CONCEPTS AND IMPORTANCE

OF COMMUNICATION
1. INTRODUCTION

2. COMMUNICATION MODELS

3. IMC

4. FUNCTIONS OF ADVERTISING

5. 5 M’s
 COMMUNICATION PLAN

Strategic Business Plan

Marketing Plan

Communication Plan

Advertising Sales Promotion PR and Publicity Direct Marketing

Programs and Budgets

Review and Evaluate

INTERPERSONAL Vs MASS COMMUNICATION
.

Factor Interpersonal Mass Communication

Communication

Speed with which a large Slow Fast

audience is reached

Cost of reaching a large High Low

audience

Attention-arresting High Low

capability

Content Clarity High Moderate to low

Accuracy of message Low High

Message flow traffic Two-way One-way

Feedback High Two-way

 PERSONAL
ADVERTISING
SELLING

PROMOTION
EFFECTIVENESS

PR

SALES
PUBLICITY

AWARENESS INTEREST DESIRE ACTION

AIDA
 STAGES IN ADVERTISING COMMUNICATION

ATTENTION : Using words like “free”, “new”, “introducing”, etc to

get attention of the consumer

INTEREST: Headlines and illustrations are used to provoke

interest in buying the product

DESIRE: One interest is aroused in a product, consumer should

feel the desired to own and posses the product

ACTION: The logical conclusion of interest arousal and conviction

is action to buy the product .
 PERSUATION MODEL BY AAKER AND MYERS

Awareness
of the brand

Information of
the brand

Creation of
brand image Purchase
Ad exposure Brand behavior
Association attitude
with brand

Linkage of
brand

Reminder
 MODEL OF COMMNICATION PROCESS

Source Encoding Message Decoding Receiver Respon

se

Source’s field Receiver’s field

Feedback
 Definition
IMC is a concept of marketing communications that
recognizes the added value of a comprehensive plan
that evaluates the strategic role of a variety of
communications discipline.- e.g.: general advertising,
direct response, sales promotion and PR – and
combines these disciplines to provide clarity,
consistency and maximum communications impact
through the seamless integration of discrete
messages.
 REVIEW OF MARKETING PLAN

ANALYSIS OF PROMOTIONAL PROGRAM SITUATION

.

ANALYSIS OF COMMUNICATION PROCESS

BUDGET DETERMINATION

DEVELOP INTEGRATED MARKETING COMMUNICATIONS PROGRAM

AD DIRECT INTRACTV SALES PR PERSONAL

MKTG INTERNAL PROMOTIO PUBLICITY SELLING
MKTG N

AD DM IIM SP PR PS
OBJECTIV OBJECTIV OBJECTIV OBJECTIV OBJECTIV OBJECTIV
ES ES ES ES ES ES

AD DM IIM SP PR PS
STRATEGY STRATEGY STRATEGY STRATEGY STRATEGY STRATEGY

AD MSG DM MSG IIM MSG SP MSG PR MSG PS MSG

MEDIA MEDIA MEDIA MEDIA MEDIA
MEDIA
 Review of marketing plan
 Examine overall marketing plan and
objectives

 Role of advertising and promotion

 Competition analysis

 Assess environmental influences

Analysis of promotional program
 Internalanalysis
 Promotional department organization
 Firms ability to implement promotional program
 Agency evaluation and selection
 Review of previous program results

 Externalanalysis
 Consumer behaviour analysis
 Market segmentation and target market
 Market positioning
Analysis of communication process
 Analyze receiver's response process

 Analyze source, message and channel

factors

 Establishcommunication goals and

objectives
 Budget determination
 Set
tentative marketing communication
budget

 Allocate tentative budget

 Develop IMC program
1. Advertising
 Set ad objectives
 Determine ad budget
 Develop ad message
 Develop ad media strategy

2. Direct marketing
 Set direct marketing objective
 Determine direct marketing budget
 Develop direct marketing message
 Develop direct marketing media strategy
 3. Interactive internal marketing

 Set interactive internet marketing strategy

 Determine interactive internet marketing budget
 Develop interactive internet marketing message
 Develop interactive internet marketing media strategy

4. Sales promotion
 Set sales promotion objective
 Determine sales promotion budget
 Determine sales promotion tools and develop message
 Develop sales promotion media strategy
 5. Public relations

 Set PR objective
 Determine PR budget
 Develop PR message
 Develop PR media strategy

6. Personal selling
 Set personal selling and sales objective
 Determine personal selling and sales budget
 Develop sales message
 Develop selling roles and responsibilities
 Integrate and implement IMC
strategies
 Integratepromotional marketing strategies
 Create and produce ads
 Purchase media time, space, etc.
 Design and implement direct mktg programs
 Design and distribute sales promotion material
 Design and implement PR programs
 Design and implement interactive internet
marketing program
 Monitor, evaluate and control IMC
program
 Evaluate promotional program result

 Take
measures to control and adjust
promotional strategies.
FUNCTIONS OF ADVERTISING
 TO
EVALUATE THE RESULTS, IT IMPLIES THAT
THERE NEEDS TO BE A MEASURE SUCH AS
MARKET SHARE OR BRAND AWARENESS
ASSOCIATED WITH THE OBJECTIVE.

 A MARKETINGORIENTED OBJECTIVE WOULD

SPECIFY WHAT SEGMENTS AN ORGANIZATION
WILL ATTEMPT TO SERVE AND THE WANTS AND
NEEDS OF THOSE PEOPLE ON WHOM IT WILL
CONCENTRATE.
 CAUSES OF WASTE IN ADVERTISING

 WRONG PRODUCT

 UNCLEAR TARGET MARKETS

 USE OF INAPPROPRIATE APPEAL

 USE OF EXAGGERATED CLAIMS

 INAPPROPRIATE MEDIA MIX SELECTION

 SMALL NICHE MARKETS BUT HEAVY ADVERTISING

EXPENDITURE

 INADEQUATE CO-ORDINATION WITH ALL OTHER

ELEMENTS OF THE MARKETING MIX.

 WRONG TIMING OF THE LAUNCH

 EXPENDITURE INCURRED TO REVIVE OBSOLETE

PRODUCTS
 FIVE M’s OF
ADVERTISING
•MISSION

•MONEY

•MESSAGE

•MEDIA

•MEASUREMENT
 1.MISSION

• SALES GOALS

• ADVERTISING OBJECTIVES
 2.MONEY
 Stages in PLC

 Market share & consumer base

 Competition & clutter

 Ad frequency

 Product
 3.Message
 Message generation

 Message evaluation & selection

 Message execution

 Social responsibility
 4.Media
 Reach, Frequency, Impact

 Major media types

 Specific media vehicles

 5.Measurement
 Communication impact

 Sales effect