2. Marketing communications
• Marketing communications are messages and
related media used to communicate with a
market.
9/4/2014 Marketing Mgt 2
3. Marketing communications
• Marketing communications is the "promotion"
part of the "marketing mix" or the "four Ps":
Price
Place,
Promotion, and
Product
9/4/2014 Marketing Mgt 3
4. 4 P’s - Product
• Product - A product is seen as an item that
satisfies what a consumer demands. It is a
tangible good or an intangible service. For
example good will for intangible. Tangible
products are those that have an independent
physical existence.
9/4/2014 Marketing Mgt 4
5. 4 P’s - Product
• Every product is subject to a life-cycle
including a growth phase followed by a
maturity phase and finally an eventual period
of decline as sales falls.
9/4/2014 Marketing Mgt 5
6. 4 P’s - Product
• Marketers must do careful research on how
long the life cycle of the product they are
marketing is likely to be and focus their
attention on different challenges that arise as
the product move.
9/4/2014 Marketing Mgt 6
7. 4 P’s - Product
• What does the customer want from the
product/service? What needs does it satisfy?
• How and where will the customer use it?
What does it look like?
• How will customers experience it?
9/4/2014 Marketing Mgt 7
8. 4 P’s - Product
• What size(s), color(s), and so on, should it be?
• What is it to be called?
• How is it branded?
• How is it differentiated versus your
competitors
• What is the most it can cost to provide, and
still be sold sufficiently profitably?
9/4/2014 Marketing Mgt 8
9. 4 P’s - Price
• Price - the amount a customer pays for the
product. The price is very important as it
determines the company's profit and hence,
survival.
9/4/2014 Marketing Mgt 9
10. 4 P’s - Price
• Adjusting the price has a deep impact on the
marketing strategy, and depending on the
price elasticity of the product, often it will
affect the demand and sales as well.
9/4/2014 Marketing Mgt 10
11. 4 P’s - Price
• The marketer should set a price that
complements the other elements of the
marketing mix.
9/4/2014 Marketing Mgt 11
12. 4 P’s - Price
• What is the value of the product or service to
the buyer?
• What discounts should be offered to trade
customers, or to other specific segments of
your market?
• How will your price compare with your
competitors?
9/4/2014 Marketing Mgt 12
13. 4 P’s - Promotion
• Promotion - all of the methods of
communication that a marketer may use to
provide information to different parties about
the product. Promotion comprises elements
such as: advertising, public relations, personal
selling and sales promotion
9/4/2014 Marketing Mgt 13
14. 4 P’s - Promotion
• Advertising covers any communication that is
paid for, from cinema commercials, radio and
Internet advertisements through print media
and public notice
9/4/2014 Marketing Mgt 14
15. 4 P’s
• Public relations is where the communication is
not directly paid for and includes press
releases, sponsorship deals, exhibitions,
conferences, seminars or trade fairs and
events.
9/4/2014 Marketing Mgt 15
16. 4 P’s - Promotion
• Word-of-mouth is any apparently informal
communication about the product by ordinary
individuals, satisfied customers or people
specifically engaged to create word of mouth
momentum. Sales staff often plays an
important role in word of mouth and public
relations.
9/4/2014 Marketing Mgt 16
17. 4 P’s - Promotion
• Where and when can you get across your
marketing messages to your target market?
• Will you reach your audience by advertising in
the press, or on TV, or radio, or on billboards?
• When is the best time to promote? Is there
seasonality in the market?
• How do your competitors do their
promotions?
9/4/2014 Marketing Mgt 17
18. 4 P’s - Place
• Place - refers to providing the product at a
place which is convenient for consumers to
access
9/4/2014 Marketing Mgt 18
19. 4 P’s - Place
• Where do buyers look for your product or
service?
• How can you access the right distribution
channels?
• What do you competitors do, and how can
you learn from that and/or differentiate?
9/4/2014 Marketing Mgt 19
20. Marketing communicators
• Those who practice advertising, branding,
brand language, direct marketing, graphic
design, marketing, packaging, promotion,
publicity, sponsorship, public relations, sales,
sales promotion and online marketing are
termed marketing communicators, marketing
communication managers, or more
9/4/2014 Marketing Mgt 20
21. Marketing communicators
• Advertising or advertizing is a form of
communication for marketing and used to
encourage, persuade, or manipulate an
audience (viewers, readers or listeners;
sometimes a specific group) to continue or
take some new action
9/4/2014 Marketing Mgt 21
22. Marketing communicators
• Brand is the "name, term, design, symbol, or
any other feature that identifies one seller's
product distinct from those of other sellers"
9/4/2014 Marketing Mgt 22
23. Marketing communicators
• Brand language is the body of words, phrases,
and terms that an organization uses to
describe its purpose or in reference to its
products.
9/4/2014 Marketing Mgt 23
24. Marketing communicators
• Direct marketing is a channel-agnostic form of
advertising that allows businesses and
nonprofits organizations to communicate
straight to the customer, with advertising
techniques that can include Cell Phone Text
messaging, email, interactive consumer
websites
9/4/2014 Marketing Mgt 24
25. Marketing communicators
• Sales promotions can be directed at either the
customer, sales staff, or distribution channel
members (such as retailers). Sales promotions
targeted at the consumer are called consumer
sales promotions.
9/4/2014 Marketing Mgt 25
26. Marketing communicators
• Public relations (PR) is the practice of
managing the spread of information between
an individual or an organization and the public
9/4/2014 Marketing Mgt 26
27. Marketing communicators
• A sale is the act of selling a product or service
in return for money or other compensation
9/4/2014 Marketing Mgt 27
28. Marketing communicators
• Online advertising, also called Internet
advertising, uses the Internet to deliver
promotional marketing messages to
consumers. It includes email marketing,
search engine marketing, social media
marketing, many types of display advertising
(including web banner advertising), and
mobile advertising
9/4/2014 Marketing Mgt 28
29. Communication process
• The communication process is sender-encoding-
transmission device-decoding-receiver,
which is part of any advertising or
marketing program.
9/4/2014 Marketing Mgt 29
30. Communication process
• Encoding the message is the second step in
communication process, which takes a
creative idea and transforms it into attention-getting
advertisements designed for various
media (television, radio, magazines, and
others).
9/4/2014 Marketing Mgt 30
31. Communication process
• Messages travel to audiences through various
transmission devices.
The third stage of the marketing
communication process occurs when a
channel or medium delivers the message
9/4/2014 Marketing Mgt 31
32. Communication process
• Decoding occurs when the message reaches
one or more of the receiver's senses.
9/4/2014 Marketing Mgt 32
33. The Growing Importance of
Integrated Marketing Communication
• Search marketing: When someone is
considering buying a product or service they
will often conduct an online search. What they
find, on Google and other search engines, as
well as information from news sites, review
sites, directories, videos and place-based
searches, are presented together, so like it or
not, there is a level of combination.
9/4/2014 Marketing Mgt 33
34. The Growing Importance of
Integrated Marketing Communication
Accessibility & convenience: Consumers
expect information and services that relate to
a brand to be conveniently accessible via its
website. For instance when a consumer visits
Virgin.com they are able to book a flight,
manage their money, top up their mobile
phone plan or find up-to-date news about the
company
9/4/2014 Marketing Mgt 34
35. The Growing Importance of
Integrated Marketing Communication
Social media: Traditionally businesses were
largely in control of their brand
communications. Now brand communications
are multidirectional as consumers can easily
share, comment and create content.
9/4/2014 Marketing Mgt 35
36. The Growing Importance of
Integrated Marketing Communication
Growth of mobile: The growing accession of
smart phones with fast internet connectivity
means that marketers need to take into
consideration integration between the online
experience and place-based experiences
9/4/2014 Marketing Mgt 36
