By,Preeti Jog

Objectives
Communication

Process Communication models for urban and rural Communication. Integrated Market Communications

Definition
Communication is transmission of message between sender and receiver

Communication
Message

is transmitted through media. End result of communication is understanding of message. The response of it is from feedback from the recipient. Fails when distorted by noise elements.

Communication Process
Encodes the Message Encoded message in Media

Sender

Noise Distortions

Decoding of the message

Feedback

Response

Receiver

Marketing Communication

Is

a means by which firms attempt to inform, persuade and remind consumers directly or indirectly about product or brand they sell. Marketing Communication is broader ie 4Ps communicates. Most important element is planned Promotional communication.ie.

The Marketing Communication Process

Marketing Manager/Co mpany Feed Back MR Advertising, PR, Sales Presentatio n

Consumer/ TA Target Audience Interpretati on

Ad. Media

Communication and Field of Experiance

Frame of Reference
Source Encoder

Frame of Reference
Message
Decoder Receiver

Field of Reference

Field of Reference

Common frame of Reference and field of experience

Identify TA

Determine Objectives

Design Communic ations

Design Media Mix

Establish Budget

Select Channels

Measure Results

Manage IMC

 Step

Includes assessing the audiences

1: Identifying the target audience

perceptions of the company, product, and competitors company/product image

Step

2: Cognitive, affective, and behavioral objectives may be set 3: AIDA model guides message design

Step

Message Design
Content

Selection

of appeal, theme, idea, or USP

Structure
Format Source

Types

of appeals

Rational appeals Emotional appeals Moral appeals

Message Design
Content

One-sided

vs. twosided messages of argument presentation

Structure
Format Source

Order

Message Design
Content

Message

Structure
Format Source

format decisions vary with the type of media, but may include:
Graphics, visuals Headline, copy or script Sound effects,

voice qualities Shape, scent, texture of package

 Message

Message Design
Content

Structure
Format Source

source characteristics can influence attention and recall Factors underlying perceptions of source credibility:
Expertise Trustworthiness Likability

 Step

4: Selecting Communication Channels

Personal communication channels Effectiveness derives from personalization and feedback Several methods of stimulating personal communication channels exist Nonpersonal communication channels Influence derives from two-step flow-ofcommunication process

Methods of Stimulating Personal Communication

Devoting extra effort to influential individuals or companies Creating opinion leaders Working through influential community members Using influential people in testimonial advertising

Developing advertising with high conversation value Use viral marketing Developing word-of-mouth referral channels Establishing an electronic forum

 Step

5: Establishing the Marketing Communications Budget

Affordability method Percentage-of-sales method Competitive-parity method Objective-and-task method

Step

6: Deciding on the Marketing Communications Mix

 Advertising

Communications Mix Selection

Types

Sales

of promotional tools Selection factors

promotion Public relations and publicity Direct marketing Personal selling

 Consumer

Communications Mix Selection

Types

of promotional tools Selection factors

vs. business market Stage of buyer readiness Stage of product life cycle Market rank

 Step

7: Measure Results

Recognition, recall, attitudes, behavioral responses

Step

8: Manage the Integrated Marketing Communications Process

Provides stronger message consistency and greater

sales impact Improves firms ability to reach right customers at right time with right message

 Any

paid form of non personal presentation of ideas, goods or services by an identified sponsor.

The Five Ms of Advertising

Mission

Objectives

can be classified by aim:

Money
Message Media Measurement

Inform Persuade Remind Reinforce

The Five Ms of Advertising

Mission

Factors

considered when budget-setting:

Stage of product life

Money
Message Media Measurement

cycle Market share and consumer base Competition and clutter Advertising frequency Product substitutability

The Five Ms of Advertising

Mission

Factors

considered when choosing the advertising message:

Message generation Message evaluation and

Money
Message Media Measurement

selection Message execution Social responsibility review

The Five Ms of Advertising

Mission

Developing

media strategy involves:

Deciding on reach,

Money
Message Media Measurement

frequency, and impact Selecting media and vehicles Determining media timing Deciding on geographical media allocation

Major Media Types

Newspapers Television Direct Radio Magazines Outdoor Yellow

mail

pages Newsletters Brochures Telephone Internet

 Deciding

on Media Categories

Target audiences media habits, nature of the

product and message, cost

Media

Timing Decisions

Macroscheduling vs. microscheduling Continuity, concentration, flighting, and pulsing

scheduling options
Deciding

on Geographical Allocation

The Five Ms of Advertising

Mission

Evaluating

advertising effectiveness
Communication-

Money
Message Media Measurement

effect research Sales-effect research

variety of short tem incentives to encourage trial or purchase of a product or services among consumers and trade.

 Purpose

of sales promotion

Attract new trials or brand switchers Reward loyal customers

Increase repurchase rates

Steps in Sales Promotion Program Development

Establish objectives Select consumerpromotion tools Select trade-promotion tools

Select business- and sales force promotion tools Develop the program Pretest the program

Implement and evaluate the program

Major Consumer-Promotion Tools

Samples Coupons Cash refunds (rebates) Premiums Prizes (contests, sweepstakes, games) Patronage awards

Free trials Product warranties Tie-in promotions Cross-promotions Point-of-purchase displays and demonstrations

variety of programs design to promote and protect the companys image or its individual product and firm.

 Public

relations functions:

Press relations Product publicity Corporate communications Lobbying Counseling

 Marketing

Public Relations (MPR)

Plays an important role in New product launches Repositioning of mature brand Building interest in product category Influencing specific target groups Defending products with public problems Building the corporate image
Three

Major MPR Decisions

Major Public Relations Tools

Publications Events Sponsorships Speeches Public-service

News

activities Identity media

 Use

of mail, Phone, Internet, fax etc to communicate directly with or solicit response or dialogue from specific customers or prospects.

 Direct

marketing uses consumer-direct channels to reach and deliver offerings to consumers without intermediaries. Direct marketing is growing and offers consumers key benefits. Firms are recognizing the importance of integrated direct marketing efforts.

Major Direct Marketing Tools

Face-to-face Direct

selling

mail Catalog marketing Telemarketing

Direct-response

TV marketing Kiosk marketing E-marketing

 Steps

in Developing a Direct-Mail Campaign:

Step 1: Set objectives Step 2: Identify target markets Step 3: Define the offer Step 4: Test the elements Step 5: Measure results

 Company-

sponsored activities and programs designed to create daily or special brand related interactions.

 Face

to Face interaction with one or more prospective purchaser for the purpose of making presentations, answering questions and procuring orders.

 Online

activities and programs designed to encourage customers or prospects and directly or indirectly improve awareness and image or procure sales.

 People

to people oral, written or electronic communication that relates to merits or experiences of purchasing or using the product.