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Integrated Marketing Communication
Internal Evaluation
10 marks Group presentations10 marks Assignment
10 marks Test
10 marks Attendance
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Marketing Communication
Lecture 1
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Todays Communication Paradox
More = Less
MORE COMMUNICATION OPTIONS
Internet, email, voicemail, telephone, fax,
pagers, cell phones, and the next generation
of devices (phones with digital cameras, etc)
Leave us LESS TIME and ATTENTION to
attend to the truly important information;
and therefore, hinder communication !
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The Communication Process
y An information sourcey Encodingy From source
y A message channel
y Who or what media conveys messagey Decodingy Interpretation by receiver
y Receivery Consumer action taken by receivers
y
Feedbacky Effectiveness of messagey Noisey Uncontrollable and unpredictable influences
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Marketing Communication Flow
Marketing Communication
External Internal
Target Audience
Customer
Channel -
Members
Companies
Govt.- agenciesPrivate-
agencies
Company
Department
Employees
Stock -holders
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AIDA model
Cognitive Stage
A - Attention (Awareness): attract
the attention of the customer.
Affective Stage I - Interest: raise customerinterest by demonstratingfeatures, advantages, and
benefits.
Affective Stage D - Desire: convince customersthat they want and desire theproduct or service and that it will
satisfy their needs.Behavioral stage A - Action: lead customers
towards taking action and/orpurchasing.
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Hierarchy of effects Model
Stages
Cognitive Stage Awareness
Knowledge
Affective Stage Liking
Preference
Conviction
Behavioral Stage Purchase
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Other ModelsStages Innovation Adoption
modelInformationProcessing Model
Cognitive Awareness Presentation
Attention
Comprehension
Affective Interest
Evaluation
Yielding
Retention
Behavioral Trial
Adoption
Behavior
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FCB Model
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Developing Effective Communication
Step 1: Identifying the Target Audience
Affects decisions related to what, how, when, and
where message will be said,
as well as who will say it
Step 2: Determining Communication
Objectives
Six buyer readiness stages
Awareness---Knowledge---Initial Interest---Preference---
Conviction----Purchase
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Developing Effective Communication
Step 3: Designing a Message
AIDA framework guides message design
Message content contains appeals or themes designed
to produce desired results
Rational appeals
Emotional appeals
Love, pride, joy, humor, fear, guilt, shame
Moral appeals
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Developing Effective Communication
Step 4: Choosing Media
Personal communication channels
Includes face-to-face, phone, mail, and Internet chat
communications Word-of-mouth influence is often critical
Buzz marketing cultivates opinion leaders
Non personal communication channels
Includes media, atmosphere, and events
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Developing Effective Communication
Step 5: Selecting the Message Source
Highly credible sources are more persuasive
A poor spokesperson can tarnish a brand
Step 6: Collecting Feedback
Recognition, recall, and behavioral measures are
assessed
May suggest changes in product/promotion
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Integrated Marketing Communication tools (IMC)
IMC consists of:The Marketing Communications Mix. Advertising (above and below the line). Sales Promotion.
Personal Selling. Public Relations (and publicity). Direct Marketing. Trade Fairs and Exhibitions. Sponsorship. Packaging. Merchandising (and point-of-sale). E-Marketing (and Internet promotions). Brands.
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IMC process ModelBrand Messages
Communicated by advertising, sales
promotion, direct mktg.
customer service etc.
Customers & Brand Experience
Strong Brand Relationships
Increased sales, Customers
& Equity
Weak Brand
Relationships Lose
customers
Evaluating &
planning
One way & two
way media
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Marketing communications that work
Only promise what you can deliver
Ensure staff buy into the message and believe in it
Focus on differential advantages what you do best
Focus on what the stakeholder actually wants
not what you want Recognise what the marketing function needs to do
in the current market climate
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Thank you