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Marketing

Communication

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What is MarketingCommunication ?

its a unique tool used by marketersin an attempt to persuade

consumers to act in a desiredmanner

it bridges the gap betweenmarketers and the consumers andalso between the consumers andtheir socio -cultural environments

Marketing communication support themarket plan and help the target

audience understand and believe inthe advantage of the marketers offerover competitors

Market communication has two flows

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Marketing communication

External Flow

Target AudienceCustomers:

Past Current

Potential

Channel members

CompaniesCompeting and non competing

Others:Govt Agenciespvt agencies

Experts

Internal flowTarget Audience

Company Departments

Employee s

Stock holders

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4 Components

Communication

Source

Destination

Medium

Message

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Barriers To

Communication Selective attention, selectivedistortion, selective recall

Barriers at the source Barriers in encoding Barriers in transmission

Barriers in Decoding

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Types Of communication

system Inter Personal communication:Communication occurring at a personal levelbetween 2or more people

Impersonal CommunicationCommunication directed to large and

scattered audience Persuasive Communication# Specific type of communication in

promotion#if a particular Ad is intended to achieve an

intermediate objective as to build brandawareness/remind the customer , theultimate objective of promotional strategyis to persuade the audience towards thedesired goal of the marketer

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Endorser

Companies expect 3 types of benefits:2. Endorsers increase viewing of TV

ads and readership of newspapers,magazines etc

3. Endorses can influence positiveattitude change towards company

and its brand because of theircredibility

4. Endorsers perceived personalitycharacteristics can get associatedwith a brands imagery

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Persuasion Matrix

Receiver /comprehension Medium /message presentation

Message/feeling Conviction Source/attention

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Source Credibility

It means the extent to which the audienceperceive the source as having relevant

knowledge , expertise , or experience and

believe that source will provide unbiasedand objective information about theproduct or service

the element credibility has 2 importantcomponents

* Expertise* Trustworthiness

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Source attractiveness

Attractiveness of a sourcesurrounded by :

similarity : resemblance betweenthe source

and the members of theaudience

Familiarity: knowledge of thesource

through exposure and

likeability

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Message

It is the thought , idea , attitude ,image or other information that

the advertisers wishes to coveytowards the targeted audience Message sidedness : one sided

Vs two sided

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Order of presentation the

message Climax VS Anticlimax order Recency and Primacy effects