Communicating Value

What are
Marketing Communications?

Marketing communications
are the means by which firms
attempt to inform, persuade,
and remind consumers,
directly or indirectly, about the
products and brands they sell.
What are Marketing Communications?

Marketing communications are the means

by which firms attempt to inform, persuade,
and remind consumers, directly or indirectly,
about the products and brands they sell.
 Modes of Marketing Communications

Advertising Direct marketing

Sales promotion Interactive
Events and marketing
experiences Word-of-mouth
Public relations marketing
and publicity Personal selling
Elements in the Communications Process
Field of Experience

Sender’s Receiver’s
field field
The Communications Process

Selective attention

Selective distortion

Selective retention
Response Hierarchy Models
 6 Ms of the
Communication Process
1. Market
2. Mission
3. Message
4. Media
5. Money
6. Measurement
1. Market
 Market
 Consumer Segments
 Buyer Readiness Stage
 Consumer Needs
Current Consumer States for Two Brands
2. Mission
 Mission
 Marketing Objectives

Share, Usage, Penetration…
 Communication Objectives

Buyer Readiness Stage
 Quantify
Mission

Brand Awareness
Brand Attitude
Category Need
Purchase Intention
3. Message
 Designing the Communications

Message strategy
Creative strategy
Message source
 Creative Strategy
 Informational and transformational
appeals
 Positive and negative appeals
 Fear
 Guilt
 Shame
 Humor
 Love
 Pride
 Joy
 Message Source
Celebrity Characteristics
 Expertise
 Trustworthiness
 Likeability

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4. Media
 Communication Platforms

Advertising
 Print and broadcast ads
 Packaging inserts
 Motion pictures
 Brochures and booklets
 Posters
 Billboards
 POP displays
 Logos
 Videotapes
 Communication Platforms

Sales Promotion
 Contests, games, sweepstakes
 Premiums
 Sampling
 Trade shows, exhibits
 Coupons
 Rebates
 Entertainment
 Continuity programs
 Communication Platforms
Public Relations
 Press kits
 Speeches
 Seminars
 Annual reports
 Charitable donations
 Publications
 Community relations
 Lobbying
 Identity media
 Company magazine
Communication Platforms
Events/ Experiences
 Sports
 Entertainment
 Festivals
 Arts
 Causes
 Factory tours
 Company museums
 Street activities
 Communication Platforms
Direct Marketing
 Catalogs
 Mailings
 Telemarketing
 Electronic shopping
 TV shopping
 Fax mail
 E-mail
 Voice mail
 Blogs
 Websites
 Communication Platforms

Personal Selling
Sales presentations
Sales meetings
Incentive programs
Samples
Fairs and trade shows
Word-of-Mouth Marketing
 Person-to-person
 Chat rooms
 Blogs
 Select Communication Channels

Personal channels
Non personal channels
Integration of channels
Personal
Communications Channels

Advocate channels

Expert channels

Social channels
 Stimulating
Personal Influence Channels
 Identify influential individuals and devote
extra attention to them
 Create opinion leaders
 Use community influentials in testimonial
advertising
 Develop advertising with high
“conversation value”
 Develop WOM referral channels
 Establish an electronic forum
 Use viral marketing
Nonpersonal
Communication Channels

Media

Sales Promotion

Events and Experiences

Public Relations
Characteristics of
The Marketing Communications Mix
Advertising
 Pervasiveness
 Amplified
expressiveness
 Impersonality

Sales Promotion
 Incentive
 Invitation
Characteristics of
the Marketing Communications Mix

Public Relations Events and

and Publicity Experiences
 High credibility  Relevant
 Ability to catch  Involving
buyers off guard  Implicit
 Dramatization
Characteristics of
the Marketing Communications Mix

Direct Marketing Personal Selling

 Customized  Personal interaction
 Up-to-date  Cultivation
 Interactive  Response

Word-of-Mouth Marketing
• Credible
• Personal
• Timely

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 Factors in Setting
Communications Mix
 Type of product market
 Buyer readiness stage
 Product life cycle stage

Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 17-36

Media Planning

 Reach
 unduplicated portion of
audience exposed to an ad at
least once
 Frequency
 average number of times the
audience reached by the
campaign is exposed to the ad
5. Money
Establish the Budget

Affordable

Percentage-of-Sales

Competitive Parity

Objective-and-Task
Objective-and-Task Method
 Establish the market share goal
 Determine the percentage that should be reached
 Determine the percentage of aware prospects that
should be persuaded to try the brand
 Determine the number of advertising impressions per
1% trial rate
 Determine the number of gross rating points that
would have to be purchased
 Determine the necessary advertising budget on the
basis of the average cost of buying a GRP
Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd.
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6. Measurement
 Measurement
Against Quantified Mission
 An Ideal Campaign
 The right consumer is exposed to the message at
the right time and place
 The campaign causes consumer to pay attention
 The campaign reflects consumer’s level of
understanding and behaviors with product
 The campaign correctly positions brand in terms
of points-of-difference and points-of-parity
 The campaign motivates consumers to consider
purchase of the brand
 The campaign creates strong brand associations
Thank You