Transcript The Traditional Communication Model: One-to

Old and New Media:
From One-to-Many
to Many-to-Many
Chapter Twelve
Chapter Objectives
 Understand the communication process


and the traditional promotion mix
Understand how marketers communicate
using an updated communication model
that incorporates buzz marketing
activities and new social media
Describe the steps in traditional and
multichannel promotional planning
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The Traditional Communication
Model: One-to-Many
 Promotion:
The coordination of marketing
communication efforts to influence
attitudes or behavior
 Marketing communications purpose:
• Inform
• Remind
• Persuade
• Build relationships
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The Traditional Communication
Model: One-to-Many
 IMC or Integrated marketing
communication:
Process that marketers use to plan,
develop, execute, and evaluate
coordinated, measurable, persuasive
brand communication programs over
time to targeted audiences
See the ad gallery at Beach’n Billboard
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Figure 12.1
Three Models of Marketing
Communication
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Figure 12.2
Communication Model
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Marketing Sources
Marketers often choose
celebrity endorsers as
sources to make their
messages more
believable or their
products more attractive
to the buyers
Q Scores can be helpful
in selecting the right
endorser
Visit QScores.com
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Marketing Message
This Italian candy ad
vividly communicates
the product’s caffeine
content through the
choice of nonverbal
stimuli – in this case, the
wide-eyed, wired rabbit.
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Figure 12.2
Communication Model
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Decoding
For effective decoding to
occur, the source and the
receiver must share a
mutual frame of
reference.
In this ad, the receiver
needs to understand the
meaning of the “white
flag” in order for the
message to make sense
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Figure 12.3
Control Continuum
The promotion mix includes the major
communication elements that the
marketer controls
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Table 12.1
A Comparison of Elements of the
Traditional Promotional Mix
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Mass Communication

Advertising:
Nonpersonal
communication from
an identified sponsor
using mass media
• Advantages
• Disadvantages
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Mass Communication

Sales promotion:
Contests, coupons, and other incentives
designed to build interest or encourage
product purchase during a specified period
• Advantages
• Disadvantages
Visit Coupons.com
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Mass Communication

Public relations:
Communication activities that create or
maintain a positive image of a firm and its
products
• Advantages
• Disadvantages
Visit Businesswire.com
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Personal Communication


Personal selling:
Direct interaction between a company
representative and a customer
• Advantages
• Disadvantages
Direct marketing:
Efforts to gain a direct response from
individual consumers
• Advantages
• Disadvantages
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The Updated Communication
Model: Many-to-Many




Groundswell
A social trend in which people use
technology to get the things they need from
each other, rather than from traditional
institutions such as corporations
The many-to-many communication model
relies on consumers talking to one another
Buzz marketing is key
Word of Mouth
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Buzz Marketing-1
 Buzz:
• Word-of-mouth communication that
customers view as authentic
 Buzz activities have many names
 Technology has magnified the
importance of buzz
Word-of-mouth-marketing association
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Buzz Marketing-2
 Viral marketing:
• Marketing activities that aim to increase
brand awareness or sales by
consumers passing a message along to
other consumers
SubservientChicken.com
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Buzz Marketing-3
 Brand ambassadors and evangelists:
• Loyal customers of a brand recruited to
communicate and be salespeople with
other consumers for a brand they care a
great deal about
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Ethical Problems in Buzz
Marketing
 Activities designed to deceive
consumers
 Buzz marketing targeted a kids or teens
 Buzz marketing that damages property
 Stealth marketing activities that
deliberately deceive or lie on behalf of
clients
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New Social Media-1
 Social media
Internet-based platforms that allow
users to create their own content and
share it with others who access these
sites
• An important part of the Updated
communication model
• Takes many forms
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New Social Media-2
 Social networking sites connect people
with similar people based on profiles
 Key social networking sites
• Facebook
• Twitter
What brands
do you like
to follow?
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New Social Media-3
 Product review sites
Social media sites that enable people to
post stories about their experiences
with products and services
• Marketers seek to create a connection
between consumers and the brand
• Both positive and negative information
is available
Angie’s List
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New Social Media-4
 Mobile apps and geospatial platforms
Digital applications that integrate
sophisticated GPS technology to
enable users to alert friends of their
exact whereabouts via their mobile
phones
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Who do you Trust?
Which do you trust more . . . online reviews
provided by consumers or those provided
by professional reviewers? (Yelp, FB, etc)
Are you as likely to believe online consumer
reviews now as you were in the past?
Will online consumer reviews continue to
aid marketers, or will their influence decline
in the future? Where do you stand?
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Figure 12.4
Steps to Develop the Promotional
Plan
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Figure 12.5
The Hierarchy of Effects
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Hierarchy of Effects
The ad at left
seeks to create
awareness
while the ad at
right attempts
to build brand
loyalty.
Are the ads
successful at
accomplishing
the stated
goals?
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Multichannel Promotional
Strategies
 Multichannel promotional strategies:
• Combine traditional mass media with
online buzz building activities
• Offer important benefits:
Boost
effectiveness of using either
online or offline strategies alone
Strengthen brand awareness
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