CHAPTER 9

Communicating Effective
Advertising and
Promotional Messages
-ROLE OF COMMUNICATION
-TYPES OF COMMUNICATION
- E FF E C T IV E A D V E R T IS I N G A N D
PROMOTION MESSAGES
 The Communication Process

Communication is the exchange of meaningful

information between two or more people. The
effectiveness of communication is measured by how well
the message is understood.
Sender
The sender is the originator of the message. An
individual, group, or company can initiate the
communication. The sender of an advertisement or
promotion is the company that created the ad. The source
is initially responsible for the success of the message.
 The Commuication Process
Encoding the Message
The message is what is being communicated.
Encoding is the conversion of ideas or throughts
into a message. Language, gesture, symbols and
imagery are used to encode messages. The
encoding process is influenced by the sender's
beliefs about the receiver's knowledge and
perceptions and by the additional information the
sender wants the receiver to have.
 The Communication process

The Communication Channel

To transmit the message,the sender uses a
communication channel, or a medium, to ditribute
the message. Common communication channels for
advertising and promotion include
television,radio,newspapers, magazines,
slaespeople,direct mail,signage,and the Internet
The Communication Process

The Receiver
The receiver is the individual or individuals to whom the
message is directed. For advertisements and promotions, the
receiver usually is the target market, or prospective customer.

Decoding the Message

Successful communication occurs when the receiver
correctly interprets the sender's message. Decoding is
the interpretation of the language and symbols to
uncover the meaning of a message. The message is not
always decode properly.
 The Communication Process

Noise
Communication barriers have a negative affect on
the communication process. Noise includes any
distraction or inference that acts as a barrier to a
message.

Feedback
After receipt of a message, the receiver may respond
in some way to the sender. The receiver's response
to the message is feedback.
Purpose of Advertising and Promotional
Communication
The goals of advertising and promotional
communication are to inform, persuade, and remind
target audiences.

Inform
When a new product or services enters the market,
advertising and promotional messages are used to
inform customer
Persuade
After target market has a general awareness of the
product, advertising and promotional
communication is used to persuade consumers to
take action and buy the product.

Remind
The third goal of communication is to remind
consumers about existing products and services.
TYPES OF COMMUNICATIONINTERPERSONAL
COMMUNICATION

Communicating ‘one on one” with another person is

referred to as interpersonal communication. Skillful
interpersonal communication requires effective speaking
and listening skills. One of the benefits of interpersonal
communication is the ability to have a two way
conversation.
Interpersonal communication is influenced
by context, which is the situation in which
the communication occurs. People
communicated differently in different
context.

PSYCHOLOGICAL CONTEXT or mental

context , describes the emotion, moods, needs,
desires, and the personalities of participants in the
communication process.
RELATIONAL CONTEXT
also called social context, involves the rules,
responsibilities and status of the participants.

HISTORICAL CONTEXT
is based on previous or similar experiences. If customer
have reacted a certain way to a sales presentation in the
past, the sales person may assume other customer will act
the same way.

ENVIRONMENTAL CONTEXT
refers to the physical location in which the communication
takes place. Factors to consider includes the place, time of
day, noise level, lighting, temperature and season.
SITUATIONAL CONTEXT
involves the social aspect of where the
communication takes place. The communication that
occurs between a sales person and a costumer maybe
different if it takes place in an office setting versus a
restaurant or other social setting.

CULTURAL CONTEXT
includes learned behaviors and rules that effect
interaction.
ORAL PRESENTATION
Involves communicating a messages to an audiences. They
are very common in business situation. Sometimes
individuals are called upon to give an extemporaneous
presentation, which is an impromptu or unplanned
presentation

PLANNING THE PRESENTATION

Making a good oral presentation is a learned skill that
involves careful planning.

DELIVERING THE PRESENTATION

when making a presentation, speakers need to be aware of
their voice quality. Factors affecting voice quality include
volume, fluency, clarity and pronunciation.
INTERNET COMMUNICATION

Social media are websites for users create and

share information. The interactive components of
social media has improved communication
between business and consumer. Types of social
media.• Blogs• Facebook• Twitter• Youtube•
Online communities
 Effective Advertising and Promotional
Messages

The Advertising and Promotional message

What makes a television commercial
memorable? Why do some brands have a loyal
following? What makes a salesperson a top
performer? Why do some promotional e-mail
work better than other? It all comes down to
the message.
 The Four C's of Communication

1.Comprehension
Communication should be simple enough for the target
-

audience to understand. Message should be short and

concise.

2.Connection
- Making a connection means that the message evokes
some kind of reaction from the audience. The message
will have meaning and significance for the audience and
will usually trigger emotions, such as excitement, anger,
empathy, guilt, happiness, or sadness.
3.Credebility
The audience must believe who is saying the
message ( the brand or communicator's voice ) and
what is being said. When this does not happen, the
connection begins to break down.

4.Contagiousness
Have you ever noticed that when you see a
television commercial that is clever or humorous,
you share it with your friends, reenact it, or repeat
the slogan or catch phrase in conversations?
Advertising That Makes an Impact
The importance of advertising in today's business
environment is immense. Advertising campaigns
often determine the success of products and services.

What is Effective Advertising?

Effective advertising focuses on the needs of the
consumer and comvinces the consumer to buy a
specific product or service to fulfill those needs. As a
business develop their advertising campaigns, they
need to consider how to create effetive advertising.
Effective advertising has the following:
1. It is created from the consumer's perspective
Advertising must relate to the consumer's, not the
business's, needs and wants. Effective advertising
demonstrates a keen of insight into what consumers
are looking for when making buying decisions about
products and services.

2. In finds a unique way to break through the

clutter Advertising can be found in every medium -
newspapers, magazines, television, radio, and the
internet. Because consumers see a massive number of
advertisements daily, advertisers find it difficult to
stand out from the crowd.
3. It never overpromise and undelivers
Once consumers have been deceived by an
advertiser that promised results or benefits that
went undelivered, they will lose respect for the
business.

4. It does not allow creativity to overwhelm

the marketing strategy
Although creativity is important, it should not
overshadow the purpose of advertising, which is to
inform, persuade, or remind the audience about
the product or service.
5. It works in conjunction with the
other elements in the marketing
strategy
Using an integrated marketing communication
strategy ensures all advertising and promotional
messages about a product or service are compatible
and deliver consistent message
Processing Advertising Messages
When creating advertising messages, advertisers
should consider how to increase consumer's
motivation, opportunity, and ability to process
advertising message.

Motivation to Process Advertising

Messages
An advertising message is only effective if it
captures a consumer's attention. Advertisers must
find ways to motivate consumers to view or listen
to an advertisement.
Opportunity to Process Advertising
Messages
Consumers must be given the opportunity to fully
comprehend and process the meaning of advertising
messages.

Ability to Process Advertising Messages

To ensure that consumers will fully understand an
advertising message, advertisers need to determine the
consumers existing knowledge about the product or service.
 The End!
Group Member:
Aldrin L. Fernandez
Veronica Padrones
Mark Louie P. Peralta