Marketing Communications

1
Marketing Communications

• An Introduction

2
Whats Happening?
3
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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Components of Promotion
F I G U R E 1 . 3
Product
Price
Promotion
Distribution
Advertising
Sales Promotions
Personal Selling
Database Marketing
Direct Marketing
Sponsorship Marketing
Internet Marketing
Public Relations
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F I G U R E 1 . 6
Factors Affecting the Value of IMC Programs

• 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

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E X H I B I T 1 . 1
Shoe Advertisements

• 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)
Reebok (http//www.reebok.com)
New Balance (http//www.newbalance.com)
Asics (http//www.asicstiger.com)
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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 197473)

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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 through mutuality, sharing with
  participants 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 Processa linear model
Noise
Sender
Noise
Encoding
Channel
Decoding
Noise
Receiver
Feedback
Noise
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F I G U R E 1 . 2
Communication Noise in Television Advertising
12
Advertising Clutter
Discussion Slide

• How many ads were you exposed to during the last
  24 hours from the following media?
• Television
• Radio
• Magazines
• Newspapers
• Billboards
• Internet Web sites
• How many ads can you recall from each of the
  above media?

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F I G U R E 1 . 9
Viewer Activities During TV Commercials

• Positive Responses
• Ads have potential to be entertaining (45)
• Sit and watch ads (16)
• Negative Responses
• 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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Kelmans 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.