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Communication Strategies for the Asia Pacific Asia-Pacific Marketing Federation Certified...
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Transcript of Communication Strategies for the Asia Pacific Asia-Pacific Marketing Federation Certified...
Communication Communication Strategies for the Asia Strategies for the Asia
PacificPacificAsia-Pacific Marketing Asia-Pacific Marketing
FederationFederation
Certified Professional Certified Professional MarketerMarketerCopyrightCopyright
Marketing Institute of SingaporeMarketing Institute of Singapore
OutlineOutline
Developing an effective Marcom Developing an effective Marcom programprogram
Targeting the audienceTargeting the audienceDesigning the message Designing the message Push and pull strategiesPush and pull strategiesMajor advertising decisionsMajor advertising decisionsMeasuring communication Measuring communication
effectivenesseffectiveness
IntroductionIntroduction
AAfter you have selected the fter you have selected the product positioning, you need to product positioning, you need to communicate it in order to communicate it in order to secure a place in the minds of secure a place in the minds of the consumers. This is when you the consumers. This is when you need to decide on the need to decide on the communication strategiescommunication strategies
Steps in developing an Steps in developing an Effective Marcom ProgramEffective Marcom Program
Define the product and the target Define the product and the target market segmentmarket segment
Decide on the communication Decide on the communication objectivesobjectives
Decide on the promotion mixDecide on the promotion mix Decide on the strategy for each Decide on the strategy for each
component of the promotion mix component of the promotion mix Decide on the promotion budgetDecide on the promotion budget
What information is needed for What information is needed for purchase decisions?purchase decisions?
Consumer-adoption process modelConsumer-adoption process model
Awareness=>Awareness=>
Interest=>Interest=>
Evaluation=>Evaluation=>
Trial=>Trial=>
AdoptionAdoption
Marcom ObjectivesMarcom Objectives
Move the target audience to higher Move the target audience to higher state of readiness to buy e.g. using state of readiness to buy e.g. using Response Hierarchy Models Response Hierarchy Models
Ultimate objective is to get customers Ultimate objective is to get customers to buy and to provide post-purchase to buy and to provide post-purchase satisfactionsatisfaction
Increase sales to new users, former Increase sales to new users, former users, users of other brands, switchers users, users of other brands, switchers and current usersand current users
Increase repeat purchase Increase repeat purchase
Promotion MixPromotion Mix
Advertising; Sales promotion; Personal Advertising; Sales promotion; Personal selling; Public relations; Personal selling; Public relations; Personal selling; 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 buyerThe nature of the product and the marketThe nature of the product and the marketThe resources availableThe resources available
Targeting the AudienceTargeting the Audience
Target audienceTarget audience = current and = current and potential buyers of our productspotential buyers of our products
Measure the product image by Measure the product image by Familiarity surveys (awareness) Familiarity surveys (awareness) Favorability scaleFavorability scale (disposition)(disposition)
e.g. Coke and Pepsi used the Indian e.g. Coke and Pepsi used the Indian winner of Ms Universe and Ms winner of Ms Universe and Ms World respectively in their World respectively in their advertisement in India to win advertisement in India to win consumer preferenceconsumer preference
Designing the MessageDesigning the Message
Message contentMessage content Say Say whatwhat to to whomwhom, and for , and for whatwhat
responseresponse Demonstrate clearly the Demonstrate clearly the Unique Unique
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)
Designing the Message (cont’d)Designing the Message (cont’d)
2.2.Message StructureMessage Structure Use one-sided argument if Use one-sided argument if
audience is predisposed to your audience is predisposed to your position or position or
Use two-sided arguments if they Use two-sided arguments if they are notare not
Present the strongest argument Present the strongest argument first or lastfirst or last
Designing the Message (cont’d)Designing the Message (cont’d)
3.3.Message FormatMessage Format Choose headline, copy, illustration, Choose headline, copy, illustration,
and color suitable for the local and color suitable for the local audience e.g.audience e.g. In China, red represents prosperityIn China, red represents prosperity In ASPAC countries, any graphics In ASPAC countries, any graphics
that resemble the religious that resemble the religious symbols must not be usedsymbols must not be used
Refrain from “Sexy” advertisingRefrain from “Sexy” advertising
Selecting the Communication Selecting the Communication ChannelChannel
Personal communication channels Personal communication channels Either directly or indirectly e.g.Either directly or indirectly e.g.
Opinion leaders: if the top echelon Opinion leaders: if the top echelon of government drives a certain of government drives a certain make and model of car, it says a lot make and model of car, it says a lot about that particular modelabout that particular model
Selecting the Communication Selecting the Communication Channel (cont’d)Channel (cont’d)
Non-personal communication channelsNon-personal communication channelsPrint media; electronic media; display mediaPrint media; electronic media; display mediaThe servicescape—the environment in which The servicescape—the environment in which
the product is sold or the service is being the product is sold or the service is being delivered—conveys a powerful messagedelivered—conveys a powerful message
Events such as news conferences, grand Events such as news conferences, grand openings, and sport or race sponsorship is openings, and sport or race sponsorship is popular in ASPAC in recent years e.g. popular in ASPAC in recent years e.g. Emirates Airlines sponsored the Derby (Horse Emirates Airlines sponsored the Derby (Horse Racing) in Singapore regularlyRacing) in Singapore regularly
Promotion BudgetingPromotion Budgeting
The budget to be allocated The budget to be allocated depends on:depends on:
The geographic dispersionThe geographic dispersion The stage of the PLCThe stage of the PLC The communication activities, The communication activities,
andand The marginal costs of The marginal costs of
communication effectivenesscommunication effectiveness
Promotion-Expenditure Promotion-Expenditure StrategyStrategy
Percentage-of-sales approachPercentage-of-sales approachAffordable approachAffordable approachReturn-on-investment approachReturn-on-investment approachCompetitive-parity approachCompetitive-parity approachObjective-and-task approachObjective-and-task approach
Push StrategyPush Strategy
Push through a distribution channel in a Push through a distribution channel in a sequential mannersequential mannerEmphasis is on personal selling to Emphasis is on personal selling to
wholesalers and retailers with trade wholesalers and retailers with trade promotionpromotion
When is it especially appropriate?When is it especially appropriate?When the product is an impulse itemWhen the product is an impulse itemWhen there is low brand loyalty in a product When there is low brand loyalty in a product
categorycategoryWhen brand choice is made in the store, andWhen brand choice is made in the store, andWhen the product benefit is well understoodWhen the product benefit is well understood
Pull StrategyPull Strategy
Creates initial interest in potential Creates initial interest in potential buyers buyers
How?How? By heavy end-user advertisingBy heavy end-user advertisinge.g. free samples; couponse.g. free samples; coupons
When is it appropriate? When is it appropriate? When primary demand is favorable When primary demand is favorable When the product has hidden benefitsWhen the product has hidden benefitsWhen the product can be differentiatedWhen the product can be differentiatedWhen there are strong emotional buying When there are strong emotional buying
motives such as health, beauty and safetymotives such as health, beauty and safety
Major Advertising DecisionsMajor Advertising Decisions
Advertising objective decisions e.g. Advertising objective decisions e.g. create salient attributecreate salient attribute
Budget decisionsBudget decisionsMessage decisionsMessage decisionsMedia decisionsMedia decisionsAdvertising evaluationAdvertising evaluation
The Advertising Objective The Advertising Objective FunnelFunnel
ExposureExposureAwarenessAwareness
Attitude changeAttitude changeSalesSalesProfitProfit
The Advertising ObjectivesThe Advertising Objectives
As we move down the funnel, the As we move down the funnel, the objective becomesobjective becomes
More relevant to decision making, More relevant to decision making, butbut
More difficult to measureMore difficult to measureThe issue is whether the objectives The issue is whether the objectives
at each level are linked to the at each level are linked to the purchase decisionpurchase decision
Measuring Advertising Measuring Advertising EffectivenessEffectiveness
To develop more effective To develop more effective advertisements and to determine advertisements and to determine the optimal level of expendituresthe optimal level of expenditures
Commonly used measurements:Commonly used measurements:Number of inquiries received, Number of inquiries received,
increase product knowledge, and increase product knowledge, and attitude change towards the attitude change towards the product. Sales are the best criteriaproduct. Sales are the best criteria
Measuring Advertising Measuring Advertising EffectivenessEffectiveness
TrackingTrackingQualitative research in the form of Qualitative research in the form of
before-and-after brand image maps before-and-after brand image maps e.g. “Of all the advertising you’ve e.g. “Of all the advertising you’ve seen, what, if anything, do you seen, what, if anything, do you particularly remember from it?”particularly remember from it?”
Carrying out experiments with Carrying out experiments with test marketstest markets
Advertising Wear-outAdvertising Wear-out
Over time, a decline in Over time, a decline in advertising effectiveness occurs advertising effectiveness occurs due to due to repetition and repetition and wearoutwearout
How to reduce wearout?How to reduce wearout?Change the advertisement structureChange the advertisement structureChange the advertisement copy andChange the advertisement copy andChange the media regularlyChange the media regularly
Sales Promotion StrategySales Promotion Strategy
Promotion 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
Evaluation and ControlEvaluation and Control
Continuously monitor the Continuously monitor the execution of the communication execution of the communication plan or strategy to ensure plan or strategy to ensure objectives are met objectives are met
Evaluate the outcome against the Evaluate the outcome against the planned budget and adjust as planned budget and adjust as necessarynecessary