HOW DO MARKETING COMMUNICATIONS WORK

1. HOW DO MARKETING
COMMUNICATIONS WORK ?

2. TO UNDERSTAND IT 2
MODELS ARE USEFUL

3. 1) MACROMODEL
THEY FOCUS ON THE
COMMUNICATION PROCESS

5. 1) SENDER -
ONE WHO GENERATES THE
MESSAGE
2) RECEIVER –
TARGET AUDIENCE FOR
WHOM THE MESSAGE IS
GENERATED

6. MAJOR TOOLS
1) MESSAGE-
IT IS THE CONTENT
2) MEDIA –
THROUGH WHICH THE
MESSAGE TRANSMITS

7. MAJOR FUNCTIONS
1) ENCODING-
SENDER DOES IT SO THAT TARGET
AUDIENCE CAN DECODE IT
2) DECODING-
DONE BY RECEIVER TO
UNDERSTAND THE MESSAGE

8. 3) RESPONSE-
GIVEN BY THE RECEIVER
4) FEEDBACK-
TO MONITOR THE RESPONSES

9. MORE THE
OVERLAPPING
BETWEEN THE
RESPECTIVE
FIELDS OF
EXPERIENCE,
MORE
EFFECTIVE
THE
MESSAGE
WILL BE

10. 2) MICROMODEL
THEY FOCUS ON CONSUMER
RESPONSES

12. LETS TAKE THE
HIERARCHY-OF-EFFECTS
MODEL
(2ND COLUMN IN THE ABOVE
TABLE)

14. 1) AWARENESS
POPULARIZING THE BRAND
2)KNOWLEDGE
ENLIGHTENING THE TARGET
AUDIENCE ABOUT THE BENEFITS
OFFERED BY THE BRAND

15. 3)LIKING
FEELING OF THE BRAND AMONG THE
AUDIENCE-
GOOD OR BAD
4)PREFERENCE
COMPARING WITH COMPETITORS’
PRODUCTS SO THAT CONSUMERS
PREFER IT OVER OTHERS

16. 5)CONVICTION
SHOWING CONSUMERS IT IS THE BEST
SOLUTION TO THEIR PROBLEMS SO THEY
MAY BUY IT
6)PURCHASE
OFFERING DISCOUNTS,FREE SAMPLING
etc.
TO INDUCE PURCHASE OF PRODUCT

17. IF THE PROBABILITY OF
THESE STEPS IS 10% EACH,
PROBABILITY OF ALL
OCCURRING IS 0.0001%

18. IT MEANS A CHANCE OF
1 IN A MILLION

19. HOW TO
MAKE
THIS
HAPPEN ?

20. THE MOST IMPORTANT
ONE

21. 2) AD CAUSES
CONSUMERS TO PAY
ATTENTION
3) AD MOTIVATES
CONSUMERS TO
PURCHASE THE BRAND

22. LASTLY IT CREATES STRONG
BRAND ASSOCIATIONS

23. THESE SLIDES WERE
CREATED BY AMOD
BANSAL,
THAPAR UNIVERSITY,
DURING A MARKETING
INTERNSHIP BY
PROF. SAMEER MATHUR,
IIM LUCKNOW