HOW DO MARKETING COMMUNICATIONS WORK ?

TO UNDERSTAND IT 2 MODELS ARE USEFUL

1) MACROMODEL

THEY FOCUS ON THE COMMUNICATION PROCESS

1) SENDER - ONE WHO GENERATES THE MESSAGE 2) RECEIVER – TARGET AUDIENCE FOR WHOM THE MESSAGE IS GENERATED

MAJOR TOOLS

1) MESSAGE- IT IS THE CONTENT

2) MEDIA – THROUGH WHICH THE MESSAGE TRANSMITS

MAJOR FUNCTIONS

1) ENCODING- SENDER DOES IT SO THAT TARGET AUDIENCE CAN DECODE IT

2) DECODING- DONE BY RECEIVER TO UNDERSTAND THE MESSAGE

3) RESPONSE- GIVEN BY THE RECEIVER

4) FEEDBACK- TO MONITOR THE RESPONSES

MORE THE OVERLAPPING BETWEEN THE RESPECTIVE FIELDS OF EXPERIENCE,MORE

EFFECTIVE THE

MESSAGEWILL BE

Click icon to add picture

2) MICROMODEL

THEY FOCUS ON CONSUMER RESPONSES

LETS TAKE THE HIERARCHY-OF-EFFECTS MODEL(2ND COLUMN IN THE ABOVE TABLE)

1) AWARENESS

POPULARIZING THE BRAND

2)KNOWLEDGE

ENLIGHTENING THE TARGET AUDIENCE ABOUT THE BENEFITS OFFERED BY THE BRAND

3)LIKING

FEELING OF THE BRAND AMONG THE AUDIENCE- GOOD OR BAD

4)PREFERENCE

COMPARING WITH COMPETITORS’ PRODUCTS SO THAT CONSUMERS PREFER IT OVER OTHERS

5)CONVICTION

SHOWING CONSUMERS IT IS THE BEST SOLUTION TO THEIR PROBLEMS SO THEY MAY BUY IT

6)PURCHASE

OFFERING DISCOUNTS,FREE SAMPLING etc.TO INDUCE PURCHASE OF PRODUCT

IF THE PROBABILITY OF THESE STEPS IS 10% EACH, PROBABILITY OF ALL OCCURRING IS 0.0001%

IT MEANS A CHANCE OF

1 IN A MILLION

HOW TO MAKE THIS HAPPEN ?

Click icon to add picture

THE MOST IMPORTANT ONE

2) AD CAUSES CONSUMERS TO PAY ATTENTION

3) AD MOTIVATES CONSUMERS TO PURCHASE THE BRAND

LASTLY IT CREATES STRONG BRAND ASSOCIATIONS

THESE SLIDES WERE CREATED BY AMOD

BANSAL,THAPAR UNIVERSITY,

DURING A MARKETING INTERNSHIP BY

PROF. SAMEER MATHUR,IIM LUCKNOW