how do marketing communications work
TRANSCRIPT
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HOW DO MARKETING COMMUNICATIONS WORK ?
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TO UNDERSTAND IT 2 MODELS ARE USEFUL
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1) MACROMODEL
THEY FOCUS ON THE COMMUNICATION PROCESS
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1) SENDER - ONE WHO GENERATES THE MESSAGE 2) RECEIVER – TARGET AUDIENCE FOR WHOM THE MESSAGE IS GENERATED
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MAJOR TOOLS
1) MESSAGE- IT IS THE CONTENT
2) MEDIA – THROUGH WHICH THE MESSAGE TRANSMITS
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MAJOR FUNCTIONS
1) ENCODING- SENDER DOES IT SO THAT TARGET AUDIENCE CAN DECODE IT
2) DECODING- DONE BY RECEIVER TO UNDERSTAND THE MESSAGE
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3) RESPONSE- GIVEN BY THE RECEIVER
4) FEEDBACK- TO MONITOR THE RESPONSES
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MORE THE OVERLAPPING BETWEEN THE RESPECTIVE FIELDS OF EXPERIENCE,MORE
EFFECTIVE THE
MESSAGEWILL BE
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2) MICROMODEL
THEY FOCUS ON CONSUMER RESPONSES
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LETS TAKE THE HIERARCHY-OF-EFFECTS MODEL(2ND COLUMN IN THE ABOVE TABLE)
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1) AWARENESS
POPULARIZING THE BRAND
2)KNOWLEDGE
ENLIGHTENING THE TARGET AUDIENCE ABOUT THE BENEFITS OFFERED BY THE BRAND
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3)LIKING
FEELING OF THE BRAND AMONG THE AUDIENCE- GOOD OR BAD
4)PREFERENCE
COMPARING WITH COMPETITORS’ PRODUCTS SO THAT CONSUMERS PREFER IT OVER OTHERS
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5)CONVICTION
SHOWING CONSUMERS IT IS THE BEST SOLUTION TO THEIR PROBLEMS SO THEY MAY BUY IT
6)PURCHASE
OFFERING DISCOUNTS,FREE SAMPLING etc.TO INDUCE PURCHASE OF PRODUCT
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IF THE PROBABILITY OF THESE STEPS IS 10% EACH, PROBABILITY OF ALL OCCURRING IS 0.0001%
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IT MEANS A CHANCE OF
1 IN A MILLION
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HOW TO MAKE THIS HAPPEN ?
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THE MOST IMPORTANT ONE
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2) AD CAUSES CONSUMERS TO PAY ATTENTION
3) AD MOTIVATES CONSUMERS TO PURCHASE THE BRAND
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LASTLY IT CREATES STRONG BRAND ASSOCIATIONS
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THESE SLIDES WERE CREATED BY AMOD
BANSAL,THAPAR UNIVERSITY,
DURING A MARKETING INTERNSHIP BY
PROF. SAMEER MATHUR,IIM LUCKNOW
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