Marketing communication

process
About Marketing
The Process of communication
Communication process in Mkt.

About Marketing
Invented in Japan in 17th century (1650) when
MITSUI family operated their first Dept. store
In West in 19th century(1809-1884) it was viewed
as a function of Business enterprise and
customer creation by MaCromic.
Academic entry in 20th Century 1905 when
University of Pensylvania conducted a course in
Marketing of products.
Recent entry in No profit sector of economy such
as colleges and Hospitals.

What is Marketing
Business Activity: Organisations adjusts its
offering to the need of market place.
Trade Phenomenon : Link between society
needs & Industry response
Frame of Mind
Human activity directed to satisfying needs
It is oldest profession but newest action
discipline.
It plays the role of communication &promotion
Marketing is working with Market.

Communication & its process

Process of passing info.& understanding
from one person to another. K.Devis
It is behavior that results in meaning
American Marketing Association.
Process by which meanings are perceived
and understanding reached McCarland
Process of transferring info. By previously
agreed symbols

Communication process
Idea

coding

Message

Message Rcd. Decoding Perception

Medium
Receiver
Transmitter

Feed back

Communication and persuasion

process in Marketing.
Marketing plays role of communication &
promotion
By design & dissemination of Info
about product,
its existence,
features,
terms of benefits

Communication process in
Marketing
Data

Promotion Information
Mix

Info. Rcd. Decoding Perception

info

Medium
Target Market
Marketing

Feed back

Marketing communication flow

Stages in perception of Marketing info.
Creating Awareness
Information of Product or Brand attributes
Information of Product or Brand Benefits
Creation of Brand Personality
Association with Brand
Brand Loyalty.

Total Marketing communication

Not only with target market but with other parties in task environment.

Dealers/Agents

Govt.

Suppliers

Marketing

customers
Mkt. Comm.

Investors

Media.

Role of
Elements of Promotion
Mix
in
Marketing communication
Elements of promotion mix
Role of each element in
Marketing Communication

Elements of promotion mix

Advertising
Direct marketing including personal selling
Sales promotions
Publicity and Public Relations.
Other action oriented communications.

About Advertising
Paid form of non personal promotion by
identified sponsor.
It is pervasive in nature (allows messages to be
repeated many times)

It is amplified expressiveness using print

sound and colour.
It carries monologue with the audience

Advantages & drawbacks

Advantages:
Much cheaper to reach targeted consumer
It can use complex visual & emotional
devices to increase persuasiveness
Drawbacks
Its inability to close the sale
Widely perceived as biased.
skeptical about the tall claim)

(consumer are

Role of Advertisement as mode of

communication.
Enables Creating Awareness/changing
preference
Provides Information of Product or Brand
attributes
Provides Information of Product or Brand
Benefits
Enables Creation of Brand Personality

Direct Marketing
This includes:
Direct Mail
Telemarketing
Direct response ads on radio, TV and other
media
Personal selling.
These have the advantages of
Ability to target specific customers
The ability to directly measure the response
(Order per thousand)

Role of Direct Marketing as mode

of communication.
It generates an action

Getting an Order
Request for more information
A visit to a dealer or store
Request for a Demonstration

Sales promotion
These are of two broad types
A. Consumer promotion B. Trade promotion.
Consumer promotion: Is offering an incentive to
the consumer like
1. Lower price : Price rebate by coupons
2. Free gifts : Samples,
3. Price packs: offering lower price or greater
quantity Ex.3 pieces in price of 2
4. Premiums and gifts
5. Subsidized financing

Sales promotion cont.

Trade promotions are financial incentives
Given to the trade to stock the product
To buy in large quantities
To move merchandise from warehouse to
retail shelf
To feature the brand in local retail ads.

Role of Sales promotion as mode

of communication
To the consumer
To try the Brand
To repurchase
Establish Association with the Brand.
To the retailer
To carry
To push the brand.

Public relations and publicity

Public relation is a way to build public image
not only before customers but also other
elements in stake holders such as
Government
Share holders
Employees
Customers

PP
Through :
Media editorial coverage : Many industrial
marketers try hard to have trade magazines
carry articles by their top executives.
Sponsorship of events or sports
Sponsoring/organizing contests
Cause related marketing.
Lobbying : efforts to deal with agencies to
defeat/promote unwanted/wanted action

Role of Public Relation as mode of

communication
To attract attention (press relations)
To reinforce the image (events)
To act as influencer (lobbying)
Social contributor (cause related
marketing)