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Marketing Communications - 1 Introduction
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Marketing Communications - 1 Introduction

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Modern marketing process involves something more than just developing a good product, pricing it attractively & making it accessible. It calls for communication with the present & potential …

Modern marketing process involves something more than just developing a good product, pricing it attractively & making it accessible. It calls for communication with the present & potential stakeholders & the general public. For most companies today, the question is not whether to communicate, but rather what to say, to whom, & how often.

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  • 1. MARKETING COMMUNICATIONS ADVERTISING, PUBLICITY & BRAND MANAGEMENT By Himansu S M / 20-Jul-2013
  • 2. THEORETICAL UNDERSTANDING OF MARKETING COMMUNICATIONS • WHAT IS MARKETING • The shortest definition of Marketing Management is “Meeting Needs Profitably”.
  • 3. WHAT IS MARKETED-1 Marketing people are involved in marketing 10 types of entities – • Goods – physical products, consumer products, consumer durables • Services – transport, repair & maintenance, legal, financial, consultancy, hotel, specialised skills • Experiences – theaters, opera, Disney-world, ocean cruise, cinema, music concerts
  • 4. WHAT IS MARKETED-2 • Events – trade shows, sports, world cups, vintage car rally, fashion shows, artistic performance shows • Persons – celebrity marketing, film stars, politicians, artists, performers, advertisers • Places – cities, states, countries for tourism, leisure & place for industrialisation & business
  • 5. WHAT IS MARKETED-3 • Properties – ownership of tangible properties like real estate, house, apartment, farm house, precious metals and intangible properties like financial portfolio of various securities • Organisations – building up identity, image, reputation, and value in the minds of consumers
  • 6. WHAT IS MARKETED-4 • Informations – can be packaged & marketed as a product – text books, encyclopaedias, magazines & journals on literature, science, technology, medicine space, now available thru internet • Ideas – concept regarding a utility, business opportunity, advertising / marketing ideas, scientific & technical, social, financial, psychological etc.
  • 7. MARKETING COMMUNICATIONS • The “Communications” in the marketing context is in the 4th “P” - “PROMOTION” of the 4Ps of Marketing. The 4Ps are : • PRODUCT, • PRICE, • PLACE & • PROMOTION
  • 8. INTRODUCTION • Modern marketing process involves something more than just developing a good product, pricing it attractively & making it accessible. It calls for communication with the present & potential stakeholders & the general public. For most companies today, the question is not whether to communicate, but rather what to say, to whom, & how often.
  • 9. INTRODUCTION • In a simple marketing system there is a two- way flow of entities between • the “Industry” (a collection of marketers) and • the “Market” (a collection of buyers) • They are given in the following matrix, and we clearly see that it’s a two-way process:
  • 10. FLOW OF ENTITIES Entities that flow from Industry to Market are • Goods / Services, • Communications. Entities that flow from Market to Industry are • Money, • Information / Feedback.
  • 11. COMMUNICATIONS • Communication and information have attained so much of refinement and popularity, that the world has become a global village. • Despite the incidents of hatred and distrust, the world has shown that it is united by the instant & relentless communications. • In addition to being a global force communication is the unique tool that marketers use to persuade the consumers to act as in a desired way, say to vote, to buy, to donate, to patronise, etc.
  • 12. COMMUNICATIONS • Communications take many forms, like verbal, visual or symbolic, and convey special meaning that the marketers want to impart to the consumers. • Communications can evoke emotions that put consumers in more receptive frames of mind, and it can encourage purchases that help consumers solve problems or avoid negative outcomes. • In short, Communications is the bridge between marketers & consumers, and between consumers & their socio-cultural environments.
  • 13. THE MARKETING COMMUNICATIONS MIX • This is a way of looking at the whole marketing process from the viewpoint of the customer (-Kotler). • The modern marketing communications mix (also called the Promotional mix) consists of Six major tools or models of communications (which may be further sub-divided), they are:
  • 14. THE MC MIX – 1 & 2 –Advertising: Any paid form of nonpersonal presentation & promotion of ideas, goods, or services by an identified sponsor. –Sales Promotion: A variety of short term incentives to encourage trial or purchase of a product or service.
  • 15. THE MC MIX – 3 & 4 –Public Relations & Publicity: A variety of programmes designed to promote or protect a company’s image or its individual products. –Personal Selling: Face-to-Face interactions with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders.
  • 16. THE MC MIX – 5 & 6 –Direct & Interactive Marketing: Use of mail, telephone, fax, e-mail, or internet to communicate directly with or solicit response or dialogue from specific customers and prospects. –Events & Experiences: Company sponsored activities and programmes designed to create daily or special brand related interactions.
  • 17. Advertising • Print & Broadcast Ads • Packaging – Outer • Packaging – Inserts • Motion Pictures • Brochures & Booklets • Posters & Leaflets • Directories • Reprints of Ads • Billboards • Display Signs • Point-of-Purchase Displays • Audio-Visual Materials • Symbols & Logos • Video Tape Public Relations/Publicity • Press Kits • Speeches • Seminars • Annual Reports • Charitable Donations • Sponsorships • Publications • Community Relations • Lobbying • Identity Media • Company Magazines • Events
  • 18. HIMANSU S M / 10-JUL-2013 THANK YOU