5 McGraw-Hill/Irwin

The Communication Process

Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed

Ford Fiesta Launch Case History • 20 something target audience • “Life-streamers” due to social media use • “Agents” chosen to drive Fiesta free for 6 months • Write about experiences / no restrictions • Ford confident in product quality • Increased brand awareness • Have cars people get emotional about and want to buy 5-2

What is Communication?

• Passing of information or exchange of ideas • Process of establishing a commonness of thought between a sender and a receiver • Success depends on the: • Nature of the message • Audience’s interpretation • Environment in which it is received • Major barrier - Language 5-3

Communication • Function of IMC is to communicate • Thru ads /brand names /logos / packaging • Need to understand process to develop more effective programs 5-4

The Nature of Communication 5-5

Basic Model of Communication

Source

•Person or organization that has information to share with another person or group of people

Encoding

• Putting thoughts, ideas, or information into a symbolic form

Message

• Contains the information or meaning the source hopes to convey 5-6

Source Encoding Using a Celebrity Source = person or organization that has info to share Encoding = word a message so understood by receiver Goal = select knowledgeable / trustworthy communicator that receiver can identify with 5-7

Forms of Encoding

Encode message in way that it will be understood by receiver • Spoken Word • Written Word • Song Lyrics • Pictures • Drawings • Charts • Arrangement • Instruments • Voices • Ringtone Animation • Action/ Motion • Pace/ Speed • Shape/ Form 5-8

Message Development Information source hopes to convey

Content Design Structure

Way message is put together 5-9

An Image Can Convey More Than Words 5-10

Communication Channels • Channel: Facilitates communication between sender and receiver • Non-personal channel or mass media • Lacks direct, interpersonal contact between the sender and receiver • Sent to many people at one time • Personal channel - Direct communication between two or more persons • Word-of-mouth (WOM): Informal communication among consumers about products and services • Viral/Buzz marketing: Generating positive word-of-mouth discussion 5-11

Communications Channels Method by which communication travels from sender to receiver Personal Selling

Personal Channels

Word of Mouth/Mouse Print Media

Nonpersonal Channels

Broadcast Media 5-12

Viral / Buzz Marketing • Viral/Buzz Marketing: Propagating marketing-relevant messages with the help of individual consumers • Factors affecting success • Is message entertaining • Female/younger consumers more susceptible • Bloggers more influential • Seeding: Identifying and choosing the initial group of consumers who will be used to start spreading the message 5-13

Marketers Embrace Viral/Buzz Marketing Frito Lay ran contest asking consumers to create commercial ..then use social media to spread word about the brand 5-14

Most Popular Viral Ad Campaign 171 million views worldwide 5-15

Dove “Real Beauty” Viral Campaign

Link to the Dove Evolution YouTube Video

• Generated 12 million hits on You Tube • Powerful pass-along benefits from consumers talking favorably about brand • Note: concern whether person spreading info should disclose affiliation with company 5-16

Receiver / Decoding • Receiver: person with whom sender shares information (consumer) • Decoding: process of transforming sender’s message into thought • Influenced by receiver’s field of experience (perception / attitudes) • Effective communication = receiver correctly interprets what source is trying to say • Know your receiver to understand needs • Demographics of Marketing Managers vs. consumers 5-17

Apples for Dessert Effective communication when common ground between sender and receiver 5-18

Noise in the Communications Process Noise interferes with message: distortion in TV signal or -distractions 5-19

Response / Feedback • Response = receiver’s reaction after seeing message • Storing information in memory / dialing 1-800# • Feedback = part of receiver’s response communicated back to sender • Personal selling – gestures / frowns • Customer inquiries / coupon redemptions / reply cards 5-20

Successful Communication Select an appropriate source Develop a properly encoded message Select appropriate channel for target audience Receive feedback 5-21

Identifying the Target Audience Communication process begins with knowing your audience Mass Media Direct Mail (Rolls Royce) Mass Markets Markets Segments Niche Markets ESPN Individuals Reach thru personal selling (e.g. financial services) 5-22

Consumer Communications Models • Low Involvement Hierarchy • Involvement in purchase decision is low (e.g. soap) • Minimal difference among brands • Mass media advertising is important • Use of visual image personality helps • Source derogations • Negative thoughts about spokesperson or organization lead to reduction in message acceptance 5-23