MARK1012 Lecture Notes - Integrated Marketing Communications, Feedback, Channel (Communications)
o Integrated marketing communications: promotion part of the for Ps
o Provides clarity, consistency and maximum communicative impact
o Regard marketing communication elements as part of a whole
o Provides firms with best means to reach target audience with desired
message and enhances value story by offering clear and consistent
message
▪ 3 elements: consumer, channels, and evaluations
COMMUNICATING WITH CONSUMERS
o Sender: must identify intended audience
o Transmitter: transforms info to use as a transmitter
o Encoding: convert sender’s ideas into a message : verbal, visual or both
o Must receive info and want to purchase product
o Communication channel: medium used to carry message (print, broadcast,
internet)
o Receiver: person who reads, hears or sees and processes info contained in
message or ad
o Decoding: receiver interepret message
o Noise: interefecnes that stems from competing message, lack of clarity in
message or flaw in medium
o Feedback loop: allows receiver to communicate with sender and informs
sender whether the message was received and decoded properly
o E.g. purchase item, complain or complement, tweet, redemption of
coupon or rebate
o How consumers perceive info
o Receivers decode message differently → sender has little control over
individual take away/ interpretation but marketer should estimate the
prediction
o Senders adjust messages according to the medium and receivers’
traits
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find more resources at oneclass.com
AIDA MODEL
o Awareness
o Brand awareness: potential to recognise or recall a brand name as a
type of retailer/product/service
▪ Strength of link between brand name and type of good or
service
o Aided recall: indicate they know brand when name is presented
o Top-of-mind awareness: mention specific brand name first when asked
about a product
▪ Build by repeatedly exposing name to customers through
advertising and memorable symbols
o Interest
o Consumers need to be persuaded that product is work investifating
o Ensure ad’s message includes attributes that are of interest to target
audience
o Desire
o Move from ‘I like it’ to ‘I want it’
o Action
o Driver receiver to action
o Message to catch attention and interested enough to consider making
purchase
o Lagged effect: delayed response to marketing communication campaign
o Generally takes several exposures before message Is processed →
more difficult to measure effect of current campaign due to lagged
response
find more resources at oneclass.com
find more resources at oneclass.com
ELEMENTS OF INTEGRATED MARKETING COMMUNICATION
o Advertising: placement of announcements and persuasive messages in time
or space purchased
o Paid form of communication, delivered through media from identifiable source,
designed to persuade receiver to take action now or in future
o Advertising must be carried by medium
o Source of message should be known or knowable
o Percussive form of communication
o Must grab attention
1: IDENTIFY TARGET AUDIENCE
2: SET OF ADVERTISING OBJECTIVES
o Objectives appear in advertising plan: identifies objectives of campaign,
clarifies specific strategy to accomplish objectives, indicates how firm can
determine whether campaign was successful
o Generally objective is pull strategy: goal to get consumers to pull product
into marketing channel by demanding it
find more resources at oneclass.com
find more resources at oneclass.com
