Introduction to Marketing

communication

Presented by-
Ashish Kishore
Ashish Mall
Sunita Kumari
Swati Singh
 Marketing communication

It is a collective term for all the various

type of planned messages used to build
a brand:
 Advertising
 Sales promotion
 Direct marketing
 Personal selling
 Public relationship
 Customer service
 Marketing Communication

 Informs, persuades and reminds

 Is part of the marketing mix
 Includes all the means by which a
company communicates directly with
potential customers
 Aattempts to influence feelings,
beliefs, or behaviour
 Purposes of Marketing Communication

 Not only informs, but is also used to

differentiate the seller’s products/services
 May also be effective in affecting the price
elasticity of demand.
 The marketing communications strategy of a
firm must be coordinated and linked with
concepts such as target segments,
positioning, differentiation, and image
 Requires a closely coordinated approach
 Integrated Marketing Communication

A strategic business process used to plan, develop, execute,

evaluate coordinated communication within an
organizations publics, requiring:
 Awareness of audience’s media habits and
preferences
 Understanding of audience’s knowledge and beliefs
about the product
 Use of coordinated media blend linked to a specific
objective
 Key is a single, coordinated message and image
thrust
 Marketing Communication
Methods

 Personal selling: The direct presentation of a product to a

prospective customer by a representative of the selling
organization.
 Advertising: A paid, mass communication with a clearly-
identified sponsor.
 Sales promotion: Demand-stimulating activity designed to
supplement advertising and facilitate personal selling.
 More Methods

 Public relations: A planned communication effort by an

organization to contribute to generally favourable attitudes
and opinions toward an organization and its products.
 Publicity: A special form of public relations that involves
news stories about an organization or its products.
 Customer Service: It is a company attitude & behaviour
during interactions with customers.
Steps Involved in Developing effective
Communication
1.Identify target audience

2.Determine objective

3.Design Communication

4.Select Channel

5.Establish Budget

6.Decide Media Mix

7. Measure Result

8.Manage Integrate marketing Communication

 Basic Communication Elements

 A message
 A source of the message
 A communication channel
 A receiver

Communication process components:

Response
Encoding
Feedback
Decoding
Noise
 The Communications Process

 Communication requires a channel, with a sender

and a receiver, to handle the message
 A message is first encoded by the sender
 The communications channel is then used to deliver
the message to the sender
 The sender decodes the message, based on his or her
frame of reference and experience
 May be a need for a response and feedback
 The process can be interrupted by noise
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