Marketing

Communications
 The Communications Process
Message
Sender Encoding Decoding Receiver
Media

Noise

Feedback Response
Marketing
Communications mix
Advertising
Direct marketing
Sales Promotion
Personal selling
PR and Publicity
 Each of these has its own uses and limitations
and hence a judicious mix is employed by most
companies.
IMC Communication Tools

IMC Communication Tools

Direct Interactive/
Advertising Marketin Internet Marketing
g

Sales Publicity/Public Personal

Promotion Relations Selling
 Integrated Marketing Communications Planning Model

Review of Marketing Plan

Promotional Program Situation Analysis

Analysis of the Communications Process

Budget Determination

Develop Integrated Marketing Communications Programs

Sales PR/ Personal Direct Internet/

Advertising
Promotion Publicity Selling Marketing Interactive

Advertising Sales PR/ Personal Direct Internet/

Promotion Publicity Selling Marketing Interactive
Objectives Objectives Objectives Objectives Objectives Objectives

Message Sales PR/ Personal Direct Internet/

Strategy Promotion Publicity Selling Marketing Interactive
Strategy Strategy Strategy Strategy Strategy

Integration & Implementation of Marketing Communications Strategies

Monitor, Evaluate & Control Promotional Program

Integrated marketing
communications
advertising
television, radio, magazines, newspapers,
place-based
direct response
mail, telemarketing, catalogs, direct selling,
home shopping, on-line
publicity
television, magazine, newspapers
personal selling
Integrated Marketing
Communications
This brings about synergy and better use of
communication funds

Balancing the ‘push’ and ‘pull’ strategies

Improves the company’s ability to reach the
right consumer at the right place at the
right time with the right message.
Reasons For Growing
Importance of IMC
Shift from media advertising to other forms of
 marketing communication
Movement away from advertising focused-
approaches
that emphasize mass media


Shift in power from manufacturers to retailers

Rapid growth of database marketing
Demands for greater ad agency accountability
Changes in agency compensation
Rapid growth of the Internet
Increasing importance of branding

IMC Defined
 Integrated Marketing Communications
(IMC):
 “is the coordination and integration of all
marketing communications tools, avenues,
and sources within a company into a seamless
program that maximizes the impact on
consumer and other end users at a minimal
cost.”
 Clow and Baack, 2004, p.8
Promotion Mix Strategies
PUSH vs. PULL
 PUSH
Producer marketing activities to Retailers and
Wholesalers who resell to Consumers
 Personal selling, trade promotion by producer and
personal selling, advertising and sales promotion by
wholesaler/retailer…
 PULL
Producer marketing activities directed at consumer to
create demand from retailers and wholesalers that
then creates demand from producer.
 Consumer advertising, sales promotion…
 Push versus Pull
Strategies
Manufacturer Manufacturer

Push Pull

Wholesaler Wholesaler

Retailer Retailer

Consumer Consumer
Advertising

Mass media advertising reaches large numbers

geographically dispersed at low cost per
exposure with ability to repeat message with
frequency

PROCESS:
1.Set objectives
2.Develop strategy
 Message strategy
 Message execution
 Slice of life, lifestyle, fantasy, mood, musical,
symbolic, technical expertise, scientific,
testimonial (see page 478-479)
3.Select media (reach, frequency, impact)
4.Evaluate advertising

Sales Promotion
 Short term incentives designed by marketers
for the purpose of encouraging the purchase of a
product.


Consumer promo tools:

 Samples, coupons, rebates, price packs, premiums, ad
specialties, loyalty programs, point-of-purchase
displays/demos, and contests/sweepstakes

Business promo tools:
 conventions/trade shows and sales contests
Personal Selling
Involves two way personal communications
(compared to other IMC tools that are one-way
impersonal)
Organization:
 Territorial, Product, Customer types, Outside vs. inside
sales, and team selling
Process:
 Prospect, pre-approach, approach, present, handle
objections, close, follow-up
Relationship Marketing:
 Process of creating, maintaining, and enhancing strong,
value-laden relationships with customers and other
stakeholders.

DRM (Direct Respone
Marketing)
Mass media marketing in a one-to-one manner.
Requires Database
Forms:
 Telemarketing
 Direct Mail

 Catalogue Marketing

 Direct Response TV (order now)

PR (Public Relations)
Purpose is not to communicate to the market about
products but rather to communicate to the
company’s publics about the company itself.
Functions:
 Press relations
 Product Publicity
 Public Affairs
 Lobbying
 Investor Relations
 Development (financial or volunteer support)
 Crisis management
Developing Effective
Communication Mix
Identifying Target Audience
Income level of consumers
Segmentation
Purchasing habit of consumers

Determining the communication Objective
Awareness
Knowledge
Liking
Preferences
Conviction
Purchase
Designing Message
Message content – Appeal , theme , idea or
unique selling preposition
Positive appeal – Rolls – Royce , Harley-
Davidson
Negative appeal – fear, guilt, shame – alcohol ,
smoking
Moral appeal – blood donation , Polio dosage

Message Structure – Start & end word of the
message - conclusion drawing , comparison of
two product , arguments


Message Format-
In print media- headline ,copy, illustration, & color
Radio – word selection , voice quality , sound of an
announcer
T.V – verbal & Non verbal expression – body
language, dress, posture , hairstyle , dress color ,
product appearance , packaging of a product .

Message Source –
Selection of celebrities or speaker , product offering ,
celebrity credibility, popularity of the news paper ,
radio station , TV channels Source credibility
Endorser - Depending on the attitudes of the
consumer, the communication will either get a
+ve , neutral or -ve response depending on what
attitudes the consumer has of the endorser

Selecting Communication Channel –
Personal communication channel – direct marketing
personnel selling , opinion leader ( Rural Market) ,
word of mouth publicity
Non personal channel – Media – TV, Print , Radio
,Events , exhibition

Establishing communication budget- depend
upon company & stage of the product in PLC
Affordable method
Percentage of sales method
Competitive – Parity method



Communications model
AIDA model
The hierarchy of effects model
The innovation – adoption model
A ID A M o d e l
Attention

Interest

Desire

Action
T h e H ie ra rch y o f E ffe cts
m odel
Awareness

Knowledge

Liking

Preference

Conviction

Action
T h e In n o va tio n A d o p tio n
m odel
Awareness

Interest

Evaluation

Trial

Adoption
 Advertising
Any
Anypaid
paidform
form of
of nonpersonal
nonpersonalcommunication
communication
about
about an
anorganization,
organization, product,
product, service,
service, idea
idea
or
or cause
cause by
byan
an identified
identified sponsor.
sponsor.

Advantages of advertising Disadvantages of advertising

Advertiser controls the High costs of producing
message and running ads
Cost effective way to
Credibility problems and
communicate with
large audiences consumer skepticism
Effective way to create Clutter
brand images and Difficulty in determining
symbolic appeals
Often can be effective effectiveness
way to strike 
responsive chord with 
consumers
The 5 Ms of Advertising
Mission – objectives

Money – budgets

Message – communication

Media – what vehicles?

Measurement - evaluation
Advertising objectives
Informative
Persuasive
Comparative
Reminder (reinforcement)
Advertising Goal
A specific communication task to be
achieved to a specific degree to be
communicated to a specific target audience
in a specific period of time.