Download - L 3 - Communication Theory STUDENT
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MARKETING
COMMUNICATIONSWeek 3 -
Communication theory
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1. Bad Television commercials
Q1. Why do you think these advertisements are poor?
2. Camilla’s household
3. Advertisements ith a !i" idea
Q2. What is the !i" idea?
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https://www.youtube.com/watch?v=hJDWp1ZfwJwhttps://www.youtube.com/watch?v=4rsDjHu9Py4https://www.youtube.com/watch?v=lAj2rK0m0Ashttps://www.youtube.com/watch?v=lAj2rK0m0Ashttps://www.youtube.com/watch?v=4rsDjHu9Py4https://www.youtube.com/watch?v=hJDWp1ZfwJw
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Learning objectives• ,nderstand hy communication is important to companies
• Appreciate the application o various communicationmodels
1. /ass communication2. (nvolvin" opinion leaders3. +i0usion o innovation
. We! communication model
. $esponse hierarchy
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Communications: Im ortance
• ood communication 4 "ood !usiness – helps an or"ani5ation to thrive
– ocused and cost e0ective
• #oor communications 4 !ad !usiness – can cost market share6 7o!s and survival
– can dama"e reputation and ima"e
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Communication: !e"inition
• ivin" or e8chan"e o in ormation !yusin" te8t 9talk6 ritin": 9 rice6 2;13:
• The science o transmittin" in ormation9
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Communication: #eatures• Communication only occurs hen a receiver
actually receives the messa"e that thesender intended to send.
• /essa"e re7ection6 misinterpretation andmisunderstandin" are the opposite oe0ective communication
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Communication: #eatures
• Words
• Non verbalcommunications !ody lan"ua"e6 space6 time
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Linear Mo$e%: Sing%e&ste
Source ReceiverMessage
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Mass Communications
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T'e communications rocess
SPONSDBACK
S ND NCOD M SSAG D COD C IV
NOIS
M I U M
Based onSchramm 1!""#
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O inion Lea$ers'i ( ) Ste #%o* Mo$e%
OpinionLeader
OpinionSeekers
MassMedia
Information andinfluenceInformation
Adapted rom
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O inion %ea$er
13
• An active media user who influences thedecisions of others
• A person is likely to be an opinion leaderwhen people view the person to havegreat knowledge of a category
• Opinion leaders might be experts in onearea but not in others
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Opinion
Leader
OpinionSeekers
MassMedia
Mu%tiste "%o* mo$e%
Gatekeepers
Adapted rom
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Communicating *it' o inion %ea$ers• #rovide incentives or customers to recommend the
product>service to riends
• Cele!rity endorsements that create a !u55 a!outne products
• %vents
1"
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O inion %ea$er
1$
Activity:
Think of a -medium or high-involvementproduct purchase you are currently
researchingHave you spoken to an opinion leader inresearching the product
!ho is the opinion leader
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+eb communications mo$e%s
– ord o mouth orks more uickly onthe e!
– customers can talk to each other 9C2C: – customers can talk !ack to company
9C2B:
– @o o communications !ecomes a e!
A$ $ * b
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A$vance$ *ebCommunication Mo$e%
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!i""usion o" Innovation ,Rogers -./)0
(ntroduction ro th /aturity +ecline
Innovators
Early dopters
Early!a"ority #ate !a"ority
#aggards2. 13. 3 3 1
Adopters
*i e Cycle
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Res onse 1ierarc'2 Mo$e%s,A$o tion Mo$e%s0
9&tron"6 1=2 :
9&tron"6 1=2 :
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Res onse 1ierarc'2 Mo$e%s,A$o tion Mo$e%s0
9$o"ers6 1= 2:
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