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Marketing Communications

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... understand marketing, but also understand some elements of communication theory. ... Information is what is exchanged in the communication process ... – PowerPoint PPT presentation

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Title: Marketing Communications


1
Marketing Communications
  • An Introduction

2
Whats Happening?
3
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.

4
Components of Promotion
F I G U R E 1 . 3
Product
Price
Promotion
Distribution
Advertising
Sales Promotions
Personal Selling
Database Marketing
Direct Marketing
Sponsorship Marketing
Internet Marketing
Public Relations
5
F I G U R E 1 . 6
Factors Affecting the Value of IMC Programs
  • 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

6
E X H I B I T 1 . 1
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)
7
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.

8
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 197473)

9
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 through mutuality, sharing with
    participants i.e., impact of word of mouth
    communications, and consumers knowledge and
    interactions.
  • Information is key to influencing and determining
    consumer choice decisions.

10
Communication Processa linear model
Noise
Sender
Noise
Encoding
Channel
Decoding
Noise
Receiver
Feedback
Noise
11
F I G U R E 1 . 2
Communication Noise in Television Advertising
12
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?

13
F I G U R E 1 . 9
Viewer Activities During TV Commercials
  • Positive Responses
  • Ads have potential to be entertaining (45)
  • Sit and watch ads (16)
  • Negative Responses
  • Get up and do something else (54)
  • Get annoyed (52)
  • Switch channels (40)
  • Talk to others in the room (34)
  • Turn down the sound on the TV (19)
  • Read (11)
  • Use the computer (5)

Source Jennifer Lach, Commercial Overload,
American Demographics, (September 1999), Vol..
21, No. 9, p. 20.
14
Kelmans model of Message Source characteristics
  • Source Credibility
  • Source Attractiveness
  • Source Power

15
Source credibility
  • Refers to the extent that receivers perceive the
    source as able and willing to give an objective
    opinion.

16
Source attractiveness
  • Occurs when the receiver identifies some type of
    relationship with the source and therefore adopts
    a similar position.

17
Source power
  • This is said to be present when the source of a
    message is able to reward or punish.
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