1. Marketing Communications
An Introduction

2. Marketing Communications Defined
The coordination and integration of all promotion tools and sources within an organization to maximize the impact on consumers and other end-users at minimal costs.

3. Components of Promotion
F I G U R E
Components of Promotion
Product
Price
Promotion
Distribution
Advertising
Sales Promotions
Personal Selling
Database
Marketing
Direct
Marketing
Sponsorship
Marketing
Internet
Marketing
Public
Relations

4. Factors Affecting the Value of IMC Programs
Development of information technology
Changes in channel power
Increase in competition (global competitors)
Maturing markets
Brand parity
Integration of information by consumers
Decline in effectiveness of mass media advertising

5. E X H I B I T Shoe Advertisements
Which advertisement attracts your attention the most?
Which advertisement is the least appealing?
How important is the brand name in each ad?
What is the message of each individual advertisement?
What makes each advertisement effective?
What are the pros and cons of each advertisement?
Skechers (
Reebok (
New Balance (
Asics (

6. Communications Theory
In order to understand marketing communications, one must not only understand marketing, but also understand some elements of communication theory.
Communication defined - the process by which individuals share meaning.

7. Information
Information is what is exchanged in the communication process
Information is described as a one-way process, whereas the communication process is regarded as two-way, a dialogue
Why do we try and obtain information before making a purchase?
A receiver-orientated view defines information as the “reduction of uncertainty” (Wersig 1974:73)

8. The Power of Information
Certain communication initiatives are “better” at eliciting information – i.e, personal selling, and forms of direct marketing and direct response marketing
Information is obtained through mutuality, sharing with other consumers – i.e., impact of word of mouth communications, and consumers knowledge and interactions.
Information is key to influencing and determining consumer choice decisions.

9. What’s Happening?

10. Communication Process: a linear model
Noise
Sender
Noise
Encoding
Channel
Decoding
Noise
Receiver
Feedback
Noise

11. Communication Noise in Television Advertising
F I G U R E
Communication Noise in Television Advertising

12. Advertising Clutter
Discussion Slide
How many ads were you exposed to during the last 24 hours from the following media?
Television
Radio
Magazines
Newspapers
Billboards
Internet Web sites
How many ads can you recall from each of the above media?

13. Kelman’s model of Message Source characteristics
These characteristics influence what we see, what we choose to see and listen to.
Source Credibility
Source Attractiveness
Source Power

14. Source credibility
Refers to the extent that receivers perceive the source as able and willing to give an objective opinion.

15. Source attractiveness
Occurs when the receiver identifies some type of relationship with the source and therefore adopts a similar position.

16. Source power
This is said to be present when the source of a message is able to reward or punish.

17. Any questions or comments?