Marketing Communication

Ravi Shanker
Marketing: A set of activities whereby an
organization creates the transfer of Value
(exchange) between themselves & their
customers

Communication: A process whereby

commonness of thought is established &
meaning is shared between two parties

Marketing communication: A collection of all

elements in an organization's Marketing Mix
that facilitates exchanges by establishing
shared meaning with the organization's
customers
Role of Marketing Communication

 Inform
 Educate
 Persuade
 Remind and motivate
action
 Maintain relationships
 PRODUCT
CHOICES PHY. &
NEED TO MAINTAIN EMOTIONAL
MARKET SHARE DISTANCE

TO REMAIN
COMPETITIVE
WHY
DURING PERIODS PROMOTE INTENSE COMP.
OF LOW
DEMAND

BASIC PHYSIOLOGICAL
HIGH COST OF
NEED SATISFACTION TO
PROMOTION
DESIRES
SIX “M”s OF MARKETING

Merchandise: what are the important benefits of

the products/services to be sold.
Markets: who are the people to be reached.
Motives: why would these people buy or fail to buy.
Message: what are the key ideas, information and
attitudes. To be conveyed, to move the prospect
closer to the ultimate aim of a sale.
Media: how can prospects be reached.
Measurement: what method is proposed to measure
accomplishment in getting the intended message
across to the intended audience.
THREE MODES OF MARKETING

There are three ways in which

Marketers seek to manage the
demand of their offers…
BASIC OFFER

•PRODUCT ITSELF TERMS OF SALES

•PRICE
•DISCOUNT
•CREDIT
•WARRANTIES
PERSUASIVE COMMUNICATION

- Impersonal Verbal Messages

(Advertising publicity)

- Personal Verbal Messages

(Personal selling,
Word-of-mouth)

- Non Verbal Messages

(Packaging, brand name)
- Direct mail
 PROMOTIONAL INDUCEMENTS

Extra substantive benefits beyond the

benefits of basic offer:

- Character of the basic offer

(Free sample, trial use)

-Price related inducements

(Discount, money-off-coupons)

- Inducements that are extra to the

basic offer
(Premiums, contests)
 CONFERENCES

SPONSORSHIPS PERSONAL SELLING

LITERATURE
PACKAGING INTEGRATED
COMMUNICATION
PACKAGE MARKETING-PR
DIRECT
MAILERS CONTESTS

SALES PROMOTION
ADVERTISING
 STEPS OF THE
CAMPAIGN PLANNING
PROCESS
I. Whom are we talking to?
The TA

Potential buyer, current user Influencer,

decider

Individuals, groups, specific publics or…

Their perceptions about: co, product, Brand

preferences, media habits

Where are we?

Why we are there?

II What is the desired response?

Ultimate (of course) purchase

Identify buyer-readiness stage & where the

TA is
At a particular time

Cognitive know

Affective feel

Behavioural act
RESPONSE HIERARCHY
ACTION

CONVICTION

PREFERENCE

LIKING

KNOWLEDGE

AWARE

UNAWARE
III. What to say?

To produce the desired response.

Objectives of the campaign

V/s message contents
Iv. How to say. It logically?

Structuring message by formulating

benefits, motivators, reasons

Is it the big idea

Does it give the right strokes ie, the

right appeal
APPEALS: THE 4 TYPES
V. How to say symbolically?

Un-noticed-un-sold

Good message strategy V/s poor format

(Doesn’t stand out of the clutter,
(Doesn’t attract attention-least impactful)

Print: headline, copy, illustration, color

Radio: words, music, vocal quality,

Vocalization

TV : all
 What media should be used?

MEDIA TYPES

Personal Influence Non-personal

channel Influence channel
WOM Mass media
Social channel PR-able Events
Expert channel
Advocate channel
Vi. What media should be used?

Understand 3 things about Media

Medium as a Medium
Medium as a Vehicle
Medium as the Message