WELCOME

TO
ADVERTISING &
SALES
PROMOTION
Semester January – June
Integrated Marketing Communication
 Internal Evaluation

 10 marks Group presentations

 10 marks Assignment
 10 marks Test
 10 marks Attendance
Marketing Communication

Lecture 1
Today’s Communication Paradox

 More = Less
 MORE COMMUNICATION OPTIONS…
 Internet, email, voicemail, telephone, fax,
pagers, cell phones, and the next generation
of devices (phones with digital cameras, etc)
Leave us LESS TIME and ATTENTION to
attend to the truly important information;
and therefore, hinder communication !
                                              
The Communication Process
 An information source
 Encoding
 From source
A message channel
 Who or what media conveys message
 Decoding
 Interpretation by receiver
 Receiver
 Consumer action taken by receivers
 Feedback
 Effectiveness of message
 Noise
 Uncontrollable and unpredictable influences
                                              
Marketing Communication Flow
Marketing Communication

External Internal

Target Audience

Company
Customer Department
Channel Employees
-Members Stock -holders
Companies
Govt.- agencies
Private-
agencies
 AIDA model
A - Attention (Awareness):
Cognitive Stage attract the attention of the
customer.
Affective Stage I - Interest: raise customer
interest by demonstrating
features, advantages, and
benefits.

Affective Stage D - Desire: convince customers

that they want and desire the
product or service and that it will
satisfy their needs.
Behavioral stage A - Action: lead customers
towards taking action and/or
purchasing.
Hierarchy of effects Model

Stages

Cognitive Stage Awareness

Knowledge

Affective Stage Liking

Preference
Conviction

Behavioral Stage Purchase

Other Models
Stages Innovation Adoption Information
model Processing Model

Cognitive Awareness Presentation

Attention
Comprehension
Affective Interest Yielding
Evaluation Retention

Behavioral Trial Behavior

Adoption
FCB Model
Developing Effective Communication

 Step 1: Identifying the Target Audience

 Affects decisions related to what, how, when, and
where message will be said,
as well as who will say it
 Step 2: Determining Communication
Objectives
 Six buyer readiness stages
 Awareness---Knowledge---Initial Interest---
Preference---Conviction----Purchase
Developing Effective Communication

 Step 3: Designing a Message

 AIDA framework guides message design
 Message content contains appeals or themes designed
to produce desired results
 Rational appeals
 Emotional appeals
 Love, pride, joy, humor, fear, guilt, shame
 Moral appeals
Developing Effective Communication

 Step 4: Choosing Media

 Personal communication channels
 Includes face-to-face, phone, mail, and Internet chat
communications
 Word-of-mouth influence is often critical
 Buzz marketing cultivates opinion leaders
 Non personal communication channels
 Includes media, atmosphere, and events
Developing Effective Communication

 Step 5: Selecting the Message Source

 Highly credible sources are more persuasive
 A poor spokesperson can tarnish a brand
 Step 6: Collecting Feedback
 Recognition, recall, and behavioral measures are
assessed
 May suggest changes in product/promotion
Integrated Marketing Communication tools
(IMC)
 IMC consists of:
The Marketing Communications Mix.
 Advertising (above and below the line).
 Sales Promotion.
 Personal Selling.
 Public Relations (and publicity).
 Direct Marketing.
 Trade Fairs and Exhibitions.
 Sponsorship.
 Packaging.
 Merchandising (and point-of-sale).
 E-Marketing (and Internet promotions).
 Brands.
IMC process Model
Brand Messages
Communicated by –
advertising, sales
promotion, direct mktg.
customer service etc.

Evaluating & One way & two

planning way media

Customer’s & Brand Experience

Strong Brand Relationships Weak Brand

Increased sales, Customers Relationships – Lose
& Equity customers
Marketing communications that work

Only promise what you can deliver

 Ensure staff ‘buy into’ the message and believe in it
 Focus on differential advantages
 what you do best
 Focus on what the stakeholder actually wants
 not what you want
 Recognise what the marketing function needs to do
in the current market climate
Thank you