Marketing Communication
11-Jan-13
Marketing Communication (MKT2043)
CHAPTER THREE
ANALYZING THE COMMUNICATION PROCESS
Prepared By; Siti Aisah Binti Haji Sapiee Assistant Lecturer MMC Sarawak References: Belch G.E & Belch M.A; Advertising and Promotion; An Integrated Marketing Communication Perspectives, 4 th Edition
PART 1
THE COMMUNICATION PROCESS
The Nature of Communication
Forms of Encoding
Verbal
• Spoken Word • Written Word • Song Lyrics
The communication process is complex, and often unsuccessful
Graphic
• Pictures • Drawings • Charts
Musical
• Arrangement • Instrumentation • Voices
Animation
• Action/ Motion • Pace/ Speed • Shape/ Form
1
11-Jan-13
The Semiotic Perspective
Object (brand)
An Image Can Convey More Than Words
Summary Overview It is an example of a message that is conveyed primarily through an image, rather than words. The picture is an effective way for Coach to communicate it‘s intended message of eloquent simplicity, as well as classic design and American style.
Interpretant (intended meaning)
Sign/Symbol (image)
What is the symbolic meaning of this Levi ad?
The Model
Communication Channel
PERSONAL CHANNELS NONPERSONAL CHANNELS
The Clothes
The Setting
The Statement
Word of Mouth
Personal Selling
Print Media
Broadcast Media
The Tag Line
2
11-Jan-13
Noise
Successful Communication
Select an appropriate source
Develop a properly encoded message
Select appropriate channel for target audience
Receive feedback
Identifying the Target Audience
Mass Markets and Audiences Markets Segments Niche Markets Individual and Group Audiences
The Response Process
3
11-Jan-13
Obtaining Feedback
EFFECTIVENESS TESTS Circulation reach Listener, reader, viewer recognition Recall, checklists Brand attitudes, purchase intent Recall over time
Inventory POP consumer panel Scanner data
Alternative Response Hierarchies
Topical Involvement
PERSUASION PROCESS
Marketing Communication (MKT2043)
CHAPTER THREE
ANALYZING THE COMMUNICATION PROCESS
Prepared By; Siti Aisah Binti Haji Sapiee Assistant Lecturer MMC Sarawak References: Belch G.E & Belch M.A; Advertising and Promotion; An Integrated Marketing Communication Perspectives, 4 th Edition
PART 1
THE COMMUNICATION PROCESS
The Nature of Communication
Forms of Encoding
Verbal
• Spoken Word • Written Word • Song Lyrics
The communication process is complex, and often unsuccessful
Graphic
• Pictures • Drawings • Charts
Musical
• Arrangement • Instrumentation • Voices
Animation
• Action/ Motion • Pace/ Speed • Shape/ Form
1
11-Jan-13
The Semiotic Perspective
Object (brand)
An Image Can Convey More Than Words
Summary Overview It is an example of a message that is conveyed primarily through an image, rather than words. The picture is an effective way for Coach to communicate it‘s intended message of eloquent simplicity, as well as classic design and American style.
Interpretant (intended meaning)
Sign/Symbol (image)
What is the symbolic meaning of this Levi ad?
The Model
Communication Channel
PERSONAL CHANNELS NONPERSONAL CHANNELS
The Clothes
The Setting
The Statement
Word of Mouth
Personal Selling
Print Media
Broadcast Media
The Tag Line
2
11-Jan-13
Noise
Successful Communication
Select an appropriate source
Develop a properly encoded message
Select appropriate channel for target audience
Receive feedback
Identifying the Target Audience
Mass Markets and Audiences Markets Segments Niche Markets Individual and Group Audiences
The Response Process
3
11-Jan-13
Obtaining Feedback
EFFECTIVENESS TESTS Circulation reach Listener, reader, viewer recognition Recall, checklists Brand attitudes, purchase intent Recall over time
Inventory POP consumer panel Scanner data
Alternative Response Hierarchies
Topical Involvement
PERSUASION PROCESS