WELCOME TO

MARKETING COMMUNICATIONS
200086
Learning Objectives
LO1: Exam Structure
LO2: Key topics of the Exam and Mock Exam
LO1: Exam Structure
• Please note that it is your responsibility to check
the exam timetable for exam times and
locations.
• 1 hours opened book exam (mostly application)
• The final exam is worth 20% of your total mark.
• Answer all 40 multiple choice questions. 0.5 point
for Each answer
LO2: Key Topics of the Exam
9. Various styles of creative advertising
1. Targeting and Positioning
10. Media & vehicles (broadcast, print,
2. Attitude (cognitive Out of home, Point of purchase)

affective, 11. Reach vs frequency

12. Recognition vs recall
[Link] and cultural 13. Direct marketing
variations 14. Personal selling
15. Promotional tool
4. ELM
16. Digital assets (Owned, Earned, Paid,
5. Hierarchy of effects (be shared) and different types of digital marketing
(FB, youtube, GDN,...)
able to draw the model
17. Google analytics
from the slides)
18. The meaning of color
6. AIDA 19. Disruptive Technology: VR, AR, AI,
Machine learning, Robot (Zoomorphic,
7. Brand loyalty Anthropomophic, caricature, functional robots)
RACE model
8. Brand resonance
LO2: Explain the 5 key features that
underpin the philosophy and practice of
integrated marketing communications?
1 Profile the identified target market

2 Use the relevant media channel

3 Achieve communication synergy, i.e. same brand message

4 Positively influence the target market’s behaviour

5 Build customer relationships, e.g. loyalty programs

LO2: Brand Image
LO2: Elements of the
Communication Process
LO2: Elements of the
Communication Process
• This is the sender of the message (e.g. an advertiser or
salesperson) who has ideas about the product to share with
Source the target audience. They encode these ideas by translating
them into symbolic form

• To create brand awareness and recall

Communication • To establish a positive brand image in a consumer’s
objectives memory via positive associations
• To encourage purchase behaviour

• The message is the symbolic expression of what

Message
the communicator intends to achieve

• The path of the message as it moves from source

Message channel
to receiver (TV, newspaper, billboards, t-shirt)
LO2: Elements of the
Communication Process
• The target audience (current and potential customers) with
Receiver whom the source attempts to share ideas

Communication • The target audience’s experiences or outcomes received,

outcome which must match the communicator’s expected outcomes

• The means through which the source evaluates how

Feedback accurately the intended message is being received and
whether it is accomplishing its intended objectives

• Interference and distortion at any stage of the

Noise communication process that may interfere, interrupt or
distract from the intended message
LO2: Consumer processing
model (CPM) and the hedonic
experiential model (HEM)

Head or Heart?
• CPM pursuing objectives such as value for money and
maximising profit
• HEM pursuing objectives such as fun, amusement or
sensory stimulation.
LO2: Attitude & Persuasion

• Attitudes are either a positive or negative

predisposition towards a person, an object or an
issue.
• Attitudes:
- are learned
- are relatively enduring
Attitudes Persuasion
- influence behaviour.
LO2: Attitude & Persuasion
Tri-component model of attitudes
LO2: AIDA
LO2: Hierarchy of Effects Model

• Moving consumers
from one goal to the
next
○ Awareness
○ Knowledge
○ Liking
○ Preference
○ Conviction
○ Loyalty
LO2: Elaboration Likelihood Model

• Elaboration:
• Is a psychological state, it deals with the consumer’s mental
activity in response to a marketing message determined by MOA:
• Motivation when message relates to person’s current
consumption needs
• Opportunity is it physically possible to process message. E.g.
Opportunity restricted when message presented too quickly.
• Ability is person familiar with & capable to comprehend message
claims.
• Elaboration can exist on a continuum ranging from LOW to HIGH
LO2: Elaborate Likelihood Model
VALUES/LIFESTYLE - WHY
AIO (activities, interests, opinions)
LO2: Positioning Framework

Effective Positioning Statement

• Represent how the brand wants to be seen;
i.e. the thoughts and feelings of the consumer.

- reflect the brand’s competitive advantage

- motivate customers to action.
LO2: Positioning Framework
LO2: Brand Awareness
• Move brands from a state of
unawareness to awareness TOMA
• To recall
• Ultimately move to Brand recall
top-of-mind awareness (TOMA)

Brand recognition

Unaware of brand
LO2: Advertising Function and
Process
Informing

Persuading

Reminding

Adding value

Assisting other company efforts

LO2: Creative Strategy
Three categories of styles define contemporary advertising:
LO2: Marketing Communications
Tools
Advertising

Marketing public Digital marketing

relations communications

Marketing
Sponsorship
communications Point-of-purchase
elements communications

Personal Direct marketing

Sales promotion
LO2: Digital Marketing
LO2: Social Media Marketing
Advantages
• flexibility
• reach options
• consumer engagement
• two-way dialogue
• integration and ability to drive traffic
• improved metrics and research
• cost-effectiveness
LO2: Measuring Effectiveness of
Digital Marketing
Website Effectiveness Metrics
LO2: Broadcast Media
Media vs Media Vehicles

Media Vehicles

Specific broadcast
The general
programs or print
communication
choices in which
methods that carry
advertisements are
advertising messages in
placed; e.g. Packed to
mass media; e.g.
the Rafters, Masterchef,
television, magazines
The Economist and
and newspapers
Who Weekly
LO2: Broadcast Media
TV Advertising Strengths and Weaknesses

Strengths Limitations

• Demonstration ability • Escalating costs

• Intrusion value • Audience fractionalisation
• Ability to generate • Zipping and zapping
excitement • Clutter
• One-to-one reach
• Ability to use humour
• Effective with sales for
trade
• Ability to achieve impact
LO2: Radio Media
Radio Advertising Strengths and Weaknesses

Strengths Limitations
• Ability to reach segmented • Clutter
audience • No visuals
• Intimacy • Audience fractionalisation
• Economy • Buying difficulties
• Short lead times
• Transfer of imagery from
television
• Use of local personalities
LO2: Print Media
Magazines Rates
LO2: Support Media
Out-of-home Advertising: Billboards
• Creating brand-name recognition is the primary objective.
• Billboards are located in areas with significant pedestrian
or vehicular traffic.
• Traditional billboard space is usually sold on a monthly
basis.
• Design considerations include:
• letter visibility
• colour visibility
• distance comprehension.
LO2: Support Media
Out-of-home Advertising: Point of Purchase
• Perfect’ time to communicate with the consumers, while product/brand
choices are being made.
• Interactive displays influence unplanned purchasing
• Consumers’ shopping behaviour; e.g. in search of a new experience,
offers an opportunity to influence their decisions.
• Functions of POP materials include:
- informing
- reminding
- encouraging
- merchandising
- example: Myer back up sales campaigns (TV and catalogues) with
POP displays).
LO2: Direct Marketing
• Databases are a fundamental ingredient of direct mailing
advertising.
• Databases can contain information related to:
• current customers
• prospective customers
• buying behaviour
• geographic segmentation
• demographic segmentation
• psychographic segmentation
LO2: Personal Selling
Advantages

Enables customisation
Provides immediate
Facilitates a high level of sales message to the
feedback during the
of customer attention customer’s specific
sales presentation
interests and needs

Allows the salesperson Greater ability to

to communicate a demonstrate a Potential to develop
larger amount of product’s functioning long-term relationship
complex information and performance with the customer
than other methods characteristics
LO2: Sponsorship Marketing
Benefits of Cause-related Marketing

Enhances
Combats negative Generates
corporate or brand
publicity incremental sales
image

Increases brand Broadens Reaches new

awareness customer base market segments

Increases a brand’s
retail
merchandising
activity
Good luck with the Exam from the
Marketing Communications Teaching Team