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    Phuc Dinh
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    This document discusses key concepts in marketing communication including: 1. It outlines various marketing communication tools such as advertising, sales promotion, direct marketing, public relations, and internet marketing. 2. It explains the basic communication process of a sender encoding a message that is sent through a channel/media to a receiver who decodes the message. It notes the characteristics of the sender and groups that can be receivers. 3. It discusses the key aspects of a message including themes, style of expression, and how media are just the channels and do not influence the response, while tools aim to influence the response.

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    This document discusses key concepts in marketing communication including: 1. It outlines various marketing communication tools such as advertising, sales promotion, direct marketing, public relations, and internet marketing. 2. It explains the basic communication process of a sender encoding a message that is sent through a channel/media to a receiver who decodes the message. It notes the characteristics of the sender and groups that can be receivers. 3. It discusses the key aspects of a message including themes, style of expression, and how media are just the channels and do not influence the response, while tools aim to influence the response.

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    18 views2 pages

    MKT30122314

    Uploaded by

    Phuc Dinh
    This document discusses key concepts in marketing communication including: 1. It outlines various marketing communication tools such as advertising, sales promotion, direct marketing, public relations, and internet marketing. 2. It explains the basic communication process of a sender encoding a message that is sent through a channel/media to a receiver who decodes the message. It notes the characteristics of the sender and groups that can be receivers. 3. It discusses the key aspects of a message including themes, style of expression, and how media are just the channels and do not influence the response, while tools aim to influence the response.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
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    of 2

    MKT301

    Broad revision

    Tools : advertising
    Sales promotion : customer oriented
    Trade oriented
    Direct marketing
    Personal selling
    Public relation : general PR
    Publicity
    Cooperate advertising

    Internet marketing

    * the communication process :


    Sender / Source -> message - > Receiver (target audience)
    (channel)
    Media
    Feedback
    Responds

    In term of source, 3 characteristic : Source attractiveness, power, reliability

    In term of receiver we have a lot of group, but focus on : target customer, supplier,
    employee, employer, competitor, Public and marketing

    Sender encode the message


    Receiver decode the message

    Tools and Media

    *Media only focus on Channel *


    How many type of media ? - 3 type : printed , broadcast, support.

    In term of “message” : determine of theme, the main idea


    Abuse, attraction rationally and emotionally
    Execution style, the way to express the message.

    The final process of communication process is RESPONDS. and RESPONDS is the


    final result

    There are 3 levels of RESPOND :


    Cognitive ( lý tính, hay con gọi là mục đích nhận biết thương hiệu)
    Affective (cảm tính hay còn gọi là mục đích cảm nhận thương hiệu)
    Behavior

    There are 4 model discuss about RESPONDS , In chapter 5


    * Note : media don’t carry along the message therefore, media cant change the
    RESPONDS

    STEP to create communication Plan


    STEP 1: Introduction
    2: Situation analysis
    3: Objectives
    Fuking important to determine direction and SMART model only for recheck
    the objective

    In case of Media plan , the objective would relates to : Reach, frequency , coverage
    In case of TOOL , the objective focus on RESPONDS
    Learn to build the OBJECTIVE , For recall “ on class motherfucker”

    OBjective : focus on target market, and the influence group

    Awareness -> knowledge -> emotional -> behavior

    Objective determined question : Who ? What? How much (percentage) ? When? And
    How(which tools)?

    About the media plan : no message includes, no influence on RESPONDS. On the


    media term only focus on REACH, FREQUENCY and COVERAGE
    MEDIA is just like a blank message, no content includes.

    STEP 4: target audience


    Include multiple group, and the main group would be target market and other
    group in receiver
    STEP 5: PLAN / Campaign
    Creative strategy is message, and relates to TOOLS Plan.
    Timeline and budget:

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