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  1. 1. Good morning Every oneToday We are dealingabout communication
  2. 2. Tables of contents• Communication• Integrated Marketing Communication process and Mix• Advertising
  3. 3. CommunicationThe purpose of communications is to directly or indirectlyinfluence individual groups,and organizations to facilitate exchanges by informing andpersuading one or moreaudiences to accept a company’s products and/or services. Inany communication thereare three basic components: A source, a medium and a message.
  4. 4. Marketing CommunicationMarketing communications is one of the four majorelements of the companys marketing mix. Marketersmust know how to use advertising, sales promotion,direct marketing, public relations, and personal sellingto communicate the products existence and value tothe target customers. Marketing Communication
  5. 5. A View of the CommunicationsProcessMarketers view communications as the management of the customer relationship over time through the following stages: Preselling Selling Post- Consuming Consumption
  6. 6. Elements in the CommunicationProcessSender Encodin Decodin Receiver g g Feedbac Respons k e
  7. 7. Key Factors in Good Communication Sellers Need toKnow What Audiences Sellers Must Develop want Feedback Channels to They Wish to Reach Assess Audience’s and Response Response to Desired. Messages. Sellers Must be Good Sellers Must Send at Encoding Messages Messages Through That Target Audience Media that Reach Can Decode. Target Audiences 7
  8. 8. DesigningaMessageContent FormatThe pictures This layout,and the incorporatislogan make ng familythis what reinforcestype of theappeal? sentimental aspect of this Soozanko lecture, KCM 28, KU. advertise- Soozanko, KCM, KU. ment. 8
  9. 9. Marketing Communication Mix Product’s Advertising Design Personal SellingStores that Sell the Product’s Product Price Public Relations Product’s Package
  10. 10. The Elements of the Marketing MixAdvertising: the first of these elements is described as being any paid form ofnon-personal presentation and promotion of ideas, goods, and services by anidentified sponsor.Sales Promotion: the second element of communication tools, is a process ofproviding short-term incentives to encourage purchase or sales of a product orservice. While advertising gives the buyer reasons to buy, sales promotion givesthe buyer the incentive to buy now.Public Relations: the third communication tool, is an attempt to build goodrelations with the companys various publics by obtaining favorable publicity, buildingup a good "corporate image," and handling or heading off unfavorable rumors,stories, or events.Personal Selling: the fourth communication tool is face-to-face interaction with oneor more prospective purchasers for the purpose of making presentations, handlingobjections and securing orders. Direct Marketing: the fifth communication tool is the process of using mail,telephone, fax, e-mail or internet to communicate directly with the customers andprospects.
  11. 11. Integrated Marketing Communications Integrated marketing communications is a way of looking at thewhole marketing process from the viewpoint of the customer. Not all product concepts are right for all individuals, whichobservation introduces the notion of market segmentation andtargeting. One message does not fit all. Integrated marketingcommunications (IMC) focus on discrete customer segments. Through integrated marketing communications, the companycarefully integrates and coordinates its many communication channelsto deliver a clear, consistent, and compelling message about theorganization and its products or services.
  12. 12. Integrated Marketing Communications Advertising Personal sellingSales promotion Public relations Direct marketing
  13. 13. AdvertisingAny paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. Even the best product needs advertising.
  14. 14. Advertising aims at creating awareness and arousing interest in the target audience for a product, a service or an idea. Thirty years ago , advertising was considered an unnecessary evil; ten years ago, a necessary evil, today it is considered an absolute necessity.
  15. 15. Characteristics of Advertising Public presentation (public mode of communication). Pervasiveness (permits seller to repeat the message many times. It alsoallowsbuyer to receive and compare the message with those of competitors).Amplified expressiveness (provides opportunities for dramatizing thecompanyand its product through the artful use of language, print, sound, color, etc.)Impersonality (it cannot be as compelling as a companys salesrepresentatives).
  16. 16. Marketing management must make fourimportant decisions when developing anadvertising program:1. Setting advertising objectives Communication objectives, Sales objectives2. Setting advertising budgets Affordable approach, Percent of sales, Competitive parity Objective and task3. Developing advertising strategyi. Message decisions. Message strategy Message executionii. Media decisions. Reach, frequency, impact, Major media types, Specific media vehicles, Media timing4. Evaluating advertising campaigns Communication impact, Sales impact
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  18. 18. Objective of advertising:1. Informative advertising, which is advertising used to informconsumers about a new product or feature and to build primarydemand.2. Persuasive advertising, which is advertising used to buildselective demand for a brand by persuading consumers that itoffers the best quality for their money.3. Comparative advertising, which is advertising that comparesone brand directly or indirectly to one or more other brands.4. Reminder advertising, which is advertising used to keepconsumers thinking abouta product.
  19. 19. Setting the Advertising BudgetAFFORDABLEBased on What the Company Can AffordPERCENTAGE-OF-SALESBased on a certain Percentage ofCurrent or Forecasted SalesOBJECTIVE-AND-TASKBased on Determining Objectives & Tasks,then Estimating CostsCOMPETITIVE-PARITYBased on Competitors’ PromotionBudget
  20. 20. Developing Advertising StrategyDevelop a Message Focus on Customer BenefitsCreative Concept “Big Idea” Visualization or PhraseAdvertising Appeals Meaningful, Believable & Distinctive
  21. 21. Media SelectionDeciding on reach, frequency, and impact.Reach is the percentage of people in the target market.Frequency is the number of times the average person in the target market is exposedto an advertising message during a given period. Media impact is the qualitative value of an exposure through a given medium.Media planners consider the following factors when making theirchoice: The media habits of consumers. The nature of the product. The types of messages. Cost. The media planner must now choose the best media vehicles (specific media withina given type-magazines, radio, television, etc.). This choice is based on which vehiclesgive the best reach, frequency, and impact for the money.Deciding on the media timing is also an important decision. The advertiser mustdecide how to schedule the advertising over the course of a year. They also haveto examine the pattern of the ads (some advertisers only do seasonal advertising).Forms to be considered are: Continuity: scheduling ads evenly within a year period. Pulsing: scheduling ads unevenly or in sporadic bursts over a certain timePeriod.