Slide 1.
Part 1
Introduction
to marketing
communications
Chapter 1
Introducing marketing
communications
Fill & Turnbull, Marketing Communications: discovery, creation and conversations, 7e © Pearson Education Limited 2016
Slide 1.2
CASE STUDY:
SENSODYNE PRONAMEL
• Pronamel® Products
Fill & Turnbull, Marketing Communications: discovery, creation and conversations, 7e © Pearson Education Limited 2016
Slide 1.3
Figure 1.1 The Structure of the Sensodyne Pronamel Campaign
Fill & Turnbull, Marketing Communications: discovery, creation and conversations, 7e © Pearson Education Limited 2016
Slide 1.4
Figure 1.2 A spectrum of marketing exchanges
Collaborative exchanges form the basis of the ideas represented in
relationship marketing. However, it is important to note that short-term
relationships are also quite common and a necessary dimension of
organizational exchange.
Fill & Turnbull, Marketing Communications: discovery, creation and conversations, 7e © Pearson Education Limited 2016
Slide 1.5
Figure 1.3 The scope of marketing communications
Source: From Redefining the nature and format of the marketing communications mix, The Marketing Review, 7 (1), 45-57 (Hughes, G. and Fill, C. 2007), reproduced by
permission of Westburn Publishers Ltd.
Planned marketing communications: promotion,
Product-experience based communications: experienced by audiences relating to their from
using products
Service experience-based communications: experienced by audiences relating to the
consumption of services
Unplanned or unintended marketing communications: empty stock-shelves or accidents
Fill & Turnbull, Marketing Communications: discovery, creation and conversations, 7e © Pearson Education Limited 2016
Slide 1.6
Figure 1.4 The two key drivers of engagement
Source: From Essentials of Marketing Communications, Pearson Education (Fill, C. 2011) figure 1.3, p. 10, reproduced by permission of Pearson Education Ltd.
Thinking and feeling orientation: a combination of both cognitive thoughts and
emotional feelings about a brand
Behavioral or brand response: goal is to encourage particular audience
behaviors
Fill & Turnbull, Marketing Communications: discovery, creation and conversations, 7e © Pearson Education Limited 2016
Slide 1.7
Table 1.1 DRIP elements of marketing communications
The communications process not only supports the transaction, by
informing, persuading, reinforcing or differentiating, but also offers a
means of exchange itself, for example communications for
entertainment, for potential solutions and concepts for education and
self-esteem. Communications involve intangible benefits, such as the
psychological satisfactions associated with, for example, the
entertainment associated with engaging and enjoying advertisements or
the experiences within a sponsored part of a social network.
Fill & Turnbull, Marketing Communications: discovery, creation and conversations, 7e © Pearson Education Limited 2016
Slide 1.8
Table 1.2 The developing orientation of marketing communications
The table depicts some of the main orientations through which marketing
communications has evolved. The origin of many definitions rests with a
promotional outlook where the purpose was to use communications to persuade
people to buy products and services. The focus was on products, one-way
communications, and the perspective was short-term. The expression ‘marketing
communications’ emerged with as a wider range of tools and media evolved and
as the scope of the tasks these communications activities were expected to
accomplish expanded.
Fill & Turnbull, Marketing Communications: discovery, creation and conversations, 7e © Pearson Education Limited 2016
Slide 1.9
Figure 1.5 The environmental forces that shape marketing communications
The management of marketing communications is a complex and highly
uncertain activity. This is due in part to the nature of the marketing
communications variables, including the influence of the environment. The
environment can be considered in many different ways, but for the purpose of
this opening chapter, three categories are considered: the internal, external
and market environments.
Fill & Turnbull, Marketing Communications: discovery, creation and conversations, 7e © Pearson Education Limited 2016
Slide 1.10
Figure 1.6 The marketing communications mix
The marketing communications mix which is at the core of three overlapping
elements: tools, media and content. The dashed lines serve to illustrate the varying
degree of integration and coordination between the three elements. The wider the
circle, the higher the level of integration and the more effective the marketing
communications mix.
Fill & Turnbull, Marketing Communications: discovery, creation and conversations, 7e © Pearson Education Limited 2016
Slide 1.11
Exhibit 1.5 Traditional and emotional advertising used by DFS
(a) A traditional DFS ad where price, functionality and style are predominant;
(b) represents a more emotional approach to advertising.
Source: Blue Rubicon Ltd.
Fill & Turnbull, Marketing Communications: discovery, creation and conversations, 7e © Pearson Education Limited 2016
Slide 1.12
Table 1.3 Differences between consumer and business-to-business marketing
Fill & Turnbull, Marketing Communications: discovery, creation and conversations, 7e © Pearson Education Limited 2016
