Taylor Nelson Sofres9/29/29/49/69/79/149/169/229/239/27Financial Resources for Marketing Communications10/110.1 Introduction10.2 Trends in Promotional Expenditure10.3 The Role of the Promotional Budget10.4 Benefits of Budgeting10.5 Difficulties Associated with Budgeting for Communications Spend10.6 Models of Appropriation10.7 Techniques and Approaches10.8 Competitive Parity10.9 Advertising-To-Sales Ratio10.10 Share of Voice10.11 Appropriation Brand Types10.12 The Value of Brand Communications10.13 Profit Impact on Market Strategy (PIMS)10.14 Which Methods are Most Used?10.15 Budgeting for the Other Elements of the Promotional MixLearning 10/1910/2110/2310/2410/25Edinburgh Business School Marketing Communications

ContentsReview QuestionsCase Study 10.1: XionieneModule 11Evaluating Marketing Communications11.1 Introduction11.2 The Role of Evaluation in Planned Communications11.3 Pre-Testing Finished Advertisements11.4 Physiological Measures11.5 Post-Testing11.6 Other Tests11.7 Sales Promotion11.8 Using Technology to Evaluate Sales Promotions11.9 Public Relations11.10 Sponsorship11.11 Personal Selling11.12 Online CommunicationsLearning SummaryReview QuestionsCase Study 11.1: East Coast WirelessPART 4THE MARKETING COMMUNICATIONS MIX: DISCIPLINES ANDAPPLICATIONSModule 12Advertising and StrategyModule 811/1911/2511/2511/2911/3111/3211/3612/112.1 Introduction12.2 The Role of Advertising12.3 Emotion in Advertising12.4 Advertising Models and Concepts12.5 The Strong and Weak Theories of Advertising12.6 Using Advertising Strategically12.7 Advertising to EngageLearning SummaryReview QuestionsCase Study 12.1: ‘Artist’ and 2212/2312/26Advertising Messages and Creative Approaches13/113.113.213.313.4IntroductionMessage SourceMessage BalanceMessage StructureMarketing Communications Edinburgh Business School13/213/213/1013/11ix

Contents13.5 Message Presentation13.6 Advertising TacticsLearning SummaryReview QuestionsCase Study 13.1: Brand revivalModule 1413/1313/2013/2213/2413/28Media Behaviour and Planning: Delivering The Message14.1 Introduction14.2 Media-Switching Behaviour14.3 Vehicle Selection14.4 Media Planning Concepts14.5 Effective Frequency14.6 Recency Planning14.7 Media Usage and Attitudes14.8 Efficiency14.9 Media Source Effects14.10 SchedulingLearning SummaryReview QuestionsCase Study 14.1: thetrainline.comModule /2514/2514/29Sales Promotion15/115.1 Introduction15.2 Understanding the Value of Sales Promotions15.3 The Role of Sales Promotion15.4 Sales Promotion Plans: The Objectives15.5 An Overview of How Sales Promotions Work15.6 Loyalty and Retention Programmes15.7 The Strategic Use of Sales Promotions15.8 Methods and Techniques15.9 Sales Promotions: Manufacturers to Resellers15.10 Sales Promotions: Resellers to Consumers15.11 Sales Promotions: Manufacturers to Consumers15.12 Sales Promotions: The Salesforce15.13 Other Sales Promotion AidsLearning SummaryReview QuestionsCase Study 15.1: Esporta 915/2415/2515/3815/3915/4015/4015/45Edinburgh Business School Marketing Communications

ContentsModule 16Public Relations and Sponsorship16.1 Introduction16.2 Characteristics of Public Relations16.3 Publics or Stakeholders?16.4 A Framework of Public Relations16.5 Corporate Public Relations and Marketing Public Relations16.6 Objectives of a Public Relations Plan16.7 Cause-related Marketing16.8 Public Relations Methods and Techniques16.9 Lobbying16.10 Corporate Advertising16.11 Crisis Management16.12 Crisis for Online Brands16.13 Integration of Public Relations in the Promotional Mix16.14 Sponsorship16.15 The Growth and Development of Sponsorship16.16 Sponsorship Objectives16.17 How Sponsorship Might Work16.18 Theoretical Aspects of Sponsorship16.19 Types of Sponsorship16.20 The Role of Sponsorship in the Promotional MixLearning SummaryReview QuestionsCase Study 16.1: Promoting town centre retailingModule 17Direct Marketing17.1 Introduction17.2 The Role of Direct Marketing17.3 Types of Direct Brand17.4 The Growth of Direct Marketing17.5 The Role of the Database17.6 Direct Response Media17.7 Integration and Direct Marketing17.8 Supporting the Salesforce17.9 Multichannel SellingLearning SummaryReview QuestionsCase Study 17.1Marketing Communications Edinburgh Business 7/1917/2017/2117/2517/2617/28xi

ContentsPART 5MARKETING COMMUNICATIONS FOR SPECIAL AUDIENCESModule 18Internal Marketing CommunicationsAppendix 118.1 Introduction18.2 Member/Non-member Boundaries18.3 Purpose of Internal Marketing18.4 Organisational Identity18.5

Marketing Communications Chris Fill is Principal Lecturer in Marketing and Strategic Management at the University of Portsmouth. He is also the Senior Examiner for the Marketing Communications module offered by the Chartered Institute of Marketing on the Professional Diploma Programme, in addition to being a Fellow of the CIM.