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2013
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BasicMarketing
Communication
Tools
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Fasiul Hoque Fahim
Roll. 29
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Marketing Communications Mix
The specific blend of promotion tools that the company uses topersuasively communicate customer value and build customer
relationships.
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Five Major Marketing Communication Tools
Advertising
Sales PromotionPublic Relations
Personal Selling
Direct Marketing
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Integrated Marketing Communication (IMC)
meansCarefully integrating and coordinating the companys manycommunications channels to deliver a clear, consistent, and compelling
message about the organization and its products.
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1. Start with the customer or prospect.
2. Use any form of relevant contact or touch point.
3. Speak with a single voice.
4. Build relationships.
5. Affect behavior.
F ive Key
Features of IMC
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Obstacles to Implementing IMC
Integration requires tight coordination among all elements of a
marketing communication program.
Few providers of marketing communication services have thediversity of skills required to execute an IMC program.
Direct-to-customer advertising is more difficult than a mass
media campaign.
The greatest challenge is making sure that all marketing
communication tools are consistently executed.
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S.M. Zahidur Rahman
Roll. 45
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meansAny paid form of nonpersonal presentation and promotion of ideas,
goods, or services by an identified sponsor.
Advertising
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Major Advertising Decisions
ObjectivesSetting
BudgetDecisions
DevelopingAdvertising
Strategies
AdvertisingEvaluation
Message Media
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Objectives Setting
Communication Objectives
Sales Objectives
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Budget Decisions
Affordable Approach
Percent of SalesCompetitive Parity
Objective & Task
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Developing Advertising Strategies
Message Decisions Strategy and Execution
&Media Decisions
Major media types
Specific media vehicles
Media timing
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Advertising Evaluation
our beer is brewed in Belgium ..
This ad is not effective
Effectiveness
&
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Md. Mihrab Anjum
Roll. 73
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Sales Promotion
means
Short term incentives to encourage the purchase or sale of a product
or service.
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Major Sales Promotion Tools
ConsumerPromotions
TradePromotions
BusinessPromotions
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Consumer Promotion Tools
Samples
Coupons
RefundsPremiums
Point-of-purchase displays to contests
Sweepstakes
Event sponsorships
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Trade Promotion Tools
Allowance
Discounts
Free goods
Push money
Free specialty advertising items
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Business Promotion Tools
Conventions and Trade shows
Sales contest
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Avijit Ghosh Dastidar
Roll. 97
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Public Relations
meansThe Building good relations with the companys various publics byobtaining favorable publicity, building up a good corporate image, and
handling unfavorable rumors, stories, and events.
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Functions of Public Relation Department
Press relations or press agency Creating and placing newsworthy
information in the news media.
Product publicity Publicizing specific products.
Public affairs Building and maintaining national or local community
relations.
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Functions of Public Relation Department
Lobbying Building and maintaining relations with legislators and
government officials.
Investor relations Maintaining relationships with shareholders and
others in the financial community.
Development Public relations with donors or members of nonprofit
organizations to gain financial or volunteer support.
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Public Relation Tools
News
Speeches
Special events
Written materials
Audio-visual materials
Corporate identity materials
Public service activities
Social networking
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Md. Arif Al Hasan
Roll. 173
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Personal Selling
meansPersonal presentation by the firms sales force for the purpose of
making sales and building customer relationships.
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Personal selling becomes more important
when . . .
The product is more complexThe product is more expensiveThe product is bought infrequentlyThe customers is another business i.e. B2B markets
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The role of the sales representative
To gather information about customer wants
To advise customers
To build goodwill
To deal with complaints
To close the sale - i.e. to secure a sale
To provide after -sales service
To collect orders from customers
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The Personal Selling process
Prospecting
Preapproach
Handling
objections
Approach
Follow-up
Presentation
Closing
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Abu Mohammad Zamilur Rahman
Roll. 177
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Direct Marketing
meansConnecting directly with carefully targeted individual consumers to both
obtain an immediate response and cultivate lasting customer
relationships.
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Forms of direct marketing
Directmail
marketing
Catalogmarketing
Telephonemarketing
Directresponsetelevisionmarketing
Kioskmarketing
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Online Marketing
meansCompany efforts to market products and services and build customer
relationships over the internet.
Fastest- growing
form of direct
marketing
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Online Marketing Domains
B2C B2B
C2C C2B
Targeted to
consumers
Initiated bybusiness
Initiated byconsumer
Targeted to
business
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THANK YOU
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