the use of mass media such as free-to-air television, radio, newspaper and magazines, as well as other media, such as cinema and outdoors’.b)Advertising ‘isany paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor’.c)Targeted communication ‘is the method of how marketing organisations tailor their messages to suit various market segments’(examples include pay TV (satellite, cable, microwave), home shopping, public relations, door-to-door, catalogues) d)In-store communication ‘is the use of media, tools and technology at store level’ (examplesinclude retail counter selling; merchandising, location TV, radio, aisle displays) e)One-to-one communication ‘is the use of integrated database marketing to trackan TUTORIAL OVERVIEW Product & Service Characteristics Summary Discussion Questions T8
individual customer’s buying pattern’ (includes all examples of database marketing such as direct mail, telemarketing and telesales). Sales promotion ‘is the short-term incentives to encourage purchase of a product or service’.Steps in developing integrated marketing communication There are nine elements in the process of communication: 1.Sender –party sending the message to another party, 2.Encoding –the process of putting through into symbolic form, 3.Message –the set of symbols that the sender transmits, 4.Media –the communication channels through which the message moves from sender to receiver 5.Decoding –the process by which the receiver assigns meaning to the symbols encoded by the sender, 6.Receiver –the party receiving the message sent by another party, 7.Response –the reactions of the receiver after being exposed to the message, 8.Feedback –the part of the receiver’s response communicated back to the sender, 9.Noise –the unplanned static or distortion during the communication process that results in the receiver getting a different message from the one the sender sent. Identifying the target audience A marketing communicator starts with an identifiable target audience. Audience types include: potential or current buyers, individuals, groups, special publics or general publics. NOW IN YOUR TEAMS APPLY THIS TO YOUR ASSIGNED PRODUCT and ensure you write notes and keep a record as this is valuable for your plan. Recall your target audience and think about the message, what is it and how the customer would like to receive it?