intro to marketing communications

Introduction to Marketing Communications

Definition of Marketing Communications

  • Definition:

    • The process by which a supplier of goods, services, values, and/or ideas engages in exchanges with its target audience aiming to stimulate dialogue.

    • It is concerned with the methods, processes, meanings, perceptions, and activities that audiences (both consumers and organizations) perform regarding products, services, and brands.

    • The goal is to prompt audience engagement and promote conversations.

    • Development and presentation of relevant messages aim to encourage specific attitudinal, emotional, or behavioral responses.

Definition of Marketing

  • Definitions:

    • 1935: The performance of business activities that direct the flow of goods and services from producers to consumers.

    • 1948: Business activities directed toward and incident to, the flow of goods and services from producer to consumer or user.

    • 1985: Process of planning and executing conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges satisfying individual and organizational goals.

    • 2004: Organizational function and processes for creating, communicating, and delivering value to customers, managing customer relationships to benefit the organization and stakeholders.

    • 2017: Activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings of value for customers, clients, partners, and society.

Evolution of Marketing

Evolution of Consumer Behavior

  • Developments in Marketing Communications

  • Table 1.2: 

    • Transition from mass communication to targeted communication

    • Shift from mechanical/analogue tools to digital convergence

    • Importance of service and B2B sectors recognized

    • Adoption of digital tools

Purpose of Marketing Communications

  • Purpose:

    • To create dialogue with key stakeholders

    • Communication as a process for individuals to share meanings and interpretations

    • Transmission of information is necessary for effective communication to occur.

Communications Theory

  • Basic Model (Shannon, 1916):

    • Key Components:

      • Source

      • Receiver

      • Medium

      • Message

      • Feedback

      • Noise

Semiotics

  • Definition:

    • The study of meaning, meaning-producing events, and meaning transfers.

    • Explained by Shimp (1997) as the norms process by which people learn cultural values, form beliefs, and recognize physical cues.

Implicit & Explicit Meanings in Marketing

  • Examples of Applications:

    • Subliminal messaging

    • Emotional associations in marketing

    • Lifestyle marketing considerations

    • Use of environmental cues

    • Product placement techniques

Tutorial Preparation Guidelines

  • Preparation Tips:

    • Start conceptualizing brand ideas for discussion.

    • Prepare one or two tangible ideas before the first tutorial.

    • Collect examples of integrated marketing communications (both online and offline) that are noteworthy.

    • Suitable examples include direct mail, newspaper advertisements, TV commercials, radio advertisements, or online advertisements.