نسخة Chapter 1, MKT-322

Marketing Communications
Eighth Edition
Part 1
Introduction to marketing
communications
Chapter 1
Introduction to Marketing
Communications, issues,
influences and disruption
Copyright © 2019, 2016, 2013 Pearson Education, Inc. All Rights Reserved
Chapter Outline
• Introduction to Marketing Communication
• Engagement
• Scope of marketing
• Tasks
• Explanation
• Adaptation
• Big Data
• Data Management Programme
• Programmatic Technologies
• Consolidation and Convergence
• Teleological Approach
Marketing Communications
• Marketing communications is used in different ways, to
achieve different goals, and to pursue marketing and
business objectives, engaging audiences is key to the
success of any campaign.
• These audiences consist not only of people who buy
their products and services but also of people and
organisations who might be able to influence them, who
might help and support them by providing, for example,
labour, finance, manufacturing facilities, distribution
outlets and legal advice
Engagement
• ‘Engagement’ refers to the nature of the communications that can occur

between people, and between people and technology.
• Marketing communications is closely aligned to an educational context and
Li et al. (2013) refer to three types of engagement taken from a learning
perspective.
• These are cognitive, relational and behavioural engagement. Cognitive
engagement refers to the degree to which individuals are engrossed and
intellectually involved in what they are learning (messages).
• Relational engagement refers to the extent to which individuals feel
connected with their environment
• Behavioural engagement reflects the extent to which individuals feel
involved and participate in activities.
Engagement
• A range of communication tools are available to first
expose, and then sometimes to gain the attention,
captivate, and then enable interaction with an audience.
• It is often achieved through a blend of intellectual and
emotional content.
• Engagement may last seconds, such as the impact of a
funny video ad, an emotional TV ad, a witty radio
commercial or an interactive billboard.
• Alternatively, engagement may be protracted and last
hours, days, weeks, months or years, such as an
exhibition, a festival sponsorship or brand experience.
Table 1.1
The developing orientation of marketing
communications
Figure 1.1
The two key drivers of engagement
Source: From Essentials of Marketing Communications, Pearson Education (Fill, C. 2011) Figure 1.3, p. 10, reproduced by permission of Pearson Education Ltd.
Response
• to develop brand values, attitudes, preferences and the positive
thoughts.
• This is grounded in a ‘thinking and feeling orientation’, a
combination of both cognitive thoughts and emotional feelings about
a brand.
• ‘behavioural’, these might include trying a piece of cheese in a
supermarket, encouraging visits to a website, sampling a piece of
music, placing orders and paying for goods and services, sharing
information with a friend, registering on a network, opening letters,
signing a petition or calling a number
Figure 1.2
The Scope of Marketing Communications
Source: From Redefining the nature and format of the marketing communications mix, The Marketing Review, 7 (1), 45-57 (Hughes, G. and Fill, C. 2007),
reproduced by permission of Westburn Publishers Ltd.
Scope
• Audience experience: basic level: great experience
through planned communications : product and service
experience and sometimes unplanned communications
also like empty shelves, out of stock etc.
• Planned communications: tools ( advertising,
promotions, personal selling, direct marketing etc),
media (magazines, websites or television programmes)
and message(content).
• Unplanned communications: can be negative or positve
Tasks
• Inform
• Remind
• Persuade
• Compare
Table 1.2
DRIP elements of marketing
communications
Figure 1.3
The environmental forces that shape marketing
communications
Figure 1.4
The marketing communications mix
Explanation
• Major changes are observed in the communications
environment and in the way organisations can
communicate with their target audiences.
• Digital technology has given rise to a raft of different
media at a time when people have developed a variety
of new ways to spend their leisure time.
• These phenomena are referred to as media and
audience fragmentation.
• The Internet and digital technologies have enabled new
interactive forms of communications, where receivers can
be more participative and assume greater responsibility for
their contribution in the communications process.
Explanation
• Communication tools: advertising, sales promotions,
public relations, direct marketing and personal selling.
• Huge choice of media and leisure activities, including need
to explore and discover new activities, people,
experiences and brands, to participate in events and
communities, to share experiences and information, and
to express themselves as individuals.
• This reveals that people seek active engagement with
media and when to consume information and
entertainment.
• People are motivated and able to develop their own
content, be it through text, music or video, and consider
topics that they can share with friends on virtual networks.
Explanation
• Media and messages are there-fore key to reach
consumers today, not the tools.
• More direct and highly targeted, personalised
communications activities using direct marketing and the
other tools of the mix now predominate. This indicates
that, in order to reach audiences successfully, it is
necessary to combine not just the tools, but also the
media and the content and messages.
• Messages can be : informational, emotional, user-
generated and branded content.
• Marketing communication mix is showing a shift
approach: from intervention to conversation
Explanation
• The dashed lines serve to illustrate the varying
degree of integration and coordination between the
three elements. The wider the circle, the higher the
level of integration and the more effective the
marketing communications mix.
Figure 1.5
Some of the issues and influences that shape
marketing communications
Adaptation
• Glocalisation
• Global Consumer Culture Theory:
globalisation of markets has led to the
emergence of a global consumer culture,
with consumers who share similar beliefs
and consumption values. These
consumers are not bound by where they
live and so this market segment exists
across borders.
Big data
• Volume
• Velocity concerns the near real-time speed at which the
data is created, stored, analysed and visualised.
• Variety refers to the structured and unstructured data
formats that characterize.
• Veracity concerns the accuracy of the data and the
subsequent analyses that are undertaken.
• Variability refers to the extent to which the data is liable
to change its meaning.
• Visualisation concerns making sure that complex data is
presented in an easy to under-stand and
comprehensible format.
• Value refers to the benefits created for organisations.
Data Management Program
• DMPs use first-and third-party data from online,

mobile and offline sources. They collect, classify,
analyse and transfer data to other platforms
such as those used for targeted advertising,
content customisation and campaign
management.
Programmatic Technologies
• Programmatic technologies are concerned with the
automatic buying of digital advertising space, using
data from a DMP, to decide which ads to buy and how
much to pay for them. This is often undertaken in real
time.
• In particular programmatic enables advertisers to
target very exact audiences, at precisely the right
time, in the right context and with the right creative
message.
• In addition, campaigns can be adjusted or optimised,
based on real-time information, to re-target audiences
and to deliver more appropriate messages
Consolidation and Convergence
• Technology has forced media channels together and as a
result many organisations are moving into unfamiliar
markets.
• This is evidenced by deals such as Facebook’s purchase
of WhatsApp and Instagram, Apple’s takeover of Beats
Music.
• This means that while previously these companies
operated in separate sectors, convergence has brought
them into direct competition with one another.
Convergence and integration activity can be seen through
consoles such as the PS4 and Xbox One, which now host
streaming apps such as Netflix, Amazon and Now TV, all
accessed through the home screen.
Teleological Approach
• A teleological approach to ethics is

based on the concept of seeking a “telos”
in ethical decision-making. Telos is a
Greek word meaning “end” or “goal”;
thus, teleological ethics is concerned with
how choices will affect a particular desired
moral outcome
Figure 1.6
Benefits of using contemporary technologies
within marketing communications
Areas of ethical concern in marketing
communication
• Mass Manipulation
• Truth telling
• Vulnerable groups
• Privacy and respect
• Taste and decency
• Incentives, bribery and extortion
Key terms associated with online
advertising issues
• Transparency
• Brand safety
• Ad fraud
• Viewability

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Marketing Communications

• ‘Engagement’ refers to the nature of the communications that can occur

• DMPs use first-and third-party data from online,

• A teleological approach to ethics is

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