how do marketing commmunications work
TRANSCRIPT
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How doMarketing Communications work ?
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To implement the right communications program, all the marketing communications activities must be integrated to deliver a consistent message and achieve the strategic positioning.
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Two Models in marketing communications
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MACRO
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MACRO MODEL
Nine Key Factors
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Senders must know what audiences they want to get
MACRO MODEL
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MACRO MODELMessage must reach target customers
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MACRO MODEL
Must develop feedback channels to monitor responses
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MACRO MODEL
Following process may be operating during communication
Selective Attention
Selective Retention
Selective Distortion
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micro
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MICRO MODEL
Response Hierarchy Models
AIDA MODEL
HIERARCHY OF EFFECTS MODEL
INNOVATION-ADOPTION MODES
COMMUNICATIONS MODEL
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MICRO MODEL
STAGESSTAGES
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MICRO MODEL
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MICRO MODEL
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MICRO MODEL
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MICRO MODEL
LEARN-FEEL-DO SEQUENCE
Appropriate when the audience has high involvement with a product category percieved to have high differentiation.
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MICRO MODEL
DO-FEEL-LEARN SEQUENCE
Appropriate when the audience has high involvement but percieves little or no differentiation within the product category.
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MICRO MODEL
LEARN-DO-FEEL SEQUENCE
Appropriate when the audience has low involvement and percieves little differentiation.
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MICRO MODEL
Hierarchy-of-effects model
Assume high involvement and high differentiation, the HIERARCHY-OF-EFFECTS model.
Let' us Illustrate
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MICRO MODELHierarchy-of-effects model
AWARENESS
Communicator's task is to build awarenesss
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MICRO MODELHierarchy-of-effects model
KNOWLEDGE
Target audience might have brand awareness but not know much more.
Company must develop brand knowledge as communication objective
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MICRO MODEL
LIKING
How people feel about the brand ? Build LIKING of people
Hierarchy-of-effects model
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MICRO MODELHierarchy-of-effects model
PREFERENCE
Target audience might like the product but not preferCompany must build preference by comparision with likely COMPETITORS
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MICRO MODELHierarchy-of-effects model
CONVICTION
Build conviction among interested customers
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MICRO MODELHierarchy-of-effects model
PURCHASE
Company must lead consumers to purchase their product
Lower Price
Offer Permium Let them try out
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Created by Hardik Wadhwa, IIT BHU,
during an internship by Prof. Sameer Mathur, IIM Lucknow