Course plan

Session 5
• Workshop: strategy/creative briefs

Session 6
• Workshop: continued

Session 7
• Aspects of international marketing communication and strategy
Textbook: chapters 13, 14, 15
From the text collection:
Percy, Rossiter & Elliott: The Strategic Planning Process
Jon Steel: Serendipity – “got milk?”

• Session 8
• a) Aspects of international marketing communication and strategy
• b) Course evaluation
See lecture 7
From the text collection:
H. David Hennessey: Marketing Communications Trends in the……
O’Connor, Galvin and Evans: Electronic Marketing and Marketing…..

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 The creative brief 1

1) Communication objective: ”Jolly skulle gøres til et tidssvarende mærke, som er det
foretrukne alternativ”.

2) Brand ambition (core of the brand): ”DERES klæ’r dig på”.

3) Target group and consumer insight (consumers’ need for the

brand, both emotional and consumption wise):
Target group: parents
Consumer insight: ”´Sjovt, at ungerne nu vil ha’ Jolly, for det drak jeg jo selv som barn”
eller ”Jeg vil være en succes” (DERES).

4) Target group’s relations to product category and competitors:

5) Brand’s current position and image: (A)

6) Brand’s desired position and image: (B)

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 The creative brief 2

7) Proposition/promise: (C)
”fakta er det hurtigste sted at handle dagligvarer”.
”Show your best side” (DERES)

8) Why should the consumers believe your promise?:

9) Tone, style, guidelines….

A C

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 A brief

1. Brand Idea What is this job doing for the xx

brand and the xx values?

2. Requirements A clear and crisp overview of the job.

A detailed list of the elements is
required at “What is needed?”

3. Market context A clear and crisp overview of the

market factors relevant for this job.

4. Brand opportunity What is xx’s objective – our chance and

opportunity for this job?

5. Communication objectives What are the measurable objectives for

this job?

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 A brief

6. Target audience

7. Proposition What is the unique and simple-minded

proposition for this job? What’s the
message?

8. Critical support Why this message?

9. Tone-of-voice Are there any guidelines for style and

tone-of-voice that must be met in the
execution?

10. Musts What is mandatory?

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 A brief

11. What is needed? List of elements required

12. Other Additional relevant information

13. Practicalities

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 Last week: The creative brief – just an example

Objectives
Which brand values should be maintained/acquired/refocused?

Target audience/insights
Who are we talking to? What are their attitudes and beliefs? What
insights are there about the target group?

Proposition
What is the core message being conveyed?

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 ”got milk”

Some of milk’s problems: people concerned about fat content

regarded as kids’ drink
milk is boring
= image problem

The ”Board” had tried image campaigns, which were successful in changing attitudes but not
sales.

So the brief was wide open – start from scratch:

”So I’m not interested in image. If all we do is
affect image, we will all lose our jobs. We need
affect behavior. People have to buy more, and they
have to consume more. That’s the objective. And I
don’t give a damn how we get there.”

Also, farmers/board had decided to give themselves two years to make a difference!

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 ”got milk”

NOTE: All the research that was carried out ”along the way”.

1. ”As we talked about this in the agency, we quickly arrived at the conclusion that if our
task was to influence hehavior quickly, then trying to amplify existing behavior, by
persuading people to use more milk, or use it more often, gave us a much greater
chance of success. Those who were not using milk, or using less of it, were often doing
so for reasons that were quite deeply ingrained, and it seemed to us that advertising
was not likely to make a difference, at least in the short term.”

2. ”If we were right to talk to the user group, then the immediate question we had to answer
was ”how do they use milk?” Dave from the board offered an insight:

”If you think about it, you hardly ever use milk on its own….brownies, or cereal, coffee…
those things taste to good with milk, and you can’t imagine eating them without it.””

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 ”got milk”

NOTE: All the research that was carried out ”along the way”.

3. Research confirmed that very little milk is consumed in isolation

4. People were attracted by the food and immedieately imagined a glass of milk alongside it. People
want food first and milk second.

5. ”…maybe there was something in these emotional reactions to not having milk that we could exploit.”

6. ”We wanted Californians to think about milk in a way that they did not normally do……Somehow,
advertising had to affect their minds in the same way, but more than affecting their minds, it also
had to affect their behavior. From what we had observed in our initial research, where simply
talking about food items like brownies [..] made people want to eat them and wash them down with
milk, we thought that it might be possble to create more milk occasions, so that people would use
more milk. Usage patterns had to be to purchase patterns, so that people would not only use more,
but also buy more.”

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 Recent Developments in Below-the-line Marketing
Communications

”Originally mass communications, predominantly advertising, represented the only

realistic way of reaching large audiences in a cost-effective manner. Advances in
information systems and technology (IST) have enabled new channels and
communication tools to be developed, which in turn has stimulated the design of
alternative, more targeted, and personalized communication opportunities. Two
main forms of communication can be identified: (a) advertising (which uses paid-for
media) and (b) all other tools (which do not use paid-for media).”

”The primary goal of this chapter is to consider the current and future impact of IST
on this second group of marketing communication tools, which have become known
as ’below-the-line’ communications.”

(Chris Fill, in Kimmel: Marketing Communication, Oxford University Press 2005)

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 Recent Developments in Below-the-line Marketing
Communications

”Atlthough below-the-line marketing communications comprise an increasingly wide

range of approaches, the core tools are sales promotion, public relations, personal
selling, and direct marketing. In fact, a variety of other communication methods are
derived from these primary tools…”

Some of the methods: sponsorhip, events, field marketing, in-store, merchandizing

activities, product placement, lobbying, customer magazines, conferences, facility
visits, websites, exhibitions.

In-store activities include window displays, posters, signs, information cards, counter
and check-out displays

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 Recent Developments in Below-the-line Marketing
Communications

About below-the-line:

1. …and overriding strength is their capacity to stimulate action and to bring

about behavioral responses in target audiences.

2. Of all the tools, public relations has the widest sphere of activity as is seeks
to influence the thoughts and actions of a range of stakeholders, not just
customers.

3. However, brand development in many consumer markets is often undertaken

through the sole use of below-the-line tools, simply because there are
insufficient financial resources to use advertising.

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 Recent Developments in Below-the-line Marketing
Communications

From transactional to relationship marketing - the transition has yet to be completed,

but the move appears to be irreversible and an inevitable development.

Three main distinguishing characteristics of relationship marketing:

1. The recognition that all actions should seek to maximize the lifetime value of
a customer.
2. The recognition that marketing actions need to be addressed to multiple
markets, not just customer markets.
3. The recognition that marketing is a cross-functional activity and not merely
the preserve and responsibility of a marketing department.

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Recent Developments in Below-the-line Marketing
Communications

”Thus, if relationship marketing focuses on customer retention, then a key

task is to manage customer behavior. The role of marketing
communications in this context is to encourage and reinforce behavior,
to convey trust, and build commitment in order to encourage increased
purchase frequency, cross buying, and product experimentation. In
other words, there is a strong complementary aspect with the tasks of
below-the-line communication tools.”

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 Elliott, Percy & Rossiter: In the marketing plan

”All marketing communication must be consistent with, and in support of, the overall
marketing plan. Before a manager even begins to think about specific
communication issues, it is important to review the marketing plan”

= setting the scene, creating a general understanding

= marketing communication does not exist in a vacuum

And remember:
Marketing and marketing communication are two very different, but closely
connected, worlds.

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 In the marketing plan

The five key areas where the manager could look for inspiration before beginning the
strategic planning process for marketing communication:

1. Product description – What are you marketing? Do you and the target audience
understand what it is?
2. Market assessment – What is your overall assessment of the market?
3. Source of business – Where do you expect business to come from? E.g. from new or
existing users?
4. Competitive evaluation – What is your competition and it position itself? Get to know
the competition’s communication approach and tactics.
5. Marketing objectives – What are the marketing objectives for the brand?

However, in truly consumer-driven companies the persons in charge of

marketing communication already know what’s in the marketing plan.

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 After or based on the marketing plan

1: Select the target audience based upon the overall marketing strategy.

2: Determine the best positioning for the brand within its marketing communication.

3: Establish communication objectives that are related to steps one and two.

4: Develop a communication strategy based upon the communication objectives

selected.

5: Choose the best available communication options (media) to deliver the message
and satisfy the communication objectives.

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 Comments on…

1: Select the target audience based upon the overall marketing strategy.

2: Determine the best positioning for the brand within its marketing
communication.

3: Establish communication objectives that are related to steps one and two.

4: Develop a communication strategy based upon the communication

objectives selected.

5: Choose the best available communication options (media) to deliver the

message and satisfy the communication objectives.

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 Loyalty Model Groupings

Elliott, Percy & Rossiter – Loyalty Model Groupings:

Loyal: highly satisfied with their brand and unlikely to switch.

Vulnerable: satisfied
”Lists” like these make it with
looktheir
toobrand, but little perceived risk in
simple!
switching.
But why are they still useful?
Frustrated: not satisfied with their brand, but feel the risk is
greater than the potential gain in switching.

Switchable: neither satisfied with their brand nor inhibited from

switching.

Loyalty reflects the target market’s attitude toward the category and its brands.

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 Decision participants

 …initiator who suggests the purchase

 …influencer who recommends or discourages purchase

 …decider who makes the actual choice

 …purchaser who does the actual purchasing

 …user who consumes or uses the product or service

Marketing communication is aimed not just at individuals, but at individuals in a role.

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 Decision participants

 ”…no matter how many participants may be involved in a decision process, we

want to be sure that initiators are aware of our product and positively inclined to
suggest considering it (either to themselves or to others), and that influencers
have reasons to recommend it (again either to themselves or to others):”

 ”…it will require more commitment from a consumer in the role of decider when
the product choice decision is high-involvement than where it is low-
involvement. This will have clear implications for strategic message
development.”

 ”For most low-involvement purchase decisions, the decider, will be a single

person. With high-involvement purchase decisions, the decider may be a single
person; or for large household purchases, a couple;…”

 ”…messages need to accomplish different things depending upon where you are
and what role you are playing in the decision process.” OF COURSE!

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 Decision Participant Grid - Holiday
Role in decision Target audience Target audience
Consumer Provider
Initiator Self, friends, family

Influencer Self, friends, family Travel agent, resorts,

other destinations

Decider Self, mate

Purchaser Self, mate Travel agent

User Self, mate, family

The DPG enables managers to stimulate and organize their thinking

By taking time to think through a DPG the manager is forced to focus upon the roles in the
decision process and what implications there may be for marketing communication, even
in the simplest case where one person plays all five roles.

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 Decision stages – a generic model

Decision stages

Need arousal Brand Purchase Usage

consideration

Decision roles

Where stage is
likely to occur

Timing of stage

How stage is
likely to happen

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 Decision stages

Decision stages

Need arousal Brand Purchase Usage

consideration

Decision roles ”Once we have identified what the likely decision stages are for
consumers making choices in a category, we must identify everyone
Where stage is who might play a part in the decision process, and the role or roles
likely to occur thay play at each decision stage.

Timing of stage

How stage is
likely to happen

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 Decision stages

Decision stages

Need arousal Brand Purchase Usage

consideration

Decision roles

”An important key to effective marketing communication is to identify

Where stage is where in the decision process a message of some kind might make
likely to occur
a positive contribution. The better we understand where those
Timing of stage opportunities, lie, the better our media planning. We need to know
where members of our target audience (which at this point is
potentially everyone involved in the decision process) are likely to
How stage is be making decision.”
likely to happen

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 Decision stages

Decision stages

Need arousal Brand Purchase Usage

consideration

Decision roles

Where stage is
likely to occur

Timing of stage ”Understanding the timing of the decision is also very important for
media planning, especially for when to schedule media.”
How stage is
likely to happen

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 Decision stages

Decision stages

Need arousal Brand Purchase Usage

consideration

Decision roles

Where stage is
likely to occur

Timing of stage ”The ’how’ is your best description of what is happening at each
stage of the decision process. What happens to stimulate a
perceived need for the product? How is the target market going to
How stage is
behave? Where are consumers likely to find information about
likely to happen
brands (if they need it)? What goes on when actually making a
purchase. How is the product actually used?”

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 Comments on…

1: Select the target audience based upon the overall marketing strategy.

2: Determine the best positioning for the brand within its marketing
communication.

3: Establish communication objectives that are related to steps one

and two.

4: Develop a communication strategy based upon the communication

objectives selected.

5: Choose the best available communication options (media) to deliver the

message and satisfy the communication objectives.

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 Setting communication objectives

”Depending upon where a product or brand stands within the market, as defined by
the consumer, we will have various options open to us that will guide the
selection of the desired communication effect. Once this is done, we will be
in a position to choose the appropriate effect for a communication objective.”

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 Potential communication objectives

Category need When it is necessary to remind the target of their

need for the category or when you must sell the
target audience the need. Not very often required as a
objective, because most brands are marketed in categories
where the perceived need is well established.

Brand awareness Always an objective in order to enable the target

audience to identify the brand in enough detail to
purchase or use the brand.

Brand attitude Also always an objective because there must be

some other reason to select one brand over the
other.

Brand purchase intention Not often a specific objective except when brand
attitude is positive and a ’reason to buy’ now is
required. ’I think I’ll try that brand.’

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 Importance of involvement and motivation

”In terms of involvement, we need to know whether or not the target audience sees
any risk in the decision to buy or use a product or service.”

”The reason this idea of involvement is so important is that in processing a

message, when involvement is low and there is little if any risk involved, you do
not really need to believe the message is true. On the other hand, when the
decision is high-involvement and fiscal or psycological risk is involved, you must
accept the message as true before you will consider the brand.”

Elaborative Likelihood Model looks at involvement.

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 Elaboration Likelihood Model
The two routes to persuasion.
”The central route is
used for high-
involvement products.
Consumers are
influenced by strong,
product related
arguments.”

”For low-involvement
products, the peripheral
route is used.”

”…associates positive or
negative cues with the
brand as a result of the
execution or message
without engaging in any
extensive benefit-related Journal of Advertising Research, March 2003: 25-33
thinking.” (Elliot, Percy &
Rossiter)
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 Importance of involvement and motivation

”…motivation, if we do not know why someone wants to purchase a product

or use a service, we will not be able to identify effectively the appropriate
brand attitude and associated benefits.”

”Fundamentally, motivation can be divided into negative vs. positive

motives….Negative motives generally concern solving or avoiding problems.
Positive motives generally involve seeking more personal satisfaction.”

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 The Emotional Journey Seen before?

Developing communication – how do we get started?

A rather ”primitive” tool for discussion!

Comments, please!

”It’s not that simple!”

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The Emotional Journey

+ target group + strategy + communication objective

+ etc.

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 The Emotional Journey

Remember: No point of contact with the consumer should be ”accidental”!

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A journey towards effective communication! Girl, 8.

Message Emotional Media Execution

Take-away

Pre-purchase Now new dolls Woaaw ? Let the experts

New features Gotta have it

During purchase Extra add ons Woaaw ? Let the experts

New features
Woaw there are
so many

Post-purchase Fun, fun More fun ? Let the experts

You can get more than I thought
Flow i forbrugerens møde med produkt/brand
Post-post Great play Fantastisc ? Let the experts
purchase universe universe

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 Hennessy: Marketing Communications Trends in
the Emerging Global Marketplace
The text is basically an ”easy-reader” providing input, inspiration and an overview

Some interesting points 1:

1. ”However, the volume of communications directed simultaneously toward

targets in multiple countries is actually small. The majority of advertising
activity still tends to be directed toward one country at a time.”

2. ”Thus, Kimberly-Clark has moved from a local approach to a global

approach, while Coca-Cola has gone from a global approach to a more local
campaign.” = Good example on p. 87.

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 Hennessy: Marketing Communications Trends in
the Emerging Global Marketplace

Some interesting points 2:

3. ”When global marketers fail because of misinterpretation of the local culture,

they usually do so because they advocated an action inconsistent with the
local culture or because they chose an appeal inconsistent with the
motivational pattern of the target culture.”
4. ”Advocating the purchase of a product whose use is inconsistent with the
local culture will result in failure, even if the appeal itself does not violate that
culture per se.”
5. ”Similarly, companies can also fail if the appeal or message employed is
inconsistent with the local culture, even if the action promoted is not.”

6. Consequently, a foreign company entering a new market has to be aware of

both cultural aspects: the product’s use and the message employed.”

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 Hennessy: Marketing Communications Trends in
the Emerging Global Marketplace

Some interesting points 3:

7. ”This campaign [Whirlpool, p. 93] was successful in many markets because

the purchasing criteria and the purchase motivation of women were
sufficiently similar.”

8. ”Many Sprite ads are run worldwide unchanged, while others are tailored
locally. All share the same basic theme of self-reliance and trusting one’s
instincts. The company found that despite cultural differences in different
markets around the world, there was strong global similarity among
teenagers no matter which country was involved.”

9. ”Sales promotion has a largely local focus. Although some forms of

promotions, such as coupons, gifts, and various types of reduced-price
labels are in use in most countries, strict government regulations and
different retailing practices tend to limit the options for global firms.”

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 O’Connor, Galvin & Evans: Electronic Marketing
and Marketing Communications: The Role of
Technology

Electronic marketing is having a dramatic impact on marketing communications.

Five messages that the authors believe today’s marketers need to understand if
they are to deliver marketing communications effectively in the future.

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 O’Connor, Galvin & Evans: Electronic Marketing
and Marketing Communications…

Message 1: Electronic marketing and marketing communications require a

modified marketing model.

Highlights:
• The electronic age is putting more power in the hands of the buyer than the
seller.
• Marketing communication activities are also becoming more targeted as a
result of more, and better information.
• Companies forced to adapt
• Traditional marketing is giving way to electronic marketing
• Electronic marketing involves the effective use of technology in all its forms.

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 O’Connor, Galvin & Evans: Electronic Marketing
and Marketing Communications…

Marketing area Traditional marketing Electronic marketing

Pricing Seller-driven Buyer-driven
Segmentation Demographic Biographic
Advertising Broadcast Interactive
Promotions Mass Tailored
Sales management Data with sales dept. Shared data
Distribution channels Intermediaries Direct
Customer ownership Company Network
Product Constrained Buyer-driven

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 O’Connor, Galvin & Evans: Electronic Marketing
and Marketing Communications…

Message 2: The marketing database is still at the center of marketing

communications.

Highlights:
• Electronic marketing is not just Internet marketing.
• Good customer segmentation requires individualized data on customers and
prospects.
• In addition to psychographics and transactional data, a third micro-
segmentation approach that has emerged in recent years is
biographics…..the ability to match names, addresses, purchasing behavior,
and lifestyles all together onto a single database allows companies to build a
model of someone’s life.

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 O’Connor, Galvin & Evans: Electronic Marketing
and Marketing Communications…
Message 3: New technologies can improve communication with
customers.

Message 4: Electronic marketing requires new skills and ways of

transferring knowledge within an organization.

Message 5: Companies need to address the increasingly complex issues

of data privacy and data protection.

From the conclusion p. 151:

”Although the technology is different, receiving an inappropriately targeted SMS

message is no doubt just as annoying for a customer as receiving a piece of
junk mail.

”If, however, data can lead to a deeper understanding of customers, then the
resulting knowledge can be used to inform more effective interactions.”
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