AN OVERVIEW OF MARKETING COMMUNICATION

BY: SAKSHI GUPTA ROLL NO: 45 MBA 2012-14

Discussion Questions
1.What is the role of marketing communications? 2.What are the major steps in developing effective communications? 3.What is the communications mix, and how should it be set? 4.What is an integrated marketing communication

program?

Market Communication
Inform

Remind

Persuade

Steps in Developing Effective Communications

Identify Target Audience

Determine Objectives

Design Communication

Decide on media mix

Establish Budget

Select Channels

Measure Results

Manage IMC

Identify the Target Audience

Potential Buyers

Deciders or Influencers

Current Users

Determine Objectives
Category Needs

Brand Purchase Intention

Brand Attitude

Brand Awareness

Design Communications
What to say? (Message Strategy)

Who should say it? (Message source)

How to say it? (Creative Strategy)

Select Channels

Personal Communications

Non Personal (Mass) Communications

Establish Budget
Competitive-Parity

Affordable Method

Objective-and-Task

Percentage-of-Sales

Marketing Communications Mix

Advertising

Word-of-Mouth
Events and Experiences

Direct and Interactive Marketing

Sales Promotion Public Relations and Publicity

Personal Selling

Advertising
Pervasiveness Amplified expressiveness Impersonality

Sales Promotion
Communication Incentive Invitation

Public Relations And Publicity

High Credibility Ability to catch buyers off guard Dramatization

Events and Experiences

Relevant Involving Implicit

Direct and Interactive Marketing

Customised Up to date Interactive

Word-OfMouth Marketing
Credible Personal Timely

Personal Selling
Personal Interaction Cultivation Response

Factors in Setting the Mix

Type of Product Market

Buyer-Readiness Stage

Product Life-Cycle Stage

Measuring Communication Results

Reach

Frequency Awareness

Attitudes

Integrated Marketing Communication

American Association of Advertising Agencies, defines integrated marketing communication as a concept of marketing communication planning that recognises the added value of a comprehensive disciplines-for example, general advertising, direct response, sales promotion, and public relations-and combines these disciplines to provide clarity, consistency, and maximum impact through the seamless integration of messages.

Coordination and Implementation

Stage 1

Stage 2

Stage 3

Promotions

Direct Sales