In the beginning of this this paper two different communication strategies are discussed. The linear model of communication can be seen as the basic model of mass communication. It consists of seven different components. For a successful communication, the quality of the linkage of theses elements is important, and not the elements it selves. )
The DAGMAR –Model is a model for setting objectives and measures the results. It is a hierarchical model of communication process, and consists of awareness – comprehension – conviction – action.
Furthermore the value of segemtation, targeting and positioning for a successful marketing strategie is discussed. Finally different promotional methodes are discussed based on examples of the ski industry.
Table of Contents
2. Communication strategies
2.1 Linear Model of Communication
2.2 DAGMAR-Model
3. Value of Segmentation and Targeting, and Positioning
3.1 Segmentation and Targeting
3.2 Positioning
4. Promotional Methods
4.1 Advertising
4.2 Personal Selling
4.3 Sales promotion
4.4 Public Relation
4.5 Sponsorship
4.6 Trade Fairs and Exhibitions
4.7 Direct Marketing
Objectives and Topics
The primary goal of this assignment is to provide a structured overview of fundamental marketing communication concepts and strategies, examining how organizations effectively reach their target audiences. The document explores the theoretical frameworks of communication, the strategic importance of market segmentation and positioning, and evaluates various promotional tools used to achieve business objectives.
- Theoretical models of communication and their practical application.
- Strategic importance of market segmentation, targeting, and brand positioning.
- Comprehensive analysis of the promotional mix elements (Advertising, Personal Selling, etc.).
- Evaluation of communication success factors and strategic management approaches.
Excerpt from the book
2.1 Linear Model of Communication
(Fill 2002a) The linear model of communication can be seen as the basic model of mass communication. It consists of seven different components. For a successful communication, the quality of the linkage of theses elements is important, and not the elements it selves.
The seven elements are the Source or the person, which is sending the message. Encoding is the process of transferring the message into a symbolic style, which can be transmitted. Signal is the media, which is used to transmit the message. Decoding is the process of understanding interpretation of the message by the Receiver or individual. The receiver communicates back to the source, its understanding of the message which is called Feedback. Noise is everything that can destroy the process of communication and makes it so difficult.
The linear model of communication can be used for both personal as well as for non-personal communication. The biggest advantage of this model is, that it shows the parts, where the management can act, which are source, encoding and the signal. And the parts, where he can’t interfere like decoding, receiver and feedback, also against noise, can be done nearly nothing; they can just try to keep him as low as possible. The main goal of this model is to create credibility in the mind of the receiver.
Summary of Chapters
2. Communication strategies: Introduces foundational models of communication, specifically the linear model and the DAGMAR-Model, focusing on the importance of message transmission and hierarchical communication stages.
3. Value of Segmentation and Targeting, and Positioning: Analyzes the necessity of segmenting markets to address specific customer needs and discusses how organizations manage their brand perception through effective positioning strategies.
4. Promotional Methods: Provides a detailed evaluation of the seven primary promotional mix tools, outlining their specific functions, advantages, and limitations in a corporate marketing context.
Keywords
Marketing Communication, Promotional Mix, Linear Model, DAGMAR-Model, Market Segmentation, Targeting, Positioning, Advertising, Personal Selling, Sales Promotion, Public Relation, Sponsorship, Direct Marketing, Credibility, Brand Image
Frequently Asked Questions
What is the core focus of this assignment?
The assignment provides a fundamental overview of marketing communication strategies and the tactical tools companies use to promote their products and services effectively.
What are the central thematic areas covered?
The text focuses on communication models, market segmentation, positioning strategies, and the various methods within the promotional mix.
What is the primary objective of the work?
The aim is to clarify how companies can use communication theories and promotional techniques to influence target audiences and manage their brand presence.
Which scientific methods are applied?
The document utilizes a literature-based analysis of established marketing theories, supplemented by practical business examples to illustrate strategic concepts.
What content is addressed in the main body?
The main body covers communication models (linear/DAGMAR), the strategic triad of segmentation/targeting/positioning, and an in-depth breakdown of seven promotional methods.
Which keywords characterize this paper?
Key terms include marketing communication, promotional mix, segmentation, positioning, advertising, and direct marketing.
How does the Linear Model of Communication describe the communication process?
It identifies seven components—source, encoding, signal, message, decoding, receiver, and feedback—emphasizing that successful communication depends on the effective linkage of these elements.
What is the main criticism of the DAGMAR-Model mentioned?
The primary critique is that the model's assumption of a logical consumer movement through "learn-feel-do" stages does not accurately represent universal buying behavior.
Why is market positioning considered complex?
Positioning involves managing a complex set of customer perceptions, impressions, and feelings about a product relative to competitors in a crowded information environment.
- Quote paper
- DI (FH) Andreas Leitner (Author), 2005, Marketing communication, Munich, GRIN Verlag, https://www.grin.com/document/38562
