CIM Revision Cards Marketing Communications

Gill Wood

• Publisher: Routledge
• Year: 2012
• Print ISBN:
  9780750682954
• Edition: 2
• eBook ISBN:
  9781136418587
• Topic: Business
• Subtopic: Business General
• Index: Business

Designed specifically with revision in mind, the CIM Revision Cards provide concise, yet fundamental information to assist students in passing the CIM exams as easily as possible. A clear, carefully structured layout aids the learning process and ensures the key points are covered in a succinct and accessible manner. The compact, spiral bound format enables the cards to be carried around easily, the content therefore always being on hand, making them invaluable resources no matter where you are. Features such as diagrams and bulleted lists are used throughout to ensure the key points are displayed as clearly and concisely as possible. Each section begins with a list of learning outcomes and ends with hints and tips, thereby ensuring the content is broken down into manageable concepts and can be easily addressed and memorised

INTRODUCTION TO MARKETING COMMUNICATIONS

LEARNING OUTCOMES

Describing the communications process

Understanding how marketing communications work

Appreciating how information is processed

Explaining the purchase decision process

Syllabus Reference: 1.1–1.3, 1.5, 2.8

Definition of marketing communications

“ Marketing communication or promotion is one of the elements of the marketing mix and is responsible for putting the marketing offer to the target market. It is the planned and integrated communication activity that communicates with an organisation's stakeholders ” (Fill, C., 2002)

The communications process

Shannon and Weaver's simple model of communication (1958) shows the various stages of the communication process

Source: Fill and Yeshin: CIM Coursebook Integrated Marketing Communications (Elsevier Butterworth-Heinemann, 2001)

Opinion formers and leaders

The effectiveness of the process is also determined by:

The communication environment

The mood of the people involved in the process

Opinion formers and opinion leaders

Opinion formers tend to be ‘experts’ such as travel journalists and their messages are seen to be more believable than a travel advertisement

Opinion leaders tend to be from one's own peer group who may have an interest in a topic. Alternatively, they could be members of pressure groups or celebrities who are admired by particular target audiences

Word-of-mouth communications

Word-of-mouth communication is highly credible Persuasive communications must be:

Credible – if the source is seen to be objective

Attractive – if consumers can identify with the source

Powerful – if the source can reward or punish

Multi-step models

Multi-step models reflect life more accurately than simple models because they show how people talk to and influence each other

Source: Hughes and Fill: CIM Coursebook Marketing Communications (Elsevier Butterworth-Heinemann, 2004)

How marketing communications work

No one model can explain how marketing communications work. The AIDA model was an early attempt to explain how an advertising's target audience might pass through a number of steps, with attention being the first and most important one

Source: Kelley and Hyde: CIM Coursebook Marketing in Practice (Elsevier Butterworth-Heinemann, 2002)

The Heightened Appreciation model

The heightened appreciation model is another tool that helps determine advertising strategy. It suggests that, by using consumer research to identify a key attribute of a product and linking that to the brand, the consumer is able to associate with brand attributes

Prue's (1998) alphabetical model attempts to present advertising from a customer orientation perspective suggesting that it helps a customer appreciate the item. He explains that interest is then stimulated by brand recognition and that persuasive communication makes an impact so that eventually, perceptions of a bran...

Table of contents

• Front Cover
• Title Page
• Copyright
• TABLE OF CONTENTS
• PREFACE
• 1. INTRODUCTION TO MARKETING COMMUNICATIONS
• 2. MARKETING COMMUNICATION MIXES
• 3. THE MARKETING COMMUNICATIONS INDUSTRY
• 4. RELATIONSHIPS AND MARKETING COMMUNICATIONS
• 5. MARKETING CHANNELS
• 6. COMMUNICATION STRATEGIES AND PLANNING
• 7. MEDIA
• 8. EVALUATING COMMUNICATIONS’ EFFECTIVENESS