Transcript Marketing Communications Defined

Marketing
Communications
An Introduction
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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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FIGURE
1.3
Components of Promotion
Product
Advertising
Database
Marketing
Price
Promotion
Sales Promotions
Direct
Marketing
Sponsorship
Marketing
Distribution
Personal Selling
Internet
Marketing
Public
Relations
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Example of Direct Marketing/Database
Marketing
Thank you for choosing MINI Laval as your service
professionals in the past.
We truly appreciate having you as part of the family.
Our records indicate that your vehicle has not been into
our service department in the past 9 months. If we can
be of any assistance, please contact our appointment
center at (450) 686-7272 or by email at
[email protected].
We will continue to do our best to meet your
expectations.
The MINI Laval Service Team
Ref:624/38166/WMWML33538TJ46384
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FIGURE
1.6
Factors Affecting the Value of IMC Programs
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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
Toys and games,
4.2%
Apparel and gifts,
5.0%
Books, 8.5%
Other, 0.1%
Tickets & travel,
29.0%
CDs, music, and
videos, 11.8%
Household, 12.8%
Computers,
electronics, and
software, 28.7%
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EXHIBIT
1.1
Shoe Advertisements
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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?
Skechers (http://www.skechers.com)
New Balance (http://www.newbalance.com)
Reebok (http://www.reebok.com)
Asics (http://www.asicstiger.com)6
What’s Happening!
http://www.youtube.com/watch?v=1e4X10hOh9o
http://www.youtube.com/watch?v=Fq2A6bi_sDE
http://www.youtube.com/watch?v=LHfCaawSS6g
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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.
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Communication Process:
a linear model
Noise
Sender
Noise
Encoding
Channel
Decoding
Noise
Feedback
Receiver
Noise
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FIGURE
1.2
Communication Noise in
Television Advertising
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Advertising Clutter
Discussion Slide
• How many ads were you exposed to during the last
24 hours from the following media?
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Television
Radio
Magazines
Newspapers
Billboards
Internet Web sites
• How many ads can you recall from each of the above
media?
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FIGURE
1.9
Viewer Activities During TV Commercials
• Positive Responses
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Ads have potential to be entertaining (45%)
Sit and watch ads (16%)
• Negative Responses
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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.
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Kelman’s model of Message
Source characteristics
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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