GROUP TWO PRESENTATION•   EDWIN MENSAH DARTEY•   MICHAEL ADJEI•   CORNELIUS DELALI TOHORNU•   CHRISTIAN ISAAC MENSAH•   AM...
MARKETING COMMUNICATION Communication is about the sharing ofinformation Marketing Communication is about bringing tothe a...
MARKETING COMMUNICATION             CONT’DThe study of marketing communication is thestudy of one element of the marketing...
HOW COMMUNICATION WORKS
How Communication work cont’dCommunication is not complete until thereceiver understands in the same sense thesender wishe...
How Communication works cont’dThe incongruent forces that affectcommunication effectiveness is what we refer toas NOISE
How Communication influence the   role of promotion in marketing• The adoption of the promoted products and  effecting the...
THE PROMOTION MIX•   The promotional elements are:•   Advertising•   Personal selling•   Sales promotion•   publicity
Promotional        Scope      Coat              AdvantagesComponentsAdvertising        Mass       Relatively        Allows...
Determining the promotional mix• The use of one or more methods for one  product constitute the promotional mix for  the p...
The Promotion BudgetThe methods for determining the promotionbudget are as follows:percentage of salefixed sum per unitaff...
ADVERTISING AND PUBLICITY• In modern times advertising prevails in all  walks of human lives• It has acquired the distinct...
What is Advertising? its defined as any paid form of non personalpresentation and promotion of ideas, goods orservice, mar...
Functions performed by advertising•   To Inform•   To Entertain•   To Persuade•   To Influence•   To Remind•   To Reassure...
How advertising works• It gets planned and brought into existence• It is reproduced and delivered and exposed to  people• ...
Types of Advertising•   Industrial advertising•   Consumer advertising•   Institutional advertising•   Product advertising...
Role of Advertising• Advertising affects consumer preference• Advertising affects consumer buying  behaviour• Advertising ...
Advertising Management• The link of advertising with promotion and  marketing objectives of the firm• Production positioni...
Setting Advertising objectives•   Awareness•   Comprehension•   Conviction•   Image•   action
Measuring advertising effectiveness• It can be measured both before and after its  release• By direct rating method• Portf...
PUBLICITY• It is non personal stimulation of demand for a  product, service or business unit by placing  commercially sign...
Use of Publicity• Disseminate information regarding new  products• Warranty terms• Product replacement policies• Customer ...
Group two presentatio nxxxxxxxxxxx
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Group two presentatio nxxxxxxxxxxx

  1. 1. GROUP TWO PRESENTATION• EDWIN MENSAH DARTEY• MICHAEL ADJEI• CORNELIUS DELALI TOHORNU• CHRISTIAN ISAAC MENSAH• AMA MANSA BENTUM• FELIX BEN ARTHUR• SAMUEL ADJEI ESSUMAN• ERNEST ARKOH• LARRY AMOAKO-BOATENG
  2. 2. MARKETING COMMUNICATION Communication is about the sharing ofinformation Marketing Communication is about bringing tothe attention of target customers the availabilityof products, benefits, uses, features, price etc.Marketing Communication aims at influencingthe customer behaviour towards the marketer’soffering
  3. 3. MARKETING COMMUNICATION CONT’DThe study of marketing communication is thestudy of one element of the marketing mix-promotion.Communication should be geared towards theright group of target customersThis is the right way to win the competition andto avoid financial losses
  4. 4. HOW COMMUNICATION WORKS
  5. 5. How Communication work cont’dCommunication is not complete until thereceiver understands in the same sense thesender wishes to communicateThe elements of the communication processshould be congruentIncompatibility of the elements is a recipe forcommunication disaster
  6. 6. How Communication works cont’dThe incongruent forces that affectcommunication effectiveness is what we refer toas NOISE
  7. 7. How Communication influence the role of promotion in marketing• The adoption of the promoted products and effecting the desired change in the behaviour of consumers are at the heart of marketing• Marketers must understand the purchase process before the product is designed• The AIDA model and the hierarchy of effects models are used in understanding the process
  8. 8. THE PROMOTION MIX• The promotional elements are:• Advertising• Personal selling• Sales promotion• publicity
  9. 9. Promotional Scope Coat AdvantagesComponentsAdvertising Mass Relatively Allows inexpensive per expressiveness and contact control over messagePersonal selling Personal Expensive per Flexibility contact immediate responseSales promotion Mass Can be costly Gains attention and has immediate effectpublicity Mass inexpensive High degree of credibility
  10. 10. Determining the promotional mix• The use of one or more methods for one product constitute the promotional mix for the productThe determinants of the mix include:• Type of product• Nature of market• Stages of product in its life cycle• Available budget and company policy
  11. 11. The Promotion BudgetThe methods for determining the promotionbudget are as follows:percentage of salefixed sum per unitaffordable fundscompetitive parityobjective and task methodthe practice
  12. 12. ADVERTISING AND PUBLICITY• In modern times advertising prevails in all walks of human lives• It has acquired the distinction of being the most visible and glamorous method of marketing communication
  13. 13. What is Advertising? its defined as any paid form of non personalpresentation and promotion of ideas, goods orservice, marketing and communication.
  14. 14. Functions performed by advertising• To Inform• To Entertain• To Persuade• To Influence• To Remind• To Reassure and• Add Value to the product or services
  15. 15. How advertising works• It gets planned and brought into existence• It is reproduced and delivered and exposed to people• It is received and assimilated• It affects ideas, intentions and attitudes• It affects buying and buying process• It responds to time• It changes sales and profits
  16. 16. Types of Advertising• Industrial advertising• Consumer advertising• Institutional advertising• Product advertising• Primary demand creating advertising• Selective brand advertising• Direct advertising• Indirect advertising
  17. 17. Role of Advertising• Advertising affects consumer preference• Advertising affects consumer buying behaviour• Advertising creates barriers to entry• Creates industrial structure and market power• Advertising affects market performance• Advertising affects market conduct
  18. 18. Advertising Management• The link of advertising with promotion and marketing objectives of the firm• Production positioning objective, role of sales force, dealer support plan and buying habits of consumers
  19. 19. Setting Advertising objectives• Awareness• Comprehension• Conviction• Image• action
  20. 20. Measuring advertising effectiveness• It can be measured both before and after its release• By direct rating method• Portfolio test method• Laboratory test method• Recognition test method• Noted• Recall test
  21. 21. PUBLICITY• It is non personal stimulation of demand for a product, service or business unit by placing commercially significant news about it in the published medium or obtaining favourable presentation of its upon radio, television or stage that is not paid for by the sponsor.
  22. 22. Use of Publicity• Disseminate information regarding new products• Warranty terms• Product replacement policies• Customer service arrangements• New R & D findings

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