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Importance of Good Communication
Increased efficiency in new technologies and skills Improved quality of products and services Increased responsiveness to customers More innovation through communication
Question?
What part of the communication process has the sender translating the message into symbols or language? A. Message B. Encoding C. Decoding D. Feedback
Receiver person or group for which the message is intended Medium pathway through which an encoded message is transmitted to a receiver Decoding - critical point where the receiver interprets and tries to make sense of the message
Feedback phase is initiated by the receiver Receiver decides what message to send to the original sender Feedback eliminates misunderstandings, ensures that messages are correctly interpreted
Nonverbal
The encoding of messages by means of facial expressions, body language, and styles of dress.
Biases
systematic tendencies to use information about others in ways that can result in inaccurate perceptions
Stereotypes
often inaccurate beliefs about the characteristics of particular groups of people can interfere with the encoding and decoding of messages
Question?
What is the amount of information that a communication medium can carry? A. Channel capacity B. Information richness C. Bandwidth D. Message capacity
Information Richness
The amount of information that a communication medium can carry The extent to which the medium enables the sender and receiver to reach a common understanding
Communication Media
Face-to-Face
Has highest information richness. Can take advantage of verbal and nonverbal signals.
Face-to-Face
Provides for instant feedback. Management by wandering around takes advantage of this with informal talks to workers. Video conferences provide much of this richness and reduce travel costs and meeting times.
Spoken Communication Electronically Transmitted
Has the second highest information richness. Telephone conversations are information rich with tone of voice, senders emphasis, and quick feedback, but provide no visual nonverbal cues.
Personally Addressed Written Communication
Has a lower richness than the verbal forms of communication, but still is directed at a given person. Personal addressing helps ensure receiver actually reads the messagepersonal letters and e-mail are common forms.
Communication Media
Impersonal Written Communication
Has the lowest information richness. Good for messages to many receivers where little or feedback is expected (e.g., newsletters, reports)
Many managers do not have time to read all the electronic work-related information available to them Problem with information overload is the potential for important information to be ignored or overlooked Can result in lost productivity
Communication Networks
Communication Networks
The pathways along which information flows in groups and teams and throughout the organization.
Wheel and chain networks provide little interaction. Circle Network All-Channel Network Members communicate with others close to them in terms of expertise, experience, and location. Networks found in teams with high levels of communications between each member and all others.
Marketing Communications
MARKETER INITIATED TECHNIQUES USED TO SET UP CHANNELS OF INFORMATION AND PERSUASION WITH TARGETED AUDIENCES TO INFLUENCE ATTITUDES AND BEHAVIOR Promotion Message and Media MARKETING COMMUNICATIONS MIX Tool Box of Media and Techniques Integration and Coordination Based on Communications Model
Informing
Persuading
Reminding
2. Public Relations
4. Personal Selling
3. Sales Promotion
Advertising flourishes mainly in free-market, profitoriented countries. It is one of the most important factors in accelerating the distribution of products and in helping to raise the standard of living. Advertising is one of the most important techniques of modern business enterprise. A companys decisions about advertising affect its product development, packaging, pricing, distribution and retailing. In turn, a companys advertising affects consumers decisions as to what to buy or not to buy.
Easily Persuaded?
So consumers react to advertising emotionally at firstthen objectivity sets in. They do not often change suddenly from uninterested individuals to convinced purchasers. In most cases, they go through several steps before buying a product or service. The message must appeal to their senses, such as stroking them in some way with the message. Then, they move from that initial awareness of the product or service to knowledge, liking, preference, acceptance (or conviction), and then to purchase of the product or service.
The evidence seems to indicate quite clearly that people are very capable of resisting attempts to change their attitudes and behavior. So, a great deal of advertising must function either to reinforce existing attitudes and behavior, or to stimulate or activate people who are already predisposed to act in the desired manner.
objectives
The objectives are : examine the concept of exchange in the marketing context; assess the role of promotion in the context of the marketing mix; consider the range and potential impact of marketing communications; identify the key characteristics of each major tool in the communications mix; examine the effectiveness of each communication tool; establish a need for marketing communications; compare marketing communications in the consumer and business markets.
AIDA Model a Hierarchy-ofEffects Model b Awareness Awareness Knowledge Affective stage Interest Liking Interest InnovationAdoption Model c Communications Model d Exposure Reception Cognitive response Attitude
Preference
Conviction Purchase Evaluation Trial Behavior
Intention
Adoption
Message Problems
Selective Attention
Selective Distortion
Selective Retention
Affordable
% Of Sales
Competitive Parity
Sales Promotion
Communication, Incentive, Invitation
Personal Selling
Personal Confrontation, Cultivation, Response
Direct Marketing
Nonpublic, Customized, Up-to-Date, Interactive
The model is known as the FCB grid and delineates four primary advertising planning strategies:
Informative for highly involved purchases where rational thinking and economic considerations prevail. Affective for highly involved/feeling purchases. These types of products should be advertised stressing psychological and emotional motives. Habit formation for low involvement/thinking products where routine behavior patterns and learning occurs most often after purchase. Self-satisfaction low involvement/feeling products where appeals to sensory pleasures and social motives are important
1
Informative The Thinker
2
Affective The Feeler
Low Involvement
3
Habit Formation The Doer
4
SelfSatisfaction The Reactor
Cognitive responses are the thoughts that occur while reading, viewing, and/or hearing a communication. The assumption is that these thoughts reflect the recipients reactions and help shape ultimate acceptance or rejection of a message. The categories of cognitive responses include:
Product/message thoughts Source-oriented thoughts Ad execution thoughts
Source derogation
Source bolstering
Ad Execution Thoughts Thoughts about the ad itself Affect attitude toward the ad
Product/message thoughts directed at the product or service and/or claims being made in the communication. These types of thoughts include: Counterarguments thoughts the recipient has that are opposed to the position taken in the message Support arguments thoughts that affirm or support the claims made in the message
Source-oriented thoughts directed at the source of the communication and include: Source derogations negative thoughts about the spokesperson or organization making the claims Source bolsters favorable thoughts about the spokesperson or organization making the claims
Ad execution thoughts thoughts about the ad itself, including execution factors such as creativity, quality, colors, or voice tones. Affect/attitude toward the ad represents the receivers feeling of favorability or unfavorability toward the ad.
Source Credibility
The extend to which the source is seen as having: Knowledge Skill Expertise And the source is perceived as being: Trustworthy Unbiased Objective
Source Attractiveness
Similarity Resemblance between the source and recipient of the message Familiarity Knowledge of the source through repeated or prolonged exposure Likeability Affection for the source resulting from physical appearance, behavior, or other personal traits
Message Factors
Message Structure Order of presentation (primacy vs. recency) Conclusion Drawing (open vs. closed end) Message sidedness (one vs. two-sided) Refutation Verbal vs. visual
Message Appeals Comparative Advertising Fear Appeals Humor Appeals
Channel Factors
Personal versus non personal channels Effects of alternative mass media Externally paced media (broadcast) Internally paced media (print, direct mail, Internet) Effects of Context and Environment Qualitative media effect Media environment (mood states) Clutter
Case Study
Abstract
The case let presents an overview of the evolution of ColorPlus from a small apparel brand, in 1993, to a leading premium casual wear brand in India by the time it was acquired by Raymond, in 2002. The case let also throws light on the marketing strategy adopted by the company to make the brand successful. The case let also provides a detailed description of the innovative print communication strategy adopted by the company, a first in apparel advertising.
Issues
Copy writing in print advertising Promotion of apparel brands in India Product innovation and quality in apparel industry Importance of perceived quality in enhancing the brand equity Product focus as a communications strategy
Introduction
Color Plus, an unknown entity in 1993, had become a leading apparel brand by the time leading textile company Raymond acquired a majority stake in the company Color Plus Fashions (owner of the brand) in 2002.
Color Plus - Premium casual wear brand in high quality natural fibres like cotton and linen, in superior mixed and performance oriented weaves.
The Color Plus brand was created by the copromoters of Ambattur Clothing Limited (ACL), Vijay Mahtaney and Rajendra Mudaliar, along with Kailash Bhatia.
In 1993, ACL was a leading garment manufacturer and exporter supplying to some of the leading international casual-wear brands such as Banana Republic, Ralph Lauren, Eddie Bauer, and Gap.
2. Color Plus adopted an innovative marketing communication strategy of using only the print medium to promote its products. It also refrained from using any models in these ad campaigns. How do you view this kind of persistence in the context of increased competition from domestic and foreign apparel brands in the market? Do you feel this kind of strategy is sustainable in the long run?
3. According to Peter Drucker, Quality in a product or service is not what the supplier puts in. It is what the customer gets out and is willing to pay for. How do you think Color Plus has managed to make the customers perceive value in the product through its communications campaigns when perceived quality has a direct impact on customer purchase decisions?