Marketing Communication

1. Prepared by Shahin Rasoulian
Session 10: Chapter 9
Communication 1
Fall 2015

2. Objectives
1. Understanding: the role of communication in
marketing, sales promotion, advertising, public relations
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2

3. “If I was down to the last
dollar of my marketing
budget, I’d spend it on
PR!”
Bill Gates
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4. Marketing Model
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Business
Analysis
Objective
Planning
Implementation
Control
Market
Need
Demand
Consumers
Segments
Information system
Internal, secondary and
primary data
Marketing mix
Product | Price | Promotion |
Place | People | Personal selling

5. Communication Goals
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Informing
about
products
Reminding
to buy
Persuading
to buy
Building
relationship

6. Communication strategies
6
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Sales promotion
Advertising
Public relations
Sponsorship
Direct marketing
Interactive communication

7. Communication strategies
7
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Sales promotion
Advertising
Public relations
Sponsorship
Direct marketing
Interactive communication

8. Communication strategies
8
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Sales promotion
Advertising
Public relations
Sponsorship
Direct marketing
Interactive communication

9. Communication strategies
9
Session10
Sales promotion
Advertising
Public relations
Sponsorship
Direct marketing
Interactive communication