MARKETING COMMUNICATIONS

Marketing communications is a systematic methodology aimed at creating a niche for a particular product or service in the market through various modes of communication to reach the end user.

Communication
Modern marketing calls for more than developing a good product, pricing it attractively and making it accessible.

ask
How can we reach our customer .. But also How can our customer reach us ..

Steps in developing communication ..

1. 2. 3. 4. 5. 6. 7. 8. Identify target audience determine objectives Design message Select channel Establish budget Decide on media mix Measure results Mnage integrated marketing communication program.

Identify target audience

A major pert of audience in mind : Potential buyer of the company's Product current users Decider or influencers 1. the current image of the company 2. Its Products 3. Its competitors

Determine the objectives :

Awareness Knowledge Liking Preference Conviction purchase

Design the message

Message content:USP,ESP,appeals etc.. Message structure message format in print media :headlines,copy,illustration& color
In radio :choose words,voive qualities etc.

Select channel

Marketing is the process of Planning,& Executing the conception, pricing, promotion & distribution of ideas, goods, and services to create exchange that satisfy individual and organizational goals.

1. Select channel

establish total marketing communication budget

Affordable method Percentage of sales Competitive parity method Objective & task

Deciding on marketing communication program

1. The promotional tools

Public relations Direct Marketing Personal selling

Advertising Sales promotion

Factors in setting the marketing communication mix

Type of the product market Buyer readiness stage . Product life cycle stage .

Advertising
1. Mission 2. Money
Stage in PLC Market share Competition clutter Advertising frequency

4. Message
Message generation Message evaluation m. Execution Social responsibility

5. Media
RF C Media type, vehicle Timing geographic allocation

3. Measurement

Sales promotion
Consumer Promotion
Samples,coupons,cash refund.price packs ,prizes

Trade promotion
Price offs, free goods,speciality advertisement

Sales force promotion

External Factors
Demographic Factors Socio-economic Factors Political Factors Natural Factors Technological Factors Legal Factors Government Factors

Demographic Factors
Age

Gender
Occupational pattern Literacy level Life style

Socio cultural Factors

Social class
Income Occupation Location of residence

Cultural factors
Religion Language education

Economic Factors
Economic Condition. Disposable Income Purchasing Power Rate of growth of each sector of Economy Agriculture, Industry, Service etc. Inflation rate, Saving Rate, Tax rate

Natural Factors Technological factors

Legal factors

Consumer behavior

Meaning

..

It is the study of how individuals makes decision to spend their available resources.

(Time, Money, Efforts)