Core Concepts of Marketing by John Burnett - HTML preview

CHAPTER 8

COMMUNICATING TO MASS MARKETS

PERSON X

PERSONY

(GROUP)

(GROUP)

INTERFERENCE

FIGURE 8.1

A model of human communication

Friend, parent, boss, client, or customer are just some of the roles we may portray in

any communication process. The nature of the role directly affects

nature of commu-

nication. We communicate quite differently with our boss than we do

close friends.

People who have known each other for a long time often devise their own communication

system, which may include lots of no nverbal signals.

Finally, the communicatioa system exists within an environment. The environment

is everything internal and external to the communication system that can affect the system

(family,

competing advertisements, etc.). Each of the factors within the environ-

ment interacts with the communication system to a different degree. Because communi.ca-

tion systems are open to the influence of the total environment, we can never analyze a

communication event from only the point of view of the people who seem obviously involved.

Everything may affect communication, positively or negatively. The iatter

may alter

or distort inputs, outputs, or processing and are called interference. Interference can be gen-

erated internally (e.g., fear, love, prejudice) or externally (e.g., noise, weather, physical

appearance) .

HOW WE COMMUNICATE

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MARKETING CAPSULE

•

The primary role of IMC is to systematically evaluate the

4. The basic objectives of marketing communication are to:

communication needs and wants of the buyer and, based

communicate, convince, and compete.

on that information, design a communication strategy that

5. The elements of human communication include:

will: provide answers to primary questions of the target

a. The processing subsystem

audience; facilitate the customer's ability to make correct

b. The output subsystem

deci sions; and increase the probabili.ty that the choice they

c. The nature of the role

make will most often be the brand of the information

d. The environment

provider.

6. There are four types of communication systems:

2. Marketing communications is defined as a message deliv-

a. Interpersonal

ery system that includes all the identifiable efforts on the

b. Organizational

part of the seller that are intended to help persuade buy-

c. Public

ers to accept the seller's message and store it in retriev-

d. Mass

able form.

3. The four components that make up marketing communi-

cation are: advertising, sales promotion, public relations,

and personal selling.

Types of Communication Systems

There are several types of communication systems, classified depending on the level of con-

tact between communicators and the ability to respond to feedback.

Interpersonal Communication Systems

At the basic level of interpersonal communication systems is the dyadic context. A dyad consists of two people, or two major subsystems. Personal selling falls under this heading.

Organizational Communication Systems

The organizational communication context represents a much more complex system than

interpersonal communication. Examples include a bank, a factory, a retail store, or the gov-

ernment attempting to communicate with one another. These systems include a large col-

lection of subsystems, all organized around a common goal(s). Interactive technology has

changed these types of systems in a dramatic way.

Public Communication Systems

This type of system involves communication usually from one person to a large group of

people. Although everyone affects everyone else to some degree in every communication

system, in a public communication context, such as a speech from a politician to people

standing behind a platform of a campaign train, the speaker does most of the talking.

M ass Communication Systems

The mass communication context exists when a person/organization is communicating indi-

rectly with a large group of people and there is even less opportunity for people to inter-

act freely with one another and to mutually affect one another. Advertising and public relations are such mass communications.

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CHAPTER 8

MASS MARKETS

Target audiences

Target audiences

- Past

Customers

- Present

Employees

Future

Resellers

Stockholders

- Competing

Companies

Functions

- Noncompeting

- Government

Publics

- Agencies

- Groups

FIGURE 8.2

The flow of marketing communication

Marketing Communications

While all communication includes the same basic components depicted in Figure 8.1, mar-

keting communication differs somewhat in two respects. First, the intent of marketing com-

munications is to present a persuasive message, which reinforces the total offer made by

the marketer. Essentially, all marketing communication attempts to create uniqueness in the

mind of the target audience.

Second, marketing communication can be divided into two flows (i.e., internal and

external), which are directed at different target audiences. This necessitates different com-

munication strategies, which, never the less, must be compatible. A company cannot be telling

a customer one story and stockholders another. The flow of marketing communication is

depicted in Figure 8.2.

DESIGNING AN IMe STRATEGY

The design of an effective IMC strategy is a very difficult and time-consuming process that

requires the efforts of many members of the marketing staff. Although there has been a great

deal of variety in designing this process, the steps depicted in Figure 8.3 are most common.

As is the case with most marketing activities, IMC is guided by a set of objectives.

There are numerous responses that the manager may desire from his IMC effort. Although

the ultimate buyer behavior desired is product purchase, several intermediate responses may

prove important as well. Examples of these intermediate responses are shown in Figure 8.4.

If there is a marketing opportunity, there must also be a communication opportunity.

Although the role of IMC is de-emphasized in certain marketing programs, there will also

be some communicative, motivational, or competitive tasks to be performed. Whether or

DESIGNING AN IMe STRATEGY

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Determine objectives

I

Determine promotional

opportunities

I

I

Select audiences

I

I

Marketing

information

-

system

I Select message(s)

I

I

Determine budget

I

I

I

Allocate funds

I

I

I

Measure results

I

I

I

I

Organizing

I

I

FIGURE 8.3

The IMe Strategy

not the marketing programs should rely heavily on its communication ingredient to per-

fonn such tasks depends upon the nature and extent of the opportunity. There are several

conditions which, if they exist, indicate a favorable opportunity to communicate: for exam-

ple, it is always easier to communicate effectively when moving with the current consumer

demand rather than against it. Companies such as IBM have been actively promoting their

business computers, which are increasing in popularity, rather than home computers, which

are not doing as well.

The third consideration is selecting the target audience for the IMC. This is undoubt-

edly the most important factor in the IMC strategy, yet it is probably the issue that many

companies slight or overlook entirely. Marketing messages must be directed at the specific

target for which the overall marketing program is being designed. However, very seldom

is there a single group of consumers at which to direct promotion. Many individuals affect

the buying process, and the IMC program must be designed to reach all of them. In addi-

tion to the primary purchasers and users of the product, individuals who influence the pur-

chase decision must also be considered. For example, consumers usually rely heavily upon

the assistance and advice of others in purchasing such products as automobiles, interior dec-

orating, major appliances, and physicians, to name but a few. Similarly, industrial buyers

consider the advice of engineers, technicians, and even competitors. Thus it is extremely

important in resolving the communication issue to identify accurately not only those who

consume and buy the product but also those who influence its purchase.

Detennining exactly what to say to the relevant audience is the fourth consideration.

The heart of IMC is the transmission of ideas of marketing significance to the seller. Whether

these ideas are received and perceived as intended depends in large part on the skill used

in developing the communication appeal. It also depends upon the vehicle used to deliver

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