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marketing communication process and tool

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marketing communication process and tool
05/10/2010

Leeds University Business School

Marketing Communications
Lecture 1:
Introduction. Overview of Marketing
Communications Process and Tools

Lecture Objectives
• Introduce the module
• Examine process of marketing communications • Consider role of marketing communications in strategic mix
• Discuss range of tools available

Leeds University Business School

Some Basic Definitions
Marketing: Management process which anticipates, identifies and satisfies customer requirements profitably or effectively
>marketing mix
Marketing Communications: Use of communications towards consumers, customers and prospects with the explicit purpose of influencing these groups
Corporate Communications: The management of communications between an organisation and all its stakeholders/publics
> sphere of PR
Leeds University Business School

1

05/10/2010

Marketing Communications:
Key Dimensions
• Management process via which an organisation engages with its various audiences • Audiences are encouraged to offer (desired) behavioural and attitudinal responses
• Understanding of each audience is required to tailor the marketing communications in terms of message and tool
• Increasingly an integrated approach is adopted Leeds University Business School

Role of Marketing Communications
DRIP FRAMEWORK
•
•
•
•

Differentiate
Reinforce/Remind
Inform
Persuade

[Bowersox and Marsh 1989, in Fill page 10]
Leeds University Business School

Differentiation: Gillette

Leeds University Business School

2

05/10/2010

Remind: Kit Kat
Have a break. Have a Kit Kat.

Leeds University Business School

Inform: Virgin

Leeds University Business School

Persuade: Nike

Leeds University Business School

3

05/10/2010

Marketing Communications Mix:
Traditional
Advertising

Direct marketing Target

Sales promotion Audience

Personal selling Public relations Leeds University Business
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