Training: Marketing Communication (Premium)


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This is a standard training presentation on the topic - Marketing Communication . It includes both text and image formatting.

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Training: Marketing Communication (Premium)

  1. 1. Corporate & Marketing Communication<br />
  2. 2.
  3. 3. What is the difference <br />between MARKETING and MARKETING COMMUNICATION<br />
  4. 4.
  5. 5. Marketing communication focuses on product and services. It applies to demand generation and product positioning<br />
  6. 6. Corporate communication focuses on relationship and image. It also focus on litigation, mergers and acquisitions.<br />
  7. 7. Companies use corporate communication and not marketing communication to wrestle.<br />
  8. 8. Corporate communication<br />Public Relation<br />Media Relation<br />Crisis Communication<br />Speech writing<br /><ul><li>Corporate Social Responsibility #CSR
  9. 9. Government Relation
  10. 10. Investor Relation</li></li></ul><li>Corporate communication<br /><ul><li>Community Relation
  11. 11. Internal Relation
  12. 12. Customer Relation
  13. 13. Propaganda</li></li></ul><li>PR Tools<br />Town hall meetings<br />Press Release<br />How to write public communications like press release<br />Courtesy Visits<br />People mistake public relation for corporate communication, so it can be said that<br />“Public Relation simply means an integrated corporate communication strategy”<br />They are interchangeable!<br />
  14. 14. Corporate communication is a planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and it’s public.<br />Note: Corporate communication is part of marketing communication in the long run, because the former is a tool for the latter.<br />
  15. 15. Marketing Communication<br />It is a promotion process that involves using Messages through Media to communicate to the <br />Market.<br />
  16. 16. Marketing Communication<br />This is a brand manager contrary to what people think. It is not an advert but rather INTELLECTUAL work – and not a design thing.<br />It involves the entire process that begins-enclose, sender-encode-transmission, then device-decode-receiver<br />
  17. 17. “Brands are emotional<br />Products are logical”<br />
  18. 18. Marketing Communication 6 steps process<br />Define Objective<br />Identify and understand your target audience<br />Articulate Strategies<br />Fact finding, Research, Meetings<br />Evolve key messages<br />Note brand promise<br />Develop a plan/program<br />Evaluate measure track<br />
  19. 19. Marketing Communication<br />Advertising<br />Television production, graphic design, radio production, merchandise<br />Experiential marketing/Alternative<br />Event<br />Out-door advertising<br />Street activation<br />Identity<br />
  20. 20. Marketing Communication<br />Direct marketing<br />Publication/Broadcasting<br />Channels/Point-of-Sales Management<br />Sponsorship<br />
  21. 21. Marketing Communication<br />Product placement<br />Sales Promotion<br />Media Planning & Buying<br />Media Independence<br />
  22. 22. Marketing Communication<br />Integrated Marketing<br />It is the process by which all marketing communication incidents which includes tools, resources, and functions are integrated into a seamless strategy for maximum impact and minimum cost. This ensures consistency and complementary use of media.<br />
  23. 23. There are 3 major things to consider:<br />What is<br /><ul><li> your desired outcome? Images, Identity, or Sales.
  24. 24. the consumer’s benefit?
  25. 25. the evidence or fact?</li></li></ul><li>4 Types of Communication Strategy<br />Unique selling points –based| Colgate toothpaste<br />Brand image based| Apple<br />Positioning | Avis – “We are #2 and trying harder”<br />Parity breaking – for similar company e.g. Banks: GTB, Skye Bank<br />
  26. 26. Crisis Communication 9 steps process<br />Verify the situation<br />Notify and Coordinate<br />Crisis assessment and activation<br />Organize assignment<br />Prepare information and obtain approval<br />
  27. 27. Crisis Communication 9 steps process<br />Release public information<br />Some information should be private and others public<br />Feedback and Evaluation response<br />Public Education<br />Monitor Events<br />
  28. 28. Crisis Communication<br />Take responsibility for actions, but don’t take blame for negatives. <br />Don’t be defensive. Simply say “We are sorry.”<br />
  29. 29. The End<br />“To sell a brand, you have to think, plan and adapt”<br />