Communication is the unique tool that marketers use to persuade consumers to act in a disired way (eg.

, to vote, to make a purchase, to patronize a retail store )

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Communication takes many forms

It can be verbal (either written or spoken) It can be visual (an illustration , a picture , a product demonstration) It can be symbolic represented

(Eg.,a memorable logo, premium packing. ets)

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Forms of Communication

Verbal Written Non-Verbal

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VERBAL COMMUNICATION

Communication in the form of words which are spoken Communication expressed in words orally. Most commonly used form of communication in an organization. Examples are :

personal one-to-one conversations conversations

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telephone 5/7/12

WRITTEN COMMUNICATION
Communication in the form of words which are written rather than spoken. It is well structured. Comes after serious practice and careful thoughts Includes Report, Letter, Memo,55 Email

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NON VERBAL COMMUNICATION

It can be defined as communication that involves neither written nor spoken words but takes place without the use of words. It is concerned with such things as body movements, space, time, voicetone, etc.
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Non -Verbal signals are unconscious parts of our behavior which is a deeply rooted part in our entire makeup.

Nonverbal communication may convey richer information than that of verbal communication. Sometimes, it can send messages 5/7/12 independently, and in many 77

BASIC COMMUNICATION MODEL

MESSAGE

SENDER

MEDIUM/CHANNEL MEDIUM/CHANNEL

FEEDBACK

RECEIVER

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Sender /Message Initiator

He is the sponsor or initiator of the message He must decide what the message should convey and whom it should be sent and then must encode the message Senders can select appropriate medium/channel for the better communication
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They can use words, picture ,symbol, spokesperson, and special channels They can buy space or time in carefully selected media or advertise broadcaster their message

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Credibility of the source

Credibility of the source affects the decoding the message The source of the communication his /her perceived honesty and objectivity has an enormous influence on how communication is accepted by the receiver

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The target audience /The Receivers

The receiver of formal communication is likely to be a targeted prospect or a customer (Eg: member of the marketers target audience) There are also many intermediary and unintended audiences for marketing communication

Eg: wholesalers , distributors 5/7/12 1212 &retailers

The Medium
Medium of communication channel, can be impersonal ( e.g. mass medium) or interpersonal. Mass medium (impersonal) is generally classified as : - print (newspapers, magazines, billboards - broadcast (radio or television) - electronic (internet) . Interpersonal medium a formal conversation between a salesperson and a customer, or an informal conversation between two or more people that takes place face-to-face , by telephone, by mail 5/7/12 online. 1313 or

The Message
The message can be verbal ( spoken or written) Non-verbal ( a photograph, an illustration, or symbol) or combination of the two. A verbal message, whether it is spoken or written, can usually contain more specific product ( or service) information than a nonverbal message. However a verbal message combined with a nonverbal message 5/7/12 1414 is often more persuasive than either

Marketers often try to develop logos or symbols that are associated exclusively with their products and that achieve high recognition. - For example Coca cola company has trademarked both the word Coke in a specific typographic style and the shape of the traditional Coke bottle.

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Feedback
Is an essential component of both interpersonal and impersonal communications. Prompt feedback permits the sender to reinforce , change or to modify the message to ensure that it is understood in the intended way. It is easier to obtain feedback (both verbal and non-verbal) from interpersonal communications than impersonal communications. - For e.g.. Good salespeople , usually is alert to nonverbal feedback provided by the 5/7/12 1616 prospective consumer in the form of facial

In order to create persuasive communications, the sponsor (who may be individual or company) must first establish the objectives of the communications. Then select the appropriate audiences for the message and the appropriate media through which to reach them Then design ( encode ) the message in a manner that is appropriate to 5/7/12 1717 each medium and to each audience.

Designing Persuasive Communications

Designing Persuasive Communications contd

Communications Strategy . The sponsor must establish the primary communications objectives. . These communication objectives might consist of : - creating awareness of a service - promoting sales of a product - encouraging ( or discouraging) certain practices - attracting retail patronage - creating goodwill or a favorable image - any combination of these and other 5/7/12 1818 communication objectives.
1.

Designing Persuasive Communications contd

2. Target Audience

An essential component of a communications strategy is selecting the appropriate audience. It is important to remember that an audience is made up of many individuals large numbers. Each individual has his or her own traits, characteristics, interests, needs, experience, and knowledge, It is essential for the sender to segment the audience into the groups that are 1919 5/7/12 homogeneous in terms of some relevant

Designing Persuasive Communications contd

3. Media Strategy Media strategy is an essential component of a communications plan. Media organizations regularly research their own audiences in order to develop descriptive audience profiles. A cost effective media choice is one that closely matches the advertisers consumers profile to a mediums audience profile. Before selecting specific media vehicles, advertisers must select general media categories that will enhance the message that they want to convey. 5/7/12 2020 The media vehicle the marketer selects

Designing Persuasive Communications contd

3. Message strategies The message is the thought, idea, attitude, image or other information that the sender wishes to convey to the intended audience. It is important to encode the message in a form that will enable the audience to understand its precise meaning , the sender must know exactly what he is trying to say and why ( what the objectives are 5/7/12 2121 and what the message is intended to

Designing Persuasive Communications contd

4. Message Structure and Presentation

Decisions that marketers must make in designing the message include the use of :

resonance, positive or negative message framing, one-sided or two sided messages, comparative advertising, and the order of presentation.
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THANKYOU

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