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communication with reference to advertising

communication with reference to advertising

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Published by survish

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Categories:Types, School Work
Published by: survish on Feb 21, 2011
Copyright:Attribution Non-commercial

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02/14/2014

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Table of context
 
Sr.no.Particulars1. Communication process with reference to Advertising2. Models of Communication3. Integrated Marketing Communication4. DAGMAR 5. Advertising6. Advertising agency-Structure, Functions & Evaluation
 
1.
 
Communication Process with reference to Advertising
Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideals, or services. It includes the name of a product or service and how that product or service could benefit the consumer, to persuade atarget market to purchase or to consume that particular brand. These brands are usually paid for or identified through sponsors and viewed via various media. Advertising can also serve tocommunicate an idea to a large number of people in an attempt to convince them to take a certainaction. Commercial advertisers often seek to generate increased consumption of their products or services through branding, which involves the repetition of an image or product name in an effort toassociate related qualities with the brand in the minds of consumers. Non-commercial advertisersthat spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Nonprofit organizationsmay rely on free modes of persuasion, such as a public service announcement.Modern advertising developed with the rise of mass production in the late 19th and early 20thcenturies. Mass media can be defined as any media meant to reach a mass amount of people.Different types of media can be used to deliver these messages, including traditional media such asnewspapers, magazines, television, radio, outdoor or direct mail; or new media such as websites andtext messages. Advertising may be placed by an advertising agency on behalf of a company or other organization.
Communication Process
Communication is a process whereby information is enclosed in a package and is channeled andimparted by a sender to a receiver via some medium. The receiver then decodes the message andgives the sender a feedback. All forms of communication require a sender, a message, and anintended recipient; however the receiver need not be present or aware of the sender's intent tocommunicate at the time of communication in order for the act of communication to occur.Communication requires that all parties have an area of communicative commonality. There areauditory means, such as speech, song, and tone of voice, and there are nonverbal means, such as body language, sign language, paralanguage, touch, eye contact, through media, i.e., pictures,graphics and sound, and writing.Modern marketing calls for more than developing a good product, pricing it attractively andmaking it accessible to target customers. Companies must also communicate with their present and potential customers. Every company is inevitably cast into the role of communicator and promoter.
 
W
hat is communicated, however, should not be left to change. To communicate effectively,companies hire advertising agencies to develop effective ads; sales promotion specialists to designsales incentive programs and public relations firms to develop the corporate image. They train their sales people to be friendly and knowledgeable. For most companies, the questions are not whether to communicate but rather what to say, to whom, and how often. A modern company manages acomplex marketing communications system. The company communicates with its middlemen,consumers and various publics. Its middlemen communicate with their consumers andvarious publics. Consumers engage in word-of-mouth communication with other consumers and publics. Meanwhile each group provides communication feedback to every other group.The marketing communication mix (also called the promotion mix) consists of four major tools:
y
 
Advertising:
Any paid form of nonpersonal presentation and promotion of ideals, goods or services by an identified sponsor.
y
 
S
ales Promotion:
Short-term incentives to encourage purchase or sale of a product or service.
y
 
Publicity:
 Nonpersonal stimulation of demand for a product, service or business unit by planting commercially significant news about it in a published medium or obtainingfavorable presentation of it upon radio, television or stage that is not paid for by the sponsor.
y
 
Personal
S
elling:
O
ral presentation in a conversation with one or more prospective purchasers or the purpose of making sales.Marketers need to understand how communication works.Some years ago a communication model will answer:
y
 
W
ho,
y
 
Says what,
y
 
In what channel,
y
 
To whom,
y
 
W
ith what effect.
O
ver the years, a communication model with nine elements has evolved, that shown in figure 8.Two elements represent the major parties in a communication
 sender 
and
receiver.
Another tworepresent the major communication tools
message
and
media.
Four represent major communicationfunctions
encoding, decoding, response
and
 feedback 
.The last element represents
noise
in thesystem.

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