Module 2: Marketing

Communication
 Marketing Communication
 Marketing communications is a systematic methodology
aimed at creating a niche for a particular product or service
in the market through various modes of communication to
reach the end user.
 The process by which a marketer develops and presents
stimuli to a defined target audience with the purpose of
eliciting a desired set of promotions.
 Marketing Communication Tools

• Direct Tool  Indirect Tools

– Advertising ◦ Public relation
– Personal selling ◦ Sponsorships
– Direct marketing ◦ Word of mouth
– Exhibitions
 Marketing Communication Tools
 Advertising:
◦ Any paid form of non-personal
presentation and promotion of
ideas, goods, or services by an
identified sponsor
 Sales promotion:
◦ Short-term incentives to
encourage purchase or sale of
a product or service
 Publicity/ Public relations:
◦ Building good relations and
corporate image with the
company’s publics using
publicity, and handling
unfavorable events
 Personal selling:
◦ Personal presentation by the
firm’s sales force for the
purpose of making sales and
building customer
relationships
 Interactive/ Internet:
◦ Interactive media which allows
a two-way flow of information
in real time
 Direct marketing:
◦ Direct communications with
targeted individuals to obtain
an immediate response and
lasting customer relationships
 Forget the 4 Ps…think of 4 Cs
• Forget product…study consumer wants and need
• Forget price…understand the consumer’s cost to satisfy that
want or need
• Forget place…think of the consumer’s convenience to buy
• Forget promotions…the word is communication
The Communication Process
Noise Noise Noise Noise Noise Noise
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Sender Noise Noise
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Noise Encoding Noise Noise
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Feedback

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Message
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Media Noise Noise
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Response Decoding Noise Noise
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Receiver
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Steps in Developing Effective
Communication

Step 1. Identifying the Target Audience

Step 2. Determining the Communication Objectives

Buyer Readiness Stages

Awareness
Knowledge

Liking

Preference

Conviction

Purchase
Steps in Developing Effective
Communication

Step 3. Designing a Message

Message Content
Rational Appeals
Emotional Appeals Message Structure
Moral Appeals Draw Conclusions
Argument Type Message Format
Argument Order Headline, Copy, Color,
Words, & Sounds,
Body Language

Attention Interest Desire Action

Steps in Developing Effective
Communication

Step 4. Choosing Media

Personal Communication
Channels

Nonpersonal Communication
Channels

Step 5. Selecting the Message Source

Step 6. Collecting Feedback

 Developing Effective Marketing
Communications

Affective
Feelings
Beliefs Emotions
Knowledge
Objectives
Cognitive Behavioral
Intentions
Actions
• Who is the target?
• Which readiness stage?
– Awareness
– Knowledge
– Liking
– Preference
– Conviction
– Purchase
This ad is targeted to single women to
buy diamond rings for themselves –
not to wait for the diamond for their
left ring finger but to consider the
other hand. Most women are aware
of diamond rings, but this ad works to
build knowledge and understanding
that buying a diamond for themselves
is a good idea. Some might say it is
preference and choosing the diamond
over another ring or piece of jewelry.
• What is appeal?
– Rational appeals
– Emotional appeals
• Love, pride, joy,
humor, fear, guilt,
shame
– Moral appeals
 Advertising
• Any paid form of non-
personal communication
about an organization,
product, service, or idea by
an identified sponsor.
• Start the process of brand
communication.
• Let the audience know
about brand.
• Allow to create an instant
bond with the end user.
 Types of Advertising
• Digital advertising
– Television advertising / Music in advertising
– Radio advertising
– Online advertising
– Product placement
• Physical advertising
– Press advertising
– Mobile billboard advertising
– In-store advertising
– Celebrity branding
 Public Relation
• Public Relations is the management function that
establishes and maintains mutually beneficial
relationships between an organization and the
publics on whom its success or failure depends.

• It is an important part of the marketing mix and

used widely in public and private enterprises. A
discipline which looks after reputation, with the
aim of earning understanding and support,
influencing opinion and behavior
Public Relation Defined
Comparing Public Relations and
Advertising

Public Relations Differs From Advertising in Three

Important Ways:

Media Use Control Credibility

Advertising Advertising – Advertising-

Pays More Some
PR PR – Less PR – Much
Persuades More

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The Objective of Advertising
The Five Ms of Advertising
 Characteristics of Advertising
Advertising

Communication Mode Indirect and non-personal

Feedback Amount Little
Feedback Speed Delayed
Message Flow Direction One-way
Message Content Control Yes
Sponsor Identification Yes
Reaching Large Audience Fast
Message Flexibility Same message to all audiences
Marketing Public Relations (MPR)

Advertising and Public Relations Overlap in

Marketing Public Relations (MPR), Which is the
Process of Planning, Executing, and Evaluating
Programs That Encourage Purchase and
Consumer Satisfaction Through Credible
Communication of Information and Impressions
That Identify Companies and Their Products With
the Needs, Wants, Concerns, and Interests of
Consumers.
 Marketing Public Relation
• Long-term strategic image building, developing
credibility, raising the organisation’s profile, and
enhancing other marketing activities.
• Marketing Public Relation is the process of
planning and evaluating programs that encourage
purchase and customers satisfying through
credible communication of information and
impression that identify companies and their
products.
 Marketing Public Relation
• 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
– Creating advertising news where there is no product news
– Introducing a product with little advertising
– Providing a value-added customer service
– Building brand-to-customer bonds
– Giving consumers a reason to buy
 Sponsorships

A business relationship between a provider of funds,

resources or services and an individual, event or
organisation which offers in return some rights and
association that may be used for commercial advantage.
 Types of Sponsorship
• Sport
• Broadcast
• Cause related

Role of sponsorship
– To support the broader PR strategy.
– Provide a venue for meeting key customers/suppliers.
– Improve awareness and attitudes towards company or
individual brands.
– Support employee, government and company relations.
– Support wider marketing objectives.
– Capture imagination of publics.
 Exhibitions

• Work on “ SEEING IS BELIEVING”

• Brings together buyers, sellers and competitors
• Facilitate easy comparison
 Packaging
 Physical container or wrapping for a product.

• Represents size, shape, and final appearance

• 10% of retail price is packaging

Functions of Packaging
Promote and sell the product

vs.

Define product identity

Why not a plain clear package for chocolate?

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Functions of Packaging

Provide information
Direction, guarantees, and hazards

Meet customer needs

Various sizes

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Functions of Packaging

Ensure safe use

Protect the product

During shipping, storage, and display

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 Sales Promotion
• According to the International Chamber of Commerce-
‘Marketing devices and techniques which are used to make
goods and services more attractive by providing some
additional benefit, whether in cash or in kind or the
expectation of such benefit.’

Get one on one with the customer.

 E-Marketing
• E-Marketing is the use of information technology in the
process of
– Creating, communicating and delivering value to
customers
– Managing customer relations
• E-Marketing is the fusion of IT with traditional
marketing
• Effects of E-Marketing on a traditional marketing
company
– Increases efficiency and effectiveness of marketing
– Transforming marketing strategies
– Helps in identifying new business models
– Increase customer satisfactions
– Increase company profits
Consumer behavior is changing
We influence each other differently
İnternet marketing tools
 Customer Service
Service is the most integral part of making your
business thrive and A company’s most vital asset
is its customers.

• Any or all interactions which the customer has

with organization while conducting business
• It is ability to provide a service or product in the
way it has been promised
• It is also about treating customers with respect,
individuality, and personal attention
 Good, Bad, & Excellent Service

Good service is when the Bad Service is when When the customer
customer gets customer gets treatmentgets a little more than
treatment that meets which is less than his/herwhat
his/her expectations. expectations he/she expected, Good
Service becomes
Excellent Service

+
Customer What What
Customer
Expectation Customer Customer
Expectation Customer What
receives receives Expectation Customer
receives
 Merchandising
• Is the art of placing a product where it will
generate maximum sales and profit.
• Sales promotion is a tool used to bring
customers through the door, while
merchandising is what encourages them to
buy.
 MERCHANDISING INCORPORATES
 Location of outlet
 Store layout
 Displays
 Stock selection and buying
 Fixtures and fittings
 Buying environment
 Promotions
 Stock management
 Promotions
 Space allocation
 Point of Purchase Display
• Materials used in the retail setting to attract
shoppers’ attention to a brand, to convey
primary product benefits, or highlight pricing
information.
• Displays may feature “price-off” deals as well.
• Point-of-Point promotions can help win precious
shelf space and exposure in a retail setting.
• Point-of-Point display should be designed to draw
attention to a brand, increase turnover, and possibly
distribute coupons.
 Objectives of Point-of-Purchase
• Draw consumers’ attention to a brand in the
retail setting.
• Maintain purchase loyalty among brand loyal
users.
• Stimulate increased or varied usage of the
brand.
• Stimulate trial use by users of competitive
brands.
 Direct Marketing
• 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.
 Direct Marketing Tools

Major Direct Marketing Tools

Face-to-Face Direct Mail

Online Catalog

Kiosk Telemarketing

TV Marketing
 Channels of Direct Marketing
 Direct Marketing is much more than direct mail and mail
order catalog. It involves a varity of activities including
 Database management
 Direct mail
 Telemarketing
 Email Marketing
 Door-to-Door Leaflet Marketing
 Broadcast faxing
 Voicemail Marketing
 Couponing
 Direct-response television marketing
 Direct selling
 Sales Management
• Sales Management is the attainment of sales
force goals in an effective and efficient manner
through planning, staffing, training, leading, and
controlling organizational resources.

PERSONAL
SALES SALES
FIRM CUSTOMER
MANAGER REPRESENTATIV
E

VALUE