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The Communication Process

5. The Communication Process. Ford Fiesta Launch Case History. 20 something target audience “Life-streamers” due to social media use “Agents” chosen to drive Fiesta free for 6 months Write about experiences / no restrictions Ford confident in product quality Increased brand awareness

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The Communication Process

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  1. 5 The Communication Process

  2. Ford Fiesta Launch Case History • 20 something target audience • “Life-streamers” due to social media use • “Agents” chosen to drive Fiesta free for 6 months • Write about experiences / no restrictions • Ford confident in product quality • Increased brand awareness • Have cars people get emotional about and want to buy

  3. What is Communication? • Passing of information or exchange of ideas • Process of establishing a commonness of thought between a sender and a receiver • Success depends on the: • Nature of the message • Audience’s interpretation • Environment in which it is received • Major barrier - Language

  4. Communication • Function of IMC is to communicate • Thru ads /brand names /logos / packaging • Need to understand process to develop more effective programs

  5. The Nature of Communication

  6. Basic Model of Communication Source • Person or organization that has information to share with another person or group of people Encoding • Putting thoughts, ideas, or information into a symbolic form Message • Contains the information or meaning the source hopes to convey

  7. Source Encoding Using a Celebrity Source = person or organization that has info to share Encoding = word a message so understood by receiver Goal = select knowledgeable / trustworthy communicator that receiver can identify with

  8. Forms of Encoding Verbal Graphic Musical Animation • Arrangement • Instruments • Voices • Ringtone • Pictures • Drawings • Charts • Spoken Word • Written Word • Song Lyrics • Action/Motion • Pace/ Speed • Shape/Form Encode message in way that it will be understood by receiver Verbal Graphic Musical

  9. Message Development Information source hopes to convey Content Design Structure Way message is put together

  10. An Image Can Convey More Than Words

  11. Communication Channels • Channel: Facilitates communication between sender and receiver • Non-personal channel or mass media • Lacks direct, interpersonal contact between the sender and receiver • Sent to many people at one time • Personal channel - Direct communication between two or more persons • Word-of-mouth (WOM): Informal communication among consumers about products and services • Viral/Buzz marketing: Generating positive word-of-mouth discussion

  12. Communications Channels Personal Selling Word of Mouth/Mouse Print Media Broadcast Media Method by which communication travels from sender to receiver Personal Channels Personal Channels Nonpersonal Channels

  13. Viral / Buzz Marketing • Viral/Buzz Marketing: Propagating marketing-relevant messages with the help of individual consumers • Factors affecting success • Is message entertaining • Female/younger consumers more susceptible • Bloggers more influential • Seeding: Identifying and choosing the initial group of consumers who will be used to start spreading the message

  14. Marketers Embrace Viral/Buzz Marketing Frito Lay ran contest asking consumers to create commercial ..then use social media to spread word about the brand

  15. Most Popular Viral Ad Campaign 171 million views worldwide

  16. Dove “Real Beauty” Viral Campaign Link to the Dove Evolution YouTube Video • Generated 12 million hits on You Tube • Powerful pass-along benefits from consumers talking favorably about brand • Note: concern whether person spreading info should disclose affiliation with company

  17. Receiver / Decoding • Receiver: person with whom sender shares information (consumer) • Decoding: process of transforming sender’s message into thought • Influenced by receiver’s field of experience (perception / attitudes) • Effective communication = receiver correctly interprets what source is trying to say • Know your receiver to understand needs • Demographics of Marketing Managers vs. consumers

  18. Apples for Dessert Effective communication when common ground between sender and receiver

  19. Noise in the Communications Process Noise interferes with message: -distortion in TV signal or -distractions

  20. Response / Feedback • Response = receiver’s reaction after seeing message • Storing information in memory / dialing 1-800# • Feedback = part of receiver’s response communicated back to sender • Personal selling – gestures / frowns • Customer inquiries / coupon redemptions / reply cards

  21. Successful Communication Select an appropriate source Develop a properly encoded message Select appropriate channel for target audience Receive feedback

  22. Identifying the Target Audience Mass Markets Markets Segments Niche Markets Individuals Communication process begins with knowing your audience Mass Media ESPN Direct Mail (Rolls Royce) Reach thru personal selling (e.g. financial services)

  23. Consumer Communications Models • Low Involvement Hierarchy • Involvement in purchase decision is low (e.g. soap) • Minimal difference among brands • Mass media advertising is important • Use of visual image personality helps • Source derogations • Negative thoughts about spokesperson or organization lead to reduction in message acceptance

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