7/27/2019 09 Communication Feb 6

1/19

7/27/2019 09 Communication Feb 6

2/19

Communicating Customer Value

A Model of the Communications

Process

The Promotion Mix

Developing Effective Marketing

Communication

Communication = Persuasion

Examples & Discussion

7/27/2019 09 Communication Feb 6

3/19

Communicating Customer Value

Sender, Receiver

Encoding, Decoding

Message, Media, and Noise

7/27/2019 09 Communication Feb 6

4/19

THE COMMUNICATION PROCESS

Source

Channel ofCommunication

Message

Receivers

blah

blah

blah

Context

7/27/2019 09 Communication Feb 6

5/19

Who is the source? What is the message? Who is the target? How would you

decode this ad?

7/27/2019 09 Communication Feb 6

6/19

17-6

Who is the source? What is the message? Who is the target? How would

you decode this ad?

7/27/2019 09 Communication Feb 6

7/1917-7

Who is the source? What is the message? Who is the

target? How would you decode this ad?

7/27/2019 09 Communication Feb 6

8/1917-8

Who is the source? What is the message? Who is the target? How

would you decode this ad?

7/27/2019 09 Communication Feb 6

9/1917-9

Who is the source? What is the message? Who is thetarget? How would you decode this ad?

7/27/2019 09 Communication Feb 6

10/1917-10

Who is the source? What is the message? Who is

the target? How would you decode this ad?

7/27/2019 09 Communication Feb 6

11/1917-11

Who is the source? What is the message? Who is the target? How would you

decode this ad?

7/27/2019 09 Communication Feb 6

12/1917-12

http://www.youtube.com/watch?v=zek1PqGSll0

What all states/regions did you see? How

many cricketers did you recognize?

Who is the source? What is themessage? Who is the target? How would

you decode this ad?

http://www.youtube.com/watch?v=zek1PqGSll0http://www.youtube.com/watch?v=zek1PqGSll0

7/27/2019 09 Communication Feb 6

13/19

The Promotion Mix

Advertising Broadcast

still useful, but less so than before

Narrowcast

growingly important and useful

Print less important, but less expensive

Outdoor has a strong supporting role

Internet

growing, but very ephemeral

7/27/2019 09 Communication Feb 6

14/19

Broadcast v. NarrowcastIts all

about targeting

7/27/2019 09 Communication Feb 6

15/19

The Promotion Mix

Sales promotion Discount, Coupons, etc.

Public relations Press releases, Sponsorships, Special Events, etc.

Personal Selling Sales Seminars, Trade Shows, etc.

Direct marketing Catalogs, Telemarketing, Internet, Kiosks, etc.

7/27/2019 09 Communication Feb 6

16/19

The importance of promotional elements

during the different stages of the consumer

purchase decision process

7/27/2019 09 Communication Feb 6

17/19

Charitable Giving

Attitude to Help(Willingness)

PersuasivenessCharitable

Giving

What does this mean?

Even the Wil l ing need to be

Persuaded!!

7/27/2019 09 Communication Feb 6

18/19

Developing Effective Marketing

Communications

Effective Marketing Communication = Being Persuasive

Being Persuasive Modern Greek Philosophy

Logos

Logic, Facts, Data, Evidence, Rational

Ethos Ethics, Morality, Standing, Principles

Pathos Emotion, Fear, Guilt, Altruism

Being PersuasiveAncient Indian Philosophy

Samkhya Analysis, Rational, Logical

Nyaya Fairness, Ethics, Principle

Dharma Duty, Obligation, Righteousness

7/27/2019 09 Communication Feb 6

19/19

Developing Effective Marketing

Communications

What willbe said

How it willbe said

When itwill be said

Where itwill be said

Who willsay it