Introduction to Marketing Communications Lecture One

1 …introduction to

• To provide students with knowledge and understanding of communication tools

• and to develop awareness and knowledge of the basic principles of marketing comms

• and providing an introduction to major theoretical concepts

1

2

3

learning objectives...

learning methods...

part 1

Part 2

Part 3

introduction to communication theories and concepts

advertising

• …to differentiate

• …to remind (or reassure)

• …to inform

• …to persuade

D

R

I

P

• Linear, two-step and multi-step

• Opinion leaders and formers

• Diffusion of innovation

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2

3

of communication

sender message receiver

encode decode

feedback

of communication

sender message receiver

encode decode

feedback

Mass Media

opinion

leader

receiver

receiver receiver

receiver

Mass Media

opinion

leader

receiver

receiver receiver

receiver

receiver

sender

Receptive to new ideas, ‘early adopters’

Raise the profile of various social issues

Early majority

34%

Late majority

34% Laggards 16%

Early adopters

13½%

Innovators 2½%

Market %

Time

Need to understand the characteristics of innovators and early adopters

diffusion of innovations…

Limited trial possible?