marcom notes - 1: Contemporary Marcoms Implications for...

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1: Contemporary Marcoms Implications for Marcoms Media Less faith in mainstream mass media advertising Increased reliance on highly targeted communication types (direct marketing, interactive marketing, one-to-one communications) Media overlap (fuzzy distinctions between communication types) Media segmentation (or fragmentation?) Clients-Agencies An increasingly international (global?) business (for both clients and agencies) Greater reliance on out-sourcing, networks and alliances (with attendant confusion over who is responsible for coordination – who in fact are the custodians of the brands) Greater demands placed on agencies (managing international campaigns across a network of partners) Increasing pressure to demonstrate a return on investments in marketing communications (measurable communications vs. creative communications) Integrated Marketing Communications IMC – the planning and execution of all types of communication to meet a common set of communication objectives for the brand, particularly to support a single positioning for the brand MARK 2053 | Marketing Communications & Promotions Management
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2a: The Marcoms Challenge The Pitfalls of Marketing Communication Why your brand does not have 100% Market Share 1. Gaining Awareness amongst the Target Audience a. The target audience fails to be exposed to the communication e.g. wrong media, placement timing b. The target audience fails to process the communications e.g. media clutter, bad advertisement c. The target audience fails to connect the communications to the named brand un-memorable brand but memorable ad 2. Being considered by the Target Audience a. Advertising that fails to understand the target audience b. Advertising that fails to provide any real point of difference e.g. me too advertising c. Advertising that provides an inappropriate point 3. Securing preference of the Target Audience a. Increasing awareness of the product category not the brand b. Countervailing communications e.g. competitor communications 4. a. Limited distribution coverage e.g. failing to mention distribution points b. Stock outs and availability c. Price too high for the target audience 5. Point of purchase Hijacking a. Contrary information at the point of purchase b. Contrary influence of salespeople c. Contrary influence of social norms 6. Repeat purchase and retention a. In use experience and direct consumption carries greater weight and credence than advertising claims and promises MARK 2053 | Marketing Communications & Promotions Management
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b. Decisions are invariable based on personal internal information not impersonal external information search MARK 2053 | Marketing Communications & Promotions Management
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2b: Theories of How Marcoms Work 1. A powerful determinant of people’s attitudes and behaviour (persuasion models) a. AIDA Awareness, Interest, Desire, Action 2. A relatively weak influence on attitudes and behaviour (reinforcement and nudging
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This note was uploaded on 11/02/2010 for the course MARK 2053 taught by Professor Markuncles during the Three '10 term at University of New South Wales.

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marcom notes - 1: Contemporary Marcoms Implications for...

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