Good deeds should be followed by good words

MARKETING MIX

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.

Voice of the company

Establish a dialogue Build relationships Develop feelings and associations Brand Equity, Brand Image

The Macro Communication Process

Sender
Channel

Encoding

Message

Feedback
Decoding

Channel Receiver

The Macro Communication Process

Sender
Channel
Noise

Encoding

Message
Barrier

Feedback
Decoding

Channel Receiver

MICRO MODEL OF COMMUNICATION PROCESS Awareness Knowledge Liking Preference Conviction Purchase

MICRO MODEL OF COMMUNICATION PROCESS

Awareness: If most of the target audience is unaware of the object, the communicators task is to build awareness.

Knowledge: The target audience might have product awareness but not know much more. The company needs to learn how many people in the target audience have little, some or much knowledge about the product.
Liking: If target members know about the product, how do they feel about it? If the perception is unfavorable, the marketer has to investigate why; whether there is a real underlying problem. Preference: The target audience may like the product but not prefer it to others. In this case, the communicator must try to build consumer preference by promoting quality, value, performance and other features. The communicator can check the campaigns success by measuring audience preference after the campaign.

Conviction: A target audience may prefer a particular product but not develop a conviction about buying it.
Purchase: Finally, some members of the target audience might have conviction but not quite get around to making the purchase. The communicator must lead these consumers to take the final step, perhaps by offering a discount or letting consumers try it.

seamlessly integrates a variety of communication modes to persuasively communicate customer value through clear, consistent and compelling messages.

STEP:3 Construct An Integrated marketing Program

Advertising

Sales Promotion
Product Company Price

Public Relation Event & Experience Direct Marketing

Distribution Channel

Target Customer

Personal Selling

-Any paid form of non-personal presentation and promotion of ideas, goods, or services.
Print Ads Broadcast Ads Packaging Brochures Booklets Posters Leaflets Hoardings POP Displays

5 M,s of Advertising
MISSION Money

Message Mssg generation Eval n selction Execution Social responsibility

Measurement Communication impact Sales impact

Advertising Objective 1. Informative 2. Persuasive 3. Reminder 4. Reinforcement

-Affordable -Percentage of sales -Competitive Parity -Objective Task

Media R, F, I Major media types Specific media vehicles Media timing Geog media allocation

Advantages Very expressive medium- visuals, print, sound, colour etc. Can reach masses of geographically dispersed buyers at low cost per exposure. The message can be repeated many times. Conveys a positive impression about the sellers size, popularity and success. Gives legitimacy to a product due to its public nature. Useful to develop long terms image as well as to garner quick sales. Disadvantages Impersonal, one way communication. Cannot be as persuasive as a salesperson. Overall, it is costly.

Short term incentives to encourage trials or purchase. Discounts Coupons gifts Contests Display Low/zero interest finance Demonstrations Road shows

 Sales promotions invite and reward quick response. Advertising says- Buy our product Sales promotion says- Buy it now The effect is short term, does not build long term relations and brand loyalty.

Variety of programmes designed to promote or protect a company or product image. Press release Annual reports Company magazine Lobbying Community relations Donations and associations News stories Features

Company sponsored activities and programmes designed to create brand related interactions.

Sports Festivals

Face to face interactions with customers to promote or sell products. Sales presentations Sales meetings Sales negotiations Fair and trade shows

 Can be very effective in the second phase of the Buyer Readiness Stage.

Two way communication. Offer can be moulded as per needs. Buyer is compelled to respond. May result in strong customer relationships.

Use of mail, telephone, internet etc. to communicate directly with customers. Catalogs Mailings Telemarketing TV shopping Websites

Online activities and programmes designed to engage customers Websites Blogs Social media Online communities

THANK YOU