BMKT 508-2015 Week

BYDR UNVAN ATAS

COMMUNICATION THEORIESWEEK 1

OBJECTIVES

• Define and understand the role of marketing communications

• Understand the communications model & the role of Mar Comm. within the communication models

• Describe the relationship between marketing & marketing communication

• Outline promotion mix elements

WHAT IS COMMUNICATION?

Engel et al. (1994) define the concept as:

transactional process between two or more parties whereby meaning is exchanged through the intentional use of signs and

symbols.

SHANNON & WEAVER’S MODEL OF COMM.

THE NATURE OF COMMUNICATION

A Basic Model of the Communication Process by Schramm (1954,1971)

WHAT DO YOU THINK?

FORMS OF ENCODING

GraphicVerbal Musical Animation

Encoding: The process of creating “intended” meaning in a message

SOURCE ENCODING USING A CELEBRITY

Sometimes marketers use position strategy in which cultural symbols are used to differentiate brands.

COMMUNICATION CHANNELS

PersonalChannels

Personal Selling

Word of Mouth

Nonpersonal Channels

Print Media

Broadcast Media

RECEIVER: DECODING

Is the process of converting a message into meaning.

Is highly influenced by “field of experience”; such as experiences, perceptions, attitudes, and values.

For an effective communication: the receiver must understand & correctly interprets what the sender is intended to convey as a message.

NOISE IN THE COMMUNICATIONS PROCESS

What type of noises might occur while you are watching a football match?

COMMUNICATION LOOPS CAN OCCUR

Recognises the two-way nature of communications from senders & receivers and the issues of message encoding, feedback and ‘noise’. During this processes, the below issues particularly occur;

1. in message creation;2. the elements which made up the message;3. The way in which messages are

interpreted by the receivers4. The ‘areas’ where messages are

misinterpreted, henceforth creates different meaning from person to person.

LASSWELL’ S COMM. MODEL

SUCCESSFUL COMMUNICATION

Receive feedback

Select an appropriate source

Develop a properly encoded message

Select appropriate channel for target audience

THE MODERN WORLD OF MARKETING

Rapidly changing media environmentMass media losing viewers, readers, listeners

Digital media targets narrow audience

Consumers not content to be passive message recipients

Information now obtained from a myriad of sources

THE ROLE OF MARKETING COMMUNICATIONS WITHIN

MARKETING

Within the Marketing Mix, we call the communication elements that marketers controls either Promotion Mix or Marketing Communications.

FOR EX: FACEBOOK CHANGES COMMUNICATIONS

Brands can now communicate with consumers through: Likes, Groups, Pages

HOW MANY CAN YOU ANSWER?

• ‘Have a break, have a _________’• Name one or more products for

which Lewis Hamilton is a spokesperson.

• Which bank is the world’s local bank?

• Which brand makes you say ‘Because I’m worth it’?

• Just Do It!• The best a man can get• It gives You Wings

SO WHAT IS MARKETING COMMUNICATIONS

MARKETING COMMUNICATIONS MEANS

It can simply be described as being every form of communication relevant to marketing.

OR, it is a systematic methodology aimed at creating a niche for a particular product or service in the market through various modes of communication to reach the end user.

PURPOSES OF MARKETING COMMUNICATIONS

Inform

Remind

Persuade

Build Relationship

COMPONENTS OF MARKETING COMMS.

1. Branding2. Segmentation, Targeting

& Positioning3. Promotional Mix

INSTRUMENTS OF THE MARKETING MIX

In addition to traditional ones, newer types of Communication Tactics are also added:

Word-of-Mouth Marketing, Buzz Marketing, Viral Marketing Guerrilla MarketingSocial Media/Digital Marketing.

CONT.

CHARACTERISTICS OF AN IMC PROGRAM

• Creates a single unified voice• Begins with the customer• Seeks to develop relationships• Involves 2-way communication• Focuses on stakeholders• Generates a continuous stream of

communication• Measures results based on actual

feedback

11-25

Possible objectives are;create awarenesscreate desireencourage trialbuild loyalty

11-26

ESTABLISH PROMOTION OBJECTIVES

Solomon, Marshall, Stuart, Barnes and Mitchell Marketing: Real People, Real Decisions 1st European Edition, © Pearson Education Ltd 2009

THE AMOUNT OF CONTROL OVER THE MESSAGES THAT CONSUMERS RECEIVE.

Barriers to integrated communications

TO SUM UP:A GOOD WAY TO UNDERSTAND MAR COMMS:

Solomon, Marshall, Stuart, Barnes and Mitchell Marketing: Real People, Real Decisions 1st European Edition, © Pearson Education Ltd 2009

THANK YOU FOR LISTENING