wk3-LO 1 - Intro-2-Mkt Coms-APB PDF

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INTRODUCTION TO MARKETING
COMMUNICATIONS
Wk3-L01
Scope of Markeing Communicatios-Wk3
TA-AMEN
TA-AMEN
UNDERSTANDING THE SCOPE OF MARKETING

COMMUNICATIONS
Week3.1
MARKETING COMMUNICATIONS-LO.1
Learning Objectives
By the end of this session would be
able to define and explain :
Marketing Communications
Marketing communication
process
Success criteria
Definition:
Communication process:
- nature and components of
marketing communications,
models of communication.
- models of communication
- selection and
implementation process
- consumer buying decisionmaking process
TA-AMEN
WHAT'S THE DIFFERENCE BETWEEN

ADVERTISING AND PROMOTIONS ?
Pair discussion for 5 mins
Working in groups of 3 or 4
TA-AMEN
LET'S WATCH A VIDEO.
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DIFFERENCE BETWEEN
ADVERTISING & PROMOTION
The basic difference between advertising and
promotion is that advertising is strategically
more long term, turning the consumer
towards the brand by creating positive brand
attitude, while promotion is more short term,
focusing on immediate sales.
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WHAT IS ADVERTISING?
Definition:
The activity or profession of producing

information for promoting the sale of
commercial products or services.
Source: http://www.businessdictionary.com/definition/advertising.html
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ADVERTISING- FEEL
THE COCOA POWER LADIES
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DEFINITION(CONT)
A paid for information in the newspapers, on
the trains, television, radio, internet or social
media ( facebook, twitter, whatsapp, viber
etc.) in order to encourage, persuade,
manipulate or entice users or a group of users
(viewers, readers or listeners) to buy a product
or service.
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REVENGE ON THIRST
ADVERT
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ADVERTISING(CONT.)
Advertising is an element of the promotional mix. Promotional
mix usually consists of five elements i.e. advertising, direct
marketing, sales promotion, public relations and personal selling.
The Institute of Practitioners in Advertising (IPA), the body which
represents advertising agencies, defines advertising as:
"The means of providing the most persuasive possible selling
message to the right prospects at the lowest possible cost".
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WHAT IS PROMOTION?
Definition: Promotion is a part of a firms overall efforts
to communicate with consumers and others about

product and service offering........................In a sense,
all marketing communication activity is a form of
promotion that in one way or another attempts to
the interest of the brand, product range and/or
company. (Lancaster & Reynolds, Marketing, 2004,
page 270)
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PROMOTION
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SALES PROMOTION
Definition:
Sales promotion refers to a different sort of

advancement. A sales promotion entails the features
- via advertising and/or a discounted price - of a
particular product or service.
Source:http://www.investopedia.com/terms/p/promotion.asp#ixzz3m6T2e0TU
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PROMOTION
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MARKETING COMMUNICATION
Marketing communication or promotion is one of the
elements of the marketing mix and is responsible for putting
the marketing offer to the target market. It is the planned
and integrated communication activity that communicates
with an organisations stakeholders (Fill, C., 2002)
It is not enough to have good products sold at attractive
prices. To generate sales and profits, the benefits of
products have to be communicated to customers. This is
where promotion plays a vital role.
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COMMUNICATION
Definition:
Communication is the passing of messages from one person or
groups of people to another. It is a process which usually involves the
following:
Transmitter The sender of the message
Recipient The receiver of the message
Medium The method by which the message is sent
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METHODS OF COMMUNICATION
Type of Communication Examples / Channels
Advantage
Disadvantage
Verbal
Telephone Calls,
Meetings, Conversations
Presentation
Quick to inform and to

get feedback
No permanent record of
info (people forget)
Written
Letters, E-mails, Faxes,

Memos, Reports, Notice
Boards
Permanent Record
(people can re-read the
info)
Feedback or answers can

be difficult to obtain
Visual
Charts, Graphs, Films,

Posters, Body Language
Complicated info can be

summarised so message
is received quickly
People may interpret

images in different ways
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WHAT INFLUENCES GOOD

COMMUNICATION?
The attitudes of the sender and the receiver.
Their knowledge of the subject-matter being communicated.
What is being communicated sending instructions, giving advice.
How it is being communicated the suitability of the communication
medium.
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BARRIERS OF COMMUNICATION
Complex language
Unsuitable medium
Length of message (too short or too long)

Bias on the part of the sender or receiver
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COMMUNICATION MODELS
source
message
Reciever
The above is a very simple model of communication which consists of three

elements.
Activity for the students: Is the model too simplified? What potential
problems can we identify with this model?
TA-AMEN
MODEL OF SHANNON & WEAVER

(1958)
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INDIVIDUAL / GROUP ACTIVITY

Carry out a research and give an in-depth description of
the stages in the Shannon and Weaver model
List any other examples, select one of the communication
models and compare it with the Shannon and weaver
model and please justify your choice
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TUTORIALS
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THE PURCHASE DECISION-MAKING

PROCESS
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THE PURCHASE DECISION-MAKING

PROCESS
Understanding the stages buyers pass through and the
influencing factors helps identify what information
consumers require, and when and how they use it.
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IN CLASS ACTIVITY:
BRAINSTORMING
What are some of the things that drive or triggers customers or your buying
behaviour?
In groups consisting of 4 or 5 students when the class is large.
In groups of consisting of 3 students when the class is less than 15
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PURCHASE DECISION-MAKING
PROCESS
Step 1: Problem identification
Purchase-decision processes are triggered by unsatisfied needs or

wants.
We tend to focus on those needs that are the strongest.
A need can become stronger and be brought to our attention by a
deterioration of our actual state or an upward review of our ideal state.
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CONT.
Step 2: Information search
People seek additional information about alternative

brands until they perceive that the costs of obtaining
more information are equal to the additional value or
benefit derived.
Psychological costs involved in searching for information.
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CONT.
Sources of information: Personal sources, commercial sources & public
sources of information.
Commercial sources perform an informing function for

consumers.
Personal and public sources serve an evaluating and
legitimizing function.
The Internet is reducing the opportunity costs of
information gathering
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CONT.
Step 3: Evaluation of alternatives
Consumers simplify their evaluation in several ways.
They focus on their evoked (suggested) set
(position/situation).
They evaluate each of the brands in the evoked
set on a limited number of product dimensions or
attributes.
They combine evaluations across attributes, taking
into account the relative importance of those
attributes.
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CONT.
Step 4: Purchase
Consumers usually select the source they perceive to be best on

those attributes most important to them. Consumers make the
purchase.
Step 5: Post purchase evaluation
The persons expectation level and evaluation of how well the
product actually did perform.
The evaluation feeds back into memory where it can be recalled for
a similar decision.
Consistent positive experiences can ultimately lead to brand loyalty.
TA-AMEN
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INFLUENCES ON CONSUMER DMP
INFLUENCES:
35
Culture: Consumers very often buy products and services

due to their cultural background.
Religion: Many consumers around the world will or will not
buy certain products due to their religious beliefs. For
example, Christians buying and wearing Cross is
influenced by their religion. Likewise, Muslims refraining from
buying any alcoholic products is another example of
religious influence on buying decision.
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CONT.
Opinion formers: These people tend to be experts such as
travel journalists and their messages are seen to be more
believable than a travel advertisement.
Opinion leaders: They tend to be from ones own peer
group who may have an interest in a topic. Alternatively,
they could be members of pressure groups or celebrities
who are admired by particular target audiences. They can
be like an individual celebrity e.g. Madonna, David
Beckham, Messi and a band like the Spice Girls or the
consumers immediate family members.
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CONT.
Life style: The life style of consumers also has an impact on
buying decision. No doubt that the life style of a celebrity is
different from an ordinary customer. For instance, for a trip from
London King Cross to Scotland in 2011, both Angelina Jolie &
Brad Preet along with their children and bodyguards hired a full
Virgin train which was estimated to cost them 40,000. An
ordinary consumer may never be able to do it.
Activity for the students: In this stage of the lesson, the learners
will participate in an activity (Mini case study about Jeffrey and
Jennifer ).
TA-AMEN
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HIERARCHY OF EFFECTS MODEL
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HIERARCHY OF EFFECTS
The hierarchy of effects model was developed in 1961 by
Robert J Lavidge and Gary A Steiner. This marketing
communication model, suggests that there are six steps
from viewing a product advertisement (advert) to product
purchase. The job of the advertiser is to encourage the
customer to go through the six steps and purchase the
product.
TA-AMEN
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HIERARCHY OF EFFECTS
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READING AND PRESENTATION TASK

Read handout on the Hierarchy of Effects Model and do the
following
Get into groups. Each group will write and present an
explanation for each section of the model.
5 mins to read
10 mins to write presentation
5 mins to present
TA-AMEN
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INTEGRATED MARKETING
COMMUNICATION
Integrated Marketing Communication (IMC) is an approach
to brand communications where the different modes work
together to create a seamless experience for the customer
and are presented with a similar tone and style that
reinforces the brands core message. Its goal is to make all
aspects of marketing communication such as advertising,
sales promotion, public relations, direct marketing, personal
selling, online communications and social media work
together as a unified force, rather than permitting each to
work in isolation, which maximizes their cost effectiveness.
(Clow)
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DEVELOPING IMC
Developing an integrated marketing communication strategy involves the following:
Selecting and implementing the right communication mix of marketing channels

and methods.
No single marketing channel -- newspaper, billboards, radio, television or the
Internet -- dominates the consumer experience, which means the channel mix must
be adjusted to respond to the needs of the market segments and changes in the
competitive environment.
The selection of communication methods depends on several factors, including the
size of the market, the product and the advertising budget.
Funding decisions may be based on past sales levels, competitor expenditures and
other factors. The budget also determines the selection of channels.
TA-AMEN
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CLASS RECAP:
Define the following;
Promotion
Advertising
What is meant by the Hierarchy of Effects ?
Name 3 of the effects and give their positions on the list.

What are some of the barriers to communication
Name some of the elements listed in Shannon and and Weavers
communication process.
TA-AMEN
SUMMARY-PURPOSE OF
ADVERTISING
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REFERENCES
Amenonyoh Tatah, (2013), LSST-Lecture Notes
Kotler, P. and Armstrong, G. (2014), Marketing Principles. 15thedition.
Harlow, Pearson. ISBN-10: 0273786997 ISBN-13: 9780273786993
Cunningham Susan S,(2012),LSST-Lecture Notes
www.businessdictionary.com/definition/advertising.html
http://www.biblicallifeassembly.org/library/weekly.html
www.youtube.com/watch?v=4BWKX4O6sF8
www.123rf.com/stock-photo/sales_promotion.html?mediapopup=27548953
TA-AMEN

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1

Scope of Markeing Communicatios-Wk3

UNDERSTANDING THE SCOPE OF MARKETING

Scope of Markeing Communicatios-Wk3

WHAT'S THE DIFFERENCE BETWEEN

Scope of Markeing Communicatios-Wk3

LET'S WATCH A VIDEO.

Scope of Markeing Communicatios-Wk3

Scope of Markeing Communicatios-Wk3

The activity or profession of producing

Scope of Markeing Communicatios-Wk3

Scope of Markeing Communicatios-Wk3

Scope of Markeing Communicatios-Wk3

Scope of Markeing Communicatios-Wk3

to communicate with consumers and others about

Scope of Markeing Communicatios-Wk3

Scope of Markeing Communicatios-Wk3

Sales promotion refers to a different sort of

Scope of Markeing Communicatios-Wk3

Scope of Markeing Communicatios-Wk3

Scope of Markeing Communicatios-Wk3

Quick to inform and to

Letters, E-mails, Faxes,

Feedback or answers can

Charts, Graphs, Films,

Complicated info can be

People may interpret

Scope of Markeing Communicatios-Wk3

WHAT INFLUENCES GOOD

Scope of Markeing Communicatios-Wk3

Length of message (too short or too long)

Scope of Markeing Communicatios-Wk3

The above is a very simple model of communication which consists of three

MODEL OF SHANNON & WEAVER

Scope of Markeing Communicatios-Wk3

INDIVIDUAL / GROUP ACTIVITY

Scope of Markeing Communicatios-Wk3

Scope of Markeing Communicatios-Wk3

Scope of Markeing Communicatios-Wk3

THE PURCHASE DECISION-MAKING

THE PURCHASE DECISION-MAKING

Scope of Markeing Communicatios-Wk3

In groups consisting of 4 or 5 students when the class is large.

In groups of consisting of 3 students when the class is less than 15

Scope of Markeing Communicatios-Wk3

Scope of Markeing Communicatios-Wk3

Purchase-decision processes are triggered by unsatisfied needs or

Scope of Markeing Communicatios-Wk3

People seek additional information about alternative

Scope of Markeing Communicatios-Wk3

Commercial sources perform an informing function for

Consumers usually select the source they perceive to be best on

Scope of Markeing Communicatios-Wk3

INFLUENCES ON CONSUMER DMP

Culture: Consumers very often buy products and services

Scope of Markeing Communicatios-Wk3

Scope of Markeing Communicatios-Wk3

HIERARCHY OF EFFECTS MODEL

Scope of Markeing Communicatios-Wk3

Scope of Markeing Communicatios-Wk3

READING AND PRESENTATION TASK

Scope of Markeing Communicatios-Wk3

Selecting and implementing the right communication mix of marketing channels