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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 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 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: 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