introduction to marketing communications lecture one

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1 …introduction to

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An introduction to the module and communications theory...

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Page 1: Introduction to Marketing Communications Lecture One

1 …introduction to

Page 2: Introduction to Marketing Communications Lecture One

• 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

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2

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Page 3: Introduction to Marketing Communications Lecture One
Page 4: Introduction to Marketing Communications Lecture One

learning objectives...

Page 5: Introduction to Marketing Communications Lecture One

learning methods...

Page 6: Introduction to Marketing Communications Lecture One

part 1

Page 7: Introduction to Marketing Communications Lecture One

Part 2

Page 8: Introduction to Marketing Communications Lecture One

Part 3

Page 9: Introduction to Marketing Communications Lecture One

introduction to communication theories and concepts

Page 10: Introduction to Marketing Communications Lecture One

advertising

Page 11: Introduction to Marketing Communications Lecture One

• …to differentiate

• …to remind (or reassure)

• …to inform

• …to persuade

D

R

I

P

Page 12: Introduction to Marketing Communications Lecture One

• Linear, two-step and multi-step

• Opinion leaders and formers

• Diffusion of innovation

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of communication

sender message receiver

encode decode

feedback

Page 14: Introduction to Marketing Communications Lecture One

of communication

sender message receiver

encode decode

feedback

Page 15: Introduction to Marketing Communications Lecture One

Mass Media

opinion

leader

receiver

receiver receiver

receiver

Page 16: Introduction to Marketing Communications Lecture One

Mass Media

opinion

leader

receiver

receiver receiver

receiver

Page 17: Introduction to Marketing Communications Lecture One

receiver

sender

Page 18: Introduction to Marketing Communications Lecture One

Receptive to new ideas, ‘early adopters’

Page 19: Introduction to Marketing Communications Lecture One
Page 20: Introduction to Marketing Communications Lecture One

Raise the profile of various social issues

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Page 22: Introduction to Marketing Communications Lecture One

Early majority

34%

Late majority

34% Laggards 16%

Early adopters

13½%

Innovators 2½%

Market %

Time

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Page 24: Introduction to Marketing Communications Lecture One

Need to understand the characteristics of innovators and early adopters

Page 25: Introduction to Marketing Communications Lecture One

diffusion of innovations…

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