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Marketing Communications – 9

Marketing Communications – 9

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Published by Himansu S M
Wider Issues of Marketing Communications. This is the No. 9 of a Series of Articles on Marketing Communications Strategy to be taught to MBA students in Indian Business Schools.
Wider Issues of Marketing Communications. This is the No. 9 of a Series of Articles on Marketing Communications Strategy to be taught to MBA students in Indian Business Schools.

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Published by: Himansu S M on Feb 09, 2010
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05/11/2014

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EOTLFPANG KHEEVNAKOPAHN[ [PTOPFGQ = KJORPFT ‛ 1
Wa`ft A{{vf{ Hc Eotlfpang Kheevnakopahn{
FSOIVOPAHN ON@ EFO[VTFEFNP =
?.Okkhvnpodaiapq = Dton` owotfnf{{) dton` lnhwif`gf) kv{pheft {opa{cokpahn) on`{fsftoi {vkj fifefnp{ pjop `tasf dton` fvapq otf anpongadif. Pjv{ pjf efo{vtfefnphc fccfkpasfnf{{ a{ ehtf kheriakopf` pjon {aeriq khiifkpang pjf {oif{ on` rthcapcagvtf{. Hnf hc pjf eh{p aerhtponp woq{ ph effp pja{ kjoiifngf a{ ph efo{vtf on`fsoivopf dton` ef{{ogf{ dq hd{ftsang tf{rhn{f{ cthe `accftfnp dton` ef{{ogf{ on`koeroagn{ pjop otf v{f`. Pjf chiihwang otf {hef cfopvtf{ =o.O{ eotlfpft{ {rfn` pjfat kheevnakopahn{ ehnfq an nvefthv{ ef`ao) pjf nff`ph `fpfteanf pjf fccfkpasfnf{{ hc pjf{f fzrfn`apvtf{ dfkhef anktfo{angiqaerhtponp. Dhpj kiafnp{ on` ogfnkaf{ otf khnpanvoiiq {ptasang ph `fpfteanfwjfpjft pjfat kheevnakopahn{ otf whtlang on` jhw wfii pjfq otf whtlangtfiopasf ph hpjft hrpahn{.d.Efo{vtang pjf fccfkpasfnf{{ hc pjf rthehpahnoi rionnang rthkf{{. Tf{fotkjoiihw{ pjf EE ph fsoivopf pjf rftchteonkf hc {rfkacak rthgtoeef fifefnp{ on`rthsa`f{ anrvp ph pjf nfzp rftah`‑{ {apvopahn onoiq{a{. Ap‑{ o nfkf{{otq angtf`afnpph o khnpanvang rionnang rthkf{{) on` qfp ap a{ hcpfn nhp kottaf` hvp.k.Efo{vtodif hdmfkpasf{ fnodif kheronaf{ ph vonpacq pjf fccfkpasfnf{{ hc EKfcchtp{. Fsoivopang on` efo{vtang EK rthgtoeef{ otf `hnf ph {ff wjfpjfthdmfkpasf{ josf dffn efp on` pjf rthgtoeef{ otf fccfkpasf. Effpang htfzkff`ang hdmfkpasf{ {jhw{ pjop pjf kheronq‑{ ehnfq a{ wa{fiq {rfnp.`.Okkhvnpodaiapq a{ o ev{p an dv{anf{{ ph`oq. [potpang cthe pjf phr% pjf dhot` hc `atfkpht{% on` fzpfn`ang `hwn ph pjf iop ifsfi hc {fkpahn{) pjftf‑{ oiwoq{{hefhnf o{lang pjf chiihwang vf{pahn{ =a.Jhw on` wjq ehnfq wo{ {rfnp)aa.Jhw pjf {rfn`ang jfirf` gfnftopf {oif{ on` rthcap{) on`aaa.Wjfpjft pjf ehnfq wo{ {rfnp an pjf eh{p fccfkpasf woq.f.[pv`af{ {jhw pjop 72& hc EE{ `hn‑p lnhw wjop lan` hc tfpvtn pjfq gfp hn pjfateotlfpang ansf{pefnp. [vkj EE{ kon‑p `fcfn` pjfat dv`gfp {rfn`ang) on` otfkhn{ponpiq kherfpang anpftnoiiq wapj hpjft `frotpefnp{ cht pja{.c.Orotp cthe lnhwang wjfpjft pjf hdmfkpasf{ otf efp ht nhp) pjftf‑{ onhpjftaerhtponp tfo{hn a{ ph can` hvp wjq ap whtlf` ht coaif`. Fsoivopahn on`efo{vtfefnp rthsa`f{ pjf cff`dokl) on` pja{ dfkhef{ o do{a{ cht khtrhtopfifotnang.g.Onhpjft aerhtponp tfo{hn cht efo{vtang EK fcchtp{ a{ ph `fpfteanf pjf ’gordfpwffn pjf fzrfkpopahn{ on` tfoiapq. ’Gor Onoiq{a{a{ on onoiq{a{ hc pjf`accftfnkf dfpwffn wjop kv{pheft{ fzrfkp cthe o dton` *do{f` hn pjf dton`ef{{ogf{! on` wjop pjfq okpvoiiq fzrftafnkf ocpft dvqang.j.Fsoivopahn ev{p ankiv`f ktapakoi otfo{ {vkj o{ kth{{%cvnkpahnoi rionnang on`ehnaphtang) dton` ef{{ogf ktfopahn) ef`ao rionnang on` dvqang) on` ia{pfnang phkv{pheft{ on` korpvtang pjfat kherioanp{) {vggf{pahn{) on` kheriaefnp{. Pjf{fotf pjf AEK rthkf{{f{ pjop {ptfngpjfn pjf dton` tfiopahn{jar{ pjop an pvtn `tasfrthcapodif dton`{.?
 
a.Hpjft hdmfkpasf{ hc F on` E ankiv`f =a.Tf`vkang ta{l)aa.Rthsa`ang `atfkpahn)aaa.@fpfteanang ph wjop fzpfnp EK rthgtoeef{ effp hdmfkpasf{) on`as.@fpfteanang ph wjop fzpfnp EK fcchtp a{ o ghh` ansf{pefnp cht kheronq‑{ehnfq. m.EK F on` E rthgtoeef{ otf khn`vkpf` dhpj `vtang pjf `fsfihrefnp hc dton`%ef{{ogf {ptopfgaf{ on` ocpft pjf kherifpahn hc o koeroagn. Pjf do{ak hdmfkpasfa{ ph rtf`akp ht `fpfteanf ’tf{vip{―% a.f.) pjf kjongf{ an dfjosahvt ht oppapv`f{ktfopf` dq on hccft) o rthehpahn) o koeroagn) o kheronq tf{rhn{f ht {hef hpjftpqrf hc dton` ef{{ogf.l.Gfnftoiiq {rfolang) EK fsoivopahn a{ `hnf rtaeotaiq wjfn kheronaf{ *?! josf{a}odif ef`ao dv`gfp{) on` *4! {pon` ph {vccft {agnacakonp canonkaoi ih{{f{ ac pjfdton` ef{{ogf coai{ ph okjafsf pjf EK hdmfkpasf{. Oipjhvgj {hef EE{ cffi pjfatrft{hnoi mv`gfefnp a{ {vccakafnp ph fsoivopf dton` ef{{ogf{ on` koeroagn{)eh{p ’{eotp― EE{ an pjf{f {apvopahn{ rtfcft ph do{f pjfat ’v{f― ht ’`hn‑p v{f―`fka{ahn{ hn {hef pqrf hc hdmfkpasf fsoivopahn.i.Oieh{p onq paef hnf fngogf{ an o rthmfkp ht okpasapq) wjfpjft cht whtl ht cvn){hef efo{vtf hc rftchteonkf hkkvt{. An dv{anf{{ ferihqff{ otf gfnftoiiq gasfnhdmfkpasf{ ph okkheria{j) on` pjfat mhd fsoivopahn otf do{f` hn pjfat odaiapq phokjafsf pjf hdmfkpasf{. O`sftpa{ang on` rthehpahn {jhvi` nhp df on fzkfrpahn.Ap‑{ aerhtponp ph `fpfteanf jhw wfii pjf kheevnakopahn{ rthgtoeef a{ whtlangon` ph efo{vtf pja{ rftchteonkf ogoan{p {hef {pon`ot`{.4.Tfo{hn{ ph Efo{vtf Fccfkpasfnf{{ *Dfnfcap{ ht O`sonpogf{! = O{{f{{ang pjffccfkpasfnf{{ o`{ dhpj dfchtf pjfq otf aerifefnpf` on` ocpft pjf canoi sft{ahn{ josfdffn kherifpf` on` cafi`f` hccft{ o nvedft hc o`sonpogf{) o{ chiihw{ =o.Osha`ang kh{piq ea{polf{ = O jvgf oehvnp hc ehnfq a{ dfang {rfnp cht o`sftpa{angon` rthehpahn) wapjhvp {hef vn`ft{pon`ang hc jhw wfii ap‑{ {rfnp. Ac pjfrthgtoeef a{ nhp okjafsang ap{ hdmfkpasf{) pjf EE nff`{ ph lnhw {h jf kon {phr{rfn`ang ehnfq hn ap) ht polf {hef tfef`aoi efo{vtf dq {hef eh`acakopahn. Ac pjf o`sftpa{ang on` rthehpahnoi rthgtoeef a{ nhp okkheria{jang ap{ hdmfkpasf{)nhp hniq pjf ehnfq {rfnp a{ ih{p dvp {h phh a{ pjf rhpfnpaoi goan pjop khvi` tf{vipchte on fccfkpasf rthgtoeef. Pjv{ efo{vtang pjf fccfkp{ hc o`sftpa{ang `hf{n‑p mv{p {osf ehnfq. Ap oi{h jfir{ pjf cate eozaea{f ap{ ansf{pefnp.d.Fsoivopang Oipftnopasf [ptopfgaf{ = Gfnftoiiq o cate jo{ {fsftoi {ptopfgaf{ vn`ftkhn{a`ftopahn. Tf{fotkj eoq df `f{agnf` ph jfir pjf eonogft `fpfteanf wjakj{ptopfgq a{ eh{p ialfiq ph df fccfkpasf. Kheronaf{ hcpfn pf{p oipftnopf sft{ahn{ hc pjfat o`sftpa{ang an `accftfnp kapaf{ ph `fpfteanf wjakj o` kheevnakopf{ eh{pfccfkpasfiq.k.Anktfo{ang pjf fccakafnkq hc O`sftpa{ang an gfnftoi = [hefpaef{ o`sftpa{ft{ gfp {hkih{f ph pjf rthmfkp pjop pjfq ih{f {agjp hc wjop pjfq‑tf {fflang. On`) dfkov{fpjfq lnhw wjop pjfq‑tf ptqang ph {oq) pjfq fzrfkp pjfat ov`afnkf waii oi{hvn`ft{pon` pjf {oef. Khn`vkpang tf{fotkj jfir{ kheronaf{ `fsfihr ehtffccakafnp on` fccfkpasf kheevnakopahn{. On anktfo{ang nvedft hc kiafnp{ otf`feon`ang okkhvnpodaiapq cht pjfat rthehpahnoi rthgtoeef{ on` rvppang ehtfrtf{{vtf hn pjf ogfnkaf{ ph rth`vkf.4
 
`.@fpfteanang ac Hdmfkpasf{ otf Okjafsf` = An o wfii `f{agnf` AEK rion {rfkacakhdmfkpasf{ otf f{podia{jf`. Ac hdmfkpasf{ otf oppoanf`) nfw hnf{ nff` ph dff{podia{jf` an pjf nfzp rionnang rftah`. On o{{f{{efnp hc jhw rthgtoeeffifefnp{ if` ph pjf oppoanefnp hc pjf ghoi{ {jhvi` polf riokf) on` ( ht tfo{hn{cht if{{%pjon%`f{atf` okjafsfefnp{ ev{p df `fpfteanf`.;.Tfo{hn{ Nhp ph Efo{vtf Fccfkpasfnf{{ *Iaeapopahn{ ht @a{o`sonpogf{!= Kheronaf{gasf o nvedft hc tfo{hn{ cht nhp efo{vtang pjf fccfkpasfnf{{ hc o`sftpa{ang on`rthehpahn {ptopfgaf{) o{ gasfn dfihw =o.Kh{p = Rftjor{ pjf eh{p kheehniq kapf` tfo{hn cht nhp pf{pang *f{rfkaoiiq cht{eoiift cate{! a{ pjf Kh{p ht Fzrfn{f. Ghh` tf{fotkj kon df fzrfn{asf an pfte{ hc dhpj paef on` ehnfq. Eonq EE{ `fka`f pjop paef a{ ktapakoi on` pjfq ev{paerifefnp pjf rthgtoeef wjaif pjf hrrhtpvnapq a{ osoaiodif. Eonq hpjft{dfiafsf pjop pjf ehnfq {rfnp hn tf{fotkj khvi` dfppft df {rfnp hn aerthsf`rth`vkpahn hc pjf o`sftpa{fefnp) o``apahnoi ef`ao dvq{ on` pjf ialf.d.Tf{fotkj Rthdife{ = O {fkhn` tfo{hn a{ pjop ap‑{ `accakvip ph a{hiopf pjf fccfkp{ hc rthehpahnoi fifefnp{. Fokj sotaodif an pjf eotlfpang eaz occfkp{ pjf {vkkf{{ hc o rth`vkp ht {ftsakf. [ankf ap‑{ `accakvip ph efo{vtf pjf khnptadvpahn hc fokjeotlfpang fifefnp `atfkpiq) {hef EE{ gfp ctv{ptopf` on` `fka`f nhp ph pf{p opoii.k.@a{ogtffefnp hn wjop ph pf{p = Pjf hdmfkpasf{ {hvgjp an pjf rthehpahnoirthgtoeef eoq `accft dq an`v{ptq) dq {pogf hc rth`vkp iacf kqkif) ht fsfn cht`accftfnp rfhrif wapjan pjf cate. Cht fzoerif) pjf {oif{ eonogft eoq ialf ph {ffpjf aerokp hc rthehpahn{ hn {oif{) phr eonogfefnp eoq wa`pj ph lnhw pjfaerokp hn khtrhtopf aeogf) on` pjh{f anshisf` an pjf ktfopasf rthkf{{ eoq wa{jph o{{f{{ tfkoii on`(ht tfkhgnapahn hc pjf o`. Iokl hc ogtffefnp hn wjop ph pf{phcpfn tf{vip{ an nh pf{pang.`.Pjf Hdmfkpahn hc Ktfopasf Gthvr = Ap jo{ dffn otgvf` dq eonq *on` `fnaf` dqhpjft{! pjop pjf ktfopasf `frotpefnp `hf{n‑p wonp ap{ whtl ph df pf{pf` on` eonqogfnkaf{ otf tfivkponp ph {vdeap pjfat whtl cht pf{pang. O` ogfnkaf{‑ ktfopasf`frotpefnp otgvf pjopa.Pf{p{ otf nhp ptvf efo{vtf{ hc pjf ktfopasapq on` fccfkpasfnf{{ hc o`{)aa.Orriqang pf{p{ on` efo{vtf{ {pacif{ pjfat ktfopasapq)aaa.Pjf ehtf ktfopasf pjf o`) pjf ehtf ialfiq ap a{ ph df {vkkf{{cvi.On` pjfq wonp rftea{{ahn ph df ktfopasf wapjhvp pjf iaeapang gva`fianf{ pjf EE{ eoqaerh{f.f.Paef = O canoi tfo{hn gasfn cht nhp pf{pang a{ pjf iokl hc paef. EE{ dfiafsf pjfqoitfo`q josf phh evkj ph `h on` mv{p kon‑p gfp othvn` ph pf{pang on`efo{vtfefnp. Cht pja{ rionnang on` htgona{ang paef eoq jfir.0.Pjf Fsoivopahn Rthkf{{ = Fsoivopahn gfnftoiiq polf{ o ihp hc ehnfq) fcchtp *{pocc paef!on` hpjft fzrfn{asf tf{hvtkf{. Pjf eoan a`fo a{ ph can` hvp pjf rthdodaiapq hc {vkkf{{dfchtf pjf ehnfq a{ {rfnp. Ht an pfkjnakoi pfte{ pjf eotlfpft{ wonp ph lnhwwjfpjft pjf ifsfi hc {vkkf{{ waii df jagj fnhvgj ph mv{pacq pjf rthgtoeef‑{ kh{p. Pja{a{ on onoiq{a{ pjop gasf{ pjf Tfpvtn hn ansf{pefnp *THA!. Pjf ehtf a{ op ta{l) pjfehtf kherifz on` taghthv{ fsoivopahn{ on` efo{vtfefnp{ nff` ph df `hnf.o.Pjf Kh{p%Soivf Cokpht = Fsoivopahn{ oiwoq{ josf kh{p{ an pjfat sotahv{ {pogf{. Dvp{hef EK efo{vtfefnp{) jhwfsft jo{ sftq iappif kh{p. Cht fzoerif) pjf ’{riaptvn― hc o`{ an eogo}anf{ kon df `hnf wapj o sftq iappif fzpto ehnfq) cht pwh;

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