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Advertising and Promotion.

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Kerry Wake H.N.D. Advertising and Promotion Assignment 1 January 2004 Wayne Bailey Table of Contents Section 1 - communications industry Introduction page4 Communications Process page5 The role of the various parties in the communications process & their relationship page8 Conclusion page11 References page 12 Bibliography page13 Section 2 - current trends Introduction page15 Current trends - micro marketing page16 Current Trends - e commerce page18 References page19 Bibliography page20 Section 3 - behaviour models Introduction page22 Behaviour models page23 Conclusion page26 References page27 Bibliography page28 Section 1 Communications Industry Introduction Communication plays a major part when it comes to advertising, this booklet explains the communications industry, and it also looks at the roles of the various parties in the industry and their relationship between one another. Communications Process Communication is contact between two or more parties, giving information. The aim of the communications process is to influence buyer behaviour, but before the marketers can influence the consumers they need to know how the communication process works. A View of the Communications Process All marketers send a message to encourage you to buy their product. PRESELLING SELLING (How to sell it and how to sell it) (How to sell it and the way you sell it) POST- CONSUMPTION CONSUMING (To sell it again) (Whilst you are selling your product) I am to give you 2 communication model theories of communication activity. 1. Lasswell's theory According to Lasswell, Power and Personality (1948) a communication model should answer the following questions: * Who? * Says What? * In What Channel? * To Whom? * With What Effect? 2. Kotler's theory But according to Kotler, Marketing Management: Analysis, Planning, Implementation and Control (1991) the communication process was a sender/receiver model which to him provides a framework for answering the questions of Lasswell. ...read more.


Conclusion As you have seen there is much more to the 'communications industry' and the structure of it. When you are communicating your product or service to the consumers there is a lot to think about. Sometimes though, the person receiving your message may not get the full message due to noise around the home, when the T.V or radio is on. Even though this isn't your fault you must still be aware of noise and other possible problems that can arise. If you don't get the message across the way you were supposed to then someone else will. References www.adbrands www.ihaveanidea.org www.tutor2u Bibliography Advertising and Promotion Class Notes Barnsley Premier Leisure Strategic Marketing Manual BPP Business and Marketing (page 289-301) Marketing Class Notes Web Sites on Reference Page Section 2 Current Trends Introduction This script is to explain two current trends in the communications environment in the U.K. The two trends I am to explain are e-commerce e.g. the internet and also micro marketing e.g. target marketing-magazines. I will give you a definition of the current trends and the advantages and disadvantages of both. Micro marketing Micro marketing is the process of individualising marketing, so that the product fits the customer perfectly. www.bized.ac.uk There are several important reasons why businesses attempt to segment their markets carefully. The main reason is that customer's needs differ. Customer circumstances change, for example they grow older, form families, change jobs or get promoted, change their buying patterns. By marketing products that appeal to customers at different stages of their life ("life-cycle"), a business can retain customers who might otherwise switch to competing products and brands. By segmenting markets, the target customer can be reached more often and at lower cost Magazine Companies are a good example of Micro marketing. ...read more.


www.tutor2u This model is important for anyone making marketing decisions. It forces the marketer to consider the whole buying process rather than just the purchase decision. The model implies that customers pass through all stages in every purchase. However, in more routine purchases, customers often skip or reverse some of the stages. The buying process starts with recognition. The buyer recognises a problem or need. If the need is strong and there is a product or service that meets the need close to hand, then a purchase decision is likely to be made there and then. If not, then the process of information search begins. The usefulness and influence of these sources of information will vary by product and by customer. Research suggests that customer's value and respect personal sources more than commercial sources (the influence of "word of mouth"). The challenge for the marketing team is to identify which information sources are most influential in their target markets. In the evaluation stage, the customer must choose between the alternative brands, products and services. After evaluating which product to buy the customer then purchases. Lastly there is the post-purchase evaluation. Did it meet the customer's requirements? Conclusion Buyer behaviour is an important part of the marketing process and it to understand why a customer makes a purchase. Without such an understanding, businesses find it hard to respond to the customer's needs and wants. You have just seen 3 buyer behaviour models and each suggest different processes you have to go through. For a marketing manager, the challenge is to understand how customers might respond to the different elements of the marketing mix that are presented to them. If management can understand these customer responses better than their competition, then it is a potentially significant source of competitive advantage. ...read more.

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