The Marketing Communication
Process
Overview

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.

Basic Communication Model
Fig 4.1, Duncan 2005

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.

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)

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

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

The Response Process – Model of
Response

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

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!!

The Foote and Cone & Belding (FCB)
Grid

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

The Model of Cognitive Response

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

The ELM Model

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

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

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

Objectives may not be sales related

Oral Care – Sales Focus

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

Setting objectives
Enhance Recall & Action
Awareness
Raise Awareness
Time

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

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

A framework for studying how
advertising works

Summary
• IMC is based on basic (persuasive)
communication theory
• Understanding consumer response
• Allows communication objectives to be set
by considering response models.

You are welcome to contact Nigel Bairstow at B2B
Whiteboard your source of B2B Asia / Pacific
marketing advice
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