Marketing Campaign Planning
Chapter 5 Planning for a Marketing Campaign
5.1 The Communication Process
The Communication Process - Marketing Campaign Planning - ثالث ثانوي
PART 1
Chapter 1 Introduction to Marketing
Chapter 2 Consumer Behavior
Chapter 3 Marketing Strategies
Chapter 4 Products and Services
PART 2
Chapter 5 Planning for a Marketing Campaign
Chapter 6 Advertising and Public Relations
Chapter 7 Personal Selling and Sales Promotion
Visitors attending the Gitex 2018 exhibition, the world’s biggest in-person technology event
Planning for a Marketing Campaign
How much attention do you usually pay to the advertising you see every day?
CHAPTER LESSONS The Communication Process
The Communication Process
MARKETING MATTERS Consumers tend to overlook most of the marketing messages they receive due to the overwhelming volume of messages being transmitted and other environmental factors
Brainstorm examples of media and materials that businesses can use to communicate information to the consumer
The Communication Process
In the context of communication, a receiver is the individual, group
The Source
The Message
Encoding by the Source
The Message Channel
The Receiver
Decoding by the Receiver
Noise
getting to the receiver and distract the receiver from it, is called noise
Feedback
What makes the communication process a cyclical process
What role does encoding play in the communication process
Who sends messages in the communication process and who receives the messages
Types of Communication
What do you think the salesperson is telling the potential customer about the products in the store?
Interpersonal Communication
Mass Communication
Mass communication can be much more cost-efficient than personal selling
Name at least one advantage of mass communication for the company using it
Name at least one advantage of personal communication for the company using it
What type of audience do each of the two types of communication try to reach
How effective do you think billboards are as a form of mass communication
The Encoding, Customer Decoding, and Feedback Process
The Encoding Process
MARKETING SCENARIO Using the Symbolism of Children Playing to Encode a Business's Message
How effective is this approach is likely to be? Explain your answer
How did the company decide to encode this message in their advertising? Why
What specific message about their products does the company want to communicate
How do you usually access the news? Do you think the way that you use is typical for Saudis in general or different?
communications channel
The Customer Decoding Process
The Customer Feedback Process
Channel Capacity
Can you think of a marketing message which was presented through a media that was well-suited to the type of message being transmitted
What ways have you recently given businesses feedback about marketing messages they have sent you
What signs and symbols would be understood in a certain way by people in Saudi Arabia, but might be understood differently by people from other countries
Why is mass communication said to be a one-way flow of information
What are the names of the two groups of people that communicate with each other in the communication process
Make Academic Connections Visual
What needs to happen for the encoding of a message to be understandable and possible to decode for the people who receive it
Connect to the Real World Work in a team. You and your team members work for an advertising company
