CIM Coursebook Marketing Communications 07/08

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Publisher Description

Karen Beamish , Ruth Ashford. BH CIM Coursebooks are crammed with a range of learning objective questions, activities, definitions and summaries to support and test your understanding of the theory. Carefully structured to link directly to the CIM syllabus, this Coursebook is user-friendly, interactive and relevant.

The marketing audit. Marketing planning implementation and control. Branding and its impact upon marketing decisions and the marketing communications mix. Check out exam dates on the Online Calendar, see syllabus links for each course, and access extra mini case studies to cement your understanding. Explore marketingonline. Essential Tools for Management Consulting. Simon Burtonshaw-Gunn. The Essential Management Toolbox. Marketing In A Week.

Eric Davies. The Economist Guide to Organisation Design 2nd edition. Naomi Stanford. Develop Your Marketing Skills. Neil Richardson. Handbook of CRM. Adrian Payne. Steve Foster. Project Management. Stephen Hartley. Aligning Human Resources and Business Strategy. Linda Holbeche. Supply Chain Strategies.

Tony Hines. Relationship Marketing. Martin Christopher. How to achieve exceptional organisational performance: 12 critical activities to get the best performance out of your people, teams and organisation. Lightbearer Publishing. Develop Your PR Skills. Lucy Laville. Organization Design. Patricia Cichocki. Data-driven Organization Design. Rupert Morrison. The Marketer's Handbook. Laurie Young.

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Benchmarking for Best Practice. Mohamed Zairi.

CIM Coursebook 08 09 Introductory Certificate in Marketing

Strategy Mapping for Learning Organizations. Phil Jones. Neil Botten. Essentials of Marketing Management. Geoffrey Lancaster. Employee Engagement and Communication Research. Susan Walker. Wendy Hirsh. Strategic Customer Management. Luke Ike. Total Quality Management and Operational Excellence. John S. Managing Operations.

Ch. 16 Integrated Marketing Communications

Bob Johnson. Strategic Marketing.

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Make sure you read as widely as possible around the topics discussed, making full use of those indicators contained in each unit for Further study, and Hints and tips. A number of activities will involve you in looking at the websites of different types of organizations; these will further aid the development of your knowledge and understanding of key issues.

To understand the complex process of marketing communications, we have to recognize that each and every one of us have to use some form of filtering system in order to extract the information we need from everything that surrounds it. Can you identify what kinds of information these have included and what responses you have made? If you find the above difficult in terms of remembering what you had received, over the next 24 hours make a record of your exposure to marketing communications and your response to this.

We can look at a simple model of communication which describes the various stages. At its simplest level, we can describe the model as having three elements. The first is the sender of the message, the second is the message itself and the third is the recipient of the message. This could be depicted as shown in Figure 1. Unfortunately, this model oversimplifies the nature of the process. It makes no allowance for the fact that the message may not be understood or even received by the recipient; nor does it take into consideration the means by which the message is transmitted to the receiver.

Figure 1. Encoder — Encoding the actual message, its content and the intended meaning into a symbolic format that can be transmitted and understood by the target audience; symbolic 4 Unit 1 Introduction to marketing communications format being appropriate words, pictures, images or music that the customer might identify with and be attracted by.

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Channel — The method by which the message is communicated, for example TV, radio, the Internet. Decoding — The customer actually understands the symbolic format that was transmitted, that is associating with the symbols, words or images used. Receiver — The target audience — the customer, the organization or the audience for which the message was intended.

Feedback — The response the receiver makes — their communication back to the actual source of the message. Noise — Background noise, interference, distortion of the message, its content and meaning, making it difficult for the receiver to interpret, understand and respond to the message accordingly — overcoming noise is of the essence in order to gain successful feedback. Even with this extended model there are a number of complexities that occur that may make the process ineffective.

Importantly, we must recognize that the message is only one of many which the intended receiver will be required to deal with in a relatively short period of time.

To understand that, think of yourself reading a newspaper or a magazine. The advertiser who wants to tell you something about their product must compete for your attention not only with the variety of other advertisements included in that issue, but also with the diversity of articles for which you bought the publication in the first place. The resultant noise may well interfere with the effective communication of the message. The reader may not spend enough time reading the advertisement, and may only glean enough information to form an impression of the intended message.

The intended receivers will not necessarily be devoting all their attention to this particular media. They may be, at the same time, watching TV or listening to the radio.

‎CIM Coursebook 03/04 Marketing Communications on Apple Books

There will be advertisements in the magazine from other firms, many of them direct competitors. The amount of information we receive and, more significantly, retain will vary greatly. Few of us have the opportunity to consider an advertisement in splendid isolation. Invariably, there will be a whole variety of things going on around us which may detract us from our ability to concentrate and to extract the full message being sent by the advertiser. The decoding process may, therefore, be incomplete or confused. If he or she regards the company as being reliable and trustworthy, then it is likely that the message will be interpreted in that light. However, if the individual has previously had some form of negative experience with another product or service from the same company, then it is less likely that the message will be interpreted in a positive manner.

The visuals used depicted a series of photographs of the same object with words describing various interpretations of how these objects might be perceived without further explanation. This provided a good example of the complexities of decoding. One of the ads showed six photographs of a banana on a plate. Under each photograph were different words describing how the photograph might be interpreted.

The words were banana, vitamins, slapstick comedy, sexual innuendo, trade wars and racist weapon. Taking things at face value does not always allow the correct meaning to be understood. The response which the receiver makes will vary according to the nature of the message and these extraneous factors. Depending on the objectives for the campaign, some advertisements simply convey information, others contain some form of invitation to purchase.

The response of the receiver to the specific message will be of great importance to the sender, who will need to build in some form of feedback mechanism in order to better understand the nature of the response and, if appropriate, be in a position to change the message if that response is negative.

CIM Coursebook Marketing Communications 07/08 CIM Coursebook Marketing Communications 07/08
CIM Coursebook Marketing Communications 07/08 CIM Coursebook Marketing Communications 07/08
CIM Coursebook Marketing Communications 07/08 CIM Coursebook Marketing Communications 07/08
CIM Coursebook Marketing Communications 07/08 CIM Coursebook Marketing Communications 07/08
CIM Coursebook Marketing Communications 07/08 CIM Coursebook Marketing Communications 07/08

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