Marketing communication: principles and practice

C O M M U N I C A T I O N S T R A T E G I E S A N D O B J E C T I V E S
297
BOX 15.3
THE CORPORATE WEBSITE AS AN INFORMATION
RESOURCE
Siemens reorganized their UK website around industry categories rather than internal
company divisions. This facilitates customer browsing through appropriate industry-
related pages and the use of the search function to find Siemens’ products appropriate
for solving their problems. Requests can be sent via e-mail for sales meetings and
product literature.
BOX 15.4
COMMENT: ON CRAFTY SELLING MESSAGES
Much that is offered to us is intended to whet our appetite. Even if we aren’t aware of
feeling hungry, we are encouraged to eat, so that we will discover a hunger we didn’t
know we had. We are offered free samples for this reason. From our point of view,
however, a free sample may simply be received as a gift!

---

C O M M U N I C A T I O N S T R A T E G I E S A N D O B J E C T I V E S
298
Category need
Connect the product category to audience values
Brand awareness
Create recall of the brand name or recognition of the
product
Brand attitude
Enhance the liking of the brand so that it is preferred
over others
Brand purchase 
Encourage people to instruct themselves to buy
intention
Purchase facilitation
Answer questions such as ‘how much does it cost?’,
‘which shops stock it?’, and ‘how can I pay for it?’
Figure 15.8
The objectives of advertising: a summary
Source
: Rossiter and Percy, 1997
Table 15.2
Planned evolution of communication strategy
Objective
Introduction
Growth
Maturity
Decline
Marketing 
Help early 
Gain market 
Strengthen 
Maintain 
objectives
adopters to try 
share of X per 
market share 
dominant 
the product
cent and 
and build
market position
establish 
customer
and consider 
distribution 
and loyalty
brand 
system
extensions
Communication Create awareness. Create and 
Increase 
Minimum 
objectives
Create interest 
strengthen 
frequency of 
promotion 
and desire 
brand 
use and 
while retaining
among innovators preference by 
connect with 
brand values 
intermediaries 
possible new 
and create 
and end-users.
uses
specialist niche
Encourage 
wider trial and 
use
Communication Publicity.
Advertising.
Advertising.
Reduced media
strategy 
Personal selling.
Personal selling.
Dealer
expenditure, 
(prioritized use Advertising.
Sales promotions.
promotions.
with sales 
of tools)
Launch offers
Publicity
Sales 
promotions
promotions.
Publicity
Source
: Based on Smith 
et al
., 1997

---