Marketing Communication

MODULE 6

MODULE 6

Marketing Communication – Concept and

need for IMC - Promotion – advertising –

sales promotion – publicity and public

relations – Direct marketing and personal

selling –

Managing sales force – global markets –

E-business.

Marketing Communication

Marketing Communication are messages and related media used to communicate with a market.

Those who practice advertising, branding, direct marketing, graphic design, marketing, packaging, promotion, publicity, sponsorship, public relations, sales, sales promotion and online marketing are termed marketing communicators, marketing communication managers.

Integrated Marketing Communication (IMC)

• Marketing communication mix or IMC Tools:

▫ Advertising

▫ Sales promotion

▫ Events and experience

▫ Public relations and publicity

▫ Direct marketing

▫ Interactive marketing

▫ Word-of-mouth marketing

▫ Personal selling

Developing Effective communication

• Identify Target audience

• Determine objectives ▫ Category need

▫ Brand awareness

▫ Brand attitude and image

▫ Purchase intention.

• Design the communication▫ Message strategy

▫ Creative strategy – Informational or transformational appeal

• Select channels

• Establish budgets

• Decide on Media mix

• Measure results

• Manage IMC

E-business

E-business is a term used to describebusinesses run on the Internet, or utilizingInternet technologies to improve theproductivity or profitability of a business.

In a more general sense, the term may be usedto describe any form of electronic business -that is to say, any business which utilizes acomputer.

This usage is somewhat archaic, however, andin most contexts e-business refers exclusivelyto Internet businesses.