BUS 348 Lecture Notes - Lecture 13: Muscle Hypertrophy, Doritos, Ad Council
29 Jun 2018
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BUS 348
Lecture 13: Advertising and Sales Promotion
Communication Models in a Digital World That Is "Always On"
oMarketing messages can assume many forms with a variety of objectives
From quirky TV commercials and viral videos to blimps with blinking messages
Savvy marketers know each element of the marketing mix is a form of
communication
oAll marketing communications aim to either inform, remind, persuade, or build
relationships
oThe best promotional strategies are those that blend several diverse forms of marketing
communications, as well as different types of each form. For example, consumers may first
learn about a brand via an article in the newspaper stemming from a news release, then see
an ad on TV, and then sample the brand at the store. IMC recognizes that consumers learn
about brands via different methods and contacts, or touchpoints as they are often called.
Promotional plans that actively seek to establish a multitude of contact methods and
touchpoints are called integrated marketing communications, or IMC.
oWith IMC, marketers unify all marketing communication tools to send a consistent,
persuasive message using a multichannel promotional strategy. A multichannel strategy
combines advertising, sales promotions, publicity, online buzz building activities and many
other potential methods, as are appropriate for the product or service in question.
oThe goal of integrated marketing communication strategies is to surround the customer
with the firm’s message. Sometimes this mean using very, very specific media to reach a
portion of the overall target market. Beach ’n Billboard is one of many new firms that offer
marketers unique ways of reaching their customers.
Integrated Marketing Communication (IMC)
oIntegrated marketing communication (IMC) involves the planning, execution, and
evaluation of coordinated brand communication programs over time to targeted audiences.
Aim is to deliver consistent messaging across platforms.
Must use a multichannel promotion strategy which combines traditional
marketing communication with social media and other online activities.
oAn IMC approach underlies successful multichannel promotional strategy, which
combines traditional marketing communications (advertising, sales promotion, public
relations, and direct marketing) activities with social media and other online buzz-building
activities. This is much different from most traditional marketing communication programs
of the past that made little effort to coordinate the varying messages consumers received.
Three Models of Marketing Communication
oThe one-to-many model relies on traditional forms of mass communication, such as TV,
radio, magazine, and newspaper advertising, billboards and other out-of-home advertising,
and Internet advertising to reach literally millions of people. Sales promotions such as
coupons, samples, rebates and more are also part of this model, as are event and
sponsorship marketing, and brand-related publicity efforts.
oThe one-to-one model expands upon the traditional model by recognizing the
importance and contributions of personal selling, direct marketing, and database marketing.
oBy contrast, the many-to-many model of communication recognizes the need to update
communication methods to account for changes in our now “wired” world. Social network
marketing and word-of-mouth communication, both F2F and online, are incorporated into
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this model of communication. Viral marketing, evangelical marketing, and product review
sites also play a role in the many-to-many model.
Communication Model
o
oThe communication model explains how organizations create and transit messages.
There are several elements to the model:
SOURCE: The firm or person sending a message. Within a marketing
communication execution, the source could also be considered to be the person who
is delivering the information, such as the sales representative, actor, celebrity
endorser, or actual consumer.
ENCODING: Refers to the transmission of an idea into a form of communication
that conveys meaning to the receiver.
MESSAGE: The message is simply the physical form of the communication that
goes from a sender to a receiver. Messages may contain both verbal (ad copy, script
that is read) and nonverbal elements (visual scenery, etc.).
MEDIUM: Television, radio, salespeople, an Internet blog are just some
examples of the various media that marketers can use to transmit the message.
Choosing the medium is important as marketers must make certain that the target
market is exposed to the medium, and that the attributes or benefits of the advertised
product or service are compatible with the medium.
RECEIVERS: The target of the communication. They may be consumers, other
businesses, or news outlets, to name just a few. Assuming that the receiver has paid
attention to the message, to successfully decode the message, the receiver and source
must share a mutual frame of reference, otherwise miscommunication occurs.
If receivers are to be able to successfully DECODE the message, the
words/images/etc. chosen to form the message must be capable of communicating
the shared meaning. This ensures that the message as encoded is properly interpreted
when decoded by the receiver. Cultural, geographic, and educational differences
among receivers can influence the extent to which the message meaning is shared,
and thus is properly decoded. The receiver will interpret the message in light of his or
her unique experiences.
NOISE is simply anything that interferes with the transmission or decoding of
the message. Noise may LITERALLY be noise, such as when a hungry infant screams for
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her bottle, distracting her mother’s attention from the TV and the advertisement
being shown. Noise may also occur when the satellite feed breaks down due to heavy
cloud cover, or take the form of clutter – competing marketing communications that
vie for the consumers attention. Noise can actually occur at ANY stage in the
communication process. Marketers try to minimize noise when they place messages
in media where there is less likely to be distractions or alternative messages from the
competition.
FEEDBACK from the receiver to the source is a desirable outcome of the
communication process. Some feedback is indirect and tracked via measures related
to the goals of the marketing communications campaign (e.g., coupon redemptions,
contest entries). Other types of feedback are more direct (phone calls, email
messages, survey completions, product registrations, etc.). If consumers are unhappy,
they may eagerly provide feedback. Marketers should be certain to encourage
feedback by offering toll-free phone numbers or email addresses where consumers
can voice their concerns or praise.
The Source Encodes
oProcess begins with a source with an idea that they want to communicate to a receiver.
oEncoding is the process by which the idea is translated into a physically perceivable form
that conveys meaning.
Words, music, and images
Spokespeople
Animated characters
The Message
oThe message is the actual content of communication that goes from the source to a
receiver.
oMay be in the form of:
Advertising
Sales promotion
A salesperson's pitch
Infomercial
Websites, social media, blogs, search engines
Word of mouth
oAdvertising messages may include both verbal and nonverbal elements, such as
beautiful background scenery or funky music. The marketer must select the ad elements
carefully so that the message connects with end consumers or business customers in its
target market.
The Medium
oNo matter how the source encodes the message, it must then transmit that message via
a medium, a communication vehicle that reaches members of a target audience.
For marketers, this vehicle can be TV, radio, social media sites such as Facebook
or Twitter, a magazine, a company website, an Internet blog, a billboard, or even a
coffee mug that displays a product logo.
oMarketers face two major challenges when they select a medium:
First, that the target market will be exposed to the medium, and,
Second, that the characteristics of the product are not in conflict with the
medium. For example, magazines with high prestige, such as Town and Country, are
more effective to communicate messages about expensive designer goods.
The Receiver Decodes
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