MARKETING COMMUNICATION
1. Marketing communication meaning
2. Marketing communication mix
3. Selected alternative forms in marketing communication
1. MARKETING COMMUNICATION (MC) MEANING
• Larger sense: all planned and unplanned communication in
all contacts between company and its present and potential
customers (the product package, brand perception, price,
advertising, staff behaviour, tradition of company, car fleet,
outlets, offices etc.)  Integrated Marketing Communication
• Narrow sense: marketing communication mix
• Marketing communication is an ever-changing field. New
theories, new techniques, cultural changes and technological
advances all combine to create a dynamic environment within
which marketers try to ensure that their messages get through
to their target audiences.
THREE STREAMS OF MC OBJECTIVES
SALES STREAM
• Sales volume
• Sales value
• ROI
• Market share
• Profitability
COMMUNICATION
STREAM
• Awareness
• Comprehension
• Perception
• Attitudes
CORPORATE
STREAM
• Performance
• Image
• Reputation
• Preferences
MARKETING COMMUNICATION (MC)
• MC involves answering the following questions:
• who is the target audience?
• what should be communicated and?
• how should it be communicated?
• „Marketing “ – a negative aspect of contemporary
MC!
• An average person living in a city 30 years ago saw
up to 2,000 ad messages a day, compared with up to
5,000 today.
• Advertising
• Sales promotion
• Personal selling
• Public relations (P.R.)
• Direct marketing
• Sponsorship
• On-line marketing communication
2. MARKETING COMMUNICATION MIX
BTL = BELOW THE LINE ATL = ABOVE THE LINE
IMC = INTEGRATED MARKETING COMMUNICATION
PUBLIC RELATIONS
DIRECT MARKETING
SALES PROMOTION
ADVERTISEMENT
TV, Press, Radio, Outdoor,
Internet, …
SPONSORSHIP, ON-LINE
MC
THE FACTORS INFLUENCING THE ELEMENTS OF MCM
• Product type (ordinary, special, luxury, long-term or short-term
consumption)
• Market character (B2C x B2B)
• Product life cycle (introduction, growth, saturation, decline)
• Company market position and its financial resources (large
x small company)
• Marketing communication strategy
MCM: ADVERTISING
Advertising
A paid insertion of a message in a medium.
It is aimed at the mass market. It is a
persuasive process by which the users of
products are sought through communication
media.
CREATIVE, SIMPLE, INTERESTING, GOOD APPEALS,
SUITABLE MEDIA x TARGET GROUP, THE LESS – THE
BETTER  SO EASY!
MCM: ADVERTISING
• Medial mix: TV, Press, Radio, Outdoor, Indoor, Cinema,
Internet
• Actual media: mobile phone, WoM, ambient media
Sales promotion
Activity designed to give a temporary
boost to sales, such as discounts, moneyoff
coupons, free samples, two-for-the
price-of one promotions, free gifts, piggybacking
with another product, lottery, multipacking,
events, roadshow, POP-UP
stores etc.
MCM: SALES PROMOTION
• TRADE PROMOTIONS – are those that help manufacturers gain support from
channel members.
• CONSUMER PROMOTIONS – are those that appeal to the consumers. In
recent years, the budget devoted to sales promotions has been steadily
increasing. This is because of the growing distribution power or retailers and
the rise of their private labels.
SALES PROMOTION: POP MATERIALS
• POP (Point of Purchase) is the set of promotional materials in
the place of purchase in order to increase the sale.
• About 85 % of all purchasing decisions take place directly
on place of purchase!!!
SALES PROMOTION: IN-STORE COMMUNICATION
• Merchandising or „5R“: right product, right place, right time,
right price, right presentation.
• Merchandising: Eye-level  80 cm – 2 m, at cash desks 
impulsive purchase, trade compatibility (cross promotion), to
place goods especially on the right  respect the clock-wise
rotation.
• Sensory marketing (smell, taste, touch, sense of sight,
sense of hearing)  the results are in happier customers
who remember your brand = emotional added value!
• In the short term we remember just 1% of what we touch,
2% of what we hear, 5% of what we see, 15% of what we
taste and 35% of what we smell.
MCM: PERSONAL SELLING
Personal selling
Face-to-face communications between
buyers and sellers designed to ascertain
and meet customer´s needs on a one-toone
basis. The importance of non-verbal
communication!
• Over 700 000 possible physical signals can be sent through
body movement alone.
• 60 to 75 % of all meaning is communicated non-verbally.
• Non-verbal communication is the primary means of forming
first impression (hallo effect).
Public relations
The long-term planned and sustained effort to
establish and maintain goodwill and mutual
understanding between an organisation and its
publics (press conference, annual reports, open
door day, social projects, ecological business,
press release, human relations, crisis
communications, publicity, lobbying, events etc.)
MCM: PUBLIC RELATIONS (PR)
• Internal  human relations (HR)  employees
• External customers, suppliers, competition, financial
institutions, media, local autonomy, professional corporations,
ecological associations, general public, …
• Corporate identity versus corporate image
• Corporate social responsibility
Direct marketing
An interactive system of marketing which uses one
or more advertising media to effect a measurable
response and/or transaction at any location. It is
aimed at the individuals (direct mail, telephone
marketing, commercial e-mails, catalogues,
customer clubs, unadressed shipment etc.)
MCM: DIRECT MARKETING (DM)
• Addressable media, individuals, interactive, effective, trackable
and measurable, can test offers, database marketing
• Irritation, invasion of privacy, expensive, low response rates,
lack of general brand awareness
Sponsorship Funding of cultural events, sporting events etc. In
exchange for publicity and prestige.
MCM: SPONSORSHIP
• The goal-directed financing of other subjects in order to create
and sustain goodwill (company image)  sth for sth = no
charity.
• Sports sponsorship, Cultural sponsorship, Sponsorship of
broadcasting, Ambush sponsorship!
• Sponsorship fit (match-up effect)!
SPONSORHIP: AMBUSH MARKETING
• Company tries to use marketing activities of its competitors for its own
advertising purposes without paying for it. It is not legal (unfair
competition).
https://www.youtube.com/results?search_query=ambush+marketing+examples
Britain's Linford Christie, the
defending Olympic 100-meter
champion, displays the latest in
sponsorship logos, Puma
contact lenses, at a news
conference in Atlanta,
Thursday July 25, 1996.
On-line marketing
communication
Web company presentation, social networks etc.
MCM: ONLINE MARKETING COMMUNICATIONS
• SEO (Search Engine Optimization)
• SEM (Search Engine Marketing)
• PPC ads (Pay per Click)
• Affiliate Marketing
• Microsite Marketing
• Social Marketing – social media
• Advergaming, in-game advertising
• Communication on-line: e-mail, direct
mailing, newslettering.
Guerrilla marketing
Viral marketing
Digital marketing
Social media
Mobile marketing
Astroturfing Content marketing
WoM
Product placement
Sensation marketing
Ambush marketing
Ambient marketing
And others …
Mosquito marketing
Environmental marketing
Experiental marketing
Affiliate marketing
Green marketing
In-game marketing
4. ALTERNATIVE FORMS IN MC
GUERRILLA MARKETING
„ It is a body of unconventional ways of pursuing
conventional goals. It is a proven method of achieving
profits with minimum money.“ (Jay Conrad Levinson, 1984)
• minimum MAXIMUM (small firms)
• unexpected, original, surprising
• shocking, drastic, extravagant, controversial
• humorous with a hint of arrogance
• short-term, inexpensive with good will
• illegal, unethical
• aggressive against competitors and consumers
• the use of new IT
• investment is energy, time and creativity
GUERILLA MARKETING: AMBIENT MEDIA
Pump-Top TV, ATM machines, exercise equipment, streets, coffee cups,
shopping bags, grocery cart advertising, sky promotions, …
GUERRILLA MARKETING: SENSATION MARKETING
• Desigual in the Czech Republic, Prague: ,,Come undressed,
get dressed", 2011.
• 100 first visitors came into the store only in their underwear,
and could choose two pieces of clothes for free.
• Other participants (from 101) had a 50% discount on the
products.
„Sensation marketing – Guerrilla marketing in ball gowns.“
GUERRILLA MARKETING: WILD POSTING
„It is graffiti, but legal.“ (Christian, 2009).
VIRAL MARKETING
• Viral marketing and viral advertising refer to marketing techniques
that use pre-existing social networks to produce increases in
brand awareness, through self-replicating viral processes.
• Advantages: low costs, quick spread of information, high
effectivity of targeting.
• Disadvantages: loss of information control which are spread
among people, spam (legislation!)
• Viral marketing may take the form of video clips, interactive flash
games, advergames, ebooks, images, text messages, email
messages, or web pages.
• Flashmob!!!
• Samsung Galaxy S4
• Pepsi Max
PRODUCT PLACEMENT (PP)
• Product placement advertisements are promotional ads
placed by marketers using real commercial products and
services in media, where the presence of a particular brand is
the result of an economic exchange.
• Product placement appears in plays, film, television series, music
videos, video games and books.
• PP X hidden advertising (strict legal rules differ in various
countries)!
• Reverser PP (e.g. Bubba Gump Shrimp Co.)
• One of the best-known instances of product placement appeared
in 1982 movie E.T. the Extra-Terrestrial, which increased sales of
Reese's Pieces 80 percent.
PP: IN-GAME ADVERTISING
• In-game advertising - a brand or product is inserted into games
that have not been created to promote them.
• In-game advertising - great potential - the growth of digital games
popularity, creative tool, emotions, player participation.
PP: IN-GAME ADVERTISING
• Second life – virtual city, life,
friends, …