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Marketing Communication Process

  1. The Marketing Communication Process Overview
  2. Communication •  Defined as passing of information, the exchange of ideas, or the process of establishing a commonness or oneness of thought between senders and receiver.
  3. Basic Communication Model Fig 4.1, Duncan 2005
  4. Communication Feedback Models Source/Encoder Ø  Is the person or organisation that has information to share with another person or group. Encoding Ø  Leads to development of a message that contains the information of meaning the source hopes to convey.
  5. Communication Feedback Models Channel/Message Ø Is the method which communication travels from the source or sender to the receiver Ø Personal channels – direct interpersonal Ø Non-personal channels – mass communications Decoding Ø Process of transforming the sender’s message back into thought Ø Influenced greatly by the receivers frame of reference (perceptions, attitudes and values)
  6. Communication Feedback Models Receiver Ø Is the person(s) with whom the sender shares thoughts of information. Noise Ø External factors that create unplanned distortion Feedback Ø Receivers respond by hearing, seeing or reading Ø Feedback is sent back to the sender
  7. Analysing the receiver Who is our target market Levels of Audience Aggregation •  Must know how your market will respond to various sources of information and message types
  8. The Response Process – Model of Response
  9. Implications 1.  Delineate the series of steps potenial purchasers must be taken through 2.  Potenial buyers may be in different stages of the hierarchy creating problems. 3.  Useful for promotional planners
  10. The FCB Planning Model Aim: to improve the way your brand is positioned in the consumer’s mind thereby giving you a better return on your advertising dollar by: 1 Decide on the degree of involvement 2 Decide on the degree of thinking/feeling experienced by the consumer prior to purchasing 3 Place your brand on the Grid 4 Plot your competitors (cluster or not?) 5 Is current strategy right or need improving? 6 Player with the best position wins!!
  11. The Foote and Cone & Belding (FCB) Grid
  12. The Cognitive Response Approach •  Cognitive responses are the thoughts that occur to audience when they read, view and / or hear communication •  Looks at the type of responses evoked advertising messages •  Three types of cognitive responses
  13. The Model of Cognitive Response
  14. The Elaboration Likelihood Model (ELM) •  Addresses the differences in the way consumers process and respond to persuasive messages. •  High and Low elaboration when it comes to information processing
  15. The ELM Model
  16. Summarising the response process •  Individual responses to advertising are mediated or filtered by factors such as Ø  motivation Ø ability to process information •  Advertising should be evaluated using three dimensions Ø  Product category Ø  Stage of life-cycle Ø  Target audience Ø  Competition Ø  Impact of marketing mix components
  17. Value of Objectives •  Communication –  Objectives facilitate coordination of various groups working on the campaign •  Planning and Decision Making –  Specific promotional objectives also guide the development of IMC plan. •  Measurement and Evaluation of Results –  Objectives act as a benchmark for success or failure of the campaign and can be measured
  18. Comparison of Marketing And Communication Objectives Marketing Communication •  Sales volume •  Market segments the •  Market share company wants to target •  ROI •  The products FAB •  Profit •  The companies and competitors brands. •  Ideas on how the brand should be positioned
  19. Objectives may not be sales related
  20. Oral Care – Sales Focus
  21. Sales versus Communication Objectives •  To many companies the goal is SALES •  Companies have increased pressure to make agencies more accountable for their performance. •  Some have developed ROI information •  Sales decline is not attributed to less advertising spend •  May be due to other marketing mix variables
  22. Setting objectives Enhance Recall & Action Awareness Raise Awareness Time
  23. DAGMAR: Defining Advertising Goals for Measured Advertising Results 1.  Awareness – making the consumer aware of the existence of the brand 2.  Comprehension – developing and understanding of what the product is and what it will doe for the consumer 3.  Conviction – developing a mental disposition in the consumer to buy the product. 4.  Action – getting the consumer to purchase product
  24. Fosters Positioning Campaign 1.  Strengthen the brands image 2.  Mamimise brand presence 3.  Broaden the market Australian for Board Meeting Australian For Beer base 4.  Increase sales
  25. A framework for studying how advertising works
  26. Summary •  IMC is based on basic (persuasive) communication theory •  Understanding consumer response •  Allows communication objectives to be set by considering response models.
  27. You are welcome to contact Nigel Bairstow at B2B Whiteboard your source of B2B Asia / Pacific marketing advice!/b2bwhiteboard