The document discusses marketing communication and promotion. It defines communication, marketing communication, and the various elements of the promotion mix - advertising, personal selling, sales promotion, publicity, and public relations. For each element, it outlines their objectives, importance, features, and examples of techniques. Overall, the document provides an overview of concepts related to marketing communication decisions and the role of various promotional tools in transferring information to consumers.

1. Marketing
Communication Decisions
Dr. Gopal Thapa
Tribhuvan University

2. Communication
 Communication is the transfer of information from
a sender to a receiver with the information being
understood by the receiver.
Koontz & Weihrich
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3. Communication
 Derived from Latin word “Communis”
 Common ground of understanding
 Transference and understanding of meaning
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4. Elements of Communication
(5Ws)
 Who says? (Sender)
 What? (Message)
 How? (Channel)
 Whom? (Receiver)
 With what effects? (Response)
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5. Marketing Communication
 Marketing Communications are the means by
firms attempt to inform, persuade and remind
consumers – directly or indirectly, about the
products and brands they sell.
 Kotler
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6. Objectives of Communication
 Informing
 Persuading
 Reminding
 Reinforcing/reassurance
 Image building
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7. Structure of Communication
 Formal and informal communication
 Internal and external Communication
 Downward, upward and lateral communication
 Oral, written and non-verbal communication
 Direct and indirect communication
 Personal and non-personal communication
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8. Meaning of Promotion (Marketing
Communication)
 Promotion includes all the activities the company
undertakes to communicate and promote its
products to the target market (Kotler)
 Promotion is the elements in an organization’s
marketing mix that serves to inform, persuade, and
remind the market of a product and or the
organization selling it, in hope of influencing the
recipients feelings, beliefs or behavior (Stanton)
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9. Objectives of Promotion
 Informing
 Persuading
 Reminding
 Reinforcing/ ressurance
 Image building
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10. Role of Communication in
Marketing
 Informing
 Persuading
 Reminding
 Reassuring
 Image building
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11. Process of Marketing
Communication
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12. Components of Promotion Mix
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13. Advertising
 Advertising is any paid form of nonpersonal
presentation and promotion of ideas, goods or
services by an identified sponsor. (Kotler)
 Advertising is all activities involved in presenting
to an audience a non-personal, sponsor-identified,
paid-for message about a product or an
organization (Stanton).
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14. Features of Advertising
 Advertising involves cost
 Advertising has a message
 Advertising is non-personal
 Advertising has identified sponsor
 Advertising has objectives
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15. Objectives of advertising
 Information
 Persuasion
 Reminder
 Reinforcement
 Image building
 Competition
 Help other promotional tools
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16. Importance of Advertising
 Information
 Brand loyalty
 Market share
 New segments
 Support other promotional tools
 Image
 Employment
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17. Importance of Advertising
 Doing business without advertising is winking at a
girl in the dark, you know what you are doing, but
nobody else does.
 No one can escape from death, tax and adverting
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18. Advertising Media
 Indoor media
 Outdoor media
 Direct media
 Display media
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19. ATL & BTL Media
 ATL – Above the line
 BTL – Below the line
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20. Factors Affecting Selection of
Media
 Objectives of advertising
 Nature of product
 Cost/ budget
 Media coverage
 Nature of message
 Impact of media
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21. Personal Selling
 Personal selling is the personal communication of
information to persuade somebody to buy
something. (Santon)
 Personal selling is face to face interaction with one
or more perspective purchasers for the purpose of
making presentations, answering questions and
procuring orders. (Kotler)
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22. Importance of Personal Selling
 Two-way communication
 Persuasion
 Relationship building
 Non-selling functions
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23. Types of Personal Selling(based on location)
 Indoor selling
 Outdoor selling
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24. Types of Personal Selling(based on employer)
 Manufacturer’s salesperson
 Wholesaler’s salesperson
 Retailer’s salesperson
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25.  Missionary selling
 Technical selling
 Team selling
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26. Personal Selling Process (Indoor Selling)
 Draw attention
 Ascertain needs
 Presentation
 Meeting objections
 Closing the sale
 Additional sales
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27. Personal Selling Process (Outdoor Selling)
 Prospecting
 Pre-approach
 Approach
 Presentation
 Meeting objections
 Closing sale
 Follow-up
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28. Sales Promotion
 Sales promotion consists of diverse collection of
incentive tools, mostly short term, designed to
stimulate quicker and /or greater purchase of
particular products/services by consumers or the
trade. (Kotler)
 Sales promotion refers to demand-stimulating
devices designed to supplement advertising and
facilitate personal selling. (Stanton)
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29. Features of Sales Promotion
 Short term
 Incentives
 Quicker response
 Target audience: consumer, trade channels or sales
personnel
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30. Objectives of Sales Promotion
 Encourage greater purchase volume
 Attract new customers
 Introduce new products
 Carry and push new brands
 Increase inventories
 Attract new channel members
 Offset competitive promotion
 Better store display
 Motivate sales force
 Support new products
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31. Methods of Sales Promotion
 Consumer promotion
 Trade promotion
 Sales force promotion
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32. Methods of Consumer Promotion
 Free samples
 Coupons
 Rebates/money refund
 Premium (gifts)
 Price off
 Contest and prize
 Display and demonstration
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33. Methods of Trade Promotion
 Free goods
 Allowances
 Price-off
 Sales contest
 Gift items
 Credit facilities
 Trade show
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34. Methods of Sales-force Promotion
 Sales contest
 Trade show/conventions
 Gift items
 Promotional kits
 Bonus and commission
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35. Publicity
 Publicity is any communication about an
organization, its products or policies through the
media that is not paid for by the organization.
(Stanton)
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36. Features of Publicity
 Communication with public groups
 No identified sponsor
 Done through various media
 Free of cost
 High credibility
 Can be positive or negative
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37. Objectives of Publicity
 Announce new products
 Build interest in established products
 Announce policies and performance
 Announce technological development
 Counter negative publicity
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38. Types of Publicity
 Personal communication
 Press conference
 News releases
 Feature articles
 Publications
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39. Public Relations
 Public relations involve a variety of programs
designed to promote and or protect a company’s
image or its individual products. (Kotler)
 Public relations is a management tool designed to
favorably influence attitudes towards an
organization, its products and its policies.
(Stanton)
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40. Objectives of Public Relations
 Announce new products
 Build interest in established products
 Announce policies and performance
 Announce technological development
 Maintain good relations with community
 Counter negative publicity
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41. Nature of Public Relations
 Media relations
• Personal communication
• News releases
• Feature articles
• Publications
 Public service activities
 Sponsorship of events
 Lobbying
 Exhibits and displays
 Problem solving
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42. Factors Affecting Promotion Mix
 Promotion objectives
 Nature of product
 Nature of target market
 Stage of PLC
 Size of promotion budget
 Competitors promotion mix
 Government rules and regulations
 Promotion mix strategy
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43. Promotion strategies
 Pull and push strategies
 Personal and mass communication strategies
 Cooperative promotion strategies
 Online promotion strategies
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44. Thank you
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