CHAPTER 12

MARKETING COMMUNICATIONS

CHAPTER OBJECTIVES

1. To set out marketing communication’s context.

2. To describe some marketing communication objectives.
3. To describe the marketing communication process.
4. To discuss how a marketing communication plan is developed.
5. To consider the nature of marketing communication research.

CHAPTER SUMMARY

This chapter considers the nature and role of marketing communications.

It begins with a look at the marketing communication process and sets
marketing communication in the marketing context. It then discusses
various marketing communication objectives and investigates various
methods of setting the budget. The role of the target-audience in a
number of decisions are explored and finally the chapter looks at the
future of marketing communication.

ANNOTATED LECTURE OUTLINE

Point 1 - Introduction.

In the past a number of terms have been used in the field of marketing
communications the most common of which appear to be ‘advertising’
and ‘promotion’. The origin of these two words help us to define what
marketing communications entails, namely the pushing forward of
products or services and the turning of the consumer towards the product
or service. Once these two elements are met there is a chance of a sale.
Marketing communications includes a number of elements that make up
the marketing communication mix: advertising, personal selling, sales
promotion, publicity, direct marketing and cybermarketing.
Point 2 - The marketing communication process.

The marketing communication process can be very complex but it is

based on the universal model used in all forms of communication which
includes a sender, the message, receivers, a medium and, in the case of
two-way communication, feedback. However, this universal model needs
to be presented in the context of marketing communications in order that
its relevance to marketing is understood. The purpose of a marketing
communication campaign can best be described by reference to the
hierarchy of communication effects represented by a four phase model.

Point 3 - The marketing context of marketing communication.

Marketing communication is an element of the marketing mix and as

such is probably the most visible. Being part of the marketing mix means
that as a variable it should never by managed in isolation from the other
elements. This means that in terms of planning the marketing
communication plan should be aligned with and supportive of both the
short-term and long-term objectives of the wider marketing plan. The
marketing communication plan will contain a number steps.

Point 4 - Marketing communication objectives.

These objectives are derived from the marketing objectives and there is a
clear distinction between them. Marketing communication objectives can
be formulated from the answers to four basic questions and there are a
number of guidelines that will help this formulation.

Point 5 - Budgeting decisions.

Once the objectives have been set the budget can be determined by a
number of methods which can be broken down into two approaches: top-
down and bottom-up. There is no universally accepted norm for
determining the marketing communication budget although there is a
growing use of the objective and task method.

Point 6 - Target audience decisions.

The most crucial decision in any marketing communication campaign is
deciding which group of consumers to target. All other communication
decisions will flow from this. It is accomplished through the use of
market segmentation and requires a five step approach. Once the target
audience has been defined communication mix decisions can be made
concerning the appropriate use of a variety of methods. Creative and
media decisions can then be made.

Point 7. Marketing communication research.

Marketing communication research forms part of the overall marketing

research programme carried out by an organization. Its aim is to ensure
the value of marketing communication expenditure in terms of
effectiveness. It can be carried out by means of both pre-and post testing
methods.

Point 8 - The future of marketing communications.

There have been a number of recent trends in marketing communications

and in the future a number of new trends are set to have an impact the
most important of these is digital technology encompassing computing,
telecommunications, and television.

Point 9 - Conclusion.

Marketing communications is the most visible of any of the marketing

mix variables. It is of vital importance that any communication activity is
set in the context of the overall marketing strategy. It involves the setting
of its own objectives and budget which should be soundly based on the
target audience as should the marketing communication mix decisions.
Marketing communication research should be used to establish the
effectiveness of the communications strategy. All marketing
communication practitioners should be ready to capitalise on any future
developments in the field of communications.

Answers to the discussion questions:-

1. It is described as a process because it moves people forward. The
components are described in section 2.1 pp272. Students should be
encouraged to discuss the interrelationship that exists between each
component, e.g. without a source there is no message, etc.
2. It is not a linear process because there needs to be feedback if the
message’s effectiveness is to be established. This can be
demonstrated with any form of communication. Assessing whether
the message has got through can only be achieved by feedback of
some sort. Why do lecturers ask questions of their students?
3. The elements of the plan are discussed in section 3.1 pp 274.
4. Marketing objectives refer to what is to be accomplished by the
overall marketing programme and are usually stated in terms of sales,
market share and profitability. Marketing communication objectives
are concerned with creating awareness and image, or developing
favourable attitudes.
5. These are mostly defined in Section 6 pp279. They need to be
described without the use of marketing terminology.

Suggested activities:

1. Write a communications plan following the steps given in Section

3.1.3. for the launch of a new breakfast cereal. You need to clearly
identify who your target market is, and what brand image you which
to create.
2. Select a marketing communication campaign of your choice. What
are the objectives of the campaign, who is it aimed at, what methods
have been used and how effective do you think it is. Present your
findings to the rest of your group.
3. As a group, debate the issues for and against the advertising of such
products as cigarettes or alcohol.

MINI CASE

Good stuff delicatessen

Students should consider an effective segmentation, targeting and

repositioning strategy for Good Stuff. There should be a clear distinction
between the two sets of objectives which should be SMART (specific,
measured, achievable, realistic and time constrained). They should give a
clear and precise description of the target market including demographics,
lifestyle, etc. The budget approach should be realistic and fully justified.
The communication mix should support fully the objectives and the target
audience selected. It should be focused on customer retention and loyalty
and the type of media selected should be appropriate to the objectives and
target audience. The message should fit the overall repositioning of the
chain.