Process of Communication

Marketing Communication

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.

Objectives of Marketing Communication

Informing Informing

Reminding Reminding

Persuading Persuading

Target Audience Target Audience

Informing Informing

Reminding Reminding

Persuading Persuading

Target Audience Target Audience

PLC StagesPLC Stages:Introduction Early Growth

PLC Stages:PLC Stages:Growth Maturity

PLC Stages:PLC Stages:Maturity

Objectives of Marketing Communication

Informative ObjectiveIncrease awarenessExplain how product worksSuggest new usesBuild company image

Objectives of Marketing Communication

Persuasion Objective Encourage brand switching Change customers’ perception of

product attributes Influence buying decision Persuade customers to call

Objectives of Marketing Communication

Reminder Objective Remind customers that product may

be needed Remind customers where to buy

product Maintain customer awareness

Objectives of Marketing Communication

Modes of Marketing CommunicationsAdvertisingSales promotionEvents and experiencesPublic relations and publicityDirect marketingInteractive marketingWord-of-mouth marketingPersonal selling

Integrated Marketing Communication

A method of carefully coordinating all promotional activities to produce a consistent, unified message that is customer focused.

Factors Contributing to IMCProliferation of thousands of media choices.

Fragmentation of the mass market.

Slash of advertising spending in favor of promotional techniques.

IMC- Promotion Mix

Advertising(Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.)

Characteristics of Advertising Communication Mode Communication Mode

Communication ControlCommunication Control

Feedback AmountFeedback Amount

Feedback SpeedFeedback Speed

Message Flow DirectionMessage Flow Direction

Message Content ControlMessage Content Control

Sponsor IdentificationSponsor Identification

Reaching Large Audience Reaching Large Audience

Message FlexibilityMessage Flexibility

Indirect and non-personal Indirect and non-personal

LowLow

LittleLittle

DelayedDelayed

One-wayOne-way

YesYes

YesYes

Fast Fast

Same message to all audiencesSame message to all audiences

Public Relation and Publicity

Communication PlatformPress kitsSpeechesSeminarsAnnual reportsCharitable donationsPublicationsCommunity relationsLobbyingIdentity mediaCompany magazine

Advantages:High CredibilityAbility to catch the

buyers off the guard.Dramatization.

Disadvantages: lack of control over

the specific content, the timing, and the amount of coverage.

The marketing function that evaluates public attitudes, identifies areas within the organization that the public may be interested in, and executes a program of action to earn public understanding and acceptance.

Characteristics of PR and PublicityCommunication Mode Communication Mode

Communication ControlCommunication Control

Feedback AmountFeedback Amount

Feedback SpeedFeedback Speed

Message Flow DirectionMessage Flow Direction

Message Content ControlMessage Content Control

Sponsor IdentificationSponsor Identification

Reaching Large Audience Reaching Large Audience

Message FlexibilityMessage Flexibility

Usually indirect, non-personal Usually indirect, non-personal

Moderate to lowModerate to low

LittleLittle

DelayedDelayed

One-wayOne-way

NoNo

NoNo

Usually fast Usually fast

Usually no direct controlUsually no direct control

Sales Promotion( A variety of short-term incentives to encourage trial or purchase of a product or services.)

Communication Platform:Contests, games,

sweepstakesPremiumsSamplingTrade shows, exhibitsCouponsRebatesEntertainmentContinuity programs

Advantages:Gain attention and may lead

the consumer to the productGives value to the consumer

(through incentives, concessions, etc.)

Include a distinct invitation to engage in the transaction now

Disadvantages:Increased price sensitivity Quality image may become

tarnished Merchandising support from

dealers is doubtful Short-term orientation

Characteristics of Sales PromotionCommunication Mode Communication Mode

Communication ControlCommunication Control

Feedback AmountFeedback Amount

Feedback SpeedFeedback Speed

Message Flow DirectionMessage Flow Direction

Message Content ControlMessage Content Control

Sponsor IdentificationSponsor Identification

Reaching Large Audience Reaching Large Audience

Message FlexibilityMessage Flexibility

Usually Indirect and non-personal Usually Indirect and non-personal

Moderate to lowModerate to low

Little to moderateLittle to moderate

VariesVaries

Mostly one-wayMostly one-way

YesYes

YesYes

Fast Fast

Same message to varied targetSame message to varied target

Personal selling( Face-to-face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders.)

Communication Platform:Sales presentationsSales meetingsIncentive programsSamplesFairs and trade shows

Advantages:Personal interactionCultivationResponses

Disadvantages:Limited Reach High cost-per-action (CPA)

Characteristics of Personal SellingCommunication Mode Communication Mode

Communication ControlCommunication Control

Feedback AmountFeedback Amount

Feedback SpeedFeedback Speed

Message Flow DirectionMessage Flow Direction

Message Content ControlMessage Content Control

Sponsor IdentificationSponsor Identification

Reaching Large Audience Reaching Large Audience

Message FlexibilityMessage Flexibility

Direct and face-to-face Direct and face-to-face

HighHigh

MuchMuch

ImmediateImmediate

Two-wayTwo-way

YesYes

YesYes

Slow Slow

Tailored to prospectTailored to prospect

Direct Marketing( Use of mail, telephone, fax, e-mail, or internet to communicate directly with or solicit response or dialogue from specific customers and prospects.)

Communication Platform:CatalogsMailingsTelemarketingElectronic shoppingTV shoppingFax mailE-mailVoice mailBlogsWebsites

Advantages:CustomizedUp-to-dateInteractive

Disadvantages:Sometimes, direct mailing

offends the customers and many do not endorse it as they say it inhibits their private lives.

Events and Experiences( Company sponsored activities and programs designed to create daily or special brand related interactions.)

Communication Platform:SportsEntertainmentFestivalsArtsCausesFactory toursCompany museumsStreet activities

Advantages:RelevantInvolvingImplicitAdds prestige value to

brandDisadvantages:

Difficult to evaluateInflexibleLack of established

infrastructure

Identify target audience

Determine objectives

Design communications

Select channels

Establish budget

Decide on media mix

Measure results/ manage IMC

Communications Objectives

Category Need Brand Awareness

Brand Attitude Purchase Intention

Designing the CommunicationsMessage strategyCreative strategyMessage sourceGlobal adaptation

Creative StrategyInformational and transformational

appealsPositive and negative appeals

FearGuiltShameHumorLovePrideJoy

Message Source

Celebrity CharacteristicsExpertiseTrustworthinessLikeability

Issues Facing Global AdaptationsIs the product restricted in some countries?Are there restrictions on advertising the

product to a specific target market?Can comparative ads be used?Can the same advertising be used in all

country markets?

Select Communication ChannelsPersonal channelsNonpersonal channelsIntegration of channels

Advocate channels

Expert channels

Social channels

Stimulating Personal Influence Channels

Identify influential individuals and devote extra attention to them

Create opinion leadersUse community influentials in testimonial

advertisingDevelop advertising with high

“conversation value”Develop WOM referral channelsEstablish an electronic forumUse viral marketing

Nonpersonal Communication Channels

Media

Sales Promotion

Events and Experiences

Public Relations

Affordable

Percentage-of-Sales

Competitive Parity

Objective-and-Task

Objective-and-Task MethodEstablish the market share goalDetermine the percentage that should be

reachedDetermine the percentage of aware prospects

that should be persuaded to try the brandDetermine the number of advertising

impressions per 1% trial rateDetermine the number of gross rating points

that would have to be purchasedDetermine the necessary advertising budget

on the basis of the average cost of buying a GRP