Marketing

Communication.

3/11/16

Miss Kirti Kiran, Asst Professor,

DMAC

UCOM- 601

Why is communication
needed?

Product Information.
Usage Education.
Consistent Reinforcement.
Persuasion
Diffrentiation
Repositioning
Buliding brands and extensions

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Miss Kirti Kiran, Asst Professor,

DMAC

Marketing Communication Mix

Advertising

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Miss Kirti Kiran, Asst Professor,

DMAC

Advertisi
ng

S.P.

Events

PR/ PUB

Direct
Marketin
g

Personal
Selling

Print/TV

Coupons

Sports

Speeches

TV
shopping

Sales
Presentat
ion

Packagin
g

Rebates

Entertain
ment

Annual
Reports

Fax

Samples

Cinema

Low int
Financing

Causes

Charitabl
e
Donation
s

Email

Incentive
Prog

Posters

Loyalty
Prog

Street
Activities

Publicity

Cos Blog

Fair Trade
and
shows

Festivals

Communi
ty
Realtions

Websites

Exhibition
s

Billboards Exhibits

Display
Signs

Lotteries

POP
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Displays.

Gifts

Cos
Magazine
Miss Kirti Kiran, Asst Professor,
DMAC

Communication Process

3/11/16

Miss Kirti Kiran, Asst Professor,

DMAC

Developing Effective
Communication

IDENTIFYING THE TARGET AUDIENCE

The process must start with a clear target
audience in mind: potential buyers, current users,
deciders or influence as like individuals groups or
particular public. The target audience is a critical
influence on the communication process. The
study of the target market is done by studying
the following
Image analysis :The audience analysis can be
done by assessing the current image of the
company, its products and its competitors.
Image is a set of beliefs, ideas and
impression that a person holds regarding an
object. PeoplesMissattitude
and action towards
Kirti Kiran, Asst Professor,
3/11/16
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DMAC
an object is conditioned by the image.
I)

 The first step is to measure the target audience

knowledge of the object by using a family edit a
scale
Never heard of - heard of - Know little
bit - know a fair amount - Know very well.
This scale will help to measure the awareness
regarding the product.
The next thing to be measured is how people feel
about product on the favorability scale.
Very unfavorable - somewhat unfavorable
indifferent-somewhat favorable - very
favorable.
Through this the company can find out whether the
product has a negative image or positive image.
3/11/16

Miss Kirti Kiran, Asst Professor,

DMAC

II) DETERMINING COMMUNICATION OBJECTIVES

Once the target market and its

perceptions are identified, the
marketing communicator must decide
on the desired audience response.
The marketer may seek a cognitive,
affective or a behavioral response.
Marketer might want to put something
into the consumers mind, change in
attitude of the consumer to act.
3/11/16

Miss Kirti Kiran, Asst Professor,

DMAC

 Awareness: if the target audience is unaware of the product, the

communicator has to build awareness through simple messages.
Knowledge: the target audience may have product awareness but not
know details. Then the communication objective is to give the target
audience the necessary information.
Liking: the feeling of the target market is also important. If the audience
feels unfavorably about the product, and communicator has to run a
campaign to improve the image. However good deeds must follow good
words.
Preference: the target audience might like the product but not prefer
that to others. The communicator must try to build consumer preference
by promoting quality, value, performance and other features.
Conviction: though the target audience might prefer a particular product
but they may not develop a conviction about buying it. The communicator
for job is to build the conviction that the product is the best choice.
Purchase: consumers often wait for more information or plan before
acting. The communicator leads them through the final steps by offering
the product at a lower price, offering a premium or some other incentive
to buy.

3/11/16

Miss Kirti Kiran, Asst Professor,

DMAC

III)DESIGNING THE MESSAGE

The communicator has to develop an effective message.

Ideally the message should gain attention, hold interest,
arouse desire and compel action. To format a message
certain problems have to be solved - what to say, how to
say it logically, how to say it symbolically, and who should
say it.
Message content: (what to say )
The message content searches for the unique selling
proposition. There are basically three types of appeals.
The rational appeal engages self-interest. It claims that
the product will produce certain benefits like quality,
economy, value or performance. Industrial buyers are
mostly responsive to rational appeals. They are
knowledgeable about the product, trained to recognize
value and accountable for their choices. Consumers who
buy expensive products also gather information and
estimate benefits.
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Miss Kirti Kiran, Asst Professor,

DMAC

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 Emotional appeal attempts to stir up negative or positive

emotions to motivate the purchase. Communicators also
use negative appeals such as fear, guilt and shame to get
people to do things. (brushing teeth, having an annual
health check up, stop smoking or overeating). Fear appeals
works best when they're not too strong. Communicators
also use positive emotions like humor, love, pride and joy.
Humorous messages attract attention but sometimes they
wear out their welcome and detract from comprehension.
Moral appeals are directed to the audience sense of what
is right and proper. Some advertises believe that messages
are most persuasive when they are moderately discrepant
with the beliefs of the audience. Messages that state only
what the audience believes is reinforcing, if the messages
are too discrepant, they will be disbelieved.

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Miss Kirti Kiran, Asst Professor,

DMAC

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Message format : ( how to say it symbolically)

The communicator must develop a strong message
format.
In a print ad, the communicator has to decide on
headline, copy, illustration and color.
If the ad is carried over the radio, the communicator
chooses the words, voice quality and vocalization.
If the message has to be carried on television or in
person, then all these elements plus body language
have to be planned.
Presenters have to pay attention to facial expressions,
gestures, dressed, poster and hairstyle.
If the messages is carried by the product or its
packaging, then the color, texture, scent, size and
shape is important.
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Miss Kirti Kiran, Asst Professor,

DMAC

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Message source: (who says it)

Messages delivered by attractive or popular sources
achieve higher attention and recall. That is why advertisers
often use celebrities and spokespeople.
Credibility is determined by expertise, trustworthiness and
likeability.
Expertise is the specialized knowledge of the
communicator; trustworthiness is related to how objective
and honest the source is perceived to be and likeability
refers to attractiveness or naturalness which make the
source more likable.
If a person has a positive attitude towards a source and a
message, or a negative attitude towards both, a state of
congruity is said to exist.
If they are not so, an attitude change will take place in the
direction of increasing the amount of congruity between the
two evaluations.
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Miss Kirti Kiran, Asst Professor,

DMAC

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IV) Choosing Media

The communicator must select the
channels of communication
Personal and non- personal
communication.
Two or more person communicate
directly with each other
Allows public addressing and feedback.
Non personal communication media
that carry messages without personal
contact or feedback, including major
media , atmospheres and events.
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Miss Kirti Kiran, Asst Professor,

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VI)Collecting feedback
After sending the message, the
communicator must research its
effect on target audience members.
Whether they remember the
message, how many times they saw
it, what points they recall, how they
felt about the product, their present
and past attitudes towards the
product
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Miss Kirti Kiran, Asst Professor,

DMAC

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Setting Promotion Budget

1. Affordable method- Setting the
promotion budget at the level
management thinks the company
can afford.
2. Percentage of Sales Method- Setting
the promotion budget at a certain
percentage of current or forecasted
sales or as a percentage of unit of
Sales price.
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Miss Kirti Kiran, Asst Professor,

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3. Competitive Parity Method : Setting

the promotion budget to match
competitors outlay.
4. Objective and Task Method Defining specified objective.
Determining the tasks to be
performed.
Estimating the cost to perform these
tasks.
(The sum of these costs is the
proposed promotion budget.)
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Miss Kirti Kiran, Asst Professor,

DMAC

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Promotional Strategies

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DMAC

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Miss Kirti Kiran, Asst Professor,

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Pull strategy
A pull strategy stimulates demand and motivates
customers to actively seek out a specific product.
It is aimed primarily at the end users. A strong and visible
brand is needed to ensure the success of a pull strategy.
The different ways a company can use a pull strategy to
promote a brand include:
Advertising strategies that include mass media
promotion of a product
Customer relationship management that makes
existing customers aware of new products that will
fill a specific need
Referrals
Sales promotions and discounts
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Miss Kirti Kiran, Asst Professor,

DMAC

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 Using these strategies will create a demand for the

product.
With that demand, retailers will be encouraged to
seek out the product and stock it on their shelves.
For instance, Apple successfully uses pull
strategies to launch iPhones or iPads.
Likewise, music has also fallen under pull
strategies due to digitization and the
emergence of social networking websites.
Music platforms such as iTunes, Grooveshark
and Spotify are reflective of the power shift
from providers to consumers. Merchants
must adapt their strategies to pull in
demand, rather than push products--in this
case, music--to consumers.
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Miss Kirti Kiran, Asst Professor,

DMAC

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Miss Kirti Kiran, Asst Professor,

DMAC

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Push strategy
A push strategy places the product in front
of the customer, via a form of
advertisement, to make sure the consumer
is aware of the existence of the product.
This type of strategy works well for low
value items and impulse buy items . The
different ways a company can use a push
strategy to increase awareness of a
product include:

3/11/16

Miss Kirti Kiran, Asst Professor,

DMAC

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 At trade shows and showrooms, businesses can

demonstrate the product's features to potential
customers.
Companies can encourage retailers to stock a product.
Sometimes a company has to negotiate with a retailer
to stock a specific item because retailers have limited
store space and need to stock items they know will sell.
Companies can create a supply chain so that retailers
can obtain the product in sufficient quantities.
Push strategies work best for merchants that already
have an established relationship with users.
For example, cell phone providers proactively send (i.e.
push) advertisements via text or MMS messages to
mobile customers regarding promotions and upgrades.

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Miss Kirti Kiran, Asst Professor,

DMAC

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