Download unit 16

Unit 16
Steps in Developing Effective
Communication
有效沟通的步骤
• As a marketer(市场营销者),
• he/she need to understand（熟悉）
how communication works.
Elements in communication process
• Two parties(主体)：
• Sender(发送者) :The party sending the
message to another party.
• Receiver（接收者）:The party receiving
the message sent by another party.
Elements in communication process
• Two tools：
• Message（信息）:The set of symbols（符
号） that the sender transmits（发送）.
• Media（媒介）:The communication
channels（渠道） through which the
message moves from sender to receiver.
Elements in communication process
• Four functions(功能):
• Encoding（编码）:The process of putting
thought into symbolic（符号的） form.
• Decoding（解码）:The process by which
the receiver assigns(指派) meaning to the
symbols（符号） encoded by the sender.
Elements in communication process
• Respond（反应）:
• The reactions（反应） of the receiver after
being exposed（接触） to the message.
• Feedback（反馈）:
• The part of the receiver’s response
communicated back to the sender.
Elements in communication process
• Noise (噪音):
• the unplanned（意外的） static（麻烦）
or distortion（失真） during the
communication process,which results in
the receiver’s getting a different message
than the one the sender has sent.
Marketer/marketing communicator:
• Know what audiences they wish to reach and
what responses they want;
• Be good at encoding messages that take into
account how the large audience decodes them;
• Send messages through media that reach target
audiences,and they must develop feedback
channels so that they can assess the audience’s
response to the message.
Marketer/marketing communicator:
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Identify the target audience;
Determine the response sought;
Choose a message;
Choose the media;
Select the message source ;
Collect feedback.
Identifying the target audience
• The audience may be potential buyers or
current users,those who make the buying
decision or those who influence it.
• The audience may be individuals,groups,
special publics,or the general public.
Identifying the target audience
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What
How
When
Where
Who
will be said
Choosing a message
• AIDA model
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get attention（引起注意）,
hold interest（持有兴趣）,
arouse desire（激发欲望）,
and obtain action（采取行动）.
Choosing a message
• what to say (message content),
• how to say it logically (message structure),
• and how to say it symbolically(象征性地)
(message format).
Message content（内容）
• The communicator has to figure out（算出）
an appeal or theme that will produce the
desired response.
• There are three types of appeals:
• Rational（理性的）,emotinal （情感的）,
and moral （道德的）.
Message content（内容）
• Rational appeals relate to the audience’s
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self-interest（自身利益）.
Message showing a product’s
quality （质量）,
economy （经济）,
value （价值）,
or performance（性能）.
Message content（内容）
• Emotional appeals attempt to stir up（扇动）
either negative or positive emotions that can
motivate （刺激） purchase.
• These include fear （害怕） ,guilt （内疚）,
and shame （羞愧） appeals that get
people to do things they should,or to stop
doing things they shouldn’t.
Message content（内容）
• Moral appeals are directed to （针对） the
audience’s sense of what is “right （正确
的）”and “proper （合适的）” .
• They often are used to urge （力劝）
people to support social causes （社会事
业） such as a cleaner environment,better
race relations,equal rights for women,and
aid to the needy （贫穷的）.
Message structure(结构)
• The first is whether to draw a conclusion
（得出结论） or leave it to the audience.
• Early research show that drawing a
conclusion was usually more effective.
Message structure(结构)
• The second message-structure issue is
whether to present a one-sided argument
or a two-sided argument.
• one-sided argument：only mention the
product’s strengths(优点)
• one-sided argument :touting（吹捧） the
product’s strengths while also admitting(承
认) its shortcomings (缺点).
Message structure(结构)
• A one-sided argument is more effective in
sales presentation(销售展示陈述)；
• Two-sided argument is suitable for the
audiences who are highly educated,
negatively disposed(有倾向的), or likely to
hear opposing（反对的） claims（主张）.
Message structure(结构)
• The third message-structure issue is
whether to present（呈现） the strongest
arguments first or last.
• Presenting first gets strong attention（注
意）,but may lead to an anticlimactic(虎头
蛇尾的) ending.
Message Format(设计版式)
• In a print ad,the communicator has to
decide on the
• headline(标题),
• copy(文字),
• illustration(插图/说明),
• and color(颜色).
Message Format(设计版式)
• To attract attention,advertisers can use
• novelty(新奇) and contrast (对比)；
• eye-catching (引人注目的) pictures and
headlines ；
• distinctive (与众不同的) formats；
• message size and position；
• color,shape ,and movement.
Message Format(设计版式)
• If the message is to be carried over the
radio,the communicator has to choose
words,sounds,and voices.
Determining the response sought
• Learn-feel-do
• When buyers have high involvement（投
入） with a product category(产品类别)
and perceive brands （感知品牌） in the
category to be highly differentiated（区
分）.
• automobile
Determining the response sought
• Do-feel-learn
• high-involvement products with little
perceived differentiation
• Aluminum siding(铝制墙板)
Determining the response sought
• Learn-do-feel
• Consumers have low involvement and
perceive little differentiation.
• salt
• Thank you !