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8/9/2019 Lt10--CommStragsforASPAC
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CommunicationCommunicationStrategies for the AsiaStrategies for the Asia
PacificPacificAsiaAsia--Pacific Marketing FederationPacific Marketing Federation
Certified Professional MarketerCertified Professional MarketerCopyrightCopyright
Marketing Institute of SingaporeMarketing Institute of Singapore
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OutlineOutline
Developing an effective MarcomDeveloping an effective Marcomprogramprogram
Targeting the audienceTargeting the audience
Designing the messageDesigning the message
Push and pull strategiesPush and pull strategies
Major advertising decisionsMajor advertising decisions
Measuring communication effectivenessMeasuring communication effectiveness
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IntroductionIntroduction
AAfter you have selected the productfter you have selected the productpositioning, you need to communicatepositioning, you need to communicateit in order to secure a place in theit in order to secure a place in theminds of the consumers. This isminds of the consumers. This iswhen you need to decide on thewhen you need to decide on the
communication strategiescommunication strategies
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Steps in developing an EffectiveSteps in developing an Effective
Marcom ProgramMarcom Program
1.1. Define the product and the targetDefine the product and the targetmarket segmentmarket segment
2.2. Decide on the communication objectivesDecide on the communication objectives3.3. Decide on the promotion mixDecide on the promotion mix
4.4.Decide on the strategy for eachDecide on the strategy for eachcomponent of the promotion mixcomponent of the promotion mix
5.5. Decide on the promotion budgetDecide on the promotion budget
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What information is needed forWhat information is needed for
purchase decisions?purchase decisions?
ConsumerConsumer--adoption process modeladoption process model
Awareness=>Awareness=>
Interest=>Interest=>
Evaluation=>Evaluation=>
Trial=>Trial=>
AdoptionAdoption
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Marcom ObjectivesMarcom Objectives
Move the target audience to higher state ofMove the target audience to higher state ofreadiness to buy e.g. using Responsereadiness to buy e.g. using Response
Hierarchy ModelsHierarchy ModelsUltimate objective is to get customers to buyUltimate objective is to get customers to buy
and to provide postand to provide post--purchase satisfactionpurchase satisfaction
Increase sales to new users, former users,Increase sales to new users, former users,
users of other brands, switchers and currentusers of other brands, switchers and currentusersusers
Increase repeat purchaseIncrease repeat purchase
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PromotionMixPromotionMix
Advertising; Sales promotion; PersonalAdvertising; Sales promotion; Personalselling; Public relations; Personalselling; Public relations; Personalselling; Direct Marketingselling; Direct Marketing
The promotion mix is dependent on:The promotion mix is dependent on:
The information needs of potential buyerThe information needs of potential buyer
The nature of the product and the marketThe nature of the product and the market
The resources availableThe resources available
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Targeting the AudienceTargeting the Audience
Target audienceTarget audience = current and= current andpotential buyers of our productspotential buyers of our products
Measure the product image byMeasure the product image by
Familiarity surveys (awareness)Familiarity surveys (awareness)
Favorability scaleFavorability scale (disposition)(disposition)
e.g. Coke and Pepsi used the Indiane.g. Coke and Pepsi used the Indianwinner of Ms Universe and Ms Worldwinner of Ms Universe and Ms Worldrespectively in their advertisement inrespectively in their advertisement inIndia to win consumer preferenceIndia to win consumer preference
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Designing the MessageDesigning the Message1.1. Message contentMessage content SaySay whatwhattoto whomwhom, and for, and for whatwhat
responseresponse Demonstrate clearly theDemonstrate clearly the UniqueUnique
Selling PropositionSelling Proposition (USP)
How? With rational appeals (claimed benefits)
Emotional appeals (fear, guilt, shame,humor, love, pride etc) and
Moral appeals (supporting social causes)
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Designing the Message (contd)Designing the Message (contd)
2.2. Message StructureMessage Structure Use oneUse one--sided argument if audience issided argument if audience is
predisposed to your position orpredisposed to your position or
Use twoUse two--sided arguments if they aresided arguments if they arenotnot
Present the strongest argument first orPresent the strongest argument first orlastlast
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Designing the Message (contd)Designing the Message (contd)3.3. Message FormatMessage Format Choose headline, copy, illustration, andChoose headline, copy, illustration, and
color suitable for the local audience e.g.color suitable for the local audience e.g.
In China, red represents prosperityIn China, red represents prosperity
In ASPAC countries, any graphics thatIn ASPAC countries, any graphics that
resemble the religious symbols must notresemble the religious symbols must notbe usedbe used
Refrain from Sexy advertisingRefrain from Sexy advertising
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Selecting the CommunicationSelecting the Communication
ChannelChannelPersonal communication channelsPersonal communication channels
Either directly or indirectly e.g.Either directly or indirectly e.g.
Opinion leaders: if the top echelon ofOpinion leaders: if the top echelon ofgovernment drives a certain make andgovernment drives a certain make andmodel of car, it says a lot about thatmodel of car, it says a lot about that
particular modelparticular model
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Selecting the CommunicationSelecting the Communication
Channel (contd)Channel (contd)NonNon--personal communication channelspersonal communication channels
Print media; electronic media; display mediaPrint media; electronic media; display media
The servicescapeThe servicescapethe environment in whichthe environment in whichthe product is sold or the service is beingthe product is sold or the service is beingdelivereddeliveredconveys a powerful messageconveys a powerful message
Events such as news conferences, grandEvents such as news conferences, grandopenings, and sport or race sponsorship isopenings, and sport or race sponsorship ispopular in ASPAC in recent years e.g.popular in ASPAC in recent years e.g.Emirates Airlines sponsored the DerbyEmirates Airlines sponsored the Derby
(Horse Racing) in Singapore regularly(Horse Racing) in Singapore regularly
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Promotion BudgetingP
romotion BudgetingThe budget to be allocated dependsThe budget to be allocated depends
on:on:
The geographic dispersionThe geographic dispersion
The stage of the PLCThe stage of the PLC
The communication activities, andThe communication activities, and
The marginal costs ofThe marginal costs ofcommunication effectivenesscommunication effectiveness
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PromotionPromotion--ExpenditureExpenditure
StrategyStrategy
PercentagePercentage--ofof--sales approachsales approach
Affordable approachAffordable approach
ReturnReturn--onon--investment approachinvestment approach
CompetitiveCompetitive--parity approachparity approach
ObjectiveObjective--andand--task approachtask approach
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PushStrategyPushStrategy
Push through a distribution channel in aPush through a distribution channel in asequential mannersequential manner
Emphasis is on personal selling to wholesalersEmphasis is on personal selling to wholesalersand retailers with trade promotionand retailers with trade promotion
When is it especially appropriate?When is it especially appropriate?
When the product is an impulse itemWhen the product is an impulse item
When there is low brand loyalty in a productWhen there is low brand loyalty in a productcategorycategory
When brand choice is made in the store, andWhen brand choice is made in the store, and
When the product benefit is well understoodWhen the product benefit is well understood
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Pull StrategyPull Strategy
Creates initial interest in potential buyersCreates initial interest in potential buyers
How?How? By hBy heavy endeavy end--user advertisinguser advertising
e.g. free samples; couponse.g. free samples; couponsWhen is it appropriate?When is it appropriate?When primary demand is favorableWhen primary demand is favorable
When the product has hidden benefitsWhen the product has hidden benefits
When the product can be differentiatedWhen the product can be differentiated
When there are strong emotional buyingWhen there are strong emotional buyingmotives such as health, beauty and safetymotives such as health, beauty and safety
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Major Advertising
Decisions
Major Advertising
Decisions
Advertising objective decisions e.g.Advertising objective decisions e.g.create salient attributecreate salient attribute
Budget decisionsBudget decisions
Message decisionsMessage decisions
Media decisionsMedia decisions
Advertising evaluationAdvertising evaluation
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The Advertising ObjectiveThe Advertising Objective
FunnelFunnel
ExposureExposure
AwarenessAwareness
Attitude changeAttitude change
SalesSales
ProfitProfit
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The Advertising Objectives
The Advertising Objectives
As we move down the funnel, theAs we move down the funnel, theobjective becomesobjective becomes
More relevant to decision making, butMore relevant to decision making, but
More difficult to measureMore difficult to measureThe issue is whether the objectives atThe issue is whether the objectives at
each level are linked to the purchaseeach level are linked to the purchasedecisiondecision
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Measuring AdvertisingMeasuring Advertising
EffectivenessEffectivenessTo develop more effectiveTo develop more effective
advertisements and to determine theadvertisements and to determine the
optimal level of expendituresoptimal level of expendituresCommonly used measurements:Commonly used measurements:
Number of inquiries received, increaseNumber of inquiries received, increase
product knowledge, and attitude changeproduct knowledge, and attitude changetowards the product. Sales are the besttowards the product. Sales are the bestcriteriacriteria
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Measuring AdvertisingMeasuring Advertising
EffectivenessEffectivenessTrackingTracking
Qualitative research in the form ofQualitative research in the form of
beforebefore--andand--after brand image maps e.g.after brand image maps e.g.Of all the advertising youve seen, what,Of all the advertising youve seen, what,if anything, do you particularly rememberif anything, do you particularly rememberfrom it?from it?
Carrying out experiments with testCarrying out experiments with testmarketsmarkets
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Advertising WearAdvertising Wear--outout
Over time, a decline in advertisingOver time, a decline in advertisingeffectiveness occurs due toeffectiveness occurs due to repetitionrepetition
andand wearoutwearout
How to reduce wearout?How to reduce wearout?
Change the advertisement structureChange the advertisement structure
Change the advertisement copy andChange the advertisement copy and
Change the media regularlyChange the media regularly
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SalesP
romotionS
tra
tegySa
lesP
romotionS
tra
tegyPromotion to consumer targetsPromotion to consumer targets
Promotion to industrial targetsPromotion to industrial targets
Promotion to middle menPromotion to middle men
Promotion to sales forcePromotion to sales force
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Evaluation and ControlEvaluation and Control
Continuously monitor the execution ofContinuously monitor the execution ofthe communication plan or strategy tothe communication plan or strategy to
ensure objectives are metensure objectives are met
Evaluate the outcome against theEvaluate the outcome against theplanned budget and adjust asplanned budget and adjust as
necessarynecessary