Promotional Mix and

Marketing Communications

Session 14-15

Marketing Communication

Means by which firms attempt to inform,

persuade, and remind consumers directly
or indirectly about the products and
brands they sell

Marketing Communication
Mix
Advertising
Sales Promotion
Events and Experiences
Public Relations and Publicity
Direct Marketing
Interactive Marketing
Word-of-mouth Marketing
Personal selling

Marketing Communication Mix

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

Videotapes

Sales Promotion
Contests, games,
sweepstakes
Premiums
Sampling
Trade shows,
exhibits
Coupons
Rebates
Entertainment
Continuity programs

Marketing Communication Mix

Events/ Experiences
Sports
Entertainment
Festivals
Art
Causes
Street activities

Public Relations
Press kits
Speeches
Seminars
Annual reports
Charitable donations
Publications
Community relations
Lobbying

Marketing Communication Mix

Personal Selling

Sales presentations
Sales meetings
Incentive programs
Samples
Fairs and trade
shows

Direct Marketing

Catalogs
Mailings
Telemarketing
Electronic shopping
TV shopping
Fax mail
E-mail
Voice mail
Websites

Communication Process Macromodel

Communication Process Micromodel

Communication Process Micromodel Differentiation

High
Learn Feel - Do

High
Low

Involvement

Learn Do - Feel

Do Feel - Learn

Low

Steps to Develop Effective

Communications
Identify target audience
Determine objectives
Design communications
Select channels
Establish budget
Decide on media mix
Measure results/manage IMC

Steps in Developing Effective

Communications

Identify target audience

Segments
Usage/Loyalty

Determine objectives
Category Need
Brand Awareness
Brand Attitude
Positive or Negative

Brand Purchase Intention

Steps in Developing Effective

Communications

Design communications
Message Strategy: What
What/When

Result of
Use

Product in
Use

Incidental to
Use

Rational
Sensory
Social
Ego Satisfaction

Creative Strategy: How

Informational
Transformational
Positive or Negative

Message Source: Expertise, Trustworthy and Likeability

Steps in Developing Effective

Communications

Select channels
Personal

Expensive, Risky, Infrequent

Taste or Status Reflection
Advocate
Expert
Social

Non-personal

Establish budget

Affordable
% of Sale
Competitive Parity
Objective and Task Method

Steps in Developing Effective

Communications

Decide on media mix

Types of Product Market

Buyer-Readiness Stage
PLC Stage

Measuring Communication Results

Integrated Marketing Communication

A planning process designed to assure that all

brand contacts received by a customer or
prospect for a product, service, or organization
are relevant to that person and consistent over
time
Coverage
Contribution
Commonality
Consistency
Cohesiveness

Complementarities
Versatility
Cost

Thank You