MARKETING

COMMUNICATIONINTEGRATING ONLINE AND OFFLINE WITH

SOCIAL MEDIA

Heidi HellströmMaster of Economic Sciences, Senior Lecturer

University of Applied Sciences, Vaasa

COMMUNICATION

THEORY AND THE

ADOPTION MODEL

WHAT IS

COMMUNICATION?

WHAT IS COMMUNICATION?

Transmitting

Exchanging of information

Communicating

It is always a two-way

street

When

it

went

wrong?

When an advertisementguru used the word Obsole

often, but laterfound out that

43% of US woman had no

idea what itment

ADOPTION

MODELS

AIDA

Awareness

Interest

Desire

Action

WHO HAS THE

POWER TO

INFLUENCE ?

COMMUNICATION MODELS

A SINGLE STEP MODEL

Sender Message Receiver

COMMUNICATION MODELS

TWO STEP MODEL

Sender MessageOpinionleader(s)

Receiver(s)

Opinion leaders, formers and connectors

EXPLANATIONS

Opinion formers => officially paid to give their opinions

Opinion leaders => not paid

Connectors => the ones that know a lot of people

COMMUNICATION MODELS

MULTI-STEP MODEL

WEB COMMUNICATIONS MODEL

WHAT IS THE

NOISE?

THE NOISE

Language

Lack of understanding of what the receiver wants or needs

The degree of knowledge and expertise of the sender and the

receiver

The quality of the information sent

Lack of trust or honesty in the source

Cultural differences

Poor listening skills

ref:

http://www.bized.co.uk/educators/level2/comms/activity/buscomms12.htm