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MCS 3620 (28)
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Chapter 4

Chapter 4

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University of Guelph
Marketing and Consumer Studies
MCS 3620
Bharat Sud

October 1, 2013 Marketing Communications - Chapter 4 Communications Essentials  Communications: The transmission, receipt and processing of information between a sender and receiver  The communications process  Encoding: The transformation of a message into a meaningful format, such as an advertisement, a mailing piece or an article in a newspaper  Transmission: The sending of a message through a medium such as television, radio, newspapers, magazines, outdoor advertising, Internet and so on, or through personal selling  Noise: Any potential form of disruption in the transmission of a message that could distort the impact of the message; competitive advertising or the clutter of advertising messages in a medium are forms of noise ◦ Examples: ▪ Message not in line with customers attitude ▪ Message did not reach intended target with desired frequency ▪ Competition's message more convincing ▪ Competition spent more and had higher share of mind ▪ New competitors invested heavily in advertising DAGMAR  Defining Advertising Goals for MeasuredAdvertising Response ◦ An advertising goal is a specific communication task to be accomplished among a defined audience in a given period ◦ Should be measurable, with benchmarks in existence to assess achievements TheACCAModel  Awareness: Customer learns something for the first time ◦ Message tries to plant the brand name and the primary benefit offered in the customers mind October 1, 2013 ◦ Measured by aided and unaided recall tests  Comprehension: Consumer is expressing interest ◦ Message is perceived as relevant ◦ Brand is evaluated on the basis of need satisfaction ◦ Alike or dislike for a brand can be measured using attitude scales  Conviction: Consumer expresses stronger feelings toward the brand based on the perceived benefits it offers ◦ Brand has moved higher in the consumers frame of reference and become a preferred brand in his or her mind ◦ May be sufficient motivation to take action and buy the product  Action: Desired action occurs ◦ Consumer buys the brand for the first time, The FCB Grid  Quadrant 1 ◦ Expensive and require a rational decision-making process during which alternatives are evaluated ◦ Since the consumer will spend an extended period of time assessing alternative, the message strategy should have an informative tone and style ◦ The media selected to deliver the message should be conductive to a long copy format ◦ Example:Automobile or computer  Quadrant 2 ◦ High involvement but consumers evaluate alternatives more on emotion ◦ Marketing communications must generate emotional responses and create an image that people will buy ◦ The message will appeal to higher-level needs, the looking-glass self, and the ideal self ◦ Example: Designer clothing  Quadrant 3 ◦ Low involvement products that require rational decisions ◦ Marketing communications should give the consumer a compelling reason to buy ◦ The focus of the message is on the key benefit, so the message must be short ◦ Aslogan might act as a reminder ◦ Example: Detergent  Quadrant 4 ◦ Low involvement products purchased on emotional decisions ◦ Products are not expensive, but they make the consumer feel good ◦ It is common for messages to adopt a “feel good” strategy ◦ Example: Soft drink, beer October 1, 2013 Marketing Communications Planning Process  All aspects of a marketing communications plan are based on the same set of information  The current situation a brand or company faces is analyzed, a problem or opportunity is identified and a plan of action is developed and implemented  The role and contribution of the various elements in the marketing communications mix are identified and those that are most appropriate are included in the plan  Marketing communications objectives can be diverse and tend to involve challenges such as ◦ Building awareness and interest for a production ◦ Encouraging trial purchase ◦ Attracting new target markets ◦ Encouraging brand preference ◦ Altering perceptions held by consumers ◦ Creating goodwill and fostering a positive public image ◦ Motivating distributors to carry a product  Creative Planning Advertising Planning – Creative  Advertising: Aform of marketing communications designed to stimulate a positive response from a defined target market ◦ Persuasive ◦ Informational  Creative Brief: Adocument developed by a client organization that contains vital information about the advertising task at hand; it is a useful tool for discussions between the client and its advertising agency  Content of a Creative Brief ◦
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