Hedonic experiential model examples

MKT201 Integrated

Marketing Communications

The Communication Process

Lecture 2

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Icon Meaning Activity

Take notes These are important points and you should take notes.

You will be required to know this

information.

Individual

Activity

Students complete an individual task.

Group Activity Students discuss/ complete activities in groups and report back to the class.

Research

required

You will need to research this and do

some reading before the next class.

Important

Concept

You MUST understand this concept to

successfully complete the subject. Seek

help if you don’t understand.

Practice

Questions

Students will complete these questions as

practice for the exam.

This Topic’s Big Idea

“Customers decode messages

differently”

Image adopted from: Hogge, P 2011, Suddenly, over Calgary, Food for the fickle grey beast, viewed 22nd of February

2016, http://theficklegreybeast.squarespace.com/journal/2013/2/2/suddenly-over-calgary.html

http://theficklegreybeast.squarespace.com/journal/2013/2/2/suddenly-over-calgary.html
Learning Objectives

• Understand how the elements of the communication process transfer, meaning from the sender to the receiver

• Understand the nature of meaning in marketing communication using a perspective known as semiotics

• Explain how marketing communicators use the three forms of figurative language (simile, metaphor and allegory)

• Explain the basic features of the two models of consumer behaviour: the consumer processing model (CPM) and the hedonic, experiential model (HEM).

Communication has

four important elements

Communication - a dynamic process in which people attempt to share their internal states with other people through the use of symbols

Four elements of communication:

– Information

– People

– Time

– Format

The Communication

Process

Wrong intended message?

Watch Me: https://www.youtube.com/watch?v=79J36377nBk

Can you think of any other examples, where

companies failed to deliver intended

message to its consumers?

https://www.youtube.com/watch?v=79J36377nBk
Effective Communication

Effective communication ensures that the

message from the sender to the receiver is

based on a common meaning.

A lack of common meaning can lead to:

• a waste of resources

• an ineffective message.

Communications for the 21st

century

Technology will influence:

– how information reaches consumers

– who seeks out information

– places where information can be gathered,

outside of those created by marketers.

A two-way communication model for this

technology- driven age needs to be adopted.

A communication Process for

the 21st Century

The meaning of

the message

Meaning is developed by accomplishing

specific

brand-level objectives.

Meaning can be derived from a number of

perspectives.

• Semiotics

• Symbols

Semiotics

Semiotics – is the study of signs and the analysis of meaning- producing events

Sign – is something physical and perceivable that signifies something (the referent) to somebody (the interpreter) in some context.

Symbol - a mark or character used as a conventional representation of an object, function, or process

Watch Me: https://www.youtube.com/watch?v =llZk-ejfDcA

https://www.youtube.com/watch?v=llZk-ejfDcA
Semiotics (Cont.)

The Use of Symbols, Signals,

and Signs

Adopted from: All about India, The Complete Guide to India, viewed 9th of

February 2016, http://www.all-about-india.com/Flag-of-India.html

Adopted from: Ajay, S, 2015, Symbols: an effective marketing communication tool in

branding, International Journal of Research in Commerce, IT & management, Vol 5 issue 10,

pp1-4, viewed 9th of February 2016 from EBSCHO Business Source Corporate Database

http://www.all-about-india.com/Flag-of-India.html