Marketing communications

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  • 1. Marketing Communications
    • PowerPoint by
    • Pankaj Kumar
    • Rai Business School
  • 2. Objectives
      • How does communication work?
      • What are the major steps in developing an integrated marketing communications program?
      • Who should be responsible for marketing communication planning?
  • 3. Marketing Communications The means by which firms attempt to inform, persuade, and remind consumers, directly or indirectly, about the products and brands they sell.
  • 4. Communications Platforms
    • Advertising
    • Sales Promotion
    • Public Relations and Publicity
    • Personal Selling
    • Direct Marketing
  • 5. Table : Common Communication Platforms The Communication Process Electronic shopping Samples Annual reports Fairs and trade shows Motion pictures Telemarketing Incentive programs Seminars Sampling Packaging inserts Mailings Sales meetings Speeches Premiums and gifts Packaging-outer Catalogs Sales presentation Press kits Contests, games, lotteries Print and broadcast ads Direct Marketing Personal Selling Public Relations Sales Promotion Advertising
  • 6. Elements in the Communication Process
  • 7. Figure : Steps in Developing Effective Communication
  • 8. Identify the Target Audience
    • Image analysis ( The set of beliefs, ideas, and impressions a person holds regarding an object.)
        • Familiarity scale
        • Favorability scale
    Know Very Well Know a Fair Amount Know a Little Bit Heard of Only Never Heard of Very favorable Somewhat Favorable Indifferent Somewhat Unfavorable Very Unfavorable
  • 9. Determine the Communication Objective
      • Brand Awareness
      • Brand Attitude
      • Brand Purchase Intention
  • 10. Design the Message
    • Message strategy
    • Creative strategy
    • Message source
  • 11. Select the Communication Channels
    • Personal Channels
      • Face-to-face
      • Person-to-audience
      • Telephone
      • Email
      • Instant messaging
      • Websites collecting consumer reviews
    • Non Personal Channels
      • Media
      • Sales promotions
      • Events
      • Public relation
  • 12. Establish the Total Marketing Communications budget
    • “ I know that ½ of my advertising is wasted, but I don’t know which ½”
    • - John Wanamaker
    • Affordable Method
    • Percentage-of-Sales Method
    • Competitive-Parity Method
  • 13. Deciding on the Mix
    • The Promotional tools
      • Advertising
      • Sales Promotion
      • Public Relations and Publicity
      • Personal Selling
      • Direct Marketing
  • 14.
      • Measure the Communications’ Result
  • 15. Managing the Integrated Marketing Communications Process
      • Integrated Marketing Communications (IMC)
  • 16. Reference
    • Marketing mgt. (Kotler & Keller)
    • Google Search
  • 17.
    • Thank You