marketing assignment 1000 words

MKT201 Integrated

Marketing Communications

The Communication Process

Lecture 2

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Icon Meaning Activity

Take notes These are important points and you should take notes.

You will be required to know this

information.

Individual

Activity

Students complete an individual task.

Group Activity Students discuss/ complete activities in groups and report back to the class.

Research

required

You will need to research this and do

some reading before the next class.

Important

Concept

You MUST understand this concept to

successfully complete the subject. Seek

help if you don’t understand.

Practice

Questions

Students will complete these questions as

practice for the exam.

This Topic’s Big Idea

“Customers decode messages

differently”

Image adopted from: Hogge, P 2011, Suddenly, over Calgary, Food for the fickle grey beast, viewed 22nd of February

2016, http://theficklegreybeast.squarespace.com/journal/2013/2/2/suddenly-over-calgary.html

Learning Objectives

• Understand how the elements of the communication process transfer, meaning from the sender to the receiver

• Understand the nature of meaning in marketing communication using a perspective known as semiotics

• Explain how marketing communicators use the three forms of figurative language (simile, metaphor and allegory)

• Explain the basic features of the two models of consumer behaviour: the consumer processing model (CPM) and the hedonic, experiential model (HEM).

Communication has

four important elements

Communication - a dynamic process in which people attempt to share their internal states with other people through the use of symbols

Four elements of communication:

– Information

– People

– Time

– Format

The Communication

Process

Wrong intended message?

Watch Me: https://www.youtube.com/watch?v=79J36377nBk

Can you think of any other examples, where

companies failed to deliver intended

message to its consumers?

Effective Communication

Effective communication ensures that the

message from the sender to the receiver is

based on a common meaning.

A lack of common meaning can lead to:

• a waste of resources

• an ineffective message.

Communications for the 21st

century

Technology will influence:

– how information reaches consumers

– who seeks out information

– places where information can be gathered,

outside of those created by marketers.

A two-way communication model for this

technology- driven age needs to be adopted.

A communication Process for

the 21st Century

The meaning of

the message

Meaning is developed by accomplishing

specific

brand-level objectives.

Meaning can be derived from a number of

perspectives.

• Semiotics

• Symbols

Semiotics

Semiotics – is the study of signs and the analysis of meaning- producing events

Sign – is something physical and perceivable that signifies something (the referent) to somebody (the interpreter) in some context.

Symbol - a mark or character used as a conventional representation of an object, function, or process

Watch Me: https://www.youtube.com/watch?v =llZk-ejfDcA

Semiotics (Cont.)

The Use of Symbols, Signals,

and Signs

Adopted from: All about India, The Complete Guide to India, viewed 9th of

February 2016, http://www.all-about-india.com/Flag-of-India.html

Adopted from: Ajay, S, 2015, Symbols: an effective marketing communication tool in

branding, International Journal of Research in Commerce, IT & management, Vol 5 issue 10,

pp1-4, viewed 9th of February 2016 from EBSCHO Business Source Corporate Database

The Meaning of Meaning

Meaning – can be thought of as the perceptions (thoughts) and affective reactions (feelings) to stimuli evoked within a person when she or he is presented with a sign (e.g. the golden arches of McDonalds) in a particular context

What is the meaning

of this advert?

External Influences on Meanings

Marketing communications take place in cultural and social environments that are

already loaded with meaning.

These external influences (values and beliefs, and artefacts of these values and beliefs) are

learned through socialisation.

These external influences can influence the internal interpretations of the marketing

communications.

Three Main Forms of

Figurative Language

Simile

• Old Spice | The Man Your Man Could Smell Like

https://www.youtube.com/watch?v=owGykVbfgUE

Metaphor

• “Red Bull gives you wings” https://www.youtube.com/watch?v=K31dg86OmuM

Allegory

• Eclipse Chewy Mints https://www.youtube.com/watch?v=ogVCRHn17CE

Behavioural foundations of

marketing communications

Understanding the behavioural foundations

aids in:

• influencing consumers’ branded-related

beliefs

• attitudes towards the brand

• emotional reactions to the brand

• ultimately, the choice of brand.

Head or Heart

Analysis of consumer choice should not oversimplify the

process.

Consumer decision making is very complex and is unlikely

to be based on either:

Rational and hedonic models are not mutually exclusive

pure reason

cold, logical,

and rational or

pure feelings

passionate, spontaneous,

irrational.

Behavioural Foundations of

Marketing Communications

The Consumer

Processing Model

(CPM)

The Hedonic

Experiential Model

(HEM)

Consumers must process the

information

1 Exposure to information

2 Selective attention

3 Comprehension of

attended information

4 Agreement with comprehended

information

5 Retention of

accepted information

6 Retrieval of

information from memory

7 Decision making from alternatives

8 Action taken on the basis of the decision

Eight Stages of Processing

I. Exposure to Information

Exposure – means that

consumers come into contact

with marketer’s message

The fundamental task is to

deliver the message to

consumers

II. Selective attention

Attention – means to focus

cognitive resources on, and

think about, a message to

which one has been exposed

• Actively listening and

thinking about the message

• Conscious attention

(deliberate attention) versus

automatic attention

(superficial attention)

Eight Stages of Processing

III. Comprehension

Perception – the way in

which something is

regarded, understood, or

interpreted.

• Creates meaning outside

of stimuli and meanings

• Results in interpretation

of the message

IV. Agreement

Does the message provide

agreement or dissonance?

Is the message:

Credible

Believable

Trustworthy

Eight Stages of Processing

V. Retention

Retention – is when a

person can recall or retain

experiences based on the

mental process of

recognition

IV. Retrieval

Retrieval - is the ability to

access information when

you need it

Both processes involve memory

Information is received by sensory receptors (eye, ears, nose).

Information is processed and stored in long-term memory (LTM).

LTM is transferred to short-term memory (STM) for processing at

a later time (e.g. when making a purchase).

Eight Stages of Processing

VII. Decision making

Using information stored in

memory, consumers often

seek out the best brand.

Sometimes information is

conflicting, therefore

consumers apply a decision

heuristic, such as the affect

referral or compensatory

heuristic.

VIII. Action

Consumer behaviour is not

linear.

Behaviour is not always

consistent with preferences.

Situational influences may

act as the disruptor in

reasoned choices.

Next Week

The Communication Process