Communication Processx
-
Upload
ragavendra-rags -
Category
Documents
-
view
213 -
download
0
Transcript of Communication Processx
-
8/22/2019 Communication Processx
1/18
1
Brand Communication ProcessA Gooey Interface
For companies, interface refers to the ease with
which customers and other stakeholders cancommunicate with the company.
Marketing communication can be seen as theinterface between customers and companies.
Having a gooey interface means that the brandrelationship is sticky; that is, there is loyaltybetween the brand and its customers.
-
8/22/2019 Communication Processx
2/18
2
Traditional Communication
Model
-
8/22/2019 Communication Processx
3/18
3
An Interacting Marketing
Communication Model
-
8/22/2019 Communication Processx
4/18
4
The Message
Everything sends a message.
Each brand contact strengthens, maintains,
or weakens the brand relationship.
Building brand relationships requiresmanaging a brands total communication
package
everything it says and does
then analyzing it all to see if they areworking in concert.
-
8/22/2019 Communication Processx
5/18
5
The IMC Message Typology
-
8/22/2019 Communication Processx
6/18
6
Planned MessagesPlanned messages include marketing communication messages
delivered by:
Advertising, Sales promotion, Personal sales, Merchandisingmaterials;
Press releases, Events, Sponsorships;
Packaging, Annual reports.
Traditional planned messages usually promote the brand orcompany and their objectives.
They also encourage action.
Messages are intended for customers and other key
stakeholders.
-
8/22/2019 Communication Processx
7/18
7
Product MessagesProduct messages include all messages sent by
a products design, performance, pricing, anddistribution.
-
8/22/2019 Communication Processx
8/18
8
Service MessagesService messages come from contact with service
representatives, receptionists, secretaries, deliverypeople, and all other representatives of a company.
Five measures of service are:
Tangibles
Reliability Responsiveness
Assurance
Empathy
-
8/22/2019 Communication Processx
9/18
9
Unplanned MessagesUnplanned messages include:
Brand or company related news stories
Gossip or rumor Actions of special interest groups
Comments made by the trade and competitors
Findings by government or research institutions Word of mouth
-
8/22/2019 Communication Processx
10/18
10
Media Channels and
Brand Contact PointsAny person, event, or thing that provides exposure to
a brand is considered a medium.
Interactive media includes: Telephone
Internet
Every brand-related, information-bearing interactionthat a customer or a potential customer has with abrand is referred to as a:
Brand contact point
-
8/22/2019 Communication Processx
11/18
11
Three Types of Brand Contact
Points
Brand- or company- created contacts
Intrinsic
Customer-created
-
8/22/2019 Communication Processx
12/18
12
Customer-initiated Marketing
Communication Model
-
8/22/2019 Communication Processx
13/18
13
Noise From Conflict and Clutter
Noise surrounds the communication process and negativelyimpacts the receivers message decoding.
Noise can come from: Competitive brands
Multiple messages competing for customer attention
Off-strategy messages
Inconsistencies and contradictions
Poor timing and executional flaws
-
8/22/2019 Communication Processx
14/18
14
Receiver Decoding and
Perceptions The receiver is the targeted audience the
customer, potential customer, or other stakeholder.
Audience will decode messages based on pastexperiences with that brand, what they know aboutthe product category, and personal experience.
Everything the receiver brings to the decodingprocess will affect the meaning of the message.
Misinterpretationcan be prevented by keepingmessages simple and by building on redundancies.
-
8/22/2019 Communication Processx
15/18
15
The Importance of
Perceptions Perceptions are the collective result of
everything a stakeholder sees, hears, reads,or experiences about a company and itsbrand.
The source of a perception is the consumersmind, not the companys message.
Perceptions are reality for the person whoholds it.
-
8/22/2019 Communication Processx
16/18
16
The Role ofCommunication in Perception
Marketing communication can close thegap between intended messages andperceived messages because MCmessages can set brand expectations.
-
8/22/2019 Communication Processx
17/18
17
Feedback and Interactivity
Companies are recognizing that two-way
communication can allow them immediateaccess to customer and stakeholder feedback.
No responses or negative feedback should be
further investigated.
-
8/22/2019 Communication Processx
18/18
18
The Five Rs of PurposefulDialogue
Purposeful dialogue must include the Five Rsof interactivity:
Recourse
Recognition
ResponsivenessRespect
Reinforcement