Direct advertising and other forms

Direct advertising and other formscommunication
 Marketing
Patrick Hetzel


 Terms of themes covered
1. Direct advertising2. Advertising the event3. Public relations4. The implementation of communication strategy: standardization or adaptation?5. Some unique issues:• Crises• Rumors• Boycotts

1.
Direct advertising
This technique individualized and personalized communication in contrast to media advertising is a technique for mass communication.• For some sectors it now represents 50% of advertising investments.

To set the direct advertising, let's talk about direct marketing:
• This is an interactive marketing using one or more media to obtain a measurable response anywhere, from, if any, to purchase.• Direct marketing has developed, among others, with the interest in relationship marketing (also often called the "one to one") which, unlike the transactional marketing, favors the establishment of a lasting relationship between the firm and its client in order to retain it.

Successful direct marketing depends on the following (1):
• A good product and good service (basic requirement of any marketing approach).• The right media (direct mail or mass media).• Good supply (quality and attractiveness of the offer are essential to the success of direct marketing).


Successful direct marketing depends on the following items (2):
 • The right message and the good creation.• Good tests (pre-test and measuring the effectiveness of actions are habits that all direct marketing manager must acquire).• Good analysis (good interpretation of the figures).

 The difference between direct marketing and direct mail
• Direct advertising is not affected by the product definition, nor that of supply.• It is a communication technique that allows individual to customize the message to individuals and organizations targeted. Direct advertising has objectives that may be specific and requires special tools (mailing lists for example).

The objectives of direct advertising (1):
 • It enhances a reputation score for a brand or product, to modify an image or simply to transmit information to the target consumer.• It can be a technical support another action marketing (promotion price for example), a special commercial offer (sampling, an invitation to test for an open house, etc..

The objectives of direct advertising (2):
• It helps build customer loyalty.• It can be a technical support of the action and the work of the sales of the company.• It creates traffic around the brand.

The file, the basic tool of direct
• To customize the communication business / consumer, you must know the individual consumer and contact information to transmit the appropriate message.• There are two types of files:. Client files.
     . Files prospects.

A customer file contains two categories of information:
• The identification of the customer: the traditional socio-demographic criteria for the consumer, descriptive criteria for B. to B.• Description of all commercial and non commercial relations between the consumer and the company.. Number of purchases.
            . Date of purchase.
            . Frequency of purchases.
            . Purchase amounts.
            . Amount of the average purchase.. Response to commercial solicitations type promotion on prices or sales, seasonal purchases, etc..

Files prospects
• Usually they are purchased. This practice is already very old in B. to B. and more recently in B. to C.• Now companies (such as Consodata France) files have 10 million people with up to 500 consumer behavior reported address.

 Capabilities of the media in direct marketing (1)
+ + +
-
Television
+ +
-
Periodical Press
+
-
Daily Press
-
+
Prospectus Street
+
+
Prospectus mailbox
+ + +
+ +
Mailing prospect
---
+ + +
Mailing customer
Make up addresses
Customizing communication
Goal

Capabilities of the media in direct marketing (2)
+
-
Inserts carried
+ +
+ + +
Internet
---
+ +
Minitel
-
+ + +
Phone
---
-
Display
---
-
Cinema
+
-
Radio
Make up addresses
Customizing communication
Goal

For classification of direct advertising media
• Media to promote an offer:. The mailing.. The prospectus.. The phone.. The fax.. The Internet.. Television.. The press.• Media to collect addresses:. Television.. The press.. The radio.. The Internet.

2.
Advertising the event
• It is a generic name given to the sponsorship, patronage, sponsorship and any technique based on the use of any event.

The main event categories used by businesses
• Sport.• Culture.• Television programs.• The video-clips, films and TV movies.• The environment.• The social causes.• Scientific research.

Definitions
• Sponsoring an action called by advertising the event to commercial connotation, the effect is expected in the short term, this implies a conspicuous presence on the event and its media operations.• Sponsorship of an action qualifies advertising an event-oriented image enhancement, the effect is expected in the medium (or long term), this implies a discreet presence on the event and its media operations.• Sponsorship qualifies sponsorship of television programs (CFER strategies distributors in France).

The objectives of these ads by the event
• Sponsorship television essentially allows to develop the level of brand awareness but can also improve the image.• Sponsorship contributes greatly to improving the reputation of the seller, especially when the event has a strong impact with the target of communication.• Sponsorship is mainly chosen to work the image of a product or company, the goal is often short term and requires a sustained commitment of the advertiser in the art.

3.
Public relations (1)
• Public relations is a communication technique based on the principle of the multipliers.
Transmitter
Initial message
Information outlets
Message rebroadcast
Final receiver

Public relations (2)
• The final receiver often attributed the origin of the message to relay information that will be apparent from real sources. This has several advantages:. The message is given credibility.. Relays rebroadcast by word of mouth but also the media.. Using the media is free.

 Public relations (3)
• However, the risk is important because we do not control the dissemination and flow of information.• An example of optimal use of public relations: the world of fashion (including the use of parades ...).

The main targets of the communication by public relations are:
• Public authorities and institutions.• The socio-economic or socio-cultural (clergy, unions, medical ...).• The stock market, the financial community, shareholders.• The consumer associations.• Unions and professional associations.• The suppliers, competitors and distributors.• Buyers and consumers.• The non-buyers and non-users.• The mainstream media and professionals.

Each target its specific ...
• The welcome booklet.• The newspaper business.• The annual report.• The press release.• The press kit.• The data sheet.• Press conferences and press trips.• The open houses.• Seminars, conferences and briefings.• Cocktails and receptions.• The press book.

4.
The implementation of communication strategy: standardization or adaptation?
• Adaptation of international communication strategy is to create and implement a specific strategy for each national market targeted. This adaptation is possible even when the rest of the marketing is standardized.• Standardization of international communication is the creation and use of a single strategy for all markets targeted, without any difference that the slogans of appropriate translation and editorial.

A fact quite nuanced and mixed ...
• Globalization is a worldwide standardization (and allows economies of scale)• The standardization. "Geographic area on a uniform";. "Adapted", ie who received minor adaptations by country. "Abroad" for all the target countries overseas, except the country of origin;. "Communication standard position" uses the same axis and the same position on all advertising targeted countries but creative advertising is appropriate.

Why standardize communication?
• The reasons outside the company.. Universality of certain needs and certain products.. Strong internationalization behaviors and values.. Evolution of the media audience (more than international convergence).. Universality of good ideas in marketing and communication.

Why standardize communication?
• The reasons internal to the company.. Uniform global image, which allows to exploit the synergy between markets.. Economies of scale: buying, production, design, trade mark protection.. Reinvestment of savings in the creation to make it more efficient.. Scarcity of good ideas in marketing and communication.

The dangers of standardization
• Hazards outside the company.. Differences in legislation from one country to another.. Constraints specific to each media market.. Differences in consumption motivations of the same product.. Risk of making cultural mistakes in one of the targeted countries.

The dangers of standardization
• Hazards within the company.. Marketing constraints.. Risk of demotivating local teams whose role is limited to the execution.. Low risk of creativity to try to please everyone and not make any mistakes sociocultural.

5.
Some issues unique
• When an unexpected event occurs, the company needs to know to set up a crisis communication.. Perrier.. Coca-Cola.. Total: a crisis of communication ...

Some issues unique
• Normally companies seek to control the flow of information about them, but this control is never absolute. It happens that such rumors are growing ...

Some issues unique
• The actors who are in the business environment made more often comparisons between the rhetoric of the company (its "know-how") and his actions. When deviations are observed or perceived, the penalties are common because consumers have realized that they had a formidable weapon: the boycott.

Some issues unique
• Communication is working on perceptions. It should distinguish between three levels of corporate image:. The desired image.. The image displayed.. The perceived image.

Conclusion
• Communication marketing is partly carried out internally within the company, but do not neglect the role of an external partner often ignored:. The communication agency (in France, there is also a specific occupational groups: AACC, as there is a body responsible for defending the interests of major advertisers: the UDA).