3. Communication
• It is an activity of conveying meaningful
message
• It requires a sender and a receiver
• Communication can be across
geographies
• Personal & Non Personal
• Form – Verbal & Non Verbal
• Aided by technology
5. • Information Source – Originator of the
information. Eg. Company
• Message – The content / information / meaning
to be passed on to the target audience
• Transmitter – Translating message via a
medium. Eg. Print ad copy, TV ad etc
• Signal – Sending of the message to appropriate
channel. Eg. OOH, TV etc
• Channels – Promotion tools
6. • Receiver – Encoding of the message based on
knowledge, perceptions, beliefs etc
• Destination – End destination of the message
via word of mouth, environment, surrounding,
etc
• Noise – Disturbances created by competition,
others opinions, beliefs etc
7.
8.
9. Steps for Effective Communication
1. Target Audience
2. Determine Objectives
3. Design Message
4. Select Channels
5. Establish Budgets
6. Decide on Media Mix
7. Measure Results
10. 1. Determine Target Audience
• Customer Purchase
New triers
Lapsers
Loyalists
• Mass vs Niche
• Local vs Global
• Highly Involved vs Low involved
13. • Innovation Adoption Model
Behavior - DO
Cognitive - THINK
Affective - FEEL
Awareness
Adoption
Trial
Evaluation
Interest
14. 3. Design Message
• Message Content – Rational, Emotional,
Economical
• Message Format – Print, TV, Hoardings etc
• Message Structure – Copy, Order of
communications etc
• Message Source – Opinions Leaders, Celebrity,
Experts, company etc.
15. 4. Select Channels
• Personal – Face to Face, Presentations, Sales
Rep, Social Channels,
• Non Personal – Print Media, Network Media,
Broadcast Media, Electronic Media, Display
Media etc.
16. 5. Establish Budgets
• Affordable Method – What a company can afford
• Percentage of sales – % of total sales revenue
• Competitive parity – Based on competitors
budget and spending power
• Objective & Task Method – Define objective &
task and allocate budget accordingly
17. 6. Deciding on Communication Mix
Important to note –
a.Type of Product and Market
b.PLC stage
c. Competition
d.Target Group
7. Measure Results*
20. Functions
1: Account Handling
• Manages the relationship between the Client
and the Agency
• Within the Agency – represents interests of
Client
• Represents interests of Agency when talking to
the Client
• Usually responsible for finding and developing
new business
21. 2: The Creative Department
• Creates ideas, concepts and sometimes finished
art for advertising, literature and other marketing
materials
• Should represent point of view of the consumer
• May liaise with outside suppliers such as
illustrators, photographers, writers, web
designers and film producers
22. 3:The Production Department
• Ensures that finished artwork is delivered to the
appropriate media by the deadlines
• May also source specialist materials and
suppliers e.g. specialist printers and paper
• May include a Traffic Department which
progresses jobs through the agency to ensure
jobs are completed on schedule
• May include Studio Manager, Mac Operators,
Finished Artists etc
23. 4:The Media Department
Most agencies today use an outside consultancy
for the media requirements. Three functions
need to be addressed.
• Media Research
– Identify which media reach your target
audience most effectively
• Media Planning
– Planning the best media mix and timings to
achieve the client’s marketing objectives
• Media Buying
– Getting the best value for money out of the
client’s media budget. Involves considerable
negotiating skills
24. 5:The Research Department
Either in-house or outsource to market research
agencies
Carry out Quantitative or Qualitative research in
order to establish communication objectives
They derive inputs from the brief or client
objectives first to determine the need
25. Types
• Full Service Agency
• Limited Service Agency
• Specialist Agency
• In House Agency
• Interactive Agency
26. Agencies World Wide
Omnicom Group – John Wren
• Omnicom group includes – BBDOs, DDB
Worldwide, TBWA Worldwide, Element 79
Partners, Goodby Silverstein & Partners, Arnell
Group, GSD&M, Roberts & Tarlow, Zimmerman
Advertising, Merkley & Partners, Martin/Williams,
Porter Novelli.
27. WPP – Sir Martin Sorell
• WPP group includes - Grey Global Group,
Ogilvy & Mather Worldwide, Young & Rubicam
JWT, Hill & Knowlton, Burson-Marsteller, Cohn
& Wolfe.
28. Interpublic Group of Companies Inc.
• IPG includes - Campbell Mithun, Campbell-
Ewald, Dailey & Associates, Deutsch Inc.,
Draftfcb, Hill Holliday, Lowe Worldwide, Mullen
Advertising, The Martin Agency, McCann-
Erickson.
29. Publicis Group - Maurice Lévy
• Publicis Includes - Bartle Bogle Hegarty (49%
owned), Fallon Worldwide, Leo Burnett
Worldwide, Publicis & Hal Riney, Saatchi and
Saatchi.
32. Types of Ads
• Fear
• Rational
• Emotional
• Social
• Humor
• Ethical
• Negative
33. DAGMAR
• Defining Advertising Goals for Measured Advertising Results
• DAGMAR model suggests that the ultimate objective of advertising
must carry a consumer through four levels of understanding: from
unawareness to Awareness—the consumer must first be aware of
a brand or company Comprehension—he or she must have a
comprehension of what the product is and its benefits; Conviction—
he or she must arrive at the mental disposition or conviction to buys
the brand; Action—finally, he or she actually buy that product.
34.
35. Integrated Marketing
Communication
• Strategic process to produce a consistent brand
message at each customer touch point.
• Use multiple communication modes to foster
awareness of product / services by informing
people about features and benefits, and moving
them to make a purchase.
• Needed to break clutter, touch consumers every
where, create brand image, etc
37. Marketing Communication Process
- AKIPIS
• Create Awareness
• Provide knowledge
• Create impression
• Attain preferred position in customer’s mind
• Create purchase intention
• Make a sale
38. Communication Vehicle
One Way Two Way Delayed Two Interactive
Personalized
Mass
Media
Direct
Web
Face 2 Face
Communication
Response
