If we ask anyone who goes by the street what the meaning of the communication may be, then the answers that are given to us will probably be similar

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4 If we ask anyone who goes by the street what the meaning of the communication may be, then the answers that are given to us will probably be similar to those in this chart. These answers are not entirely incorrect, but are incomplete when it comes to communicating an organization or a business idea. There is a lot of confusion on the concept of communication, because for years this concept has been linked to the marketing point so it has always been thought of as a tool for selling more points this concept has to be expanded because communication does not serve Only to sell or enhance brand recognition, but it needs to protect the reputation of an open parenting organization and to become the head organization to keep on maintaining in the long term a constant clear and effective dialogue with all stakeholders in effect marketing is communication Have common points and these are represented by all the promotion activities, namely marketing communications that we call in our slides integrated marketing communication (IMC). 4

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7 As mentioned above, the confusion between the two functions (marketing and communication) stems from the fact that only a few years ago (and this only happens in organized organizations) there are two different functions and goals that, despite meeting points, Are ultimately different. Marketing wants to sell and increase brand awareness, as we will see, besides achieving this goal of marketing, it aims to help build a clear and consistent image for the organization and protect its reputation. 7

8 Here there is the communication process. Please consider that only by using the right code you will do so that the receiver will understand in the right way (the way you mean) your message. 8

9 Sometime the communication done by an organization is not done just to augment sales! Please, now configure this chart as presentation and clic on the DOVE brand: a youtube video will appare with a good example of what i mean. So which kind of communication are we talking about? The brand DOVE many years ago have decided to position itself on the market by breaking the already existing rules and telling its target audience that the beauty already exists inside people, not outside. This message is the engine of every communication done by DOVE. 9

10 Before to talk about the communication function as a whole, let s focus our attention on the concept of PROMOTION, or, to be more precise, THE INTEGRATED MARKETING COMMUNCIATION (IMC). By late 1980s however, many companies began to realise that as market environments changed, promotion activities need to take a more integrated form in order to improve the effectiveness. At the same time, globalisation, increased competation and other social changes have made reaching target audience amore difficult task. It was amit all these changes, the IMC concept entered the scene through the text Intergrated Marketing Communication: Pulling it together and making it work. In the last two decade, IMC has evolved from being a concept which coordinate communication tools for a brand, to a strategic planning process which is used to achieve the brand equity. At the same time, mobile phone technology has enabled people to be reached at anywhere and anytime, even in the less developed countries where the lack of infrastructure means the unavailability of landlines, 10

11 mobile phones are becoming a part of some remote vellige life for communications with outside of the world. The number of mobile phone users is much higher than the number of internet users. The starting point is that even when i want to shape a communication aimeing at reaching the customers, i have to consider other levels of communication and this is due to the fact that every stakeholder talk to the others since Internet is getting the real "backbone of the media system. The trend sees all organizations dealing with the programming of a communication plan that integrates all the tools with which they intend to interface with their stakeholders. Companies don t just have to be present on the web through "websites showcases," but also they need to become the real protagonists in the process of information and experience creation and exchange, providing to users and brand followers dedicated spaces, content and additional services. The concept of integrated marketing communication becomes inseparable from the one concerning common values sharing with stakeholders: people talk about social values of corporate social responsibility. Marketing communications involve communication at different levels. From a business point of view, at Corporate level, information on company s mission, vision, labour practices, philanthropies, culture and other processes need to be communicated to the general public and other stakholders. At marketing level, the company s marketing mix such as product design, performance, appearance, pricing and distribution channels need to be communicated to it s target customers. It is important to understand that a business organisation does not only deals with it s customers, but also deals with other stakeholders such as gneral public, shareholders, employees, government and its supply chain members. It is therefore important for the business to develop a IMC plan which enables it to reach different audiences but sending a consistent and coherent message. 10

12 Synergy is a phonomenon where the combined effect of multiple activities exceeds the sum of their individual effects. Research have shown that the best communications results can be achieved by using consistent messages and the same creative ideals cross different promotional mix elements. For example, Sales promotion activities were advetised through mass media to draw public s atention and direct marketing to inform their VIP customers; or sponsorship of a chrity was annouced on the website. Combining different media also enables the company to reach multiple audiences, not only their target market, but also their employees, supply chain members and the general public. Research demonstrated that complementary marketing communications, which refers to the the reinforcing effects of individual communication efforts, helps in achieving communication goals that are beyond the individual communication options 11

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19 Please, for this chart click on the button presentation and click on the written P&G: proud sponsor of moms. This video is a very good example of what integrated communication is. As you can see, starting from 2012 onwards, P&G has shifted the focus from the single products or product lines brand, to the corporate one (P&G) by sharing with the target audience the essence of the corporate brand. 18

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23 And here we are: we call that integrated marketing communication because we also have to integrate the variuos tools we can use when we plan a IMC strategy. IMC tools suitable to reach different audiences: Advertising Advertising is defined as a paid, mediated from of communicationfrom an identifiable source, designed to persuade the receiver to take some actions, now or in the future (J.I. Ricahrds & C.M. Curran, 2002). Advertising is the most popular and widely used form of marketing communications, which for many years, was synomonous for marketing communications and promotions. It is a tool best suited to companies targeting mass market as it is more cost effective in reaching large audience. Advertising can also be used to educate the general public about the organisation, and boost morals of its employees and motivate supply chain members for signing up. Sales promotions Sales promotions are activities that provide addtional incentives to supply chain members or customers, which prompt them to take immediate actions. Some sales promotion activities may only have impact on 22

24 immediate sales but not contributing to long ternm brand euity building, however, some other sales promotion activitites can also help consumers to understand the brand better, therefore contributing to long term brand equity building. Trade oriented sales promotions are used to target suplly chain members, such as promotional allowance, price deals, trades shows. These activitites are used to motivate and encourage supply chain members to stock up and promote a compnay s products. Consumer-oriented sales promotion activitites are used to attarct ultimate consumers to the brand, coupons, samples, rebates, premiums, contensts and sweepstakes and point of purchase displays. These activites aimed primarily at encourging consumers to take immediate purchase actions, but used in conjunction with advertising and PR, can also contribute to long term brand equity building, which will increase full price sales in long term. PR and Publicity Public relations (PR) is communication targeted at specific target audeince (often know as stakeholders). PR activities include sponsorships, supporting charities, participating in community events and newsletters to employees and other stackholders. PR is also widely used in disaster management for brands when brands are in some kind of image disaster, due to product recalls or other events which damages the brand image in public s eyes. PR usually genrates positive publicities for the company, and it offers much higher level of credibility than advertising as it s not paid by the company involved. Publicity is defined as news items genertated in mass media, as the definition suggested that the media controls when and what to write, therefore the company does not always have complete control over the timing and the content of the publicity. PR and publicity are used to change public opinions of the brand, attract supply chain members, motivate employees and establish good coorporate citizen image in its target matket s mind. Direct marketing In direct marketing, companies communicate directly with their target markets to ilicite a response or a transaction. It started as mail-orders and catalogues over 100 years ago, mainly used to target people living in rural and remote areas where no retail shops can be found. However todyas direct marketing covers much more. Databases allow companies to reaxch its target markets through many different media mail. Telephone, internet, print and broadcost media, as well as Avon and Amway, selling through party plans or pyramid selling. Direct marketing can be used to scot the market for new customers, reaching existing target market, as well as attracting supply chain members to work with the brand. 22

25 Interactive/internet marketing Two-way communication is the key feature in this types of marketing communications, and it allows user participation through inquiries, feedbacks and purchases, as well as sharing information though blogs, wiki and Twitters etc. Dr Brent Coker from The University of Melbourne (2011) wrote Who are we more likely to believe: the claims and promises of corporations, or the buzz and recommendations on Twitter and Facebook? He believes that Corporations are now more transparent as negative buzz transfers almost instantly, reaching millions of people. Internet/interactive marketing has the biggest potential to integrate all promotional mix elements in an online environment, when used well it is particularly effective in engaging target market, therefore offers a reletively low cost way to communicate with the intended audience. 6. Personal selling Personal selling is a form of one-on-one communication which is a very important tool used in industrial selling, as well as in selling high unit valued consumer products. It is the most effective way of attracting potential supply chain members. Personal selling allows the sales person to tailer the message to suit the customer, answer questions, give demonstrations and obtain feedbacks straight away. 7. Product placement. An advertising technique used by companies to subtly promote their products through a non-traditional advertising technique, usually through appearances in film, television, or other media. Product placements are often initiated through an agreement between a product manufacturer and the media company in which the media company receives economic benefit. A company will often pay a fee to have their product used, displayed, or significantly featured in a movie or show. Read more: 8. Sponsorship. the act of supporting a person, organization, or activity by giving money, encouragement, or other help 22

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29 Business communication necessarily involves several aspects; One does not exclude others and all together must be integrated into a multi-year planning. We are talking about a continually becoming process that crosses across the entire organization: there are several strategic areas involved, marketing is one of them, but not the only one. The concept of integrated enterprise communication, which is the subject of the chapter, is not new, but it is certainly a territory still to be discovered for most of the organized realities. Here we go beyond the concept of marketing and we talk about the whole fimr communication. The goal is to maintain a dialogue with all stakeholders (a stakeholder is someone who has an interest in the management of a certain organization) and this implies that those working in communication should be aware of the company's strategies, the characteristics of the different stakeholders and the short-term goals And long-term organized reality. It should therefore be considered that the information and inputs that the enterprise voluntarily sends to the various external and internal targets should be screened and considered within a single strategic plan. Marketing communication, therefore, will be based on clearly expressable and wellcommunicable values also through communication to investors, through that to their employees, management, and local communities. This does not mean that the same 26

30 concept should be emphasized in the same way for all reference targets, but that different communications to different stakeholders, each of which has its own specific objective, must be part of long-term strategic planning and must, Consequently, have a common coherence basis between them. The model presented in this chart is useful in reaching the solution that all stakeholders have, in the context of integrated enterprise communication, a great deal of power. From the model it is assumed that there is a communication that we want to call as a volunteer, starting from the organization to reach a particular public of reference (in the model this is represented by the continuous line) and it is assumed that later the public will give a response to the message (both linked to marketing goals rather than financial rather than internal communication). From this voluntary communication emerges, it is difficult to predict how and to what extent, another type of communication we will call involuntarily (in the model is represented by the dotted line). This type of communication ends up in a kind of compound and hence the stakeholders will receive more information related to the subject being discussed. 26

31 So in this chart are presented all the communications we can find and experience in an organization. 27

32 We want to focus our attention on the external relations. As already stated, everything is here told about the organiation communcaition is usefull even when i want to presnet myself, my ideas, my personal business. 28

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