l 3 - communication theory student

8/18/2019 L 3 - Communication Theory STUDENT

1/22

MARKETING

COMMUNICATIONSWeek 3 -

Communication theory


2/22

1. Bad Television commercials

Q1. Why do you think these advertisements are poor?

2. Camilla’s household

3. Advertisements ith a !i" idea

Q2. What is the !i" idea?

11-Sep-14 #$%&%'TAT()' T(T*% A'+ A,T-)$2

https://www.youtube.com/watch?v=hJDWp1ZfwJwhttps://www.youtube.com/watch?v=4rsDjHu9Py4https://www.youtube.com/watch?v=lAj2rK0m0Ashttps://www.youtube.com/watch?v=lAj2rK0m0Ashttps://www.youtube.com/watch?v=4rsDjHu9Py4https://www.youtube.com/watch?v=hJDWp1ZfwJw


3/22

Learning objectives• ,nderstand hy communication is important to companies

• Appreciate the application o various communicationmodels

1. /ass communication2. (nvolvin" opinion leaders3. +i0usion o innovation

. We! communication model

. $esponse hierarchy

#$%&%'TAT()' T(T*% A'+ A,T-)$3


4/22

Communications: Im ortance

• ood communication 4 "ood !usiness – helps an or"ani5ation to thrive

– ocused and cost e0ective

• #oor communications 4 !ad !usiness – can cost market share6 7o!s and survival

– can dama"e reputation and ima"e


5/22

Communication: !e"inition

• ivin" or e8chan"e o in ormation !yusin" te8t 9talk6 ritin": 9 rice6 2;13:

• The science o transmittin" in ormation9


6/22

Communication: #eatures• Communication only occurs hen a receiver

actually receives the messa"e that thesender intended to send.

• /essa"e re7ection6 misinterpretation andmisunderstandin" are the opposite oe0ective communication


7/22

Communication: #eatures

• Words

• Non verbalcommunications !ody lan"ua"e6 space6 time


8/22

Linear Mo$e%: Sing%e&ste

Source ReceiverMessage


9/22

Mass Communications


10/22

#$%&%'TAT()' T(T*% A'+ A,T-)$10


11/22

T'e communications rocess

SPONSDBACK

S ND NCOD M SSAG D COD C IV

NOIS

M I U M

Based onSchramm 1!""#


12/22

O inion Lea$ers'i ( ) Ste #%o* Mo$e%

OpinionLeader

OpinionSeekers

MassMedia

Information andinfluenceInformation

Adapted rom


13/22

O inion %ea$er

13

• An active media user who influences thedecisions of others

• A person is likely to be an opinion leaderwhen people view the person to havegreat knowledge of a category

• Opinion leaders might be experts in onearea but not in others


14/22

Opinion

Leader

OpinionSeekers

MassMedia

Mu%tiste "%o* mo$e%

Gatekeepers

Adapted rom


15/22

Communicating *it' o inion %ea$ers• #rovide incentives or customers to recommend the

product>service to riends

• Cele!rity endorsements that create a !u55 a!outne products

• %vents

1"


16/22

O inion %ea$er

1$

Activity:

Think of a -medium or high-involvementproduct purchase you are currently

researchingHave you spoken to an opinion leader inresearching the product

!ho is the opinion leader


17/22

+eb communications mo$e%s

– ord o mouth orks more uickly onthe e!

– customers can talk to each other 9C2C: – customers can talk !ack to company

9C2B:

– @o o communications !ecomes a e!

A$ $ * b


18/22

A$vance$ *ebCommunication Mo$e%


19/22

!i""usion o" Innovation ,Rogers -./)0

(ntroduction ro th /aturity +ecline

Innovators

Early dopters

Early!a"ority #ate !a"ority

#aggards2. 13. 3 3 1

Adopters

*i e Cycle


20/22

Res onse 1ierarc'2 Mo$e%s,A$o tion Mo$e%s0

9&tron"6 1=2 :

9&tron"6 1=2 :


21/22

Res onse 1ierarc'2 Mo$e%s,A$o tion Mo$e%s0

9$o"ers6 1= 2:


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l 3 - communication theory student

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