Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Chapter 9

Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Communicating Effective Advertising and Promotional Messages 9.1Role of Communication 9.2Types of Communication 9.3Effective Advertising and Promotional Messages 2 CHAPTER 9

Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. 9.1 Role of Communication Goals Explain the components of the communication process. Explain the purposes of advertising and promotional communication. Terms communication encoding communication channel decoding noise feedback 3 CHAPTER 9

Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. The Communication Process CHAPTER 9 4

Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. The Communication Process The sender Encoding the message The communication channel The receiver Decoding the message Noise Feedback 5 CHAPTER 9

Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Purposes of Advertising and Promotional Communication Inform Persuade Remind 6 CHAPTER 9

Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. 9.2 Types of Communication Goals Explain why interpersonal communication is an important part of advertising and promotion. Describe other types of communication used by businesses. Terms interpersonal communication context agenda mass communication 7 CHAPTER 9

Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Interpersonal Communication The context of interpersonal communication Psychological context Relational context Historical context Environmental context Situational context Cultural context Oral presentations Planning the presentation Delivering the presentation 8 CHAPTER 9

Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Mass Communication and Internet Communication Mass communication Internet communication Blogs Facebook Twitter YouTube Online communities 9 CHAPTER 9

Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. 9.3Effective Advertising and Promotional Messages Goals Explain the four Cs of communication. Describe how to create effective advertising messages. Terms 4Cs Model voluntary attention hedonic needs involuntary attention unique selling proposition 10 CHAPTER 9

Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. The Advertising and Promotional Message The four Cs of communication Comprehension Connection Credibility Contagiousness Put the 4Cs in action 11 CHAPTER 9

Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Advertising That Makes an Impact What Is Effective Advertising? It is created from the consumer’s perspective. It finds a unique way to break through the clutter. It never overpromises and underdelivers. It does not allow creativity to overwhelm the marketing strategy. It works in conjunction with the other elements in the marketing strategy. 12 CHAPTER 9

Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Advertising That Makes an Impact Processing advertising messages Motivation to process advertising messages Opportunity to process advertising messages Ability to process advertising messages 13 CHAPTER 9