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COMMUNICATION: Communication Can Be Defined as The

COMMUNICATION: Communication Can Be Defined as The

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Published by: amit040985 on Feb 09, 2010
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12/13/2011

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UNIT-3

COMMUNICATION: Communication can be defined as the transmission of information and message to consumer via the media of personal contact, mail, print tele/ electronic means and broadcast. Receiving feedback and learning from it also a part of communication. “Communication is the transmission of a message from a sender to a receiver via a medium.” PROCESS OF COMMUNICATION:

ENCODE

CHANNEL MESSAGE

SENDER

RECIEVER MEDIUM Marketing communications are the means by which firms attempt to inform, persuade and remind consumers directly or indirectly about the products and brands they sell. In a sense---“Marketing communications represent the Voice of the company and its brands FEEDBACK and are a means by which it can establish a dialogue and build relationship with customers. MARKETING COMMUNICATION

DECODE

COMMERCIAL INDIVIDUAL FORMAL INFORMAL

VERBAL, NON VERBAL FACTUAL, IMOTIONAL

PAID, UNPAID PRINT, BROAD CAST

INDIVIDUAL, TARGET AUDIENCE & GROUP

ENCODE

CHANNEL MESSAGE MEDIUM FEEDBACK

SENDER consumers.

DECODE

RECIEVER

SYMBOLS, PICTURES WORDS, IMAGES

RESPOND By: - Amit Malik Management Faculty

MODEL OF MARKETING COMMUNICATION 1. 2. 3. 4. 5. 6. SENDER MESSAGE CHANNEL RECIEVER RESPOND FEEDBACK

OBJECTIVE  Through communication, Marketers can tell or show consumers how and why a product is used.  Where and when product is used.  Consumers can learn about who makes a product.  Links their brand to people, places, events, experiences, feelings and things.  Creating brand image.  Increase sales of company.  Increase profit.  Promotion of goods.  Consumer education.  Create more consumers for product.

INTEGRATED MARKETING COMMUNICATION IMC process is the management and control of all the marketing communication. The strategic analysis, choice, implementation and control of all elements of marketing communication which efficiently, economically and effectively influence transaction between organizations and its existing and potential customers , consumers, clients. “IMC involves planning and delivering consistent message to identified target audience.” “IMC defined as a process of managing all sources of information about a product or services to which a customer of prospect is exposed, which behaviorally moves the consumer towards a purchase and maintains a customer loyalty.”

By: - Amit Malik Management Faculty

PARTICIPANTS IN IMC: SENDER • • • MEDIA • • Print media Electronic media The company The intermediaries The retailer

RECEIVER • • • • Users Groups Society NOISE • • • • Competitors Other companies Internal factors External factors Customer

IMC PROMOTION MIX: There are 7 types of promotion mix…… 1) ADVERTISING : Any paid form of nonpersonal presentation and promotion of ideas, good or services by an identified sponsor. Print media—newspaper,journals,magazines etc. Broadcast media—television,radio,video,electronic display board etc. Outdoor advertising—wall paintings, hoardings,mobile vans etc. Motion pictures Ads 2) SALES PROMOTION : A variety of short term incentives to encourage trial or purchase of a product or services. It includes Contests Games By: - Amit Malik Management Faculty

Gifts Sampling Shows Exhibitions Demonstrations Coupons Fair & Trades. 3)PERSONAL SELLING: Face to face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions and procuring orders. Sales meetings Sales presentations Samples Shows 4) PUBLIC RELATIONS/ PUBLICITY: A variety of programs designed to promote or protect a company’s image or its individual products. Speeches Seminars Publications Company magazines etc. 5) INTERNET/INTERACTIVE MARKETING: It includes promotion of goods & services through internet. Interact with consumers through internet. Ex—advertising on mail id of consumer.

By: - Amit Malik Management Faculty

By: - Amit Malik Management Faculty

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