Marketing Communications

Means to inform, persuade & remind consumers-Directly or Indirectly - about Products & Brands they sell

Categories of New Categories of New ProductsProducts

AdvertisingAdvertising

Sales promotionSales promotion

Events & ExperiencesEvents & Experiences

Public RelationsPublic Relations

Personal sellingPersonal selling

Direct MarketingDirect Marketing

Marketing Communications

programs

Marketing Communications

programs

AdvertisingAdvertising Sales Sales PromotionPromotion

Public Public RelationsRelations

Personal Personal SellingSelling

Direct Direct MarketingMarketing

Print and Print and broadcast adsbroadcast ads

Contests, Contests, games, games, sweepstakes, sweepstakes, lotterieslotteries

Press kitsPress kits Sales Sales presentationpresentation

CatalogsCatalogs

Packaging-Packaging-outerouter

Premiums and Premiums and giftsgifts

SpeechesSpeeches Sales Sales meetingsmeetings

MailingsMailings

Packaging Packaging insertsinserts

SamplingSampling SeminarsSeminars Incentive Incentive programsprograms

TelemarketingTelemarketing

Motion Motion picturespictures

Fairs and trade Fairs and trade showsshows

Annual reportsAnnual reports SamplesSamples Electronic Electronic shoppingshopping

Communication Platforms

Marketing Communications

program

Marketing Communications

programBrand EquityBrand Equity

Brand Awareness

Brand Image

Brand responses

Brand Relationships

Macro model of the Macro model of the Communication ProcessCommunication Process

The Communication The Communication ProcessProcess

Target audience may not receive Target audience may not receive the intended message for any of the intended message for any of three reasons:three reasons: Selective attentionSelective attention Selective distortionSelective distortion Selective retentionSelective retention

Micro model of consumer responseMicro model of consumer response

Steps in Steps in Developing Developing Effective Effective CommunicationCommunication

STEP 1

STEP 2

STEP 3

STEP 4

STEP 5

STEP 6

STEP 7

STEP 8

Identify target Audience

potential buyer

Current users

Deciders

Influencers

Groups

General public

STEP 1

STEP2

STEP3

STEP4

STEP5

STEP6

STEP7

STEP8

Communication Objectives

Category Need

Brand Awareness

Brand Attitude

Brand purchase Intention

STEP 1

STEP2

STEP3

STEP4

STEP5

STEP6

STEP7

STEP8

Communication Design

Message Strategy

Appeals, Themes, Ideas to establish-

POP & POD

Creative Strategy

STEP 1

STEP2

STEP3

STEP4

STEP5

STEP6

STEP7

STEP8

Communication Channel

Personal Channels

Nonpersonal Channels

STEP 1

STEP2

STEP3

STEP4

STEP5

STEP6

STEP7

STEP8

Communication Results

Reach & Frequency

Recall & recognition scores

Persuasion changes

Behavior changes