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Marketing Communication

Marketing Communication

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Published by kiran7san

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Categories:Types, School Work
Published by: kiran7san on Sep 07, 2010
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02/28/2013

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Kiran Marketing Communication Page 1
1. Communication
Communication is the process of transmitting message and meaning from one person toanother. It involves flow of information and understanding between sender and receiver.
Integrated Marketing Communication (IMC)
is the co-ordination and integration of all marketingcommunication tools, avenues and sources to maximize the impact on audience with minimumcost.
S
tages of IMC
Stage 1
:
Identify, co-ordinate and manage all form of external communication to bring unifiedfocus to the companys brand.
Stage 2
:
Co-ordinate external communication with the internal communication
Stage 3
:
Apply information technology in the program
Stage 4
:
Treat IMC as an investment
Gr
owing Value of IMC
Information Technology
Changes in channel power
Increase in competition
Brand Parity  consumer are offered with wide choices of brand with almost identical attributesand benefits
Integration of information
Decline in the effectiveness of mass media advertising
Globally integrated marketing communication (GIMC)
Communication
S
r
uctu
r
e
Internal (within the company)  External (company with stakeholders)
Direct (pull company to customers)  Indirect (push-through channel members)
Formal  Informal
 ±
Formal
:
downward, upward, two-way, horizontal. Diagonal
 ±
Informal
:
single strand, gossip, probability, cluster
 
Kiran Marketing Communication Page 2
Communication P
r
ocessRole of Communication in ma
rk 
eting
Inform
ati
on
about products existence, price, benefit and availability, develop awareness
 
P
e
rsu
a
s
i
on
 
 
to make purchase decision in favor of companys brand, stimulate product demand 
 
R
e
m
i
nd
i
n
g
 
remind customer about brands availability and its potential to satisfy need 
R
ei
nforc
e
m
e
n
t
 
reassure customers about product benefit, reduces anxiety, brand loyalty 
 
Im
age B
u
il
d
i
n
g
helps in differentiating and positioning of product, promotes brand loyalty 
 
Communication Ma
rk 
eting Mix
A
dv
e
r
ti
s
i
n
g
 indoor, outdoor, direct, display
P
ub
li
c
ity a
nd
p
ub
li
c
 
r
elati
on
 public service, sponsorship, exhibits, lobbying
Sale
s
p
romo
ti
on
 sample, coupons, premium, rebates, free goods, discounts, gifts
P
e
rson
al Selli
n
g
 sales person
D
i
r
e
c
t Ma
rk
eti
n
g
 Face to face, mail order, telemarketing, internet, email/online
Barriers to effective Communication
Physical
Physical DistanceNoisePhysical arrangement
Psychological
PerceptionFilteringDistrustEmotionsBiased ViewpointsDefensiveness
Organizational
Poor planningStructure complexityStatus differenceDistanceInformation overloadTimingTechnology
Semantic
Languagejargon
 
Kiran Marketing Communication Page 3
D
eveloping effective Communication
Id
e
n
ti
y Ta
r
get a
ud
ie
nc
e
 potential buyers, current buyers, influencers, individuals, group or general public; profile their demographic, psychographic characteristics and media habits
D
ete
rm
i
n
e
commun
i
c
ati
on
 
obj
e
c
ti
v
e
s
informing, reminding, persuasion, re-enforcing; seek cognitive, affective and behavioral response
Sele
c
t
cr
eati
v
e plat
form
 
 
decide on message design, structure, format, source
Sele
c
t
ch
a
nn
el
s
-
 personal (advocate, expert & social) & non personal (media & events)
E
s
ta
b
li
sh
 
bud
get 
set limit for spending, choose proper method for allocation
 
D
e
c
i
d
e
m
a
rk
eti
n
g
commun
i
c
ati
on
 
m
ix
Mea
sur
e
commun
i
c
ati
on
 
r
e
su
lt
s
communication, revenue, cost 
2
. Adve
r
tising
Advertising is any paid form of non-personal presentation of goods, service or ideas for action,openly paid for by an identified sponsor
ey Playe
r
s in Adve
r
tising
Advertiser
Ad agency
Media
Vendors 
service organizations assisting above three players
 
Target audience
E
lements of Adve
r
tising
Mi
ss
i
on
 
 
information, persuasion, reminder, reinforcement 
 
M
on
ey
 
development, production, media and admin costs
 
Me
ss
age
Me
d
ia
 
indoor, outdoor, direct, display 
Mea
sur
e
m
e
n
t
 
communication, sales, cost 
Obj
ectives of Adve
r
tising
Information
Persuasion

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