PROMOTION

How do we communicate to our

customers and to our markets?
Marketing Communication
(or Marcom) consists of the
messages and related media
used to communicate with a
market.
 Three Revolutions in Human
Civilization

• Agricultural Revolution
• Industrial Revolution
• Info Revolution
Marcom has gained tremendous
importance over a period of
time.
 Marketing
Communicators
Those Who Practice;
• ADVERTISING

• BRANDING

• DIRECT MARKETING
 DIRECT MARKETING

Marketing that is handled

directly by the company
or a firm.
INDIRECT MARKETING
All activities of
selling,tranfering,marketing
the products through agents
and middleman is called
indirect marketing.
• GRAPHIC DESIGN

• MARKETING

• PACKAGING
• PROMOTION

• PUBLICITY

• PUBLIC RELATIONS
• SALES PROMOTION

• AND ONLINE
MARKETING.
 Marketing Manager is an
individual who is an expert in
almost anything and everything.
Need Want Demand

Specify a Ability to
Product buy

Consumption Satisfaction
Communication in relaying of
information
Do not over build the
expectations of your
customers.
 Marketing Communication
practitioners focus on the

• Creation
• Execution of Printed
Marketing Collateral.
“Promotion” is one of the
four aspects of
Marketing.
 The other three parts of the
marketing mix are product
management, pricing, and
distribution.
Promotion involves disseminating
information about a product,
product line, brand, or company.
There are 4 P’s in Marketing

• Product management
• Pricing
• Promotion
• Placement (distribution)
Promotion comprises four
subcategories

• Advertising
• Personal selling
• Sales promotion
• Publicity and Public Relations
Marketing Communications
Planning Framework
Integrated Marketing
Communication
• Results will be easily
achieved
• Money will be less spent
• Will have success factor
A Model for Integrated
Marketing
1. Customer Database
 Data means
“putting information in a way
that it makes sense”.
2. Strategies
 A good Marketing manager is
one who can develop his/her
strategies based on customer
database.

• Towards customer satisfaction

• To provide more services to the
customers.
3. Tactics
4. Evaluate Results
5. Complete the loop; start
again at #1.