Marketing Communications:

Theory and Practice

Andrea Tonner

Communication Channels
Todays class.
Consider the primary channels of marketing communications.

Consider the extended IMC mix.

Consider the characteristics of key IMC channels.

Work with practitioners to consider IMC channel excellence.

Channel selection for marketing communications
is one of todays most complex and pressing
issues for marketing managers in many countries
around the globe (Foley et al., 2005)

Foley, T., Engelberts, P. and Wicken, G. (2005), Compose: the art

of channel planning, Admap, Vol. 467, December, pp. 3-8.
The Primary Communications Mix
IMC Mix model

Sponsorship
Exhibitions
Packaging
Point-of-sale &
merchandising
Word of mouth
E-marketing
Corporate identity
Last week Sponsorship
Exhibitions
Packaging

& Point-of-sale &

merchandising
Word of mouth
E-marketing
Corporate identity
Types of selling
The selling function

There are many

types of selling jobs
Order-takers

Selling varies
Order creators according to the
nature of the selling
task
Order-getters

Order-Supporters
Characteristics of modern selling

1. Customer retention and deletion

2. Customer relationship management
3. Database and knowledge management
4. Marketing the product
5. Problem solving and system selling
6. Satisfying needs and adding value
The selling process
Preparation

The opening

Need and problem identification

Presentation and demonstration

Dealing with objections

Closing the sale

The follow-up
Strengths, weaknesses and when to use

When?

Complexity
Network Factors
Buyer Significance
Communication Effectiveness
 Sponsorship is ...

a contribution to an activity by a commercial

organisation in cash or in kind, with expectation of
achieving corporate & marketing goals
(Pickton & Broderick)

A form of enlightened self-interest, where a worthy

activity is supported with cash and/or consideration
in return for satisfying specific marketing or
corporate objectives
(Smith & Taylor)
Sponsorship

What should be sponsored?

How do you choose what to sponsor?
Is arts sponsorship better than sports?
If sponsorship works, why advertise?
Do sponsorship funds come out of the above-the-
line budget?
How much should be spent?
How is sponsorship measured?
 Two main categories

SPORTS ARTS

Sports sponsorship worth

$16.8 world-wide More highly targeted
Vast range of options From high brow to mass
between and within market
sports Festivals: reflecting
Large risks, large rewards changing demographics
Sponsorship
Support
Sponsor Sponsee

Company, Individual,
organisation Group or
Or Individual Organisation

Achievement of Corporate Goals

Exchange between sponsor and sponsee where latter
receives a fee and former obtains right of association
Marketing of association by the sponsor (Cornwell &
Maignan, 1998)
Sponsorship
Sponsorship can be very expensive.
Objectives
Corporate Hospitality
Targeting difficult or multiple consumer segments
Increasing visibility & awareness
Business to business focussed

Persuasive = Strength of Duration of x Gratitude +Perception

x
impact link link felt change

(Crimmins & Horn,1996)

Strength of link
Coke not developed strong link with NFL.
90
80
70
60
50
40
30
20
10
0
Pepsi Coke
Crimmins & Horn = insufficient advertising & marketing
expenditure behind event.
 Gratitude
Gratitude: Olympics 60% say: I try to buy a companys products if they
support the Olympics.
Exists before during & after games.
No gratitude if dont establish strong link
Gratitude only felt by fans ( can miscalculate
people who are fans)
Perception change:
 Perception Change
Can change perception of your brand & others
60

50

40
15%
30% 20%
30 visa
mastercard
20

10

0
3months pre Olympics 1 month post

Which brand of credit card offer the best product or service ?

(Crimmins & Horn,1996)
 Sponsorship Objectives

Awareness generation
Image building
Citizenship
Alteration of perceptions
Building trade relations
Motivating employees
Media attention
Shareholder reassurance
 New forms of Sponsorship
Broadcast and sponsorship

Programme creation
 Some close cousins ...
Product placement

- Aston Martin and BMW

in Bond movies

Celebrity endorsement
- supermodels, actresses and cross-over to sports
stars
Ambush Marketing

Dim Dim Girls

Jet Airways, Kingfisher, GoAir

Ambush marketing
Ambush Marketing= associating with a major event without
large scale investment to secure rights.
Fuji vs. Kodak
Wendys vs. McDonalds
A well defined campaign = beyond the opportunisitic.
Benefits of sponsorship & create consumer confusion & deny
legitimate sponsor clear recognition.
Cause Related Marketing
Cause Related Marketing: joins company or brand with a cause,
link established through marketing campaign, raise awareness
and funds simultaneously.

Corporate social responsibility is key to reputation but has little

marketing effect.

Can anthropomorphise the sponsor ( heart & soul)

Can increase consumer trust
Should show compatibility between company & cause
Should exhibit fairness towards the cause (consumers judge
motive)
Why sponsorship works?
Clearly builds awareness and familiarity with brand
Consumers do feel some degree of gratitude towards
sponsor (Blythe 2000)
Cognitively as with advertising, works through
association between brand & event (concept of image
transfer)
Judgements made on potential fit between event and
sponsoring brand; acceptability increases with fit (Fill
2002)
Emotional involvement (in event/brand) also crucial
(Copley 2004)
Hoek (1999) suggests combination of event,
sponsorship-linked marketing, and objectives
determine attitudes towards sponsorship
 Evaluation of Sponsorship

PROS. CONS.

Slips under the radar Many examples of weal logic,

Image transfer by association
Transcends national &
cultural barriers
Way round tight legislation
Can be inexpensive compared
to results
poor fit etc
Problems when linked to
celebrities
Difficult to evaluate success
Sponsorship clutter/impact?
Exhibitions
Exhibitions have 1 unique characteristic
that differentiates them from other media!

The only medium that brings the whole market

together
Buyers
Sellers
Competitors
All under one roof for a few days
Exhibition planning

Prioritise exhibition objectives

Develop an exhibition strategy
Select the right shows
Agree a design strategy
Determine pre-show promotional tactics
Train exhibition staff
Finalise exhibition operational (daily action plan)
Ensure follow-up
Evaluate post-show
Exhibitions
Prioritise exhibition objectives (1):

Sell, generated from new and existing

customers, agents and distributors
Launch new products
Maintain a presence in the market
Press coverage, internal and external
Reinforce relationships
Exhibitions
Prioritise exhibition objectives (2):

Support local distributors/agents

Market research
Test new ideas
Competitor analysis
Staff motivation
Meet new staff or potential recruits
Exhibitions
Selection checklist:

Type of exhibition
Target audience
Timing
Facilities
Costs
Previous success
Etc. etc. etc.
Exhibitions

Identifying measurable criteria:

Sales or orders
Number of enquiries
Qualified contact names for database
Visitors recall and awareness of the
organisations stand
Etc.
Exhibitions
Daily checklist:
Appointments diary
Visitors book/business cards
Enquiries log/lead form
Brochures
Badges
Business cards
Samples
Etc. etc. etc.
Product Placement
Deliberate placement of products or their logos
in movies and television, usually in return for
money.
Growth in product placement:
Mass market reach
Positive associations
Credibility
Message repetition
Avoidance of advertising bans
Measurement
Branding opportunities
Promotional opportunities
Risks Associated with Product
Placement

Movie or programme failure

Lack of prominence

Audience annoyance

Loss of control