Marketing Communications The Communications ProcessSender EncodingMessage MediaDecoding ReceiverResponseFeedbackNoise Marketing Communications mixdvertisingDirect marketingSa!es PromotionPersona! se!!ingPR and Pub!icit"Each o# these has its o$n uses and !imitations and hence a %udicious mix is emp!o"ed b" most companies& 'ntegrated Marketing CommunicationsThis brings about s"nerg" and better use o# communication #unds(a!ancing the )push* and )pu!!* strategies'mproves the compan"*s abi!it" to reach the right consumer at the right place at the right time $ith the right message. Distortions in CommunicationSe!ective attentionSe!ective distortionSe!ective retention Factors in#!uencing e##ectiveness o# communications$hen the recipient*s source o# communication is sing!e+hen message is in !ine $ith recipients opinions and be!ie#s+hen issues are un#ami!iar or periphera! issues+hen the source is an expert, o# high status, !ikeab!e, has po$er and can be identi#ied $ith+hen socia! context or re#erence group $i!! mediate the communication and in#!uence acceptabi!it" Communications mode!'D mode!The hierarch" o# e##ects mode!The innovation - adoption mode! 'D Mode!ttention'nterestDesirection The .ierarch" o# E##ects mode!$areness/no$!edge0ikingPre#erenceConvictionction The 'nnovation doption mode!$areness'nterestEva!uationTria!doption MessageContentStructureFormatSource Message SourceSource credibi!it"EndorserDepending on the attitudes o# the consumer, the communication $i!! either get a 1ve , neutra! or 2ve response depending on $hat attitudes the consumer has o# the endorser Message FormatThe message has to be considered depending on $hich media is going to be used - eg& 0a"outs, props, mode!s, music, voice, etc& Communication channe!sPersona! - Direct se!!ing,+3MNon Persona! - media, atmosphere, events +hat is dvertising4't is an" paid #orm o# non personal presentation and promotion o# ideas, goods, services b" an identified sponsor. The 5 Ms o# dvertisingMission - ob%ectivesMone" - budgetsMessage - communicationMedia - $hat vehic!es4Measurement 2 eva!uation dvertising ob%ectives'n#ormativePersuasiveComparativeReminder 6rein#orcement7 dvertising 8oa! speci#ic communication task to be achieved to a speci#ic degree to be communicated to a speci#ic target audience in a speci#ic period of time& .o$ much to spend4).a!# m" advertising is $asted, but the troub!e is ' do not kno$ $hich ha!#29ohn +anamaker .o$ much to spend4Depends on the product+hat stage in the P0CMarket share and the consumer baseCompetition and c!utterd #re:uenc"Product substitutabi!it" Media se!ectionThe most cost e##ective media mix to ensure achievement o# the advertising goa!& .o$ shou!d "ou se!ect media4ReachFre:uenc"'mpact ReachNo& o# persons exposed to a particu!ar media schedu!e at !east once during a speci#ied time period Fre:uenc"No& o# times $ithin the speci#ied period that a person is exposed to that message 'mpact;ua!itative va!ue o# an exposure through a given medium8RP 68ross rating points7