marketing communication...by shahid..elims tcr
TRANSCRIPT
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Marketing
Communication
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What is MarketingCommunication ?
its a unique tool used by marketersin an attempt to persuade
consumers to act in a desiredmanner
it bridges the gap betweenmarketers and the consumers andalso between the consumers andtheir socio -cultural environments
Marketing communication support themarket plan and help the target
audience understand and believe inthe advantage of the marketers offerover competitors
Market communication has two flows
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Marketing communication
External Flow
Target AudienceCustomers:
Past Current
Potential
Channel members
CompaniesCompeting and non competing
Others:Govt Agenciespvt agencies
Experts
Internal flowTarget Audience
Company Departments
Employee s
Stock holders
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4 Components
Communication
Source
Destination
Medium
Message
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Barriers To
Communication Selective attention, selectivedistortion, selective recall
Barriers at the source Barriers in encoding Barriers in transmission
Barriers in Decoding
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Types Of communication
system Inter Personal communication:Communication occurring at a personal levelbetween 2or more people
Impersonal CommunicationCommunication directed to large and
scattered audience Persuasive Communication# Specific type of communication in
promotion#if a particular Ad is intended to achieve an
intermediate objective as to build brandawareness/remind the customer , theultimate objective of promotional strategyis to persuade the audience towards thedesired goal of the marketer
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Endorser
Companies expect 3 types of benefits:2. Endorsers increase viewing of TV
ads and readership of newspapers,magazines etc
3. Endorses can influence positiveattitude change towards company
and its brand because of theircredibility
4. Endorsers perceived personalitycharacteristics can get associatedwith a brands imagery
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Persuasion Matrix
Receiver /comprehension Medium /message presentation
Message/feeling Conviction Source/attention
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Source Credibility
It means the extent to which the audienceperceive the source as having relevant
knowledge , expertise , or experience and
believe that source will provide unbiasedand objective information about theproduct or service
the element credibility has 2 importantcomponents
* Expertise* Trustworthiness
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Source attractiveness
Attractiveness of a sourcesurrounded by :
similarity : resemblance betweenthe source
and the members of theaudience
Familiarity: knowledge of thesource
through exposure and
likeability
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Message
It is the thought , idea , attitude ,image or other information that
the advertisers wishes to coveytowards the targeted audience Message sidedness : one sided
Vs two sided
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Order of presentation the
message Climax VS Anticlimax order Recency and Primacy effects