Lectures Marketing
Communication
Contents
Lecture 1: Introduction.................................................................................................................................. 2
Lecture 2: Target groups and objectives......................................................................................................... 4
Lecture 3: Advertising, positioning, appeals, association etc.........................................................................12
Lecture 4: Branding, advertising................................................................................................................... 20
Lecture 5: Instruments of marketing communication....................................................................................27
Lecture 6: Guest lecture & Measuring effectiveness......................................................................................33
Lecture 7: Ethical issues & exam................................................................................................................... 38
,Lecture 1: Introduction
Marketing communication all instruments by means of which the company
communicates with its target groups and stakeholders to promote its products or services
Chapter 1
Advertising is the most visible thing we can see from marketing communication.
Marketing vs marketing communication
Marketing Marketing is the process of planning and executing the conception, pricing,
promotion and distribution of ideas, goods and services to create and exchange value, and
satisfy individual and organizational objectives” Marketing is all that you do to approach a
market. Marketing is all the activities, and marketing communication is only the
communication of it.
Marketing Mix (4 P’s): Product, Price, Place and Promotion
4 C’s: communication, convenience, customers, costs
Marketing communications instruments
Advertising: non-personal mass communications using mass media, the content of
which is determined and paid for by a clearly identified sender (one-way, can’t
measure the transaction)
Sponsorship: an investment in cash or kind in an activity, in return for the exploitable
commercial potential associated with this activity (transactional)
Public relations: all the communications a company instigates …
Direct marketing:
Brand activation: activate consumers by stimulating interest, product trial, loyalty
(e.g. through personal sales)
Sales promotions: sales-stimulating campaigns (to lure you)
Point-of-purchase communications (brand wise)
Online communication: communicate interactively with customers/stakeholders
through the internet/mobile devices/social media (retargeting)
Mass vs personal communication
Mass: advertising, online communication, point-of-purchase, sales promotion, public
relations, sponsorship
Personal communication: online communication, brand activation, direct marketing
Integrated marketing communication is: a concept of marketing communication planning
that recognizes the added value of a comprehensive plan that evaluates the strategic roles
of a va0riety of communication disciplines e.g., general advertising, direct response, sales
promotion, and public relations, and combines these disciplines to provide clarity,
consistency and maximum communication impact
, MC instruments are combined in such a way that they communicate coherently; a
consistent message and style is communicated from company to all target
groups/stakeholders
Perspective of the recipient: traditional marketing & promotions & web/social media
integrated marketing consistency, synergy
Integration with corporate communication: corporate communication is the management
instrument to coordinate internal and external communication in such a way that allows for
an organization to acquire and retain the desired reputation with the most important target
groups/stakeholders. Main focus: create image and attitudes towards the organization.
“down with the Unilever, but I love dove body wash”
International marketing communication
Standardization (=globalization, understandable for the whole world; e.g. j’adore
Dior, everywhere the same)
Adaptation (=localization; different information for different countries, e.g. coca cola
in Chinese)
Advantages globalization
Lower costs per exposure
Enhanced quality
Global image: simpler, more prestigious
Advantages localization:
Attractive to local population
Fits with local market
Glocalization think global, act local: adapt a global idea to local preferences and visions.
The same basic idea, proposition, adapted to different countries (McKroket, McBaguette).
, Lecture 2: Target groups and objectives
Ch1: Key characteristics of integrated marketing communication according to De Pelsmacker
et al. (2017) are: centered around receiver, synergy, aimed at relationship with consumer
IMC touchpoints: pre-purchase, purchase and post-purchase (example see sheet)
Chapter 4: MarCom planning
Each touchpoint is a moment in which the product/brand message literally touches a
customer in some way. Collectively, touchpoints create the customer’s experience with the
product or service or brand.
Situation analysis: why do we have to communicate?
Characteristics of the product
Characteristics of the context:
o Societal developments
o Unique opportunities for the product in the market
o Previous marcom campaigns for this brand/product
o Competitors’ campaigns
Target groups (STP process)
Whom are we going to communicate with? 3 steps:
1. Segmenting
o In homogenous groups, that share needs/desires, or that react to marketing
communication messages in similar ways. Important: ideally you will get
members of 1 group who react to marcom messages, and differ in their
reactions from members of other segments
o Based on user status: non-user, potential user, first-time user, regular user,
ex-user
o Based on loyalty: loyal users vs brand switchers
2. Targeting
o Selecting the most attractive target groups: who will you aim to sell your
product to. Attractiveness is determined by (e.g.) how large a segment is or
how much it will grow.
3. Positioning
Communication
Contents
Lecture 1: Introduction.................................................................................................................................. 2
Lecture 2: Target groups and objectives......................................................................................................... 4
Lecture 3: Advertising, positioning, appeals, association etc.........................................................................12
Lecture 4: Branding, advertising................................................................................................................... 20
Lecture 5: Instruments of marketing communication....................................................................................27
Lecture 6: Guest lecture & Measuring effectiveness......................................................................................33
Lecture 7: Ethical issues & exam................................................................................................................... 38
,Lecture 1: Introduction
Marketing communication all instruments by means of which the company
communicates with its target groups and stakeholders to promote its products or services
Chapter 1
Advertising is the most visible thing we can see from marketing communication.
Marketing vs marketing communication
Marketing Marketing is the process of planning and executing the conception, pricing,
promotion and distribution of ideas, goods and services to create and exchange value, and
satisfy individual and organizational objectives” Marketing is all that you do to approach a
market. Marketing is all the activities, and marketing communication is only the
communication of it.
Marketing Mix (4 P’s): Product, Price, Place and Promotion
4 C’s: communication, convenience, customers, costs
Marketing communications instruments
Advertising: non-personal mass communications using mass media, the content of
which is determined and paid for by a clearly identified sender (one-way, can’t
measure the transaction)
Sponsorship: an investment in cash or kind in an activity, in return for the exploitable
commercial potential associated with this activity (transactional)
Public relations: all the communications a company instigates …
Direct marketing:
Brand activation: activate consumers by stimulating interest, product trial, loyalty
(e.g. through personal sales)
Sales promotions: sales-stimulating campaigns (to lure you)
Point-of-purchase communications (brand wise)
Online communication: communicate interactively with customers/stakeholders
through the internet/mobile devices/social media (retargeting)
Mass vs personal communication
Mass: advertising, online communication, point-of-purchase, sales promotion, public
relations, sponsorship
Personal communication: online communication, brand activation, direct marketing
Integrated marketing communication is: a concept of marketing communication planning
that recognizes the added value of a comprehensive plan that evaluates the strategic roles
of a va0riety of communication disciplines e.g., general advertising, direct response, sales
promotion, and public relations, and combines these disciplines to provide clarity,
consistency and maximum communication impact
, MC instruments are combined in such a way that they communicate coherently; a
consistent message and style is communicated from company to all target
groups/stakeholders
Perspective of the recipient: traditional marketing & promotions & web/social media
integrated marketing consistency, synergy
Integration with corporate communication: corporate communication is the management
instrument to coordinate internal and external communication in such a way that allows for
an organization to acquire and retain the desired reputation with the most important target
groups/stakeholders. Main focus: create image and attitudes towards the organization.
“down with the Unilever, but I love dove body wash”
International marketing communication
Standardization (=globalization, understandable for the whole world; e.g. j’adore
Dior, everywhere the same)
Adaptation (=localization; different information for different countries, e.g. coca cola
in Chinese)
Advantages globalization
Lower costs per exposure
Enhanced quality
Global image: simpler, more prestigious
Advantages localization:
Attractive to local population
Fits with local market
Glocalization think global, act local: adapt a global idea to local preferences and visions.
The same basic idea, proposition, adapted to different countries (McKroket, McBaguette).
, Lecture 2: Target groups and objectives
Ch1: Key characteristics of integrated marketing communication according to De Pelsmacker
et al. (2017) are: centered around receiver, synergy, aimed at relationship with consumer
IMC touchpoints: pre-purchase, purchase and post-purchase (example see sheet)
Chapter 4: MarCom planning
Each touchpoint is a moment in which the product/brand message literally touches a
customer in some way. Collectively, touchpoints create the customer’s experience with the
product or service or brand.
Situation analysis: why do we have to communicate?
Characteristics of the product
Characteristics of the context:
o Societal developments
o Unique opportunities for the product in the market
o Previous marcom campaigns for this brand/product
o Competitors’ campaigns
Target groups (STP process)
Whom are we going to communicate with? 3 steps:
1. Segmenting
o In homogenous groups, that share needs/desires, or that react to marketing
communication messages in similar ways. Important: ideally you will get
members of 1 group who react to marcom messages, and differ in their
reactions from members of other segments
o Based on user status: non-user, potential user, first-time user, regular user,
ex-user
o Based on loyalty: loyal users vs brand switchers
2. Targeting
o Selecting the most attractive target groups: who will you aim to sell your
product to. Attractiveness is determined by (e.g.) how large a segment is or
how much it will grow.
3. Positioning
