Communication in Marketing

Ideas
 Four Cs of Communication
• Communication should be simple enough for the target audience to understand. Messages should
Comprehension
be short and concise.

• Making a connection means that the message evokes some kind of reaction from the audience.
The message will have meaning and significance for the audience and will usually trigger emotions,
Connection such as excitement, anger, empathy, guilt, happiness, or sadness.

• The audience must believe who is saying the message (the brand or communicator’s voice) and
Credibility
what is being said. When this does not happen, the connection begins to break down.

• Contagious messages are energetic, new, different, memorable, and relevant. The message should
Contagiousness
evoke an emotional response, make an impact, and motivate the target audience to do something.
Checklist
1. Does the audience understand the main idea or point of the message?
2. What does the message instantly communicate to the audience?
3. Can the audience recall the message?
4. Does the message evoke an emotional response from the audience?
5. Does the audience think the message or messenger is believable?
6. Does the message motivate audience members to react in some way?
7. Would audience members be likely to spread the message to others?
What Is Effective Advertising?
1. It is created from the consumer’s perspective.
2. It finds a unique way to break through the clutter.
3. It never overpromises and under delivers.
4. It does not allow creativity to overwhelm the marketing strategy
5. It works in conjunction with the other elements in the marketing
strategy
Common advertising objectives
1. Build consumer awareness of a product or brand
2. Communicate product or brand benefits
3. Generate interest in a product or brand
4. Create, change, or reinforce consumers’ attitudes about a brand
5. Persuade consumers to switch brands
6. Attain brand loyalty
7. Increase sales