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Marketing & Digital Communications
MKTG3019
Know the industry
Read 1 x article from one of these sites before
you come to the class
https://mumbrella.com.au/ http://www.adnews.com.au/
https://www.adweek.com/
Communication
Framework
Learning Objectives
LO1: Segmentation and Targeting
LO2: Communicational Framework (AIDA,
Hierarchy of Effects Model, TORA, ELM, Attitude)
LO3: RACE Framework
What did you learn from
the video on vUWS
Module 2
LO1: Segmentation and
Targeting
• Market segment: a group of customers who
share a similar set of needs and wants.
• Segmentation allows for effective delivery of the
marketing message.
• Segmentation is based on a group of consumers
having similar needs and wants, and also sharing
similar consumption behaviours.
Targeting
Targeting
Separate consumers into
similar product-related
needs
Identify consumers with

Segments share similar needs and wants
Measurable, accessible,
demographics,
profitable and actionable
values/lifestyles
characteristics Group consumers
behavioural characteristics
according to segmentation
variables
Select groups large enough

to support customised
marketing strategies
Targeting
• Traditionally used after a product launch, segments are based on
how people behave (with respect to a product):
• brand usage
• product category usage
• level of product usage (number of times the product was purchased).
• Online behavioural targeting:
• Tracking visitors’ online site-selection creates a date profile of the
visitor which can be used to place the visitor into a target segment.
Data can include:
• pages visited
• length of time spent on a page
• links clicked
• searches performed.
Targeting
• Three simple and effective ways to help you
easily find your target market and demographic
audience:
• Geotargeting: IP-based targeting
• Dayparting: restricting display ads to potential
customers
• Domain management: Data and online presence
protection
Targeting
• Demographic
• Geo-demographic
• Values and lifestyle
Targeting
Demographic trends
Population growth
Changing age
and geographical
structure
dispersion
Changing
household Ethnic groupings
composition
Targeting
Australian age structure
Children & Baby boomer 65+
15–64 y.o. Middle age
tweens (17% of pop.) (14.4% of pop.)
• 6–14yrs • Baby boomer • Attractive • Middle age: • Relatively high
(b. 1946–1960) market for aged 35–54 levels of
• Directly pharmaceuticals discretionary
influence the • Gen X and high-tech • Growing income
purchase of (b. 1961–1976) products importance to
everyday marketers • Have the most
products • Gen Y • Relatively assets of any
(b. 1976–1991) affluent age group
• Primary decision
makers in • Provide a • Advertising
buying toys general market models should
(53%) and for imported portray this
breakfast vehicles and segment as
cereals (46%) financial active, busy and
investments concerned with
health and
vanity
Class Activity - 20 minutes
Develop an infographic:
- Demographic profile of the population for the group report
- Age, gender, education, income, ethnicity
https://www.canva.com/create/infographics/
Targeting
Geo-demographic
• Geography and demographic (e.g. Boomers living
in Parramatta)
Targeting
Values and Lifestyle
• Based upon AIO – Activities, Interests and Opinions.
• Demographic segmentation tells us who makes
consumer choices, but AIO suggests why consumers
make choices.
• Has a greater influence on buying behaviour than
demographics.
• More difficult to measure than demographics.
• Example: Gatorade energy drink is marketed to
young males engaging in strenuous exercise (lifestyle
factor).
Targeting
AIO Components
Go to vUWS Module 2: AIO activity 1
- Describe the activity segment for:

- Describe the interest segment for:

- Describe the opinion segment for:

LO2: AIDA
LO2: Hierarchy of Effects Model
• Awareness
• Knowledge
• Liking
• Preference
• Conviction
• Purchase
LO2: Hierarchy of Effects Model
• Moving consumers
from one goal to the
next
LO2: Theory of Reasoned Action
• planned and reasoned behaviour

• Consumers’ attitudes towards a brand (ABj) is determined by
their beliefs (bij) about the outcomes (i), or consequences, of
owning the brand weighed against the evaluations (ei) of those
outcomes (i)
• ABj = attitude towards particular brand

• bij = beliefs
• ei = positive or negative evaluation
LO2: Theory of Reasoned Action
Attitude-change Strategies
• Change beliefs. bij

• Alter outcome evaluations. ei
• Introduce a new outcome into the
evaluation process. ei
McDonald’s lighter choice menu in

an attempt to change Beliefs.
LO2: Elaboration Likelihood Model
LO2: Elaborate Likelihood Model
LO2: Attitude
• Attitudes are either a positive or negative

predisposition towards a person, an object or an
issue.
• Attitudes:
- are learned
- are relatively enduring
- influence behaviour. Attitudes Persuasion
LO2: Attitude
• Attitudes are either a positive or negative

predisposition towards a person, an object or an
issue.
• Attitudes:
- are learned
- are relatively enduring
- influence behaviour. Attitudes Persuasion
LO2: Attitude
Tri-component model of attitudes
Go to vUWS Module 2: Attitude activity 1
- Describe the cognitive component of attitude for:

- Describe the affective component of attitude for:

- Describe the conative component of attitude for:

LO3: Race Framework
Building
Awareness
Reach
Act
Unique
Visitors
Convert
Revenue per
visit
Engage
LO3: Race Framework
Engage
with
audience
Reach
Act
Bounce
rate
Convert Lead
conversion &
pages per visit
Engage
LO3: Race Framework
Achieve
conversion
(fans, leads
or sales)
Reach
Act
Conversion
rate
Convert
Sales, revenue
and margins
Engage
LO3: Race Framework
Build
relationship
Reach
Act
% active
hurdle
rates
Convert
Fan engagement &
repeat conversion
Engage
Class Activity – 15 minutes
Group Formation
- Agency name
- Group members’ name and student id
Individual’s Roles
- Account Manager
- Brand Strategist
- Creative Director
- Production Manager
- Media Planner
Next Session:
LO1: Meaning of Colours &
Culture cues
LO2: Advertising Appeals
LO3: Message Execution
MKTG3019
Know the industry
Persuasion in
Communications
Learning Objectives
LO1: Meaning of Colours & Culture cues
the video on vUWS
Module 3
Culture cues
• Meanings can be considered the perceptions (thoughts)
and affective reactions (feelings) of the receiver.
• Meanings are evoked by stimuli (signs).
• Meanings are internal and open to interpretation.
• What thoughts and feelings are evoked by this image?
Culture cues
• Colours are used as a positioning tool.
• Colours shape our mood and feelings.
Culture cues
• Bodyshop uses green colours to position itself as
a “green product” and “natural ingredients”.
Finalise Group Formation
- Agency name
- Group members’ name and student id
Individual’s Roles
- Account Manager
- Brand Strategist
- Creative Director
- Production Manager
- Media Planner
Based on the Group Report:
What colours are associated with the

product/service/brand?
What is the meaning behind these colours?
Draft a Facebook ad design using these colours on
Canva.
https://www.canva.com/
Culture cues
• Symbols are used to establish a relationship between a brand
and a referent; e.g. Red Bull uses the picture of two bulls to
represent strength.
• Often the symbolic relationship is established using figurative,
or non-literal language.
• Simile (uses comparisons (as or like) to highlight the
message) (‘car build like a tank’)
• Metaphor (applies a word or phrase to give meaning to
concept or object it does not literally describe – ‘love is a rose’)
• Allegory (characters, figures or events are used in a narrative
or pictorial form to represent difficult-to-advertise products)
Allegory
Culture cues
• Culture shapes our values, attitudes and our identity.
• Culture helps define the norms of the society.
• It influences our behaviour
Can culture and social
environment influence
meanings? Find
examples!
• Hedonic needs are satisfied when consumers

attend to messages that make them feel
good and satisfy their pleasure needs.
• Informational needs are satisfied by
messages that supply relevant facts and
figures.
• Appeal types: fear, humour, guilt, sex.
FEAR Appeal
• Ads appeal to consumers’ fears by identifying negative consequences
of:
• not using the advertised product – for example, social disapproval by
not using toothpaste and mouthwash
• engaging in unsafe behaviour (e.g. drugs).
• Fear-appeal logic
• Stimulates audience involvement and promotes acceptance of the
arguments.
• Appropriate intensity
• The greater the topic relevance, the lower the threat intensity that is
needed to activate a response.
HUMOUR Appeal
• Humour often involves incongruity resolution. Makes
people laugh and creates a pleasant, more favourable
attitude to both the ad and the brand.
GUILT Appeal
• This approach aims to trigger negative emotions; e.g.
breaking the rules or violating standards.
• It focuses on past/future transgressions or failure to care
for others.
• It motivates the individuals to undertake a responsible
action OR to avoid the feeling of guilt.
SEX Appeal
• The use of sex in advertising:
• captures consumers’ attention and retains it for longer
• enhances recall of message points
• evokes an emotional response (e.g. feelings of arousal or
lust).
COMPARATIVE Advertising
• Compare against competitive offerings.
• Based on claims of superiority.

Design an Instagram ad that
uses one advertising appeal.
https://www.canva.com/search/templates?q=TikTok%20Videos&doctype=
TAD9VKDO5tI&category=tAEJ44I-
P4M&designSpec=djE6dEFFSjQ0SS1QNE06QQ%3D%3D&width=1080.0&hei
ght=1920.0
Unique Selling Proposition
• Advertiser claims are based on the superiority of a
product attribute.
• This strategy is most useful when a point of difference
cannot be readily matched by competitors.
Brand Image Strategy
• Claims are based on psychosocial
differentiation and symbolic
association.
• A brand is given a distinct identity
or personality.
• Uses prestige claims; it rarely
challenges competition directly;
e.g. the transformational
properties of shampoo (how you
will feel after using it).
Resonance Strategy
• Advertisements that resonate (or reflects) the
audience’s life experiences.
• For example: as you get older you become more
concerned about the wrinkles and the grey hair.
Emotional Strategy
• Many products are purchased
on the basis of emotion.
• Both negative and positive
emotions can be used to
advertise.
• This form of advertising works
particularly well for jewellery,
cosmetics, fashion apparel and
soft drinks.
Generic Strategy
• Makes a generalised claim about the brand/product.
• There is no attempt to differentiate offerings (opposite
to USP).
Pre-emptive Strategy
• A generic claim, but with an added
message of superiority.
• Used when the products in the
category have few functional
differences.

Design a TikTok ad using one of
the message executions.
https://www.canva.com/design/DAFIbvISoHA/vBCdEFfTA8w3LbCMa33QS
A/edit
Next Session:
• Learning Portfolio
• Group Activity 1
• Disruptive technologies in
marketing
MKTG3019
Know the industry
Disruptive Technologies in
Marketing
Learning Objectives
LO1: Automation & Machine Learning
LO2: AI, AR, VR
LO3: Social Robots
the video on vUWS
Module 4
LO1: Automation & Machine
Learning
• Marketing automation is the use of software to handle
routine marketing tasks such as marketing research,
communications, personal experience, customer serive
and sales.
• Using software such as Hubspot, Salesforce, Mailchimp,
businesses can understand what each customers are
looking for at any given point in time.
• Businesses can automate the communication by providing
useful information across different channels (e.g. social,
digital, mobile, email).
Learning
• Build CRM to track customer’s behaviour
• Identify the touch points
• → Awareness social ad (download brochure)
• → Sales (lead)
• → Conversion social ad (20% off the product/service for
limited time)
• → Reminder email to order again
• → Build loyalty (WOM and referral programs)
Learning
Examples in communication
• Timing of the ad on social or digital
• Location targeted mobile ads
• Which advertising appeals to be shown for a pre-
determined customer
Learning
Machine Learning
• Make decisions based on big data
• Based on historical data of 100 campaigns businesses can
predict the advertising appeals that works better.
• Facebook, Google, LinkedIn, Snapchat, TikTok and many
others use recommended targeting to achieve optimal
advertising effectiveness.
•
Learning
Machine Learning Benefits
• Improves the quality of data analysis
• Enables you to analyse more data in less time
• Adapts to changes and new data
• Allows you to automate marketing processes and avoid
routine work
• Does all of the above quickly
Learning
Machine Learning Examples
• Recommended systems (customers that bought similar
products/services also bought these products) via email or
checkout.
• Forecast targeting
- Segment targeting (show ads to groups of users with the
same set of attributes
- Trigger targeting (show ads to users after they take a
certain action (for example, viewing a product or adding an
item to the shopping cart)
- Predictive targeting (show ads to users based on the
likelihood of their making a purchase)
Learning
Machine Learning Examples
• Lifetime Value Forecasting (LTV): total profit of a
customer that interacts with the business. Using profiling
businesses can forecast the potential value of the
customer.
• Churn Rate Forecasting: customers who have left the
company and the revenue lost is expressed as a
percentage. The probability of the customer leaving.
LO2: AI, AR, VR
AI
• Artificial Intelligence: fast automated decisions based on data
collection, data analysis, and additional observations of
audience or economic trends that may impact marketing
efforts.
• data analysis
• natural language processing
• media buying
• automated decision making
• content generation
• real-time personalization
LO2: AI, AR, VR
AI
• Bidding on Programmatic Media
• Selecting the right message
• Personalisation
• Chatbots and conversation experiences
• Predictive Marketing Analytics (predicts future behaviour
using past behaviour) ie. You eat out every Friday night.
Therefore, the restaurant should advertise to you every
Thursday and Friday)
• Dynamic pricing
LO2: AI, AR, VR
AI
LO2: AI, AR, VR
AR
• A technology that superimposes a computer-generated
information (sounds, images, videos, 3D models) on a user's
view of the real world, thus providing a composite view.
• Conversion
• Microsoft HoloLens
• Google Glass Enterprise Edition
• Magic Leap Lightwear
• Vuzix Blade AR
LO2: AI, AR, VR
AR
LO2: AI, AR, VR
AR
• Brand engagement
• Evaluation
• Consideration set
• Sales
• Fun factor
LO2: AI, AR, VR
AR
• Home Depot
• Timberland
Sephora
• Pepsi
• Stubhub
• https://www.youtube.com/watch?v=vDNzTasuYEw
- Design an AR story line for the group

report
LO2: AI, AR, VR
VR
• The use of computer-generated simulation of a three-
dimensional image or environment that can be interacted
with in a seemingly real or physical way by a person
using special electronic equipment.\
• Meta
LO2: AI, AR, VR
VR
• Unique experiences: deeper connection with the
consumer (arousing the senses)
• Avoiding ad blockers: use of ad blockers rose by 30%
between 2015-2016. VR creates a more immersive
experience.
• Recall: create better ad recall. 70% of VR ads are less
intrusive.
• Social platforms are on board: Facebook Oculus Go, more
users generated content.
LO2: AI, AR, VR
VR Tourism
• Taking users on flights
• Tour of the hotel room
• Diving with wild dolphins
• Exploring cities and surroundings
LO2: AI, AR, VR
VR Real Estate
• Search
• Home visits
• Consideration set
• Renovations (education)
• Fun factor
LO2: AI, AR, VR
VR Retail
• Immersive retail experience
• Virtual shopping
• Fashion walks
• Product trials
LO3: Social Robots
• social robots are agents that
have some or full autonomy,
and engage in social
interactions with humans by
communicating, cooperating
and making decisions.
• Humanoid or in animaloid form.
• Social robots can interact,
communicate and deliver
service to organization’s
customers.
• Good for repetitive tasks and
saving cost.
LO3: Social Robots
• Zoomorphic robots resemble animals
• Increase social interaction
• Reduce stress in older adults
Paro – baby seal

LO3: Social Robots
• Functional robots fulfil operations
• Completes mundane tasks or provides assistants
• Design to perform
Roomba or PackBot
LO3: Social Robots
• Caricature robots embodies a cartoon like character
• Show humanoid motion in an exaggerated way
• Task to be entertaining
• Not essential to be realistic or to evoke emotions
Keepon PaPeRo
LO3: Social Robots
• Anthropomorphic robots have human-like appearance
and behave in a human-like manner.
• These robots can shape customer’s preference and
trust
• Used in service industry, health, education, tourism,
etc
Nao
- Group Activity 1
Next Session:
• Campaign Planning
• Group Activity 2
MKTG3019
Know the industry
http://www.adnews.com.au/
https://www.communicationscouncil.org.au/
http://www.campaignbrief.com/
https://mumbrella.com.au/
Learning Objectives
LO1: Campaign Objectives
LO2: Campaign Brief
LO3: Campaign Strategy
the video on vUWS
Module 5
• Advertising is widely used to meet the campaign

objectives.
• Advertising consumes a major proportion of
marketing budgets.
• Characterised as impersonal and one-way
communication.
• Paid for by the sponsor and predominantly used to
build BRAND AWARENESS.
• Growth areas include digital advertising; e.g.
Facebook, Google and search engines, video content.
Profit = Revenue – Expenses
Revenue = Price x Volume
Volume = Trial + Repeat

The traditional view

• The traditional view rejects the use of sales as a
suitable advertising objective.
• Sales volume is the consequence of a host of
factors in addition to advertising.
• The effect of advertising is delayed.
• Sales cannot be accurately assessed.
An alternative view
• advertising’s purpose is to
generate sales, or gain
market share
• sales measures are
‘vaguely right’.
• The goal of advertising is not
solely to generate awareness,
influence
• expectations, or enhance
• attributes, but rather to generate
• sales.
A more recent approach

• A more recent view focuses on accountability.
• Measurables include the traditional and
alternative approaches.
• Budget
2.
1. The 3. Funds
Competitor’s
objective available
activity
• Share of voice
(SOV)
• Share of market
(SOM
• Encoding
variability
hypothesis
Percentage of sales: advertising budget as a fixed

percentage of past or anticipated sales volume. (i.e.
2021 sales = $100,000, 20% of the revenue from 2021
sales).
Objective-and-task method:
• establish marketing objectives
• assess communication objectives
• determine advertising’s role
• establish specific advertising goals.
Affordability method: Only the funds left after

everything else is budgeted for are used for
advertising.
Examples:
• To achieve 300,000 impressions on social media by the end of the
quarter. (awareness)
• To have 50,000 followers on social media by the end of the year.
(engagement)
• To increase website traffic to 10,000 visitors per week. (conversion)
• To increase conversion rates by 3% on the website by the end of
the year. (sales)
• To increase sales by 10,000 units by the end of 2021.
• To attain 1,000 loyal customers by the end of the year. (brand
loyalty)
Individual: Provide objectives for
your campaign
LO2: Campaign Brief
• Determines the parameters for the campaign.

• The agreement between the client and the
agency.
• It determines the objectives, budget, channels,
and the MUST haves for the campaign.
LO2: Campaign Brief
Informing
Persuading
Reminding
Adding value
Assisting other company efforts

Individual activity.
Download the campaign brief

template under the Learning
Portfolio 2. Tutor explain the
brief.
The students are required to

complete the activity for a brand
• Awareness vs image
• Volume ads vs quality of the communication
• Mass communication or one-to-one communication
• Economic condition (reduce advertising expenditure
during recession)
• Competitor’s activity (new brand in the market =
large volume of ads) vs (an established brand in the
market = maintain similar volume of ads to
competitors)
Advertising Strategy
• Maintain status quo • Spend more on
• Most suitable when advertising
consumers have well- Neither • Most suitable for
established price- More cosmetics, designer
preferences elastic nor advertising- labels, home
furnishing
advertising elastic
-elastic
Both price
More price-
and
• Price discounting
elastic advertising • Increase advertising
and/or discount prices
• Suitable when elastic • Suitable for: breakfast
branding switching is
cereals, cars,
high, consumer goods
household appliances
(Ad Spending & Budgeting)
James Schoer 1990

• What are the ethical issues facing the campaign?
• ‘Ethics’ describes the belief of what is right or wrong;
what is morally acceptable.
• Ethical approaches that do not vary in the extreme (do not
cause extreme dissonance) can have a positive effect on the
brand.
• Social responsibility should be built into the branding
communications, rather than being an add-on.
• Coca-Cola undertook an education campaign into high
sugar intake.
Ethics Activity:
Individually read the codes of ethics for AANA Code
for Advertising and Marketing Communications to
Children.
https://adstandards.com.au/issues/advertising-children
https://adstandards.com.au/sites/default/files/reports/0116-20.pdf
Did Coles break AANA Code for Advertising and Marketing
Communications to Children?
Class Activity –30 minutes
Group Activity 2
Next Session:
Group Activity 3
Digital Media
MKTG3019
Know the industry
Communication Channels:
Digital Media
Learning Objectives
LO1: Digital Tools
LO2: SEO/SEM Strategy
LO3: Google Ads
the video on vUWS
Module 6
LO1: Digital Media
• Australia digital media spend is projected to reach
$10.97b in 2022.
• Large segment: search advertising $5.06b.
• Digital advertising market is worth 64% of total ad
spending
• 88% of the Digital Advertising revenue will be
generated through programmatic advertising
• (Source: Statista, 2022)

LO1: Digital Media
Advantages of Digital Media
• Two way communication between the sender and the receive
• Participants control the information they receive
• More optimal targeting of consumers who visit web pages.
• Accessibility across locations and time of day
• Better behavioural tracking of participants
• Improved cost-effectiveness
• Enhanced follow-up from enquiries and sales
• More customised advertising
LO1: Digital Media
Digital Marketing
Platforms
LO1: Digital media
Promotional mix Role of digital marketing

Display advertising on websites; such advertising may not be possible through traditional
Awareness
media because of costs
Persuasion Online communities – WOM; positive comments about the brand
Customer acquisition Viral videos – how products can be used
Customer retention Digital games – allow customers to interact and design products
Cross-selling Emails – use a database related to one product to inform users about related products
YouTube – companies post their products showing different models and uses of the
Branding
products
Service Twitter – user complaints can be monitored and addressed quickly

LO1: Digital Media
Search
• Display ads in search engine results
• Sponsored ads, search marketing, search-engine
marketing, pay-per-click marketing, and cost-
per-click marketing
LO1: Digital Media
Search
• There is more than Google:
• Google (77.43%)
• Baidu (8.13%)
• Microsoft Bing (7.31%)
• Yahoo (5.6%)
• Ask (0.13%)
• Google AdWords https://ads.google.com/home

LO1: Digital Media
Search
• How is an ad shown on the search engine results
page SERPs?
Loading speed and ad
Irrelevant landing page formats (image, prices,
directions, phone numbers)
LO1: Digital Media
Search
• Expected click-through rate

• Landing-page experience
• Ad relevance
• Ad formats
LO2: SEO/SEM
Search Engine Optimization vs Search Engine
Marketing
• SEO = organic
• SEM = paid
LO2: SEO/SEM
SEO Strategy
Objective. Establish which sector you want to target and what your objective is once you pursue this
goal.
SEO web design. Focus on creating a high-quality fast speed website that’s interesting and
informative for your users.
Keywords. What does your business offer?
Optimizing content. Update content and focus on better-quality content. This will drive more traffic.
CTR. Click-through rate indicates the percentage of clicks that users make on a link and allows you to
measure performance. The higher the percentage, the higher chance of a good SEO positioning.
Links. Having links, both internal and external on your website, allows you to have higher-quality
content on your website. Remove dead links.
Structure. Follow the specifications established by Google regarding the length of texts, the title of an
article, the URL, images sizing, and more.
SEO off page. Build quality back-links that has high trust and reputation.
Link building. Creating external links to your domain. Link your website to other websites that have a
similar theme to yours.
Social networks. Increase your website visibility and create a community of loyal followers.
LO2: SEO/SEM
SEM Strategy
Budget.
ROI. Return on investment, through call tracking.
Quality score. Measures the quality level of a website and Google Ads. The
assessment is based on the amount of clicks and the content of the page. it’s
essential that users click, that the content of their search fits that of the website,
and, of course, is reliable and relevant content.
Ad rotation. Determine the order and how often ads will appear on an IP address.
Landing pages. The first page of your website that a user sees when they click on
a link, button, or advertisement that leads them to your website.
Responsive. Website is easy to read and access on all types of devices.
Optimization. Make sure to optimize the keywords, the CTR percentage, and
constantly update the website structure and content.
Follow up. Keep track of your campaigns and analyse. SEM allows real-time data to
be obtained that helps make decisions faster and more effective.
Use the following SEO tools for

https://www.westernsydney.edu
.au/
https://www.semrush.com
https://answerthepublic.com/
LO3: Google ads
• Search Network campaigns - usually
text form, these ads can show on Google
Search results pages when someone
searches for a product or service that’s
similar to yours
• Display Network campaigns - usually
image form, these ads appear on websites
or apps that your customers visit
• Video campaigns - usually 6 or 15 second
videos, these ads show right before or
during YouTube content
LO3: Google ads
• CPC (Cost Per Click) or PPC (Pay Per Click)
means you only pay for an ad if someone
clicks on it.
• Cost Per Impression, where you pay
based on how many times your ad was
shown (not clicked)
• Cost Per Engagement, where you pay
when a user completes a predefined
engagement (like watching your video ad)
Create a Google ad for Western

Sydney University
LO3: Google ads
• https://ads.google.com/
LO3: Google ads
LO3: Google ads
LO3: Google ads
LO3: Google ads
LO3: Google ads
LO3: Google ads
• Keywords: AIO, why are consumers interested?
LO3: Google ads
LO3: Google ads
LO3: Measuring Effectiveness
of Digital Marketing
Website Effectiveness Metrics
LO3: Glossary
• Ad Banner - Graphic image or other media object used as an advertisement.
• Ad Exchange - Virtual marketplace where participating suppliers auction
their impressions to eligible buyers. The ad exchange announces each
impressions, in real time, and asks buyers if they are interested to buy said
impression and at which price.
• Ad Impression - An advertisement impression transpires each time a
consumer is exposed to an advertisement.
• Ad Server - Technology that stores display advertisements, delivers them to
website visitors in a way that would maximise the Advertiser's (or
Publisher's) revenue, monitor campaigns and create reports.
• Affiliate marketing - Agreement between two sites in which one site (the
affiliate) agrees to feature content or an ad designed to drive traffic to
another site. In return, the affiliate receives a percentage of sales or some
other form of compensation generated by that traffic.
LO3: Glossary
• Banner - a graphic advertising image displayed on a Web

page.
• Behavioural Targeting - Information collected on an
individual's web browsing behaviour such as the pages
they have visited or the searches they have made to
select which advertisements to be displayed to that
individual.
• Brand Safety - Contextual technology aimed at ensuring
advertisement does not display on webpages where its
appearance might negatively impact the Advertiser's
brand.
LO3: Glossary
• Click-through -the action of following a link within an advertisement or editorial content to
another Web site or another page or frame within the Web site.
• Cookie -a small piece of information (i.e., program code) that is stored on a browser for the
purpose of identifying that browser during audience activity and between visits or sessions.
• CPA (Cost-per-Action) -cost of advertising based on a visitor taking some specifically
defined action in response to an ad. "Actions" include such things as a sales transaction, a
customer acquisition, or a click.
• CPC (Cost-per-Customer) -the cost an advertiser pays to acquire a customer.
• CPC (Cost-per-click) -cost of advertising based on the number of clicks received.
• CPL (Cost-per-lead) -cost of advertising based on the number of database files (leads)
received.
• CPM (Cost-per-thousand) -media term describing the cost of 1,000 impressions. For
example, a Web site that charges $1,500 per ad and reports 100,000 visits has a CPM of
$15 ($1,500 divided by 100).
• CRM -customer relationship management. Business practices that foster customer care,
loyalty, and/or customer support.
LO3: Glossary
• Display Advertising -a form of online advertising where an advertiser’s message is shown on a destination
web page, generally set off in a box at the top or bottom or to one side of the content of the page.
• E-mail Advertising -banner ads, links or advertiser sponsorships that appear in e-mail newsletters, e-mail
marketing campaigns and other commercial e-mail communications. Includes all types of electronic mail
(e.g., basic text or HTML-enabled).
• E-mail Bounce -An e-mail that cannot be delivered to the mailbox provider and is sent back to the e-mail
Service Provider that sent it. A bounce is classified as either hard or soft. Hard bounces are the failed
delivery of e-mail due to a permanent reason, such as anon-existent address. Soft bounces are the failed
delivery of e-mail due to a temporary issue, such as a full inbox or an unavailable ISP server.
• Floating ads -an ad or ads that appear within the main browser window on top of the Web page's normal
content, thereby appearing to "float" over the top of the page.
• Fold -The line below which a user has to scroll to see content not immediately visible when a Web page
loads in a browser. Ads or content displayed ‘above the fold’–are visible without any end-user interaction.
Monitor size and resolution determine where on a Web page the fold lies.
• Frequency -the number of times an ad is delivered to the same browser in a single session or time
period. A site can use cookies in order to manage ad frequency.
• Geo targeting -Displaying (or preventing the display of) content based on automated or assumed
knowledge of an end user's position in the real world.
LO3: Glossary
• Impression-a measurement of responses from a Web server to a page request from the user browser,
which is filtered from robotic activity and error codes, and is recorded at a point as close as possible to
opportunity to see the page by the user.
• Interstitial ads -ads that appear between two content pages. Also known as transition ads, intermercial
ads and splash pages.
• Lead Generation -fees advertisers pay to Internet advertising companies that refer qualified purchase
inquiries (e.g., auto dealers which pay a fee in exchange for receiving a qualified purchase inquiry online)
or provide consumer information (demographic, contact, and behavioural) where the consumer opts into
being contacted by a marketer (email, postal, telephone, fax). These processes are priced on a
performance basis (e.g., cost-per-action, -lead or -inquiry), and can include user applications (e.g., for a
credit card), surveys, contests (e.g., sweepstakes) or registrations.
• Midroll -Form of online video ad placement where the ad is played during a break in the middle of the
content video.
• Profiling -the practice of tracking information about consumers' interests by monitoring their movements
online. This can be done without using any personal information, but simply by analysing the content,
URL’s, and other information about a user's browsing path/click-stream.
• Referral link -the referring page, or referral link is a place from which the user clicked to get to the
current page. In other words, since a hyperlink connects one URL to another, in clicking on a link the
browser moves from the referring URL to the destination URL. Also known as source of a visit.
LO3: Glossary
• Search engine marketing (SEM) -a form of Internet Marketing that seeks to promote
websites by increasing their visibility in the Search Engine result pages
• Search engine optimization (SEO) -SEO is the process of improving the volume and quality
of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search
results.
• Social marketing -Marketing tactic that taps into the growth of social networks, encouraging
users to adopt and pass along widgets or other content modules created by a brand, or to
add a brand to the user’s social circle of friends.
• Social network -An online destination that gives users a chance to connect with one or
more groups of friends, facilitating sharing of content, news, and information among
them.EG: include Facebook, Twitter and LinkedIn.
• Time Spent -The amount of elapsed time from the initiation of a visit to the last audience
activity associated with that visit. Time spent ... should represent the activity of a single
cookied browser or user for a single access session to the web-site or property.
• Traffic -the flow of data over a network, or visitors to a Website
LO3: Glossary
• Unique user -unique individual or browser which has either accessed a site
(see unique visitor) or which has been served unique content and/or ads
such as e-mail, newsletters, interstitials and pop-under ads. Unique users
can be identified by user registration or cookies.
• Viral marketing -1) any advertising that propagates itself; 2) advertising
and/or marketing techniques that "spread" like a virus by getting passed on
from consumer to consumer and market to market.
• Visit -A single continuous set of activity attributable to a cookied browser or
user (if registration-based or a panel participant) resulting in one or more
pulled text and/or graphics downloads from a site.
• Visit duration -the length of time the visitor is exposed to a specific ad, Web
page or Web site during a single session.
• Visitor -individual or browser which accesses a Web site within a specific
time period.
Group Activity 3
Next Session:
Social media
Group activity 4
MKTG3019
Know the industry
Social Media
Learning Objectives
LO1: Facebook and Instagram ads
LO2: LinkedIn and YouTube ads
LO3: TikTok and other social media ads
the video on vUWS
Module 7
LO1: Facebook and
Instagram ads
- Social media objectives
LO1: Facebook and
Instagram ads
LO1: Facebook and
Instagram ads
- Instagram
- Twitter
- LinkedIn
- Snapchat
- TikTok
- Pinterest
LO1: Facebook and
Instagram ads
- 3rd most visited website
- Facebook messenger is the top mobile app by number of downloads
- Revenue has doubled over the past 3 years
- 35% of audience is under 25
- 66% of Facebook users use it daily
- 58 minutes per day on Facebook
LO1: Facebook and Instagram
ads
Irvine 2019 (https://www.wordstream.com/blog/ws/2017/02/28/facebook-

advertising-benchmarks)
What are Facebook ads?
A compelling and targeted ad that appears in the Newsfeed (usually) of a
Facebook user, encouraging them to take a range of actions like engage with
their brand, visit a website or buy something.
Is advertising really necessary?
What about boosted posts?
Advertising on Facebook
How to create a Facebook ad:
1 – Choose Objective
https://www.facebook.com/business/ads
2 – Select the audience

Facebook targeting
Core/interest Custom audience Lookalike

Custom Audiences are audiences A Lookalike Audience is an
Create Audiences based on
of people you already know, from audience you create from a
consumer demographics,
information you provide or from "source." It finds other people
interests and behaviour.
information generated on on Facebook who are the
Facebook's products. most similar to the people in
e.g. Male, 18-65+,
the source.
Australia, New home
e.g. Emails, Phone numbers,
owners, renovation
Website visitors
Select the right
audience
AUDIENCE TO SOLVE
CLIENT WANTS TO...
THIS
Find new potential customers on
Facebook who are likely to consider Core audience
buying its products or services
Re-engage with existing customers,
encouraging them to shop with them more
Custom audience
regularly or find out about additional
products or services
Find new people on Facebook who are
similar to its existing customer base. They
know exactly who their customers are, Lookalike audience
have a solid database or current list and
want to find more of those.
3 – Where to run the ad

4 – Set the budget

What ad formats are available on

Facebook?
https://www.facebook.com/busi
ness/ads-guide
Creative on Facebook
Single image creative Carousel creative Video and slideshow creative

6 – Measure and manage the ad

Advertising on
Instagram
- 1b monthly active users
- 60% of users login daily
- Biggest demographic group: Male 18-24
- 60.4% are 18-24
- 40 billion photos have been shared
- 3.5 billion likes everyday
- Usage doubled between 2016-2018

#pizzaporn
576,956 posts
LO2: LinkedIn
- 25m brand accounts with 80% of users following one
- 96% US fashion brands are on Instagram
- 60% Instagram users discover new product on the platform
- Engagement with brands 10x higher than Facebook
- Over a third used their mobile to purchase a product online
- 32% of teens list Instagram as their most important social
network
LO2: LinkedIn
- 610m Professionals
- 180m Senior-level influencers
- 63m Decision makers
- 10m C-level executives

Advertising on LinkedIn
What are the different types of

advertisements on LinkedIn?
LO2: YouTube
- 2x more likely to buy
- Great for raising awareness (70% of viewers believe
this is where they hear about the brand first)
- 4x more likely to find information about the
brand/product than any other platform.

LO2: YouTube
- Types of ads:
1. Video discovery ads
2. TrueView In-stream Skippable Ads
3. Non-Skippable In-Stream Ads
4. Bumper Ads
5. Overlay Ads
LO2: YouTube
LO2: YouTube
- TrueView
LO2: YouTube
- Overlay
LO3: TikTok and other
social media
- TikTok Advertising Goals:
- Community interaction
- Website visits
- Generate customer leads
- Drive conversion
social media
- Types of ads on TikTok:
- In-Feed Ads (in feed)
- Brand Takeover (show ad when the app opens)
- TopView (first feed after 3 seconds)
- Branded Hashtag Challenge
- Branded Effects (branded custom filter)

social media
LO3: TikTok and other social
media
- Snapchat ads:
- Snap Ads
- Story Ads
- Collection Ads
- Commercial Ads
- Filters
- Lens AR Experiences
LO3: TikTok and other social
-media
Snapchat ads:
- Snap Ads (between ‘Discover’ and Friend’s stories)
- Story Ads (in Discover)
- Collection Ads (four products in tappable tiles)
- Commercial Ads (non-skippable 3-6 second ads/Extended 3-180
seconds)
- Filter
- Lens AR Experiences
Group Activity 4
Next Session:
Traditional media
Supporting media
Draft ads
MKTG3019
Know the industry
Traditional & Non-
traditional media
Learning Objectives
LO1: Broadcast, Print, Support Media
LO2: Sales Promotions
LO3: Public relations and Sponsorship

the video on vUWS
Module 8
LO1: Broadcast, Print, Support
Media Advertising Spend
Media
Media vs Media Vehicles
Media Vehicles
Specific broadcast
The general
programs or print
communication
choices in which
methods that carry
advertisements are
advertising messages in
placed; e.g. Packed to
mass media; e.g.
the Rafters, Masterchef,
television, magazines
The Economist and
and newspapers
Who Weekly
Media
• broadcast media: Television and radio

• Free-to-air (FTA) television has 99.7%
penetration in Australia.
• Pay TV accounts for a low 29% penetration.
• 61% of Australian homes have two or more TVs.
• A rural/metropolitan divide exists in the industry.
Media
Television Programming Day-Parts
Daytime Fringe time Prime time
• Early morning • Early fringe • Prime access
(6 a.m.–10 a.m.) (4 p.m.–7 p.m.) (7 p.m.–8 p.m.)
• Daytime • Starts with reruns • Prime time
(10 a.m.– 4 p.m.) (children), moves (8 p.m.–10 p.m.)
towards adult
• Adult (news), then • Late fringe
programming
children’s programs; (11 p.m.–2 a.m. or later)
afternoon finance and • Late fringe (young
• Most popular and
soap operas adults)
expensive programs
Media
TV Advertising Strengths and Weaknesses
Strengths Limitations
• Demonstration ability • Escalating costs

• Reach large audiences • Audience fractionalisation
• Ability to generate • Zipping and zapping
excitement • Clutter
• One-to-one reach
• Ability to use humour
• Effective with sales for
trade
• Ability to achieve impact
Media
• Ads are typically 10 sec, 15 sec, 30
sec.
• Or a long commercial (28–30
minutes) known as Infomercials.
• a blend of entertainment and selling
• expensive to produce
• an especially effective promotional
tool for those products that require
detailed explanations
Media
Product Placement
Five types of placement

Brand Product Product Product Negative
mentioned seen in shot seen being used and placement
in the script used mentioned
e.g. James e.g. James e.g. James e.g. James
Bond – Bond – Bond – Bond –
Bollinger Omega BMW Heineken
Media
Measuring Television Audience
How many brand/product

placements are in this video?
https://www.youtube.com/watch?v=wb49-oV0F78
Media
• Radio was once part of local business’ communications,
but is now sought out by regional and national brands.
• Each week, radio reaches 76% of Australians (aged
10+). Australians average 16 hours of listening.
• location of listeners and geographic coverage
• expense and attractiveness of day-parts
• morning drive (6 a.m.–10 a.m.) (more expensive)
• midday (10 a.m.–3 p.m.)
• afternoon drive (3 p.m.–7 p.m.) (more expensive)
• evening (7 p.m. to midnight)
• late night (midnight to 7 a.m.).
Media
Radio Advertising Strengths and Weaknesses
• Ability to reach segmented • Clutter

audience • No visuals
• Intimacy • Audience fractionalisation
• Economy • Buying difficulties
• Short lead times
• Transfer of imagery from
television
• Use of local personalities
Media
Newspaper & Magazines
• Newspapers in Australia have a readership of more than 4.7
million during the week and over 10.5 million on Saturdays
and Sundays (2016).
• Newspapers are mostly state-based.
• Magazines are classified by:
o audience (e.g. consumer, business, farming)
o geographical location
o demographics of readership (e.g. student magazines)
o editorial content
o physical characteristics (e.g. size)
o distribution and circulation.
Media
Newspaper Advertising Strengths and
Weaknesses
• Audience in appropriate • Clutter
mental frame to process • Not a highly selective medium
messages • Higher rates for occasional
advertisers
• Mass audience coverage • Mediocre reproduction quality
• Flexibility • Complicated buying for
• Ability to use detailed national advertisers
copy • Changing composition of
readers
• Timeliness
Media
Magazines Advertising Strengths and
Weaknesses
• Some magazines reach • Not intrusive
large audiences • Long lead times
• Selectivity • Clutter
• Long life • Somewhat limited
• Mass audience coverage geographic options
• High reproduction quality • Variability of circulation
• Ability to present detailed patterns by market
information
• Ability to convey
information authoritatively
• High involvement potential
Media
Magazines Rates
Compare the strength of Radio

vs Print.
Which strategy is more

appropriate to target to
consumers in the regional
NSW?
Media
Out-of-home Advertising
• Billboards
• bus shelters
• transit vehicles (buses, taxis, trams)
• shopping centre displays
• Point of purchase displays
• Packaging
Media
Out-of-home Advertising: Billboards
• Creating brand-name recognition is the primary
objective.
• Billboards are located in areas with significant
pedestrian or vehicular traffic.
• Traditional billboard space is usually sold on a
monthly basis.
• Design considerations include:
• letter visibility
• colour visibility
• distance comprehension.
Media
Out-of-home Advertising Strength
and Weaknesses
• Broad reach and high • Non-selectivity
frequency levels • Short exposure time
• Geographic flexibility
• Difficult to measure
• Low cost per
audience size
thousand
• Prominent brand • Environment
identification problems
• Opportune purchase
reminder
Identify the Point-of-purchase

marketing in a supermarket.
Is it effective? Explain.
LO2: Sales Promotion
• Interchangeable with the word ‘promotion’.
• Two type of sales promotions:
1. franchise building; creates loyalty and long-term
activity; e.g. loyalty cards
2. non-franchise building; short-term strategy, no
time for customers to build loyalty; e.g. sale price on a
product.
• Manufacturers use this technique to encourage
purchasing of the brand.
• Can be directed at trade, retailers or distributors.
Push Vs Pull Strategies
• A push strategy encourages wholesalers and retailers
to increase inventories (at the expense of competitors)
through promotional activities such as personal selling,
trade advertising and trade-orientated promotion (sales
influence, advertising and promotions in the form of
allowances).
• A pull strategy is directed to consumers with the intent
of influencing their behaviour. The goal is to have
consumers seek out retailers who sell the brand by
directing customer advertising or promotions towards
them.
Types of Consumer Promotion
Experiential Coupons and

Sampling
marketing vouchers
Purchase
Special prices Bonus packs
premiums
Continuity
Rebates Sweepstakes
programs
Overlay and
Retailer
tie-in
promotions
promotions
Assume that you are working in the marketing department of
Arnotts. The company is developing a new biscuit.
You are convinced that promotion is the best way to launch this
new product. Explain what the term 'promotion' means, discuss
how it is different than advertising and list the types of
promotions appropriate for each of the potential targets of
sales promotion for this type of product.

LO3: Public Relations &
Sponsorship
• Public relations (PR) is concerned with the development of
positive relationships between the organisation and its
stakeholders (i.e. customers, employees, shareholders,
governments etc.).
• PR comprises two main strategies:
• PROACTIVE (press and product releases)
• REACTIVE (crisis management)
• Marketing PR (MPR) is an active form of PR activities designed
to maximise opportunities that will improve an organisation’s
marketing communication objectives and outcomes (e.g.
product sales).
• It is argued that MPR offers a more credible and cost-effective
way of facilitating marketing success.
Sponsorship
Parramatta Eels rugby league club faced a
nightmare scenario with allegations made regarding
breach of the salary cap.
Sponsorship
Sponsorship involves an exchange between a
sponsor (brand) and the person, organisation,
location or event that is to be sponsored.
- The sponsored party receives a fee.
- The sponsor obtains the right to associate itself
with the sponsored activity and market that
association.
LO3: Sponsorship Marketing
Selecting Events
Is the event consistent with the brand image?
Does the event reach the target audience?
Is this event one that the competition has previously sponsored? Is there a
risk that consumers will forget the actual sponsor?
Is there a risk of a clutter of sponsors and/or ambush marketing?
Does the event complement existing brand sponsorships?
Does the budget support the sponsorship costs and potential by two to three
times what it cost in advertising, point-of-sale, promotions etc.?
Event Sponsorship
• Creating customised events
- This provides a brand with total control over locations, venues,
scheduling, content, marketing, and sanctioning of the event.
- It removes the problem of ‘clutter’ from too many other sponsors:
e.g. Red Bull’s flying and snowboarding events.
• Sponsorship of a location or team
- Etihad Airlines sponsors Etihad Stadium (formerly the Telstra Dome).
- This type of sponsorship can be difficult to measure.
• Ambushing
- Ambushing occurs when companies create a false impression
of sponsorship:
e.g. Holden flew a red blimp over the MCG during the 2006 Toyota
AFL Grand Final.
Cause-related Marketing
• CRM involves giving support, often in the form of
funds, to charities or causes.
• CRM is an amalgam of PR, sales promotion and
corporate philanthropy:
• e.g. when a company pledges to contribute to a
designated cause every time the customer
undertakes some action that supports the
company and its brands.
What is ambush marketing?
Find out how Nike ambushed Adidas at

major sporting events.
Group Consultation
Next Session:
Analytics and Governance
MKTG3019
Know the industry
Analytics and Data
Governance
Learning Objectives
LO1: Google Analytics
LO2: Data Reporting
LO3: Data Governance

the video on vUWS
Module 9
- implement tracking code, and set up data filters
- Key Metrics:
- User demographics (age, gender, location)
- New or Unique visitors conversion
- Number of sessions
- Average session duration
- Percentage of new sessions
- Bounce rate
- New session
- Sessions by channel
- Pages per session
- Pageviews
- Most popular content/pages (top landing page)
- Top exit page
- New or Unique visitors: the number of unduplicated (counted only once) visitors
to your website over the course of a specified time period.
- Number of sessions: the total number of visits to your site — including both
new and repeat visits. So that same person who visited your site 100 times on
the same device is counted as one user, but 100 sessions
- Average session duration: average length of sessions on a website. Google
Analytics begins counting a session once a user lands on a site, and continues
counting until the user exits the site or is inactive for a predetermined amount
of time.
- Percentage of new sessions: the percent of total users who came to the website
for the first time.
- Bounce rate: when a user opens a single page on your site and then exits
without triggering any other requests. Av bounce rate = 26%-70%. Optimal to
be around 26%-40%.
- New Session: New sessions: % new sessions refers to an
estimate of the percentage of first-time visits.
- Sessions by channel: the number of sessions attributed to each
channel grouping. E.g. social, organic etc)
- Pages per session: average number of pages a person views in
a given session
- Pageviews: an instance of a page being loaded
- Top exit page: the last page a visitor views before they leave
your website
- Most popular content/pages (top landing page):
the most visited page on the website
- How to use GA guide:
https://www.youtube.com/watch?v=qEFtNEzGR
9Y
LO2: Data Reporting
1. Traffic report:
- most popular pages,
- where is the traffic coming from,
- how many users,
- how many sessions
2. Bounce rate (how can we reduce this?)

LO2: Data Reporting
• Strategies to reduce bounce rate:
• Reduce loading time, smaller images and videos
• Easy to search the information that the user is looking for
• Relevant information to the search
• The page focuses on the users call to action e.g. doctor near me
• Easy to navigate
• Great design
• Easy to read
• Mobile friendly
• Short paragraphs
Develop a Traffic Report for

ebay.com using SEM.
https://www.semrush.com/
• What is data governance?
• GDPR
• GDPR
Group Consultation
Next Session:
Direct and personal selling
MKTG3019
Know the industry
Direct Marketing and
Sales Promotion
Learning Objectives
LO1: Characteristics of Direct Marketing
LO2: Copy and creatives used in Direct Marketing
LO3: Different types of Sale Promotions

the video on vUWS
Module 10
LO1: Direct Marketing
• The objective of direct marketing (DM) is to
encourage purchases (or other immediate
responses).
• DM aims to seek out the ‘best prospects’ to achieve
the objective.
• DM is an interactive process that does not merely
pass
on information.
• In DM, when frequency increases, awareness falls
dramatically (unlike other forms of advertising).
• Marketing material is sent directly to the customer.
• Mail (post and email) is synonymous with DM.
• Responses to DM are most likely to be the purchase of
the brand, but other forms of responses exist, such as
attending an event or providing personal information
Objective The purpose; what is to be achieved (the measurable)

Media The vehicle to be used
Creative The way in which the message is presented
Database The system that holds the information on the audience
Fulfilment Implementation of the campaign through to delivery
• Different forms of media exist for direct marketing:
- postal mail (p-mail) advertising (delivered by the
postal service)
- electronic messaging (email, blogs and social media)
- television
- print media
- door-to-door.
• Each entry in the database should be considered a long-
term asset.
• Each asset has an associated net present value
(NPV), which translates into the profit a company can
expect from the average new customer over an expected
number of years that customer is retained on the list.
• Two functional elements of NPV are the retention rate
and average yearly sales.
• Direct marketing has two basic creative elements:
• copy (the words) – aims to:
• get attention
• develop interest
• offer proof
• motivate consumers
• Overall look
• Does it conform to the existing brand design guidelines?
• Is the style in keeping with the brand’s positioning?
• Does the visual reflect the quality of the product?
• Does it fit to the restrictions (size, weight, colour, etc.)?
• Does the style reinforce the key copy messages?
• Does the design aid attention, interest, proof and action?
• Databases are a fundamental ingredient of direct mailing
advertising.
• Databases can contain information related to:
• current customers
• prospective customers
• buying behaviour
• geographic segmentation
• demographic segmentation
• psychographic segmentation
• Different internal sources can be used to gather
information to populate mailing lists:
• feedback from promotions
• information from warranty cards
• data from registration programs
• participation in rebate programs
• telemarketing efforts.
• For both postal mail and electronic mailing, the
maintenance of the mailing list is critical.
A local supermarket owner wants

to run a direct marketing
campaign.
How would he/she develop the

database?
• Interchangeable with the word ‘promotion’.
• Two type of sales promotions:
1. franchise building; creates loyalty and long-term
activity; e.g. loyalty cards
2. non-franchise building; short-term strategy, no
time for customers to build loyalty; e.g. sale price on a
product.
• Manufacturers use this technique to encourage
purchasing of the brand.
• Can be directed at trade, retailers or distributors.
Push Vs Pull Strategies
• A push strategy encourages wholesalers and retailers
to increase inventories (at the expense of competitors)
through promotional activities such as personal selling,
trade advertising and trade-orientated promotion (sales
influence, advertising and promotions in the form of
allowances).
• A pull strategy is directed to consumers with the intent
of influencing their behaviour. The goal is to have
consumers seek out retailers who sell the brand by
directing customer advertising or promotions towards
them.
Responsiveness to Promotion
Loyalists – Consumers
Consumers Consumers Switchers –
consistent Consumers only
mostly with some even when all
purchase loyal to one responsive
loyalty to a loyalty to a brands are on
patterns; will
brand to sale, they may
buy the brand brand brand
regardless of promotions switch brands
whether the
brand is on
special
Most consumers fall somewhere between the two extremes
Types of Consumer Promotion
Experiential Coupons and

Sampling
marketing vouchers
Purchase
Special prices Bonus packs
premiums
Continuity
Rebates Sweepstakes
programs
Overlay and
Retailer
tie-in
promotions
promotions
LO3: Sales Promotions
• Trade promotions :
• trade allowances
• forward buying and diverting
• cooperative advertising and vendor support programs
• trade contests and incentives
• trade shows
Assume that you are working in the marketing department of
Arnotts. The company is developing a new biscuit.
You are convinced that promotion is the best way to launch this
new product. Explain what the term 'promotion' means, discuss
how it is different than advertising and list the types of
promotions appropriate for each of the potential targets of
sales promotion for this type of product.

Next Session:
Media Analysis
Group Consultation – Draft Report
WELCOME TO
MARKETING COMMUNICATIONS
200086
Know the industry
http://www.campaignbrief.com/
Personal Selling, PR and
Sponsorship Marketing
Learning Objectives
LO1: Importance of Personal Selling
LO2: Characteristics of Marketing Public Relations
LO3: Characteristics of Sponsorship Marketing
What did you learn from the
video on vUWS Module 10
LO1: Personal Selling
• is a form of person-to-person communication
• occurs when a salesperson works with
prospective buyers and attempts to influence
their purchase needs in the direction of the
company’s products or services
• is based on creating strong relationships
between the seller and the buyer
• has the drawback of being more costly than
other forms of marketing communications.
Advantages
Enables customisation
Provides immediate
Facilitates a high level of sales message to the
feedback during the
of customer attention customer’s specific
sales presentation
interests and needs
Allows the salesperson Greater ability to

to communicate a demonstrate a Potential to develop
larger amount of product’s functioning long-term relationship
complex information and performance with the customer
than other methods characteristics
Disadvantages
Loss of control as staff

often work alone and
More costly
must use their own
initiative
Potential for a lack of

Staff work under great consistency related to
pressure to attain the marketing
results communications
objectives
Philosophy behind relationship marketing
Build the sales process A customer-driven Sales representatives

on a foundation of atmosphere is should act as if they
trust and mutual essential to long-term were on the
agreement growth customer’s payroll
Customise solutions to
Salesperson
Emphasise after-sales a customer’s
professionalism and
service individual needs and
integrity is essential
problems
Technology influence on personal selling
• higher expectations (e.g. instant action to a request)
• the technologies that are available to competitors
• increase in demands of customers
Customer Relationship Management (CRM)
Rel Short-term activities

ati
ons Feedback
Initiation hip Gathering customer
information
Handling requests
Enhancement
Long-term perspective
Build relationships with
the aim of making them
Maintenance
long-term
Sales Role
Pre-approach Approach Presentation Demonstration
• Activities prior to • Seeing customers; • Identify needs • Suitability of the

seeing customer generating interest in product is essential
salesperson and • Present a solution
• Background research • Ensure performance
product • Be a good listener is highlighted
• Understanding what • Building a rapport • Demonstration types
the customer may include:
need • The approach may be • models
judged in the first • physical product
• Formulating a plan minutes of contact
• charts, graphs
• testimonials
• simulations
• photographs
• videos
Sales Role
Negotiation Close Servicing the sale

• Overcoming buyer • Different • As important as any
resistance and approaches to other step
addressing concerns closing an order
• Helps develop
include:
• The optimal longer-term
outcome is where • trial close relationships and
both parties ‘win’ provides additional
• direct close value
• summary-of-ben
efits
• assumption close
• silence
Lead Generation
Lead generation is an element of prospecting for customers by
researching potential customer information.
Sources include:
• directories
• trade shows
• seminars and conferences
• direct marketing campaigns
• cold calling
• referrals
• networking
Qualifying
• Qualifying is another element of customer
prospecting. Through a filtering process, it identifies
the best focus of attention.
• Researchers can ask the following questions:
- Is the person financially able to purchase?
- Does the person have the authority to purchase?
- Is the person able to make the buying decision?
- Is the person in the market for this product?
Six Characteristics determining salesperson performance
Aptitude Skill level Motivational level
• Interests, intelligence • Individual’s learned • Amount of time and

and personality proficiency at energy a person is
characteristics performing selling tasks willing to expend on
(knowing how to make job-related activities
a sales presentation, • ‘Working hard’ and
resolve conflict) ‘working smart’
• Four personality types
of salespeople:
• competitors
• ego-driven
• achiever
• service-oriented
Six Characteristics determining salesperson performance
Role perceptions Personal characteristics Adaptability

• Accurate perception of job • Age, size, appearance, race, • Ability to adapt to situations
roles gender etc. • Adaptive selling
• Role conflict diminishes sales • Androgyny • Recognise need for
performance • degree to which different selling
• Organisational citizenship individuals feel that they approaches in different
behaviour: are characterised by traits situations
• altruism associated with both men • Confidence in ability to
• sportsmanship (M) and women (F) use variety of selling
• civic virtue • empathetic (F) approaches in different
• conscientiousness • competitive (M) situations
• sensitive (F) • Confidence to alter selling
• ambitious (M) tactic during a sales
encounter
• Actually using different
approaches in different
situations
Working in a group 3 people (1 customer, 1 salesperson, 1
observer) practice your sales pitch for the following 3 products.
Each person takes turn to practise their sales pitch.
Product 1: Television
Product 2: Car
Product 3: Cosmetics
LO2: Marketing Public Relations
• Public relations (PR) is concerned with the development
of positive relationships between the organisation and its
stakeholders (i.e. customers, employees, shareholders,
governments etc.).
• PR comprises two main strategies:
• PROACTIVE
• REACTIVE
• Marketing PR (MPR) is an active form of PR activities
designed to maximise opportunities that will improve an
organisation’s marketing communication objectives and
outcomes (e.g. product sales).
• MPR has a greater focus on customers and products.
• Rising costs and increased cynicism from customers has
given MPR a greater role in marketing communications.
• It is argued that MPR offers a more credible and
cost-effective way of facilitating marketing success.
• The internet has increased consumers’ desire for
‘authentic’ information.
• MPR messages are seen as more credible than PR
because they are reported by journalists.
• Samsung Product Launch:
https://www.youtube.com/watch?v=sHR8efUn3SY
Proactive MPR
• Press releases:
- are a tactic aimed at winning positive, free coverage in the media
- cover product launches, product enhancements and other
newsworthy topics
- are delivered to editors and journalists of newspapers, magazines
and other media.
• Product releases:
- announce new products
- provide relevant information, features and benefits about the
products
-can be audio-visual in format.
Proactive MPR
• Executive-statement releases:
- are news releases quoting CEOs and other
corporate executives
- may address a wide variety of issues (e.g.
industry developments, future sales forecasts and
foreign competition)
- are published in the news section
- carry a significant degree of credibility.
Reactive MPR
• The public relations response to a crisis management type
situation is called reactive MPR.
• It aims to repair the company’s reputation, prevent market
erosion and regain lost sales.
• Quick and positive responses are imperative:
• e.g. the recall of Mars and Snickers products by
Masterfoods Australia following an attempt at extortion.
• Corporate response and crisis management
• Not all consumers are equally influenced by negative
publicity.
• However, a quick and effective response is always
required.
Parramatta Eels rugby league club faced a
nightmare scenario with allegations made regarding
breach of the salary cap.
Sponsorship involves an exchange between a
sponsor (brand) and the person, organisation,
location or event that is to be sponsored.
- The sponsored party receives a fee.
- The sponsor obtains the right to associate itself
with the sponsored activity and market that
association.
Sponsorship Marketing Growth
Helps companies respond to

Avoids clutter inherent in Helps gain approval from
customers’ changing media
advertising media stakeholders
habits
Aids in targeting
communications to specific
Enhances brand equity
geographic regions and/or
through association
demographic or lifestyle
groups
Selecting Events
Is the event consistent with the brand image?
Does the event reach the target audience?
Is this event one that the competition has previously sponsored? Is there a
risk that consumers will forget the actual sponsor?
Is there a risk of a clutter of sponsors and/or ambush marketing?
Does the event complement existing brand sponsorships?
Does the budget support the sponsorship costs and potential by two to three
times what it cost in advertising, point-of-sale, promotions etc.?
Event Sponsorship
• Creating customised events
- This provides a brand with total control over locations, venues, scheduling,
content, marketing, and sanctioning of the event.
- It removes the problem of ‘clutter’ from too many other sponsors:
e.g. Red Bull’s flying and snowboarding events.
• Sponsorship of a location or team
- Etihad Airlines sponsors Etihad Stadium (formerly the Telstra Dome).
- This type of sponsorship can be difficult to measure.
• Ambushing
- Ambushing occurs when companies create a false impression
of sponsorship:
e.g. Holden flew a red blimp over the MCG during the 2006 Toyota
AFL Grand Final.
Red Bull aggressively uses sponsorships to
build brand equity.
Cause-related Marketing
• CRM involves giving support, often in the form of
funds, to charities or causes.
• CRM is an amalgam of PR, sales promotion and
corporate philanthropy:
• e.g. when a company pledges to contribute to a
designated cause every time the customer
undertakes some action that supports the
company and its brands.
Westpac is one example of an Australian brand that
uses CRM to connect with customers, potential
customers and shareholders.
Benefits of Cause-related Marketing
Enhances
Combats negative Generates
corporate or brand
publicity incremental sales
image
Increases brand Broadens Reaches new

awareness customer base market segments
Increases a brand’s
retail
merchandising
activity
What is ambush marketing?
Find out how Nike ambushed Adidas at

major sporting events.
Group Consultation – draft reports

Next Session:
Media Analysis

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Marketing & Digital Communications

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