Marketing Communications: Persuasive Discourse in Action

1
Marketing CommunicationsPersuasive Discourse in
Action
1st ed. / Feb. 04

• Professor Gerlinde Mautner
• Department of English Business Communication
• gerlinde.mautner_at_wu-wien.ac.at

2
(No Transcript)
3
http//www.prada.com/
4
The Independent, 29 January 2004
5
Course Outline

• Module 1 Introduction, definition, mc
  mixCommunication the basics
• Module 2The consumer segmentation, buying and
  consumption process, involvement
• Module 3Language choices media, genres, verbal
  and nonverbal communication

6

• Module 4Environmental influences on mc societal
  forces, legal framework
• Module 5Marketing channels and integrated mc
• Module 6Corporate identity, reputation, crisis
  communication

7

• Module 7Branding
• Module 8Advertising and Public Relations
• Module 9On-line marketing communications

8

• Module 10Packaging
• Module 11Marketing communications and gender
• Module 12Cross-cultural issues

9
Basic structure of units
Content
Format
Disciplinary background
Theory
Up-front lectures
Marketing Linguistics
Examples
DiscussionGroup work
10
Reading

• Selected chapters and sections fromFill, Chris,
  2002 Marketing Communications. Contexts,
  Strategies and Applications.Harlow, etc.
  Pearson EducationISBN 0-273-65500-0
• Pickton, David Broderick, Amanda, 2001
  Integrated Marketing Communications. Harlow,
  etc. Pearson EducationISBN 0-273-62513-6
• Handouts The books and handouts are available
  at the Departmental Library, Augasse 9.For
  opening hours see http//www.wu-wien.ac.at/inst/en
  glish/.

11

• Please note that
• the exam will cover case studies that we discuss
  in class but are not dealt with in the required
  reading
• these Powerpoint slides are NOT an adequate
  substitute for either reading the required parts
  in Fill (2002), Pickton Broderick (2001), and
  the handouts, or for attending class.

12
Module 1
Definition Marketing communications
mix Communication the basics

• Reading
• Fill (2002) Chapters 1 and 2

13
Definition (Fill 2002 12)
Marketing communications is a management process
through which an organisation enters into a
dialogue with its various audiences. Based upon
an understanding of the audiences communications
environment, an organisation develops and
presents messages for its identified stakeholder
groups, and evaluates and acts upon the responses
received. The objective of the process is to
(re)position the organisation and/or its products
and services, in the minds of members of the
target market, by influencing their perception
and understanding. The goal is to generate
attitudinal and behavioural responses.
14
Five Principal Marketing Communications Tools

• Advertising
• Sales promotion
• Public relations
• Direct marketing
• Personal selling

Key characteristics of each Fill (2002 18).
15
Selection Criteria(Fill 2002 19)
Degree of CONTROL required over the delivery of
the message
FINANCIAL RESOURCES
SIZE and GEOGRAPHIC DISPERSION of the target
audiences
CREDIBILITY that each tool bestows on the
organisation
16
Context
EPISODE
EPISODE
EPISODE
EPISODE
EPISODE
EPISODE
17
Decide.

• Who should receive the messages
• What the messages should say
• What image of the organisation/brand receivers
  are to form and retain
• How much is to be spent establishing this new
  image
• How the messages are to be delivered
• What actions the receivers should take
• How to control the whole process once implemented
• Determining what was achieved.(Fill 2002 23)

18
Consumer and B2B marketing communications differ
in terms of.

• Message reception
• Number of decision-makers
• Balance of the promotional mix
• Specificity and integration
• Message content(Fill 2002 23-26)

• Length of decision time
• Negative communications
• Target marketing and research
• Budget allocation
• Evaluation and measurement

19
Communication Theory

• Linear model of communication Schramm (1955),
  Shannon and Weaver (1962)

N O I S E
SOURCE
ENCODING
RECEIVER
DECODING
MESSAGE
N O I S E
20
Source Characteristics

• Credibility ? internalisation
• Attractiveness ? identification
• Power ? compliance(Kelman 1961, quoted in Fill
  2002 35-36)

21
Personal Influences on the Communications Process

• One-step flow of communication
• Two-step
• Multi-step
• Word-of-mouth
• Opinion leaders, opinion formers(Fill 2002
  37-43)

22
Process of Adoption Fill (2002 43-45)
DECISION
PERSUASION
KNOWLEDGE
IMPLEMENTATION
CONFIRMATION