Marketing communication

1. MarketingMarketing
CommunicationCommunication
Message creation

2. Major Steps in Developing EffectiveMajor Steps in Developing Effective
Marketing CommunicationMarketing Communication
1) Sender: the party sending the message to another party.
2) Encoding: the process of putting thought into symbolic
form.
3) Message: the set of symbols that the sender transmits.
4) Media: the communication channels through which the
message moves from sender to receiver.
5) Decoding: the process by which the receiver assigns
meaning to the symbols encoded by the sender.
6) Receiver: the party receiving the message sent by another
party.
7) Response: The reactions of the receiver after being
exposed to the message.
8) Feedback: that part of the receiver's response
communicated back to the sender.
9) Noise: the unplanned static or distortion during the
communication process that results in the receiver getting a
different message than the sender sent.

4. Decisions That the MarketingDecisions That the Marketing
Communicator Must MakeCommunicator Must Make
1) Identify the target audience.
2) Determine the response sought. Six buyer readiness
states: awareness, knowledge, liking, preference,
conviction, and purchase.
3) Choose a message.

5. The Planning Process forThe Planning Process for
Business MessagesBusiness Messages

6. Choose a messageChoose a message
AIDA model The message should get attention, hold interest, arouse desire,
and obtain action.
Three problems that the marketing communicator must solve:
1. Message content (what to say). There are three types of appeals:
a) Rational appeals: relate to audience self-interest. They show that the
product will produce desired benefits.
b) Emotional appeals: attempt to provoke emotions that motivate purchase.
c) Moral appeal: directed to the audience's sense of what is right and proper.
2. Message structure: how to say it.
a) Whether to draw a conclusion or leave it to the audience.
b) Whether to present a one or two-sided argument.
c) Whether to present the strongest arguments first or last.
3) Message format: how to say it symbolically.
a) Visual ad: using novelty and contrast, eye-catching pictures and
headlines, distinctive formats, message size and position, color, shape, and
movement.
b) Audio ad: using words, sounds. and voices.
c) Message source: using attractive sources to achieve higher attention and
recall, such as using celebrities.

8. Choose the media through whichChoose the media through which
to send the messageto send the message
 Personal
communication
channels: used for
products that are
expensive and
complex (two or more
people communicate
directly with each
other , via mail or
email, including face
to face, on the
phone).
 Non-personal
communication
channels: include
media (print,
broadcast, and
display media),
atmospheres and
events.

9. Select the message sourceSelect the message source
 Messages delivered
by highly credible
sources are
persuasive.
 Expertise,
trustworthiness, and
likability are three
factors that make a
source credible

10. Collect feedbackCollect feedback
Evaluate the effects
on the targeted
audience
 Surveys
 Feedback boxes
 Reach out directly
 User activity
 Usability Tests

11. Developing Effective CommunicationsDeveloping Effective Communications

12. Anastasiia VialovaAnastasiia Vialova
FRGTBFRGTB
1year MSc1year MSc
9a group9a group