Marketing
Communication
    Communication
    Part ONE out of Four

    Danny Abramovich
    Marketing Plan Specialist


1...
Course Introduction, Main Topics
    Background: Consumer Behavior ü
    Human Communication
    Marketing Communication
 ...
1. Communication 4 Background
    Development of Human
    Communication Tools:
           ð Speech ð Writing ð Alphabet ð...
1. Communication 4 Background
    Development of Human
    Communication




       Sailor Jack, The famous Cracker Jack

...
1. Communication 4 Definition

    Human Communication is . . .

    Business Communication is . . .




            0. Ba...
1. Communication 4 Definition
    Human Communication is made up of
    information:
     Anything that changes one’s
    ...
iihupznr3OfgLxQCC2A3BGd1AxHhVIjx2R4uj0cCu4mA/hJ5qSMZhd+gmTUlwKrFUPtrpb9leMRb7c/4gTO1dtNF5l
hJgARIgARIgARIYO8ToEiw968xz5AES...
How many pieces of information ?




8             www.marketingPlanNOW.com   communication
9
    www.milliondollarhomepage.com
             www.marketingPlanNOW.com   communication
1. Communication 4 Definition

     I’m Blind - Please Help Me!

     Today is a wonderful day,
     but I can’t see that!...
1. Communication 4 Definition
                    Business Communication
                     is the set of activities
   ...
1. Communication: Non verbal




12          www.marketingPlanNOW.com   communication
1. Communication: Culture




13          www.marketingPlanNOW.com   communication
1. Communication: Culture




14          www.marketingPlanNOW.com   communication
1. Communication 4 Process


  = Information      = Communication                = Changing
                              ...
1. Communication 4 Process
       Ï         Ð
     Encoding/ Decoding Symbols
       • Graphic                 • Verbal
  ...
1. Communication 4 Process




17         www.marketingPlanNOW.com   communication
1. Communication levels
 Corporate Level
     Messages influenced by a company’s overall business
     practice & Philosop...
1. Communication 4 B-Model
     • Source - initiator of the message,
        – Example: manufacturer, retailer, marketing ...
1. Communication model




20         www.marketingPlanNOW.com   communication
1. Communication: Types of Com
     • Specific communications
       – Involve direct transmission of a message from a sin...
1. Communication: Types of Com
     • Specific communications (1:1)
       – Involve direct transmission of a message from...
1. Communication: Types of Com
     • Selective communications (1:few)
       – Involve directing messages through a singl...
1. Communication: Types of Com
     • Mass communications (1:many)
       – Involve the use of one or more media to reach ...
1. Communication: Types of Com
        Medium-Message-Receiver




25           www.marketingPlanNOW.com   communication
1. Communication: Types of Com
                Mass Markets

               Market Segments


 Levels of       Niche Marke...
1. Communication: Key Success Factors

   Sellers Need to
   Sellers Need to                         Sellers Must Develop
...
1. Communication4Application
   You are to act as an in-class
   Advertising Agency!
   You will also be assigned as a “Cl...
1. Communication4Application
   You are to act as an in-class
   Advertising Agency!
   You will also be assigned as a “Cl...
name of academic institution
      title of academic degree
        title of this seminar
                                ...
1. Communication!




31       Next Issue: MarCom
            www.marketingPlanNOW.com   communication
Marketing
Communication
     Communication
     Part ONE out of Four

     Danny Abramovich
     Marketing Plan Specialist...
2
   pter
Cha ing
         et
    m ark cation
        uni
 c om m
Upcoming SlideShare
Loading in...5
×

Marketing Communication-1 - Introducing communication

2,468

Published on

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
2,468
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
413
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Marketing Communication-1 - Introducing communication

  1. 1. Marketing Communication Communication Part ONE out of Four Danny Abramovich Marketing Plan Specialist 1 www.marketingPlanNOW.com communication
  2. 2. Course Introduction, Main Topics Background: Consumer Behavior ü Human Communication Marketing Communication Creativity Integrated MarCom Global IMC 2 www.marketingPlanNOW.com communication
  3. 3. 1. Communication 4 Background Development of Human Communication Tools: ð Speech ð Writing ð Alphabet ð Printing ð Telegraph ð Phone ð Broadcast ð Internet ð Cellular ð Combinations! 3 www.marketingPlanNOW.com communication
  4. 4. 1. Communication 4 Background Development of Human Communication Sailor Jack, The famous Cracker Jack 4 www.marketingPlanNOW.com communication
  5. 5. 1. Communication 4 Definition Human Communication is . . . Business Communication is . . . 0. Background: CB 3. Creativity 5 1. Communication 4. Integrated MarCom www.marketingPlanNOW.com communication 2. MarCom 5. Global IMC
  6. 6. 1. Communication 4 Definition Human Communication is made up of information: Anything that changes one’s understanding (Marchionini, 1995). Process, knowledge (Buckland, 1991). Organized, transformed, presented, Meaningful, contextual (Shedroff, 1994). 6 www.marketingPlanNOW.com communication
  7. 7. iihupznr3OfgLxQCC2A3BGd1AxHhVIjx2R4uj0cCu4mA/hJ5qSMZhd+gmTUlwKrFUPtrpb9leMRb7c/4gTO1dtNF5l hJgARIgARIgARIYO8ToEiw968xz5AESIAESIAESIAEGnG1OqA4SAKY2FwbW4tijqYIFwcXwR+mgiqlprVnDKi f ZvGhLYGAH8EkFya0WCQZtd3EZ9xDXyP7APbNDRRPCpMoDt1vfbOwo3IoESIAESIA ESIAESIAEto4ARYKtY8 How many pieces of information ? s9kwAJkAAJkAAJkMD2E0BPQCEIK1aRwEi5H8XLCskE6CRAZ4E1EqdaxnRlVGlVEyKB1jczTnXe/ivHEewaAho 7kIdugY6KAxAN8OvVDJvFuItfJSgCPvU98cktx44fOnQQL2mMMRcSIAESIAESIAE SIAES2DEEKBLsmEvBgZA ACZAACZAACZDAFhAIIoGsyjhXhcD2R7nOaEYXQV1Kr6/PSxUJJNWyplSlvhKlEnG q8xZcDO5yTxLwaLwxYo OrUIXMYtgKIZGglE4lEOMgGCzm0j9PbLfuZmORbjAc4kICJEACJEACJEACJEACO4 cARYKdcy04EhIgARIgAR IgARLYEgKaUYxeASl6vpAf3yqzCyoS4IUsUUkAGgKWDCKBk7oJwaqJRDRN35JrwZ 3uOQIIA29UVDOpdgg0sY oENuJ0JRzUtA1kGTSpFL1ZDWXKy66a7x6/tw8Jbg9dxvwhEiABEiABEiABEhgdxOgSLC7rx9HTwIkQAIkQAIkQ AIPQwBWKGqSXo/rk92VlQ++/jcuWFyt8uVKqjqz1pkBfNMjWUmltq5b14gtRmgB7YZ4X5HAxgg4hHl4mHdFCfp xxNvYSdY0zhbFwBXVKCmlHvp9vQuPHzz0hq9+3M/3oCdsbM/cigRIgARIgARIgAR IgATOEgGKBGcJNA9DAiR AAiRAAiRAAttDACIBUokxddmOZXX5s1e+4PKVYbcZZ5142ReoVnYQRiBmNUVkgUs aQaUz8ibSoAIuJEACD0 cgctaXPjLOZ15S/AKhSydxVWPLZbMcx3af7fqRccXg2k78ylu/Jwd6EsFtiDrBw4Hl+yRAAiRAAiRAAiRAAmeRA EWCswibhyIBEiABEiABEiCBs08AIkFrKBQty+rwLx9z9VOHRadZwfRnybRSmTTGR 9EoNsg1Ro3TOvUiwhrqmJ pizEcSIIEHJRDVEeK+8WviskYyFyX4zYldpZ0Eadm4elBbU3fFz/5wbu7Jv/i6X0AnAbZhKsHZ/79CHpEESIAESIA ESIAESOBBCVAk4M1BAiRAAiRAAiRAAnuagGYMaCeB85jZvPK3Vz3/6SujrDhhoqaEDRGqm4gngI5gdSvrUd9 EJwHnOe/pW4Ind2YJtAkD+ntkoROo8KbJxVUZ45cO1kN4CZngsz8+cPCpN/zFsfnBvMzGFAnO7CXg3kiABEiAB EiABEiABB4ZAYoEj4wfP00CJEACJEACJEACO5sASv8l6v7aM1Ckyye+fvlTn3T0aOJ9HxmrwVMIkkAT6YpkAp UHvFoT6eMDOQ5hGxdKog+2wU6GgcGvLfRTOstXaj389YfeyIVoP4sbL6hdZ+/eW3 +3h1+Vye9LO37NA8crkUpre hYe/4ugE2CkiPVAfw5aDKyVVH+toryMbzj/4if95KtLCwe7kqQUCc7y/cfDkQAJkAAJkAAJkAAJPCQBumHyBiEB EiABEiABEiCBvUwAZUy4CqmJECY0N9lAXN/4PhIIdOKz0ZdRyhRJnaYRxChzQgYw CDHW6mcogRq8Hx71LU QaN1AXrG4TPhpWbLmj1nZUp1YMXofrYBwfzk6Lzhj8+jHf9yP32QN/PE0Cax8D8wdcJxcClyOsei9ibe+ucIHwBH cdbkiseSKYno8ft/Z+m+4fA4YHV3toxBNj1UhvG4aKG8lKmUiOdoH2Vgu/JhbuQ8YhpgCfRbuAbWzUSFP6DpSCG tkgvY5lgrBXv5/XJ4bCZAACZAACZAACexKAhQJduVl46BJgARIgARIgARIYDMEtD communication 7 www.marketingPlanNOW.com auZUxvYu9hKIQFD9AF1 AolzIPWHgJnQhSBTpHGGj6wVrINxdqwtKXeyXahmttOqd4hj5i+XcQo3ZrCmtKaJ sKq5+e03oxHlJzXBj9FyJTmzd xMj2Tb+7Of3G2Tmfjqz4N1/YvT50HQ8sZ7WPds4f2mI8TvxmQMOGJQBh5wSA5DRRcBBLiwvZb+VUvTEI
  8. 8. How many pieces of information ? 8 www.marketingPlanNOW.com communication
  9. 9. 9 www.milliondollarhomepage.com www.marketingPlanNOW.com communication
  10. 10. 1. Communication 4 Definition I’m Blind - Please Help Me! Today is a wonderful day, but I can’t see that! 10 www.marketingPlanNOW.com communication
  11. 11. 1. Communication 4 Definition Business Communication is the set of activities whereby businesses and other organizations create exchanges (transfers of value) between themselves and their customers. 11 www.marketingPlanNOW.com communication
  12. 12. 1. Communication: Non verbal 12 www.marketingPlanNOW.com communication
  13. 13. 1. Communication: Culture 13 www.marketingPlanNOW.com communication
  14. 14. 1. Communication: Culture 14 www.marketingPlanNOW.com communication
  15. 15. 1. Communication 4 Process = Information = Communication = Changing Attitudes Source ó Coding ó Message ó Channel ó Decoding ó Reception Obj. Sign Media — Ï ¯ » Ð O 15 www.marketingPlanNOW.com communication
  16. 16. 1. Communication 4 Process Ï Ð Encoding/ Decoding Symbols • Graphic • Verbal – Pictures – Spoken word – Drawings – Written word – Charts – Song lyrics • Musical • Animation – Arrangement – Action/motion – Instrumentation – Pace /speed – Voice or chorus – Shape/Form 16 www.marketingPlanNOW.com communication
  17. 17. 1. Communication 4 Process 17 www.marketingPlanNOW.com communication
  18. 18. 1. Communication levels Corporate Level Messages influenced by a company’s overall business practice & Philosophy: vision, mission, corporate culture. Marketing Level Messages influenced by various aspects of marketing-mix such as product quality, design, pricing and distribution. Marketing Communication Level Strategic and execution consistency among all forms of marketing communication. 18 www.marketingPlanNOW.com communication
  19. 19. 1. Communication 4 B-Model • Source - initiator of the message, – Example: manufacturer, retailer, marketing firm. • Message - idea being communicated, – Example: advertising copy, sales presentation. • Medium - vehicle for delivering the message, – Example: television, newspaper, etc. • Receiver - person(s) to whom the message is delivered, – Example: customer, influencer, middleman. 19 www.marketingPlanNOW.com communication
  20. 20. 1. Communication model 20 www.marketingPlanNOW.com communication
  21. 21. 1. Communication: Types of Com • Specific communications – Involve direct transmission of a message from a single source to a single, specific receiver. • Selective communications – Involve directing messages through a single medium to a limited number of receivers. • Mass communications – Involve the use of one or more media to reach large numbers of receivers, exposing every potential buyer to the message. 21 www.marketingPlanNOW.com communication
  22. 22. 1. Communication: Types of Com • Specific communications (1:1) – Involve direct transmission of a message from a single source to a single, specific receiver. 22 www.marketingPlanNOW.com communication
  23. 23. 1. Communication: Types of Com • Selective communications (1:few) – Involve directing messages through a single medium to a limited number of receivers. 23 www.marketingPlanNOW.com communication
  24. 24. 1. Communication: Types of Com • Mass communications (1:many) – Involve the use of one or more media to reach a large numbers of receivers, exposing every potential buyer to the message. 24 www.marketingPlanNOW.com communication
  25. 25. 1. Communication: Types of Com Medium-Message-Receiver 25 www.marketingPlanNOW.com communication
  26. 26. 1. Communication: Types of Com Mass Markets Market Segments Levels of Niche Markets Audience Small Groups Aggregation 26 Individuals www.marketingPlanNOW.com communication
  27. 27. 1. Communication: Key Success Factors Sellers Need to Sellers Need to Sellers Must Develop Sellers Must Develop Know What Audiences Know What Audiences Feedback Channels to Feedback Channels to They Wish to Reach They Wish to Reach Assess Audience’s Assess Audience’s and Response and Response Response to Response to Desired. Desired. Messages. Messages. Sellers Must Send Sellers Must Send Sellers Must be Good Messages Through Messages Through Sellers Must be Good Media that Reach at Encoding Messages at Encoding Messages Media that Reach That Target Audience Target Audiences Target Audiences That Target Audience Can Decode. Can Decode. 27 www.marketingPlanNOW.com communication
  28. 28. 1. Communication4Application You are to act as an in-class Advertising Agency! You will also be assigned as a “Client” of another in-class Advertising Agency! Source ó Coding ó Message ó Channel ó Decoding ó Reception Obj. Sign Media — Ï ¯ » Ð O 28 www.marketingPlanNOW.com communication
  29. 29. 1. Communication4Application You are to act as an in-class Advertising Agency! You will also be assigned as a “Client” of another in-class Advertising Agency! Source ó Coding ó Message ó Channel ó Decoding ó Reception Obj. Sign Media — Ï ¯ » Ð O 29 www.marketingPlanNOW.com communication
  30. 30. name of academic institution title of academic degree title of this seminar a visual assignment title element name of your agency representing the title full name of lecturer of this full names of students assignment submission date 30 no page number! you can add a © clause. www.marketingPlanNOW.com communication
  31. 31. 1. Communication! 31 Next Issue: MarCom www.marketingPlanNOW.com communication
  32. 32. Marketing Communication Communication Part ONE out of Four Danny Abramovich Marketing Plan Specialist 32 www.marketingPlanNOW.com communication
  33. 33. 2 pter Cha ing et m ark cation uni c om m
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×