Communication Mix for Relationship Building

tksabarwal@gmail.com 2
Communication is all about
establishing good
relationships!

GEORGE BERNARD SHAW:
The problem with communication ... is the illusion that it has been accomplished.
JOSEPH PRIESTLEY:
The more elaborate our means of communication, the less we communicate.
ROBERT GREENLEAF:
Many attempts to communicate are nullified by saying too much.
JOSEPH PRIESTLEY:
The more elaborate our means of communication, the less we communicate.
HUBERT H. HUMPHREY:
The right to be heard does not automatically include the right to be taken seriously.

tksabarwal@gmail.com
Bill Bernbach on Persuasion
"The truth isn't the truth until people believe you,
and they can't believe you if they don't know
what you're saying, and they can't know what
you're saying if they don't listen to you, and
they won't listen to you if you're not interesting,
and you won't be interesting unless you say
things imaginatively, originally, freshly”.

The Communication Process
As SendersAs Senders As ReceiversAs Receivers
Inform
Persuade
Remind
Develop messages
Adapt messages
Spot new
communication
opportunities

The Communication Process
NoiseNoise
SenderSender Encoding
Message
Encoding
Message
Message
Channel
Message
Channel
Message
Channel
Message
Channel
Decoding
Message
Decoding
Message ReceiverReceiver

Communication Effects
Communication has always some effect on one or more persons
involved in the communication act.
Type of effects
Effects Intellectual or Cognitive You may gain knowledge
or learn how to analyze, synthesize, or evaluate something
Affective Effects You may acquire or change your
attitudes, beliefs, emotions, and feelings.
Psychomotor Effects You may learn new bodily
movements as well as verbal or non-verbal behaviors

“to facilitate change from the
current to the desired
situation”
Objective of communication is

Points to remember about communication
 Some of the most effective communication efforts are also the
simplest
 Body language is a powerful form of communication
 The absence of communication can be a form of
communication
 Know your audience before you communicate a message.
 People tend to accept facts, information and opinions from
those whom they have confidence in and in whom they trust
 Timing is an essential component of effective
communication
 Feedback is vital to good communication

PURCHASE
CONVICTION
PREFRENCE
LIKING
KNOWLEDGE
AWARENESS
Publicity -advertising
campaign
Cognitive
The realm of thoughts.
Ads provide
information & facts
Affective
The realm of
emotiions.Ads change
attitudes & feelings
Competitive ads.
Argumentative copy
“image” ads
Status glamour appeals
POP ads/deals/price
appeals / testimonials
Conative
The realm of motives,
ads stimulate or direct
desires
Lavidge hierarch of effects model

Marketing Communication
Categories of
Communication
Categories of
Communication
InterpersonalInterpersonal
CommunicationCommunication
InterpersonalInterpersonal
MassMass
MassMass

Promotion
Communication by marketers
that informs, persuades, and
reminds potential buyers of a
product in order to influence
an opinion or elicit a
response.

Above the line
Below the line
ADVRT
PR
PS
SP

The Role of Promotion
Promotional MixPromotional Mix
•Advertising
•Public Relations
•Personal Selling
•Sales Promotion
Promotion PlanPromotion Plan
•Advertising
•Public Relations
•Personal Selling
•Sales Promotion
Promotion PlanPromotion Plan
OverallOverall
MarketingMarketing
ObjectivesObjectives
OverallOverall
MarketingMarketing
ObjectivesObjectives
Marketing MixMarketing Mix
• ProductProduct
• DistributionDistribution
• PromotionPromotion
• PricePrice
Marketing MixMarketing Mix
• ProductProduct
• DistributionDistribution
• PromotionPromotion
• PricePrice
Target MarketTarget MarketTarget MarketTarget Market

Promotional Mix
AdvertisingAdvertising
Elements
of the
Promotional
Mix
Elements
of the
Promotional
Mix
Public RelationsPublic Relations
Personal SellingPersonal Selling
Sales PromotionSales Promotion

Promotional Mix
Personal SellingPersonal Selling
Direct marketingDirect marketing

Goals and Tasks of Promotion
InformingInforming RemindingReminding
PersuadingPersuading
Target
Audience
Target
Audience

InformingInforming RemindingReminding
PersuadingPersuading
Target
Audience
Target
Audience
PLC StagesPLC Stages:
Introduction
Early Growth
PLC Stages:PLC Stages:
Growth
Maturity
PLC Stages:PLC Stages:
Maturity

Informative Objective
• Increase awareness
• Explain how product works
• Suggest new uses
• Build company image

Persuasion Objective
• Encourage brand switching
• Change customers’ perception of
product attributes
• Influence buying decision
• Persuade customers to call

Reminder Objective
• Remind customers that product
may be needed
• Remind customers where to buy product
• Maintain customer awareness

The AIDA Concept
Model that outlines the
process for achieving
promotional goals in terms
of stages of consumer
involvement with the
message.

AIDA and the Promotional Mix
AwarenessAwarenessAwarenessAwareness InterestInterestInterestInterest DesireDesireDesireDesire ActionActionActionAction
Very
effective
Very
effective
Somewhat
effective
Not
effective
Not
effective
PublicPublic
RelationsRelations
PublicPublic
RelationsRelations
Very
effective
Very
effective
Very
effective
Very
effective
Very
effective
Very
effective
Not
effective
Not
effective
SalesSales
PromotionPromotion
Somewhat
effective
Somewhat
effective
Very
effective
Very
effective
Very
effective
PersonalPersonal
SellingSelling
Somewhat
effective
Very
effective
Very
effective
Somewhat
effective
Somewhat
effective

Factors Affecting the
Promotional Mix
Nature of ProductNature of Product
Stage in PLCStage in PLC
Target Market FactorsTarget Market Factors
Type of Buying DecisionType of Buying Decision
Promotion FundsPromotion Funds
Push or Pull StrategyPush or Pull Strategy
FactorsFactors
AffectingAffecting
Choice ofChoice of
FactorsFactors
AffectingAffecting
Choice ofChoice of

Nature of the Product
• Product characteristics
– Business product vs. consumer product
• Costs and risks
• Social risk
Factors that influence promotional mixFactors that influence promotional mix

Product Life Cycle and the
Promotional Mix
Light
Advertising,
pre-
introduction
Publicity
Heavy use of
advertising,
PR for
awareness;
sales
promotion
for trial
AD/PR
decrease
Limited
Sales
Promotion,
Personal
Selling for
distribution
Ads
decrease.
Sales
Promotion,
Personal
Selling
Reminder &
Persuasive
Advertising,
PR, Brand
loyalty
Personal
Selling for
distribution
IntroductionIntroduction GrowthGrowth
MaturityMaturity
DeclineDecline
Sales($)Sales($)
TimeTime

Target Market Characteristics
FOR:
• Widely scattered
market
• Informed buyers
• Repeat buyersAdvertising
Sales Promotion
Less Personal Selling

Type of Buying Decision
Advertising
Sales Promotion
Type ofType of
Buying DecisionBuying Decision
affectsaffects
PromotionalPromotional
Mix ChoiceMix Choice
Type ofType of
Buying DecisionBuying Decision
affectsaffects
PromotionalPromotional
Mix ChoiceMix Choice
ComplexComplexComplexComplex
RoutineRoutineRoutineRoutine
Personal Selling
Not RoutineNot Routine
or Complexor Complex
Not RoutineNot Routine
or Complexor Complex
Advertising
Public Relations

Available Funds
• Trade-offs with funds available
• Number of people in target market
• Quality of communication needed
• Relative costs of promotional elements

Push and Pull Strategies
ManufacturerManufacturer
promotes topromotes to
wholesalerwholesaler
wholesalerwholesaler
WholesalerWholesaler
retailerretailer
retailerretailer
RetailerRetailer
consumerconsumer
RetailerRetailer
consumerconsumer
ConsumerConsumer
buys frombuys from
retailerretailer
ConsumerConsumer
buys frombuys from
retailerretailer
PUSH STRATEGYPUSH STRATEGY
Orders to manufacturer
consumerconsumer
consumerconsumer
ConsumerConsumer
demandsdemands
productproduct
from retailerfrom retailer
ConsumerConsumer
demandsdemands
productproduct
from retailerfrom retailer
RetailerRetailer
demandsdemands
productproduct
from wholesalerfrom wholesaler
RetailerRetailer
demandsdemands
productproduct
from wholesalerfrom wholesaler
demandsdemands
product fromproduct from
manufacturermanufacturer
demandsdemands
product fromproduct from
manufacturermanufacturer
Orders to manufacturer
PULL STRATEGYPULL STRATEGY

Differential Advantage

What is Advertising?
Origin
• Latin root
AD VERTER
• To turn towards
• To attract attention

Definition

Advertising
Impersonal, one-way
mass communication
about a product or
organization that is
paid for by a marketer.

Elaboration
• Paid
• Mediated form of communication
• Identifiable source
• Designed to persuade
• The receiver
• Take some action, now or in the future

Characteristics of Advertising
Communication ModeCommunication Mode
Communication ControlCommunication Control
Feedback AmountFeedback Amount
Feedback SpeedFeedback Speed
Message Flow DirectionMessage Flow Direction
Message Content ControlMessage Content Control
Sponsor IdentificationSponsor Identification
Reaching Large AudienceReaching Large Audience
Message FlexibilityMessage Flexibility
AdvertisingAdvertisingAdvertisingAdvertising
Indirect and non-personalIndirect and non-personal
LowLow
LittleLittle
DelayedDelayed
One-wayOne-way
YesYes
YesYes
FastFast
Same message to all audiencesSame message to all audiences

Objectives of Advertising
• Provide information What the consumer needs to know
• Provide incentives to buy Tell them why
• Reminds and Re-enforces Repetition

Functions of Advertising
• Create awareness of products & brands
• Provide product and brand information
• Create brand image
• Persuade / Convince people
• Provide incentives to take action
• Provide brand reminders
• Reinforce past purchases & brand experiences

Key Concepts
• Strategy
Methodology of meeting objectives and addressing the market in the most effective manner.
Strategy is the logic and
planning that gives the advertisement direction and focus
• Creative Idea
Grab your attention and sticks to your memory
• Creative Execution
What makes the ad memorable?
• Effective & Efficient Media Use
Effective ads are well executed, that means that details such as photography, setting,
printing and production values
are all fine-tuned
How
What & Who
When
& Where

Advertising Effectiveness
Sound Strategy + Great Creativity = Effective Advertising
Strategy
Creative Idea
Execution
Media

Advertising
AdvantagesAdvantages
• Ability to reach large
number of people
• Cost per contact is low
• Can be micro-targeted
DisadvantagesDisadvantages
• Total cost is high

Roles of Advertising

Economic Role

Societal Role

Types of Advertising
Type Example
Brand Mirinda, Nestle Water
Retail/Local Advertising Hyperstar, Al-Fatah
Direct-Response Bestbuy, Real Estate Ads
Business to Business Medical advertising
Institutional / Corporate Bank Alfalah, MCB
Non-Profit Edhi Trust, Colleges
Public Service Anti-Smoking/Anti drugs
Political Political parties
Directory Yellow Pages

Key Players

The Advertiser / Client
• Roles:
– Identify marketing & communication needs
– Initiate advertising effort
– Make decisions about target audience,
budget, when to advertise
– Selects, evaluates pitch & hires agency
– Approves advertising plan (strategy,
creative, media)

Advertisers / Clients
• Types of Advertisers
– Government vs. Private
– Product vs. Services vs. Ideas
– MNC vs. National

The Agency
• Why use agency?
– Strategic & creative expertise
– Workforce talent
– Media knowledge
– Negotiation with media
• Types of agencies:
– Multinational Vs. National Vs. Regional
– Big Vs. Medium Vs. Small
– Niche agencies

The Agency

The MediaThe Media

Advertising Media
Traditional
Advertising Media
Traditional
Advertising Media
Electronic
Advertising Media
Electronic
Advertising Media
 Television
 Radio
 Newspapers
 Magazines
 Books
 Direct mail
 Billboards
 Transit cards
 Internet
 Email
 Fax machines

Public Relations
The marketing function that
evaluates public attitudes,
identifies areas within the
organization that the public
may be interested in, and
executes a program of action
to earn public understanding
and acceptance.

Public Relations
Evaluates public
attitudes
Evaluates public
attitudes
Identifies areas
of public interest
Identifies areas
of public interest
Executes
programs to
“win” public
Executes
programs to
“win” public
Functions ofFunctions of
Functions ofFunctions of

Publicity
Public information about a
company, good, or service
appearing in the mass media
as a news item.

Sales Promotion
Marketing activities--other than
personal selling, advertising,
and public relations--that
stimulate consumer buying and
dealer effectiveness.

Sales Promotion
End
Consumers
End
Consumers
Trade CustomersTrade Customers
Company
Employees
Company
Employees
TargetsTargets
TargetsTargets

Sales Promotion
Free samplesFree samples
ContestsContests
PremiumsPremiums
Trade ShowsTrade Shows
Vacation GiveawaysVacation Giveaways
CouponsCoupons
Popular ToolsPopular Tools
forfor
Consumer SalesConsumer Sales
PromotionPromotion
Popular ToolsPopular Tools
forfor
Consumer SalesConsumer Sales
PromotionPromotion

Personal Selling
Planned presentation to
one or more prospective
buyers for the purpose
of making a sale.
Traditional
Selling
Traditional
Selling
Relationship
Selling
Relationship
Selling

Communication
The process by which we
exchange or share
meanings through a common
set of symbols.

Characteristics of Public
Relations
Public RelationsPublic RelationsPublic RelationsPublic Relations
Usually indirect, non-personalUsually indirect, non-personal
Moderate to lowModerate to low
LittleLittle
DelayedDelayed
One-wayOne-way
NoNo
NoNo
Usually fastUsually fast
Usually no direct controlUsually no direct control

Characteristics of
Sales Promotion
Sales PromotionSales PromotionSales PromotionSales Promotion
Usually Indirect and non-personalUsually Indirect and non-personal
Moderate to lowModerate to low
Little to moderateLittle to moderate
VariesVaries
Mostly one-wayMostly one-way
YesYes
YesYes
FastFast
Same message to varied targetSame message to varied target

Characteristics of Personal
Selling
Personal SellingPersonal SellingPersonal SellingPersonal Selling
Direct and face-to-faceDirect and face-to-face
HighHigh
MuchMuch
ImmediateImmediate
Two-wayTwo-way
YesYes
YesYes
SlowSlow
Tailored to prospectTailored to prospect

Integrated Marketing
Communications
A method of carefully
coordinating all promotional
activities to produce a
consistent, unified message
that is customer focused.

Integrated Marketing
Communications (IMC)
• As defined by the American Association of
Advertising Agencies, Integrated MarketingIntegrated Marketing
Communications (IMC)Communications (IMC) “recognizes the value of
a comprehensive plan that evaluates the
strategic roles of a variety of communication
disciplines—advertising, public relations,
personal selling, and sales promotion—and
combines them to provide clarity, consistency,
and maximum communication impact.

Benefits of an IMC Approach
• It is synergistic, taking into account the multiple
ways to reach potential consumers.
• There is tactical consistency, whereby various
promotion tools complement each other.
• There is interactivity with consumers, with
messages better tailored to specific market segments.
• Every message positively influences the target audience.
• Promotion themes and differential advantages are
understood by all employees who interface with the
targeted audience.
• Advertising, public relations, sales, and sales promotion
personnel cooperate with one another.
• Detailed data bases are maintained.

Sales Person to sell
Customers to buy
Customers to sell More, earlier
Users to buy
Users to use

Communication Mix for Relationship Building

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