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Summary Marketing: Marketing communication Chapter 1-
15
Marketing (Hogeschool van Amsterdam)
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, lOMoARcPSD
Marketing communication
Chapter 1
Communication is transmitting, receiving and processing information. Communication plays a
key role in any advertising or marketing program. The senders include the chains that start with
communication. They send a message. Encoding is forming verbal and nonverbal cues. In
marketing the person in charge of designing an advertisement takes an idea and transforms it
into an attention-getting message. Messages travel to audiences through various transmission
devices. Decoding occurs when the message reaches one or more of the receiver’s senses.
Quality marketing communication takes place when customers (receivers) decode or
understand the message as it was intended by the sender. In case of Chick-fil-A, effective
marketing communications depend on receivers encountering the right message and responding
in the desired fashion. Successfully integrated communications employ multiple channels
providing a consistent message.
In the communication process, feedback takes the form of the receiver’s response to the sender.
In marketing communication, feedback includes purchases, inquiries, complaints, questions,
store visits, and web site hits. Noise consists of anything that distorts or disrupts a message
including marketing communications. The most common form of noise is clutter.
Integrated marketing communications is the coordination and integration of all marketing
communication tools, avenues and sources in a company into a seamless program designed to
maximize the impact on customers and other stakeholders. The marketing mix provides the
starting point of the IMC program. A complete IMC plan reaches every element of the marketing
mix: products, prices, distribution methods and promotions.
A current situational analysis is the process of examining the firm’s ongoing market situation.
Defining primary marketing objectives establishes targets. Marketing objectives are identified
along the way with key target markets.
An account executive works for the advertising agency seeking to sell, direct and manage
advertising and promotional programs for client companies. The brand or product manager
oversees a specific brand or line of products for the client company. Creatives are the individuals
who develop the actual advertisements and promotional materials. The account planner
represents the voice of the consumer within the agency to the agency’s staff.
A marketing channel consists of a producer or manufacturer vending goods to wholesalers to
middlemen, who in turn, sell items to retailers who sell the items to consumers.
When consumers believe that most brands provide the same set of attributes, brand parity
results. This means quality becomes less of a concern, because consumers perceive only minor
differences between brands.
To build loyalty, many marketing efforts have been made to engage customers with the brand at
every contact point. A contact point us any place where customers interact with or acquire
additional information about a firm.
Marketing involves identifying the firm or product’s target market and identifying the
appropriate media to reach members of each particular market segment.
When marketing managers carefully design all of the steps taken up to this point, the firm can
integrate the activities in the promotional tools Messages presented in the advertising campaign
can be reinforced through a variety of communication promotions.
Marketers employ 2 different strategies for global companies. Standardization, in which a
company features a uniform product and message across countries, represents one option. And
adaptation that results in the creation of products and marketing messages designed for and
adapted to individual countries.
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, lOMoARcPSD
Chapter 2
A corporate image reflects the feelings consumers and businesses have about the overall
organization and its individual brands. A strong IMC foundation combines an analysis of the
firm’s image and brands with assessments of consumer and business buyer behaviours.
A corporate image summarizes what the company stands for as well as how it is known in the
market place.
The quality of a company’s goods and services ranks as the most important component of a
corporate image. The willingness of a firm to stand behind its goods and services when
something went wrong was second. Third were perceptions of how the firm dealt with
customers, such as by being pleasant, helpful or professional.
Positive assurance generates greater value when customers purchase goods or services with
which they have little experience. Purchasing from a familiar firm reduces search time and saves
effort. Purchasing from a highly recognized company often provides psychological reinforcement
and social acceptance. Physiological reinforcement comes from the feeling that a wise choice
was made and the belief that the good or service will perform well. Social acceptance results
from knowing that other individuals, such as family and friends, have purchased from the same
firm and are likely to accept the choice.
A quality corporate image provides the basis for the development of new goods and services. A
strong corporate image allows a company to charge more for goods and services. Firms with
well-developed images have more loyal customers and customer loyalty often results in a
positive word-of-mouth endorsements. Positive customer attitudes create corporate equity,
which provides greater channel power. Attracting new employees can become another
advantage of a dominant corporate image. A strong corporate reputation often results in more
favourable ratings by wall street analysts and other financial institutions, which can help a
company raise capital.
Future communications can be tailored to promote the proper image. These communications
should reach every constituency, including customers, suppliers, and employees. A strong image
can be combined with an opportunity present in the external environment to create a strategic
advantage.
In each industry, the right image sends a clear message about the unique nature of an
organization and its products.
Rejuvenating an image helps a firm sell new products and can attract new customers. Successful
image reengineering requires the company to remain consistent with a previous image while at
the same time incorporating new elements to expand the firm’s target audience. Connecting the
nostalgic and new consumer groups requires attention to some timeless value, such as
authenticity simplicity or a compelling brand story or heritage. Energizing the brand advocates
and influencers to spread the word about the new and improved version of the brand becomes
the goal.
A corporate name provides the overall banner of operations. There are several categories for
corporate names:
- Overt names reveal what a company does
- Implied names contain recognizable words or word parts that convey what a company does
- Conceptual names capture the essence of what a company offers
- Iconoclastic names represent something unique, different and memorable.
Distributing prohibited | Downloaded by Reema Almuhanna ()
Summary Marketing: Marketing communication Chapter 1-
15
Marketing (Hogeschool van Amsterdam)
,Distributing prohibited | Downloaded by Reema Almuhanna ()
, lOMoARcPSD
Marketing communication
Chapter 1
Communication is transmitting, receiving and processing information. Communication plays a
key role in any advertising or marketing program. The senders include the chains that start with
communication. They send a message. Encoding is forming verbal and nonverbal cues. In
marketing the person in charge of designing an advertisement takes an idea and transforms it
into an attention-getting message. Messages travel to audiences through various transmission
devices. Decoding occurs when the message reaches one or more of the receiver’s senses.
Quality marketing communication takes place when customers (receivers) decode or
understand the message as it was intended by the sender. In case of Chick-fil-A, effective
marketing communications depend on receivers encountering the right message and responding
in the desired fashion. Successfully integrated communications employ multiple channels
providing a consistent message.
In the communication process, feedback takes the form of the receiver’s response to the sender.
In marketing communication, feedback includes purchases, inquiries, complaints, questions,
store visits, and web site hits. Noise consists of anything that distorts or disrupts a message
including marketing communications. The most common form of noise is clutter.
Integrated marketing communications is the coordination and integration of all marketing
communication tools, avenues and sources in a company into a seamless program designed to
maximize the impact on customers and other stakeholders. The marketing mix provides the
starting point of the IMC program. A complete IMC plan reaches every element of the marketing
mix: products, prices, distribution methods and promotions.
A current situational analysis is the process of examining the firm’s ongoing market situation.
Defining primary marketing objectives establishes targets. Marketing objectives are identified
along the way with key target markets.
An account executive works for the advertising agency seeking to sell, direct and manage
advertising and promotional programs for client companies. The brand or product manager
oversees a specific brand or line of products for the client company. Creatives are the individuals
who develop the actual advertisements and promotional materials. The account planner
represents the voice of the consumer within the agency to the agency’s staff.
A marketing channel consists of a producer or manufacturer vending goods to wholesalers to
middlemen, who in turn, sell items to retailers who sell the items to consumers.
When consumers believe that most brands provide the same set of attributes, brand parity
results. This means quality becomes less of a concern, because consumers perceive only minor
differences between brands.
To build loyalty, many marketing efforts have been made to engage customers with the brand at
every contact point. A contact point us any place where customers interact with or acquire
additional information about a firm.
Marketing involves identifying the firm or product’s target market and identifying the
appropriate media to reach members of each particular market segment.
When marketing managers carefully design all of the steps taken up to this point, the firm can
integrate the activities in the promotional tools Messages presented in the advertising campaign
can be reinforced through a variety of communication promotions.
Marketers employ 2 different strategies for global companies. Standardization, in which a
company features a uniform product and message across countries, represents one option. And
adaptation that results in the creation of products and marketing messages designed for and
adapted to individual countries.
Distributing prohibited | Downloaded by Reema Almuhanna ()
, lOMoARcPSD
Chapter 2
A corporate image reflects the feelings consumers and businesses have about the overall
organization and its individual brands. A strong IMC foundation combines an analysis of the
firm’s image and brands with assessments of consumer and business buyer behaviours.
A corporate image summarizes what the company stands for as well as how it is known in the
market place.
The quality of a company’s goods and services ranks as the most important component of a
corporate image. The willingness of a firm to stand behind its goods and services when
something went wrong was second. Third were perceptions of how the firm dealt with
customers, such as by being pleasant, helpful or professional.
Positive assurance generates greater value when customers purchase goods or services with
which they have little experience. Purchasing from a familiar firm reduces search time and saves
effort. Purchasing from a highly recognized company often provides psychological reinforcement
and social acceptance. Physiological reinforcement comes from the feeling that a wise choice
was made and the belief that the good or service will perform well. Social acceptance results
from knowing that other individuals, such as family and friends, have purchased from the same
firm and are likely to accept the choice.
A quality corporate image provides the basis for the development of new goods and services. A
strong corporate image allows a company to charge more for goods and services. Firms with
well-developed images have more loyal customers and customer loyalty often results in a
positive word-of-mouth endorsements. Positive customer attitudes create corporate equity,
which provides greater channel power. Attracting new employees can become another
advantage of a dominant corporate image. A strong corporate reputation often results in more
favourable ratings by wall street analysts and other financial institutions, which can help a
company raise capital.
Future communications can be tailored to promote the proper image. These communications
should reach every constituency, including customers, suppliers, and employees. A strong image
can be combined with an opportunity present in the external environment to create a strategic
advantage.
In each industry, the right image sends a clear message about the unique nature of an
organization and its products.
Rejuvenating an image helps a firm sell new products and can attract new customers. Successful
image reengineering requires the company to remain consistent with a previous image while at
the same time incorporating new elements to expand the firm’s target audience. Connecting the
nostalgic and new consumer groups requires attention to some timeless value, such as
authenticity simplicity or a compelling brand story or heritage. Energizing the brand advocates
and influencers to spread the word about the new and improved version of the brand becomes
the goal.
A corporate name provides the overall banner of operations. There are several categories for
corporate names:
- Overt names reveal what a company does
- Implied names contain recognizable words or word parts that convey what a company does
- Conceptual names capture the essence of what a company offers
- Iconoclastic names represent something unique, different and memorable.
Distributing prohibited | Downloaded by Reema Almuhanna ()
