marketing communication-1 - introducing communication

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MarketingCommunication

CommunicationPart ONE out of Four

Danny AbramovichMarketing Plan Specialist

communicationwww.marketingPlanNOW.com2

Course Introduction, Main Topics

Background: Consumer BehaviorHuman CommunicationMarketing CommunicationCreativityIntegrated MarComGlobal IMC

ü

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1. Communication 4 Background

Development of Human Communication Tools:

ð Speech ðWriting ð Alphabet ðPrinting ð

Telegraph ð Phone ðBroadcast ð Internet ðCellular ð Combinations!

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1. Communication 4 Background

Development of Human Communication

Sailor Jack, The famous Cracker Jack

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1. Communication 4 Definition

0. Background: CB 3. Creativity1. Communication 4. Integrated MarCom2. MarCom 5. Global IMC

Human Communication is . . .

Business Communication is . . .

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1. Communication 4 Definition

Human Communication is made up of information:

Anything that changes one’sunderstanding (Marchionini, 1995).Process, knowledge (Buckland, 1991).Organized, transformed, presented,Meaningful, contextual (Shedroff, 1994).

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

xMj2Tb+7Of3G2Tmfjqz4N1/YvT50HQ8sZ7WPds4f2mI8TvxmQMOGJQBh5wSA5DRRcBBLiwvZb+VUvTEI

pieces of information?How many

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pieces of information?How many

communicationwww.marketingPlanNOW.com9 www.milliondollarhomepage.com

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1. Communication 4 Definition

I’m Blind - Please Help Me!

Today is a wonderful day, but I can’t see that!

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1. Communication 4 Definition

Business Communicationis the set of activities whereby businesses and

other organizations create exchanges(transfers of value) between themselves and their customers.

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1. Communication: Non verbal

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1. Communication: Culture

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1. Communication: Culture

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1. Communication 4 Process

SourceóCodingóMessageóChannelóDecodingóReceptionObj. Sign Media

ó Ï ¯ » Ð O

= Information = Communication = ChangingAttitudes

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1. Communication 4 Process

Encoding/ Decoding Symbols• Graphic

– Pictures– Drawings– Charts

• Musical– Arrangement– Instrumentation– Voice or chorus

• Verbal– Spoken word– Written word– Song lyrics

• Animation– Action/motion– Pace /speed– Shape/Form

Ï Ð

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1. Communication 4 Process

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1. Communication levelsCorporate Level

Messages influenced by a company’s overall businesspractice & Philosophy: vision, mission, corporate culture.

Marketing LevelMessages influenced by various aspects of marketing-mixsuch as product quality, design, pricing and distribution.

Marketing Communication LevelStrategic and execution consistency among all forms ofmarketing communication.

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1. Communication 4 B-Model

• Source - initiator of the message,– Example: manufacturer, retailer, marketing firm.

• Message - idea being communicated,– Example: advertising copy, sales presentation.

• Medium - vehicle for delivering the message,– Example: television, newspaper, etc.

• Receiver - person(s) to whom the messageis delivered,

– Example: customer, influencer, middleman.

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1. Communication model

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1. Communication: Types of Com• Specific communications

– Involve direct transmission of a message from a single source to a single, specific receiver.

• Selective communications– Involve directing messages through a single medium

to a limited number of receivers.• Mass communications

– Involve the use of one or more media to reach large numbers of receivers, exposing every potential buyerto the message.

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1. Communication: Types of Com

• Specific communications (1:1)– Involve direct transmission of a message from a

single source to a single, specific receiver.

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1. Communication: Types of Com

• Selective communications (1:few)– Involve directing messages through a single

medium to a limited number of receivers.

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1. Communication: Types of Com

• Mass communications (1:many)– Involve the use of one or more media to reach a

large numbers of receivers, exposing every potential buyer to the message.

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1. Communication: Types of ComMedium-Message-Receiver

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1. Communication: Types of Com

Levels of AudienceAggregation

Mass Markets

Market Segments

Niche Markets

Small Groups

Individuals

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1. Communication: Key Success Factors

Sellers Need to Know What Audiences They Wish to Reach

and Response Desired.

Sellers Need to Know What Audiences They Wish to Reach

and Response Desired.

Sellers Must be Good at Encoding MessagesThat Target Audience

Can Decode.

Sellers Must be Good at Encoding MessagesThat Target Audience

Can Decode.

Sellers Must Send Messages ThroughMedia that ReachTarget Audiences

Sellers Must Send Messages ThroughMedia that ReachTarget Audiences

Sellers Must DevelopFeedback Channels to

Assess Audience’sResponse to Messages.

Sellers Must DevelopFeedback Channels to

Assess Audience’sResponse to Messages.

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1. Communication4Application

SourceóCodingóMessageóChannelóDecodingóReceptionObj. Sign Media

ó Ï ¯ » Ð O

You are to act as an in-classAdvertising Agency!You will also be assigned as a “Client”of another in-class Advertising Agency!

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1. Communication4Application

SourceóCodingóMessageóChannelóDecodingóReceptionObj. Sign Media

ó Ï ¯ » Ð O

You are to act as an in-classAdvertising Agency!You will also be assigned as a “Client”of another in-class Advertising Agency!

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name of academic institutiontitle of academic degreetitle of this seminar

full name of lecturerfull names of students

submission date

assignment titlename of your agency

a visual

element

representing

the title

of this

assignment

no page number! you can add a © clause.

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1. Communication!

Next Issue: MarCom

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MarketingCommunication

CommunicationPart ONE out of Four

Danny AbramovichMarketing Plan Specialist

Chapter 2

marketing

communication