TOPIC 2.

MARKETING
COMMUNICATIONS SYSTEM
 PLAN
1. Main functional characteristics of MC
2. Basic model of communication process
3. Language and conception as elements of
communication
4. MC Mix
5. Integrated MC (IMC)
1. Main functional characteristics of MC
 MARKETING COMMUNICATION has been
defined as the sharing of information, concepts,
and meanings about products, services and the
organization that sell them, by the source and
receiver.
Marketing Communication is targeted
interaction with customers and prospects using
one or more media, such as direct mail,
newspapers and magazines, television, radio,
billboards, telemarketing, and the Internet.
 MC functions:
• Information
• Persuasion
• Combined promotional and
persuasion
 Complex MC system:
• Advertising
• Sales promotion
• Publicity
• Personal selling
2. Basic model of communication
process
 The process of communication
consists of:
• SOURCE
• MESSAGE
• ENCODING
• TRANSMISSION
• DECODING PROCESS
• RECEIVER
• FEEDBACK
• NOISE
 Noise includes barriers to communication such
as:
–Differences in perception, or the way persons select, organize and interpret information.
–Lack of recognition for the product or organization.
–Information overload, too much information supplied by the source, may result in receiver’s confusion
of the message.
–Disorganized sales presentation.
–Distractions occurring as a result of competitors’ messages.
–Poor and inaccurate message reception.
–Emotional factors, such as worries, illness and so forth.
–Language problems.
–Screening and information filtering or selective perception.
–Distrust occurring from poor credibility of the source.
–Wrong timing of message delivery.
–Physical noisy or confined environment.
–Poor message presentation occurring from faulty encoding and use of ambiguous symbols.
–Transmission may be interrupted by static activity in the channel.
–Decoding may be faulty because the wrong meaning may be attached to words and other symbols.
–Fear of possible consequences of the change a message will cause.
–Understanding can be obstructed by prejudices.
–Selling pressure; a pushy, arrogant selling style can quickly cause the prospect to erect a communication
barrier.
Figure 1. MODEL OF MC PROCESS
3. Language and conception as elements of
communication
 1. LANGUAGE
– PHONOLOGY: the study of the sounds of
language.
– SYNTAX: the study of the relationship
between groups of words and how they are
strung together in a meaningful order.
– SEMANTICS: the study of meaning of words
and sentences as components of language
 Characteristics of the
communication language

–Language accuracy
–Language distinctiveness
–Vividness
–Appropriate usage
 
Verbal language is Non-verbal language, such as body
largely used for language includes movement, appearance,
communication
through the
dress, facial expressions, gestures, posture,
application of use of silence, use of touch, timing, distance
spoken words, between speakers and listeners, physical
advertisements, surroundings, tone and rhythm of speech.
imagery, pictures
and written
materials. LANGUAGE OF TIME
LANGUAGE OF SPACE
LANGUAGE OF THINGS
LANGUAGE OF AGREEMENT
LANGUAGE OF FRIENDSHIP
LANGUAGE OF NEGOTIATION
LANGUAGE OF RELIGION
LANGUAGE OF SUPERSTITION
LANGUAGE OF COLOUR
LANGUAGE OF GIFTS

Figure 2. Communication language

 2. SIGN: a sign is a signal or printed
mark with meaning portraying
something that has been experienced; it
can be used for communication
between a sender and the receiver. For
example, as it is used in sign language
for the deaf and dumb.
 3. SYMBOL: is a thing that
represents or stands for another,
usually something concrete or
material, representing an idea or
emotion.
4. MC Mix
 Major components of MC mix

• WORD-OF-MOUTH COMMUNICATION
• ADVERTISING
• SALES PROMOTION
• PUBLICITY
• PERSONAL SELLING
5. Integrated MC (IMC)
 IMC strategic planning process
• SETTING COMMUNICATION GOALS
• DETERMINING ROLES OF EACH MEDIUM
• CREATING MESSAGES
• PLACING MESSAGES IN APPROPRIATE MEDIA
• MESSAGE RESULTS
• MAKE ADJUSTMENTS IN MESSAGES OR
MEDIA