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ADVERTISING AND MARKETING
COMMUNICATIONS
At its simplest, marketing involves moving goods from the
producer to the consumer.It involves the selling of goods that
don’t come back to people who do.
The 4 P’s of Marketing
Product
Price
Place
•Promotion
The fourth P, promotion, has its own communication tools
which are called the communications mix or the
promotions mix
THE COMMUNICATIONS MIX
The four essential elements of the communications
mix are:
• 1. Advertising
• 2. Sales Promotions
• 3. Personal Selling
• 4. Public Relations
Good marketing communications can help an
organisation to succeed and grow by getting its
messages across in a focused and cost-effective
way
THE COMMUNICATIONS MIX
1. Advertising
2. Selling
3. Sales Promotion
4. Direct Marketing
5. Publicity (and public relations)
6. Sponsorship
7. Exhibitions
8. Packaging
9. Point-of-sale and merchandising
10. Internet
11. Word-of-mouth
12. Corporate Identity
COMMUNICATION
What is communication?
Communication can be defined as “ a transactional
process between two or more parties whereby meaning is
exchanged through the intentional use of symbols”.
Key points:
Communication is:
•intentional
•all the parties are involved in the process. It is
not a one-way process.
•it is symbolic (words, pictures music and other
stimulants are used to convey meaning
For effective communication to take place:
•the sender and the receiver of the message must
share a common view of what the symbols actually
mean.
•NOISE: the surrounding distractions present during
the communications process. example:
The simple communications model
SENDER
MESSAGE
RECEIVER
This model assumes that the sender is active, the
receiver is inactive or passive and that the message is
understood properly.
Noise
Sender
Encoding
Message
Decoding
Receiver
Feedback
The Communications Process
The sender dresses up or codes up the message in a
certain way using the appropriate symbols. (each TV
advert is designed to convey some meaning)
•The message is sent through a media to the
receiver. If it gets through all the noise, the message
is then decoded by the receiver. (you see and
understand the message)
•The receiver may decode the message correctly or
incorrectly and may then give some feedback (
change in behaviour, facial expression etc. )
Signs and Meanings
Signs falls into three categories:
1. ICON: A sign that looks like or represents an
object in such a way that most people would recognise
it.
2. INDEX: A sign that relates to an object by casual
connection.
3. SYMBOL: An artificial sign which has been created
for the purpose of providing meaning.example : words
Meanings of words can be:
•denotative (having the same meaning for all) or
•connotative (having a meaning which is unique to
the individual).
Because connotative meanings vary among
individuals,marketers need to understand their target
audience well.
Communication errors can result in loss of sales and
market share, and can affect the survival of the
company..
THE ADOPTION MODEL
Communication does not create an impact or result in a desired
response all at once.
Awareness
Interest
Evaluation
Trial
Adoption
Culture
Different cultures have different characteristics and
have different meanings and interpretations for
different issues, symbols, body language etc.
Ethnocentrism:
is the practice of assuming that other cultures think and
believe as we do. It applies to all cultures. It is the
tendency for people to believe that their own culture is
the right one and all other cultures is at best a poor
copy.This easily leads to misunderstandings and
rejection of communication and is very common.
Reasons for miscommunication
Miscommunication or errors in communication can
result due to several different reasons.
1. Implication: Miscommunication may result
because the recipient may ‘read’ a different
meaning in the communication that that was
intended by the sender.
2. Distortion: There may be changes in the
message due to outside influences. For example: a
person may have had a bad experience of an Italian
product, and so develops a dislike for all Italian
products. Any message in adevrts for Italian
products may be distorted because of this.
3. Disruption: Damage to the message caused by circumstances ( the
customer may develop a dislike for the salesperson and stops the
communication) and sometimes the misconstruction of the
message.Disruption is only possible when there is dailogue.
4. Confusion: There may be conflicting information about the same
product: (for example: from an advertisement may say a particular thing
about a product while a salesperson may state something conflicting ).
5. Disagreement: The recipient understands, but does not accept or agree
with the message. This may happen because the recipient has a bias
against the source or the style of the message, or because there is no
common perception or reference between the sender and recipient.
6. Personal Transformation: The recipient may not be willing to be
open minded about the communication. If the recipient has already
decided that the communication is not going to any difference to him,
then in effect he will not be listening to the message.