Date post: | 17-Aug-2015 |
Category: |
Education |
Upload: | amodbansal |
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HOW DO MARKETING COMMUNICATIONS WORK ?
TO UNDERSTAND IT 2 MODELS ARE USEFUL
1) MACROMODEL
THEY FOCUS ON THE COMMUNICATION PROCESS
1) SENDER - ONE WHO GENERATES THE MESSAGE 2) RECEIVER – TARGET AUDIENCE FOR WHOM THE MESSAGE IS GENERATED
MAJOR TOOLS
1) MESSAGE- IT IS THE CONTENT
2) MEDIA – THROUGH WHICH THE MESSAGE TRANSMITS
MAJOR FUNCTIONS
1) ENCODING- SENDER DOES IT SO THAT TARGET AUDIENCE CAN DECODE IT
2) DECODING- DONE BY RECEIVER TO UNDERSTAND THE MESSAGE
3) RESPONSE- GIVEN BY THE RECEIVER
4) FEEDBACK- TO MONITOR THE RESPONSES
MORE THE OVERLAPPING BETWEEN THE RESPECTIVE FIELDS OF EXPERIENCE,MORE
EFFECTIVE THE
MESSAGEWILL BE
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2) MICROMODEL
THEY FOCUS ON CONSUMER RESPONSES
LETS TAKE THE HIERARCHY-OF-EFFECTS MODEL(2ND COLUMN IN THE ABOVE TABLE)
1) AWARENESS
POPULARIZING THE BRAND
2)KNOWLEDGE
ENLIGHTENING THE TARGET AUDIENCE ABOUT THE BENEFITS OFFERED BY THE BRAND
3)LIKING
FEELING OF THE BRAND AMONG THE AUDIENCE- GOOD OR BAD
4)PREFERENCE
COMPARING WITH COMPETITORS’ PRODUCTS SO THAT CONSUMERS PREFER IT OVER OTHERS
5)CONVICTION
SHOWING CONSUMERS IT IS THE BEST SOLUTION TO THEIR PROBLEMS SO THEY MAY BUY IT
6)PURCHASE
OFFERING DISCOUNTS,FREE SAMPLING etc.TO INDUCE PURCHASE OF PRODUCT
IF THE PROBABILITY OF THESE STEPS IS 10% EACH, PROBABILITY OF ALL OCCURRING IS 0.0001%
IT MEANS A CHANCE OF
1 IN A MILLION
HOW TO MAKE THIS HAPPEN ?
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THE MOST IMPORTANT ONE
2) AD CAUSES CONSUMERS TO PAY ATTENTION
3) AD MOTIVATES CONSUMERS TO PURCHASE THE BRAND
LASTLY IT CREATES STRONG BRAND ASSOCIATIONS
THESE SLIDES WERE CREATED BY AMOD
BANSAL,THAPAR UNIVERSITY,
DURING A MARKETING INTERNSHIP BY
PROF. SAMEER MATHUR,IIM LUCKNOW