MARK1012 Lecture Notes - Lecture 11: Integrated Marketing Communications, Brand Awareness, Feedback
Chapter 13 – Integrated Marketing Communications,
Advertising & PR
The Communication Process:
• Sender – messages originates from the sender
Must be clearly identified to intended audience
• Transmitter – marketing department or external agency
Receives information and transforms it for use
• Encoding – oertig seders ideas ito a message (verbal, visual or both)
• Communication channel – medium (print, broadcast, internet) that carries message
• Receiver – person who reads, hears or sees & processes the information contained in
message and/or advertisement
Decoding refers to the proess hih the reeier iterprets the seders
message
• Noise – any interference that stems from competing messages, a lack of clarity or a
flaw in the medium
• Feedback loop – allows receiver to communicate with sender & informs sender
whether message was received and decoded properly
Purchases, complaint or compliment, redemption of coupon, tweet etc
How Consumers Perceive Communication:
• Receivers Decode Messages Differently
Each receiver decodes a message in their own way, not necessarily what sender
intended
Sender has little control over what meaning receiver will take
• Seders Adjust Messages Accordig to Mediu & Receiver’s Traits
E.g. suppliers, shareholders, customers or general pubic & segments within these
The AIDA Model:
• Steps before buying or taking another action
• Also ko as thik, feel, do odel
• At each stage, consumers make judgments about whether to take next step
• Awareness: Sender has to gain attention of customer
Brand awareness - potetial ustoers ailit to reogize or reall that the
brand name is a specific type of retailer or product/service
Aided recall – when consumers indicate they know how the brand when the
name is presented to them
Top-of-mind awareness – highest level of awareness, when consumers mention a
specific brand name first when asked about a product
• Interest: Communication must icrease cosuer’s iterest level
Including messages in ads
find more resources at oneclass.com
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• Desire: Moig osuer fro I like it to I at it
• Action: Drive receiver to action by highlighting ability to satisfy desires
• The Lagged Effect – delayed response to marketing communication campaign
Takes several exposures to a campaign before consumer fully processes message
Elements of an Integrated Marketing Communication Strategy:
• Advertising – entails placement of announcements and persuasive messages in time
or space purchased in any of the mass media by business firms, non-profit
organizations, government agencies and individuals who seek to inform and/or
persuade members of a certain target market or audience about the products,
services, organizations or ideas
Perhaps most widely visible of the IMC components
Step 1: Identify Target Audience (through research)
Step 2: Set Advertising Objectives
• Advertising plan – subsection of firs oerall arketig pla that epliitl aalses
the marketing & advertising situation, identifies the objectives, clarifies a specific
strategy & indicates how firm can determine if campaign was successful
• Pull strategy – get consumers to pull product into marketing channel via demand
• Push strategy – increase demand by focusing on wholesalers, retailers or salespeople
• Informative Advertising: Communication used to create and build brand awareness
with goal of moving consumer through buying cycle to a purchase
• Persuasive Advertising: Usually occurs in growth & early maturity stages, attempts to
accelerate arkets aeptae of produt
• Reminder Advertising: Used to remind or prompt repurchases, especially for
products that have gained market acceptance and are in maturity stage
• Focus of advertisements:
Product-focused – inform, persuade or remind consumers about product
Institutional – inform, persuade or remind consumers about issues related to
places, politics or an industry
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
The communication process: sender messages originates from the sender. Must be clearly identified to intended audience: transmitter marketing department or external agency. Purchases, complaint or compliment, redemption of coupon, tweet etc. How consumers perceive communication: receivers decode messages differently. Each receiver decodes a message in their own way, not necessarily what sender intended. Sender has little control over what meaning receiver will take: se(cid:374)ders adjust messages accordi(cid:374)g to mediu(cid:373) & receiver"s traits. E. g. suppliers, shareholders, customers or general pubic & segments within these. The aida model: steps before buying or taking another action, also k(cid:374)o(cid:449)(cid:374) as (cid:858)thi(cid:374)k, feel, do(cid:859) (cid:373)odel, at each stage, consumers make judgments about whether to take next step, awareness: sender has to gain attention of customer. Brand awareness - pote(cid:374)tial (cid:272)usto(cid:373)er(cid:859)s a(cid:271)ilit(cid:455) to re(cid:272)og(cid:374)ize or re(cid:272)all that the brand name is a specific type of retailer or product/service. Aided recall when consumers indicate they know how the brand when the name is presented to them.
