Marketing Communications

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Marketing Communications
Stephen Ginns Room Cos112 www.sginns.co.uk
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Marketing Communications

• General Overview about Marketing Communications
• The Communications Mix
• Print Media Advertising
• Active Media, TV, Radio and Cinema
• Outdoor Advertising
• Public Relations and Corporate Image
• Branding, Packaging and Merchandising
• Managing Exhibitions and Trade Events
• Direct and Database Marketing
• Sales Promotion
• Personal Selling and Sales Management
• The future of marketing communications

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Marketing Communications

• Communication
• The process
• The tools
• The effects
• The problems

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Marketing Communications
P.R.Smith Marketing Communications
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A Taxonomy of Marketing Communications
Jim Blythe Promotions Management
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The Process
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The Process - Redundancy
Sender
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Hierarchy of Communication Effects
Purchase
Conviction
Preference
Liking
AIDA AwarenessInterestDesireAction
Knowledge
Awareness
Brand ignorance
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Attitude
A learned tendency to respond to an object in a
consistently favourable or unfavourable way
Onkvisit and Shaw, 1994

• To Change
• Add a new salient belief
• Change the strength of a salient belief
• Change the evaluation of a salient belief

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Signs
Icon A sign that looks like the object, or
represents it visually in an understandable way
Index A sign that relates to the object by a
causal connection
Symbol An artificial sign which has been created
for the purpose of providing meaning
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Communication Aspects

• Framework
• Semiotics, Syntactics, Semantics
• Wordless
• Numbers, Space, Things, Actions
• Information Processing
• Exposure, Attention, Comprehension, Acceptance,
  Retention (McGuire, 1976)
• Attitude Formation
• Add, Change Strength, Change Evaluation

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Maslows Hierarchy of Needs
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Implications

• Assumptions
• Inferences
• Expectation
• Reflection
• Attribution
• Meta-communication
• Search for Common Ground

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Distortion

• Interference
• Bias
• Miscalculation
• Pseudo-communication

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Disruption

• Unmanageable Circumstance
• Relational Instability
• Conversation Irregularities
• Lack of Reciprocity
• Mutual Misconstruction
• Threat of Dissolution

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Confusion

• Conflict
• Ambiguity
• Equivocation
• Vagueness
• Paradox
• Contradiction

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Disagreement

• Relational Ties
• Commonality of Perspectives
• Compatibility of Values
• Similarity of Interests
• Depth of Involvement
• Quality of Interaction
• Equality of Influence

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Understanding (or not!)

• Recognition of Intent
• Multiple Perspective-taking
• Warrants and Reasons
• Tests of Comprehension
• Code Switching
• Synchrony and Alignment of Communicative Styles
• Working through Problematic Concerns
• Mutual Struggle to Minimize Miscommunication

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Summary

• Need to Communicate
• Importance of Communication Methods
• What can go wrong
• It all depends on how you look at it!

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Seminar

• Buying a HiFi system
• Outline of Assignment