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Marketing Communication Strategy
Download these brilliant slides at
www.StudyMarketing.org
Marketing communications are messages and related media used to
communicate with a market. Marketing communications is the "promotion"
part of the "marketing mix" or the "four Ps": price, place, promotion, and
product. It can also refer to the strategy used by a company or individual to
reach their target market through various types of communication.
Key Objectives of Marketing Communication :
1. To inform your target audience about your brand.
2. To persuade them to use your product or service.
3. To remind them through various marketing channels about your
product or services.
Marketing Communication Mix
Advertising
Promotion
Public
Relation
Direct
Sales
Advertising
• Advertising is often the most prominent element of the
communication mix.
• Advertising includes all messages a business pays to deliver
through a medium to reach a targeted audience.
• Since it involves the majority of paid messages, companies
often allocate significant amounts of the marketing budget
to the advertising function.
• While it can be costly, the advertiser has ultimate control
over the message delivered, since it pays the television or
radio station, print publication or website for placement.
AIDA of Advertising
Attention
Interest
Desire Action
AIDA of Advertising
ATTENTION
• You must first capture the viewer’s
attention — an essential component of
any ad campaign.
• Most campaigns rely on a mix of visual
stimuli to accomplish this, using images
to help an ad stand out and create a
lasting impression.
• Text is then employed to further grab
attention, enticing the reader to
continue reading in search of more
information.
AIDA of Advertising
INTEREST
• Consumers don't actually need
most of the products they buy but
think they do.
• Being able to establish a need in
the mind of a consumer is the
cornerstone of an effective ad
campaign.
• Creating a personal link helps build
trust; hinting at something special
to come cements their interest in
what you have to say.
AIDA of Advertising
DESIRE
• This is the stage where you stoke the
flames of their desire until they are
absolutely certain they have to have what
you are selling.
• This is often accomplished through the
problem-solution technique. Your
consumer has a problem — you have the
solution. The solution is so amazing, they
simply cannot live without it.
• This phase also covers another vital facet
in any advertising campaign — what's in it
for them. This will build the desire you
need them to feel to make that decision.
AIDA of Advertising
ACTION
• You've attracted their attention, built
their interest and fanned their
desire. Now it's time to get them to
take action.
• Whether it's going to your website,
picking up the phone or sending an
order, the last section of your
advertisement needs to contain a
powerful call to action.
Advertising
from
Singapore
Airlines
Condom Advertising
Paint Outdoor Advertising
Volkswagen Print Advertising
Nike Legendary Advertising Slogan
Bed and Breaktfast Advertising
Another brilliant
advertising from
Durex
Another briliant advertising from
Durex
Museum Advertising
6 Elements of Good PR
1. Good PR is telling the
client what they need to
hear instead of what they
want to hear. Good PR
recognizes that the best
“PR strategy” needs to be
followed-up with the
client’s good
products/services or else
it’s all a vain and wasted
effort that harms
everyone’s reputation.
2. Good PR is not just about the over-glorified launch. Good PR helps
build and sustain a groundswell of brand support — incrementally
changing consumer behaviors via a steady stream of relevant and candid
communication to both “media” and “consumers.”
3. Good PR celebrates the client’s customers in an inclusive,
non-exploitive way. And, good PR welcomes the input of
“neutrals” and especially “critics,” and adapts strategy
accordingly.
4. Good PR is proactive in idea generation and
responsive in a crisis. Good PR finds the balance.
5. Good PR is measurable.
(And yet also hard to measure, since most clients
want to measure different things.)
6. Good PR leverages pre-existing relationships with
influential people — relationships built on trust and
credibility earned over years of service.
PROMOTION
• Sales promotion refers to short term use of incentives or
other promotional activities that stimulate the customer to
buy the product.
• Sales promotion techniques are very useful because they
bring:
(a) Short and immediate effect on sale.
(b) Stock clearance is possible with sales promotion.
(c) Sales promotion techniques induce customers as well
as distribution channels.
(d) Sales promotion techniques help to win over the
competitor.
MERITS of SALES PROMOTION
1. Attention Value:
The incentives offered in sales promotion attract
attention of the people.
2. Useful in New Product Launch:
The sales promotion techniques are very helpful in
introducing the new product as it induces people to
try new products as they are available at low price or
sometimes as free sample.
3. Synergy in Total Promotion Efforts:
• Sales promotion activities supplement advertising and
personal selling efforts of the company. Sales promotion
adds to the effectiveness of advertisement efforts.
4. Aid to other Promotion Tools:
• Sales promotion technique makes other promotion
techniques more effective. Salesmen find it easy to sell
products on which incentives are available.
MERITS of SALES PROMOTION
Direct and
Personal
Selling
• Personal selling means selling personally. This involves face to
face interaction between seller and buyer for the purpose of
sale.
• The personal selling does not mean getting the prospects to
desire what seller wants but the concept of personal selling is
also based on customer satisfaction.
Benefits of Direct and Personal Selling
1. Helps in Identifying Needs. Salesmen help the customers to discover
their needs and wants and they also help customers to know how
these needs and wants can be satisfied.
2. Latest Market Information. In personal selling salesmen
provide information regarding the new products available in
market, uses of those products etc.
3. Expert Advice. Customers can get expert advice and
guidance in purchasing various goods and services.
5 Ways to Create a Successful Integrated
Marketing Campaign
Step 1: Have a clear understanding of
who your target audience is.
Step 2: Pick your channels.
In addition to asking, 'Which channels do my customers use?' ask
yourself 'What are the channels' strengths and weaknesses? How will
they help me reach my business objectives?'
Step 3: Have a consistent look
Make sure your visual identity is consistent
Step 4: Create clear, consistent content
that can easily be adapted or repurposed
to suit different media or channels.
Step 5: Ensure that your messaging is
integrated.
End of Slides

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Marketing Communication Strategy

  • 2. Download these brilliant slides at www.StudyMarketing.org
  • 3. Marketing communications are messages and related media used to communicate with a market. Marketing communications is the "promotion" part of the "marketing mix" or the "four Ps": price, place, promotion, and product. It can also refer to the strategy used by a company or individual to reach their target market through various types of communication.
  • 4. Key Objectives of Marketing Communication : 1. To inform your target audience about your brand. 2. To persuade them to use your product or service. 3. To remind them through various marketing channels about your product or services.
  • 6. Advertising • Advertising is often the most prominent element of the communication mix. • Advertising includes all messages a business pays to deliver through a medium to reach a targeted audience. • Since it involves the majority of paid messages, companies often allocate significant amounts of the marketing budget to the advertising function. • While it can be costly, the advertiser has ultimate control over the message delivered, since it pays the television or radio station, print publication or website for placement.
  • 8. AIDA of Advertising ATTENTION • You must first capture the viewer’s attention — an essential component of any ad campaign. • Most campaigns rely on a mix of visual stimuli to accomplish this, using images to help an ad stand out and create a lasting impression. • Text is then employed to further grab attention, enticing the reader to continue reading in search of more information.
  • 9. AIDA of Advertising INTEREST • Consumers don't actually need most of the products they buy but think they do. • Being able to establish a need in the mind of a consumer is the cornerstone of an effective ad campaign. • Creating a personal link helps build trust; hinting at something special to come cements their interest in what you have to say.
  • 10. AIDA of Advertising DESIRE • This is the stage where you stoke the flames of their desire until they are absolutely certain they have to have what you are selling. • This is often accomplished through the problem-solution technique. Your consumer has a problem — you have the solution. The solution is so amazing, they simply cannot live without it. • This phase also covers another vital facet in any advertising campaign — what's in it for them. This will build the desire you need them to feel to make that decision.
  • 11. AIDA of Advertising ACTION • You've attracted their attention, built their interest and fanned their desire. Now it's time to get them to take action. • Whether it's going to your website, picking up the phone or sending an order, the last section of your advertisement needs to contain a powerful call to action.
  • 17. Bed and Breaktfast Advertising
  • 18. Another brilliant advertising from Durex Another briliant advertising from Durex
  • 20.
  • 21. 6 Elements of Good PR 1. Good PR is telling the client what they need to hear instead of what they want to hear. Good PR recognizes that the best “PR strategy” needs to be followed-up with the client’s good products/services or else it’s all a vain and wasted effort that harms everyone’s reputation.
  • 22. 2. Good PR is not just about the over-glorified launch. Good PR helps build and sustain a groundswell of brand support — incrementally changing consumer behaviors via a steady stream of relevant and candid communication to both “media” and “consumers.”
  • 23. 3. Good PR celebrates the client’s customers in an inclusive, non-exploitive way. And, good PR welcomes the input of “neutrals” and especially “critics,” and adapts strategy accordingly.
  • 24. 4. Good PR is proactive in idea generation and responsive in a crisis. Good PR finds the balance.
  • 25. 5. Good PR is measurable. (And yet also hard to measure, since most clients want to measure different things.)
  • 26. 6. Good PR leverages pre-existing relationships with influential people — relationships built on trust and credibility earned over years of service.
  • 27. PROMOTION • Sales promotion refers to short term use of incentives or other promotional activities that stimulate the customer to buy the product. • Sales promotion techniques are very useful because they bring: (a) Short and immediate effect on sale. (b) Stock clearance is possible with sales promotion. (c) Sales promotion techniques induce customers as well as distribution channels. (d) Sales promotion techniques help to win over the competitor.
  • 28. MERITS of SALES PROMOTION 1. Attention Value: The incentives offered in sales promotion attract attention of the people. 2. Useful in New Product Launch: The sales promotion techniques are very helpful in introducing the new product as it induces people to try new products as they are available at low price or sometimes as free sample.
  • 29. 3. Synergy in Total Promotion Efforts: • Sales promotion activities supplement advertising and personal selling efforts of the company. Sales promotion adds to the effectiveness of advertisement efforts. 4. Aid to other Promotion Tools: • Sales promotion technique makes other promotion techniques more effective. Salesmen find it easy to sell products on which incentives are available. MERITS of SALES PROMOTION
  • 30. Direct and Personal Selling • Personal selling means selling personally. This involves face to face interaction between seller and buyer for the purpose of sale. • The personal selling does not mean getting the prospects to desire what seller wants but the concept of personal selling is also based on customer satisfaction.
  • 31. Benefits of Direct and Personal Selling 1. Helps in Identifying Needs. Salesmen help the customers to discover their needs and wants and they also help customers to know how these needs and wants can be satisfied.
  • 32. 2. Latest Market Information. In personal selling salesmen provide information regarding the new products available in market, uses of those products etc.
  • 33. 3. Expert Advice. Customers can get expert advice and guidance in purchasing various goods and services.
  • 34. 5 Ways to Create a Successful Integrated Marketing Campaign
  • 35. Step 1: Have a clear understanding of who your target audience is.
  • 36. Step 2: Pick your channels. In addition to asking, 'Which channels do my customers use?' ask yourself 'What are the channels' strengths and weaknesses? How will they help me reach my business objectives?'
  • 37. Step 3: Have a consistent look Make sure your visual identity is consistent
  • 38. Step 4: Create clear, consistent content that can easily be adapted or repurposed to suit different media or channels.
  • 39. Step 5: Ensure that your messaging is integrated.