Marketing Communication

What is it?
What is Communication
Communication is the process of
exchanging information, usually via
common system of symbols.
It takes a wide variety of forms, from
two people having a face-to-face
conversation, to hand signals, to
messages sent over global
telecommunication networks.
The process of communication is
what allows us to interact with other
people; without it, we would be
unable to share knowledge or
experiences with anything outside of
ourselves.
Common forms of communication
include speaking, writing, gestures,
and broadcasting.
What is Marketing
Marketing a process
through which a firm
creates value for it
chosen customer by
meeting
their needs
The 4 Ps of Marketing and added 7 ps
of Services and the 4 Cs
The 7 Ps The 7 Cs
Organisation Facing Customer Facing
Product = Customer/ Consumer
Price = Cost
Place = Convenience
Promotion = Communication
People = Caring
Processes = Co-ordinated
Physical Evidence = Confirmation
Thus Marketing Communication
Has everything to do
with delivering the
message of that value
to its customer
Marketing
communicatio
ns is a subset
Marketing.
By Definition it is expected to:
Provide information.
Manage demand and
sales.
Communicate unique
selling points
Enhance positioning.
Build brand equity.
Influence attitudes and
behavior.
Increase market share!
Time
Money
Value
At the Core of Marketing
Communication is the reflection of
Brand Value
The Marketing Communications Mix

Personal Selling.
Sales Promotion.
Public Relations (and publicity).
Direct Marketing.
Trade Fairs and Exhibitions.
Advertising (above and below the line).
Sponsorship.
Packaging.
Merchandising (and point-of-sale).
EMarketing (and Internet promotions).
Brands.

Marketing Communications Reflects
Brand Values through The Marketing
Mix


Marketing
Communication
Plan
Marketing Plan
Business Plan
Understanding the Marketing Communication
Mix through Beijing Olympics
What were the touchpoints
Advertising
Events around 2008 Olympics
Events around Beijing
Beijing attitudinal change
Sponsorship
Online reach
Advertisement
Highlighting the Spirit of Olympics and China.
Highlighting the Players.
Highlighting the Technologies used.
Wind energy.
Full Mobile System.
Print Ads and Billboards

OOH

Print Ads

Three Different Levels
Worldwide
sponsorship,
also known as the
Olympic Partner
Programme (TOP),
Olympic Games
sponsorship
targeted within China
National sponsorship
marketing rights
within the territory
only.

Advertisements and Sponsors

Promotion - Logo usage
Event and Experience
Opening and Closing Ceremony.
Torch Relay
Tour of Beijing promotional event held in
Vienna
Whirlwind tour of China
China Youth Great Wall Tour

Opening Ceremony
Youth Great wall Tour
Public Relation and Publicity
Olympic song "Beijing Welcomes You.
Separate Radio Frequency.
Continuous broadcasting of Olympics News by Media
Partners
Media Services
Main Press Centre
Venue Press Centre
Olympic News Service (ONS)
Photo Services
World Press Briefing
Direct and Indirect marking
Web- sites
E-mails
The Brands and Olympics
Olympics sponsors were the most visible commercial aspect
of the Games to the huge television audiences.
Sponsors were co-branding with the Olympics brand itself.
The power of the Olympics brand derives from three distinct
strong elements of differentiation.
Olympics are infrequent
always about top-level athletes
vehicles to express national pride
Finally, the biggest brand of Beijing 2008 was China itself
Those who rode on the Beijing
Olympics Gravy Train
Lenovo : blog site called Voices of
the Olympic Games. As the name
suggests the blog content is made
up with athletes commentary of
what they are currently up to.
A virtual Lenovo Olympic podium
powered by Google which offers a
whole host of video footage, Google
maps and other multimedia
content. Its kind of like a start page
for the Olympics where you can
drag and drop each section to have
the page set up to how you want it.
Lenovo on Twitter with updates
throughout the Olympics

Those who rode on the Beijing
Olympics Gravy Train
Lenovo : blog site called Voices of
the Olympic Games. As the name
suggests the blog content is made
up with athletes commentary of
what they are currently up to.
A virtual Lenovo Olympic podium
powered by Google which offers a
whole host of video footage, Google
maps and other multimedia
content. Its kind of like a start page
for the Olympics where you can
drag and drop each section to have
the page set up to how you want it.
Lenovo on Twitter with updates
throughout the Olympics

Barack Obama
The Change that Jangled through
Marketing Communication
What was new with Barack Hussein
Obama
Personal charisma
Use of all communications
media
Targeted his message beyond
previous or likely voters
The campaign consistently
communicated his upbeat
themes of hope and
"change you can believe in
Anticipated and outsmarted
the competition
An excellent marketing and
campaign team
"I want to campaign the same way I govern, which is to respond directly and
forcefully with the truth

The Logos and Lines of Obama



The Logos and Lines of Obama


Television
advertisements
biographical commercial
campaign 18 states
30-minute infomercial
"American Stories, American
Solutions, American liberal
Idealism
Campaign songs

The Logos and Lines of Obama


New Media Campaign Revolution


$8 million - Google,
Yahoo, Facebook, news
Web sites, & ad
networks
E-mail campaign
New Media Campaign Revolution


New Media Campaign Revolution




Spending on the Campaign


The Success



Raised nearly $200 million online, $2 million
per day.
Obama attracted more donors than the
entire Democratic or Republican party
nationwide.
Almost half of Obama's unprecedented $639
million came from small donors giving $300 or
less
The Marcom Team
David Axelrod, media
strategist. Founder of
Chicago-based AKP Media
David Plouffe, campaign
manager. Partner, AKP
Media
Robert Gibbs,
communications chief
Marketing Communication is the
essentially consumer Oriented

It communicates its way into the
consumer mind