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 MESSAGE
CHANNEL
Select the media
ENCODING THE or other vehicle DECODING
MESSAGE to carry the message THE MESSAGE
Create an ad, Receiver compares
display, or sales message to
presentation frame of reference
NOISE
Competing ads, MESSAGE
MESSAGE AS
INTENDED
other AS RECEIVED
distractions Knowledge, beliefs,
A promotional idea in
or feelings of
marketer’s mind
receiver changed

FEEDBACK RESPONSE
Impact measured Ranges from simple
using research, sales, awareness to
or another measure purchase
 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 Audience
2. Determining Objectives
3. Design Message
4. Select Channels
5. Establish Budget
6. Decide on Media Mix
7. Measure Results
 Identifying Target Audience

Image analysis:

Beliefs, ideas, attitudes, impressions & actions

regarding an object
Determining Objectives
Awareness

Knowledge
Hierarchy-
of-effects
Liking model
Preference

Conviction

Purchase
 Design Message
• Message content
 Rational
 Emotional
 Moral

• Message structure
 One-Versus two-sided arguments
 Conclusion drawing
 Order of Presentation

Contd.
 Design message
• Message Source
 Source credibility
 Endorser

• Message Format
 The message has to be considered depending on
which media is going to be used – e.g. Layouts,
props, models, music, voice, etc.
 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 process
 A strategic business process used to plan, develop,
execute, evaluate coordinated communication
within an organizations publics, requiring:
 Awareness of audience’s media habits and
preferences
 Understanding of audience’s knowledge and
beliefs about the product
 Use of coordinated media blend linked to a
specific objective
 Key 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
Producer Wholesaler Retailer Consumer

PUSH STRATEGY

Producer Wholesaler Retailer Consumer

PULL STRATEGY

Product flow Communication effort

 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