Marketing Communications by Um9k2f4W

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									Marketing
Communications


    An Introduction



                      1
Marketing Communications
Defined

 The coordination and integration of all
  promotion tools and sources within an
  organization to maximize the impact on
  consumers and other end-users at minimal
  costs.




                                             2
   FIGURE                   1.4
 Components of Promotion




Product          Price              Promotion                 Distribution




  Advertising       Sales Promotions                  Personal Selling




   Database      Direct     Sponsorship    Internet       Public
   Marketing    Marketing    Marketing    Marketing      Relations
                                                                             3
    Factors Affecting the Value of IMC Programs

•   Development of information
    technology
                                               Toys and games,
•   Changes in channel power                        4.2%
                                           Apparel and gifts,    Other, 0.1%
•   Increase in competition (global             5.0%
                                                                          Tickets & travel,
    competitors)                            Books, 8.5%                        29.0%


•   Maturing markets                  CDs, music, and
                                       videos, 11.8%
•   Brand parity
•   Integration of information by      Household, 12.8%

    consumers                                                          Computers,
                                                                     electronics, and

•   Decline in effectiveness of                                      software, 28.7%


    mass media advertising



                                                                                   4
          EXHIBIT
    Shoe Advertisements


      •   Which advertisement attracts your attention the most?
      •   Which advertisement is the least appealing?
      •   How important is the brand name in each ad?
      •   What is the message of each individual advertisement?
      •   What makes each advertisement effective?
      •   What are the pros and cons of each advertisement?




Skechers (http://www.skechers.com)        Reebok (http://www.reebok.com)
New Balance (http://www.newbalance.com)   Asics (http://www.asicstiger.com)5
Communications Theory
 In order to understand marketing
  communications, one must not only
  understand marketing, but also understand
  some elements of communication theory.

 Communication defined - the process by
  which individuals share meaning.



                                              6
Information
 Information is what is exchanged in the
  communication process
 Information is described as a one-way process,
  whereas the communication process is regarded as
  two-way, a dialogue
 Why do we try and obtain information before making
  a purchase?
 A receiver-orientated view defines information as the
  “reduction of uncertainty” (Wersig 1974:73)




                                                          7
The Power of Information
 Certain communication initiatives are “better” at
  eliciting information – i.e, personal selling, and forms
  of direct marketing and direct response marketing
 Information is obtained through mutuality, sharing
  with other consumers – i.e., impact of word of mouth
  communications, and consumers knowledge and
  interactions.
 Information is key to influencing and determining
  consumer choice decisions.




                                                             8
What’s Happening?
 http://business.financialpost.com/2010/09/09/fp-marketing-will-sex-
   violence-and-science-fiction-help-sell-baby-carrots/




                                                                        9
Communication Process:
a linear model
                         Noise
  Sender
                                              Noise
            Encoding

                         Channel

                                   Decoding
    Noise                                     Receiver
              Feedback

                       Noise




                                                         10
FIGURE          1.2
Communication Noise in
 Television Advertising




                          11
Advertising Clutter                      Discussion Slide




• How many ads were you exposed to during the last
  24 hours from the following media?
      Television
      Radio
      Magazines
      Newspapers
      Billboards
      Internet Web sites
• How many ads can you recall from each of the above
  media?


                                                            12
Kelman’s model of Message
Source characteristics
 These characteristics influence what we see,
  what we choose to see and listen to.

     Source Credibility


     Source Attractiveness


     Source Power



                                                 13
Source credibility

 Refers to the extent that receivers perceive
  the source as able and willing to give an
  objective opinion.




                                                 14
Source attractiveness

 Occurs when the receiver identifies some
  type of relationship with the source and
  therefore adopts a similar position.




                                             15
Source power

 This is said to be present when the source of
  a message is able to reward or punish.




                                                  16
Any questions or comments?




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