Advertising

Mrs Gopika Kumar

What is Communication
Communication is an exchange of
ideas, opinions, facts or emotions by
two or more persons.

Communication is the process of

passing information and understanding
from one person to another.
Communication Process
The Five P’s
 Players:
 Sender
 Receiver
 Process:
 Encoding
 Message
 Decoding
 Path:
 Channel
 Problem:
 Noise
 Pay-off:
 Response
What is Marketing
Communication
Promotion is Marketing communication.

Promotion is a process of communication

involving information, persuasion and influence

Marketing communication are the means by which

firms attempt to inform, persuade and remind
consumers directly or indirectly about the
products and brands that they sell.
It consists of a specific blend of adv, sales
promotion, personal selling & direct Marketing.
Developing Effective
Communication
Marketing Communications Mix

 Advertising
 Sales Promotion
 Events/Experiences
 Public Relations and Publicity
 Personal Selling
 Direct and Interactive Marketing
Communication Options
Advertising Sales Public Personal Direct
Promotion Relations Selling Marketing

Print and Contests, News Sales Catalogs

broadcast games, presentation
ads sweepstakes,
lotteries

Packaging- Premiums Speeches Sales Mailings

outer and gifts meetings

Packaging Sampling Seminars Incentive Telemarketin

inserts programs g

Motion Fairs and Annual Samples Electronic

pictures trade shows reports shopping
Communication Options-
Comparison
Try It!
 Consider the following situations: a) Toyota
launching a new car in B (Compact) segment;
b) Perfetti launching a new chewing gum.
Now think about the appropriate promotion
mix)
Advertising Communication
Any paid form of non personal presentation of
ideas, goods, or services by an identified sponsor
to its audience, the audience including ultimate
consumers, links in the sales process,
stakeholders, etc. The aim is to inform and
persuade
Players involved:
 Advertiser
 Target audience
 Media
 Advertising agencies
 Other players
Types of Advertising
Sponsor Targeted At Media Preferred Objective Example

Marketer of Individual consumers Print, audio, a.v. Cognitive, affective, Sony,

consumer goods behavioural Samsung
etc.
Marketer to reseller Intermediaries Trade magazines, Encourage them to Manufact
newsletters, direct stock and promote urers
marketing our product
Marketer of Other than Business magazines, Travel
business product consumers, for newsletters, D.M Perks,
business purpose Durian
Office
furniture
Not for profit Publics Generally print Encourage purchase Delhi
organizations for self use and / or Police,
recommend to end NGO’s
user etc.
Retailers End consumers Local media Influence favorable Big Bazar
thinking and action

Govt. Individuals / other General media Encourage patronage Malaysia

groups tourism

Individual Other individuals Local media; web To encourage belief Ramdev

in a particular Ji,
practice, to alter Poiticians
negative behaviour, etc.
adoption of socially
desired behaviour,
Assignment
 Integrated Marketing Communications (IMC) is all about
having all communications, all marketing, have a
consistent message. Apple Computer has gotten major
kudos for the iPod (whether the original, nano, or
shuffle). Do a little research… go to the Apple iPod
Website, try to find an iPod ad (in print or television), and
examine any PR Apple has gotten about the iPod.
Examine the product and the packaging. What is the
message one gets from all these elements? Why did it
become so much more successful over other MP3
players? Finally, in your opinion, has Apple followed an
IMC strategy -- and not just for the iPod, but for the
entire company?