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Communication RJ

1. The document discusses marketing communications and the communications process, including elements like the sender, message, media, receiver, feedback, and noise. 2. It then covers topics such as the marketing communications mix, integrated marketing communications, distortions in communication, and various communications models including AIDA, hierarchy of effects, and innovation adoption. 3. Steps in developing effective communication are outlined, including identifying the target audience, determining objectives, designing the message, choosing media, and collecting feedback.

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Hitesh Pednekar
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© Attribution Non-Commercial (BY-NC)
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73 views19 pages

Communication RJ

1. The document discusses marketing communications and the communications process, including elements like the sender, message, media, receiver, feedback, and noise. 2. It then covers topics such as the marketing communications mix, integrated marketing communications, distortions in communication, and various communications models including AIDA, hierarchy of effects, and innovation adoption. 3. Steps in developing effective communication are outlined, including identifying the target audience, determining objectives, designing the message, choosing media, and collecting feedback.

Uploaded by

Hitesh Pednekar
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd

Marketing Communications

The Communications Process

Message
Sender Encoding Decoding Receiver
Media

Noise

Feedback Response
Marketing Communications mix
Advertising
Advertising

Personal
Personal Selling
Selling

Sales
Sales Promotion
Promotion

Public
Public Relations
Relations

Direct
Direct Marketing
Marketing
Integrated Marketing
Communications
This brings about synergy and better use
of communication funds

Improves the company’s ability to reach


the right consumer at the right place at
the right time with the right message.
Distortions in Communication
Selective attention
Selective distortion
Selective retention
Communications model
AIDA model
The hierarchy of effects model
The innovation – adoption model
AIDA Model
Attention

Interest

Desire

Action
The Hierarchy of Effects model
Awareness

Knowledge

Liking

Preference

Conviction

Action
The Innovation Adoption
model
Awareness

Interest

Evaluation

Trial

Adoption
Message
Content
Structure
Format
Source
Message Source
Source credibility
Endorser
Depending on the attitudes of the
consumer, the communication will either
get a +ve , neutral or -ve response
depending on what attitudes the
consumer has of the endorser
Message Format
The message has to be considered
depending on which media is going to be
used – e.g.. Layouts, props, models,
music, voice, etc.
Communication channels
Personal – Direct selling,WOM
Non Personal – media, atmosphere,
events
Steps in Developing Effective
Communication
Step
Step 1.
1. Identifying
Identifying the
the Target
Target Audience
Audience

Step
Step 2.
2. Determining
Determining the
the Communication
Communication Objectives
Objectives
Buyer
Buyer Readiness
Readiness Stages
Stages
Awareness

Knowledge
Liking

Preference

Purchase
Purchase
Step
Step 3.
3. Designing
Designing aa Message
Message

Message Content
Rational Appeals
Emotional Appeals
Moral Appeals Message Format
Headline, Copy, Color,
Words, & Sounds,
Body Language
Step
Step 4.
4. Choosing
Choosing Media
Media

Personal Communication
Channels

No personal Communication
Channels

Step
Step 5.
5. Collecting
Collecting Feedback
Feedback
Setting the Total Promotion Budget

Affordable Percentage-
Method of-Sales
Method

Competitive- Objective-
Parity and-Task
Method Method
Setting the Promotion Mix
Nature of Each Promotion Tool
Advertising
Advertising
Reaches
ReachesMany
Many Buyers,
Buyers, Expressive
Expressive
Impersonal
Impersonal
Personal
Personal Selling
Selling
Personal
Personal Interaction,
Interaction, Builds
BuildsRelationships
Relationships
Costly
Costly
Public
Public Relations
Relations
Believable,
Believable, Effective,
Effective, Economical
Economical
Underused
Underusedby byMany
Many Companies
Companies

Public
Public Relations
Relations
Believable,
Believable, Effective,
Effective, Economical
Economical
Underused
Underusedby byMany
Many Companies
Companies
Direct
Direct Marketing
Marketing
Nonpublic,
Nonpublic, Immediate,
Immediate, Customized,
Customized,
Integrated Marketing Communications
Company Carefully Integrates and Coordinates Its
Many Communication Channels to Deliver a Clear,
Consistent, Compelling Message.
Advertising
Advertising
Packaging
Packaging

Event
Event Message
Marketing
Message Personal
Personal
Marketing
Selling
Selling

Direct
Direct Sales
Sales
Marketing
Marketing Promotion
Promotion
Public
Public
Relations
Relations

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