PRESENTATION

ON

MARKETING COMMUNICATION

MODERN NEPAL COLLEGE,BAGBAZAR

SUBMITTED TO

SANJEEV PRADHAN

SUBJECT TEACHER

SUBMITTED BY

AMRIT LAMSHAL

ANITA CHAULAGAIN

ANUSHA KHATIWADA

AYUSH KC

INTRODUCTION OF MARKETING

COMMUNICATIOM

Deals with the use of the company’s

marketing strategies about its

product,price and the availability of

the productivity.

Interaction Sender of information

Receiver of

Meaning

KEY ELEMENTS OF COMMUNICATON

• WHO – source of original messege

• WHAT –messege encoded into words,symbol

• WHAT SAYS – media through messege is

transmitted

• WHOM – the receiver of messege

• With What Effect – response by the receiver.

STRUCTURE OF COMMUNICATION

• Formal and Informal

• Internal and External

• Direct and Indirect

Formal Communication

• Downward Communication

• Upward Communication

• Two-way Communication

• Horizontal Communication

• Diagonal Communication

DC UC Two-way HC

DC

Informal communication

Internal and External Communication

Internal Communication

• Takes place within the company

• Information, guidelines and instructions.

External Communication

• Between the company and stakeholders.

• Advertisement,newsletter and e-mails.

Direct and Indirect Communication

Direct Communication

Pull strategy is used.

Indirect Communication

Push strategy is used.

ROLE OF MARKETING

COMMUNICATION

• Informing

• Persuading

• Reminding

• Reinforcing

• Image building

Informing

• About product’s existence,price,benefits and

availability.

• Develop awareness, provide alternatives.

Persuading

• Persuade to make purchase deciocon in favour of

the company’s brand

• Influences buyer behaviour.

Reminding

• Customers have short-lived memory.

• Reminds customer about a brand’s availability

Reinforcing

• Post purchase decision stage of buying process.

• Reassure about product’s benefits and reduce

anxiety.

Image building

• Differentiating and positioning of product.

• Brand loyalty is promoted.

COMMUNICATION PROCESS

COMMUNICATION BARRIERS

Physical

Distance

Noise

Physical arrangements

Semantic

Language

Jargon

Psychological

Perception

Filtering

DistrustEmotions

Viewpoints

Defensiveness

Organizational

Poor Planning

Structure Complexity

Status Difference

DistanceInformation Overload

Timing

Technology

COMPONENTS OF COMMUNICATION MIX

1.Advertising

Indoor media

Outdoor media

Display media

Direct media

2. Sales promotion

Consumer promotion

Trade promotion

Sales force promotion

• Publicity

News release

Featured articles and journals

Press conference

• Public relation

Sponsorship and events

Exhibitions and displays

Lobbying

Donations

• Direct marketing

Face to face selling

Mail order

Catalogue marketing

Telephone /fax:telemarketing

E-mail/internet:ecommerce

• Personal selling

Customer either somes to sales person or the sales

person go to cutomers.

INTEGRATED MARKETING

COMMUNICATION

Coordination and Integration of all marketing

communication tools,avenues and sources inoreder to

maximize impact and minimize the cost.

Stages of IMC program

Identify all forms of communication

Coordinate all forms of communication

Use information technology

Integrate all elements of promotion mix

Benefits of IMC

• Boost sales and profit,

• Improves customer relationship and organizational

image.

• Creates competitive advantages.

• Customer get timely reminders and updated

information.

DEVELOPMENT OF EFFECTIVE

MARKETING COMMUNICATION

Understanding communication environment

Identify the target audience

Measurement of brand awareness ,image and positioning

Determine communication and objectives

Select creative platform

Select communication channel

Establish budget

Deciding marketing communication mix

Understanding communication environment

o Signs and symbols

o Symbols in words

o Pictures and icons

o Language

o Culture

Identify the target audience

o Demographic characteristics

o Psychographic characteristics

o Mediagraphic characteristics

• Measurement of brand awareness,image

buliding and positioning

• Determine communication and objectiveso Informing

o Reminding

o Persuading

o Reinforcing

o Educating

o Corporate image building

• Select creative platform

o Message design

o Copywriting

o Layout and production

o Ad appeal

o Visualisation

• Select communication channel

o Personal channel

o Indirect personal channel

o Non-personal channel

• Establish budgeto Affordable method

o Incremental method

o Percentage of sale method

o Objective and task method

• Deciding marketing communication mixo Advertising

o Sales promotion

o Publicity

o Public relation

o Personal selling

o Direct marketing