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Marketing Communication theory module handbook
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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