introduction to marketing communications lecture one 2013
DESCRIPTION
A nice simple introduction to marketing communications and some key theories.TRANSCRIPT
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1 …introduction to
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• To provide students with knowledge and understanding of communication tools
• and to develop awareness and knowledge of the basic principles of marketing comms
• and providing an introduction to major theoretical concepts
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learning objectives...
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learning methods...
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part 1
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Part 2
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Part 3
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introduction to communication theories and concepts
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advertising
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• Linear, two-step and multi-step
• Opinion leaders and formers
• Diffusion of innovation
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of communication
sender message receiver
encode decode
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of communication
sender message receiver
encode decode
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Mass Media
opinion
leader
receiver
receiver receiver
receiver
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Mass Media
opinion
leader
receiver
receiver receiver
receiver
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receiver
sender
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Receptive to new ideas, ‘early adopters’
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Raise the profile of various social issues
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Early majority
34%
Late majority
34% Laggards 16%
Early adopters
13½%
Innovators 2½%
Market %
Time
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Need to understand the characteristics of innovators and early adopters
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diffusion of innovations…
Limited trial possible?
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• …to differentiate
• …to remind (or reassure)
• …to inform
• …to persuade
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