marketing Communications

…key concepts

1

…introduction to…

…introduction to

Aim

• To provide students with knowledge and understanding of communication tools

• and to develop awareness and knowledge of the basic principles of marketing comms

• and providing an introduction to major theoretical concepts

of the module…

1

2

3

Students should be able to...

demonstrate awareness and understanding of the

tactical role of key marketing communications tools

used to communicate effectively with customers and key

stakeholders

demonstrate an ability to research and discuss

contemporary marketing communications

and relate these to theoretical concepts

learning objectives...

learning objectives...Students should be able to...

show awareness of the different types of

organisational contexts and their differing use of

marketing communications

appreciate the dynamic nature of marketing

communications

learning methods...

based on a weekly lecture and tutorial programme

structured to allow learning to develop on a group and

on an individual basis

tutorial sessions will feature case studies and interactive

exercises to complement the lecture programme

…there are also five student-led tutorials that are assessed

Assessment method...

delivered during a tutorial which is based on your

research into actual examples of contemporary

marketing communications, together with

participation as a member of the group

part 1

20% of total mark

short talk

Assessment method...

an academic assignment structured around the

production of a presentation (with slides and

speaker notes – NOT delivered)

Part 2

30% of total mark

coursework

Assessment method...

an examination where you select and answer two

questions from a choice of four based on marketing

communications theory

Part 3

50% of total mark

exam

Indicative content...

introduction to communication theories and concepts

Communications in context

The marketing communications mix

Indicative content...

advertising

sales promotion

personal selling

direct marketing

public relations

sponsorship

POS, packaging and merchandising

ambeint, guerilla and viral

DRIP…

• …to differentiate

• …to remind (or reassure)

• …to inform

• …to persuade

Chris Fill, 2011

D

R

I

P

Introduction

• Linear, two-step and multi-step

• Opinion leaders and formers

• Diffusion of innovation

to some theories of communications…

1

2

3

linear model

of communication

sender message receiver

encode decode

Shannon and

Weaver, 1948

feedback

linear model

of communication

sender message receiver

encode decode

noiseShannon and

Weaver, 1948

feedback

two-step model...

Mass Media

Lazarsfeld and Katz, 1955

opinion

leader

receiver

receiver receiver

receiver

opinion

leader

receiver

receiver receiver

receiver

multi-step model...

Mass Media

Lazarsfeld and Katz, 1955

opinion

leader

receiver

receiver receiver

receiver

opinion

leader

receiver

receiver receiver

receiver

Smith and Taylor, 2001

opinion leader

receiverreceiver

receiver

receiver

receiver

receiver

opinion

leader

sender

receiver

networked model...

opinion leaders...

‘Ordinary’ people who seek out information

Passed on to family, friends, work colleagues, social groups

Receptive to new ideas, ‘early adopters’

Advertisers sometimes use these ‘ordinary’ people

opinion leaders…

opinion formers...

People who influence because of their status

Often used for things like pharmaceuticals

Raise the profile of various social issues

opinion formers...

diffusion of innovations...

Rogers, 1962

Earlymajority

34%

Latemajority

34% Laggards16%

Earlyadopters

13½%

Innovators2½%

Market %

Time

diffusion of innovations…

diffusion of innovations…

Peoples rate of acceptance of new products

People differ in their readiness to

try new products

Need to understand the characteristics of innovators and early adopters

diffusion of innovations…

product factors affecting rate of diffusion…

Relative advantage of product

Compatibility with existing

practice and beliefs

Perceived risk

Limited trial possible?

Ease of understanding and use

Communicability to others

summary of content...

Linear model

Two-step and multi-step models

Networked models

Opinion leaders

Opinion formers

Diffusion of adoption/innovation