Task 6: Communication Plan

The problem  :

How to plan and measure marketing communication effectively?

Learning Objectives :

• What kind of different Market Communication Models exist?
• When and Why to choose each Model? How it can impact different company sices?
• How to measure marketing communications outcome?

What kind of different Market Communication Models exist?

Each company is different so it exist lot of market communication models because they adapt to the strengths weaknesses and goals of the company.

The basic communication model of nowadays :

Shannon and Weaver model : in 1949 This common conception of communication views communication as a means of sending and receiving information. The strengths of this model are simplicity, generality, and quantifiability. Social scientists Claude Shannon and Warren Weaver structured this model based on the following elements:

• An information source, which produces a message.
• A transmitter, which encodes the message into signals.
• A channel, to which signals are adapted for transmission.
• A receiver, which ‘decodes’ (reconstructs) the message from the signal.
• A destination, where the message arrives.

David Berlo : In 1960,He expanded on Shannon and Weaver’s (1949) linear model of communication and created the SMCR Model of Communication. The Sender-Message-Channel-Receiver Model of communication separated the model into clear parts and has been expanded upon by other scholars.

Source : http://www.iacact.com/?q=models

The Foote and Cone & Belding model ( FCB Grid) : The aim is to improve the way the brand is positioned in the consumer’s mind and give a better return on advertising dollars by :

• Decide on the degree of involvement
• Decide on the degree of thinking experienced by the consumer prior to purchasing
• Place the brand on the grid
• Plot the competitors
• Is current strategy right or need improving ?
• Player with the best position wins

The Elaboration Likelihood Model ( ELM) :

• Adresses the differences in the way consumers process and respond to persuasive messages.
• High and Low elaboration when it comes to information processing.

Nowadays the marketing can be separate in two big type, classical and alternative  can use lot of different ways of communication :

As well communication is the result of the reflection about the most important aspect of the  company marketing between :

 

When and Why to choose each Model? How it can impact different company sices?