2 • 2.1.

Overview of the
communication process
Communication • 2.2. Communication models and
strategy and plan elements in the communication
process
• 2.3. The concept and
characteristics of communication
strategy
• 2.4. Marcom planning process

2.1. Overview of the communication

process
Nature and characteristics:
• Communication is a process of creation and exchange of
information between the enterprise and the target market
and the public inside and outside the enterprise.
• Actors can be individuals and organizations with different
relationships and ways of exchanging information
• Can be carried out through different communication
media and channels.
• Understanding the communication process and its
elements is an important basis for developing and
implementing marketing communication programs.

2.1. Overview of the communication

process
Nature and characteristics:
• Info can be delivered directly or indirectly
• The communication process is always influenced by
many factors and forces, especially social institutions,
the direct public and related groups.
• A complicated process because it involves different
individuals and organisation (e.g., media service
providers, agencies, media law enforcement agencies,
etc.), requires studying communication media and
channels and influencing factors, using resources,
establishing and managing relationships inside and
outside the enterprise.

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2.1. Overview of the communication
process
Why study communication process?
• identify the conditions to achieve communication
goals
• basis for implementing communication activities
and establishing necessary relationships
• use resources more effectively
• choose and coordinate promotional tools and media
• basis for evaluating the effectiveness of
communication activities and detecting problems

2.2. Models of communications and elements

in the process of communications
• Linear model (or basic model)
• Influencer model (two-step model)
• Variation of influencer model (multi-step model)

Linear model of communications

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 Elements in Linear model of communications
•Sender: The party who wants to communicate certain information to another
party
•Encoding: The process of putting thought (i.e., an intended message) into
symbolic form
•Message: The set of symbols the sender transmits.
•Media: The mode of transmission. Communications channel(s) used to
convey the message to the intended receiver
•Decoding: The process by which the receiver assigns meaning to the symbols.
•Receiver: The party receiving the message sent by another party.
•Response is the reaction of the receiver after being exposed to the message
•Feedback is the part of the receiver’s response communicated back to the
sender
•Noise is the unplanned static or distortion during the communication process,
which results in the receiver’s getting a different message than the one the
sender sent.

Problems in the process of

communications
• Speak without being heard
• Listen without understanding
• Misunderstanding
• Distortion
• Unexpected outcomes
• ...
– Reasons: from actors, by context (language,
culture,...), by media & noise

Coca-cola Hello Happiness campaign

• https://www.youtube.com/watch?v=6pF55yy
0H3g (3 min)
• Analyze elements of the
communication process: sender
(source), receiver (target audiences),
message, media (channel).
• Results:
https://www.youtube.com/watch?v=DMMjht
Ul3Jk (1’-2’)

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 Influencer model (two-step model)

• The influencer model depicts information flowing via media channels to

particular types of people (opinion leaders and opinion formers) to whom
other members of the audience refer for information and guidance.
• Through interpersonal networks, opinion leaders not only reach members
of the target audience who may not have been exposed to the message,
but may reinforce the impact of the message for those members who did
receive the message (Figure 2.2).
 The mass media do not have a direct and all-powerful effect over their
audiences. The function of mass media is to provide information, personal
influences are necessary to be persuasive and to exert direct influence on
members of the target audience.

Influencer model (two-step model)

2-12

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 Multi-step variation of influencer model
• The multi-step model proposes that communications involve
interaction among all parties to the communications process (see
Figure 2.3).
• This interpretation closely resembles the network of participants who
are often involved in the communications process.

Interactional model
• The interactional model of communications attempts to
assimilate the variety of influences acting upon the
communications process. This includes the responses people
give to communications received from people and media (aka
‘interactional’ conversations).

• E.g., L’Oréal has gradually been adapting its slogan, ‘Because

I’m worth it’ to ‘Because you are worth it’ in the mid-2000s
and then in 2009 there was a further move to ‘Because we’re
worth it’, a recognition perhaps of the word ‘we’ as a key to
building customer relationships as it denotes stronger
consumer involvement in, and satisfaction with, L’Oréal.

Interactional model

Figure 2.4 depicts the complexity of communications in practice.

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 2.3. The concept and characteristics
of communication strategy
• “Strategy is not necessarily the same as planning. Strategy might be
considered as the purpose and direction of the organization, whereas
planning might be considered to be the articulation of the strategic
intent. So, strategy is about where an organization is heading and
planning is about the detail concerning how that strategy is to be
accomplished.”

• Communication strategy is the way businesses

communicate with target audiences to achieve
communication goals.
• or a set of activities carried out to achieve communication
objectives

2.3. The concept and characteristics

of communication strategy
• help business share information, inform, stimulate, and
persuade target audiences in a defined and controlled manner.
• specifies how information will be conveyed to achieve the
intended goal (right message, to the right person, at the right
time and in the right way).
• help business focus on target audiences, communication goals,
design messages and select communication channels to ensure
that the message is conveyed.
• provides clear and simple instructions in developing the right
message, helping to increase interaction between business and
target audience.

2.3. The concept and characteristics

of communication strategy

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 MC strategy interpretation 1:
Positioning strategies
• The positioning approach is derived from the
STP process.
• Targeted segments constitute the
environment and the context for a marketing
communications strategy and activities.
• Positioning is about audiences understanding
the brand’s core point(s) of difference.

MC strategy interpretation 2:
Audience strategies
• The audience approach is referred to as the ‘3Ps’ of marketing
communications strategy (also considered to be generic
strategies thanks to their breadth).
– Pull strategies – these are intended to influence end-user customers
(consumers and B2B).
– Push strategies – these are intended to influence marketing (trade)
channel buyers.
– Profile strategies – these are intended to influence a wide range of
stakeholders, not just customers and intermediaries.

MC strategy interpretation 2:
Audience strategies (cont.)
Pull strategy Push strategy

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 MC strategy interpretation 2:
Audience strategies (cont.)
• Profile strategy: focuses an organisation’s communications upon the
development of stakeholder relationships, corporate image and reputation.
• To accomplish and deliver a profile strategy, public relations, including media
relations, sponsorship and corporate advertising, become the pivotal tools of
the marketing communications mix.

Different audiences – different objectives

Pull strategies:
• Differentiate, Remind, Inform, Persuade (DRIP)
Push strategies:
• Make a difference so that intermediaries can understand the
positioning of the product
• Remind and reassure the distributor about the quality or
usefulness of the product or the manufacturer
• Provide information to distributors or retailers so they can
provide the right level of support service
• Persuade intermediaries to stockpile goods, provide facilities, and
give priority compared with other suppliers

Different audiences – different objectives

Profile strategies
• used for communicating about the organization instead of the
product.
• used for disclosing organizational performance or policies to
attract investors and/or employees.
• 3 elements of company profile communication strategy:
 Corporate personality reflects corporate culture
 Corporate identity is the external reflection of the organization
 Corporate image is the image or reputation of an organization
in the public eye

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 MC strategy interpretation 3:
Platform strategies
• The platform approach can be advertising-led (around a creative idea),
brand-led (around a core brand characteristic) or take the form of a
participatory platform.
• Many organisations, in conjunction with their agencies, determine a
strategic theme or platform to anchor their brands. These platforms
concern the essence of the promise a brand makes to its customers. For
example, happiness (Coca-Cola), safety (Volvo – cars), whiteness (Persil –
washing powder), winning mentality (Nike), extra-long life (Duracell –
batteries), value (Aldi and Lidl – supermarkets), reliability (Kia – cars),
adrenalin rush (Red Bull), etc.
• Marketing communications strategy should be developed thematically and
consistently around an agreed core theme, or a platform.

MC strategy interpretation 4:
Configuration strategies
• The configuration approach to marketing communications
strategy gives emphasis to the structural aspects associated
with the design of a message, and the way it is conveyed and
received.
• This approach seeks to maximise the effectiveness of a
communications activity by matching goals and resources
with an audience’s needs.
• This approach to communications strategy involves the
configuration of four facets of communications: the
frequency, direction, modality and content of
communications.

MC strategy interpretation 4:
Configuration strategies (cont.)
• Frequency: amount of information being provided
• Direction of communications: horizontal and vertical movement
of communications within a network (unidirectional or
bidirectional?)
• Modality: method used to transmit information (formal, planned
and regulated, or informal, unplanned and spontaneous, such as
word-of-mouth communications and water-cooler conversations).
• Content: what is said. (Use of direct vs. indirect influence
strategies. Direct strategies are designed to change behaviour by
specific request, i.e., recommendations, promises and appeals to
legal obligations. Indirect strategies attempt to change another
person’s beliefs and attitudes through information exchange of
social networks and online communities.)

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 2.4. Marcom planning process

1. 3. 5. Propose
4. Develop
Determine 2. Set Determine a detailed
a
target objetives Customer action
Big idea
audiences insights plan

1. DETERMINE TARGET AUDIENCES

1. DEFINITION
- The receiver is the person who receives the
communication message
- Target audiences (TA) are individuals or groups that the
enterprise's communication activities are aimed at and
want to influence.
2. HOW TO FIND TARGET AUDIENCES:
- For businesses that have already conducted market
research: screen the target audience according to the
available data provided by market research
- For businesses that have not conducted market research
yet: based on information about the target customers
(defined by the enterprise’s managers) =>
Communication tasks: need to clarify the persona of the
target customers (TA)

1. DETERMINE TARGET AUDIENCES

3. TYPES OF TARGET AUDIENCES:

Target audiences

Current Customers of
customers competitors
Influencer
Potential
group
customers

Approach:
(1) Clarify the profile of potential customers
(2) Who is their influencer group, how much influence do they receive
(3) Do current customers influence the decisions of potential customers?
(4) Does a competitor's customers have a (negative) influence on a potential customer's decision?
(5) What are demographic, behavioral, and psychological characteristics of potential customers
in the same group?

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 CUSTOMER PROFILE/ PERSONA
TARGET CUSTOMERS

INFORMATION TO COLLECT:
1. Demographic characteristics: age, gender, income , place of residence,
occupation , education , country, nationality, etc.
2. Psychological characteristics : expectations, frustrations, etc.
3. Behavioral characteristics: receive information (which channel, purpose of use ,
time of use ,etc.),
4. Characteristics of buying behavior: buying selection criteria, where and when to
buy, influencers, etc.
PRESENTATION FORM:
Profile (Customer Persona) for customers
The profile of the customer should have a picture of the customer and a hypothetical
name suitable to the stated demographic characteristics

2. SET COMMUNICATION OBJECTIVES

Some models of communication message design

(1) AIDA model (2) AISAS Model (3) 5A Model

1. Attention 1. Attention 1.Aware
2. Interest 2. Interest 2.Appeal
3. Desire 3. Search 3.Ask
4. Action 4. Action 4.Act
5. Share 5.Advocate

2. SET COMMUNICATION
OBJECTIVES
Objectives according to AIDA Metrics (eg., on digital
channels)
Increase Brand awareness
Reach, followers,
visitors...
Increase TA
engagement Engagement (likes ,
comments)
Increase
potential
customers Number of leads
(leads)
Increase
business
revenue / % increase in
sales revenue, sales

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 2. SET COMMUNICATION
OBJECTIVES

Example :
100% increase in
brand awareness
for product X in
the last 3 months
of 2022.

Increase sales of
product X by 20%
in the last 3
months of 2022 .

STAGE Objective Metrics KPIs Unit Freque Novem Decem Janua

ncy ber ber ry
/2023
Attention Improve the brand Traffics of website 90,00 visit 1 25,000 30,000 35,00
awareness in TA by 0 time/w 0
100% eek
Reach on Facebook 187,5 view 1 75,000 65,000 47,50
00 time/w 0
eek

3. CUSTOMER INSIGHT
1. To find Customer Insight, it is necessary CUSTOMER
to go through INTERVIEWS, INSIGHT
OBSERVATIONS => understand the
customer.
Company
2. Using the 3C model to understand the (Brand)
Category
truth
industry, brand and customer truth
- Company (Brand) truth: The brand's
view of an aspect or issue in that Customer
truth
industry. Brand Truth is built from the
outstanding feature of the product,
meeting an important need of the target
customer

- Category truth: The nature of the

industry, the characteristics of the
industry that consumers consider as
strengths/ barriers

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 3. CUSTOMER INSIGHT

Can the industry

meet that need?

Build interview questions to find insight?

3. CUSTOMER INSIGHT

Insight evaluation criteria:

1. Short, simple, straightforward : Concise, clear, easy to
understand, helps the brand convey the message effectively.
2. Relevant : Is an issue that consumers really care about, and
is closely related to the industry & business
3. Fresh : Brings a really new perspective
4. Distinctive : Insight needs to be different, not similar to the
insight that has been exploited by other businesses
5. Actionable : Helping businesses solve business problems
*Insight needs to bring an emotional element to make consumers
change their perception and actions towards brands and
industries

4. BIG IDEA
BIG IDEA = overarching message, reinforcing all elements of the media
campaign to influence the target audience
(big idea is a combination of insight and what the brand brings to customers)

Approach Implementation For example

Based on unique The message should be towards “Buy this product and Colgate Total – exclusive
selling point you will get this benefit”. The content of the message is formula to reduce
(USP) something that the competitors cannot do. bacteria for 12 hours

Create a brand Use strong, easy-to-remember images (Suitable for Malboro cigarettes –
image products that are difficult to differentiate in function cowboy image – healthy
and effectiveness compared to the products of character, individualism
competitors)
Based on benefits Based on the benefits and characteristics of the Trung Nguyen Legend –
and product can create benefits for consumers Energy coffee, life
characteristics of changing coffee
the product
Positioning Based on the specific product "positioning" in the Kangaroo – The leading
customer's mind (positioning by product water purifier in Vietnam
characteristics, price/quality, usage characteristics,
users of the product, type of product)

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 4. BIG IDEA

Example : Colgate – Big idea based on brand

image

“Natural
Colgate – Let
your natural
smile shine”

4. BIG IDEA
Grow Big ideas into contents (key
messages) “Natural Colgate – Let your natural smile shine”
Stage Key messages

Attention "How long has it been since you forgot how beautiful
you are when you smile"
Interest “Colgate – gives an instant whitening effect”

Desire “Colgate helps bring back a confident, radiant white

smile”
Action “Let's spread natural smiles everywhere with Colgate
today”

4. BIG IDEA

Big idea evaluation criteria

Ability to change Short, simple,

consumer
attitudes, beliefs,
easy to Unique
and behaviors remember

Can be “owned” Has the ability

(from brand Attractive to spread
positioning) naturally

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 5. IMPLEMENTATION PLAN
ACTION PLAN ACCORDING TO THE CHOSEN COMMUNICATION MODEL
Stage Key Work Media Execution Result Personnel Estimated
messages channel time allocation cost
Attention "How long The clip 200,000,0
has it reached … 00
been since views on
you forgot Facebook,
how … views on
beautiful Tiktok
you are
when you The post
Facebook, October 1 -
smile" reached …
Website October 30
views

The article
on the
electronic
newspaper
reached …
views
Interest

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