Module-1
Prof. Rohin
Marketing
Communication
Effect
Promotion Mix
Advertising
Sales Promotion
Publicity/Public Relation
Personal Selling
Direct Marketing
Internet Marketing
Environment
Mass markets have fragmented, causing
marketers to shift away from mass marketing
Media fragmentation is increasing as well
Improvements in information technology are
facilitating segmentation Integrated Marketing
Communications
The Need for Integrated Marketing
Communications
The Web alone cannot be used to build
brands; brand awareness potential is limited
Best bet is to wed traditional branding efforts
with the interactivity and service capabilities
of online communications
Web efforts can enhance relationships
Integrated Marketing Communications
Integrated Marketing
Communications
The concept under which a company carefully
integrates and coordinates its many
communications channels to deliver a clear,
consistent, and compelling message about the
organization and its products.
IMC implementation often requires the hiring
of a Mar-Com manager. Integrated Marketing
Communications
Steps in IMC
Step 1:
Identifying the Target Audience Affects decisions
related to what, how, when, and where message
will be said, as well as who will say it
Step 2: Determining Communication
Objectives
Six buyer readiness stages Developing Effective
Communication
Buyer-Readiness Stages Developing Effective
Communication
• Awareness
• Knowledge
• Liking
• Preference
• Conviction
• Purchase
Step 3: Designing a Message
AIDA framework guides message design
Message content contains appeals or themes
designed to produce desired results
Rational appeals
Emotional appeals – Love, pride, joy, humor,
fear, guilt, shame
Moral appeals Developing Effective
Communication
Message Structure: Key decisions are required
with respect to three message structure
issues:
Whether or not to draw a conclusion
One-sided vs. two-sided argument
Order of argument presentation
Message Format: Design, layout, copy, color,
shape, movement, words, sounds, voice, body
language, dress, etc. Developing Effective
Communication
Step 4: Choosing Media
Personal communication channels Includes
face-to-face, phone, mail, and Internet chat
communications Word-of-mouth influence is
often critical Buzz marketing cultivates
opinion leaders
Non-personal communication channels
Includes media, atmosphere, and events
Developing Effective Communication
Step 5: Selecting the Message
Source
Highly credible sources are more persuasive
A poor spokesperson can tarnish a brand
Step 6: Collecting Feedback
Recognition, recall, and behavioural measures
are assessed
May suggest changes in product/promotion
Developing Effective Communication.
Setting the Total Promotional Budget
Affordability Method Budget is set at a level
that a company can afford
Percentage-of-Sales Method Past or
forecasted
International market
environment
Marketing communications
in international markets needs to be
conducted with care. ... Other factors that
need to be considered in relation
to international marketing communications
(Promotion) include: The work ethic of
employees and customers to be targeted by
media.
Integrated Marketing
Communication Plan
St
e • Situation Analysis
p
1
St • Marketing Communication
e Objectives
p
2
St • Marketing Communication
e Strategies
p
3
Cont…
St
e • Marketing Communication Mix
p
4
St
e • Scheduling and Budgeting
p
5
St • Implementation, Monitoring and
e Control
p
6
Challenges
Level of Economic Development
a. Newly Industrialized markets
b. Promotional Tools must be carefully
managed
c. Consumer Income Rises.
d. As media proliferate
Challenges in sales promotion, Direct
Marketing & E-Commerce
Characteristics of the product
Competitive environment
Advertising design to differentiate brands
Product moving into growth stage