Marketing Communication-
Meaning, Process & Elements
By. Dr.Deepali Naidu
City Premier College
Nagpur

MARKETING
• Philip Kotler
– Marketing is the social process by which
individuals and organizations obtain what they
need and want through creating and exchanging
value with others.

Promotion
• According to Stanton, “Promotion includes,
advertising, personal selling, sales promotion and other
selling tools”.
• According to Philip Kotler, “Promotion compasses all
the tools in the marketing mix whose major role is
persuasive communications.”

MARKETING COMMUNICATION
• Promotion includes, advertising, personal
selling, sales promotion and other selling
tools”.

Objectives-MARKETING
COMMUNICATION
Behaviour Modification
To inform
To persuade
To remind
Specific objectives

FLOW OF MARKETING COMMUNICATION

MARKETING COMMUNICATION -
PROCESS

IMPORTANCE OF MARKETING
COMMUNICATION
• Increasing Awareness
• Increasing Knowledge and Preference
• Increasing Retailers
• Increasing Sales
• Increase Customer Traffic
• Build Sales and Profits

• The American Marketing
Association defines IMC as “a planning
process designed to assure that all brand
contacts received by a customer or
prospect for a product, service, or
organization are relevant to that person
and consistent over time.”

MARKETING COMMUNICATION STEPS
IDENTIFYING TARGET AUDIENCE
DETREMINE THE COMMUNICATION OBJECTIVES
DESIGNING MESSAGE
DESIGNING MESSAGE
CHOOSING MEDIA
SELECTING THE MESSAGE SOURCE
COLLECT FEEDBACK

MARKETING COMMUNICATION STEPS
IDENTIFYING TARGET AUDIENCE
DETERMINE THE COMMUNICATION
OBJECTIVES
DESIGNING MESSAGE
CHOOSING MEDIA
SELECTING THE MESSAGE SOURCE
COLLECT FEEDBACK

Identifying the Target Audience
Potential
Buyers/Users
Existing
Buyers/Users
Influencers

Determining communication
objectives

Designing a Message
• AIDA Model
• Get Attention
• Hold Interest
• Arouse Desire
• Obtain Action

Message Content – “What to Say”
• Rational appeal relates to the audience’s
self-interest.- Colgate
•Emotional appeal is an attempt to stir up
positive or negative emotions to motivate a
purchase.- Johnson & Johnson
•Moral appeal is directed to an audience’s sense
of what is right and proper.-
•Jago Grahak Jago, RBI kehta hai

Message Structure and format– “How
to Say”
• How to say
– Draw conclusion or leave it to audience
– Show both sides
– sequence

Selecting the Message Source
•The message’s impact depends on how the target audience
views the communicator.
• Celebrities
 Athletes
 Entertainers
• Professionals
 Health care providers

Choosing Communication Channels
and Media
•Personal communication involves two or more
people communicating directly with each other.
• Face to face
• Phone
• Mail or e-mail
• Texting or Internet chat
• Opinion leaders
• Buzz marketing

Choosing Communication Channels
and Media
•Non personal communication channels are
media that carry messages without personal
contact or feedback, including major media,
atmospheres, and events.

MEDIA
MEDIA
PRINT
NEWSPAPERS
MAGAZINES
JOURNALS/
REPORTS
BROADCAST
RADIO/FM
TELEVISION
MOVIE
THEATRES
DIGITAL
VIDEO
AUDIO
INFORMATIVE
TEXT
OOH

Collecting Feedback
• Collecting feedback involves the
communicator understanding the effect on
the target audience by measuring behavior
resulting from the content.

COMMUNICATION MIX COMPONENTS
• According to Philip Kotler, “A company’s total
marketing communication mix also called
promotion mix……….

Sales
Promotion
Advertising
Publicity
Public
Relations
On line
Marketing
Word of
mouth
Personal
Selling
Marketing
Communication
Mix

• Advertising : any informative or persuasive
message carried by a non-personal medium
and paid for by a sponsor whose product is in
some way identified in the message.
– Pervasiveness
– Amplified expressiveness
– Impersonality

• Personal Selling: person-to-person dialogue
between buyer and seller. The purpose of the
interaction, whether face-to-face or over the
phone, is to persuade the buyer to convince
the buyer to take a specific course of action,
or to develop a customer relationship
– Personal Interaction
– Cultivation
– Response

• Publicity : non-personal not paid stimulation
of demand of the products or services or
business units by planting commercially
significant news or editorial comment in the
print media or by obtaining a favourable
presentation of it upon radio, television or
stage.
– Third person involvement
– Publicity is free
– Greater Readership

• Sales Promotion : It includes activities other
than advertising, personal selling publicity and
public relations which are used in promoting
sales of the product or in persuading the
customer to purchase the product.
Distribution of samples, premium coupon,
point of purchase display, off-price selling, etc
– Irregular Activity
– Target Action
– Action Focused

• Public Relations : It is a planned effort by an
organisation to influence the attitudes and
opinions of a specific group by developing a
long term relationship.
– High credibility
– Ability to catch buyers off guard
– Dramatisation

• Direct Marketing : Organisations
communicate directly with target customers
to generate a response and/or a transaction.
– Customised
– Up-to-date
– Interactive
– Eg-Insurance Marketing

• Word-of-Mouth : Word of mouth (WOM) is a
reference to the passing of information from
person to person. It involves human
communication.
– Valence
– Timing
– Solicitation

• Online Marketing : marketing
communications done through Internet,
especially through the component known as
the World Wide Web.
– Cost Advantage
– Availability of Smart Tools
– Cost Reduction

References
• Marketing Management (Pearson
Publication, 15th Edition)
– Philip Kotler
– Kevin Lane
– Keller