MARKETING

COMMUNICATION
 What is
Communication?
• The word Communication is derived from the Latin word
commūnicāre, meaning ‘TO SHARE’.

• Conveying information through the exchange of ideas, feelings,

cf intentions, attitudes, expectations, perceptions or commands, as by
speech, gestures, writings, behavior, etc.

• Requires a sender, a message, a medium and a recipient,

• Communication can occur across vast distances in time and space.

• The communication process is complete once the receiver

understands the sender's MESSAGE.
 What is
Advertising?
• Advertising is how a company encourages people to buy
their products, services or ideas.

cf
• An advertisement (or "ad" for short) is anything that
draws good attention towards product or service.

• The American Marketing Association has defined

Advertising as: “Advertising is a paid, non-personal
communication of information from an indentified
sponsor using mass media to persuade or influence an
audience so as to maximize profits.”
ADVERTISING
Paid Form:
Advertising maybe use visual (television),
aural (audio), oral or written mediums.
Irrespective of the medium, an advertiser
needs to buy some ‘space’ in some
advertising medium like newspaper,
magazine, radio, television, etc. This refers to
the paid aspect of advertising and reflects the
fact that space and time has to be bought.
ADVERTISING
Non-personal Presentation:
Advertising involves no direct face-to-face
interaction between the prospective
consumer and the advertiser. Hence, it is
impersonal or non personal.
ADVERTISING
Identified Sponsor:
Advertising is undertaken by some identified
individual or company, who makes the
advertising efforts and bears the cost of it.
ADVERTISING
Mass Communication:
Advertising can be used to reach a large
number of prospective consumers at the
same time. It is a medium of mass
communication.
ADVERTISING
Persuade or Influence:
The main objective of advertising is to ‘sell’ or
‘convince’ the prospective consumer to
try/use the product. The main purpose is to
influence the consumer to try to buy the
product.
ADVERTISING
Maximize Profit:
The advertisers’ motive behind advertising is
to influence people to buy and thereby
maximize or increase profits.
ART OF
PERSUASION
Aristotle's Three Modes of Persuasion in Rhetoric

ETHOS PATHOS LOGOS

Aristotle, the ancient Greek philosopher
like Your Faculty Simon, suggested that any
spoken or written communication
intended to persuade contains three key
rhetorical elements:

EHTOS
The character, credibility and
trustworthiness of the communicator

PATHOS
The emotional dimension

LOGOS
The logic and reasoning in the message
EHTOS
Personal character & credebility
EHTOS
PATHOS
The emotional dimension

LOGOS
The logic and reasoning in the KAIROS
message

KAIROS PATHOS LOGOS

A propitious moment for
decision or action. (Opportunity)
 Ethical appeal
ETHOS Persuading through communicator credibility

• How we are viewed has a very powerful influence on

whether or not we successfully persuade the receiver of
the message.

• If the audience is not convinced by us a person, they are

unlikely to be swayed by our arguments.

• Ethos is the credibility or trustworthiness that we establish

in our communication.

• Demonstrating our personal BELIEF, COMMITMENT,

COMPETENCE, PASSION, SINCERITY and AUTHORITY.
Our credibility is evident in three main ways:

QUALITY OF THE MESSAGE

Message Should be ‘worthy of belief’; meaningful;
clear; logical;, avoid careless mistakes; honest and
ethical.

AUDIENCE’s PERCEPTINTION OF THE COMMUNICATOR

Project confidence; dress appropriately; know the
subject; be prepared; build rapport with the audience.

REPUTATION OF A COMMUNICATOR
Refer to appropriate sources of credibility such as rank,
goodwill, expertise, image, or common ground
 Emotional appeal
PATHOS Persuading by appealing to audience emotions

• Pathos is about empathy - thinking about others.

• Appeals to an audience's BELIEFS, FEELINGS,
EMOTIONS, DESIRES, and FEARS.

• Causes audience not just to respond emotionally, but

to identify with the communicator's POINT OF VIEW.

• Where logical arguments fail, emotions often have the

power to motivate people to respond.
 Logical appeal
LOGOS Persuading through reasoning based on evidence

• Logos is about logic.

• Most communications require that we are logical and

‘rational’.

• Process descriptions, technical manuals, and business

reports in general are heavy on logos.

• Present clear claims substantiated by compelling

evidence: FACTS, STATS, EXAMPLES, EXPERT OPINION,
ANALOGIES, ANECDOTES etc.
TARGET
AUDIENCE
TARGET AUDIENCE
Specific group of people within the target market at
which a product or the marketing message of a
product is aimed at.

Saffola Target Market Target Audience

(low cholesterol) (People with heart diseases) (Spouse, who takes care of the family)
TARGET AUDIENCE
A target audience can be
formed of people of a
certain age group, gender,
marital status, etc., viz.
teenagers, females, single
people, etc.
TARGET AUDIENCE
A combination of
factors, e.g. men aged
20–30 is a common
target audience.
TARGET AUDIENCE
Other groups,
although not the main
focus, may also be
interested.
TARGET AUDIENCE
Discovering the appropriate target
market and determining the target
audience is one of the most important
activities in marketing management.

The biggest mistake one can make is,

targeting or trying to reach everybody
and ending up appealing to no one.
TARGET MARKETS are groups of individuals that are separated
by distinguishable and noticeable aspects.
Target markets can be separated by the following aspects:

• Geographical Segmentation
• Demographic Segmentation
• Psychographic Segmentation
• Behavioural Segmentation
• Segmentation by Benefits
• Cultural Segmentation
COLOR
PSYCHOLOGY
What?

Color psychology is the study of color

as a determinant of human behavior.
Since color is an important factor in
COLOR the visual appearance of products as
well as in brand recognition, color
PSYCHOLOGY psychology has become important to
marketing.
Everyone perceives color
differently.
The physiological and emotional
effect of color in each person is
influenced by several factors such
as experiences, culture, religion,
natural environment, gender,
race, and nationality.
Most results show that it is not a specific color that attracts all
audiences, but that certain colors are deemed appropriate for
certain products.
APPLYING

AIDA
 Principles behind
ADVERSTISING
PRINCIPLES BEHIND
ADVERTISING