Академический Документы
Профессиональный Документы
Культура Документы
1. Marketing Communication.
2. Types of Messages.
3. IMC
4. Benefits of IMC
5. MCM & Elements of IMC
Marketing Communication
Tom Duncan :
“Marketing Communication is a collective
term for all the various types of planned
messages used to build a brand.”
Types of Messages
1. Increasing Competition
2. Increased IT Sources
3. Need of Consistency
4. Decline in Effectiveness of Mass Advtg.
5. Provides greater Brand Differentiation
6. Greater Accountability & Coordination
7. Effective at Cutting through Message Clutter
8. Increases Customer’s Trust
Marketing Communication Mix
1. Personal Selling
2. Advertising 7. Sponsorship
3. Sales Promotion 8. Point of Purchase
4. Public Relation Display
9. Exhibition
5. Publicity
10. Packaging
6. Direct Marketing 11. Internet
12. Corporate Identity
Marketing Communication Mix
Personal selling
‘PS can be described as a two way communication
between a buyer and a seller.’
- The direct presentation of a product
Advertising
PUBLIC RELATIONS
Acoording to Public Relation Society of America-
‘PR are communication activities that help an organization and its
public adopt mutually to each other.’
Publicity
Direct Marketing
Sponsorship
According to T. Managhan-
‘An investment in cash or kind in an activity, in return for
access to the exploitable commercial potential associated
with this activity.’
- Three types. Event related- sponsor an event .
- Cause related – Charitable activity like Polio Campaign.
- Broadcast related – a TV programme.
Marketing Communication Mix
- Inferred messages.
- Used by Cosmetics and Confectionaries
- Beneficial in latest mall culture
- Not very popularly adopted by many companies
Marketing Communication Mix
Exhibitions
- To Introduce
- To Inform
- To Persuade
- To Remind
3. Nature of the Product
- unit value,
- degree of customization, and
- presale and post sale service
4. Stage in the Product Life Cycle