Marketing Communications Week 2

1
Marketing Communications Week 2
2
Promotional Tools
3
Structuring Communications
4
The Promotional Mix
Messages
Transmitters
Receivers
5
Comparing Strategic and Tactical Decisions

• Strategic Decisions
• Concern overall direction
• Difficult to reverse
• Involve rejection of alternatives

• Tactical Decisions
• Concern methods of achievement
• Relatively easy to change
• Allow combination of alternatives.

6
Communications Planning Functions
7
Budgeting
8
Planning the Campaign
9
SOSTT 4Ms

• Situation
• Objective(s)
• Strategy
• Tactics
• Targets
• Men
• Money
• Minutes
• Measurement

• Situation
• Objective
• Strategy
• Tactics
• Action
• Control
• Evaluation

10
Measuring Effectiveness
11
The 4Cs Framework
Summary of the key characteristics of the tools
of marketing communications Fill, 2005
12
Relative Effectiveness
Fill, 2005
The relative effectiveness of the tools of the
marketing communications mix
13
Laboratory Tests

• Consumer Juries
• Focus Groups
• Portfolio Tests
• Readability Tests
• Physiological Tests.

14
Integration Levels
15
Seminar

• Harry Potter Marketing Magic
• Resources
• ASA
• JCDecaux
• Campaign
• Marketing Week
• The Grocer.