How do marketing communications work

1. HOW DO MARKETING
COMMUNICATIONS
WORK?

2. Communication process models.
•Marketers should understand the
fundamental elements of effective
communication. Two models are
useful: a macro model and a micro
model.

3. Macro Model

4. • Sender and receiver represent two major
parties in the communication process.
• Message and media represent two major
communication tools
• Encoding,decoding,response and
feedback represent four main functions of
the communication process.
• The last element is noise.

5. • The model emphasizes the basic and key
factors in effective communication.
• Senders must know what audiences they
want to reach and what response they
want to get.
• They must encode their messages so that
target audience can decode them.

6. • They must transmit the message through
media which can reach the target
audience.
• This model emphasizes on developing
feedback channels which will monitor
responses.

7. Micro Model

8. Micromodels concentrate on the customer’
customers’ responses to communications.
• The figure summarises four classic
response hierarchy models.All these
models assume that the buyer passes
through:
1 .Cognitive stage.
2.Affective stage.
3.Behavioral stage (in that order).

9. • This “learn-feel-do” sequence is appropriate
when the audience has a high involvement with
a product category perceived to have high
differentiation.
• An alternative sequence, “do-feel-learn” is
relevant when the audience has high
involvement but perceives little or no
differentiation within the product category.

10. • A third sequence, “learn-do-feel” is relevant when
the audience has low involvement and perceives
little differentiation within the product category.
• By choosing the right sequence, the marketers can
do a better job of planning communications.
• To increase the odds for a successful marketing
communications campaign, marketers must
attempt to increase the likelihood that each step
occurs

11. The End!!
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