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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.
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F I G U R E 1 . 4Components of Promotion
Product Price Promotion Distribution
Advertising Sales Promotions Personal Selling
DatabaseMarketing
DirectMarketing
SponsorshipMarketing
InternetMarketing
PublicRelations
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• Development of information technology
• Changes in channel power• Increase in competition (global
competitors)• Maturing markets• Brand parity• Integration of information by
consumers• Decline in effectiveness of
mass media advertising
Tickets & travel, 29.0%
Computers, electronics, and software, 28.7%
Household, 12.8%
CDs, music, and videos, 11.8%
Books, 8.5%
Apparel and gifts, 5.0%
Toys and games, 4.2%
Other, 0.1%
Factors Affecting the Value of IMC Programs
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• 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?
E X H I B I T
Shoe Advertisements
Skechers (http://www.skechers.com)
New Balance (http://www.newbalance.com)
Reebok (http://www.reebok.com)
Asics (http://www.asicstiger.com)
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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.
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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)
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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.
What’s Happening?
http://business.financialpost.com/2010/09/09/fp-marketing-will-sex-violence-and-science-fiction-help-sell-baby-carrots/
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Communication Process:a linear model
Sender
Encoding
Channel
Decoding
ReceiverNoise
Noise
Noise
Noise
Feedback
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Advertising Clutter
• 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?
Discussion Slide
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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
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Source credibility
Refers to the extent that receivers perceive the source as able and willing to give an objective opinion.
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Source attractiveness
Occurs when the receiver identifies some type of relationship with the source and therefore adopts a similar position.
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Source power
This is said to be present when the source of a message is able to reward or punish.
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