n 27

on Marketing Communicat
Communica


Marketing Communications can be defined as :

 “the Endeavour of presenting a set of
message to a target market through multiple
cues and media, with the intention of creating
a favourable response form the market for the
company’s total product offering and
simultaneously providing for market feedback
for improving and modifying the offering.
 

 Marketing Communication Mix



► Product Communication
► Price Communication
► Place communication
► Promotion Communication
►Advertising Communication
►Personal Selling Communication
►Sales Promotion Communication
►Publicity Communication
►


 Marketing Communication through product

cues:
► Product Personality as a whole
communicates
►Physical features, material, size,
shape, design etc.
►Package, its colour, size, design
and labeling
►Brand name/Company name


 Marketing Communication through price cues:

►Price conveys something more than the
price
►Price-Quality Equation
►Price-Status Equation
►Price, an indictor of Technological
Superiority
►Consumers Concept of a Reasonable Price


 Marketing Communication through place cues:

► Store Image
► Store Level Merchandizing
►Display and service, that speeds up the movement of
products form the store counter to the shopper’s
basket.
► Store, a Powerful Communication Instrument
►Example : L’Oreal Perfume
► Store Choice is Linked to Store Image


 Marketing Communication though promotion

cues:
►Personal Selling
►Advertising
►Sales Promotion
►Publicity


 PERSONAL SELLING:
► Product Knowledge Helps the Salesman in
his Communication.
► Customer-Salesman Identification
► One Who Listens Communicates Better
► Right Sales Message Leads to Effective
Communications

►
 PUBLICITY:
► Oversee and influence the stories/news
that appear about it the media
► Conduct publicity campaigns around some
innovations being carried out by; it or
around some topic of current importance
to the public.
►Sponsorship
► Event Management