{"id":1793,"date":"2018-07-25T10:38:36","date_gmt":"2018-07-25T10:38:36","guid":{"rendered":"http:\/\/armaniads.com\/?p=1793"},"modified":"2018-07-25T11:07:51","modified_gmt":"2018-07-25T11:07:51","slug":"marketing-communications-marcom-process","status":"publish","type":"post","link":"https:\/\/armaniads.com\/en\/marketing-communications-marcom-process\/","title":{"rendered":"Marketing Communications (MARCOM) Process"},"content":{"rendered":"

The Communications Process Models<\/strong>
\nMarketers should understand the principal elements of effective communications. A macro-model and a micro-model are two useful models in here.<\/p>\n

\u2022 Macro-model of The Communication Process<\/strong><\/p>\n

The below figure demonstrates a macro-model with nine key contributors in an effective communication. Two represent the major parties\u2014 sender and receiver. Two represent the major tools\u2014message and media. Four represent major communication functions\u2014encoding, decoding, response, and feedback. The last factor in the system is noise, random and competing messages which may interfere with the intended communication.<\/p>\n

Senders must know what audiences they want to reach and what responses they want to get. They must encode their messages in a way that the target audience can decode them. They must transfer the message through media that reach the target audience and develop feedback channels to monitor the responses. The more the sender\u2019s field of experience be as same as that of the receiver, the more effective the message is likely to be.<\/p>\n

Figure 1- Macro-model of The Communication Process<\/p>\n

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\u2022 Micro-model of The Communication Process<\/strong> <\/p>\n

Micro-models of marketing communications concentrate on consumers\u2019 specific responses to communications. The below figure summarizes four classic response hierarchy models. All these models suppose the buyer passes through cognitive, affective, and behavioral stages, in that order. This \u201clearn-feel-do\u201d sequence is suitable when the customer has high involvement with a product category perceived to have high differentiation, such as an automobile or a property. An alternative sequence, \u201cdo-feel-learn,\u201d is appropriate when the target has high involvement but perceives little or no differentiation within the product category, such as an airline ticket or personal computer. A third sequence, \u201clearn-do-feel,\u201d is relevant when the audience has low involvement and perceives little differentiation, such as with salt or mineral water. By choosing the right sequence, the marketer can do a better job of planning communications.<\/p>\n

Figure 2- Micro-models of The Communication Process<\/p>\n

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\nMarketing Communications<\/strong>
\nWhat we call marketing communication (MARCOM for short) involves the use of a variety of tools and functions, such as advertising, public relations, sales promotion, direct response, events and sponsorships, point of sale, digital media, and the communication aspects of packaging, as well as personal sales and a number of new forms of online communication that have emerged recently. All are parts of a planned effort to deliver specific messages used strategically to promote a brand or organization, that is one of the P\u2019s in the marketing mix which contains Place, Product, Price, as well as Promotion. They deliver a complex system of brand messages we refer to as brand communication\u2014all the various marketing communication messages and brand experiences that create and maintain a coherent brand.<\/p>\n

In other words, Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers\u2014directly or indirectly\u2014about the products and brands they sell. What we can understand is that marketing communications represent the voice of the company and its brands; they are a means by which the firm can establish a dialogue and build relationships with consumers. Marketing communications also work for consumers when they show how and why a product is used, by whom, where, and when. The management challenge, then, is to manage all of the messages that all the various types of marketing communication are delivering so they work together to present the brand in a coherent and consistent way. In other words, advertising is merely one element in a coordinated basket of messages. <\/p>\n

Marketing Communication Mix<\/strong>
\nAs you read above, there are so many types and modes in communicating with a firm\u2019s targeted customers. All in all, the marketing communications mix consists of eight major modes of communication:<\/p>\n

1. Advertising\u2014Any<\/strong> paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor via print media (newspapers and magazines), broadcast media (radio and television), network media (telephone, cable, satellite, wireless), electronic media (audiotape, videotape, videodisk, CD-ROM, Web page), and out of home (OOH) media (billboards, signs, posters).<\/p>\n

Advertising reaches geographically dispersed buyers. It can build up a long-term image for a product (Barbican ads) or be incentive to sale quickly (a Digikala ad for a seasonal sale). Certain forms of advertising such as TV can require a large budget, whereas other forms such as newspaper do not. The mere presence of advertising might have an effect on sales: Consumers are likely to believe that a heavily advertised brand must offer \u201cgood value.\u201d Because of the many forms and uses of advertising, it\u2019s difficult to make generalizations about it. Yet a few observations are worthwhile:<\/p>\n

    \n
  1. Pervasiveness<\/strong>\u2014Advertising permits the seller to repeat a message many times. It also allows the buyer to receive and compare the messages of various competitors. Large-scale advertising says something positive about the seller\u2019s size, power, and success.<\/li>\n
  2. Amplified expressiveness<\/strong>\u2014Advertising provides opportunities for dramatizing the company and its brands and products through the artful use of print, sound, and color.<\/li>\n
  3. Control<\/strong>\u2014The advertiser can choose the aspects of the brand and product on which to focus communications.<\/li>\n<\/ol>\n

    2. Sales promotion\u2014A<\/strong> variety of short-term incentives to encourage trial or purchase of a product or service including consumer promotions (such as samples, coupons, and premiums), trade promotions (such as advertising and display allowances), and business and sales force promotions (contests for sales reps).<\/p>\n

    Companies use sales promotion tools\u2014coupons, contests, premiums, and the like\u2014to draw a stronger and quicker buyer response, including short-run effects such as highlighting product offers and boosting dropped sales. Sales promotion tools offer three distinctive benefits:\n<\/p>\n

      \n
    1. Ability to be attention-getting<\/strong>\u2014They draw attention and may lead the consumer to the product.<\/li>\n
    2. Incentive<\/strong>\u2014They incorporate some concession, inducement, or contribution that gives value to the consumer.<\/li>\n
    3. Invitation<\/strong>\u2014They include a distinct invitation to engage in the transaction now.<\/li>\n<\/ol>\n

      3. Events and experiences<\/strong>\u2014Company-sponsored activities and programs designed to create daily or special brand-related interactions with consumers, including sports, arts, entertainment, and cause events as well as less formal activities.<\/p>\n

      There are many advantages to events and experiences as long as they have the following characteristics:<\/p>\n

        \n
      1. Relevant<\/strong>\u2014A well-chosen event or experience can be seen as highly relevant because the consumer is often personally invested in the outcome<\/li>\n
      2. Engaging<\/strong>\u2014Given their live, real-time quality, events and experiences are more actively engaging for consumers.<\/li>\n
      3. Implicit<\/strong>\u2014Events are typically an indirect \u201csoft sell.\u201d<\/li>\n<\/ol>\n

        4. Public relations and publicity<\/strong>\u2014A variety of programs directed internally to employees of the company or externally to consumers, other firms, the government, and media to promote or protect a company\u2019s image or its individual product communications.<\/p>\n

        Marketers tend to underuse public relations, yet a well-thought-out program coordinated with the other communications-mix elements can be extremely effective, especially if a firm needs to challenge consumers\u2019 misconceptions. The fascination of public relations and publicity is based on three distinctive qualities:<\/p>\n

          \n
        1. High credibility<\/strong>\u2014News, stories and features are more authentic and credible to readers than ads.<\/li>\n
        2. Ability to reach hard-to-find buyers<\/strong>\u2014Public relations can reach prospects who prefer to avoid mass media and targeted promotions.<\/li>\n
        3. Dramatization<\/strong>\u2014Public relations can tell the story behind a company, brand, or product.<\/li>\n<\/ol>\n

          5. Direct marketing<\/strong>\u2014Use of mail, telephone, fax, e-mail, or Internet to communicate directly with or solicit response or dialogue from specific customers and prospects.<\/p>\n

          6. Interactive marketing<\/strong>\u2014Online activities and programs designed to engage customers or prospects and directly or indirectly raise awareness, improve image, or elicit sales of products and services.<\/p>\n

          Direct and interactive marketing messages take many forms\u2014over the phone, online, or in person. They share three characteristics:\n<\/p>\n

            \n
          1. Customized<\/strong>\u2014The message can be prepared to appeal to the addressed individual.<\/li>\n
          2. Up-to-date<\/strong>\u2014A message can be prepared very quickly.<\/li>\n
          3. Interactive<\/strong>\u2014The message can be changed depending on the person\u2019s response.<\/li>\n<\/ol>\n

            7. Word-of-mouth marketing (WOM)<\/strong>\u2014People-to-people oral, written, or electronic communications (EWOM) that relate to the merits or experiences of purchasing or using products or services.<\/p>\n

            Word of mouth also takes many forms both online or offline. Three noteworthy characteristics are:<\/p>\n

              \n
            1. Influential<\/strong>\u2014Because people trust others they know and respect, word of mouth can be highly influential.<\/li>\n
            2. Personal<\/strong>\u2014Word of mouth can be a very intimate dialogue that reflects personal facts, opinions, and experiences.<\/li>\n
            3. Timely<\/strong>\u2014Word of mouth occurs when people want it to and are most interested, and it often follows noteworthy or meaningful events or experiences.<\/li>\n<\/ol>\n

              8. Personal selling<\/strong>\u2014Face-to-face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders.<\/p>\n

              Personal selling is the most effective tool at later stages of the buying process, particularly in building up buyer preference, conviction, and action. Personal selling has three notable qualities:<\/p>\n

                \n
              1. Personal interaction<\/strong>\u2014Personal selling creates an immediate and interactive session between two or more persons. Each is able to observe the other\u2019s reactions.<\/li>\n
              2. Cultivation<\/strong>\u2014Personal selling also permits all kinds of relationships to spring up, ranging from a matter-of-fact selling relationship to a deep personal friendship.<\/li>\n
              3. Response<\/strong>\u2014The buyer is often given personal choices and encouraged to directly respond.<\/li>\n<\/ol>\n

                Marketing communication activities are related to brand equity and drive sales in many ways: by creating brand awareness, forging brand image in consumers\u2019 memories, eliciting positive brand judgments or feelings, and strengthening consumer loyalty.<\/p>\n

                Now that we know about modes of communicating with our prospects, it is time to undertake mixing the communication platforms discussed in later blog in the title of communication mix.<\/p>\n

                References<\/strong><\/p>\n

                \nKotler, P., & Keller, K. L. (2012). Designing and Managing Integrated Marketing Communications. In P. Kotler, & K. L. Keller, Marketing Management (14 ed., pp. 474-500). New Jersey: Pearson Education.
                \nMoriarty, S., Mitchell, N., & Wells, W. (2015). Brand Communication. In S. Moriarty, N. Mitchell, & W. Wells, Advertising and IMC Principles and Practices (10th ed., pp. 64-85). London, UK: Pearson Education.<\/p>\n","protected":false},"excerpt":{"rendered":"

                The Communications Process Models Marketers should understand the principal elements of effective communications. A macro-model and a micro-model are two useful models in here. \u2022 Macro-model of The Communication Process The below figure demonstrates a macro-model with nine key contributors in an effective communication. Two represent the major parties\u2014 sender and receiver. Two represent the…<\/p>\n","protected":false},"author":3,"featured_media":1799,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-1793","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","category-7","description-off"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t