The Marketing Communication

Process
Communication

• Defined as passing of information, the

exchange of ideas, or the process of
establishing a commonness or oneness of
thought between senders and receiver.
Basic Communication
Mod
el

Fig 4.1, Duncan 2005

Communication Feedback
Models
Source/Encoder
 Is the person or organisation that has
information to share with another person or
group.

Encoding
 Leads to development of a message that
contains the information of meaning the source
hopes to convey.
 Communication Feedback
Models
Channel/Message
Is the method which communication travels from the
source or sender to the receiver
Personal channels – direct interpersonal
Non-personal channels – mass communications

Decoding
Process of transforming the sender’s message back into
thought
Influenced greatly by the receivers frame of reference
(perceptions, attitudes and values)
Communication Feedback
Models
Receiver
Is the person(s) with whom the sender shares
thoughts of information.
Noise
External factors that create unplanned distortion

Feedback
Receivers respond by hearing, seeing or
reading
Feedback is sent back to the sender
 Analyzing the receiver

Who is our target market Levels of Audience Aggregation

• Must know how your
market will respond to
various sources of
information and message
types
The Response Process – Model
of Response
Implications
1. Delineate the series of steps potenial
purchasers must be taken through
2. Potenial buyers may be in different stages
of the hierarchy creating problems.
3. Useful for promotional planners
 The FCB Planning Model
Aim: to improve the way your brand is positioned in the
consumer’s mind thereby giving you a better return
on your advertising dollar by:
1 Decide on the degree of involvement
2 Decide on the degree of thinking/feeling experienced
by the consumer prior to purchasing
3 Place your brand on the Grid
4 Plot your competitors (cluster or not?)
5 Is current strategy right or need improving?
6 Player with the best position wins!!
The Foote and Cone Belding
(FCB) Grid
The Cognitive Response
Approach
• Cognitive responses are the thoughts that
occur to audience when they read, view
and / or hear communication
• Looks at the type of responses evoked
advertising messages
• Three types of cognitive responses
The Model of Cognitive
Response
The Elaboration Likelihood
Model (ELM)
• Addresses the differences in the way
consumers process and respond to
persuasive messages.
• High and Low elaboration when it comes to
information processing
The ELM Model
Summarisingtheresponse
process
• Individual responses to advertising are
mediated or filtered by factors such as
motivation
ability to process information
• Advertising should be evaluated using
three dimensions
Product category
Stage of life-cycle
Target audience
Competition
Impact of marketing mix components
Comparison of Marketing
And Communication
Objectives
Marketing Communication
• Sales volume • Market segments the
• Market share company wants to target
• ROI • The products FAB
• Profit • The companies and
competitors brands.
• Ideas on how the brand
should be positioned
DAGMAR: Defining Advertising Goals for
Measured Advertising Results

1. Awareness – making the consumer aware

of the existence of the brand
2. Comprehension – developing and
understanding of what the product is and
what it will doe for the consumer
3. Conviction – developing a mental
disposition in the consumer to buy the
product.
4. Action – getting the consumer to purchase
product
Conclusion

Effective communication enables a company to

inform and build relationships with its
stakeholders. It is a two-way process enabling
stakeholders to interact with the company. ...
Enterprise uses a multi-channel approach to its
communication strategies to increase awareness
of its key messages.