HOWWECOMMUNICATE 193
MARKETING CAPSULE •
:t.TheprimaryroleofIMCis tosystematicallyevaluatethe
communicationneedsandwantsofthebuyerand,based
onthatinformation,designa communicationstrategythat
will:provideanswerstoprimaryquestionsofthetarget
audience;facilitatethecustomer'sabilitytomakecorrect
decisions;andincreasetheprobabili.tythatthechoicethey
makewillmostoftenbethebrandoftheinformation
provider.
- Marketingcommunicationsisdefinedasa message deliv-
erysystemthatincludesalltheidentifiableeffortsonthe
partofthesellerthatareintendedtohelppersuadebuy-
erstoaccepttheseller'smessageandstore it inretriev-
ablefo rm.
3.Thefourcomponentsthatmakeupmarketing communi-
cationare:advertising,salespromotion, publicrelations,
andpersonalselling.
4.Thebasicobjectivesofmarketingcommunicationareto:
communicate,convince,andcompete.
5.Theelementsofhumancommunicationinclude:
a.Theprocessingsubsystem
b.Theoutputsubsystem
c. Thenatureoftherole
d.Theenvironment
6.Therearefourtypesofcommunicationsystems:
a. Interpersonal
b. Organizational
c. Public
d.Mass
TypesofCommunicationSystems
Thereareseveraltypesofcommunicationsystems,classifieddependingonthelevelofcon-
tactbetweencommunicatorsandtheabilitytorespondtofeedback.
InterpersonalCommunicationSystems
Atthebasiclevelofinterpersonalcommunicationsystemsisthedyadic context.Adyad
consistsoftwopeople, ortwomajorsubsystems.Personalsellingfallsunderthisheading.
OrganizationalCommunicationSystems
Theorganizationalcommunicationcontextrepresentsa muchmorecomplexsystemthan
interpersonalcommunication.Examplesincludea bank,a factory,a retailstore,orthegov-
ernmentattemptingtocommunicatewithoneanother.Thesesystemsincludea largecol-
lectionofsubsystems,allorganizedarounda commongoal(s).Interactivetechnologyhas
changedthesetypesofsystemsina dramaticway.
PublicCommunicationSystems
Thistypeofsysteminvolvescommunicationusuallyfromonepersontoa largegroupof
people.Althougheveryoneaffectseveryoneelsetosomedegreein everycommunication
system, ina publiccommunicationcontext,suchasa speechfroma politiciantopeople
standingbehinda platformofa campaigntrain,thespeakerdoesmostofthetalking.
MassCommunicationSystems
Themasscommunicationcontextexistswhena person/organizationis communicatingindi-
rectlywitha largegroupofpeople andthereisevenlessopportunityforpeopletointer-
actfreelywithoneanotherandto mutuallyaffectoneanother.Advertisingandpublicrelations
aresuchmasscommunications.
