Chapter 13 & 14 - Promotions
Communication Models in a Digital World that is "Always On"
: Marketing messages can assume many forms with a variety of objectives o From quirky TV commercials and viral videos to blimps with blinking messages Savvy marketers know each element of the marketing mix is a form of communication! All marketing communications aim to either inform, remind, persuade, or build relationships
Integrated Marketing Communications (IMC)
* Involves the planning, execution, and evaluation of coordinated, brand communication programs over time to targeted audiences o Aim is to deliver consistent messaging across platforms Must use a multichannel promotion strategy which combines traditional marketing communication with social media and other online activities
Sales Promotions
Advertisements
Web site
Package Designs
Celebrities
Consumer
Friends
News Reports
Movies and TV Shows
Novels
Salespeople
Store Displays
The communication model explains how organisations create and transmit messages
Source Message Company Advertising Individual encoding Publicrelations Sales promotion Salesperson pitch Communication from other consumers
Medium Magazines Newspapers Television .Radio Billboards Direct mail Word of mouth
Receiver Consumer (decoding)
Noise
Competing messages
Feedback Purchase data Product awareness Brand loyalty
The Source Encodes
Process begins with a source with an idea that they want to communicate to a receiver Encoding is the process by which the idea is translated into a physically perceivable form that conveys meaning
The Message
* The message is the actual content of communication that goes from the source to a receiver : May be in the form of: o AD . Sales promotion - A salesperson's pitch . Website, social media, blogs, .:
The Medium
audience Marketers face two major challenges: . Target market exposure to medium - Product characteristics are not in conflict with the medium
The Receiver Decodes
For effective decoding to occur, the source and the receiver must share a frame of reference
Noise and Feedback
: The communication model also acknowledges that noise - anything that interferes with effective communication - can block messages To complete the communication loop, the source gets feedback from receivers
Levels of Interactive Response
: First-order response . Product offer directly yields a transaction Second-order response - Product offer results in some form of customer feedback other than a transaction Request for more/no more information
Three Models of Marketing Communicati