Introduction to Marketing Communications Tutorial 2

marketing  Communications  

…tutorial  

2  …introduction  to    

models  of  communication…  

linear  

           opinion  leaders  and  opinion  formers  

two-­‐step  multi-­‐step  

DRIP  

last  weeks              lecture...  

how  do  these  >it  in  marketing  

communications?  

TV  advertising  

http://vimeo.com/33964609#  

print  advertising   online  banner  advertising  

ambient  

outdoor  advertising  

public  relations  

questions…  

what  tools  and  what  media  are  they  

using  in  order  to  communicate?  

what  message  are  they  trying  to  communicate?  

what  types  of  noise  might  impact  on  the  decoding  of  the  

message?  

are  any  opinion  leader  or  opinion  formers  used?  

what  reaction(s)  do  you  think  they  are  hop

ing  to  achieve?  

what  DRIP  tasks  are  the  different  tools  tryin

g  to  achieve?  

could  these  marketing  communications  be  improved  in  any  way?  

now  it’s  your  turn…  

three  different  case  studies…  

three  separate  groups…  

same  questions…