SUBJECT:

MARKETING COMMUNICATIONS

Dr. Amal BEN CHEIKH

Assistant professor at APBS
Marketing Researcher
Applied Research in Business Relationships and Economics
ISG, Tunis
amal.bencheikh@apbs.tn

2020/2021
 CHAPTER 1: THE CONTEXT OF
MARKETING COMMUNICATIONS
Dr. Amal BEN CHEIKH
Assistant professor at APBS
Marketing Researcher
Applied Research in Business Relationships and Economics
ISG, Tunis
amal.bencheikh@apbs.tn

2020/2021
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 COURSE PLAN

Introduction to
marketing
communications

Managing
Marketing
communications
The marketing
communications
mix

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 Introduction to marketing
communications
 Introducing marketing communications
 Types of marketing Communications
 Audience insight
 Marketing communications strategies

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 CHAPTER 2:INTRODUCING
MARKETING COMMUNICATIONS
Dr. Amal BEN CHEIKH
Assistant professor at APBS
Marketing Researcher
Applied Research in Business Relationships and Economics
ISG, Tunis
amal.bencheikh@apbs.tn

2020/2021
 Learning objectives

1. marketing communications and the exchange process

2. discuss the scope, role and tasks of marketing communications

3. Explain the relationship between marketing communications and

audience engagement;

4. define marketing communications and its determinants

5. Describe the characteristics of the marketing communications

mix

6. evaluate the reasons why the configuration of the marketing

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communications mix varies.Copyright APBS 2012 © 9
 …?
Have you ever considered how organisations
use communications to reach and engage
with their various audiences?

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 Reach … Engage ?

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 Integrated marketing strategy?

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 Section 1: Tasks of marketing
communications
•INFORM (educate/make aware)
•PERSUADE
•REMIND (Reinforce/reassure)
•DIFFERENCIATE (position/create standout )
DRIP tasks
 Design the DRIP of a company…?

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 Section 2: Mkt Communication ?
Marketing communications is a management process through
which an organization seeks to engage with its various
audiences. To accomplish this, the organization develops,
presents and evaluates a series of messages, which it sends to
and receives from its different audiences.
The objective of this process is to (re)position the organization
and its offerings in the minds of particular audiences and in
doing so encourage the development of relationships that are
of mutual value.

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 Mkt Communication ?
Example of marketing communication page 9.

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 Marketing communications?

Marketing communications is an audience-

centred activity designed to encourage
engagement between participants.

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 It is about…
Communication and promotion of a brand
with customer audiences,

 The organization and the development of

relationships with various stakeholder
audiences.

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 Section 3: Marketing communications and
the environment

Communication is a certain and simple activity?

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 Marketing communications and the
environment

No,
 Complexity + uncertainty

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 Marketing communications and the
environment

• Information processing by audiences

• Environmental influence

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 Marketing communications and the
environment

• The degree of control of environmental (external)

influences.
• Uncontrollable forces
A need to anticipate (forecasts).
Internal influences?!  the degree of control?

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 Marketing communications and the
environment

• Influences that shape marketing

communications. P 11

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 Marketing communications and the
environment

External Intermediate Internal

? ? ?

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 Marketing communications and the
environment

External Intermediate Internal

PESTG Customers/suppliers/ Strategy
competitors/ Culture
intermediaries/agencies Resources

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 Marketing communications and the
environment

External Intermediate Internal

Social Exp? Exp?
forces
(ex p13)

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 Section 4: The marketing communications
mix
• There are five principal marketing
communications tools: Fig 1.1 p15
 advertising,
 sales promotion,
 public relations,
 direct marketing and
 personal selling.

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 Section 4: The marketing communications
mix

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 Section 4: The marketing communications
mix
The Internet and digital technologies have
enabled new interactive tools of communications.
The role of the receiver ( participatory
communication)
 consumers: representatives.

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 Section 4: The marketing communications
mix

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 Section 4: The marketing communications
mix

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Characteristics of the communication tools

• Credibility
• Cost

• Control

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 Section 4: Effectiveness of the
communication tools
The effectiveness of each tool can be tracked
against the purchase-decision process. Here
consumers can be assumed to move from a state
of unawareness through product comprehension
to purchase. Advertising is better for creating
awareness, and personal selling is more effective
at promoting action and purchase behaviour.
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 Section 5: how to select the communication tool?

Selection criteria:
 The degree of control required over the delivery of
the message;
 The financial resources available to pay a third party
to transmit messages;
 The level of credibility that each tool bestows on
the organization;
 The size and geographic dispersion of the target
audiences.
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 Section 6: differences in com.config

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 Thank you


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CHAPTER 3:COMMUNICATION: THEORY,
INTERACTIVITY AND PEOPLE
Dr. Amal BEN CHEIKH
Assistant professor at APBS
Marketing Researcher
Applied Research in Business Relationships and Economics
ISG, Tunis
amal.bencheikh@apbs.tn

2020/2021
 Learning objectives

1. Understand the linear model of communications and appreciate

how the various elements link together and contribute to
successful communications;
2. Examine the characteristics of the influencer, interactional,
relational and network forms of communications;
3. Explain the influence of opinion leaders, formers and followers;
4. Examine the nature and characteristics associated with word-of-
mouth communications;
5. Describe the processes of adoption and diffusion as related to
marketing communications.

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 The communication process
Communication requires that information is transmitted to,
and then among, key participants (stakeholders).
It is important, therefore, that those involved with marketing
communications understand its complexity. Through
knowledge and understanding of the communications process,
participants are more likely to achieve their objective of
sharing meaning with each member of their target audiences
 an opportunity to enter into a sustainable dialogue.

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 1. Linear model of communications

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 1. Linear model of communications

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 1. Linear model of communications
The components of the linear model of communications are:
1. Source: the individual or organization sending the message.
2. Encoding: transferring the intended message into a symbolic style
that can be transmitted.
3. Signal: the transmission of the message using particular media.
4. Decoding: understanding the symbolic style of the message in
order to understand the message.
5. Receiver: the individual or organization receiving the message.
6. Feedback: the receiver’s communications back to the source on
receipt of the message.
7. Noise: distortion of the communications process, making it difficult
for the receiver to interpret the message as intended by the source.
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 Factors influencing the communications process

• Media
• People
• Message source

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 components of source credibility
What is the level of perceived expertise (how
much knowledge the source is thought to hold)?
What are the personal motives the source is
believed to possess?
What degree of trust can be placed in the
source concerning the motives for
communicating the message in the first place?
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 Credibility… How?
• list or display the key attributes of the
organization.
• Identify the product features.
• trustworthiness through the use of third-party
endorsements
• trustworthiness through the comments of
satisfied users.
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 Credibility … How?
• The organization
Reputation
Image
Quality of products and services

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 Credibility established by a spokesperson

• People who deliver the message are often

regarded as the source, when in reality they
are only the messenger.
• The use of celebrities enables messages to
stand out among the clutter and noise that
typify many markets.

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 WoM COMMUNICATIONS
Successful communication:
• Interaction,

+
Word-of-mouth (WoM) communications:
strengthen and enrich the communication
process.

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 Wom communications
Customers use word-of-mouth recommendations:
• to provide information
• to support and reinforce their purchasing decisions.
importance of the source credibility that is assigned to
people whose opinions are sought after and used in the
purchase-decision process.
 comparing to advertising messages, word-of-mouth
communications are more robust.
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 word-of-mouth communication

‘interpersonal communication regarding

products or services where the receiver regards
the communicator as impartial’.
Stokes and Lomax (2002)

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 WoM COMMUNICATIONS
People like to talk about their product (service)
experiences.
 ‘this has actually happened to someone I
know’ effect …

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 WoM COMMUNICATIONS
Four main categories of output WoM:
Product involvement

Self-involvement

Other involvement

Message involvement
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 WoM COMMUNICATIONS
Opinion leaders Opinion formers

? ?

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