Marketing communication

1. Marketing
Communication
Marketing
Communication

2. Role of Marketing Communications
 Marketing communication are the means by which firms
attempt to informs , persuade and remind consumers-
directly or indirectly about the product and brand they
sell.
 In a sense , they represent the voice of the company and
its brand.
 It also work by showing consumers how and why a
product is used, by whom, where and whom .
 Consumers can learn who makes the product and what
the company and brand stand for , and they can become
motivated to try or use.

3. Marketing Communication Mix

4. Marketing Communication Mix
1. Advertising : Any paid form of non personal
presentation and promotion of idea , goods or services
by an identified sponsor via print media ,broadcast
media , network media , display media.
2. Sales Promotion : A variety of short term incentives to
encourage trial or purchase of a product or service.
3. Event and Experience : Company sponsored activities
and programs designed to create daily or special brand
related interaction with consumers.
4. Public Relation and publicity : A variety of program
directed internally or externally , to promote or protect a
company’s image or its individual product
communications.

5. Marketing Communication Mix
5. Online or social media marketing : online activities
and program designed to engage customers and raise
awareness , improve image.
6. Mobile marketing : Place communication on
consumer’s cell phones , smart phones or tablets.
7. Direct and database marketing : Use of mail ,
telephone fax, e-mail.
8. Personal Selling : Face to face interaction for a
purpose of making presentations , answering questions
and procuring orders.

6. Communication Process Models

7. Steps in Developing Effective Communication

8. Marketing Communication Objectives
 Establish need for category.
 Build brand awareness.
 Build brand attitude.
 Influence brand purchase intention.