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KAMPALA INTERNATIONAL UNIVERSITY
COLLEGE OF ECONOMICS AND MANAGEMENT
NAME : TURUHO EDITH
REG NO : 2022-01-
COURSE UNIT : PRINCIPLES OF MARKETING
COURSE CODE : MKM 1101
COURSE : DSP
YEAR : ONE
SEMESTER : ONE
SESSION : DAY
LECTURER : MR. NICHOLAS BAKESIMO
QUESTION
1a) using transaction models of communication, define marketing communication and what are some of the factors to consider in setting a marketing communication mix b) With relevant examples, explain the marketing communication channels
1a) Using transaction models of communication, define marketing communication and what are some of the factors to consider in setting a marketing communication mix Transaction Model of Communication The Transaction Model of communication describes communication as a process in which communicators generate social realities within social, relational, and cultural contexts. In this model, nurses don’t just communicate to exchange messages; they communicate to: Create relationships. Form intercultural alliances. Shape self-concept. Engage with others in dialogue to create communities. The roles of sender and receiver in the Transaction Model of communication differ significantly from those in the other models. Instead of labeling participants as senders and receivers, the people in a communication encounter are referred to as communicators. Unlike the Interaction Model, which suggests that participants alternate positions as sender and receiver, the Transaction Model suggests that you are simultaneously a sender and receiver. For example, when you first meet a client, you send verbal messages saying hello, who you are, and why you are there. Before you are done your introduction, the client is reacting nonverbally. You don’t wait until you are done sending your verbal message to start receiving and decoding the nonverbal messages of the client. Instead, you are simultaneously sending your verbal message and receiving the client’s nonverbal messages. This is an important component of this model because it helps you understand how you can adapt your communication. For example, in the middle of sending a verbal message, you can adapt your communication in response to the non-verbal message you are simultaneously receiving from your communication partner.
patient and encouraging the client to speak, demonstrating empathy, speaking clearly, making eye contact, and so on. Relational context includes the previous interpersonal history and type of relationship you have with a person. You communicate differently with someone you just met versus someone you’ve known for a long time. Initial interactions with people tend to be more highly scripted and governed by established norms and rules. As a nurse, you should always engage in communication in a professional manner because the nurse-client relationship is a professional one, not a personal one. Cultural context includes various aspects of identity such as gender, ethnicity, sexual orientation, class, and ability. While you may be able to identify some aspects of the cultural context within a communication encounter, there may also be cultural influences that you can’t see. A competent communicator shouldn’t assume they know all the cultural contexts a person brings to an encounter, because not all cultural identities are visible. Some people, especially those with identities that have been historically marginalized, are highly aware that their cultural identities influence their communication and influence how others communicate with them. Conversely, people with identities that are dominant or in the majority may rarely, if ever, think about the role their cultural identities play in their communication. DEFINITIONS OF MARKETING COMMUNICATION Marketing Communications ( MC , marcom ( s ), marcomm ( s ) or just simply communications ) refers to the use of different marketing channels and tools in combination. Marketing communication channels focus on how businesses communicate a message to its desired market, or the market in general. Marketing communication tools include advertising, personal selling, direct marketing, sponsorship, communication, public relations, social media, customer journey and promotion. Marketing Communication can be defined as the methodologies and tactics adopted by the companies to convey the messages in a unique and creative manner to their existing and prospective customers about their offerings of products and services. The messaging
communication is either direct or indirect in nature with an intention to persuade the customers to indulge in the purchase of the products and services. Marketing Communications refers to the use of different marketing channels and tools in combination. Marketing communication channels focus on how businesses communicate a message to its desired market, or the market in general. Marketing communications (also known as marcom) is the messages and media that marketers use to communicate with target markets. Examples of marketing communications include traditional advertising, direct marketing, social marketing, presentations and sponsorships. The factors in setting the marketing communications mix Buyer – Readiness Stage: Communication tools vary in cost effectiveness at different stage of buyer readiness. Advertising and publicity play the most important roles in the awareness building stage. Customer comprehension is primarily affected by advertising and personal selling. Customer conviction is influenced mostly by personal selling. Closing the sale is influence mostly by personal selling and promotion. Reordering is also affected mostly by personal selling and sales promotion and somewhat by reminder advertising. Sponsorship Sponsorship refers to supporting an event, person, or activity financially or through some other means, such as products. Larger companies will often sponsor sporting venues, like the Staples Center in Los Angeles, or sports teams like that in auto racing where you see each racing team will have one major sponsor and many smaller sponsors. These companies like to align themselves with winning teams and in return the winning, and not so winning, teams receive large sums of cash to support their teams for equipment and travel.
customer journey and promotion. SALES PROMOTION Sales promotion has two primary categories for integrated marketing communication. The first is consumer-oriented promotion, a tool which aims to increase sales of existing customers and pull in new customers to “try”. The second is trade-oriented promotion, a directive that focuses on selling more of a company’s brand products than other brands, forcing them to order more from a singular seller. Fashion brands, like Calvin Klein (CK), are known for using customer and trade oriented sales techniques to entice sales. Through their heavy brand image, they are able to promote any discount and receive valuable responses. We’ve seen promotions from 25% off to buy 3 save 30%, these discount tactics help bring back “die hard” customers and new customers who want to try the brand. With Calvin Klein expanding into department stores like Myer and David Jones, it’s no doubt the landscape is competitive. This is why we see trade orientated incentives to buy one, get one half price or special campaign outposts to promote a particular product. These are all brand orientated communication methods with the final goal to entice a sales based conversation. ADVERTISING Advertisements are seen in print, posters, TV, radio, and throughout the internet. Recently Budget Direct, an insurance company, has used TV advertising as a means to communicate their brand’s message. The benefit of the dog wielding a lightsaber campaign is that they’ve become relatable and humorous. Budget Direct’s brand personality has removed the negativity from insurance and allowed a connection to their targeted audience, and consumers primarily based on personality. DIRECT MARKETING Direct Marketing is a type of integrated marketing communication that focuses on presenting brand information to only those with similar interests. Although direct marketing has features of mass advertising, its use of the target market makes it more susceptible to achieving brand goals.
The methods of communication focus on a greater need for customer communication. This is why direct marketing methods include telemarketing, EDM marketing , brochures, and online targeted display ads. Web design and digital marketing company, Spark Interact, uses direct marketing as a form of brand conversation for both their clients and their clients’ customers. The effectiveness of targeting pre-committed audiences means that there is a higher chance of return in sales, an enquiry, or expression of interest. Spark Interact’s use of EDM’s is a practical method of direct marketing in a sales driven conversation. Email marketing is a widely accessible resource, with the ability to converse and show their clients directly about Spark’s brand personality and product features. DIGITAL/INTERNET MARKETING Digital Marketing is probably one of the most common methods of integrated marketing communication that you would see today. In our current technologically driven environment, using the internet and other digitals mediums as a way of promoting brands is a no brainer. With such a broad range of marketing tactics, from EDMs, search engine optimisation, blogs, sponsorships, and more, brands are left with a plethora of choices to best target their audience. A modern day interpretation of this is the League of Legends (LoL) and Mercedes-Benz esports collaboration for Worlds 2020. Worlds is a global esports event that runs primarily through online streaming platforms. This year Mercedes-Benz has partnered with League of Legends to promote their A-class and B-class vehicles. With tailor made videos, content, and imagery, they are able to effectively promote their brand through advertising via the streaming platforms and YouTube. Their use of sponsorship allows the brand to keep their highclass persona, whilst appealing to a different age and interest demographic bracket. They are also able to receive a two way response by the audience interacting live to the advertisement or commenting on the social content and YouTube videos. PUBLICITY/PUBLIC RELATIONS Companies rely on maintaining their positive brand image to their consumers in order to successfully build relationships. It’s not unusual for them to pay big money to a branding agency just to keep their public relations (PR) model aligned to their audience. Whether it be by
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