1. Advertising as a communication tool

2. Communication
Defined as passing of information, the
exchange of ideas, or the process of
establishing a commonness or oneness of
thought between senders and receiver.

3.

4. Communication Feedback Models
Channel/Message
Is the method which communication travels from the source or sender to the receiver
Personal channels direct interpersonal
Non-personalchannels mass communications
Decoding
Process of transforming the senders message back into thought
Influenced greatly by the receivers frame of reference (perceptions, attitudes and values)

5. Communication Feedback Models
Source/Encoder
Is the person or organisation that has
information to share with another person or
group.
Encoding
Leads to development of a message that
contains the information of meaning the source
hopes to convey.

6. Communication Feedback Models
Receiver
Is the person(s) with whom the sender shares thoughts of information.
Noise
External factors that create unplanned distortion
Feedback
Receivers respond by hearing, seeing orn reading
Feedback is sent back to the sender

7. Mass markets and Audiences
Market segments
Niche markets
Individual and group audiences

8.

9. The FCB Planning Model

10. Implications
1. Delineate the series of steps potenial purchasers must be taken through
2. Potential buyers may be in different stages of the hierarchy creating problems.
3. Useful for promotional planners

11. Summary
Aim: to improve the way your brand is positioned in the consumers mind thereby giving you a better return on your advertising dollar by:
1 Deciding on the degree of involvement
2 Deciding on the degree of thinking/feeling experienced
by the consumer prior to purchasing
3 Place your brand on the Grid
4 Plot your competitors (cluster or not?)
5 Is the current strategy right or need improving?
6 Player with the best position wins!

12. The FCB Grid

13. The FCB Grid

14. The Model of Cognitive Response

15. The IMC Model
The theory of Integrated Marketing Communications (IMC) elegantly explains the relationships of marketing and branding (Schultz et al., 1996)

16. Integrated Marketing Communications (IMC)
IMC is the organization, planning, and monitoring of marketing components and data to control and influence brand information, associations, and experiences. The goal is to incubate profitable relationships and dialog with patients and other groups.
This is typically measured by internal and external surveys, focus groups, managerial accounting, trend analyses, referral indices, etc.

17. Marketing Communications (MC)
This is an umbrella term for all communication avenues available for conveying marketing messages.
These include advertising, public relations, sales promotions, direct response marketing, events, sponsorships, point-of-purchase materials, packaging, trade shows, customer service, and personal sales.
MC is measured as the proportion of marketing dollars assigned to each avenue and the marketing return on investment (MROI) for each.

18. Integrated Marketing Communications (IMC)

19. The IMC Model
The IMC Model
IMC builds the relationships that build brands. (Duncan, 2002). It is impossible to talk about IMC without talking about brand. That is because brand building relies on creation and nurturing of profitable relationships to meet objectives, which is the goal of all IMC processes. IMC devises strategies to use MCs to create and build brand
To over come the shortcomings of the Hierarchy of Effects model, professors, Shultz, Tannerbaum and Lauterborn devised the IMC model.

20. The Elaboration Likelihood Model(ELM)
Addresses the differences in the way consumers process and respond to persuasive messages.
High and Low elaboration when it comes to information processing

21. The ELM model

22. Summarizing the response process
Individual responses to advertising are
mediated or filtered by factors such as
motivation
ability to process information
Advertising should be evaluated using three dimensions
Product category
Stage of life-cycle
Target audience
Competition
Impact of marketing mix components

23. Summary
IMC is based on basic (persuasive) communication theory
Understanding consumer response
Allows communication objectives to be set
by considering response models.

24. Value of Objectives
Communication
Objectives facilitate coordination of various
groups working on the campaign
Planning and Decision Making
Specific promotional objectives also guide the
development of IMC plan.
Measurement and Evaluation of Results
Objectives act as a benchmark for success or
failure of the campaign and can be measured

25. Comparison of Marketing AndCommunication Objectives
Communication
Market segments the
company wants to target
The products FAB
The companies and
competitors brands.
Ideas on how the brand
should be positioned
Marketing
Sales volume
Market share
ROI
Profit

26. A framework for studying howadvertising works

27. Sales versus Communication Objectives
To many companies the goal is SALES
Companies have increased pressure to
make agencies more accountable for their
performance.
Some have developed ROI information
Sales decline is not attributed to less
advertising spend
May be due to other marketing mix variables

28. DAGMAR: Defining Advertising Goals for Measured Advertising Results
1. Awareness making the consumer aware
of the existence of the brand
2. Comprehension developing and
understanding of what the product is and
what it will doe for the consumer
3. Conviction developing a mental
disposition in the consumer to buy the
product.
4. Action getting the consumer to purchase
product

29. The institutions of Advertising Management
Advertiser
Advertisement
Media
Consumers

30. Thankyou