CIM REVISION CARDS

Marketing Communications
Gill Wood
First published 2004 by Butterworth-Heinemann

Published 2014 by Routledge

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ISBN-13: 978-0-750-66287-1 (pbk)

ISBN-13: 978-0-080-54667-4 (ebk)
TABLE OF CONTENTS
Preface .............................................................................. iv
1. Introduction to marketing communications ..................................... 1
2. Marketing communication mixes ................................................ 16
3. The marketing communications industry ....................................... 31
4. Relationships and marketing communications ................................. 43
5. Marketing channels ............................................................... 59
6. Communication strategies and planning ........................................ 70
7. Media ............................................................................... 83
8. Evaluating communications’ effectiveness...................................... 95
PREFACE
Welcome to the CIM Revision Cards from Elsevier/Butterworth–Heinemann. We hope you will find these useful
when coming to revise for your CIM exam. The cards are designed to be used in conjunction with the CIM
Coursebooks from Elsevier/Butterworth-Heinemann, and have been written specifically with revision in mind.
They also serve as invaluable reviews of the complete modules, perfect for those studying via the assignment
route
n Learning outcomes at the start of each chapter identify the main points
n Key topics are summarized, helping you commit the information to memory quickly and easily
n Examination and revision tips are provided to give extra guidance when preparing for the exam
n Key diagrams are featured to aid the learning process
n The compact size ensures the cards are easily transportable, so you can revise any time, anywhere
To get the most of your revision cards, try to look over them as frequently as you can when taking your CIM
course. When read alongside the Coursebook, they serve as the ideal companion to the main text. Good luck –
we wish you every success with your CIM qualification!
INTRODUCTION TO MARKETING Unit 1
COMMUNICATIONS
LEARNING OUTCOMES Definition of marketing communications


Describing the communications process
Understanding how marketing communications work
} Marketing communication or promotion is one
 Appreciating how information is processed of the elements of the marketing mix and is
 Explaining the purchase decision process responsible for putting the marketing offer to
the target market. It is the planned and
Syllabus Reference: 1.1–1.3 integrated communication activity that
communicates with an organisation’s
stakeholders ~ (Fill, C., 2002)

MARKETING COMMUNICATIONS 1
 INTRODUCTION TO MARKETING COMMUNICATIONS 2

The communications process

Shannon and Weaver’s simple model of communication (1958) shows the various stages of the communication
process

Source Encoding Message Decoding Receiver

Noise Noise

Feedback Feedback
Source: Fill and Yeshin: CIM Coursebook Integrated Marketing Communications
(Elsevier Butterworth–Heinemann 2001)
Opinion formers and leaders Word-of-mouth communications
The effectiveness of the process is also Word-of-mouth communication is highly
determined by: credible
n The communication environment Persuasive communications must be:
n The mood of the people involved in the process n Credible – if the source is seen to be objective
n Opinion formers and opinion leaders n Attractive – if consumers can identify with the
Opinion formers tend to be ‘experts’ such as travel source
journalists and their messages are seen to be more n Powerful – if the source can reward or punish
believable than a travel advertisement
Opinion leaders tend to be from one’s own peer group
who may have an interest in a topic. Alternatively, they
could be members of pressure groups or celebrities
who are admired by particular target audiences

MARKETING COMMUNICATIONS 3
 INTRODUCTION TO MARKETING COMMUNICATIONS 4

Multi-step models
Multi-step models reflect life more accurately than simple models because they show how people talk to
and influence each other

Sou"",

T...... ' Target 2 Target 3 T.......

Opinion Opinion
leaders formera

Source: Hughes and Fill: CIM Coursebook Marketing Communications (Elsevier Butterworth–Heinemann, 2004)
How marketing communications work
No one model can explain how marketing communications work. The AIDA model was an early attempt to
explain how an advertising’s target audience might pass through a number of steps, with attention being
the first and most important one

Attention

Interest

Desire

Action

Source: Kelley and Hyde: CIM Coursebook Marketing in Practice (Elsevier Butterworth–Heinemann 2002)

MARKETING COMMUNICATIONS 5
 INTRODUCTION TO MARKETING COMMUNICATIONS 6

The Heightened Appreciation model Hall’s Four Frameworks model

The heightened appreciation model is another tool that Hall (1992) suggests four frameworks are used in
helps determine advertising strategy. It suggests that, advertising:
by using consumer research to identify a key attribute n Sales – messages to shift product, e.g. direct
of a product and linking that to the brand, the response advertising
consumer is able to associate with brand attributes
n Persuasion – moving buyers through sequential
Prue’s (1998) alphabetical model attempts to steps
present advertising from a customer orientation
perspective, helping a customer appreciate the item, n Involvement – drawing consumers into an
that interest is then stimulated by brand recognition, that emotional response
persuasive communication makes an impact and that n Salience – using conspicuous presentation
eventually perceptions of a brand’s attributes are
changed
Appreciation ! Interest
Branding ! Stimulate recognition
Communication ! Persuasive impact
Desired effect ! Perception change
Strong vs. weak theories of advertising
Jones’s strong theory of advertising views consumers as passive and maintains that advertising can persuade
and generate repeat purchase behavior
Ehrenberg’s weak theory of advertising views consumers as active problem solvers, driven by habit to make
a purchase. He suggests the Awareness–Trial–Reinforcement (ATR) framework

ATR framework reminds people of a need and is a more likely model for how purchase behaviour comes
about

MARKETING COMMUNICATIONS 7
 INTRODUCTION TO MARKETING COMMUNICATIONS 8

Information processing
The vast quantities of information that consumers Attitudes are an expression of a person’s
receive means that they inevitably ‘process’ feelings. They are learned through past
information to screen it out. Perception and attitudes experiences and may be formed by external
both influence and are influenced by marketing factors, e.g. age, sex, class, peers, culture
communications Marketing communications tries to
influence the following:
Perception is how individuals see and make
sense of their environment n What consumers know/have learnt about
a product – cognition
For marketing communications it involves:
n How people feel about a product – affection
n Attention getting, with free samples or music, n What people will do with regard to a product
voice overs and camera angles (buy or reject) – conation
n Organizing stimuli by packaging, shapes,
When faced with a product one learns something
colour and brand names
about it, then feels something about it and then
n Encouraging the correct interpretation, e.g. by
does something – either reject it or (repeat)
using involvement and emphasizing the
purchase
correct attributes
Changing attitudes
Marketing communications can change attitudes by modifying negative attitudes, and which in turn can change
purchase behaviour
Attitudes can be changed by marketing in the following ways:
n Changing the product itself and its description
n Changing misunderstandings
n Changing attribute priorities
n Changing perception
n Changing brand associations
However, consumers modify or are selective with the messages they absorb

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 INTRODUCTION TO MARKETING COMMUNICATIONS 10

The purchase decision-making process

Understanding the stages buyers pass through and the influencing factors helps identify what information
consumers require, and when and how they use it
Personal Psychological Economie Social
Influences Influences Influences
Demographie Perception Priee Rolesand
Situation Motives Delivery family
Involvement Leaming Payment Reference
Attitudes Sales groups
Personality Service Social classes

Consumer buying decision process

Evaluation Post-
Problem Information
of Purchase purchaae
recognition search evaluatlon
Alternatives

Feedback

Source: Hughes and Fill: CIM Coursebook Marketing Communications (Elsevier Butterworth–Heinemann, 2004)
The nature of purchasing
How lengthy the decision-making process is depends on the nature of the purchase. There are three types
of decision-making:
n Routine problem-solving generally concerns low-priced, fmcg products
n Limited problem-solving generally involves a new or unfamiliar brand so that there is some degree of
information seeking
n Extensive problem-solving involves the consumer making a more detailed search for information and
spending longer on the evaluation of alternatives

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 INTRODUCTION TO MARKETING COMMUNICATIONS 12

Perceived risk The level of involvement in a purchase relates to

the purchase importance and the perceived risk
Buyer behaviour is often related to the perceived risk
High involvement purchases require an active
Types of risk information search so that rational messages about
Performance – will it do the job? product attributes are needed. This might involve
visual demonstrations, using opinion formers and
Financial – will it be of good value? guarantees/warranties
Social – what will others think? Low involvement purchases require less effort
Ego – how will it make me feel about myself? and need more of an emotional appeal to be used.
Physical – is it safe? This might involve using branding or celebrity
endorsement
Time – have I got time to investigate this
product?
Communication appeals Likeability in communications
Appeals tend to be based around emotional criteria Advertisements that are liked are more likely to be
or those of a more rational/logical nature enjoyed and remembered by consumers and in turn
are more likely to generate sales
Types of appeal:
Likeability relates to the personal meaningful
n Price/value
feeling that an advert can create in individuals
n Quality
n Start appeals/testimonials
n Ego
n Fear/anger
n Sensory
n Sex, love and social acceptance
n Novelty
n Experience of staff/customer service
n Security – reassurance
n Aspiration – luxury goods

MARKETING COMMUNICATIONS 13
 INTRODUCTION TO MARKETING COMMUNICATIONS 14

Ethics and corporate social responsibility

Ethics relate to the rights and wrongs relating to business and corporate social responsibility relates to
organizations taking responsibility for how their actions affect others. This can relate to health and safety,
environmental and other such issues
If product claims are made, they should be true and companies need to recognize their responsibilities to
society as a whole

Key CSR marketing communication issues:

n Advertising to children
n Depiction of women in advertising
n Product labelling
n Confusion pricing
Hints and Tips Ensure that you can distinguish between emotional
and rational messages and look at the two views on
There is no one model that can be used to explain how
how advertising might work, so that you can decide if
marketing communications work because of all
you agree with the ‘strong’ or ‘weak’ view of
the different contexts in which marketing
advertising
communications are used and because of the complex
nature of individuals. Consequently, this is Go to www.cimvirtualinstitute.com and
a fascinating and complex area of study www.marketingonline.co.uk for additional support and
guidance
Key topics:
n Appreciating word of mouth communication and
how it can be maximized
n Applying multi-step models to the use of opinion
leaders and opinion formers in campaigns
n Understanding how attitudes are an influence and
can be influenced by marketing communications

MARKETING COMMUNICATIONS 15