1. Marketing
Communication
Communication
Part ONE out of Four
Danny Abramovich
Marketing Plan Specialist
1 www.marketingPlanNOW.com communication

2. Course Introduction, Main Topics
Background: Consumer Behavior ü
Human Communication
Marketing Communication
Creativity
Integrated MarCom
Global IMC
2 www.marketingPlanNOW.com communication

3. 1. Communication 4 Background
Development of Human
Communication Tools:
ð Speech ð Writing ð Alphabet ð
Printing ð
Telegraph ð Phone ð
Broadcast ð Internet ð
Cellular ð Combinations!
3 www.marketingPlanNOW.com communication

4. 1. Communication 4 Background
Development of Human
Communication
Sailor Jack, The famous Cracker Jack
4 www.marketingPlanNOW.com communication

5. 1. Communication 4 Definition
Human Communication is . . .
Business Communication is . . .
0. Background: CB 3. Creativity
5 1. Communication 4. Integrated MarCom
www.marketingPlanNOW.com communication
2. MarCom 5. Global IMC

6. 1. Communication 4 Definition
Human Communication is made up of
information:
Anything that changes one’s
understanding (Marchionini, 1995).
Process, knowledge (Buckland, 1991).
Organized, transformed, presented,
Meaningful, contextual (Shedroff, 1994).
6 www.marketingPlanNOW.com communication

7. iihupznr3OfgLxQCC2A3BGd1AxHhVIjx2R4uj0cCu4mA/hJ5qSMZhd+gmTUlwKrFUPtrpb9leMRb7c/4gTO1dtNF5l
hJgARIgARIgARIYO8ToEiw968xz5AESIAESIAESIAEGnG1OqA4SAKY2FwbW4tijqYIFwcXwR+mgiqlprVnDKi
f
ZvGhLYGAH8EkFya0WCQZtd3EZ9xDXyP7APbNDRRPCpMoDt1vfbOwo3IoESIAESIA ESIAESIAEto4ARYKtY8
How many pieces of information ?
s9kwAJkAAJkAAJkMD2E0BPQCEIK1aRwEi5H8XLCskE6CRAZ4E1EqdaxnRlVGlVEyKB1jczTnXe/ivHEewaAho
7kIdugY6KAxAN8OvVDJvFuItfJSgCPvU98cktx44fOnQQL2mMMRcSIAESIAESIAE SIAES2DEEKBLsmEvBgZA
ACZAACZAACZDAFhAIIoGsyjhXhcD2R7nOaEYXQV1Kr6/PSxUJJNWyplSlvhKlEnG q8xZcDO5yTxLwaLwxYo
OrUIXMYtgKIZGglE4lEOMgGCzm0j9PbLfuZmORbjAc4kICJEACJEACJEACJEACO4 cARYKdcy04EhIgARIgAR
IgARLYEgKaUYxeASl6vpAf3yqzCyoS4IUsUUkAGgKWDCKBk7oJwaqJRDRN35JrwZ 3uOQIIA29UVDOpdgg0sY
oENuJ0JRzUtA1kGTSpFL1ZDWXKy66a7x6/tw8Jbg9dxvwhEiABEiABEiABEhgdxOgSLC7rx9HTwIkQAIkQAIkQ
AIPQwBWKGqSXo/rk92VlQ++/jcuWFyt8uVKqjqz1pkBfNMjWUmltq5b14gtRmgB7YZ4X5HAxgg4hHl4mHdFCfp
xxNvYSdY0zhbFwBXVKCmlHvp9vQuPHzz0hq9+3M/3oCdsbM/cigRIgARIgARIgAR IgATOEgGKBGcJNA9DAiR
AAiRAAiRAAttDACIBUokxddmOZXX5s1e+4PKVYbcZZ5142ReoVnYQRiBmNUVkgUs aQaUz8ibSoAIuJEACD0
cgctaXPjLOZ15S/AKhSydxVWPLZbMcx3af7fqRccXg2k78ylu/Jwd6EsFtiDrBw4Hl+yRAAiRAAiRAAiRAAmeRA
EWCswibhyIBEiABEiABEiCBs08AIkFrKBQty+rwLx9z9VOHRadZwfRnybRSmTTGR 9EoNsg1Ro3TOvUiwhrqmJ
pizEcSIIEHJRDVEeK+8WviskYyFyX4zYldpZ0Eadm4elBbU3fFz/5wbu7Jv/i6X0AnAbZhKsHZ/79CHpEESIAESIA
ESIAESOBBCVAk4M1BAiRAAiRAAiRAAnuagGYMaCeB85jZvPK3Vz3/6SujrDhhoqaEDRGqm4gngI5gdSvrUd9
EJwHnOe/pW4Ind2YJtAkD+ntkoROo8KbJxVUZ45cO1kN4CZngsz8+cPCpN/zFsfnBvMzGFAnO7CXg3kiABEiAB
EiABEiABB4ZAYoEj4wfP00CJEACJEACJEACO5sASv8l6v7aM1Ckyye+fvlTn3T0aOJ9HxmrwVMIkkAT6YpkAp
UHvFoT6eMDOQ5hGxdKog+2wU6GgcGvLfRTOstXaj389YfeyIVoP4sbL6hdZ+/eW3 +3h1+Vye9LO37NA8crkUpre
hYe/4ugE2CkiPVAfw5aDKyVVH+toryMbzj/4if95KtLCwe7kqQUCc7y/cfDkQAJkAAJkAAJkAAJPCQBumHyBiEB
EiABEiABEiCBvUwAZUy4CqmJECY0N9lAXN/4PhIIdOKz0ZdRyhRJnaYRxChzQgYw CDHW6mcogRq8Hx71LU
QaN1AXrG4TPhpWbLmj1nZUp1YMXofrYBwfzk6Lzhj8+jHf9yP32QN/PE0Cax8D8wdcJxcClyOsei9ibe+ucIHwBH
cdbkiseSKYno8ft/Z+m+4fA4YHV3toxBNj1UhvG4aKG8lKmUiOdoH2Vgu/JhbuQ8YhpgCfRbuAbWzUSFP6DpSCG
tkgvY5lgrBXv5/XJ4bCZAACZAACZAACexKAhQJduVl46BJgARIgARIgARIYDMEtD communication
7 www.marketingPlanNOW.com
auZUxvYu9hKIQFD9AF1
AolzIPWHgJnQhSBTpHGGj6wVrINxdqwtKXeyXahmttOqd4hj5i+XcQo3ZrCmtKaJ sKq5+e03oxHlJzXBj9FyJTmzd
xMj2Tb+7Of3G2Tmfjqz4N1/YvT50HQ8sZ7WPds4f2mI8TvxmQMOGJQBh5wSA5DRRcBBLiwvZb+VUvTEI

8. How many pieces of information ?
8 www.marketingPlanNOW.com communication

9. 9
www.milliondollarhomepage.com
www.marketingPlanNOW.com communication

10. 1. Communication 4 Definition
I’m Blind - Please Help Me!
Today is a wonderful day,
but I can’t see that!
10 www.marketingPlanNOW.com communication

11. 1. Communication 4 Definition
Business Communication
is the set of activities
whereby businesses and
other organizations create exchanges
(transfers of value) between themselves
and their customers.
11 www.marketingPlanNOW.com communication

12. 1. Communication: Non verbal
12 www.marketingPlanNOW.com communication

13. 1. Communication: Culture
13 www.marketingPlanNOW.com communication

14. 1. Communication: Culture
14 www.marketingPlanNOW.com communication

15. 1. Communication 4 Process
= Information = Communication = Changing
Attitudes
Source ó Coding ó Message ó Channel ó Decoding ó Reception
Obj. Sign Media
— Ï ¯ » Ð O
15 www.marketingPlanNOW.com communication

16. 1. Communication 4 Process
Ï Ð
Encoding/ Decoding Symbols
• Graphic • Verbal
– Pictures – Spoken word
– Drawings – Written word
– Charts – Song lyrics
• Musical • Animation
– Arrangement – Action/motion
– Instrumentation – Pace /speed
– Voice or chorus – Shape/Form
16 www.marketingPlanNOW.com communication

17. 1. Communication 4 Process
17 www.marketingPlanNOW.com communication

18. 1. Communication levels
Corporate Level
Messages influenced by a company’s overall business
practice & Philosophy: vision, mission, corporate culture.
Marketing Level
Messages influenced by various aspects of marketing-mix
such as product quality, design, pricing and distribution.
Marketing Communication Level
Strategic and execution consistency among all forms of
marketing communication.
18 www.marketingPlanNOW.com communication

19. 1. Communication 4 B-Model
• Source - initiator of the message,
– Example: manufacturer, retailer, marketing firm.
• Message - idea being communicated,
– Example: advertising copy, sales presentation.
• Medium - vehicle for delivering the message,
– Example: television, newspaper, etc.
• Receiver - person(s) to whom the message
is delivered,
– Example: customer, influencer, middleman.
19 www.marketingPlanNOW.com communication

20. 1. Communication model
20 www.marketingPlanNOW.com communication

21. 1. Communication: Types of Com
• Specific communications
– Involve direct transmission of a message from a single
source to a single, specific receiver.
• Selective communications
– Involve directing messages through a single medium
to a limited number of receivers.
• Mass communications
– Involve the use of one or more media to reach large
numbers of receivers, exposing every potential buyer
to the message.
21 www.marketingPlanNOW.com communication

22. 1. Communication: Types of Com
• Specific communications (1:1)
– Involve direct transmission of a message from a
single source to a single, specific receiver.
22 www.marketingPlanNOW.com communication

23. 1. Communication: Types of Com
• Selective communications (1:few)
– Involve directing messages through a single
medium to a limited number of receivers.
23 www.marketingPlanNOW.com communication

24. 1. Communication: Types of Com
• Mass communications (1:many)
– Involve the use of one or more media to reach a
large numbers of receivers, exposing every
potential buyer to the message.
24 www.marketingPlanNOW.com communication

25. 1. Communication: Types of Com
Medium-Message-Receiver
25 www.marketingPlanNOW.com communication

26. 1. Communication: Types of Com
Mass Markets
Market Segments
Levels of Niche Markets
Audience
Small Groups
Aggregation
26
Individuals
www.marketingPlanNOW.com communication

27. 1. Communication: Key Success Factors
Sellers Need to
Sellers Need to Sellers Must Develop
Sellers Must Develop
Know What Audiences
Know What Audiences Feedback Channels to
Feedback Channels to
They Wish to Reach
They Wish to Reach Assess Audience’s
Assess Audience’s
and Response
and Response Response to
Response to
Desired.
Desired. Messages.
Messages.
Sellers Must Send
Sellers Must Send
Sellers Must be Good Messages Through
Messages Through
Sellers Must be Good Media that Reach
at Encoding Messages
at Encoding Messages Media that Reach
That Target Audience Target Audiences
Target Audiences
That Target Audience
Can Decode.
Can Decode.
27 www.marketingPlanNOW.com communication

28. 1. Communication4Application
You are to act as an in-class
Advertising Agency!
You will also be assigned as a “Client”
of another in-class Advertising Agency!
Source ó Coding ó Message ó Channel ó Decoding ó Reception
Obj. Sign Media
— Ï ¯ » Ð O
28 www.marketingPlanNOW.com communication

29. 1. Communication4Application
You are to act as an in-class
Advertising Agency!
You will also be assigned as a “Client”
of another in-class Advertising Agency!
Source ó Coding ó Message ó Channel ó Decoding ó Reception
Obj. Sign Media
— Ï ¯ » Ð O
29 www.marketingPlanNOW.com communication

30. name of academic institution
title of academic degree
title of this seminar
a visual
assignment title element
name of your agency representing
the title
full name of lecturer
of this
full names of students
assignment
submission date
30 no page number! you can add a © clause.
www.marketingPlanNOW.com communication

31. 1. Communication!
31 Next Issue: MarCom
www.marketingPlanNOW.com communication

32. Marketing
Communication
Communication
Part ONE out of Four
Danny Abramovich
Marketing Plan Specialist
32 www.marketingPlanNOW.com communication

33. 2
pter
Cha ing
et
m ark cation
uni
c om m