Transcript Marketing Communications

Lecture 7
Lecture Notes in
Marketing
RCBC Campus
August, 2006
Prof. Mundy Gonzalez
Managing Integrated
Marketing Communications
RCBC Campus
August 21, 2004
Prof. Mundy Gonzalez
De La Salle University
Professional Schools, Inc
Kotler on
Marketing
Integrated marketing
communications is a
way of looking at the
whole marketing
process from the
viewpoint of the
customer.
MEANS OF
COMMUNICATION IN
MARKETING






Advertising
Sales Promotions
Public Relations
Publicity
Personal Selling
Direct and Interactive
Marketing
MODES OF COMMUNICATIONS
1. Advertising – non-personal
presentation; identified sponsor.
2. Sales Promotion – giving incentives to
encourage purchase or sales.
3. Publicity – non-personal stimulation of
demand; not (explicitly) paid by an identified
sponsor
MODES OF
COMMUNICATIONS (cont.)
4. Personal
Selling
Face-to-face interaction with
prospects; to make presentations,
answer questions, and procure
orders.
5. Direct
Marketing
Communicate directly with specific
Prospects to solicit response through
mail, fax, e-mail, or Internet
Common Communication
Platforms
Advertising
Sales
Promotion
Public
Relations
Personal
Selling
Direct
Marketing
Print and
broadcast
ads
Contests,
games,
sweepstakes,
lotteries
Press kits
Sales
presentation
Catalogs
Packagingouter
Premiums
and gifts
Speeches
Sales
meetings
Mailings
Packaging
inserts
Sampling
Seminars
Incentive
programs
Telemarketin
g
Motion
pictures
Fairs and
trade shows
Annual
reports
Samples
Electronic
shopping
See text for complete table
Elements in the Communication
Process
The Communication
Process
 Target audience may not receive the
intended message for any of three
reasons:
 Selective attention
 Selective distortion
 Selective retention
The Communication
Process
 Fiske and Hartley have outlined
factors that influence communication:
 The greater the influence of the
communication source, the greater the
effect on the recipient
 Communication effects are greatest
when they are in line with existing
opinions, beliefs, and dispositions
The Communication
Process
 Communication can produce the most effective
shifts on unfamiliar, lightly felt, peripheral issues
that do not lie at the core of the recipient’s value
system.
 Communication is more likely to be effective if
the source is believed to have expertise, high
status, objectivity, or likeability, but particularly if
the source has power and can be identified with.
 The social context, group, or reflective group will
mediate the communication and influence
whether or not the communication is accepted.
Consumer Behavior
Defined
 The study of the acts of individuals
directly involved in obtaining and using
economic goods and services, including
the decision processes that precede and
determine the acts.
• Combines psychology, sociology,
anthropology and economics.
Basic Assumptions of
Consumer Behavior
 Consumer behavior is logical and
determined by the individual.
• The individual is in control.
• Consumer behavior can be influenced.
•Consumer behavior can and should be
understood through research.
Cognitive Psychology
S
R
One View of Consumer
Behavior:
Stimulus-Response
Theory
 Mechanistic and linear
• Not very predictive at micro or
individual level.
• Still useful at macro level
A Second View of
Consumer Behavior:
Cognitive Psychology
Theory
 Expands on S—R Theory by adding
mediating variables between stimulus
and response
• Sees the individual in control
• Focus is on how individuals process information
sees individual as having innate need to know
What’s Inside the Black
Box?
Selective Perception Filter
S
•Selective Exposure
•Selective Attention
•Selective Comprehension
•Selective Retention
R
What’s Inside the Black
Box?
 Beliefs
• Values
• Attitudes
• Personality Traits
• Defense Mechanisms
• Memories
Cultural Influences
Language
Religion
Work and Leisure
Cultural
Influences
Reference Groups
Intermediary
actions
Education
Culture
Adaptation
Culture
Change
What’s Inside the Black
Box?
Experience
More Things in the Black
Box
Beliefs
 Beliefs –strongest held cognitions
• Things about the world we believe in
• Beliefs shape our reality
• Beliefs are our concept of the way things are.
More Things in the Black
Box
Values
 Values are less intense than beliefs
• Values shape our concept of the way things
should be.
• Two types:
- Instrumental – values that we hold that serve
as a means to an end or method of
conduct.
- Terminal – “end states of existence”
•Values are a standard for guiding behavior.
More Black Things
Attitudes
 An attitude is a predisposition to behave
toward or away from some object based on
knowledge and feeling about that object.
• Attitudes are less intensely held than values.
• A person can have numerous attitudes
Attitudes
 Three Components:
- Cognitive –Knowing – Learn
-Affective – Emotion – Feel
- Conative – Behavior – Do
• Learn –Feel – Do is the traditional model
•Based on two factors: risk and habit.
Attitudes
 The process of forming or changing an
attitude is the process of persuasion.
• Conventional thinking: a positive attitude
toward the advertising will lead to, or at least
enhance, a positive attitude toward the product.
How Do Attitudes Work?
 Attitudes are a result or effect of
persuasive communication.
• Attitudes are also the result of direct
experience with the object.
• Strongest attitudes occur when both
communication and experience occur.
Advertising and Attitudes
 Advertising can create an attitude where
none existed before.
• Advertising can reinforce an existing
attitude.
• Advertising can weaken an existing
attitude.
Advertising and Attitude
Formation
 Russle H. Colley: Defining Advertising
Goals for Measured Advertising Results
(DAGMAR)
 Advertising results should be measured
by communication standards – sales is
not a communication effect.
Communication
A process of gaining common understanding
between sender and receiver of a message.
COMMUNICATION
Objectives
Ensure correct transmittal of
information from issuer to receiver.
Build up common understanding
to prevent confusion or clash of personalities
BARRIERS TO
COMMUNICATION
Being aware of these barriers
will make us cautious in writing
or saying anything.
1. EMOTIONAL
 A person under emotional stress shuts
himself off to reception
• An emotional barrier is created between the
issuer of the message and the receiver.
• Sender could be saying something different
from what he wants to convey.
• Receiver may not receive message clearly.
2. USE OF WORDS
 There are about 600,000 English English
words (according to Dr. Hayakawa,
prominent linguist of San Francisco State
– 2,000 are recognized, but not necessarily understood
College)
fully.
– 200 words are used in daily business transactions
– 14,000 shades of meanings.
Use simple, common words to be understood.
3. FEELING OF
INSECURITY
 It is natural to be insecure about things
you are not sure off.
 When one is insecure, invariably facts are
distorted.
• We become apprehensive when we are unaware:
–Our conclusions could be based on guesses or assumptions
which could be totally wrong.
Most people get rattled when they receive a memorandum.
Marketing
Communications
 The Means of getting your message
across to your targeted markets.
PROCESS OF
COMMUNICATION
 How to make yourself understood by
the receiver of your message.
HOW TO LISTEN
 Misunderstanding results from poor listening.
• Meanings are affected by voice tones, facial
expressions.
• Preconceived ideas make people opinionated, or
dogmatic.
–Messages are screened
–Messages are interpreted on the basis of preconceived
ideas, opinions, biases.
Listen attentively and objectively –
use eyes, ears, and heart.
Ask yourself:
 What am I going to say?
• Do I know what I am going to talk about?
• Who is going to receive my communication
message?
• Is he under emotional stress? right frame of mind?
• What are his likes, dislikes, interests, fears?
• What’s the best way to talk to him?
• Is he familiar with my subject? - Don’t assume that he
knows.
HOW TO BE UNDERSTOOD
CLEARLY
 Use simple words
• Use right tone of voice.
• Write legibly.
• Do not assume your receiver knows what you
are talking about. Provide details of what you
are saying.
• Get feedback.
Steps in
Developing
Effective
Communication
Developing Effective
Communications
 Identify the Target Audience
 Image analysis
 Familiarity scale
Never
Heard of
Heard of
Only
Know a
Little Bit
Know a Fair
Amount
Know
Very Well
 Favorability scale
Very
Somewhat
Indifferent
Unfavorable Unfavorable
Somewha
t
Favorable
Very
favorable
Familiarity-Favorability Analysis
Developing Effective Communications
 Semantic differential
 Developing a set of relevant dimensions
 Reducing the set of relevant dimensions
 Administering the instrument to a
sample of respondents
 Averaging the results
 Checking on the image variance
Images of Three Hospitals (Semantic
Differential)
Developing Effective
Communications
 Determine the Communication
Objective
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


Cognitive
Affective
Behavioral
Response-hierarchy models
Developing Effective
Communications
 Hierarchy-of effects model
 Awareness
 Knowledge
 Liking
 Preference
 Conviction
 Purchase
Developing Effective
Communications
 Design the Message
 AIDA model
 Gain attention
 Hold interest
 Arouse desire
 Elicit action
 Message Content
 Rational appeals
 Emotional appeals
 Moral appeals
Developing Effective
Communications
 Message Structure
 Message Format
 Message Source
 Factors underlying source credibility
 Expertise
 Trustworthiness
 Principle of congruity