wk3-LO 1 -Intro-2-Mkt Coms-APB (1).pdf

INTRODUCTION TO MARKETING COMMUNICATIONS

Wk3-L01

TA-AMEN Scope of Markeing Communicatios-Wk3

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UNDERSTANDING THE SCOPE OF MARKETING COMMUNICATIONS

Week3.1

TA-AMEN Scope of Markeing Communicatios-Wk3 2

MARKETING COMMUNICATIONS-LO.1 Learning Objectives

By the end of this session would be able to define and explain :

Marketing Communications

Marketing communication process

Success criteria

Definition:

Communication process: - nature and components of marketing communications, models of communication. - models of communication - selection and implementation process

- consumer buying decision-making process


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WHAT'S THE DIFFERENCE BETWEEN ADVERTISING AND PROMOTIONS ?

Pair discussion for 5 mins

Working in groups of 3 or 4


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LET'S WATCH A VIDEO.


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DIFFERENCE BETWEEN ADVERTISING & PROMOTION

The basic difference between advertising and promotion is that advertising is strategically more long term, turning the consumer towards the brand by creating positive brand attitude, while promotion is more short term, focusing on immediate sales.


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WHAT IS ADVERTISING?

Definition:

The activity or profession of producing information for promoting the sale of commercial products or services.

Source: http://www.businessdictionary.com/definition/advertising.html


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ADVERTISING- FEEL THE COCOA POWER LADIES


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DEFINITION(CONT)

A paid for information in the newspapers, on the trains, television, radio, internet or social media ( facebook, twitter, whatsapp, viber etc.) in order to encourage, persuade, manipulate or entice users or a group of users (viewers, readers or listeners) to buy a product or service.


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REVENGE ON THIRST


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ADVERT

ADVERTISING(CONT.) Advertising is an element of the promotional mix. Promotional

mix usually consists of five elements i.e. advertising, direct marketing, sales promotion, public relations and personal selling.

The Institute of Practitioners in Advertising (IPA), the body which represents advertising agencies, defines advertising as:

"The means of providing the most persuasive possible selling message to the right prospects at the lowest possible cost".


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WHAT IS PROMOTION?

Definition: Promotion is a part of a firms overall efforts to communicate with consumers and others about product and service offering........................In a sense, all marketing communication activity is a form of promotion that in one way or another attempts to the interest of the brand, product range and/or company. (Lancaster & Reynolds, Marketing, 2004, page 270)


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PROMOTION


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SALES PROMOTION


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Definition:

Sales promotion refers to a different sort of advancement. A sales promotion entails the features - via advertising and/or a discounted price - of a particular product or service.

Source:http://www.investopedia.com/terms/p/promotion.asp#ixzz3m6T2e0TU

PROMOTION


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MARKETING COMMUNICATION

Marketing communication or promotion is one of the elements of the marketing mix and is responsible for putting the marketing offer to the target market. It is the planned and integrated communication activity that communicates with an organisations stakeholders (Fill, C., 2002)

It is not enough to have good products sold at attractive prices. To generate sales and profits, the benefits of products have to be communicated to customers. This is where promotion plays a vital role.


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COMMUNICATION

Definition:

Communication is the passing of messages from one person or groups of people to another. It is a process which usually involves the following:

Transmitter The sender of the message

Recipient The receiver of the message

Medium The method by which the message is sent


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METHODS OF COMMUNICATION

Type of Communication

Examples / Channels Advantage

Disadvantage

Verbal

Telephone Calls, Meetings, Conversations Presentation

Quick to inform and to get feedback

No permanent record of info (people forget)

Written Letters, E-mails, Faxes, Memos, Reports, Notice Boards

Permanent Record (people can re-read the info)

Feedback or answers can be difficult to obtain

Visual Charts, Graphs, Films, Posters, Body Language

Complicated info can be summarised so message is received quickly

People may interpret images in different ways


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WHAT INFLUENCES GOOD COMMUNICATION?

The attitudes of the sender and the receiver.

Their knowledge of the subject-matter being communicated.

What is being communicated sending instructions, giving advice.

How it is being communicated the suitability of the communication medium.


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BARRIERS OF COMMUNICATION

Complex language

Unsuitable medium

Length of message (too short or too long)

Bias on the part of the sender or receiver


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COMMUNICATION MODELS

source message Reciever


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The above is a very simple model of communication which consists of three

elements.

Activity for the students: Is the model too simplified? What potential

problems can we identify with this model?

MODEL OF SHANNON & WEAVER (1958)


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INDIVIDUAL / GROUP ACTIVITY

Carry out a research and give an in-depth description of the stages in the Shannon and Weaver model

List any other examples, select one of the communication models and compare it with the Shannon and weaver model and please justify your choice


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TUTORIALS


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THE PURCHASE DECISION-MAKING PROCESS


THE PURCHASE DECISION-MAKING PROCESS

Understanding the stages buyers pass through and the influencing factors helps identify what information consumers require, and when and how they use it.


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IN CLASS ACTIVITY: BRAINSTORMING

What are some of the things that drive or triggers customers or your buying behaviour?

In groups consisting of 4 or 5 students when the class is large.

In groups of consisting of 3 students when the class is less than 15


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PURCHASE DECISION-MAKING PROCESS

Step 1: Problem identification

Purchase-decision processes are triggered by unsatisfied needs or wants.

We tend to focus on those needs that are the strongest.

A need can become stronger and be brought to our attention by a deterioration of our actual state or an upward review of our ideal state.


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CONT. Step 2: Information search

People seek additional information about alternative brands until they perceive that the costs of obtaining more information are equal to the additional value or benefit derived.

Psychological costs involved in searching for information.


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CONT.

Sources of information: Personal sources, commercial sources & public sources of information.

Commercial sources perform an informing function for consumers.

Personal and public sources serve an evaluating and legitimizing function.

The Internet is reducing the opportunity costs of information gathering


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CONT.

Step 3: Evaluation of alternatives

Consumers simplify their evaluation in several ways. They focus on their evoked (suggested) set

(position/situation). They evaluate each of the brands in the evoked

set on a limited number of product dimensions or attributes.

They combine evaluations across attributes, taking into account the relative importance of those attributes.


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CONT. Step 4: Purchase

Consumers usually select the source they perceive to be best on

those attributes most important to them. Consumers make the purchase.

Step 5: Post purchase evaluation

The persons expectation level and evaluation of how well the

product actually did perform. The evaluation feeds back into memory where it can be recalled for

a similar decision. Consistent positive experiences can ultimately lead to brand loyalty.


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INFLUENCES ON CONSUMER DMP


INFLUENCES:

Culture: Consumers very often buy products and services due to their cultural background.

Religion: Many consumers around the world will or will not buy certain products due to their religious beliefs. For example, Christians buying and wearing Cross is influenced by their religion. Likewise, Muslims refraining from buying any alcoholic products is another example of religious influence on buying decision.


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CONT. Opinion formers: These people tend to be experts such as

travel journalists and their messages are seen to be more believable than a travel advertisement.

Opinion leaders: They tend to be from ones own peer group who may have an interest in a topic. Alternatively, they could be members of pressure groups or celebrities who are admired by particular target audiences. They can be like an individual celebrity e.g. Madonna, David Beckham, Messi and a band like the Spice Girls or the consumers immediate family members.


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CONT.

Life style: The life style of consumers also has an impact on buying decision. No doubt that the life style of a celebrity is different from an ordinary customer. For instance, for a trip from London King Cross to Scotland in 2011, both Angelina Jolie & Brad Preet along with their children and bodyguards hired a full Virgin train which was estimated to cost them 40,000. An ordinary consumer may never be able to do it.

Activity for the students: In this stage of the lesson, the learners will participate in an activity (Mini case study about Jeffrey and Jennifer ).


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HIERARCHY OF EFFECTS MODEL


HIERARCHY OF EFFECTS

The hierarchy of effects model was developed in 1961 by Robert J Lavidge and Gary A Steiner. This marketing communication model, suggests that there are six steps from viewing a product advertisement (advert) to product purchase. The job of the advertiser is to encourage the customer to go through the six steps and purchase the product.


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HIERARCHY OF EFFECTS


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READING AND PRESENTATION TASK

Read handout on the Hierarchy of Effects Model and do the following

Get into groups. Each group will write and present an explanation for each section of the model.

5 mins to read

10 mins to write presentation

5 mins to present


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INTEGRATED MARKETING COMMUNICATION

Integrated Marketing Communication (IMC) is an approach to brand communications where the different modes work together to create a seamless experience for the customer and are presented with a similar tone and style that reinforces the brands core message. Its goal is to make all aspects of marketing communication such as advertising, sales promotion, public relations, direct marketing, personal selling, online communications and social media work together as a unified force, rather than permitting each to work in isolation, which maximizes their cost effectiveness. (Clow)


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DEVELOPING IMC Developing an integrated marketing communication strategy involves the following:

Selecting and implementing the right communication mix of marketing channels and methods.

No single marketing channel -- newspaper, billboards, radio, television or the Internet -- dominates the consumer experience, which means the channel mix must be adjusted to respond to the needs of the market segments and changes in the competitive environment.

The selection of communication methods depends on several factors, including the size of the market, the product and the advertising budget.

Funding decisions may be based on past sales levels, competitor expenditures and other factors. The budget also determines the selection of channels.


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CLASS RECAP: Define the following;

Promotion

Advertising

What is meant by the Hierarchy of Effects ?

Name 3 of the effects and give their positions on the list.

What are some of the barriers to communication

Name some of the elements listed in Shannon and and Weavers communication process.


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SUMMARY-PURPOSE OF ADVERTISING


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REFERENCES

Amenonyoh Tatah, (2013), LSST-Lecture Notes

Kotler, P. and Armstrong, G. (2014), Marketing Principles. 15thedition. Harlow, Pearson. ISBN-10: 0273786997 ISBN-13: 9780273786993

Cunningham Susan S,(2012),LSST-Lecture Notes

www.businessdictionary.com/definition/advertising.html

http://www.biblicallifeassembly.org/library/weekly.html

www.youtube.com/watch?v=4BWKX4O6sF8

www.123rf.com/stock-photo/sales_promotion.html?mediapopup=27548953


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Documents

wk3-LO 1 -Intro-2-Mkt Coms-APB (1).pdf