1

Communication Planning

• Who is our target audience?

• What do we need to communicate and achieve?

• How should we communicate this?

• Where should we communicate this?

• When do communications need to take place?

2

Another Model

• Market

• Mission

• Message

• Media

• Money

• Measurement

Source: HBS 9-599-087

3

Integrated Marketing Communications Strategy

• Ties together and reinforces all communications to deliver a strong brand identity

• Communications in different media should form part of a single, overall message about the service firm

4

Marketing Communications Mix (1 of 2)

Key: * Denotes communications originating from outside the organization

Word-of-mouth(other customers)

Personal communications

Selling

Customer service

Training

Advertising

Broadcast, podcasts

Print

Internet

Outdoor

Direct mail

Sales promotion

Sampling

Coupons

Sign-up rebates

Gifts

Prizepromotions

Telemarketing

Word of mouth

*

5

Key: * Denotes communications originating from outside the organization

Publicity &public relations

Pressreleases/kits

Websites

Manuals

Brochures

Interactive software

Voice mail

Signage

Interior decor

Vehicles

Equipment

Stationery

UniformsMedia-initiated

coverage*

Pressconferences

Sponsorship

Special Events

Trade Shows,exhibitions

Instructionalmanuals Corporate design

Marketing Communications Mix (2 of 2)

6

Sources of Communication

From the organization itself– Employees– Marketing channels

From outside the organization– Word of mouth– Blogs, social media– Ratings and reviews– Media

7

Hierarchy of Effects

Unaware Awareness Knowledge

Liking Preference Conviction

Purchase

Source: HBS 9-599-087

Mastercard Example:

8

In 1997:

•Ranked #3, behind American Express and Visa

•Every country running its own campaign

•“Needed a new enduring campaign to energize consumers and member banks”

-Elisa Romm, VP of US advertising

Source: Contemporary Advertising and Integrated Marketing Communications. McGraw-Hill 2011 andhttp://www.allaboutbranding.com/index.lasso?article=418

9

McCann Erickson’s Research

American Express: •Personality: “Membership,” “The Business Life,” and “The Charge Card.”•Descriptors: “Professional,” “Worldly,” and “Responsible.” Visa:•Personality: “Everywhere,” “The High Life,” and “The Credit Card.”•Descriptors: “Sociable,” “Stylish,” and “On-the-Go.” Mastercard:•Personality: “Everyday,” “Ordinary Life,” and “Generic.”•Descriptors: “Unassuming,” “Unpretentious,” and “Practical.”

Source: Contemporary Advertising and Integrated Marketing Communications. McGraw-Hill 2011

10Source: Contemporary Advertising and Integrated Marketing Communications. McGraw-Hill 2011

McCann Erikson’s Research

11Source: Contemporary Advertising and Integrated Marketing Communications. McGraw-Hill 2011

McCann Erickson’s Research

The idea

“Good Spenders”

“The Best Way to Pay for Everything That Matters”

“There are some things that money can’t buy. For everything else, there’s Mastercard.”

12Source: Contemporary Advertising and Integrated Marketing Communications. McGraw-Hill 2011

13

Mastercard: Priceless Print Ads

14

Mastercard: Priceless Print Ads

15

Mastercard: Priceless iPhone App

16

Mastercard: Priceless Social Media

17

Mastercard: Priceless New York & London

Emotional appeals in advertising:

• More easily cut through the “clutter”

• Require less concentration

• More vivid and better remembered

• Lead to less counterarguments and less resistance

• Lead more immediately to action

18Source: Tellis, Gerard. Effective Advertising, 2003.