L13 & 14 Marketing Communications

Question 1

what is communication

Answer 1

the process of conveying a message to others

Question 2

what are the 6 elements communicate requires

Answer 2

1. source
2. message
3. channel of communication
4. receiver
5. processes of encoding and 6. decoding

Question 3

what is denotation and connotation

Answer 3

• denotation = literal meaning, what it says
• connotation = underlying meaning, feeling, suggestion

Question 4

what are semiotics

Answer 4

the study of signs (words, pictures, gestures, symbols etc and the ways in which they acquire meaning, emphasis is not on the sign but the way it is interpreted

Question 5

what are the major models for communication

Answer 5

• lasswells model
• AIDA model
• Heirachy of Effects
• Persuasion Model
• Uses and Gratifications Theory

Question 6

What is Lasswells model

Answer 6

• communicator (who)
• message (says what)
• medium (in which channel)
• audience (to whom)
• effect (with what effect)

Question 7

What is the AIDA model

Answer 7

• awareness
• interest
• desire
• action

Question 8

what is the hierarchy of effects model

Answer 8

-awareness (recognise brand)
- interest (learn about product)
- evaluation (appraise attributes)
- trial (purchase and use)
- adoption (repeated purchase)

Question 9

what is the persuasion model

Answer 9

• exposure (audience presented with a message through a channel)
• attention (attention is grabbed by creativity, repetition)
• comprehension (audiences comprehend the value or point of the message)
• acceptance (audiences believe the message)
• retention (audiences remember the message, and identify the message with the company and its products
• action (audiences change their behaviour in the desired direction PURCHASE)

Question 10

what is the uses and gratification theory

Answer 10

• consumers actively pursue that which suits their needs and desires
• consumers choose what media they want to use, how they want to use it and why they want to use it the way they do. They do so based on the gratification they receive from it

Question 11

what are promotional elements used for

Answer 11

• inform prospective buyers about the benefits of the product
• persuade them to try it
• remind them later about the benefits they enjoyed by using the product

Question 12

what is advertising

Answer 12

• the placement of announcements and messages in time or space by a source who seeks to inform/persuade members of a particular target market or audience regarding their products.

Question 13

what are the 3 types of product advertisements

Answer 13

1. pioneering- explains product
2. competitive- promotes brands special features
3. reminder- reinforces previous knowledge

Question 14

what are the 6 steps in developing the advertising program

Answer 14

1. identify the target audience
2. specify the advertising objectives
3. set the budget
4. select the promotional tools
5. design the promotion
6. schedule the promotion

Question 15

what are some things to consider when developing an advertisement

Answer 15

• message content and creativity; informational and persuasive elements, original and appropriate
• ## message appeals; fear, sex, humour, celebrity, guilt

Question 16

what are some things to consider when selecting the right media

Answer 16

• reach; number exposed to the media
• rating; % of people tuned into a show
• frequency; number of times target audience is exposed to a message
• gross rating points; reach x frequency
• cost per 1000 (CPM)
• media habits of target audience
• product attributes may require certain media to be used
• complexity of message
• timing
• cost

Question 17

what are the 2 main kinds of sales promotion

Answer 17

1. consumer orientated
2. trade orientated