A slide show of mine where I tell about the basics in marketing communication

1. MARKETING COMMUNICATION
Johanna Heinonen
JH 17.1.2012

2. Essentials
COMMUNICATION
1) Who is the receiver?
What and how he wants
Sender Receiver to be communicated?
2) Who is the sender?
”A good ”A GOOD What and how is the most
result!” RESULT” natural way to
Channel communicate?
3) What is the message?
How the message should
be formulated in order to
be interesting?
4) Which channel is to be
used? How the message
reaches the receiver best?
Pekka Disturbance Igor 5) Risks and disturbances?
• hunter • circus manager What are the risks and
• 30 years • 60 years how they are anticipated?
• Lapland • Moscow Target, timing, channels,
etc?
JH 17.1.2012

3. MARKETING MIX ‐
PROMOTION PRICE
PRODUCT
PEOPLE
PLACE PROMOTION
PROMOTION = All communication that happens inside or outside the company
1. You’ve got to have something to tell – the central message / the service
promise
• Company’s point of view
• Customers’ point of view!!!
2. ”The package”
• You’ve got to express the central message in such a way that customers
pay attention to it, notice your message and adapt it as their own
3. Media choices
• You’ve got to find the medias that your customers follow and use them
as your marketing channels
• The package? / The budget? / The effect?
4. Timetable
5. Responsibilities (The role of advertising agency?)
JH 17.1.2012

4. PROMOTION
• Information about a product, product line, brand, or company one
of the five key aspects of the marketing mix
• Definition of Promotion
– Promotion keeps the product in the minds of the customer and helps
stimulate demand for the product.
– Promotion involves ongoing advertising and publicity
• Above the line promotion:
– promotion in the media
– advertiser pays for it
– targeted directly to the customers
• Below the line promotion:
– All other promotion
– Promotion targeted to other groups than customers – affects indirectly
customers
– For example sponsorship, product placement, sales promotion, public
relations, trade shows
JH 17.1.2012

5. PROMOTION
• Promotional mix or communication mix:
– Advertising: Any paid presentation and promotion of ideas, goods, or services by an
identified sponsor
– Personal selling: A process of helping and persuading one or more prospects to purchase
a good or service or to act on any idea through the use of an oral presentation.
– Sales promotion: Incentives designed to stimulate the purchase or sale of a product,
usually in the short term
– Public relations: Non‐paid non‐personal stimulation of demand for a product, service, or
business unit by planting significant news about it or a favorable presentation of it in
the media.
• Two strategies: "push" and "pull".
– Push
• Uses salesmen and trade promotion to create consumer demand for a product.
• The producer promotes the product to wholesalers, the wholesalers promote it to
retailers, and the retailers promote it to consumers.
– Pull
• Uses advertising and consumer promotion to build up consumer demand for a
product.
• If the strategy is successful, consumers will ask their retailers for the product, the
retailers will ask the wholesalers, and the wholesalers will ask the producers.
NOTE! With promotion you build images and give information. Whether your promotion
campaign has emphasis on information or images depends firstly on customers wishes and
values and secondly on your product and company.
JH 17.1.2012

6. Decisions
in
marketing communication
Interactive marketing
Support for sales
Customer Personal Advertising Sales Public
service selling Promotion Relatuins
Communication in the print media
Direct marketing
Outdoor advertising
Electric media
(radio, TV, internet etc.)
JH 17.1.2012

7. Advertising
A message that is sent and paid by a recognisable sender usually in massmedia. The
message tells aboyt the services, products and the company and its goal ist tu
create/increase selling and/or the knowledge of the product/service/company or
create/improve the image of the prod
Why advertising needs?
1. It informs customers of the product/service/company and its contents and elements,
the price, the selling places…
2. It affects people’s attitudes and feelings and it aims for creating a good product‐ and
company image; a brand.
3. It wants to create a will for purchase by telling the good sides and the advantages in
buying the product
Johanna Heinonen-Salakka
JH 17.1.2012
12.2.2002

8. The positive elements in advertising
• Reaches masses
• Quick
• Cheap, if you consider the number of persons you
reach
• Cheap for the customer
The negative elements in advertising
• Expensive
• Demands skills to be done right
• Impersonal
Johanna Heinonen-Salakka
JH 17.1.2012
12.2.2002

9. How to make a good advertisement?
BASIC:
Keep it simple
Don’t change it
• in order to make people remember your advertisement, you must
use the same elements over and over again during the years. E.g. The
color blue in Fazer blue chocklate, color Red in Viking Line, three
stripes in Adidas, ”Have a Coce and a smile”
Advertisements can be
• Visually same (same color, logo etc)
• Verbally same (same slogan)
• Orally same (same sound)
Johanna Heinonen-Salakka
JH 17.1.2012
12.2.2002

10. How to make a good advertisement?
Go public regularyly and often enough
Don’t use too many elements in your advertisement – rather use empty space
Use picture as often as its possible
Further information about the topic can be found e.g. the following netsites:
• http://www.bly.com/Pages/documents/HTWAGA.html
• http://www.marketingtoday.com/marcom/writeads.htm
Johanna Heinonen-Salakka
JH 17.1.2012
12.2.2002

11. CONTENTS IN ADVERTISING
• main promise / central message
• the parts that support the main promise
Useful tool is AIDA (e.g. an exaggerated version is TV Shop)
A get your customers’ attention
I create interest
D make them desire your product / companu
A make them act (buy)
S guarantee satisfaction
Johanna Heinonen-Salakka
JH 17.1.2012
12.2.2002

12. Advertising campaing
Lasts a certain period during which the advertiser sends a message to
the target group in the chosen medias
The same message can be told with different communication tools
Levels in advertising campaing
1. National
2. Regional
3. In one shop or residence
Johanna Heinonen-Salakka
JH 17.1.2012
12.2.2002

13. PLANNING AND ADVERTISING CAMPAIGN
Gathering background
information
Goals and target groups
for advertising campaign
Publishing time
Budget
Choosing media/s
Number of repeats
Deciding the central
Message and contents
Implementantion:
Pretesting
Production
Publishing
Measuring the effectiveness
and gathering feed back
JH 17.1.2012

14. Timing alternatives for an advertising campaing
Even Rising Sinking Changing
Centered
Continuous
Breaking
JH 17.1.2012

15. Advertising medias
• Print media (newspapers, magazines etc) (further information e.g.
http://contentmanagementsoftwares.net/Benefits_of_advertising_through_print_m
edia.htm)
• Radio (further information e.g. http://www.rab.com/ and http://www.rab.fi/en_GB/)
• TV (further information e.g. http://www.nelonen.fi/inenglish/ and
http://spotti.mtv3.fi/site/mtv3/en/)
• Internet
• Outdoor advertising adn advertising on vehicles
• Advertising in the shop
Why to choose a certain advertising media?
1. Target group
2. The elements in product or service
3. Competitor’s actions
4. Economic point of views
Johanna Heinonen-Salakka
JH 17.1.2012
12.2.2002

16. GOALS IN ADVERTISING
• informational goals
• goals that aim for change the attitudes among target
group
•goals that aim for action in target group
JH 17.1.2012

17. MEASUREMENTS
In general: Read this 
http://www.wan-press.org/IMG/pdf/Adfvertising_Measure_14074F.pdf
OTS – Opportunity to see
How many times people who are reached by the media has an oppotunity
to see the asvertisement
Cover numbers
How many percent of the target group will be reached
Contact numbers
How much does it cost to reach one people
Johanna Heinonen-Salakka
JH 17.1.2012
12.2.2002