FoM 4

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1

New

Co

ke

Cas

e st

udy

Why the New Coke

has failed?

What should the

Coca-Cola Company

do before introducing

New Coke?

Blind taste test - think of…

• The role of branding

• The role of perception

• The credibility of marketing research

Perception

• Can we believe what people tell us in

marketing research?

• Can we believe in all we can see?

Proces komunikacji

NADAWCA

ODBIORCA

Reakcja

Przekaz

COMMUNICATION PROCESS

Transfer

Response

Sender

Receiver

Proces komunikacji

NADAWCA

ODBIORCA

Reakcja

Medium

KANAŁ

kodowanie

dekodowanie

Sender

Receiver

Response

encoding

decoding

channel

COMMUNICATION PROCESS

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2

Elements of continuing

communication process

• The message source

• Audience, to which message is addressed

• The message itself

• Message encoding process

• Message decoding process

• Noise factors

• Communication channels

• Response of the audience

• The power of source

• The source is liked or not

• Credibility of source

Three characteristics of message

sources that influence the

effectiveness of communication

Message itself

• Must be able to move an individual along

path from awareness to eventual purchase.

• Must gain attention

• Use a common

language

• Arouse needs

• Suggest how these

needs might be met.

NADAWCA

ODBIORCA

Medium

KANAŁ

kodowanie

dekodowanie

zakłócenia

Zakłócenia

Sender

Receiver

channel

noise

encoding

decoding

NOISE

Noise

Noise factors

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3

Perception and Retention...

Perception

• Selective perception – occurs where

communication is perceived in such a way
that it merely reinforces existing attitudes
and beliefs;

• Selective reception - occurs where

communication is received in such a way
that it merely reinforces existing attitudes
and beliefs;

• Selective retention – occurs when an

individual remembers only those aspects
of the message perceived as being
necessary to him.

Perception and retention of

message

Past experience, personality, motivation,

attitudes and reference groups can affect

what we perceived and retain

leading to

noise

which can distort audiences

perception and interpretation of a

promotional messages

Perception

Szum informacyjny

NADAWCA

ODBIORCA

Reakcja

Medium

KANAŁ

kodowanie

dekodowanie

szum

Sender

coding

channel

decoding

receiver

Response

disturbers

DISTURBERS

Noise

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4

Brand identity

• look

• personality

• culture

• relationships

• impression

Determinants of strong brands

• Market leadership

• Quality

• Level of needs fulfilment

• Awareness

Thank you.


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