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A nice simple introduction to marketing communications and some key theories.
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1 …introduction to
• To provide students with knowledge and understanding of communication tools
• and to develop awareness and knowledge of the basic principles of marketing comms
• and providing an introduction to major theoretical concepts
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2
3
learning objectives...
learning methods...
part 1
Part 2
Part 3
introduction to communication theories and concepts
advertising
• Linear, two-step and multi-step
• Opinion leaders and formers
• Diffusion of innovation
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3
of communication
sender message receiver
encode decode
of communication
sender message receiver
encode decode
Mass Media
opinion
leader
receiver
receiver receiver
receiver
Mass Media
opinion
leader
receiver
receiver receiver
receiver
receiver
sender
Receptive to new ideas, ‘early adopters’
Raise the profile of various social issues
Early majority
34%
Late majority
34% Laggards 16%
Early adopters
13½%
Innovators 2½%
Market %
Time
Need to understand the characteristics of innovators and early adopters
diffusion of innovations…
Limited trial possible?
• …to differentiate
• …to remind (or reassure)
• …to inform
• …to persuade
D
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P