MARKETING COMMUNICATION INTEGRATING ONLINE AND OFFLINE WITH SOCIAL MEDIA Heidi Hellström Master of Economic Sciences, Senior Lecturer University of Applied Sciences, Vaasa
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MARKETING
COMMUNICATIONINTEGRATING ONLINE AND OFFLINE WITH
SOCIAL MEDIA
Heidi HellströmMaster of Economic Sciences, Senior Lecturer
University of Applied Sciences, Vaasa
COMMUNICATION
THEORY AND THE
ADOPTION MODEL
WHAT IS
COMMUNICATION?
WHAT IS COMMUNICATION?
Transmitting
Exchanging of information
Communicating
It is always a two-way
street
When
it
went
wrong?
When an advertisementguru used the word Obsole
often, but laterfound out that
43% of US woman had no
idea what itment
ADOPTION
MODELS
AIDA
Awareness
Interest
Desire
Action
WHO HAS THE
POWER TO
INFLUENCE ?
COMMUNICATION MODELS
A SINGLE STEP MODEL
Sender Message Receiver
COMMUNICATION MODELS
TWO STEP MODEL
Sender MessageOpinionleader(s)
Receiver(s)
Opinion leaders, formers and connectors
EXPLANATIONS
Opinion formers => officially paid to give their opinions
Opinion leaders => not paid
Connectors => the ones that know a lot of people
COMMUNICATION MODELS
MULTI-STEP MODEL
WEB COMMUNICATIONS MODEL
WHAT IS THE
NOISE?
THE NOISE
Language
Lack of understanding of what the receiver wants or needs
The degree of knowledge and expertise of the sender and the
receiver
The quality of the information sent
Lack of trust or honesty in the source
Cultural differences
Poor listening skills
ref:
http://www.bized.co.uk/educators/level2/comms/activity/buscomms12.htm
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