Topic 6:
Communication Strategies
Marketing Management II
Marketing Management II
Degree in Adm. & Dir. Emp.
Prof. Antonio Ladrón de Guevara
January- March 2025
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For the final exam:
The final exam will be in person and online
To access the exam, you must install a Safe Browser (navegador)
This afternoon you will receive the instructions to install the
Browser and make a test to check that the browser is properly
installed.
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Marketing Communication mix:
Advertising
Sales Promotions
Personal Selling
Public Relations
Direct Marketing
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Marketing Communication mix:
1.- Advertising???
Any paid form of non-personal presentation and promotion of goods or services
by an identified sponsor ???
Same message to the target, impersonal and not interactive
Selective-mass media
Usually require a major investment (production)
Traditional “offline” media:
Outdoor
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Antonio Ladrón de Guevara
Marketing Communication mix:
1.- Advertising: Any paid form of non-personal presentation and promotion of
goods or services by an identified sponsor ???
Same message to the target, impersonal and not interactive
Selective-mass media
Require a major investment (production)
Traditional “offline” media:
Outdoor
TV
Newspapers
Magazines
Radio
Cinema
Online media???
Internet? E-mailing? Mobile?
When is a communication action in the Internet considered advertising?
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Internet advertising:
Banners
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Internet advertising:
Banners
Search engine marketing (SEM). What is SEO-SEM ???
Search-engine positioning: (SEO – Search Engine Optimization),
Natural positioning, Organic positioning, SEO positioning
Adwords campaigns (SEM – Search Engine Marketing)
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SEO
SEM
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Videos
Banners
SEM
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Marketing Communication mix:
1.- Advertising: Any paid form of non-personal presentation and promotion of
goods or services by an identified sponsor ???
Same message to the target, impersonal and not interactive
Selective-mass media
Require a major investment (production)
2.- Sales promotions???
Short-term incentives to encourage purchase or sale of a product or service ???
Offers an incentive to buy
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Antonio Ladrón de Guevara
2015!!!!
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2025!!!!
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Marketing Communication mix:
1.- Advertising: Any paid form of non-personal presentation and promotion of
goods or services by an identified sponsor ???
Same message to the target, impersonal and not interactive
Selective-mass media
Require a major investment (production)
2.- Sales promotions: Short-term incentives to encourage purchase or sale of a
product or service ???
Offers an incentive to buy
Motivation when acquiring the product
Short-term response. Promotions do not build brand image
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3.- Personal Selling???
Oral presentation in a conversation with one or more prospective purchasers for the purpose
of making sales ???
Interactive communication
The buyer is committed to attend and respond
Appropriate for durables (shopping goods) and industrial markets
4.- Public Relations???
Variety of programs and activities that the organization undertakes to communicate to its
publics which are not paid for directly. The main objective is to improve, maintain, or protect a
company or product image ???
The message gets to the buyers as news rather than a sales-directed communication
Higher credibility than ad. Information
Sponsorship is also considered a PPRR activity (indirect impact on media/news)
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5.- Direct Marketing ???
Some textbook and google definitions:
- Use of consumer direct channels to reach and deliver goods and services without using marketing
middlemen.
??? E-commerce???
- Use of a channel to communicate directly with or solicit response or dialogue from specific
customers and prospects.
- Direct marketing is a type of communication action that seeks to elicit an action (such as an order, a
visit to a store or Web site, or a request for further information) from a selected group of consumers in
response to a communication from the marketer.
E.g. direct mailing, catalog marketing, telemarketing, other direct-response media and e-marketing
The response of any action can be measured!!!!
Purchases are usually made directly from the manufacturer rather than through an
intermediary.
May be interactive
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Some Examples of
Direct-marketing actions
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Factors in setting the optimal promotion mix:
The effectiveness of each tool depends largely on the following factors:
1.- Complexity of the decision process:
- expensiveness
- uncertainty
- adaptability
E.g. Industrial markets and durables (shopping goods) usually require
professional selling, customized information,… (advise, etc.)
Personal selling
2.- Market Concentration level:
Industrial markets: Customer concentration level
Personal selling
Consumers markets: Mass markets vs. few customers
Advertising vs Personal selling
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3.- Length of the channels (number of intermediaries)
Push strategies: marketing activities directed at channels intermediaries ???
Sales force support
Trade promotions
What communication channel?
???
Wholesalers Retailers
Manufacturer Consumers
Supermarkets
Push strategies 29
???
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3.- Length of the channels (number of intermediaries)
Push strategies: marketing activities directed at channels intermediaries ???
Sales force support
Trade promotions
Pull strategies: marketing activities directed at consumers???
advertising
consumer promotions
Direct marketing campaigns
Pull strategies
Wholesalers Retailers
Manufacturer Consumers
Supermarkets
Push strategies
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Push and pull strategies must be compensated for a proper distribution of the product.
Longer channel more “push” strategies
Length “0”
Manufacturer Customer
Advertising, direct sales
and consumer promotions
Length “3”
Manufacturer Int. 1 Int. 2 Int. 3 Consumers
+ sales force + trade promotions
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4.- Category awareness (product-life-cycle stage, Pull strategies):
Introductory stage???
Informative advertising and trial promotions
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4.- Category awareness (product-life-cycle stage, Pull strategies):
Introductory stage???
Informative advertising and trial promotions
Growing-mature stage???
Persuasive advertising and promotions directed to users
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4.- Category awareness (product-life-cycle stage, Pull strategies):
Introductory stage???
Informative advertising and trial promotions
Growing-mature stage???
Persuasive advertising and promotions directed to users
Declining stage???
Sales promotions. No advertising! Recall advertising?¿?
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4.- Category awareness (product-life-cycle stage, Pull strategies):
Introductory stage???
Informative advertising and trial promotions
Growing-mature stage???
Persuasive advertising and promotions directed to users
Declining stage???
Sales promotions. No advertising! Recall advertising?¿?
5.- Brand Awareness (Sales Promotions, Target segment):
non users of my brand
occasional users of my brand
loyal users of my brand
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Promotional strategies:
1.- Trial:
- free samples: door-to-door, in stores, Mail, attached in a product, printed media, etc.
…
- Trial sizes, big discount in small sizes
- Coupons, and other incentives in small packages, etc...
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Promotional strategies:
1.- Trial:
- free samples: door-to-door, in stores, Mail, attached in a product, printed media, etc.
…
- Trial sizes, big discount in small sizes
- Coupons, and other incentives in small packages, etc...
2.- Continuity:
- storable coupons, codes or any other purchase evidence
- Discounts for the next purchase
- Long-period promotions (cumulative proof-of-purchase)
-etc…..
- “LOYALTY PROGRAMS”
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LOYALTY PROGRAM
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Promotional strategies:
1.- Trial:
- free samples: door-to-door, in stores, Mail, attached in a product, printed media, etc.
…
- Trial sizes, big discount in small sizes
- Coupons, and other incentives in small packages, etc...
2.- Continuity:
- storable coupons, codes or any other purchase evidence
- Discounts for the next purchase
- Long-period promotions (cumulative proof-of-purchase)
- etc…..
3.- Stocking:
- Bonus Packs
- Contests in big/multiple packs
- Additional quantity in big sizes / additional units in multiple packs
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Evaluation of Advertising campaigns
Setting the Ad. Objective:
-Identifying the target audience???/target segment???
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Evaluation of Advertising campaigns
Setting the Ad. Objective:
-Identifying the target audience???/target segment???
- Time horizon
- Communication objectives and desired change (measurable). What kind of
change?
- Overall objectives???
- Brand awareness (e.g. brand recall, Top of mind)
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Top of mind
Brand recall
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Evaluation of Advertising campaigns
Setting the Ad. Objective:
-Identifying the target audience???/target segment???
[Link]
[Link]
[Link]
[Link]
- Time horizon
- Communication objectives and desired change (measurable). What kind of change?
- Overall objectives???
- Brand awareness (e.g. brand recall, Top of mind)
- Aided brand awareness (association to attributes)
E.g.
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Evaluation of Advertising campaigns
Setting the Ad. Objective:
-Identifying the target audience???/target segment???
[Link]
[Link]
[Link]
[Link]
- Time horizon
- Communication objectives and desired change (measurable). What kind of change?
- Overall objectives???
- Brand awareness (e.g. brand recall, Top of mind)
- Aided brand awareness (association to attributes)
E.g.
- Attitudinal objectives (like, intention to buy,…)
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Brand Attitude - Likert Scales
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Evaluation of Advertising campaigns
Setting the Ad. Objective:
- Identifying the target audience???/target segment???
- Time horizon
- Communication objectives and desired change (measurable). What kind of
change?
- Overall objectives???
- Brand awareness (e.g. brand recall, Top of mind)
- Aided brand awareness (association to attributes)
VP
- Attitudinal objectives (like, intention to buy,…)
USP
E.g.:
“25% of young Spanish smokers, between 18 and 35 year old identify toothpaste
XXX as an effective one for tooth whitening.”
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Diagnosis after 1 year launch
Objectives Results
100% 100%
Market
Share Market
20% Share
10%
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Diagnosis
Objectives
100%
85%
70%
50%
Intention to buy
Awareness
20%
share
trial
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10%
30%
S.
40%
trial
Results
60%
Int. to buy
Awareness
100%
Diagnosis
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20%
50%
share
Objectives
70%
trial
85%
Intention to buy
Awareness
100%
10%
30%
S.
40%
trial
Results
85%
Int. to buy
Awareness
100%
Diagnosis
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20%
50%
share
Objectives
70%
trial
85%
Intention to buy
Awareness
100%
10%
30%
S.
70%
trial
Results
85%
Intention to buy
Awareness
100%
Diagnosis
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20%
50%
share
Objectives
70%
trial
85%
Intention to buy
Awareness
100%
10%
50%
S.
70%
trial
Results
85%
Intention to buy
Awareness
100%
Diagnosis
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20%
50%
share
Objectives
70%
trial
85%
Intention to buy
Awareness
100%
An example with two brands:
20% market share after 1 year
Product A Product B
100% 100%
85%
65%
60%
Intention to buy
35%
40%
Awareness
Awareness
Int. to buy
25%
20%
trial
20%
Share
Share
trial
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