The document outlines marketing communication strategies, emphasizing the importance of understanding the target audience, designing effective messaging, and the various elements involved in the marketing communication process. It also details advertising copy essentials, types of advertisements, and various sales promotion tools aimed at boosting short-term sales. Specific tactics, such as discounts, gifting, sampling, and email marketing, are discussed as effective ways to engage customers and drive purchases.

1. KAUSHIK JAISWAL
7276888855 kaushjaiswal@gmail.com

2. MARKETING COMMUNICATION
Marketing communications refer to the strategy used
by a company or individual to reach their target
market through various types of communication.
Marketing communication includes advertising, direct
marketing, branding, packaging, sales presentations,
trade show appearances etc.
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3. ELEMENT OF MARKETING COMMUNICATION PROCESS
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Sender Encoding Message
Media Decoding Receiver
Response Feedback Noise
1 2 3
4 5 6
7 8
See : Elements of Communication Process
9

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5. MARKETING COMMUNICATION PROCESS STEPS
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1. • Identification of the Target audience
2. • Determination of the communication objectives
3. • Designing of Message
4. • Message Content
5. • Message Structure & Format
6. • Choosing Media
7. • Collecting Feedback
See : Communication Process Steps

6. 7 STEPS TO DEVELOP AN EFFECTIVE MARKETING
COMMUNICATIONS STRATEGY
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1. The Better You Know Your Audience, the Better You Can Appeal
to their Interests
2. Uncover Your Unique Selling Proposition
3. Sharpen Your Brand Look and Feel
4. Ensure that All Messaging is Consistent
5. Choose Your Marketing Mix
6. Establish Marcom Success Measurements (Metrics)
7. Manage Leads and Client Data
See : Steps to develop an effective communication strategy

7. MARKETING COMMUNICATION OBJECTIVES
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To Increase Awareness
To Change Attitudes
To Influence Purchase Intent
To stimulate Trial Purchase
To Drive Brand Switching

8. ADVERTISING COPY
An advertising copy is a term used to describe the main text
used in the advertisement. The text could be a dialogue, a
catchy punch line or a company’s dictum.
It is a print, radio or TV advertising message that aims at
developing and retaining an interest of the target customer and
prompting him to purchase the product within a couple of
seconds.
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9. ADVERTISING COPY - EXAMPLE
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10. ESSENTIALS OF A GOOD ADVERTISEMENT COPY
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Attention
Confirming
Apt
Clear
Brief
Assurance of benefits
Credibility
1
2
3
4
5
6
7

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❑An ad copy must focus on the credibility or the reliability of the ad.
❑The copywriters should essentially flaunt an element of reliability in the ad
so that the consumers are convinced to go ahead with the product.
❑The credibility of an advertisement is the extent of honesty in the ad
message. Misleading and misinterpreted ads harm the reputation of the
selling house.
Credibility
❑The keywords, punch lines or phrases that seize the attention of the
potential consumers or some component in the ad that attracts the
target audience is essential in a good advertising copy.
Attention
❑An advertisement copy must contain some promise of the benefits that
the product offers if the consumer purchases and uses the product.
Assurance of benefit

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❑An ad copy must be brief and clear, i.e. it must be to the point.
❑It doesn’t mean that the copy must omit the important elements
of the ad.
❑A clear copy is easy and quick to be read by the readers.
❑It is self-explanatory, definite, and precise.
Brief and clear
❑The copy must be apt and must match the needs of the prospects.
❑A copywriter has to use the most suitable USP.
❑Every ad copy must meet the conforming standards and rules
acceptable to the advertising media and the laws of the land.
❑A copy that offends the morality challenges religious beliefs of the
people is not welcomed by any media.
Apt and conforming

13. A WELL DEFINED ADVERTISING COPY MUST
PERFORM THE FOLLOWING FUNCTIONS:
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1.
Attract Attention
2.
Command Interest
3.
Create Desire
4.
Inspire Conviction
5.
Provoke Action

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Advertising Copy
On the basis of
functions
Educational
Competitive
Institutional
On the basis of
purpose
Goodwill
Selling
On the basis of
appeal
Reason why
Human Interest
On the basis of
mode of conveying
of the message
Expository
Suggestive
Direct
Indirect
Descriptive
Argumentative
On the basis of
forms
Medium Feature
Feature
ADVERTISING
COPY
CLASSIFICATION
See : Classification

15. EDUCATIONAL COPY
❑ It aims at educating the public, regarding the use of a product.
❑ Such an advertisement copy depicts the specialties of the product, in
contrast to the existing ones.
❑ People keep certain habits which cannot be easily changed. Demand
can be created when such habits are changed.
❑ This type of copy introduces new habits and attracts people towards the
product.
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16. COMPETITIVE COPY
❑ It aims at putting forth the special features of a product.
❑ It promotes to differ one brand from competitors’ brands.
❑ It meets the challenge of the competitors.
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17. INSTITUTIONAL COPY
❑ It sells not the products of the institution but
the name of the institution.
❑ Also known as PRESTIGE or CORPORATE
advertising, this is the type of advertisement
used to present the company’s image.
❑ When a pharmaceutical firm takes space it
describes its research skills, its contribution to
society etc.
❑ The copy aims to develop and maintain a
good-will for the product that the product
comes from a reputed house.
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18. GOODWILL & SELLING COPY
❑ GOODWILL COPY is one which does not try to sell a product but aims to
sell the public some idea on the firm in general, on the quality of its
product, its utility, etc.
❑ SELLING COPY is used by the mail-order house to effect a sale by mail, or
by the manufacturer who sells through retailers, to persuade the buyer to
call for his brand at the retail store.
❑ It is used by the retailer to make an immediate sales of the goods, which
he may have to stock.
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19. REASON WHY COPY
❑ A Reason Why advertising copy offers reasons as to why the consumers
are expected to buy the product of a particular brand.
❑ The reason why copy appeals directly to the intellect or the judgment of
an individual than the emotions.
❑ It tries to explain the product qualities and benefits by giving evidence in
the forms of testimonials, guarantees, customer experiences, and so on.
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20. HUMAN INTEREST COPY
Human interest copy entices the emotions and senses of its prospective
customers rather than the intellect and judgment.
❑ This advertisement copy defines the product to people instead of sticking
to facts.
❑ Human Interest copy gets to selling part indirectly or reluctantly.
❑ It focuses on people’s undying interest in themselves, their families and
friends.
❑ The most important forms of Human Interest Copy are-
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Humorous
copy
Fear copy
Predicament
copy
Story copy

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• Humorous ad copy is a copy which is designed to make the
reader laugh.
• This copy brings about a smile on the readers face.
HUMOROUS COPY
•Fear ad copy arouses a sense of fear in the reader to save
their lives or to protect themselves from something.
•It creates interest among its consumers by instilling a sense
of fear in them.
•Fear advertisement copies must be designed carefully as it
may carry an unpleasant association on the viewer’s mind
concerning the product.
FEAR COPY

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•In a story copy, a story is narrated in a very interesting way to
develop interest amongst its prospects.
•Customer experiences can also be narrated in the form of a
story.
STORY COPY
•In a predicament copy, the copy provides a dramatic
explanation about the product.
•This copy explains all the advantages and benefits of using
the product.
•The predicament copy usually takes over the other three
forms of the advertisement copy.
PREDICAMENT COPY

23. EXPOSITORY COPY
❑ EXPOSITORY COPY is not to conceal but to expose the facts as they are
clear and concise ideas are given.
❑ It explains the construction, uses, merits, operation and superiority of
advertised articles.
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24. SUGGESTIVE COPY
❑ SUGGESTIVE COPY directly or indirectly conveys the message, which
leads to sales.
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25. DESCRIPTIVE & ARGUMENTATIVE COPY
❑ DESCRIPTIVE COPY conveys the ideas in words or pictures so as to impress
the readers’ mind and thus act upon it.
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❑ ARGUMENTATIVE COPY is a message supported by facts.

26. ELEMENTS OF AN ADVERTISEMENT COPY
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1. Attention Value
2. Suggestive Value
3. Conviction Value
4. Sentimental Value
5. Educative Value
6. Memorizing Value
7. Instinctive Value

27. SALES PROMOTION
Sales promotion is the process of persuading a potential
customer to buy the product.
❑ Sales promotion is designed to be used as a short-term tactic to boost
sales – it is rarely suitable as a method of building long-term customer
loyalty.
❑ Some sales promotions are aimed at consumers. Others are targeted at
intermediaries and at the firm's sales force.
❑ Sales promotion is a type of Pull marketing technique.
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28. OBJECTIVES OF SALES PROMOTION
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1. To increase sales by publicity through the media.
2. To disseminate information through salesmen, dealers etc.
3. To stimulate customers to make purchases at the point of purchase.
4. To prompt existing customers to buy more.
5. To introduce new products.
6. To attract new customers.
7. To meet competition from others effectively.

29. SALES PROMOTION TOOLS
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1. Discounts –
Trade /
consumer
2. Gifting 3. Coupons
4. Financing 5. Sampling 6. Bundling
7. Contests
8. Refunds &
Rebates
See : Promotion Tools

30. SALES PROMOTION TOOLS
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9. Exchange
offers
10. Free trial
11. Email
Marketing
12. Exhibitions
13. Trade
Shows
14.
Demonstrations
15. Continuity
programs
16. Quantity
Discount
See : Promotion Tools

31. DISCOUNTS – TRADE / CONSUMER
❑ The most common type of sales
promotions is consumer discounts or trade
discounts.
❑ If there is a 10% discount on the product
for the consumer, then it is known as
consumer discount.
❑ However, if there is a 10% discount to the
dealer when he is purchasing from the
company, it is known as trade discount.
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32. GIFTING
❑ One of the most common ways to
promote your store during festival time or
when there is a huge walk in expected is
Gifting.
❑ It is also a way to increase the sales of the
products because customers have an
anticipation that they might win a gift from
the store.
❑ Another popular way to use gifting is to
advertise “Assured gifts”.
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33. COUPONS
❑ Used to motivate people to purchase
when they think the price is high or it can
be incentive to buy your product above
the competitors.
❑ Domino’s, Pizza hut and McDonalds very
prominently use coupons in their
marketing.
❑ If you have their coupon in hand, you get
a discount of X amount on the purchase.
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34. FINANCING
❑ Companies which have huge resources
generally act as Financers.
❑ They allow customers to purchase a
product on EMI or on different financing
options. All this happens for a minor
processing fee and less interest.
❑ As a result, the customer, who does not
have complete money to buy the
product, will likely purchase the product
using financing options.
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35. SAMPLING
❑ It is predominantly used in the FMCG
industry for perfumes, deodorants, soaps
or even eatables.
❑ Sampling is an excellent way to introduce
your product in the market and at the
same time to increase the awareness of
the product.
❑ The customers who are being targeted by
sampling carry a huge lifetime value.
Once they get hooked onto your product,
they won’t leave it that early.
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36. BUNDLING
❑ Bundling is when you put a combination of
products on sale for the same price.
❑ We see bundling strongly in retail where a
shampoo might be bundled with a soap
or we can see a bundled combinations of
many different items.
❑ If the products are bundled together and
both products are of an excellent brand,
then the bundled product will sell much
higher quantities and will defeat
competition in numbers.
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37. CONTESTS
❑ There are different forms of contests which
can be run to gather more customer
information or to motivate the customer to
try the product or to create awareness
about the new retail place.
❑ Contests can be as simple as winning a
gift through a scratch card, or it can be an
in house game in a retail showroom or it
can be an online contest for which users
have to enter their information.
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38. REFUNDS & REBATES
❑ Refunds are a marketing tactic when you
get a partial amount refunded to you
based on an action you have taken.
❑ For example – if you bring the parking
ticket to the showroom, your parking
amount will be refunded by the store.
❑ Rebate is a type of partial refund which is
most popular in the United states, though
not much popular in other countries.
❑ In rebates, you fill forms while checking out
of stores.
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39. EXCHANGE OFFERS
❑ In exchange offer, you can exchange an
old product for a new product. You will
receive a discount based on the valuation
of your old product.
❑ So, if you had an old washing machine at
home and there was an Exchange offer in
the market, then you will receive an X
amount for the washing machine which is
decided by the parent company or the
retailer. This X amount will be deducted
from your final payable amount.
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40. FREE TRIAL
❑ Programs where you can use the product
for some time but later on have to
purchase the product to use it completely.
❑ This is done so that the customer gets a
chance to trial run the product before he
pays for the product in full.
❑ Programs
like Adobe Photoshop, Microsoft office 365
and others are known to give free trial
programs of upto a month so that the
customer can know more about the
product, he can try it and then purchase.
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41. EMAIL MARKETING
❑ Email marketing was, is and is touted to
always be one of the best ways to
promote your business.
❑ It is one of the most commonly used types
of sales promotions across the world
because of its ease of implementation
and because of its penetration.
❑ Each and every one of us has an email
account which we access regularly. Thus,
an Email is personal to us when received in
our phone and we are bound to check it
out.
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42. EXHIBITIONS
❑ More commonly used in Food, Jewellery,
Clothing and similar industries where sellers
want to showcase the products they have
to their buyers.
❑ These buyers might be consumers or they
may be industrial buyers.
❑ An exhibition generally consists of one
player who is exhibiting his goods.
❑ However, it can also be a combination of
players who are all there to showcase their
wares.
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43. TRADE SHOWS
❑ While exhibitions are targeted
towards individual buyers, Trade shows are
targeted towards resellers, dealers,
distributors and bulk buyers.
❑ A trade show is typically a display point for
all top companies within an industry.
❑ These companies are there to compete
and grab the maximum eyeballs of
retailers, dealers and distributors.
❑ While Exhibitions are concentrated mostly
on individual buyers, trade shows are
concentrated towards bulk buyers.
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44. DEMONSTRATIONS
❑ Demonstrations are an excellent way to
create more awareness of the product
and to make customers comfortable
towards a technical product.
❑ Technicality of the product can be a
barrier to purchase.
❑ By demonstrating the actual working of a
product, you are removing a barrier to
purchase.
❑ Hence demonstration is a type of sales
promotion mostly used for technical type
of products.
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45. CONTINUITY PROGRAMS
❑ A marking strategy wherein the seller
launches an ongoing promotion in order
to attract and retain customers.
❑ An example is where a supermarket offers
to give away gifts every month for
customers who buy a certain type or
amount of product.
❑ Airline frequent flier discounts are also
examples of a continuity program.
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46. QUANTITY DISCOUNT
❑ The more quantity of the product you buy,
the more is the discount.
❑ So for example, a single soap may cost $1
but a combined package of 5 units of
soap might cost you $4, giving you a 20%
discount on the purchase.
❑ The quantity discount is not applicable
only to consumers.
❑ It is also applicable in trade where a
dealer or distributor might be given a
discount of 5-10% if he purchases a higher
quantity of product.
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47. DISTRIBUTION CHANNEL
A distribution channel is a chain of businesses or
intermediaries through which a good or service passes
until it reaches the final buyer or the end consumer.
Distribution channels can include wholesalers, retailers,
distributors, and even the Internet.
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See : Distribution Channel

48. FUNCTIONS OF DISTRIBUTION CHANNELS
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1. Sorting
2. Accumulation
3. Allocation
4. Assorting
5. Product Promotion
6. Negotiation
7. Risk Taking

49. TYPES OF DISTRIBUTION CHANNELS
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Distribution Channel
Direct Channel
Door
to
door
selling
Internet
selling
Mail
order
selling
Company
owned
retail
outlets
Tele
marketing
Indirect Channel
One
Level
Channel
Two
level
channels
Three
level
channels

50. DIRECT CHANNEL OR ZERO LEVEL CHANNELS
When the producer or the manufacturer directly sells
the goods to the customers without involving any
middlemen, it is known as direct channel or zero
level channel.
❑ It is the simplest and the shortest mode of distribution.
❑ Selling through post, internet or door to door selling etc. are
the examples of this channel.
❑ For example, Mc Donald's, Bata, etc.
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51. INDIRECT CHANNELS
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One Level Two Level Three Level

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•It is usually adopted for specialty goods.
•For example Tata sells its cars through company approved retailers.
(a) Manufacturer-Retailer-Consumer (One Level Channel):
•This is the most commonly used channel for distributing goods like soap, rice,
wheat, clothes etc.
(b) Manufacturer-Wholesaler-Retailer-Customer (Two level
channels):
•The manufacturers supply the goods to their agents who in turn supply them to
wholesalers and retailers.
• This level is usually used when a manufacturer deal in limited products and yet
wants to cover a wide market.
(c) Manufacturer-Agent-Wholesaler-Retailer-Consumer (Three
level channels):

53. FACTORS DETERMINING CHOICE OF CHANNELS OF
DISTRIBUTION
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Product Related Factors
Company Characteristics
Market Factors
Competitive Factors
Environmental Factor
1
3
5
2
4

54. FACTORS DETERMINING CHOICE OF CHANNELS OF
DISTRIBUTION
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(a) Nature of Product
(b) Perishable and Non- Perishable Products
(c) Value of Product
(d) Product Complexity
1. Product Related Factors
(a) Financial Strength
(b) Control
2. Company
Characteristics
(a) Size of Market
(b) Geographical Concentration
(c) Quantity Purchased
3. Market Factors

55. THANK YOU..!
KAUSHIK JAISWAL
7276888855 kaushjaiswal@gmail.com
See : Elements of Communication Process
See : Communication Process Steps
See : Steps to develop an effective communication strategy
See : Advertisement Copy Classification
See : Promotion Tools
See : Distribution Channel