MARKETING COMMUNICATI

ON

BY

ABHA TOSHNIWAL

Marketing Communications

• Is part of the marketing mix, includes all the means by which a company communicates directly with present & potential customers.

• The process of presenting an integrated set of stimuli to a target with the intent of evoking a desired set of responses within the target market & setting a channel to receive, interpret & act upon messages & identifying new communication opportunities.

Importance of Marketing Communications

•not only informs, but is also used to differentiate the seller’s products/services•may also be effective in affecting the price elasticity of demand (non price competition)

Prerequisite of Marketing Communication

•the marketing communications strategy of a firm must be coordinated and linked with concepts such as target segments, positioning, differentiation, and image

The Communications Process

• communications requires a channel, with a sender and a receiver, to handle the message

• a message is first encoded by the sender• the communications channel is then used to

deliver the message to the sender• the receiver decodes the message, based on

his or her frame of reference and experience• may be a need for a response and feedback• the process can be interrupted by noise

The Process

NOISECompeting ads,

other distractions

MESSAGE CHANNEL

Select the mediaor other vehicle

to carry the message

MESSAGE CHANNEL

Select the mediaor other vehicle

to carry the messageENCODING THE

MESSAGECreate an ad,

display, or salespresentation

ENCODING THEMESSAGE

Create an ad,display, or sales

presentation

MESSAGE ASINTENDED

A promotional idea inmarketer’s mind

MESSAGE ASINTENDED

A promotional idea inmarketer’s mind

FEEDBACKImpact measured

using research, sales,or another measure

FEEDBACKImpact measured

using research, sales,or another measure

RESPONSERanges from simple

awareness topurchase

RESPONSERanges from simple

awareness topurchase

DECODINGTHE MESSAGE

Receiver comparesmessage to

frame of reference

DECODINGTHE MESSAGE

Receiver comparesmessage to

frame of reference

MESSAGE AS RECEIVED

Knowledge, beliefs,or feelings of

receiver changed

MESSAGE AS RECEIVED

Knowledge, beliefs,or feelings of

receiver changed

Inside the Communications Process

• The act of encoding allows that messages can take many forms.

• The methods of transmitting a message are limited only by the imagination and creativity of the sender.

• How the message is decoded depends on its form and the capability and interest of the recipient.

• Without measurable objectives, the effectiveness of a message cannot be evaluated.

Developing Effective Communication

1. Identifying Target Audience2. Determining Objectives3. Design Message4. Select Channels5. Establish Budget6. Decide on Media Mix7. Measure Results

Identifying Target Audience

Image analysis:

Beliefs, ideas, attitudes, impressions & actions regarding an object

Determining Objectives

Awareness

Knowledge

Liking

Preference

Conviction

Purchase

Hierarchy-of-effects

model

Design Message• Message contentRationalEmotionalMoral

• Message structureOne-Versus two-sided argumentsConclusion drawingOrder of Presentation

Contd.

• Message SourceSource credibilityEndorser

• Message FormatThe message has to be considered

depending on which media is going to be used – e.g. Layouts, props, models, music, voice, etc.

Design message

Select the communication channel

Channels

Personal Non-personal

Advocate Expert Social Media Atmosphere Events

Print

Broadcast

Network

Electronic

Display

Establishing the total Marketing

Communications Budget• Affordable Method• Percentage-of-Sales Method• Competitive Parity method• Objective-and-task Method

Deciding on the Marketing Communication Mix

• Personal selling: The direct presentation of a product to a prospective customer by a representative of the selling organization.

• Advertising: A paid, impersonal mass communication with a clearly-identified sponsor.

• Sales promotion: Demand-stimulating activity designed to supplement advertising and facilitate personal selling.

More Elements

• Public relations: A planned communication effort by an organization to contribute to generally favourable attitudes and opinions toward an organization and its products.

• Publicity: A special form of public relations that involves news stories about an organization or its products.

Considerations in Designing Marketing Communications Mix• Target market

– Readiness to buy, knowledge, liking, preference, conviction (belief)

– Purchase– Geographic scope– Type — consumer or middleman– Concentration

More Considerations

• Nature of the product– Unit value – Degree of customization – Presale and post sale service

• Stage of the product life cycle• Amount of money available for

promotion

Measure the Communications Results

Target audience are asked whether

they recognize or recall the message.

Managing the integrated marketing communications

processA strategic business process used to plan,

develop, execute, evaluate coordinated communication within an organizations publics, requiring:Awareness of audience’s media habits and

preferencesUnderstanding of audience’s knowledge

and beliefs about the productUse of coordinated media blend linked to a

specific objectiveKey is a single, coordinated message and

image thrust

Integrated Marketing Communications

• This brings about synergy and better use of communication funds

• Balancing the ‘push’ and ‘pull’ strategies

• Improves the company’s ability to reach the right consumer at the right place at the right time with the right message.

Push or Pull Strategy

• a push strategy directs communication efforts at channel members; a pull strategy directs promotion at the end consumer

• many products, such as business products, are promoted with a push strategy, involving personal selling and use of trade promotions

• most consumer products would rely more heavily on a pull strategy where promotion is directed at the consumer to stimulate demand

An Illustration

ProducerProducer WholesalerWholesaler RetailerRetailer ConsumerConsumer

PUSH STRATEGY

ProducerProducer WholesalerWholesaler RetailerRetailer ConsumerConsumer

Product flow Communication effort

PULL STRATEGY

Choosing a Push or Pull Strategy

• A push strategy is directing the communication primarily at the middlemen that are the next link forward in the producer’s distribution channel.

• A pull strategy has the communication directed at the end users — primarily consumers.

THANK YOU