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Communication Part ONE out of Four Danny Abramovich Marketing Plan Specialist
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communication
Course Introduction, Main TopicsBackground: Consumer Behavior ü Human Communication Marketing Communication Creativity Integrated MarCom Global IMC
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1. Communication 4 Definition
HumanCommunication is made up of information:
Anything that changes one’s understanding (Marchionini, 1995) . Process, knowledge (Buckland, 1991) . Organized, transformed, presented, Meaningful, contextual(Shedroff, 1994).
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1. Communication 4 Definition
Business Communication
is the set of activities whereby businesses and other organizations createexchanges (transfers of value) between themselves and their customers.
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1. Communication 4 Process
= Information
= Communication
= ChangingAttitudes
Source ó Coding ó Message ó Channel ó Decoding ó Reception Obj. Sign Media
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communication
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1. Communication 4 Process
Ï ÐEncoding/ Decoding Symbols
• Graphic
– Pictures – Drawings – Charts
• Verbal
– Spoken word – Written word – Song lyrics
• Musical
– Arrangement – Instrumentation – Voice or chorus
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•Animation
– Action/motion – Pace /speed – Shape/Form
communication
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1. Communication 4 Process
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communication
1. Communicationlevels
Corporate Level
Messages influenced by a company’s overall business practice & Philosophy: vision, mission, corporate culture.
Marketing Level
Messages influenced by various aspects ofmarketing-mix such as product quality, design, pricing and distribution.
Marketing Communication Level
Strategic and execution consistency among all forms of marketing communication.
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