Marketing Communication Strategy

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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