Analyzing the process of Communication Concept for developing a Perfect-prone Marketing Promotion Mix

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1 Analyzing the process of Communication Concept for developing a Perfect-prone Marketing Promotion Mix Wu, Jen-Chieh (Jesse) 巫仁杰 Assistant Professor, Department of Applied Foreign Languages, Taoyuan Innovation Institute of Technology jcwu7718@tiit.edu.tw Lin, Cheng-Wen 林正穩 Assistant Professor, Department of Marketing Distribution Management, Oriental Institute of Technology fn011@mail.oit.edu.tw Abstract The process of communication reflects a marketing promotion mix to connect with the concept of management of relationships for enhancing a brand value by creating more integrated promotional functions into the application of mass-customization effectively. In fact, the specific role of marketing is to provide assistance in identifying, satisfying, and retaining customers. Among numerous strategies adopted by marketing personnel, a lingua franca of par excellence for communication would accelerate the process of marketing for products. Among numerous languages, English plays a pivotal role, which has achieved a critical mass in terms of being the most vital business language and an essential means of communication around the globe. For categorizing a role of marketing communication, it would allow marketers to transcend the physical nature of their products or the technical specifications of their services to instill products and services with additional brand meanings in order to contribute to greater brand enthusiasm and sustained consumer loyalty (Keller, 2001). Overall, we have outlined communication in definitions, functions, activities, and roles, which should be concerning with basic marketing strategy to analyze several original communicational notions or development as possible thinking. Key Words: Marketing, Channels of Communication Introduction After a variety of mass media were emerging, people have extensively been using a marketing promotion mix (e.g., advertising, sales promotion, public relation, personal selling, direct marketing), which send or deliver various information to consumers to stimulate the willingness of customers to purchase goods. However, most enterprises did not effectively apply promotion strategies to their goods because most enterprises do not realize how to apply the effectiveness of advertisement to disseminate their messages of goods to the potential consumers. Therefore, lacking the ineffective marketing communication strategy may usually cause a company to waste valuable time and also increase the cost of operation. At the same time, a lingua franca of par excellence for communication would accelerate the marketing for products. Among numerous languages, English

2 plays a pivotal role which has achieved a critical mass in terms of being the most vital business language and an essential means of communication around the globe. Thus, exploring various types of communicational concepts for improving their problems in consuming market has become more imperative. Concept of Communication in Marketing The concept of communication model focus information flows through channels of communication, or media (Schramm, 1973), a two-way communications model, which emphasizes that an enterprise delivers messages and receives feedbacks from the targeted buyers. Thus, communication has a variety of definitions e.g., the passing of information, the exchange of ideas, or the process of establishing a commonness or oneness of thought between a sender and a receiver (Belch & Belch, 2001). Thus, the generic communications process with all these factors can be exhibited in the model below. Figure 1 Generic communications process (Kotler, P. 1997) Overall, the subject in the definition of communication would be that the study of who says what to whom in what settings, by which channels and with what purposes are and what effects are. It deals with messages themselves to influence human behaviors, the media to disseminate such messages, and the markets to respond to such messages (Crane, 1965). Epitomizing the essence of communication depends on eliminating relevant resistance to the process of communication. In other words, a communicator (resource, company) must be sufficiently flexible to various messages and channels based on the feedback received from the targeted group as reflected in sales, and responses to attitude surveys or consumer complaints (Coulson-Thomas 1986). A General Communication Model The intended promotional message (sender) inspires the communicator or source, which adopts encoding symbols (advertising) and communication medium (mass media, sales promotion, personal selling, public relation, etc.) and goes through potential noise and delivers messages in reception (decoding and interpretation) to consumers or target customers who feedback a little or a lot of responses to the sender (Dommermuth, 1984). Besides, perceived promotional message should be concerned outside factors (ex.., Lifestyle goals and underlying forces, competitive promotional strategies, past consumer purchase decisions, and composition rules ), and inside factors (e.g., Existing brand criteria ratings, evaluative criteria, brand preference levels, and purchase intentions ), which both of them may influence the buying decision of consumers effectively (Dommermuth, 1984). The model has emphasized two main points that the target audience is a part of the communication process (the audience actually play a role in shaping the total communication). Additionally, the communication process is divided

3 Figure 3 Promotion: Analysis, Creativity, and Strategy, Dommermuth W.P.(1984) P.262 into separate activities, which makes it easier for you (company) to consider the variety of alternative communication tools (Dommermuth, 1984). Consequently, communication model may identify communicational relationship or development (process) between sender and receiver in order to deliver and receive their information (message) through a marketing channel, which benefit and satisfy each other. of time into five stages (see Figure 2): 1. Knowledge awareness of innovation; 2. Persuasion forming a penchant (supportive or oppositive) viewpoint over the innovation; 3. Decision leading a choice to be adopted or rejected; 4. Implementation putting an innovation into practice; 5. Confirmation reinforcing of an innovation-decision already made, or reversing an earlier choice to accept or discard the innovation. (p. 162) Figure 2.3. Communication Channels Figure 2 Communication Channels The process of innovation-decision emphasizes that a series of commitments and selections over a span of time through which an individual or social unit contemplates a new concepts or idea and decides whether or not integrate the innovation into ongoing practice (Rogers, 1995). Communication channel also play a critical role in eliminating relevant resistance to issues of innovations and reducing the uncertainty (Fidler & Johnson, 1984). The Channels of Communication with the Examples In fact developing a perfect-prone marketing promotion mix can be regarded as the process of innovation-decision. As Rogers (1995) divided the process of diffusion over innovation-decision from the perspective Focusing on the channels of communication, the channel, through which a message is communicated by the firm, contains several characteristics, which affect different levels of response sequence, which classify all channels as being either personal or impersonal (Howard & Sheth, 1969). At first,

4 personal communication channels involve two or more person communicating directly with each other like face-to-face or person-to-audience, over the telephone, or through ; the channels (personal communication) derive their effectiveness through the opportunities for individualizing the presentation and feedback (Kotler, 2000). Thus, personal communication channels would be the salesman with a vested interest in an outcome which is the objective consultant (Coulson-Thomas, 1986). The social channels of communication such as friends, neighbors, associates, co-workers, or family members (Belch & Belch 2001) to talk and contact to target customers or buyers as often represent the word-of-mouth communication with a powerful source of information (Belch & Belch, 2001). On the other hand, we refer to Kotler s (2000) non-personal channels of communication (impersonal) indicating media (e.g., Print media: newspapers, magazines, direct mail; Broadcast media: radio, TV; Electronic media: audiotape, videotape, videodisk, CD-ROM, Web page; Display media: billboards, signs, posters), atmospheres (package environments: create or reinforce the buyer s leanings toward product purchase), and events (occurrences designed to communicate particular messages to target audiences), which may carry a message without interpersonal contact between sender and receiver (Belch & Belch, 2001). Especially, the channels are generally referred to the mass media or mass communications which emphasize the message is sent to many individuals at a time and designed to appeal to a large number of persons (Belch & Belch, 2001). However, after comparing the basic difference between channels, there is a striking distinction that personal communication channels are often more effective than mass communication or mass media (non-personal channels) to be the major means of stimulating personal communication (Kotler, 2000). Additionally, from the standpoint of persuasion, a sales message in personal communication channels normally is far more flexible, personal, and powerful than an advertisement/ non-personal channel (Belch & Belch, 2001). That s generally more difficulty to attract attention from customers and to obtain feedback from target customers or groups through an advertisement/non-personal channel (Coulson-Thomas, 1986). Equally, we refer to Figure 3 (attributes of the channel factor and their effect on response sequence: Howard & Sheth, 1969), which may basically conclude personal and non-personal communication channels for understanding both the application of channel concepts as effective. In figure 3, mass media (e.g., layout, illustrations, color, typographies, audio facilitation, context, and so on) represent s non-personal approach to be one-way communication (only stimulate consumers), but personal approaches (e.g., commercial, social, and so on) are to be two-way communication (stimuli & response). As a result, both of channels also are able to create their effects (e.g., attention, attitude, and intention, etc.) from the response (e.g., attention, brand comprehension, attitude, intention, and purchase) of consumers. Thus, we can realize that both of channels would have some different advantages as well as disadvantages in the concept of marketing communication. Thus, we may apply in combination of personal and non-personal communicational systems to invent marketing effects in order to catch a lot of various responses from consumers needs directly or indirectly.

5 Conclusion Thus, analyzing the process of communication concept is to integrate the notions of communication from the various works of scholars, which emphasize various links amid the process of communication and then develop or extend a perfect-prone model of marketing communication. 10 Rogers, E. M. (1995). Diffusion of innovations (4th ed.). New York: The Free Press. 11 Shields, H. M. (1999). Marketing archaeological resource protection. Retrieved March 21, 2012, from tml/4j-shields.htm References 1 Belch, G. E. and Belch, M. A. (2001). Advertising and Promotion: An Integrated Marketing Communications Perspective, New York: McGraw-Hill. 2 Coulson-Thomas, C. J. (1986). Marketing Communications, London: Heinemann 3 Crane, E. (1965). Marketing Communication, New York: John Wiley & Sons Inc. 4 Dommermuth, W. P. (1989). Promotion: Analysis, Creativity and Strategy, 2ed edition. Boston, Mass. PWS-Kent Publishing Company. 5 Fidler, L. A. & Johnson, J. D. (1984). Communication and innovation implementation. Academy of Management Review, 9(4), Howard, J. A. and Sheth, J. N. (1969). The Theory of Buyer Behavior. New York: John Wiley & Sons Inc. 7 Keller, K. L. (2001). Mastering the Marketing Communications Mix: Micro and Macro Perspectives on Integrated Marketing Communication Programs. Journal of Marketing Management, Vol. 17, pp Kotler, P. (2000). Marketing Management. New Jersey: Prentice-Hall. 9 Kotler, P. (1984) Marketing Management: Analysis, Planning, and Control. Prentice-Hall, Englewood Cliffs, New Jersey

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