supportive connunication & role of E-commerce in marketing communication

1. SUPPORTIVE
COMMUNICATION
&
ROLE OF
E-COMMERCE IN
MARKETING
COMMUNICATION
PRESENTED BY-ASHISH
VAIBHAV

2. SUPPROTIVE COMMUNICATION
 Supportive communication is a style of communicating that has a
specific set of goals and techniques
 The primary goal of supportive communication is to resolve conflict or
achieve change in a situation while preserving, even strengthening,
the relationship between the communicating individuals
 This style of communication is used in many types of interpersonal
interactions…
 It is also effective when used between those with more equal power,
such as spouses, business partners and friends

3. Transit adver tising
 Transit Advertising refers to the advertising that appears inside and
outside on public transport vehicles, in waiting areas, and at
stations and terminals
 it is a category of out of home media that includes bus and taxicab
advertising as well as posters on transit shelters and subways

4. Promotional products
marketing
 Promotional products is the advertising
or promotional medium that uses
promotional products, such as
specialties ,business gifts, awards prizes
etc
 Advertising specialty items in
promotional products include pens
,mugs, key rings, calendars ,T-shirts etc
 These items are usually imprinted with
a company’s name, logo or slogan as a
part of marketing campaign

5. YELLOW PAGES
ADVERTISING
• Yellow pages refers to a telephone directory of businesses,
organized by category, rather than alphabetically by business
name and in which were advertising is sold
• The directories originally printed on yellow paper, as opposed
to white pages for non-commercial listings

6. Movie theatres adver tising
 It is an effective medium of publicity
 Movie theatre media reaches up to 75 million moviegoer each month which
is four times higher than advertisement placed on television
 It reaches target consumers with innovative messages that engage
moviegoers in highly effective manner

7. PRODUCT PLACEMENT IN
MOVIES AND TV
 The latest trend in advertising is to make it, well, less advertorial
 When consumer see their favorite celebrity using a certain brand, it
leads to favorable product image and sale
 Up to 80% people report positive attitude towards placement

8. Point of purchase media
POP contain essential elements
 An insight that illuminates how consumer behaviour can be
influenced
 Involves reaching and connecting with consumers when they are in
the shopping mindset, whether within or outside of the retail
environment itself
 Is a joint effort between manufacturers and retailers
 It motivates Unplanned shopping

9. Contd..
In-Store Media
 All About the customer experience Anything in the retail
environment that communicates to a shopper with the intent to
result in a purchase
 Reaching the consumer while they are in a ―shopping‖ state of
mind

10. E-COMMERCE

11. E-COMMERCE
 E-commerce (electronic commerce or EC) is
the buying and selling of goods and
services, or the transmitting of funds or data,
over an electronic network, primarily the
Internet
 E-commerce can also be defined as any kind of
business-related activity—transaction of
tangible goods or intangible goods taking
place over a computer network

12. Four Categories of E-Commerce
12
B2B
B2C
C2B
Business
And selling
Consumers C2C
to...
Business originating from...
Business Consumers

13. Distinct Categories of E-Commerce
 Business to Business (B2B) refers to the full spectrum of e-commerce that can
occur between two organizations.
This includes purchasing and procurement, supplier management, inventory
management, channel management, sales activities, payment management
&service and support.
Examples: Free Markets, Dell and General Electric
 Business to Consumer (B2C) refers to exchanges between business and
consumers, activities tracked are consumer search, frequently asked questions
and service and support.
Examples: Amazon, Yahoo

14. Distinct Categories of E-Commerce
(cont’d)
 Peer to Peer (C2C) exchanges involve transactions between and among
consumers. These can include third party involvement, as in the case of
the auction website Ebay.
Examples: Owners.com,
 Consumer to Business (C2B) involves when consumers band together
to present themselves as a buyer in group.
Example: www.planetfeedback.com

15. Role of e-commerce in marketing
communication
 Target marketing
 Message Tailoring
 Information Access
 Creativity
 Speed
 Accessibility

16. Thank you