تهذيب كتاب: Marketing communications لـ Olujimi Kayode (متجدد)
| one | Fundamentals of communication in Marketing | |
| 1 | Marketing communications defined | |
| sharing of information , concepts and meanings about products, services and the organization that sell them by the source and receiver
فهي مشاركة المعلومات والمفاهيم والمشاعر حول منتج معين او خدمة وكذلك المعلومات والمشاعر عن الشركة صاحبة المنتج او الخدمة
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| Marketing mix = 4Ps = Price, product, place and promotion and promotion is what marketing Communications is all about | ||
| Marketing communications = Promotion mix = blend of (advertising+ selling+ Public relations +sales promotion) | ||
| Before a product is positioned in the mind of a buyer, awareness must first be created through the promotion mix to such extent that the buyer develops positive attitudes about the product or service and the selling firm that may result in a sale being made. | ||
| From the marketing point of view, communication or the promotion mix can achieve the following functions | ||
| Information: | ||
| Persuasion: | ||
| combined promotional information and persuasion: | ||
| There are three necessary elements for effective communication: | ||
| Source: | ||
| Message: | ||
| Receiver: | ||
| The four main groups of receivers: | ||
| 2 | Nature of Information | |
| Information has been defined as consisting of all facts, ….. | ||
| Facts = | ||
| Estimates = | ||
| Predictions = | ||
| generalized relationships = | ||
| Information Processing = | ||
| 3 | Consumer Information Processing Model | |
| Information processing model has four major steps: | ||
| Exposure = | ||
| Attention = | ||
| Interpretation = | ||
| Memory = | ||
| 4 | Marketing implication of information | |
| facilitate intentional exposure | ||
| maximize accidental exposure | ||
| exposure maintenance | ||
| 5 | Basic Model of Communication Process | |
| The process of communication consists of: | ||
| Source = | ||
| Message = | ||
| Encoding = | ||
| Transmission = | ||
| decoding process = | ||
| Receiver = | ||
| Feedback = | ||
| Noise = | ||
| 6 | Framework for analyzing Marketing Communication Process | |
| Source = | ||
| Message = | ||
| Encoding = | ||
| Transmission = | ||
| noise, external noise, internal noise | ||
| Receiver = | ||
| decoding | ||
| Feedback = | ||
| 7 | Language and conception – as elements of communication Sign and Symbol – component of communication | |
| Language = | ||
| There are three major components of grammar, such as | ||
| phonology | ||
| syntax | ||
| semantics | ||
| sign and symbol as components of communication | ||
| sing | ||
| symbol | ||
| concept defined | ||
| 8 | DEVELOPING EFFECTIVE COMMUNICATION LANGUAGE | |
| LANGUAGE ACCURACY | ||
| LANGUAGE DISTINCTIVENESS | ||
| VIVIDNESS OF LANGUAGE | ||
| APPROPRIATE USAGE | ||
| 9 | COMMUNICATION THROUGH VERBAL LANGUAGE | |
| COMMUNICATION THROUGH NON-VERBAL LANGUAGE | ||
| LANGUAGE OF TIME | ||
| LANGUAGE OF SPACE | ||
| LANGUAGE OF THINGS | ||
| LANGUAGE OF AGREEMENT | ||
| LANGUAGE OF FRIENDSHIP | ||
| LANGUAGE OF NEGOTIATION | ||
| LANGUAGE OF RELIGION | ||
| LANGUAGE OF SUPERSTITION | ||
| LANGUAGE OF COLOUR | ||
| LANGUAGE OF GIFTS | ||
| 10 | Hierarchy of communications effects | |
| THE ADOPTION PROCESS | ||
| AWARENESS | ||
| INTEREST | ||
| EVALUATION | ||
| TRIAL | ||
| ADOPTION | ||
| 11 | Marketing communications mix | |
| ADVERTISING | ||
| SALES PROMOTION | ||
| PUBLICITY | ||
| PERSONAL SELLING | ||
| 12 | Dyadic Communication | |
| WORD-OF-MOUTH COMMUNICATION | ||
| PERSONAL SELLING | ||
| 13 | Mass Communication | |
| ONE-WAY COMMUNICATION | ||
| REACH | ||
| LARGE NUMBER OF COMPETING MESSAGES | ||
| SCREENING BY SELECTIVE PROCESSES | ||
| PERCEPTION OF MORE THAN INTENDED | ||
| 14 | Word-Of-Mouth Communication | |
| 15 | Factors Influencing The Effectiveness Of Word-Of-Mouth communication | |
| TYPE OF PRODUCT | ||
| NEWS VALUE OF THE PRODUCT | ||
| SOCIAL SIGNIFICANCE OF THE PRODUCT | ||
| PERCEIVED RISK IN BUYING THE PRODUCT | ||
| DECISION STAGE OF THE BUYER | ||
| 16 | Developing Favourable Word-Of-Mouth Communication | |
| 17 | GROUP COMMUNICATION | |
| 18 | Opinion Leadership | |
| Situations In Which Opinion Leadership Occur | ||
| ROLE OF OPINION LEADERS IN COMMUNICATION | ||
| Characteristics Of Opinion Leaders | ||
| 19 | Group Communication And Marketing Strategy | |
| IDENTIFYING OPINION LEADERS | ||
| MARKETING RESEARCH | ||
| PRODUCT SAMPLING | ||
| RETAILING/PERSONAL SELLING | ||
| ADVERTISING | ||
| 20 | The Role Of Public Relations In Marketing Communication | |
| 21 | Functions Of Public Relations In Marketing | |
| PRESS RELATIONS | ||
| PROUDCT PUBLICITY | ||
| CORPORATE COMMUNICATION | ||
| LOBBYING | ||
| COUNSELLING | ||
| 22 | Integrated Marketing Communication (Imc) | |
| 23 | The Evolution Of Integrated Marketing Communication | |
| 24 | INTEGRATED MARKETING COMMUNICATION | |
| INTEGRATED MARKETING COMMUNICATION IS STRATEGIC | ||
| INTEGRATED MARKETING COMMUNICATION IS TWO-WAY | ||
| INTEGRATED MARKETING COMMUNICATION MEETS CUSTOMER’S NEEDS | ||
| 25 | The Integrated Marketing Communication Strategic Planning process | |
| SETTING COMMUNICATION GOALS | ||
| DETERMINING ROLES OF EACH MEDIUM | ||
| CREATING MESSAGES | ||
| PLACING MESSAGES IN APPROPRIATE MEDIA | ||
| MESSAGE RESULTS | ||
| MAKE ADJUSTMENTS IN MESSAGES OR MEDIA | ||
| 26 | Types Of Communication Strategies | |
| Customer Retention Communication | ||
| Communicating Proactively | ||
| MAKE IT EASY TO RESPOND | ||
| MAKE COMMUNICATION EASY | ||
| Customer Acquisition Communication | ||
| 27 | The Role Of Promotion | |
| THE ADVERTISERS OR CLIENTS | ||
| ADVERTISING AGENCY | ||
| MEDIA ORGANISATIONS | ||
| SPECIALISED MARKETING COMMUNICATION SERVICES | ||
| COLLATERAL SERVICES | ||
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