CONSUMER BEHAVIOUR

AND MARKETING
COMMUNICATION
UNIT 3
TOPIC : MARKETING COMMUNICATION
OBJECTIVES ,FUNCTIONAL AREAS
INTEGRATED MARKETING COMMUNICATION
 Marketing communications are those
techniques that the company or a business
individual uses to convey promotional
messages about their products and
services. Experts of marketing
communication design different types of
persuasive communication and send it to
the target audience.
What are the Marketing Communication
Tools
 Pamphlets
 Brochures
 Emails
 Advertisements
 Websites
 Sales Promotions and Campaign
 Exhibitions
 Personal Selling
 Press Release
Why is Marketing Communications
Important

 The sole purpose of marketing

communications is to increase the volume
of sales by persuasive, informative, and
positive messages. Marketing
communication provides new facts through
encouraging messages about
products/services.
Following are the important points that you
need to take care of for effective marketing
communications −
 Persuasive Message − Different customers have different
requirements and expectations; therefore, it is very
important to customize your persuasive messages
accordingly.
 Design − Every medium of communication (such as
magazine, newspaper, TV, digital media, or brochure) has
its own design and requirements. Therefore, you need to
plan and design your messages accordingly.
 Feedback − Must collect feedback from your audience; it
will help you improve your marketing communication.
OBJECTIVES OF MARKETING COMMUNICATION

 The basic objectives of marketing communication have been reduced

to three more meaningful directives: (a) to communicate, (b) to
compete, and (c) to convince. The primary purpose of MC is to
communicate ideas to target audiences. This is done through
advertising, personal selling, sales promotion, and/or public relations.
Principles of effective communication are intended to achieve this
task. Clearly, most of marketing is communications, and it is in this
context that communication is included as a purpose of MC. Moreover,
whatever is communicated should be accurate, truthful, and useful to
the parties involved. Because of the pervasiveness of marketing
communication, it has a unique responsibility to communicate with
integrity.
TOPIC : INTEGRATED MARKETING
COMMUNICATION
 Integrated Marketing Communications is a simple concept.
It ensures that all forms of communications and messages
are carefully linked together.
At its most basic level, Integrated Marketing
Communications, or IMC, as we'll call it, means integrating
all the promotional tools, so that they work together in
harmony. These days advertisement has become a big
business and besides the Promotion Mix we have the
impact of 4 Pson Integrated Market Communication. These
are product, price, promotion and place.
 Product: Communicates through its colour, shape, size, package, label, brand
nameetc. It projects a personality of its own. It can have exciting colours,
soothing colours, dull orinviting colours. Colours can communicate prosperity,
fashion etc. There are colours associated with festivals and tragedies
(marriage, child birth, death etc.). Climate, age, religion affects the choice
of colours. A marketeer must provide right colour combinations on the
package to make it more attractive and affective.
 Package design: also communicates. A packagecan be so attractive that it
acts like a silent salesman. Brand name also communicates. This isan age of
brands and customers prefer good brands. They ask for Colgate, Halo, Lifeboy
insteadof asking for toothpaste, shampoo or soap. The company image also
communicates.
 Price: Is an important element of Marketing Communication. It
plays a communicative role in advertising. Price communicates
about the quality of the product. Generally it is believed that
higher priced goods are of better quality. It gives greater surety
to the buyers. The buyers buy a higher-priced product keeping
in mind the amount of money he can afford on theitem. Some
people use price as a symbol of prestige and buy higher-priced
goods. It is a status symbol. Price can also reflect on the
technological superiority of the product. High value cars serve
both the prestige and quality assurance. The customer also
takes into consideration the following.
 Reasonable price: They compare the prices with other similar brands
available in the market (cell phones, refrigerators, air conditions, ceiling fans
etc. A product of lower price maybe a suspect for quality of the product. The
psychological effect of price also plays an important part on the psyche of the
consumer.
 Place: Places plays an important role in Marketing Communication. From
which store have you bought the goods? It is from Harrods Macy’s or
Nordstorm etc. or Wall Mart? Peoplelike to shop from nice places, suitable
locations etc. They like to shop in places which have a bigchoice and stores
which sell good quality products.
 The store projects its own image through interior decorations, good displays,
the type of customers frequenting the store. Soft nice music adds to the
pleasure of shopping in stores.The sales personal, their behaviour,
mannerisms, looks and well trained and friendly salesmenare an asset.
TOPIC : ADVERTISING MANAGEMENT
MEANING ,NATURE,SCOPE,CLASSIFICATION
PROCESS FUNDAMENTALS & AGENCIES
 Advertising forms one component of the promotion mix. It has become very
popular and useful and has reached the status of an independent discipline. It
has grown at a very fast pace andhas become a special field of study.
Promotion Mix consists of:
 Advertising: It is a non-paid personal form of presentation and promotion of
ideas, goods services by an identified sponsor.
 Personal selling: It is an oral presentation for the purpose of sale.
 Sales promotion: It is an immediate inducement that adds extra value to the
product.
 Publicity: It is the management of functions, that helps public to understand
the policies of the organization.
OBJECTIVES

The purpose of advertising is to:

 Make customers aware of your product or service;
 Convince customers that your company's product or service is right for their
needs;
 Create a desire for your product or service;
 Enhance the image of your company;
 Announce new products or services;
 Reinforce sales people's messages;
 Make customers take the next step (ask for more information, request a
sample, place an order, and so on); and
Nature of Advertising Management

Its nature includes:

 Element of marketing Mix. It is also an important element of marketing Mix
which includes the 4 Ps—Price, Product, Promotion and Physical distribution. A
proper PromotionMix is necessary for the advertisement to be effective.
 Promotion Mix: The elements of promotion mix includes, Advertising,
Sales,Promotion, Personal Selling and Publicity. All these have been described
in detail in the ensuringtext.
 Personal selling involves carrying of the messages of the product to
consumers by individual salesman and make them purchase the product.
 Advertising agency: undertakes the writing of the message and charges for the
same.It helps the advertiser in all possible ways and integrates its effort with that
of the company orthe advertiser.
 Sponsor: is a person who pays for the advertisement. He is identified and discloses
the ideas, message and information to be advertised.
 Persuasion: The message is persuasive and informative. It is creative as well.
Thein advertising.
 Control: The time, place, message and direction of advertising is controlled to
make it effective and purposive. Advertisement can be controlled but publicity
cannot.
 Identifiable: The message and presentation should be recognised by receivers and
customers.
 Target Group: Advertising aims at a target group of audience, while framing an
advertisement target groups are considered. However, it can reach both target
and non-target groups
Scope of Advertising and Promotions

 Message—which has been discussed earlier.

Media—has also been discussed in detail.
Merchandise—It is the buying and selling of the product-
advertisement covers the attributes of the product to be
sold. The outstanding qualities of the product should be
assessedand exposed with emphasis. New and existing
products are advertized to popularise them. A firm is
considered as an important source of advertising.
Advertising Functions
 Advertising creates demand.
 Promotes marketing system.
 Helps middleman.
 Builds image for the organisation.
 Makes customer aware of the price and attributes of the product leading
to greatersales.
 Brings awareness in the masses.
 Consumer demand can be assessed by marketing researchers and
advertising research.
 It helps in expanding the market.
 It helps the middleman to easily sell the product.
 It brings customers and sellers together.
 Advertisement is economical when targeted at the masses.
Different Dimensions of Advertising

 Social dimension of advertising: It informs the society of

various products available, their technology, uses and how the
society can benefit from new innovations, like creditcards,
debit cards, golden cards, global cards, mobile phones, travel
offers etc. Advertising also educates the people and the society
against hazards of life. Cancer, “Smoking is injurious to
health”, hazardous driving, “Better late than never”. Similarly,
we have drive against pollution, against population explosion
etc. Advertising should not deceive the society. It should
notmanipulate the consumers against their will. They can get
exploited by sex appeal.
 Economic dimensions: A lot of money is spent on advertising specially
when expensive Media like T.V. is used to spread the message. There
are various media which canbe used. A lot of employment is
generated as people get involved in copy writing mission, Message,
Media, Money, Measurement of advertising effectiveness etc. are
coordinated. Themost important thing to consider is how much money
is to be spent on various campaigns. Advertising makes the consumer
aware of products and services and provides informationfor making
right decisions. It can encourage consumption and foster economic
growth. Advertising makes entry possible for products and brands into
the market. With larger demandit leads to economies of scale in
production, marketing and in distribution.
 Psycological aspects: One aspect of psycological advertising is that drinking
of Alcohol, Beer, Wine should not be targeted on the children or those below
the age of 21. He undergoes both pre and postpurchase dissonance and the
marketeertries to remove his anxiety by reinforcing his choice.
 Triangle of communication: The triangle shows that the advertiser
has resourceswhich helps him to create messages. These messages
reach the audience with the help of amedia. The audience is exposed
to the message to a certain extent and also gets distracted bymany
factors like noise and other work. The audience then responds to the
message and thefeed back goes to the advertiser. This leads to
researches by the advertiser and his agency.
Ethical advertising

 Advertising must follow certain moral principle, certain rules and should not
degrade or adversely comment on the other products and brands. It should
highlight the positive points ofits own products and be of good standard. It
should not be offensive and in bad taste. It should not predict the sex of an
unborn child and keep away from the unwanted practices adopted by the
advertisers.
 Advertising should not be untruthful, deceptive and should not misguide the
consumers.Some companies advertise about their 2 wheelers and 4 wheelers
vehicle that they will coveramount of kms per litre when in practice the kms
covered are much less. The customer gets deceived by these advertisements.
Sometimes, advertisers have made false claims or failed to award prizes
promised in sweeps takes or contests.The problem of untruthful advertising
and promotion exists at the local level and inspecific areas such as mail order,
telemarketing and other forms of direct marketing.

 .
TOPIC :ADVERTISING AGENCY

 Today advertising agencies are found in virtually every major city on the world and
their role in stimulating economic growth is solidly established. To understand
advertising, we need to examine the functions of an Ad Agency. These are: -
 Talent & Creative productions: The basic function of an Ad Agency is providing
talent. The creative efforts of the art director, the detailed analysis of the
research director and the political understanding of the campaign director, are
just a few examples of the many abilities of Ad Agency personal have to offer. A
business organization or person will contract the services of an ad agency to help
market a product. This function involves processing the information collected from
the client and through research and designing communication material in the form
of advertisements and other publicity material. This also includes planning
creative strategies, copy or script writing, visualization, designing, layout,
shooting of films, editing, giving music, etc.
 Research: The second function of an Ad agency is research. In order to distribute
the message to the public successfully, the agency must first know all that it can
about the product. One of the first jobs is to research the product and the
company, one must learn, one possibly can about both. The research must even
take one close to the heart of the firm’s inner operations. Ad agencies use
research as a tool to test consumer reactions to products and services.
 Distribution & Media planning: The third important function of an ad agency is
distribution. Here you decide what type of message you will create for the
company and what media will be most helpful in sending this message to the
public. On the basis of the media habits (access and exposure) of the target
audience, agency people prepare a media plan. This plan includes which media to
be used, which part of the media to be used, when to place the ads and for how
long to place the ads, etc. media planners keep track of the viewer ship, listener
ship and readership of all kinds of media.