Source, message, and channel factors all influence how consumers process promotional messages. Source credibility, attractiveness, and power affect persuasiveness. Message structure, including order, conclusion drawing, and sidedness, must be considered. Message appeals like fear, humor, and comparisons are options. Channels differ in personal versus mass reach, information processing requirements, and environmental effects. Media clutter is also a consideration.
Chap 5,source message & channel factor in IMCRajesh Kumar
This slide will give overview regarding selection of source, screening message & identify the channel factor which will be best suited for advertising agency. for more visit www.marketingandbrandingguru.com
Chap 5,source message & channel factor in IMCRajesh Kumar
This slide will give overview regarding selection of source, screening message & identify the channel factor which will be best suited for advertising agency. for more visit www.marketingandbrandingguru.com
Advertisement Creative strategy & creative tactics & formatsNijaz N
A creative strategy defines the important strategic choices required to develop a marketing message.
The creative strategy (often called a copy or advertising strategy) defines what you will say about your product or service.
It explains how you want consumers to think about your Brand.
Communication and Consumer Behavior
Basic Communication Model
The Message Initiator (source)
The Credibility and Dynamics of Informal Source and WOM
Sleeper Effect / source amnesia
The Target Audience (receivers)
Targeting Consumers Through New Media
Designing Persuasive Communications
Emotional Advertising Appeals
Fear
Humor
Abrasive advertising
Audience participation
Celebrities
message
framing
comparative advertising
Creative Strategy: Implementation and EvaluationMike Weber
Advertising and Promotion: Belch;
Chapter 9 Creative Strategy: Implementation and Evaluation;
Advertising Appeal and Execution, Creative Tactics, Client Evaluation and Approval of Creative Work
Calculating the impact of your Advertising Campaign is a crucial step in evaluating your effectiveness and laying your future advertising strategy. Learn the tools of evaluating advertising.
INTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh MishraAmitabh Mishra
“IMC is an attempt to coordinate various marketing and promotional activities to make marketing communication to target customers more efficient and effective.”
“IMC insures that all forms of communication and messages are carefully linked together”
Advertisement Creative strategy & creative tactics & formatsNijaz N
A creative strategy defines the important strategic choices required to develop a marketing message.
The creative strategy (often called a copy or advertising strategy) defines what you will say about your product or service.
It explains how you want consumers to think about your Brand.
Communication and Consumer Behavior
Basic Communication Model
The Message Initiator (source)
The Credibility and Dynamics of Informal Source and WOM
Sleeper Effect / source amnesia
The Target Audience (receivers)
Targeting Consumers Through New Media
Designing Persuasive Communications
Emotional Advertising Appeals
Fear
Humor
Abrasive advertising
Audience participation
Celebrities
message
framing
comparative advertising
Creative Strategy: Implementation and EvaluationMike Weber
Advertising and Promotion: Belch;
Chapter 9 Creative Strategy: Implementation and Evaluation;
Advertising Appeal and Execution, Creative Tactics, Client Evaluation and Approval of Creative Work
Calculating the impact of your Advertising Campaign is a crucial step in evaluating your effectiveness and laying your future advertising strategy. Learn the tools of evaluating advertising.
INTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh MishraAmitabh Mishra
“IMC is an attempt to coordinate various marketing and promotional activities to make marketing communication to target customers more efficient and effective.”
“IMC insures that all forms of communication and messages are carefully linked together”
Health Services MarketingHSA 305Designing And Managing.docxpooleavelina
Health Services Marketing
HSA 305
Designing and Managing Integrated Marketing Communications
Kotler, P., Shalowitz, J., & Stevens, R. J. (2008). Strategic marketing for health care organizations. San
Francisco: Jossey-Bass
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Welcome to Health Services Marketing. In this lesson, we will discuss Designing and Managing Integrated Marketing Communications.
Please go to the next slide.
ObjectivesUpon completion of this lesson, you will be able to:Describe the health care system and the role of marketing
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Upon completion of this lesson, you will be able to:
Describe the health care system and the role of marketing.
Please go to the next slide.
Marketing Communications RoleRepresent the voice of the brandThe primary mechanisms implemented to establish a dialogue and build relationships with consumersDemonstrate consumers how and why a product is implemented, by what kind of person, and where and whenEducate consumers regarding who makes the product and what the organization and brand representCan provide consumers an incentive or reward for trial or usageEnable organizations to link their brands to other people, places, events, brands, experiences, feelings, and things
In this lesson, we will focus on how marketing communications work, what marketing communications can do for an organization, and how holistic marketers combine and integrate marketing communications. Specifically, we will examine the different forms of mass or personal communications such as advertising, sales promotion, events and experiences and public relations and publicity.
Marketing communications are the instruments organizations use to relate the benefits, positioning, and characters of their brands to consumers. In essence it:
Represent the voice of the brand;
Are the primary mechanisms implemented to establish a dialogue and build relationships with consumers;
Demonstrate consumer how and why a product is implemented, by what kind of person, and where and when;
Educate consumer regarding who makes the product and what the organization and brand represent;
Can provide consumers an incentive or reward for trial or usage;
And
Enable organizations to link their brands to other people, places, events, brands, experiences, feelings, and thing.
All of these are ways in which marketing communications can contribute to brand equity. By establishing the brand in memory and crafting a brand image is how these can contribute to brand equity.
Please go to the next slide.
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Marketing Communications and Brand EquityCommunication mixMarketing activities
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Marketing communication mix has six major modes of communications:
Advertising. This is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.
Sales promotion. This is a variety of short-tem incentives to encourage trial or purchase of a product or service.
Events and experiences are organization-sponsored activities and programs designed to create da ...
INTRODUCTION
TO
ADVERTISING AND MARKETING COMMUNICATION
MARKETING COMMUNICATION
Marketing communication (MarCom) is a fundamental and complex part of a company’s marketing efforts. Loosely defined, MarCom can be described as all the messages and media you deploy to communicate with the market.
Marketing communication includes advertising, direct marketing, branding, packaging, your online presence, printed materials, PR activities, sales presentations, sponsorships, trade show appearances and more.
Marketing communication has two objectives. One is to create and sustain demand and preference for the product. The other is to shorten the sales cycle.
An Introduction to Integrated Marketing Communications
Source, Message, and Channel Factors
1. Source, Message, and Channel Factors
Chapter 6 Group 8
Advertising And Promotion, 6/E - Belch Integrated Marketing Communications
Aditya GSN Indrajit Bage N Krishna Chaitanya Neeraj Panghal Prateek Jaiswal Silpa Kamath
2. Chapter Objectives
• To study the major variables in the communication system and how they
influence consumers’ processing of promotional messages.
• To examine the considerations involved in selecting a source or
communicator of a promotional message.
• To examine different types of message structures and appeals that can
be used to develop a promotional message.
• To consider how the channel or medium used to deliver a promotional
message influences the communication process.
3. Promotional Planning through the
Persuasion Matrix
• Persuasion matrix helps marketers see how each controllable element interacts with
the consumer’s response process.
• The matrix has two sets of variables. Independent variables are the controllable
components of the communication process. Dependent variables are the steps a
receiver goes through in being persuaded.
4. Source Factors
Source means the person involved in communicating a marketing message, either directly or
indirectly.
A direct source is a spokesperson who delivers a message and/or demonstrates a product or
service. An indirect source, say, a model, doesn’t actually deliver a message but draws attention to
and/or enhances the appearance of the ad.
Source Credibility
Credibility is the extent to which the recipient sees the source as having
relevant knowledge, skill, or experience and trusts the source to give unbiased,
objective information. There are two important dimensions to credibility, expertise
and trustworthiness.
Low credibility source may be as effective as a high credibility source
is the sleeper effect, whereby the persuasiveness of a message
increases with the passage of time.
5. Source Factors
Source Attractiveness
A source characteristic frequently used by advertisers is attractiveness, which
encompasses similarity, familiarity and likability.
Similarity is a supposed resemblance between the source and the receiver of the
message, while familiarity refers to knowledge of the source through exposure.
Likability is an affection for the source as a result of physical appearance, behaviour, or
other personal traits.
Overshadowing the Product, Overexposure, Target Audiences Receptivity , Risk to the
advertiser are ways to apply Likability.
Source Power
A source has power when he or she can actually administer rewards and punishments to
the receiver. As a result of this power, the source may be able to induce another person
to respond to the request or position he or she is advocating.
The power of the source depends on several factors. The source must be perceived as
being able to administer positive or negative sanctions to the receiver (perceived control)
and the receiver must think the source cares about whether or not the receiver conforms
(perceived concern). The receiver’s estimate of the source’s ability to observe conformity
is also important (perceived scrutiny).
6. Message Factors
Message Structure
Marketing communications usually consist of a number of message points
that the communicator wants to get across. An important aspect of message
strategy is knowing the best way to communicate these points and overcome
any opposing viewpoints audience members may hold.
Order of Presentation
Presenting the strongest arguments at the beginning of the message
assumes a primacy effect is operating, whereby information
presented first is most effective. Putting the strong points at the
end assumes a recency effect, whereby the last arguments
presented are most persuasive effect.
Conclusion Drawing
Marketing communicators must decide whether their messages
should explicitly draw a firm conclusion or allow receivers to draw
their own conclusions.
7. Message Factors
Message Structure
Message Sidedness
Another message structure decision facing the market involves
message sidedness. A one-sided message mentions only positive
attributes or benefits. A two-sided message presents both good and
bad points. One-sided messages are most effective when the target
audience already holds a favourable opinion about the topic. They
also work better with a less educated audience.
Refutation
An a special type of two-sided message known as a refutational
appeal, the communicator presents both sides of an issue and
then refutes the opposing viewpoint. Since refutational appeals
tend to “inoculate” the target Audience against a competitor’s
counterclaims, they are more effective than one-sided messages In
making consumers resistant to an opposing message.
8. Message Factors
Message Appeals
Comparative Advertising
Comparative advertising is the practice of either directly or
indirectly naming competitors in an ad and comparing one or more
specific attributes. Comparative advertising may be particularly
useful for new brands, since it allows a new market entrant to
position itself directly against the more established brands and to
promote its distinctive advantages.
Fear Appeals
Fear is an emotional response to a threat that expresses, or at least
implies, some sort of danger. Ads sometimes use fear appeals to
evoke this emotional response and arouse individuals to take steps
to remove the threat.
Relationship between fear levels and
message acceptance
9. Message Factors
Message Appeals
Humour Appeals
Humorous ads are often the best known and best remembered of all
advertising messages.
Advertisers use humour for many reasons. Humorous messages
attract and hold consumers’ attention. They enhance effectiveness
by putting consumers in a positive mood, increasing their liking of
the ad itself and their feeling toward the product or service. And
humour can distract the receiver from counter arguing against the
message.
10. Channel Factors
Personal versus Non personal Channels
There are a number of basic differences between personal and non personal
communications channels. Information received from personal influence
channels is generally more persuasive than information received via the
mass media.
Effects of Alternative Mass Media
The various mass media that advertisers use to transmit their messages
differ in many ways, including the number and type of people they reach,
costs, information processing requirements, and qualitative factors.
Differences in Information Processing
There are basic differences in the manner and rate at which information from
various forms of media is transmitted and can be processed. Information from
ads in print media, such as newspapers, magazines, or direct mail, is self
paced; readers process the ad at their own rate and can study it as long as
they desire. In contrast, information from the broadcast media of radio and
television is externally paced; the transmission rate is controlled by the
medium.
11. Channel Factors
Effects of Context and Environment
A qualitative media effect is the influence the medium has on a message.
The image of the media vehicle can affect reactions to the message.
A media environment can also be created by the nature of the program in
which a commercial appears.
Clutter
Another aspect of the media environment, which is important to advertisers,
is the problem of clutter, which has been defined as the amount of
advertising in a medium.