1 marketin communication an overview

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Chapter 01

Marketing Communication- An Overview


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Objectives

Marketing Communication

Marketing Communication Mix

Factors Affecting the Marketing CommunicationMix

Marketing Communication Process


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To inform, persuade, remind the consumers, directly or indirectlyabout brands, offered for sale by the marketers

Include various media

Print,

Television,

Internet,

Direct mail,

Billboards etc.

Include various tools Advertising,

Public relations,

Personal selling etc.


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Advertising

Sales Promotion

Personal Selling

Public Relations

Direct Marketing

Sponsorships

Exhibitions

Packaging

Point-of-sale

Internet

Word-of-mouth

Corporate identity


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Sales Promotion Marketing devices and techniques which are used to make goods and

services more attractive by providing some additional benefits

Forms Customer promotions,

Trade promotions and

Sales force promotions Basic intention

to stimulate and

to push the customers to at least try the products.

Given in form of Discounts,

Foreign holidays,

Cooperative advertising,

Gifts, bonuses and incentives

But, sometimes customer purchase only during the promotionalcampaign and in the long run it sometimes erodes the brand image


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Personal Selling It is two-way communication between a buyer and seller involving

Face-to-face meeting

Telephone calls

Video conferencing

Trade-shows

Exhibitions and Word of mouth

It is direct oral communication designed to explain how an individualsor firms goods, services, or ideas fit the needs of one or more

prospective customers Selling has moved from quick sale, short-term to Partnering and

relationshipbuilding Develops a long-lasting relationship with the customers

But

Most expensive form of communicating with the customers

No consistent Message


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Publicity

A form of non-personal, mass communication involvingorganization, ideas, goods or services, which unlike, advertisingare not paid for in terms of time and space, nor does it run underidentified sponsorship

It is presented and communicated in the form of news, story,editorials, TV talk shows, featured articles, photographs, films orannouncements

Has a definite advantage over other forms of communications interms of its credibility

But Any unfavorable or negative story can damage reputation and

goodwill of the company and its products and services as muchas a positive story can enhance its brand image


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Public Relations The planned and sustained effort to establish and maintain goodwill and

mutual understanding between an organization and its public

PR occupies and integrates a wider arena of operations, embracing andimproving the attitudes of all of the companys stakeholders and the

public

Public relations includes ongoing activities to ensure the company has astrong public image. Public relations activities include helping the

public to understand the company and its products.

Usually support the other forms of marketing communications usingvarious techniques like Special publications

Organization of community activities Fund-raising

Sponsorship of special events and other distinct public-affairs activities inbuilding the image of the company

Publicity can be influenced by Public Relations


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Direct Marketing An interactive system of marketing, which uses one or more advertising

media to affect a measurable response and/or transaction at any location.

Basically creates and exploits a direct relationships between a companyand its customers

It involves

Database management Direct selling

Direct response ads and

Other methods like inserts, dropping leaflets and house-to-housedistributions

Makes the products available to the buyer at their place of convenience

Less vulnerable to competitorBut

Image problem, clutter problems and junk mail phenomenon are somethreats to Direct Marketing


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Sponsorships

An investment in cash or kind in an activity, in return foraccess to the exploitable commercial potential associatedwith this activity.

A sort of commercial agreement in which the sponsor

facilitates the activity of the person, team or organizationsponsored, in kind or in cash and in return convince thelatter to assist in the fulfillment of the objectives desiredby the sponsoring company

Types

Event-related sponsorships, Cause related sponsorships,

Broadcast sponsorships


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Packaging

Refers to the material, container or wrappings used for or

in connection with the containment, transport, handling,

protection, promotion, marketing or sale of any parts,

products, assemblies or materials. A medium for branding and improving brand recall

A silent, ever-present salesman, beckoning customers

to pickme


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Point-of-Purchase Displays

Well planned display can induce brand

switching and impulse purchases

A carefully designed display can communicatethe right image of the product and at times

influence the customersperceptions of a brand

Cosmetics, confectionary and the consumer

durable sector pay a special attention to

improve the attractiveness of the PoP displays


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Internet

Most of the communication tools do not offer muchinteraction facilities, the trends favor interactiveadvertising and promotions, the best example of whichis the internet

If offers Websites of companies have all facilities in place, from

product knowledge to promotions, from providinginformation to gathering responses and suggestions

Sales promotion activities via coupons, contest and

sweepstakes Product Strategy has already shifted from mass

production to customized and personal deliveredservices


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Corporate Identity

A symbolic, visual system that embraces

everything from the company logo and signage,

to its brochures, advertising and even the

companyswebsites

It even includes the working ambience inside

the office

It sets the corporate image in the minds of the

people


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EncodeSource(Marketer)

Receiver

(Customer)DecodeMessage

Medium of

Communication

Noise

Noise

ResponseFeedback


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Summary



Factors Affecting the Marketing CommunicationMix



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Thank you

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