This slide is all about markcom (Marketing+ Communication)

1. Marketing
communications

2. Marketing communications
principles, basic
elements, instruments
Process MARKETING MIX
Communication
Theory
Push & Pull
Strategy
01
04
02
05
03

3. Marketing communications
principles, basic elements, instruments
● Definitions of marketing communications
● Basic instruments of MarCom.
● Process of communication and its basic elements
● Evolution of marketing communications concepts
● World discussion on integrated marketing
communications.
● Principles of effective marketing
communications: target audience, choice of
medium, message, budgeting, monitoring and
control.

4. MARKETING
Marketing is
the activity, set of institutions, and
processes
for creating, communicating, delivering,
and
exchanging
offerings
that have value for customers, clients,
partners, and society at large.

5. COMMUNICATION
1. an act or instance of
transmitting;
2. a verbal or written
message;
3. a process by which
information is exchanged
between
individuals through a
common system of
symbols,
signs, or behavior, also:
exchange of information;
4. A system (as of telephones)
for communicating: a
system of routes for moving
troops, supplies, and
vehicles;
5. A technique for expressing
ideas effectively (as in speech);
the technology of the
transmission of
information

6. Marketing communications
A process by which product information is
PRODUCT INFORMATION
TARGET
AUDIENCE

7. MARKETING MIX
List price, usual
terms of
payment, usual
discounts,
terms of credit, long-
term
saving campaigns
PRICE
Advertising
Sales promotion
Personal selling
PR
PROMOTION
Product
characteristics
options, assortment,
brand
name, packaging,
quantity,
factory guarantee
PRODUCT
Different
channels, density of
the distribution
system, trade
relation mix (policy of
margins, terms of
delivery, etc),
merchandising
advice
PLACE

8. Maybe you need to divide the content
PR
Adverti
sing
Event
Marketi
ng
Sponso
rship
Produc
t
placem
ent
Mercha
ndising
New
Media
Internet
POS
materia
ls
Sales
Promot
ions
Mobile
Comm
unicati
ons

10. EVOLUTION OF MARKETING
COMMUNICATIONS
CONCEPTS
● MARKET
● MEDIA & COMMUNICATIONS
● CONSUMERS

11. FOCUS ON
● CONSUMER
● DATA BASED MARKETING
● INTERACTIVE COMMUNICATIONS
● MEASURED RESULTS

12. Push strategy
• Directs communication
efforts at channel members
• Many products, such as
business products, are
promoted with a push
strategy, involving personal
selling and use of trade
promotions
Pull strategy
• Directs promotion at the end
consumer
• Most consumer products
would rely more heavily on
a pull strategy
• where promotion is directed
at the consumer to
stimulate demand
Push & Pull Strategy

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