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.

Fig 4.1, Duncan 2005

Basic Communication Model

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.

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

Communication Feedback Models

Analysing the receiver

Who is our target market

•  Must know how your market will respond to various sources of information and message types

Levels of Audience Aggregation

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 •  Sales volume •  Market share •  ROI •  Profit

Communication •  Market segments the

company wants to target •  The products FAB •  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 Aw

aren

ess

Time

Raise Awareness

Enhance Recall & Action

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

Australian For Beer Australian for Board Meeting

1.  Strengthen the brands image

2.  Mamimise brand presence

3.  Broaden the market 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 http://www.linkedin.com/pub/nigel-bairstow/6/41b/726

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