AMITY GLOBAL

BUSINESS SCHOOL Noida

Module 4 –
Deciding on the Marketing
Communication Mix

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AMITY GLOBAL
BUSINESS SCHOOLMarketing Communications Noida

• 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; they are a
means by which the firm can establish a
dialogue and build relationships with consumers.

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AMITY GLOBAL
BUSINESS SCHOOL Noida

• Modes of Marketing Communications:

• Advertising • Direct marketing
• Sales promotion • Interactive
• Events and marketing
experiences • Word-of-mouth
• Public relations and marketing
publicity • Personal selling

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AMITY GLOBAL
BUSINESS SCHOOL Communication Platforms Noida

Advertising Sales Promotion

• Print and broadcast ads • Contests, games,
• Packaging inserts sweepstakes
• Motion pictures • Premiums
• Brochures and booklets • Sampling
• Posters • Trade shows, exhibits
• Billboards • Coupons
• POP displays • Rebates
• Logos • Entertainment
• Videotapes • Continuity programs

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AMITY GLOBAL
BUSINESS SCHOOL Communication Platforms Noida

Events/ Experiences Public Relations

• Sports • Press kits
• Entertainment • Speeches
• Festivals • Seminars
• Art • Annual reports
• Causes • Charitable donations
• Factory tours • Publications
• Company museums • Community relations
• Street activities • Lobbying
• Identity media

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AMITY GLOBAL
BUSINESS SCHOOL Communication Platforms Noida

Personal Selling Direct Marketing

• Sales presentations • Catalogs
• Sales meetings • Mailings
• Incentive programs • Telemarketing
• Samples • Electronic shopping
• Fairs and trade shows • TV shopping
• Fax mail
• E-mail
• Voice mail
• Websites

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BUSINESS SCHOOL Noida

• Elements in the Communications Process:

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AMITY GLOBAL
BUSINESS SCHOOL Noida

• Micromodels of Communications:

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AMITY GLOBAL
BUSINESS SCHOOL Noida

• An Ideal Ad Campaign:
– The right consumer is exposed to the
message at the right time and place
– The ad causes consumer to pay attention
– The ad reflects consumer’s level of
understanding and behaviors with product
– The ad correctly positions brand in terms of
points-of-difference and points-of-parity
– The ad motivates consumer to consider
purchase of the brand
– The ad creates strong brand associations
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AMITY GLOBAL
BUSINESS SCHOOL Noida

• Brand Communication of Apple

• https://www.youtube.com/watch?
v=6_pru8U2RmM

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AMITY GLOBAL
BUSINESS SCHOOL Noida

• Steps in Developing Effective

Communications:
– Identify target audience
– Determine objectives
– Design communications
– Select channels
– Establish budget
– Decide on media mix
– Measure results/manage IMC

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AMITY GLOBAL
BUSINESS SCHOOL Noida

• Communications Objectives:
– Category need
– Brand awareness
– Brand attitude
– Purchase intention

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AMITY GLOBAL
BUSINESS SCHOOL Noida

• Designing the Communications:

– Message strategy
– Creative strategy
– Message source

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AMITY GLOBAL
BUSINESS SCHOOL Noida

• Message Strategy: In determining message strategy, management

searches for appeals, themes, or ideas that will tie into the brand
positioning and help establish points-of-parity or points-of-
difference. Some of these may be related directly to product or
service performance (the quality, economy, or value of the brand),
whereas others may relate to more extrinsic considerations (the
brand as being contemporary, popular, or traditional). Buyers are
thought to expect four types of reward from a product: rational,
sensory, social, or ego satisfaction. Buyers might visualize these
rewards from results -of -use experience, product-in-use
experience, or incidental-to-use experience. Crossing the four types
of rewards with the three types of experience generates 12 types of
messages. For example, the appeal “gets clothes cleaner” is a
rational-reward promise following results-of-use experience. The
phrase “real beer taste in a great light beer” is a sensory-reward
promise connected with product-in-use experience.
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AMITY GLOBAL
BUSINESS SCHOOL Noida

• Creative Strategy: Communications effectiveness

depends on how a message is being expressed, as well
as on its content. If a communication is ineffective, it may
mean the wrong message was used, or the right one
was poorly expressed. Creative strategies are the way
marketers translate their messages into a specific
communication. We can broadly classify them as either
informational or transformational appeals. An
informational appeal elaborates on product or service
attributes or benefits.

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AMITY GLOBAL
BUSINESS SCHOOL Noida

• Positive & Negative Appeals:

– Communicators also use positive emotional appeals
such as humor, love, pride, and joy. Motivational or
“borrowed interest” devices—such as the presence of
cute babies, frisky puppies, popular music, or
provocative sex appeals—are often employed to
attract attention and raise involvement with an ad.
These techniques are thought necessary in the tough
new media environment characterized by low-
involvement consumer processing and competing ad
and programming clutter.

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AMITY GLOBAL
BUSINESS SCHOOL Noida

• https://www.youtube.com/watch?
v=SDRrKg-hNhQ (Positive Appeal)
• https://www.youtube.com/watch?
v=x7XimA1M9Y0 (Humour Appeal)
• https://www.youtube.com/watch?
v=hBh7VzLVh1U (Negative Appeal)

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AMITY GLOBAL
BUSINESS SCHOOL Noida

• Message Source:

• https://youtu.be/P8Dq_PnuXII
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AMITY GLOBAL
BUSINESS SCHOOL Noida

• Message Source:
– Messages delivered by attractive or popular
sources can achieve higher attention and
recall, which is why advertisers often use
celebrities as spokespeople. Celebrities are
likely to be effective when they are credible or
personify a key product attribute.
– What is important is the spokesperson’s
credibility. The three most often identified
sources of credibility are expertise,
trustworthiness, and likability.
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AMITY GLOBAL
BUSINESS SCHOOL Noida

• Select Communication Channels:

– Personal
– Non-personal

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BUSINESS SCHOOL Noida

• Establish the Communication Budget:

– Affordable
– Percentage-of-sales
– Competitive parity
– Objective-and-task

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AMITY GLOBAL
BUSINESS SCHOOL Noida

• Objective-and-Task Method:
– Establish the market share goal.
– Determine the percentage that should be reached.
– Determine the percentage of aware prospects that
should be persuaded to try the brand.
– Determine the number of advertising impressions per
1% trial rate.
– Determine the number of gross rating points that
would have to be purchased.
– Determine the necessary advertising budget on the
basis of the average cost of buying a GRP.

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AMITY GLOBAL
BUSINESS SCHOOL Promotion Mix Noida

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AMITY GLOBAL
BUSINESS SCHOOL Noida

• Characteristics of the Promotion Mix:

Advertising Sales Promotion
• Pervasiveness • Communication
• Amplified • Incentive
expressiveness • Invitation
• Impersonality

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AMITY GLOBAL
BUSINESS SCHOOL Noida

• Characteristics of the Promotion Mix:

Public Relations and Events and
Publicity Experiences
• High credibility • Relevant
• Ability to catch • Involving
buyers off guard • Implicit
• Dramatization

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AMITY GLOBAL
BUSINESS SCHOOL Noida

• Characteristics of the Promotion Mix:

Direct Marketing Personal Selling
• Customized • Personal interaction
• Up-to-date • Cultivation
• Interactive • Response

Word of Mouth Marketing

• Credible
• Personal
• Timely

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AMITY GLOBAL
BUSINESS SCHOOL Noida

• Factors in Setting Communications Mix:

– Type of product / market
– Buyer readiness stage
– Product life cycle stage

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AMITY GLOBAL
BUSINESS SCHOOL Noida

• Cost-Effectiveness of Different
Communication Tools:

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BUSINESS SCHOOL Noida

• Current Consumer States for Two Brands:

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BUSINESS SCHOOL Noida

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AMITY GLOBAL
BUSINESS SCHOOL Digital Consumer Noida

• People who use technology to buy

products and services are known as
digital consumers.

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AMITY GLOBAL
BUSINESS SCHOOL Noida

• In the connected world, we need to rethink

our understanding of consumers

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AMITY GLOBAL
BUSINESS SCHOOL Consumer Networking Noida

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AMITY GLOBAL
BUSINESS SCHOOL Consumer Network Noida
• The notion of consumer networks expresses the
idea that people's embeddedness in social
networks affects their behavior as consumers.
Interactions within consumer networks such
as information exchange and imitation can affect
demand and market outcomes in ways not
considered in the neoclassical theory
of consumer choice.

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AMITY GLOBAL
BUSINESS SCHOOL Customer Networks Noida

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AMITY GLOBAL
BUSINESS SCHOOL Mass Market Model Noida

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AMITY GLOBAL
BUSINESS SCHOOL Noida

Customer Network Model

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AMITY GLOBAL
Connected
BUSINESS SCHOOL Consumers: Future
Noida

• https://youtu.be/KA5xao06u-o
• https://www.youtube.com/watch?
v=goD3mdauKI8
• https://www.youtube.com/watch?
v=D8Q73x1_c6g

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AMITY GLOBAL Customer Networks: Old vs New
BUSINESS SCHOOL Noida

Source: “The Digital Transformation Playbook.” by David Rogers

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AMITY GLOBAL
BUSINESS SCHOOL Noida

Thank You

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