MBA Marketing

Lecture Nine
Marketing Communications

1
 Learning outcomes
To develop an understanding of the basic
elements of communications and promotion
To gain an awareness of the nature of
communications and the promotion mix
To gain an understanding of the different
types of appeals used in marketing
communications to influence consumer
decision making
 The objectives of
communication and promotion
Create awareness
Off-setting competitors advertising
Making sales personnel more effective
Educating the market
Increasing the uses of a product
Reminding and reinforcing customers
Reducing sales fluctuations
The basic elements of communications
The communication process

Figure 16.1 The communication process,

Dibb page 488
Noise
Shared meaning
Sainsburys Christmas Campaign
2014
https://www.youtube.com/watch?v=NWF2JB
b1bvM
That Sainsburys advert: Complaints

A priest has complained to an advertising watchdog branding Sainsburys

new Christmas advert as utterly wicked.
Father Nicholas Clews has complained to Advertising Standards Authority about the dramatisation
of Christmas Day 1914 when the German and British troops played football in No Mans Land.

Fr Clews described it as a trivilisation of a tragic and moving event.

During the advertisement a British soldier shares a moment of friendship with a German soldier who
is later moved to discover his British friend has hidden the gift of a chocolate bar in his pocket.

The chocolate which features in the advert, is available to buy from Sainsburys stores with the
profits going to the Royal British Legion.

The fraternisation that occurred on that Christmas Day was a recognition by the troops involved that their humanity was
more important than their nationality.
If they had hung on to that truth then four years of carnage would have been avoided.
The tragedy is that having found peace they then threw it away and went back to war. It was a poignant missed
opportunity.
To exploit it to market chocolate is utterly wicked.
Father Clews 14/11/14
That Sainsburys advert: Support

The tribute advert follows the public's passionate response to the exhibition of
thousands of ceramic poppies in the moat of The Tower of London to commemorate
100 years since the start of World War One. It has drawn millions of visitors in just a
few months.
The appeals used in marketing
communications to influence
consumer decision making
 1. Rational Appeals
Focus on a logical argument to persuade the
consumer to think positively and act in a certain
way.
e.g.
https://www.youtube.com/watch?v=TliScsnagc4
 2. Emotional appeals
Reinforces the logic of a message

Grabs and holds audience attention

Positive emotions create memorable and

persuasive messages
e.g. Humour

Negative emotions include the use of 'fear' in a

message
 Emotional appeals
The battle for the most popular Christmas advert is
underway - a war that is expected to cost UK companies
around 5.6bn as they compete for their campaigns to be the
most effective at pulling on the heartstrings and prising open
the wallet.
Armstrong, The13 November 2016
see
http://www.telegraph.co.uk/business/0/best-christmas-adverts-of-2016/
John Lewis Christmas 2014
https://www.youtube.com/watch?v=iccscUFY860
John Lewis Christmas 2015

https://www.youtube.com/watch?v=wuz2ILq4UeA
 3. Product orientated appeals

Focus on the products attributes and unique

selling point (USP), messages include

How to solve a problem

Product comparison
News, facts and testimonials
Advertorials
https://www.youtube.com/watch?v=pEpQ8O1BAgU
 4. Customer orientated appeals

Focus on what the customer personally gains

from using the product, messages include
Saving money
Fear avoidance
Security
Self esteem and image
Benefits to time, effort, efficiency
 For example - Self esteem

https://www.youtube.com/watch?v=PUJHJ
yYwU3w

https://twitter.com/DoveMen
https://www.youtube.com/watch?v=EK0fKEvgXJo
 Techniques used to execute consumer appeals

Humour Tango http://www.youtube.com/watch?v=Fv_sNJpQM14

Animation ComparetheMarket.com
http://meerkat.comparethemarket.com/attention/?SRC=CU11&utm_source=go
ogle&utm_medium=cpc&utm_campaign=ppc&gclid=CKC5v9-
Y0bMCFebLtAodQBQAfA

Music Cadbury's drumming gorilla

http://www.youtube.com/watch?v=TnzFRV1LwIo
 Integrated Marketing Communications

The integration of communications to deliver

a clear, consistent and compelling message
about the company and the brand is core to
success campaigns.

At all points of must contacts share the same

messege.
Integrated marketing communications has all
parts of communications working together.

For example, the same theme of print ads should

be reflected on the web site. If the customer gets
the same message and visual clues in both
places, they are much more likely to
comprehend the marketing message.
 Sainsburys 2015 integrated
Christmas campaign
https://www.youtube.com/watch?v=kuRn2S7iPNU

see
https://www.marketingweek.com/2015/11/12/sainsburys-christmas-ad-aims-to-make-people-laugh-not-cry/
 The role of promotions and
communications in marketing
To inform people about particular issues.

To introduce new products to the market.

To compete with competitors products.

To improve the company/brand image.

To increase sales.

To reinforce consumer purchase behaviour