COMSATS Institute of Information Technology

1. M. Hammad Younas
SP16-BAF-005

2. A View of the Communications Process
Integrated marketing communication
involves identifying the target
audience and shaping a well-
coordinated promotional program to
obtain the desired audience response

3. Communications Process
 Sender
 Encoding
 Message
 Media
 Decoding
 Receiver
 Response
 Feedback
 Noise

4. Communications Process

5. Developing Effective Communication
 Step1:Identifying the Target Audience
 Step2:Determining Communication
Objectives
 Step3: Designing a Message
 Step4:Choosing Media
 Step5:Selecting the message source
 Step6:Collecting Feedback

6. Developing Effective Communication
Step1:Identifying the Target Audience
Affects decisions related to what, how,
when, and where message will be said,
as well as who will say it.
.

7. Step2:Determining Communication Objectives
Six buyer readiness stages
Developing Effective Communication
Awareness Knowledge Liking
PreferenceConvictionPurchase

8. https://www.youtube.com/watch?v=TJ5WFAecylk
iPhone Oscar Teaser

9. Step3: Designing a Message
AIDA framework guides message design.
AIDA Model
• Get Attention
• Hold Interest
• Arouse Desire
• Obtain Action
Developing Effective Communication

10. https://www.youtube.com/watch?v=WtxlEvBVcY8
AIDA Model

11. Message content contains appeals or themes designed to produce
desired results.
 Rational appeals: relate to the audience’s self-interest.
 Emotional appeals: Stir up negative or positive feelings
using humor, fear, pride, joy, etc.
 Moral appeals: related the audience’s sense of right vs
wrong
Developing Effective Communication
Step3: Designing a Message

12. Emotional Appeal
https://www.youtube.com/watch?v=8mhR8F4W03s

13. https://www.youtube.com/watch?v=oyu3wTVWJXk
Moral Appeal

14. Developing Effective Communication
Message Structure: Key decisions are required with respect to
three message structure issues:
Whether or not to draw a conclusion
One-side vs two-sided argument
Order of argument presentation.
Step3: Designing a Message

15. Step3: Designing a Message
Developing Effective Communication
Message format: Design, layout, copy, color, shape,
movement, words, sounds, body language, dress, etc.

16. Step4:Choosing Media
 Personal communication channels: Includes face to
face, phone, mail, and Internet chat communications.
 Non-personal communication channels: Includes
media, atmosphere, and events.
Developing Effective Communication

18. Step5: Selecting the Message Source
 Highly credible sources are more persuasive.
 A poor spokesperson can tarnish a brand.
Developing Effective Communication

20. Message Source
https://www.youtube.com/watch?v=UXvigqa3plQ

21. Developing Effective Communication
Step6:Collecting Feedback
Recognition, recall, and behavioral measures are
assessed.
 May suggest changes in product/promotion.