Professional Documents
Culture Documents
Lecture Nine
Marketing Communications
1
Learning outcomes
To develop an understanding of the basic
elements of communications and promotion
To gain an awareness of the nature of
communications and the promotion mix
To gain an understanding of the different
types of appeals used in marketing
communications to influence consumer
decision making
The objectives of
communication and promotion
Create awareness
Off-setting competitors advertising
Making sales personnel more effective
Educating the market
Increasing the uses of a product
Reminding and reinforcing customers
Reducing sales fluctuations
The basic elements of communications
The communication process
During the advertisement a British soldier shares a moment of friendship with a German soldier who
is later moved to discover his British friend has hidden the gift of a chocolate bar in his pocket.
The chocolate which features in the advert, is available to buy from Sainsburys stores with the
profits going to the Royal British Legion.
The fraternisation that occurred on that Christmas Day was a recognition by the troops involved that their humanity was
more important than their nationality.
If they had hung on to that truth then four years of carnage would have been avoided.
The tragedy is that having found peace they then threw it away and went back to war. It was a poignant missed
opportunity.
To exploit it to market chocolate is utterly wicked.
Father Clews 14/11/14
That Sainsburys advert: Support
The tribute advert follows the public's passionate response to the exhibition of
thousands of ceramic poppies in the moat of The Tower of London to commemorate
100 years since the start of World War One. It has drawn millions of visitors in just a
few months.
The appeals used in marketing
communications to influence
consumer decision making
1. Rational Appeals
Focus on a logical argument to persuade the
consumer to think positively and act in a certain
way.
e.g.
https://www.youtube.com/watch?v=TliScsnagc4
2. Emotional appeals
Reinforces the logic of a message
https://www.youtube.com/watch?v=wuz2ILq4UeA
3. Product orientated appeals
https://www.youtube.com/watch?v=PUJHJ
yYwU3w
https://twitter.com/DoveMen
https://www.youtube.com/watch?v=EK0fKEvgXJo
Techniques used to execute consumer appeals
Animation ComparetheMarket.com
http://meerkat.comparethemarket.com/attention/?SRC=CU11&utm_source=go
ogle&utm_medium=cpc&utm_campaign=ppc&gclid=CKC5v9-
Y0bMCFebLtAodQBQAfA
see
https://www.marketingweek.com/2015/11/12/sainsburys-christmas-ad-aims-to-make-people-laugh-not-cry/
The role of promotions and
communications in marketing
To inform people about particular issues.