1. Marketing Communications and Promotional Practice
The Communication Process

2. Communication Process
Effective exchange of information where both sides agree on the meaning of the message.

3. 1-step Communication Model
Encode
Decode
Sender Message Receiver
NOISE
Feedback Loop

4. 2-step “Diffusion” Communication Model
Sender Opinion Leader Receiver Receiver Receiver

5. Promotional Tools The Customer Personal Selling Branding Advertising
Sales Promotion
Sponsorship
Public Relations
The
Customer
Packaging
Merchandising
Corporate Image
Direct Marketing
Internal Marketing
Exhibitions
Word of Mouth

6. Marketing Communications Tools and Methods
Advertising
Sales Promotion
Public Relations
Media - Channels
Messages
Segmentation – Targeting – Positioning
Sponsorship
Endorsement
Packaging
Product Positioning
Personal Selling
Branding

7. Integrated Marketing Communications
Marketing Communications plus Marketing Promotional Practice
Defined as – see handout
The Payoff = SYNERGY

8. Integrated Marketing Communications 5 Key Features
Start with the customers/consumers/prospects
Use of relevant contact or touch point
Speak with a single voice
Build relationships
Affect behaviour

9. Integrated Marketing Communications Key factors TODAY
Reduced use of Mass Media
Increase in highly targeted communication methods
Heightened demands on communications agencies
Increased efforts to measure returns on investment
Demands of global distributors Supply chain pressures

10. Terminology
Belief
A thought that a person holds to be true

11. Changing the way people think
To change beliefs entirely
To change relative importance of existing beliefs
To develop new beliefs

12. Terminology Cognition Affectivity Conation
What people think about a product
Affectivity
What people feel about a product
Conation
What people actually do

13. Terminology
Attitude
A person’s enduring favourable or unfavourable cognitive evaluation, emotional feelings, and actions tendencies toward some object or idea

14. Perception Perception
Can be defined as a process by which people select and interpret stimuli into a meaningful picture

15. Perception Expectation, needs, and motives of the individual important
Individuals see what they want to see
Perceptions based on past experience and pre- conditioning
Selective attention
Heightened awareness of ads for items individuals are considering

16. Perception Exposed to 1000 advertisements per day Need to ‘filter’
‘Attention’ caught by:
Intensity & Size
Position
Contrast
Novelty
Repetition
Movement

17. Information Processing
Perception
Personality
Internal
information
processing
Attitudes
Learning
Environmental
Influences