Marketing Communication

System

Chapter- 1
First Meeting

Text & Reference Books

Text Book:
Jim Blythe: Marketing Communications, Prentice
Hall/ Pearson Education.
Reference Books:
Frank Jefkins and Daniel Yadin: Advertising,
Prentice Hall/ Pearson Education
Rajeev Batra, J.H. Myers and D.A. Aaker:
Advertising Management, Prentice Hall India

Presentation Outlines
What is communication?
What is marketing communication?
Structure of Communication
Communication Process model

What is Communication ?
Simply, communication is the process of
exchanging information and feelings between
two or more people.
Communication occurs only when the message
is understood by the receiver in its intended
form.

What is Communication ?
Marketing communication is the process of
transmitting, processing and receiving
information from one person/group/ institution
to another person/group/institution.
A marketing firm attempts to communicate
message with the target audience.

Basic Elements of Marketing Communication

Who says: Sources of original

message(sender)
What: words, symbols etc.
How: the media through which the message
is transmitted(medium)
Whom: the receiver of the message.
With what effects: the understanding of
message and its response by the
receiver(feedback).

Structure of Communication
1. Formal & Informal Communication:
Formal Communication(mostly in written
form. Companies communicate to its
employees through formal network.
Advertisements are also designed formally)
Informal Communication(It includes
customers comments, suggestions,
complaints or rumors about a company or
its products)

Structure of Communication (2)

2.Internal & External Communication
Internal Communication(directed at the
firms employees- information, instructions
or guidelines)
External Communication(directed towards
the potential customers through
advertisement, publicity, sales talks etc.)

Structure of Communication

3. Downward, Upward and Lateral

Communication
Downward Communication( from marketing
firm to directly to customers- advertisement
and product instructions)
Upward Communication(From market place
to firm- customers complaint, suggestions,
sales reports etc)
Lateral Communication(takes place between
the same communication hierarchy- between
wholesalers, retailers, consumers etc.)

Structure of Communication
4. Oral, written and Non-verbal Communication
Oral(parties exchange ideas and information
through words of mouth- face to face, telephone
communication etc.)
Written Communication(generally formal and
presented in a written from-written words,
pictures, print or visual advertisements etc.)
Non-verbal communication(it is not expressed
orally or in writing. Some physical movementsfacial expressions, eye contact, body language
etc.)

Internal Marks Evaluation Criteria

1.
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5.
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9.

Attendance and discipline

5
Regular/daily presentation
5
Unit test
5
Advertisement production
5
Report writing
5
Report presentation
5
Mid-term examination
10
Pre-board examination
10
Board examination
50