Introduction to Marketing Communications Lecture 1
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This document provides an introduction to communication tools and marketing communications concepts. It outlines learning objectives and methods, and introduces major theoretical communication concepts across three parts. These concepts include advertising purposes, communication theories like the linear model and diffusion of innovation theory, and characteristics of different types of adopters in the innovation adoption process.
Introduction to Marketing Communications Lecture 1
- 2. • To provide students with knowledge and understanding of communication tools • and to develop awareness and knowledge of the basic principles of marketing comms • and providing an introduction to major theoretical concepts 1 2 3
- 6. part 1
- 7. Part 2
- 8. Part 3
- 9. introduction to communication theories and concepts
- 10. advertising
- 11. • …to differentiate • …to remind (or reassure) • …to inform • …to persuade D R I P
- 12. • Linear, two-step and multi-step • Opinion leaders and formers • Diffusion of innovation 1 2 3
- 13. of communication sender message receiver encode decode feedback
- 14. of communication sender message receiver encode decode feedback
- 17. receiver sender
- 18. Receptive to new ideas, ‘early adopters’
- 20. Raise the profile of various social issues
- 22. Early majority 34% Late majority 34% Laggards 16% Early adopters 13½% Innovators 2½% Market % Time
- 24. Need to understand the characteristics of innovators and early adopters
- 25. diffusion of innovations… Limited trial possible?
- 26. Linear model