The document discusses the theoretical aspects of marketing communications, detailing various entities involved in marketing such as goods, services, events, and ideas. It emphasizes the importance of communication as a key component in the marketing process for engaging with stakeholders and consumers. Additionally, it outlines the modern marketing communications mix, which includes tools like advertising, public relations, personal selling, and direct marketing.

1. MARKETING
COMMUNICATIONS
ADVERTISING, PUBLICITY
& BRAND MANAGEMENT
By
Himansu S M / 20-Jul-2013

2. THEORETICAL UNDERSTANDING
OF MARKETING
COMMUNICATIONS
• WHAT IS MARKETING
• The shortest definition of Marketing
Management is “Meeting Needs Profitably”.

3. WHAT IS MARKETED-1
Marketing people are involved in marketing 10
types of entities –
• Goods – physical products, consumer
products, consumer durables
• Services – transport, repair & maintenance,
legal, financial, consultancy, hotel, specialised
skills
• Experiences – theaters, opera, Disney-world,
ocean cruise, cinema, music concerts

4. WHAT IS MARKETED-2
• Events – trade shows, sports, world cups,
vintage car rally, fashion shows, artistic
performance shows
• Persons – celebrity marketing, film stars,
politicians, artists, performers, advertisers
• Places – cities, states, countries for tourism,
leisure & place for industrialisation & business

5. WHAT IS MARKETED-3
• Properties – ownership of tangible properties
like real estate, house, apartment, farm house,
precious metals and intangible properties like
financial portfolio of various securities
• Organisations – building up identity, image,
reputation, and value in the minds of
consumers

6. WHAT IS MARKETED-4
• Informations – can be packaged & marketed
as a product – text books, encyclopaedias,
magazines & journals on literature, science,
technology, medicine space, now available
thru internet
• Ideas – concept regarding a utility, business
opportunity, advertising / marketing ideas,
scientific & technical, social, financial,
psychological etc.

7. MARKETING
COMMUNICATIONS
• The “Communications” in the marketing
context is in the 4th “P” - “PROMOTION” of the
4Ps of Marketing. The 4Ps are :
• PRODUCT,
• PRICE,
• PLACE &
• PROMOTION

8. INTRODUCTION
• Modern marketing process involves
something more than just developing a good
product, pricing it attractively & making it
accessible. It calls for communication with the
present & potential stakeholders & the
general public. For most companies today, the
question is not whether to communicate, but
rather what to say, to whom, & how often.

9. INTRODUCTION
• In a simple marketing system there is a two-
way flow of entities between
• the “Industry” (a collection of marketers) and
• the “Market” (a collection of buyers)
• They are given in the following matrix, and we
clearly see that it’s a two-way process:

10. FLOW OF ENTITIES
Entities that flow from
Industry to Market are
• Goods / Services,
• Communications.
Entities that flow from
Market to Industry are
• Money,
• Information /
Feedback.

11. COMMUNICATIONS
• Communication and information have attained so
much of refinement and popularity, that the
world has become a global village.
• Despite the incidents of hatred and distrust, the
world has shown that it is united by the instant &
relentless communications.
• In addition to being a global force communication
is the unique tool that marketers use to persuade
the consumers to act as in a desired way, say to
vote, to buy, to donate, to patronise, etc.

12. COMMUNICATIONS
• Communications take many forms, like verbal,
visual or symbolic, and convey special meaning
that the marketers want to impart to the
consumers.
• Communications can evoke emotions that put
consumers in more receptive frames of mind, and
it can encourage purchases that help consumers
solve problems or avoid negative outcomes.
• In short, Communications is the bridge between
marketers & consumers, and between consumers
& their socio-cultural environments.

13. THE MARKETING
COMMUNICATIONS MIX
• This is a way of looking at the whole
marketing process from the viewpoint of the
customer (-Kotler).
• The modern marketing communications mix
(also called the Promotional mix) consists of
Six major tools or models of communications
(which may be further sub-divided), they are:

14. THE MC MIX – 1 & 2
–Advertising: Any paid form of nonpersonal
presentation & promotion of ideas, goods,
or services by an identified sponsor.
–Sales Promotion: A variety of short term
incentives to encourage trial or purchase of
a product or service.

15. THE MC MIX – 3 & 4
–Public Relations & Publicity: A variety of
programmes designed to promote or
protect a company’s image or its individual
products.
–Personal Selling: Face-to-Face interactions
with one or more prospective purchasers
for the purpose of making presentations,
answering questions, and procuring orders.

16. THE MC MIX – 5 & 6
–Direct & Interactive Marketing: Use of mail,
telephone, fax, e-mail, or internet to
communicate directly with or solicit
response or dialogue from specific
customers and prospects.
–Events & Experiences: Company sponsored
activities and programmes designed to
create daily or special brand related
interactions.

17. Advertising
• Print & Broadcast Ads
• Packaging – Outer
• Packaging – Inserts
• Motion Pictures
• Brochures & Booklets
• Posters & Leaflets
• Directories
• Reprints of Ads
• Billboards
• Display Signs
• Point-of-Purchase Displays
• Audio-Visual Materials
• Symbols & Logos
• Video Tape
Public Relations/Publicity
• Press Kits
• Speeches
• Seminars
• Annual Reports
• Charitable Donations
• Sponsorships
• Publications
• Community Relations
• Lobbying
• Identity Media
• Company Magazines
• Events

18. HIMANSU S M / 10-JUL-2013
THANK YOU