This is an English summary of the Marketing Communications course at the Ghent University. Includes both the course and lesson notes and the digital communication part. By just studying this summary, I succeeded with 19/20.
1 Integrated marketing communications .................................................................................. 6
1.1 Introduction ................................................................................................................................. 6
1.1.1 Marketing ........................................................................................................................ 6
1.1.2 Instruments of the marketing mix ................................................................................... 6
1.2 Communication mix .................................................................................................................... 7
1.2.1 Communication mix element .......................................................................................... 7
1.2.2 Personal versus mass communications ........................................................................... 9
1.2.3 Above and below the line communications .................................................................... 9
1.3 Integration of marketing communications ............................................................................... 10
1.3.1 Why?.............................................................................................................................. 10
1.3.2 How? .............................................................................................................................. 10
1.3.3 Case: Häagen Dazs ......................................................................................................... 13
1.4 Integrating marketing communications across cultures ........................................................... 14
1.5 Exam questions.......................................................................................................................... 15
2 Planning ............................................................................................................................. 16
2.1 Integrated communications plan .............................................................................................. 16
2.2 Situation analysis ....................................................................................................................... 17
2.2.1 Case burger king ............................................................................................................ 17
2.3 Segmenting, targeting & positioning......................................................................................... 18
2.3.1 Segmenting .................................................................................................................... 18
2.3.2 Targeting strategies ....................................................................................................... 19
2.3.3 Positioning ..................................................................................................................... 19
3 Objectives........................................................................................................................... 21
3.1 Marketing communications objectives ..................................................................................... 21
3.2 Dagmar model ........................................................................................................................... 22
3.2.1 Category wants and needs ............................................................................................ 22
3.2.2 Brand awareness ........................................................................................................... 22
3.2.3 Brand knowledge/comprehension ................................................................................ 22
3.2.4 Brand attitude ............................................................................................................... 23
3.2.5 Brand purchase intention .............................................................................................. 23
3.2.6 Purchase facilitation ...................................................................................................... 23
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3.2.7 Purchase ........................................................................................................................ 23
3.2.8 Satisfaction .................................................................................................................... 23
3.2.9 Brand loyalty.................................................................................................................. 24
3.2.10 Number of people in each step ..................................................................................... 24
3.2.11 Examples........................................................................................................................ 25
3.3 Smart objectives ........................................................................................................................ 25
3.4 Stages in the product life cycle.................................................................................................. 25
3.5 Example exam question ............................................................................................................ 26
4 Budgets .............................................................................................................................. 26
4.1 Communicating budgeting methods ......................................................................................... 26
4.1.1 Sales response models .................................................................................................. 27
4.1.2 Other budgeting methods ............................................................................................. 28
4.1.3 Share of voice & share of market .................................................................................. 29
4.1.4 New Brands ................................................................................................................... 29
5 How marketing communications work................................................................................. 30
5.1 Key concepts.............................................................................................................................. 30
5.2 Dual process theories of persuasion ......................................................................................... 30
5.3 The elaboration likelihood model of persuasion....................................................................... 31
5.3.1 Central route to persuasion .......................................................................................... 32
5.3.2 Peripheral route to persuasion ..................................................................................... 32
5.3.3 Experiment .................................................................................................................... 33
5.3.4 Assessment of messaging processing............................................................................ 33
5.3.5 Influencing factors ......................................................................................................... 34
5.4 Recent academic research......................................................................................................... 35
5.5 Exam questions.......................................................................................................................... 35
6 Advertising ......................................................................................................................... 35
6.1 Key concepts.............................................................................................................................. 35
6.2 Function of advertising .............................................................................................................. 36
6.3 Types of advertising................................................................................................................... 36
6.4 Campaign development ............................................................................................................ 36
6.4.1 Message strategy........................................................................................................... 37
6.4.2 Creative strategy ........................................................................................................... 37
6.4.3 Creative brief ................................................................................................................. 38
6.4.4 Brainstorming ................................................................................................................ 38
6.5 Message variables ..................................................................................................................... 40
6.5.1 Argument quality ........................................................................................................... 40
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6.5.2 Message structure ......................................................................................................... 40
6.5.3 Content .......................................................................................................................... 41
6.6 Source characteristics................................................................................................................ 46
6.6.1 Credibility ...................................................................................................................... 46
6.6.2 Attractiveness ................................................................................................................ 46
6.6.3 Use of source based on ................................................................................................. 47
6.7 Advertising in a cross-cultural context ...................................................................................... 47
6.8 Causes and consequences or irritation evoked by advertising ................................................. 49
6.9 How to measure reactions to advertising ................................................................................. 50
6.9.1 Pre-testing ..................................................................................................................... 50
6.9.2 Post-testing.................................................................................................................... 51
6.9.3 Campaign evaluation research ...................................................................................... 52
7 Media planning ................................................................................................................... 53
7.1 Why engage in media planning? ............................................................................................... 53
7.2 How to select media? ................................................................................................................ 53
7.2.1 Quantitative criteria ...................................................................................................... 54
7.2.2 Qualitative criteria ......................................................................................................... 57
7.2.3 Technical criteria ........................................................................................................... 58
7.3 Media context ........................................................................................................................... 58
7.4 Exam question ........................................................................................................................... 59
8 Event marketing & sponsorship ........................................................................................... 59
8.1 Event marketing ........................................................................................................................ 60
8.1.1 Objectives ...................................................................................................................... 60
8.1.2 Types.............................................................................................................................. 61
8.1.3 How to measure effectiveness of Event marketing ...................................................... 61
8.2 Sponsorship ............................................................................................................................... 61
8.2.1 Advantages .................................................................................................................... 62
8.2.2 Objectives ...................................................................................................................... 63
8.2.3 Types.............................................................................................................................. 64
8.2.4 Assesment criteria ......................................................................................................... 66
8.2.5 How to measure effectiveness of sponsorship ............................................................. 66
9 Publicity and public relations............................................................................................... 67
9.1 Publicity and PR ......................................................................................................................... 67
9.2 Strengths & weaknesses............................................................................................................ 68
9.3 Internal ...................................................................................................................................... 68
9.4 External...................................................................................................................................... 68
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9.4.1 Public affairs .................................................................................................................. 68
9.4.2 Financial ......................................................................................................................... 69
9.4.3 Media............................................................................................................................. 69
9.5 Marketing .................................................................................................................................. 69
9.6 Measure effectiveness of PR ..................................................................................................... 70
10 Brand activation .............................................................................................................. 70
10.1 Brand activation ........................................................................................................................ 70
10.2 Sales promotions ....................................................................................................................... 71
10.2.1 Types.............................................................................................................................. 71
10.2.2 Objectives ...................................................................................................................... 72
10.2.3 Advantages and disadvantages ..................................................................................... 73
10.2.4 Effects of sales promotions ........................................................................................... 73
10.2.5 How to measure effectiveness of consumer promotions ............................................. 74
10.3 Point of purchase (POP) material .............................................................................................. 75
10.3.1 Types.............................................................................................................................. 75
10.3.2 Objectives ...................................................................................................................... 76
10.4 Brand experience....................................................................................................................... 76
10.4.1 Objectives ...................................................................................................................... 77
10.4.2 Dimensions .................................................................................................................... 77
10.5 Exam questions.......................................................................................................................... 78
11 Ethics .............................................................................................................................. 78
11.1 Views on ethics in marketing communication .......................................................................... 78
11.2 Rules of thumb .......................................................................................................................... 78
11.3 Unethical practices .................................................................................................................... 79
11.4 Regulation of communication practices.................................................................................... 80
11.5 Exam question ........................................................................................................................... 81
12 Digital communication, marketing & social media ............................................................ 81
12.1 Introduction ............................................................................................................................... 81
12.2 Relevance of online communication & digital marketing ......................................................... 82
12.2.1 Evolution of online communication & digital marketing .............................................. 82
12.2.2 The digital world in 2020 ............................................................................................... 86
12.3 Added value of online communication & digital marketing ..................................................... 98
12.3.1 It’s new .......................................................................................................................... 98
12.3.2 Addressability & customization: the age of the consumer ......................................... 105
12.3.3 Two-way continuous interaction................................................................................. 105
12.3.4 Integration of multimedia ........................................................................................... 108
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12.4 Advertising with digital & mobile gaming ............................................................................... 108
12.4.1 Advergames ................................................................................................................. 108
12.4.2 Effect of gaming on behavior ...................................................................................... 109
13 Digital Communication II ................................................................................................111
13.1 Digital communication channel: social media ......................................................................... 111
13.1.1 Web 2.0 ....................................................................................................................... 111
13.1.2 Using social media for branding .................................................................................. 112
13.1.3 Social media for branding............................................................................................ 113
13.1.4 Social media & viral marketing .................................................................................... 114
13.1.5 Concern: Negative Word Of Mouth (NWOM) ............................................................. 114
13.2 Sending information: how to go viral? .................................................................................... 115
13.2.1 Word of mouth ............................................................................................................ 115
13.2.2 6 STEPPS to viralness ................................................................................................... 116
13.3 Receiving information ............................................................................................................. 124
13.3.1 Database marketing .................................................................................................... 124
13.3.2 How to listen to your customer? ................................................................................. 125
13.4 How to respond to information?............................................................................................. 137
13.4.1 Human voice in messages ........................................................................................... 137
13.4.2 A well managed opinion community........................................................................... 137
13.5 Summary.................................................................................................................................. 138
13.6 Exam questions........................................................................................................................ 138
13.6.1 Knowledge ................................................................................................................... 138
13.6.2 Insight .......................................................................................................................... 138
13.6.3 Application................................................................................................................... 139
Table of contents
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1 Integrated marketing communications
1.1 Introduction
1.1.1 Marketing
Marketing: The process of planning and executing the conception, pricing, promotion an distribution
of ideas, goods and services to create and exchange value and satisfy individual and organizational
objectives
• Using: Retailmanagement and sales channels, marketing planning, buying behavior, market
research and marketing communication
1.1.2 Instruments of the marketing mix
Figure 1: The marketing mix
Product
• Core product: Benefit that is being marketed
• Tangible product: Core product translated into design, packaging,…
• Augmented product: Gives the tangible product more value (e.g.: service, delivery,...)
Price
• List price: official price (discounts can be used)
• Price cuts: can attract more customers
o But: can influence a brand negatively
Distribution: process of bringing the product from the organization to the customer
• Selection of retailers, assortment,…
Integrated marketing communications
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