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   is the means by which firms

attempt to inform, persuade and remind consumers about the
products and brands they sell. It is the ³voice´ of company and
its brands by which it can establish and build relationships with
consumers.

It can also perform many functions for consumers. They can

tell or show consumers how and why a product is used, by
what kind of person, and where and when.

marketing communications allow companies to link their

brands to other people, places, events, brands, experiences,
feelings, and things.
ï
 


 
 

! The environment of marketing communication is
changing rapidly.
! Technology and other factors have profoundly changed
the way consumers process communications.
! The rapid diffusion of powerful broadband internet
connections, ad-skipping digital video recorders,
multipurpose cell phones, and portable music and
video players have forced marketers to rethink a
number of their traditional practices.
Ô  
! These dramatic changes have eroded the effectiveness
of the mass media. In 1960,companies had limited
media options; television channels had not made their
presence felt in South Asian countries at that time.
! However, with an explosive growth of the mass media
in South Asia, all these have changed over the last few
years.
! There are over 50 television channels in Pakistan,
about 30 in Bangladesh, a dozen in Sri Lanka, and over
100 in India.
Ô  
! The number, the language, and the nature and type of
programs aired by the television channels make South
Asia one of the most complex markets in the world.
! In addition, there has also been a tremendous growth
of the FM radio channels in the region.
! The print media has also grown considerably in South
Asia, making the media budgeting, media, and the
measurement of communication impact are becoming
increasingly difficult.
Ô  
! [ forces are to blame for the demise of what used to be
the most powerful means of hitting the consumer
marketing bull¶s eye.
! One is the fragmentation of audiences and,
! with the advent of digital technology and the internet.
R
Ô 





! In this new communication environment, although
advertising is often a central element of a marketing
communications program, it is usually not the only
one± or even the most important one± in terms of
building brand equity and driving sales.

Example: Mahindra
Mahindra chose to introduce their

new vehicle Scorpio.
R

 
! 
  Any paid form of non personal
presentation and promotion of ideas, goods, or
services by an identified sponsor.
! u
   A variety of short term incentives
to encourage trial or purchase of a product or service.
!  
 



 Ôompany sponsored
activities and programs designed to create daily or
special brand related interactions.
! Ñ 
    ariety of programs
designed to promote or protect a company's image
or individual products.
! A
 

 Xse of mail, telephone, fax, email of
internet to communicate directly with or solicit response
or dialogue from specific customers and prospects.
! r



 Online activities and programs
designed to engage customers or prospects and directly or
indirectly raise awareness, improve image, or elicit sales
of products and services.
! o     

 People to people oral,
written and other sorts of communications regarding the
experiences of a particular brand.
! Ñ
 
 Face to face interactions with one or
more prospective purchases for the purpose of making
presentations, answering questions and procuring orders.
Ô  
! The product¶s styling and price, the shape and color of
the package, the salesperson¶s manner and dress, the
store décor, the company¶s stationery± all
communicate something to the buyers.
! Every

    delivers an impression that can
strengthen or weaken a customer¶s view of a company.
! Marketing communications activities contribute to
brand equity by creating awareness of the brand;
linking the right associations to the brand image in
consumer¶s memory; eliciting positive brand
judgments or feelings; and/or facilitating a stronger
consumer-brand connection.
R
Ô 

 
! The manner in which brand associations are formed does
not matter. In other words, if a consumer has an equally
strong, favorable, and unique brand-association, the impact
in terms of brand equity should be identical.
! But these marketing communications activities must be
integrated to deliver a consistent message and achieve the
strategic positioning.
! The starting point in planning marketing communications is
an audit.
! From the perspective of building brand equity, marketers
should be ³media neutral´ and evaluate all the different
possible communication options according to effectiveness
criteria as well as efficiency considerations.
r

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r 

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r  r

Sales promotion Advertising

Events
Brand awareness

Experiences

Public relations Brand image

and publicity
Marketing
communications Brand Equity
Direct
program
Brand response
interactive
marketing

ord of mouth Brand relationships

marketing

Personal selling Direct marketing

ï Ô 

 R 

! [ R A 
u
1. a macro model
[. a micro model

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l It contains 9 elements.
l [ represents the major parties in a communication± @

and
 

l [ represents the major communication functions±
   
@ @ and 

l The last element in the system is  @
ï
  


Message
Sender Encoding Decoding Receiver
Media

Media

Feedback Response
 A

 

 
Determine Design
Identify target
objective communicatio Select channels
audience
ns

Manage
integrated Measure Decide on Establish
marketing results media mix budget
communications

   

 

! Personal communications channels
! Non personal communications
channels
! Integration of communications
channels
D 

 





!Type of product market
!Ôonsumer readiness to make a
purchase, and
!Stage in the product life cycle.
 
 

 

! Ñ

   
 



   

  
 
    


   
! Ñ

  
  
    


 
 
  

    
 
  
   
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! Mass communications affect personal attitudes and
behavior through a two-step process.
! This two-step process has several implications.
 first, the influence of mass media on public opinion is not
as direct, powerful, and automatic as marketers have
supposed.
 Second, the two-step process challenges the notion that
consumption styles are primarily influenced by a ³trickle-
down´ or ³trickle-up´ effect from mass media.
 Third, two-step process communication suggests that mass
communicators should direct messages specifically to
opinion leaders and let them carry the message to others.
ï   
Although marketers use advertising less than sales
calls in business markets, advertising still play a
significant roles:
l Advertising can provide an introduction to the
company and its products.
l If the product has new features, advertising can explain
them.
l Remainder advertising is more economical than sales
calls.
Ô  
! Advertisements offering brochures and carrying the
company¶s phone number are an effective way to
generate leads for sales representatives.
l Sales representatives can use copies of the company¶s
ads to legitimize their company and products.
l Advertising can remind customers how to use the
product and reassure them about their purchase.
! >et an effectively trained company sales force can
make 4 important contributions:

1. Increased stock position

[. Enthusiasm building

3. Missionary selling

4. Key account management

pprâï 
! Ôommunication tools vary in cost-effectiveness at different
stages of buyer readiness.
! Advertising and publicity play the most important roles in
the awareness-building stage.
! Ôustomer comprehension is primarily affected by
advertising and personal selling.
! Ôustomer conviction is influenced mostly by personal
selling.
! Ôlosing the sale is influenced mostly by personal selling
and sales promotion.
! Reordering is also affected mostly by personal selling and
sales promotion, and somewhat by remainder advertising.
p!Ôï"rDÔÔ"ï 
! Ôommunication tools also vary in cost-effectiveness at
different stages of the product life cycle.
! In the introduction stage, advertising, events and
experiences, publicity have the highest cost-
effectiveness, followed by personal selling to gain
distribution coverage and sales promotion and direct
marketing to induce trial.
! In the growth stage, demand has its own momentum
through word of mouth.
Ô  
! In the maturity stage, advertising, events and
experiences, and personal selling all become more
important.
! In the decline stage, sales promotion continues strong,
other communication tools are reduced , and
salespeople give the product only minimal attention.
 A



 




! Ôategory need.

! Brand awareness.

! Brand attitude.

! Band purchase intention.

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