Unit I - Communication Basics: Communication and marketing

Summary of Unit I: Communication Basics

This unit focuses on the fundamentals of communication and marketing and how they are connected. Let’s break it down into key topics:

1. Communication Process

   • Communication involves sending a message from the sender to the receiver through a channel.
   • For example: A brand (sender) advertises a product (message) on Instagram (channel) to attract customers (receiver).

2. Communication Response Hierarchy Models

   • These models show the steps a customer takes before purchasing a product: Awareness → Interest → Desire → Action.
   • Example: Seeing a new smartphone ad (awareness), reading reviews (interest), wanting it for its features (desire), and finally buying it (action).

3. Cognitive Processing of Communication

   • This involves how people think about and process a message they receive.
   • Example: A well-designed advertisement with strong visuals and key benefits makes the message memorable.

4. EKB Model (Engel, Kollat, and Blackwell Model)

   • This model explains consumer decision-making steps:
     Problem recognition → Information search → Evaluation → Purchase decision → Post-purchase behavior.
   • Example: A customer’s phone breaks (problem), so they search online for the best phone, compare options, buy one, and later review it.

5. Marketing Communication Mix

   • This mix includes tools like advertising, personal selling, sales promotion, PR, and direct marketing to promote a product.
   • Example: A clothing brand uses social media ads, influencer promotions, and in-store offers to market a new collection.

6. Integrated Marketing Communication (IMC)

   • IMC combines all communication tools to send a consistent message across platforms.
   • Example: Coca-Cola’s holiday campaign uses TV ads, social media, and billboards with the same theme and message.

7. Advertising

   • Advertising is important for building awareness and shaping perceptions about a product or brand.
   • Advertising vs. Publicity: Advertising is paid promotion (e.g., TV ads), while publicity is unpaid, like media coverage.

8. Advertising Management Process

   • Steps include setting objectives, defining the target audience, budgeting, creating ads, and evaluating results.

9. DAGMAR Approach (Defining Advertising Goals for Measured Advertising Results)

   • A method to set clear, measurable advertising objectives like increasing awareness by 30% in 3 months.

10. Target Audience and Positioning

    • Identifying the right audience and deciding how the product should be seen in their minds.
    • Example: Nike positions itself as a brand for athletes and fitness enthusiasts with its “Just Do It” message.

11. Advertising Budget

    • Factors influencing the budget include product type, competition, and marketing goals.
    • Methods to decide budget:
      • Percentage of Sales: Budget is a percentage of total sales.
      • Objective and Task: Budget is based on what goals need to be achieved.

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Important Topics to Focus On:

• Communication process and response hierarchy models.
• EKB model for consumer decision-making.
• Marketing communication mix and Integrated Marketing Communication (IMC).
• Advertising objectives and DAGMAR approach.
• Factors influencing advertising budget and methods.

By understanding these topics with practical examples, you can see how communication plays a major role in marketing and advertising strategies. 😊