Showing posts with label ABCs of IMC. Show all posts
Showing posts with label ABCs of IMC. Show all posts
Sunday, 7 October 2012

Marketing Process

10:30 | Posted by Jasdeep | | Edit Post
In this section of the blog, how marketing strategy is important for promotion of a product and how the essential elements of marketing strategy are integrated with elements in the overall marketing program of an organization. We will also focus on different tools used for promotion of the products to the customers as well as the channel partners. Marketing strategy is also a critical ingredient in developing an integrated marketing communication plan.

The framework shown below states a step-by-step approach in developing marketing process and thus the plan for promotion which is an input for integrated communication strategy. 


The process of marketing begins with an in depth analysis of the market, opportunities available and identification of potential target market for the products of the firm.
An opportunity can be defined as an unsatisfied customer need and thus generating a favorable demand which can fetch company significant amount of money provided the company can compete effectively in the market for satisfying the unmet need.

Having analyzed the current market scenario and identified the opportunities available, these opportunities can be tapped using different strategies as explained by Ansoff’s matrix (which is shown in the image below).  A company can enter into a new market with a new product or an existing product or it can do the same for entering an existing market. 


Opportunity analysis is followed by a competitor analysis. Any marketer must carefully analyze the competition that his product can face in the marketplace from other products (product substitutes) or even other products from the same company/brand (Direct brand competition).  Such a scenario is always beneficial for the consumer since it offers the consumer more choices and thus increases his bargaining power.

One of the classic examples of direct brand competition was seen when Lay’s introduced Baked Lay’s low-fat chips, the product cannibalized sales of the regular Lay’s potato chip brand. 

Amidst the contemporary business environment which is characterized by very high competition and reducing loyalty among the consumers, it has become crucial for the companies to have a competitive advantage.  A competitive advantage is something the firm is best at and gets it an edge over other players in the market. Superior quality products (which may command a premium price), superior customer service, lowest
product prices (owing to lowest production 
costs and economies of scale), or dominant position in channels of distribution are some of the forms of competitive advantage of a firm. Companies, these days, are spending enough money to highlight their competitive advantage and thus differentiate their products/brands for those of the competitor’s. 

Southwest Airlines’ print ad emphasizing on their fares which were lowest in US aviation industry is an example of use of explicitly bringing out your competitive advantage through advertisements.

Also, it is very important for a company to anticipate and monitor the actions of a competitor. One has to be very proactive in tackling the attacks from its competitors otherwise you are bound to lose the customers to other players. Particularly, a market leader in a product category is often subjected to these kinds of competitive attacks from other players in the market and thus must defend its position by being proactive. Competitors might resort to different actions such as 

  •      Cutting prices 
  •      Increasing expenditure on sales and trade promotion
  •      Develop new products/brands
  •      Comparative advertising

Some of the marketing battles fought through competitive advertising lately are: rivalry between Samsung (Galaxy SIII) and Apple (iPhone 5), P&G (Tide) and HUL (Rin), etc. Besides, the war between Coke and Pepsi through comparative advertisements has been entertaining the customers for a quite a long time now.

                                       
                             “The next big thing is already here” campaign by Samsung


                                            Rin vs Tide: Comparative Ad
The next step in developing the marketing plan is to select one or more target market. The firm focuses all its marketing efforts, and goals and objectives on the chosen target market. (The goals and objectives of marketing plan are set in terms of key performance indicators such as sales, profitability and market share).

Marketers rarely go after the entire market with one product, brand, or service offering because it is hardly to meet the needs of all the customers with one standardized product. Rather, a number of different strategies are made, the market is split into segments and one or more of these segments are targeted.

The process is known as target marketing and it involves the following steps:
  •  Identifying markets with unfulfilled needs
  •  Segmenting the market
  • Targeting specific segments
  •  Positioning

According to Eric N. Berkowitz, Roger A Kerin, and William Rudelius, market segmentation is “dividing up a market into distinct groups that (1) have common needs and (2) will respond similarly to a marketing action”.
Segmentation of the market can be achieved on different bases. A company may use one of these bases or a combination of approaches. Some of the bases for segmentation are as follows:
  • Geographic Segmentation
  • Demographic Segmentation (on the basis of age, sex, family size, education, income, and social class)
  • Psychographic Segmentation (on the basis of personality and/or lifestyles)
  • Behavioristic Segmentation (on the basis of usage, loyalties, or buying responses to a product)
  • Benefit Segmentation (based on specific benefits of the products
The next phase in the target marketing process involves two steps:
  • Determining how many segments to enter
  • Determining which segments offer the most potential.

The second involves determining the most attractive segment. The firm should evaluate the segment for its sales potential, the competition, the opportunities for grow, and its own ability to compete.

The next step in developing the integrated marketing plan is positioning.

Positioning is the process by which companies/marketers try to build an identity/image for its product, brand or organization in the minds of their potential target customers. According to Belch, positioning can be defined as “the art and science of fitting the product or service to one or more segments of the broad market in such a way as to set it meaningfully apart from competition.”
For example, Coca Cola with its “It’s the real thing” campaign tried to build an image of the only real soft drink with an implicit indication that all the other brands were only imitation. It was one of the most effective promotional campaigns ever.
Print Ad: Coca Cola - The Real Thing 
In order to create a position for a product or service, Al Ries and  Jack Trout suggested that managers must ask themselves six basic questions: 
  • What position, if any, do we already have in the prospect’s mind? (This information must come from the marketplace (customer’s perceptions), not the managers’ perceptions)
  • What position do we want to own?
  • What companies must be outgunned if we are to establish that position?
  • Do we have enough marketing money to occupy and hold the position?
  • Do we have the guts to stick with one consistent positioning strategy?
  • Does our creative approach match our positioning strategy?
  • Positioning strategies might be based on product attributes and benefits, price, quality, use or application, product class, product user, competitor, cultural symbols, etc.
Example: Positioning by Product attributes and benefits





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Understanding IMC

10:18 | Posted by Janaki Kanigalpula | | Edit Post

Understanding Why we do What we do in IMC
Sometimes, companies miss out a very basic part of a business – Setting objectives. Without a proper direction, no task can be performed successfully, forget about running a company. It is specifically true for advertising and promotional functions as these cannot their function without knowing their objectives. Let us look at some of the important objectives of advertising and promotion: 
  • Communication – Ads are mainly designed to communicate product features or a message about the brand. While designing advertisements or defining the activities of the department, this particular objective should be kept in mind 
  • Planning and Decision making – This also assists in the process of decision making as the planning will be done on the basis of alignment of the firm’s objectives and advertising objectives     
  • Measurement and Evaluation of benefits – The objectives are measurable and hence, provide benchmark for measuring the actual performance against the desired levels
The objectives of IMC are decided on the basis of a complete analysis of promotion and advertising objectives. The marketing objectives are determined as per the situation analysis and the promotion objectives are determined as per the marketing plan.

DAGMAR – An approach for setting specific and measurable objectives

Rusell Colley developed a model in 1961 that helps in setting advertising objectives and measuring the results. DAGMAR model suggests that the ultimate objective of advertising must carry a consumer through four levels of understanding:   
  1. Awareness - the consumer must first be aware of the brand or company. The awareness is created, developed, refined or sustained, as the characteristics of the market      
  2. Comprehension - the customer must be able to comprehend as to what the product is all about. This can be done by providing information about key brand attributes differentiating it from its competitors
  3. Conviction - the customer must be mentally prepares to buy the product. To do this, target customer’s notions about the product can be moulded with the help of messages to demonstrate the product’s superiority or doing more publicity     
  4. Action - finally, the customer actually buys the product. Communication must finally encourage buyers to engage in the purchase activity

 The model also focuses on setting up good objectives, which have the following characteristics: 
  • Concrete and measurable - the communications objective should tell what is the core message that the advertiser wants to communicate to the target audience 
  • Target audience - a key tenet to this model is that the target audience should be well defined. For example –if the goal was to increase awareness, it is essential to know who all should know about the product or brand 
  • Benchmark and degree of change sought - A benchmark should be set which measure as to where is the target audience currently i.e. at the beginning of the campaign as against various communication response variables such as awareness, attitudes, knowledge, image, etc. 
  • Specified time period - With a specific time period, a survey is likely to generate a set of measures that can be properly planned and anticipated
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Message Structures

10:17 | Posted by Unknown | | Edit Post

Communicate your messages effectively

As a marketer, you must realize that your message reaches the target customers and it should be able to overcome any type or pre-conceived notions that they may already have. While there may not be a sure shot way of communicating the message in the effective manner, you should keep some important points in mind:

Order of presentation – You have the option of placing your message at the beginning, middle and end of the advertisement. It depends on the marketers’ discretion as to where he/ she would like to place the message but it is recommended that it should not be placed in the middle of the ad

For example, the ad below is about the product ‘Kitkat’ and the product is shown at the beginning and the message ‘Kitkat Break Banta hai’ is communicated at the end of the ad.

Conclusion Drawing – Marketing people should think about whether they should look mention the message clearly to the people or let them think themselves. This also depends on the level of complexity of topics as well

This ad of 'The Hindu' shows that there is no clear message and it is left to the audience to think about what the is saying:



Message Sidedness – You should also know whether to show only one side i.e. good side of the product or to show both the positive and negative aspects and leave it to the target market to take the message the way they wish to.

The one sided ad showing only the good side of Mac:


Refutation - Refutational messages may be useful when marketers wish to build attitudes that resist change and must defend against attacks or criticism of their products or the company

Verbal versus Visual messages – An image is equivalent to a thousand words. But if you feel that the message will not be communicated properly on its own, then verbal communication can be made.

This Vodafone ad shows the visual message for marketing:

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IMC Introduction

08:04 | Posted by hemant | | Edit Post
Growing need and importance of advertising for companies: The world is changing, the environment around the consumer is changing so does the consumer is changing and this change is what forces marketers to change its communication tool to elicit the desired response from consumer. The marketers are more focused on choosing multi-channel marketing and promotion to target customer. The U.S. Army and thousands of other companies and organizations recognize that the way they must communicate with consumers and promote their products and services is changing rapidly .The fragmentation of mass markets, the explosion of new technologies that are giving consumers greater control over the communications process, the rapid growth of the Internet and electronic commerce, the emergence of global markets, and economic uncertainties are all changing the way companies approach marketing as well as advertising and promotion. Developing marketing communications programs that are responsive to these changes is critical to the success of every organization. However, advertising and other forms of promotion will continue to play an important role in the integrated marketing programs of most companies. 

Definition of marketing (AMA): The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.
There is a greater focus on the exchange that occurs between two parties with something valuable to exchange. Advertising and promotion play an important role in the exchange process by informing consumers of an organization’s product or service and convincing them of its ability to satisfy their needs or wants. Marketers seeks more than one time exchange with the customer and that is why they adopt relationship marketing where Marketers want a long term sustainable relationship with the customer as well as with other stakeholder for mutual benefits. Customer are increasingly becoming more demanding they want a customized product ,with ease of purchase and after purchase services. 
Marketers are focused on Life time value of the customer because they have recognized that it is cost effective to maintain old customer than acquiring new customer Marketing Mix: Marketing facilitates the exchange process and the long term relationship by carefully examine the needs and want of the customer, developing the product to satisfy those needs and want ,offering at a certain price , making it available at place and developing a program of promotion or communication to create awareness and interest.These four Ps—Product, Price, Place (distribution), and Promotion—are elements of the marketing mix. The basic task of marketing is combining these four elements into a marketing program to facilitate the potential for exchange with consumers in the marketplace. 
Integrated Marketing Communications: Evolution of IMC:

• Integrated marketing communications (IMC) 
• new advertising 
• orchestration 
• seamless communication 
• all sources of brands or company contact

Reasons for the Growing Importance of IMC: 

  • A shifting of marketing dollars from media advertising to other forms of promotion, particularly consumer and trade-oriented sales promotions. 
  • A movement away from relaying on advertising-focused approaches, which emphasize mass media such as network television and national magazines, to solve communication problems.
  • A shift in marketplace power from manufacturers to retailers
  • The rapid growth and development of database marketing
  • Demands for greater accountability from advertising agencies and changes in the way agencies are compensated.
  • The rapid growth of the Internet, which is changing the very nature of how companies do business and the ways they communicate and interact with consumers. 

The Role of IMC in Branding 

One of the major reasons for the growing importance of integrated marketing communications over the past decade is that it plays a major role in the process of developing and sustaining brand identity and equity. As branding expert Kevin Keller notes, Building and properly managing brand equity has become a priority for companies of all sizes, in all types of industries, in all types of markets.´ With more and more products and services competing for consideration by customers who have less and less time to make choices, well-known brands have a major competitive advantage in today’s marketplace. Building and maintaining brand identity and equity require the creation of well-known brands that have favorable, strong, and unique associations in the mind of the consumer.
Brand identity is a combination of many factors, including the:
• Name 
• Logo 
• Symbols 
• Design 
• Packaging 
• Performance of a product or service 
• Image or type of associations that comes to mind when consumers think about a brand 
It encompasses the entire spectrum of consumer’s awareness, knowledge, and image of the brand as well as the company behind it. It is the sum of all points of encounters or contact that consumer shave with the brand, and it extends beyond the experience or outcome of using it. These contacts can also result from various forms of integrated marketing communications activities used by a company, including mass-media advertising, sales promotion offers, sponsorship activities at sporting or entertainment events, websites on the Internet, and direct-mail pieces such as letters, brochures, catalogs, or videos. Consumers can also have contact with or receive information about a brand in stores at the point of sale; through articles or stories they see, hear, or read in the media; or through interactions with a company representative, such as a salesperson. Marketers recognize that in the modern world of marketing there are many different opportunities and methods for contacting current and prospective customers to provide them with information about a company and/or brands. The challenge is to understand how to use the various IMC tools to make such contacts and deliver the branding message effectively and efficiently. 
A successful IMC program requires that marketers find the right combination of communication tools and techniques, define their role and the extent to which they can or should be used, and coordinate their use. To accomplish this, the persons responsible for the company’s communication efforts must have an understanding of the IMC tools that are available and the ways they can be used.

The Promotional Mix: The Tools for IMC Advertising: 

Advertising is a message designed to promote a product, a service, or an idea. The purpose of advertising is to sell products or services. Advertising reaches people through various forms of mass communication. These media include newspapers, magazines, television, radio, the Internet, direct mail, outdoor signs, transit signs, window displays, point-of-purchase displays, telephone directories, novelties. Advertising is designed to inform, influence, or persuade people. To be effective, an advertisement must first Attract attention and gain a person’s Interest. It may then build Desire for a product and provide a method for them to take Action. Advertisers research the unique features of the product to determine the USP (unique selling proposition) and the big idea—the simple message that will be used to communicate the USP to the target audience. 

Direct marketing:

Direct marketing is the use of consumer-direct channels to reach and deliver goods and services to customers without using market middlemen. It is a One-on-one communication in which offers are tailored to the needs of narrowly defined segments. It seeks a direct, immediate, and measurable consumer response. There are various advantages of Direct Marketing like it is a Powerful tool for building customer long-term customer relationships, it enables “true micromarketing” efforts, it can can reach prospects at just the right moment and it can Provides access to buyers unreachable through other channels. Interactive marketing: Interactive marketing is a one to one marketing process that reacts and changes based on the actions of individual customers and prospects. This ability to react to the actions of customers and prospects means that trigger based marketing is dramatically more effective than normal direct marketing. Interactive marketing is typically 2-12 times more effective than traditional direct marketing. 

Sales Promotion:

Whereas advertising gives a reason to buy, SP gives an incentive to buy’. It is at the last point where the consumer is often at the point of buying, the additional incentive makes a last ditch effort to convert the customer on to the incentivize brand. It is of two types Trade and Consumer. Trade promotion helps in liquidating heavy inventories and persuades retailers to carry stock, carry more than usual stock. Consumer promotion stimulates purchase, Induces trials, create new users, increase repurchase from occasional customers and Reward loyal customers.

Publicity/ public relations: 

A public relations is defined as “the management function which evaluates public attitudes, identifies the policies and procedures of an individual or organization with the public interest, and executes a program of action to earn public understanding and acceptance.” Public relations generally have a broader objective than publicity, as its purpose is to establish and maintain a positive image of the company among its various public  Public relations uses publicity and a variety of other tools—including special publications, participation in community activities, fund-raising, sponsorship of special events, and various public affairs activities—to enhance an organization’s image. Organizations also use advertising as a public relations tool.

Personal selling: 

Personal selling refers to personal communication with a an audience through paid personnel of an organization or its agents in such a way that the audience perceives the communicator’s organization as being the source of the message. Personal selling helps employing firm to generate revenue and market research and customer feedback about the product and services.
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Promotional Mix

07:01 | Posted by Shanu | | Edit Post


Analysis of Coca Cola 


Company Introduction

Coca-Cola was invented in May 1886 by Dr. John S. Pemberton in Atlanta, Georgia. The name "Coca-Cola" was suggested by Dr. Pembertons bookkeeper, Frank Robinson.Coca-Cola currently offers more than 500 brands in over 200 countries and serves over 1.6 billion servings each day.The company operates a franchised distribution system dating from 1889 where The Coca-Cola Company only produces syrup concentrate which is then sold to various bottlers throughout the world who hold an exclusive territory. Coca-cola was asked by the Indian government to leave the country along with I.B.M in 1977 due to investment violations. It re-entered India in 1993. Since then its operations have grown rapidly through a model that supports bottling operations, both company owned as well as locally owned and includes over 7,000 Indian distributors and more than 1.3 million retailer. The Brands under Coca Cola are:


Promotional mix
Earlier the concept of having the right product at the right time in the right place right place was important to ensure the success of the product in the market. But in today's global competitive environment it still may not be enough to achieve the success.One needs to ensure effective communication with the target market, product and business in order to attain a prestigious position in the market. Promotion of a product is done to persuade customers to try a new product or an older product.
The diagram below gives a list of IMC tools that a company uses to promote its brand. Further analysis will be done on the below mentioned framework.

Advertising

Coca-Cola uses the concept of aggressive advertising to promote its products. It acts as a very important tool to cater to mass-markets. Coca cola mainly does national advertising. They introduce different themes and concepts to sell their product and advertises mainly in electronic media and out of home advertising. These advertisements build brand image and create awareness. They use big names of Indian film industry as the brand ambassadors of the Company. they have created memorable and catchy slogan since years. For E.g. Thanda Matlab Cola-Cola, Jo chaho ho jae Cola-Cola enjoy, Coca-Cola-Piyo sir utha ke, Brrrrrrr!!! 
The mediums of advertising used by coca cola are :

 Print Media:
Coca cola is said to have a different print media department. Some of the new as well as old print ads are below.




















Coca Cola advertisements all over the world are creative so at to appeal to the mass media.

Point of sale Materials: This includes Posters and stickers displayed in different areas. Also includes points like : Vizi coolers, freezers, Display Racks.The images  below shows how they use the point of sales in order to advertise their product.



TV Commercials: Coca Cola does regular Tv Commercials on different channels. it focuses on both rural as well as urban crowd. They feature diffrent brand ambassdors from time to time by the help of Tv commercials. They try to connect with the crowd by the help of their TV Commercials.

Some examples are :





Outdoor Advertising

Coca cola is very much conscious about their billboards and hoardings. They have so many sites in different locations for their billboards. Billboards are usually found at cross roads, buildings, shops.Also in India the Coca-cola can be seen painted on walls, bus stands, dhabas etc focusing in rural areas of India. 


Direct Marketing

Coca-Cola uses direct marketing in many ways. It partners with various restaurants, movie theaters, etc. to carry its product. Bu going through this path, when a customer orders a drink, the only brand they are offered is Coca-Cola, which forces them to consume that brand itself. By doing this, Coke forces out the competitors, and keeps the restaurants, or other businesses, purchasing their product over and over again. Eg. Mc Donalds, Dominos. According to mobilemarketingmagazine.com, Coke uses mobile graphics and texts to appeal to markets on a more personal level.Coca Cola also sponsors various sporting events in India and around the world in events like Cricket, Football, and Motor Racing etc. Currently it is sponsoring the London games.



Internet Marketing

Coca-Cola uses the internet to promote its products. The company has its own website, which is quite simple to navigate through. The website allows customers to become interactive through various games, contests, shopping, and through a special section of the website that enables consumers to find out how they can help their community.Also in the modern era of communication and networking, the company uses various social networking sites like Facebook, YouTube, Twitter to connect with the consumers.The internet marketing thus helps to reach to those consumers who cant afford to spend time on T.V and are always online.


Sales Promotion

 A sales promotion is an activity that is implemented to boost the sales of a product or service temporarily. Coca-Cola does sales promotion in two ways to quickly increase sales.
1. Consumer - Oriented sales promotion:
Getting Shelves
Eye Catching Position
Under The Crown Scheme
2. Trade - Oriented sales promotion:
Discounts to retailers and stores
Return back allowances
Merchandising assets
Free goods or free tours 

 Public Relations

 Publicity refers to non personal communications regarding an organization, product, service or idea not directly paid or run under identified sponsorship.Today, the company can still use word of mouth advantage. For instance, when Coke produces a new product, and someone on their lunch break purchases that new product, and enjoys it, they will tell others in the office about how great the new product is. This will cause others to purchase the product, and in-turn increase sales.Public relations is defined as “the management function which evaluates public attitudes, identifies the policies and procedures of an individual and organization with public interest, and executes a program of action to earn public understanding and acceptance”.Coca-Cola can address law suits, rumors, stories, new products, and activities. There is also a section of the website devoted to investors. Here, current, or future, investors can access financial statements and up-to-the- minute stock information. The Coca-Cola India is also undertaking some projects as a part of their social cause and part of the corporate social responsibility.The support my school campaign along with NDTV has Sachin Tendulkar as the brand ambassador.The project Unnati focuses on more yield of mangoes to farmers.Coca Cola also Sponsors events in cricket and music. 
Personal Selling

Coca-Cola has many salespeople, who are individuals representing the company to communicate, sell, service, and build relationships with customers.These salespeople promote their product to different customers within their regions, and once they sustain a customer, they sell their products to them and service them many times per week.These individuals form close relationships with the customers in order to continue business with them.Thus though minimum, the company also thus have many sales people for personal selling. 

 Conclusion

From our study we can conclude that:For any company to reach the peak in today’s competitive era, has to use each and every component of the promotional mix.By understanding Coca-Cola we can say it the company is using its promotional mix in an effective and efficient manner.That is the reason why Coca-Cola is the market leader and one of the most valuable brands in the whole world.Apart from being the most valuable brand, it also gives importance to CSR activities.
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Message Source

05:15 | Posted by Shanu | | Edit Post
Source means the person involved in communicating a marketing message, either directly or indirectly. There are two types of sources - direct source & indirect source. Organisations evaluate carefully before choosing the type of source. They want their message to be delivered very clearly. The characteristics of the source affect the sales and advertising message.  Hence, it is very important to choose the right source.

Herbert Kelman developed three basic categories of source : credibility, attractiveness and power. Each influences the recipient’s attitude or behavior through a different process. A detailed analysis of the attributes is done below.


Fig 1.1 Source Attributes and receiver processing modes

Source Credibility

Credibility is the extent to which the recipient sees the source as having relevant knowledge, skill, or experience and trusts the source to give unbiased, objective information. 
Fig 1.2 Dimensions of Source Credibility
One reliable effect in communication research is that expert and/or trustworthy sources are more persuasive than sources who are less expert or trustworthy.A highly credible communicator is particularly important when message recipients have a negative position toward the product, service, company, or issue being promoted, because the credible source is likely to inhibit counterarguments. Marketers tends to use sources with a high credibility.The importance of using expert sources was shown in a study by Roobina Ohanian, who found that the perceived expertise of celebrity endorsers was more important in explaining purchase intentions than their attractiveness or trustworthiness. She suggests that celebrity spokespeople are most effective when they are knowledgeable, experienced, and qualified to talk about the product they are endorsing. One such example is shown below.



While expertise is important, the target audience must also find the source believable.

Finding Celebrities with a trustworthy image is difficult. Advertisers use various techniques to increase the perception that the sources are trustworthy. Another way of enhancing source credibility is to use the company president or chief executive officer as a spokesperson in the firm’s advertising. Many companies believe the use of their president or CEO is the ultimate expression of the company’s commitment to quality and customer service. In some cases, these ads have not only increased sales but also helped turn the company leaders into celebrities.

Several studies have shown that a high-credibility source is not always an asset, nor is a
low-credibility source always a liability. A very credible source is more effective when message recipients are not in favor of the position advocated in the message. However, a very credible source is less important when the audience has a neutral position, and such a source may even be less effective than a moderately credible source when the receiver’s initial attitude is favorable. hence, it depends on the company's discretion to choose the source depending on it's credibility.

Source Attractiveness

Source attractiveness another attribute which needs to be taken care before choosing a source.This encompasses similarity, familiarity, and likability. Similarity is a supposed resemblance between the source and the receiver of the message, while familiarity refers to knowledge of the source through exposure. Likability is an affection for the source as a result of physical appearance, behavior, or other personal traits. Source attractiveness leads to persuasion through a process of identification, whereby the receiver is motivated to seek some type of relationship with the source and thus adopts similar beliefs, attitudes, preferences, or behavior. Marketers recognize that receivers of persuasive communications are more likely to attend to and identify with people they find likable or similar to themselves. Similarity and likability are the two source characteristics marketers seek when choosing a communicator.

Source Power

A source has power when he or she can actually administer rewards and punishments to the receiver. As a result of this power, the source may be able to induce another person(s) to respond to the request or position he or she is advocating. The power of the source depends on several factors. The source must be perceived as being able to administer positive or negative sanctions to the receiver (perceived control) and the receiver must think the source cares about whether or not the receiver conforms (perceived concern). The receiver’s estimate of the source’s ability to observe conformity is also important (perceived scrutiny).determine whether compliance actually occurs. An indirect way of using power is by using an individual with an authoritative personality as a spokesperson.
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Communication

03:26 | Posted by Shanu | | Edit Post

In order to communicate the appropriate message to the consumer it is important to have the correct communication system that can complement the product and communicate the apt message to the consumers. In order to design the system completely it is important to understand the intricacies of the system. The figure below shows the different attributes of a communication system.

Fig 1. Attributes of a communication system 

The sources used by the system tends to influence reactions to promotional messages.  The effectiveness of communicators also differ from one another to a large extent. Hence, it is important to choose the right source for spreading the messages.
The message structure also plays an important role in determining the appeal it makes to the consumers and its effectiveness Thereby  it is important to understand the message structure before framing one for the product.
The Channel used also has an impact on the effectiveness of the message. therefore in order to communicate the message properly, choosing the appropriate channel is mandatory.

From the above explanations its clear that all the attributes of the communication system needs to be examined closely in order to frame a perfect system.In further Blogs each attributes will be closely examined.


 Happy Reading !!
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