5016MKT

Integrated Marketing
Communications
Week 4 - Lecture 2

Communication Process

Nadiya Kettell
 Lecture 1 – Keller’s Evaluation Framework

Cost

Coverage Contribution

IMC
Evaluation

Conformability Commonality

Cross-effects Complementarity

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 Lecture learning outcomes

To be able to:
 Understand and critique the linear model of communications.
 Define the interactional model of communications.
 Assess the concepts of WOM, opinion leaders, formers and followers.
 Understand the process of diffusion and how IMC interacts.

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 The Linear Model of Communications (Schramm, 1955)

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 The Linear Model of Communications (Schramm, 1955)

1. Source
- Individual or organization sending the message.
- Creating a sense of authority/credibility e.g., Fenty
Beauty
2. Encoding
- Transferring the message into a symbolic style that can
be transmitted.
- Ensure the message can be understood.

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 The Linear Model of Communications (Schramm, 1955)

3. Signal
- The transmission of the message, selecting the
right media form.
4/5. Decoding/Receiver
- The process of transforming and interpreting the
message - be careful to consider e.g., Nivea.
- Shaped by receivers, experiences, perceptions,
attitude and values.

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 The Influencer Model of Communications

6. Feedback/Response
- Reactions to the message.
- What message are the consumers responding to? Advert
testing a/b tests.
7. Noise
- Never been louder!
- Multiple alternative messages.
- Distraction.

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 Criticism of Linear module

 The linear model has been criticised for its oversimplification

 The linear, sequential interpretation of the communications process was developed at a
time when broadcast media dominated marketing communications.
 Need to consider social and relational dimensions of communications and the impact of
interactive communications.
 Organisations can communicate with different target audiences simply by varying the
message and the type and frequency of channels used.

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 Interactional Model of Communications (Fill & Turnball, 2019)

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 Opinion Leaders

 Someone who has the ability to shape the perception of a

product.
 Receiving information and then reprocessing it to influence
others
 E.g Social media influencers.

 More persuasive than received directly from the mass media

- Sociable (more friends, more social contacts)
- More self-confident than non-leaders

 Opinion leadership can be simulated in advertising by the

using ordinary people to express positive comments
 Can be used as a market entry strategy e.g., Tesla, By Far

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 Opinion Formers

 Opinion formers are individuals who are able to exert

personal influence because of their authority,
education or status associated with the object of the
communications process.
 Dentists used to promote toothpaste.
 Could be an expert e.g., La Roche-Posay, Charlotte
Tilbury

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 Opinion Followers CONSUMRERS TARGET GROUP

 The vast majority of the consumers can be said to be opinion

followers.
 Shaped by opinion leaders and opinion formers.
 Behavior is influenced by either mass media messages or specific information
sources.
 Use of information to inform their purchase decision
 Protected in the UK by ASA.

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 Word of Mouth Communications

 The process whereby messages about products and

services occur naturally.
 WoM is a powerful means of communicating
messages.
 Drive 90% of consumers trust recommendations from
friends and 70% from eWoM (Shih et al, 2013).
 Starbucks successful with this approach.

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 Word of Mouth Programs: Seeding Programs

 Product Seeding
- Getting a product into a small group of people.
- Links to social media influencers – unboxing.

 Viral Marketing
- Encourage seeds to spread the message to the wider
population via electronic channels.
- E.g., The Ordinary cosmetic products

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 Word of Mouth Programs: Referral Programs

 Referral Reward
- Incentivise customers to leave positive reviews or make
recommendations by offering rewards e.g., Hello Fresh.
 Business Reference
- B2B focused, references from other organisations.
 Affiliate Marketing
- When one company sends traffic/sales to another.
- E.g., bloggers link to Amazon or cashback websites.

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 Word of Mouth Programs: Recommendation Programs

 Narrowband Recommendations
- Encourage recommendations through the
social network of a specific individual.
- Facebook posts reviewing
restaurants/services.
 Broadband Recommendations
- Encourage recommendations through
dedicated review sites.
- E.g., Tripadvisor

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 Fast Diffusion vs Slow Diffusion
(Fill & Turnbull, 2019)

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 Process of Diffusion (Rogers, 1983)

 Innovators – more disposable income, open

to risk
 Early Adopters – made up of opinion leaders.
Tend to be younger and well educated.
Digitally literate. E.g., Tesla
 Early Majority – Opinion followers, above
average age, education and social status and
income
 Late Majority – Skeptics, only end adopt due
to social of economic factors.
 Laggards – Suspicious of new ideas, low
income, social status and education.

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 Conclusion

 Understand and critique the linear model of communications.

 Understand the interactional model of communications.
 Understand the concepts of WOM, opinion leaders, formers and followers and celebrity
endorsement.
 Understand the process of diffusion and how IMC interacts.

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 Reference List

 Fill, C., & Turnbull, D. S. (2023). Marketing communications: fame, influencers and
agility. (8th ed.). Pearson Education Limited.
 Rogers, E.M. (1983) Diffusion of Innovations, 3rd edn, New York: Free Press.
 Schramm, W. (1955). Information theory and mass communication. Journalism
Quarterly, 32(2), 131-146.
 Shih, H. P., Lai, K. H., & Cheng, T. E. (2013). Informational and relational influences on
electronic word of mouth: An empirical study of an online consumer discussion
forum. International Journal of Electronic Commerce, 17(4), 137-166.
 Chapter 2 - Juska, J. (2021) Integrated Marketing Communication: Advertising and
Promotion in a Digital World. Routledge

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 Reflection and summaries

Today we:
 Understand and critique the linear model of communications.
 Define the interactional model of communications.
 Assess the concepts of WOM, opinion leaders, formers and followers.
 Understand the process of diffusion and how IMC interacts.

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 What’s next?

 Lectures in Weeks 5 – Promotional mix and Developing creative strategies

 Seminar – Objective setting and Developing creative strategies

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Any questions?