MBAMKT5111 MARKETING MANAGEMENT:

[Marketing] Communication

Prof. Pradeep Randiwela

p_randiwela@mkt.cmb.ac.lk
Department of Marketing
Master of Business Administration (MBA) Degree Program
Faculty of Management and Finance
University of Colombo
 At the end you will be able to
understand

• The Promotion Mix

• Integrated Marketing Communications
• Communications Process
• Developing Effective Communication
• Promotion Budget and Mix
• CSR Marketing Communication
 The Promotion Mix

The promotion mix

advertising, public relations, personal selling, and
direct-marketing tools

used to communicate customer value and build

relationships
 The Promotion Mix
Major Promotion Tools

Advertising is any paid form of non-personal

presentation and promotion of ideas, goods,
or services by an identified sponsor

• Broadcast
• Print
• Internet
• Outdoor
 The Promotion Mix
Promotion Tools

Sales promotion short-term incentives to

encourage purchaser
– Discounts
– Coupons
– Displays
– Demonstrations
 The Promotion Mix
Promotion Tools

Public relations: to build good relations with

the publics
– publicity
– building corporate image
– handling unfavorable rumors
– events
• Press releases
• Sponsorships
• Special events
• Web pages
 The Promotion Mix
Promotion Tools

Personal selling
– sales force to win customers and
– build relationships
• Sales presentations
• Trade shows
• Incentive programs
 The Promotion Mix
Promotion Tools

Direct marketing
– direct connections
– targeted individual consumers
– obtain an immediate response
– cultivate customer relationships
• direct mail, telephone, e-mail, and Internet to communicate directly
• Catalog
• Telemarketing
• Kiosks
 Integrated Marketing
Communications
Marketing Communications Landscape

– Consumers are better informed

– More communication

– Less mass marketing

– Changing communications technology

 Integrated Marketing
Communications
Integrated Marketing Communications

IMC
integration of communication channels to
deliver
– clear
– consistent
– compelling message
HOW ?
Ex. other slide
Communication ??

fbivelaentatenars
 What is the problem?

• Learn to unlearn – difficult

– Why ??
• Learn to learn
– How ??
• Learn to re-learn
– What are the sources ? ?
Iceburge
 Steps in Developing Effective
Marketing Communication

Pradeep Randiwela MBA-7-[2022]

 Identify the target audience

Do we know ? ?
What customer expect – gap - reality

What do we know ? ?
reality

Do we know the reality ? ?

Pradeep Randiwela MBA-7-[2022]

 Steps in Developing Effective
Marketing Communication

Pradeep Randiwela MBA-7-[2022]

 Effective Marketing
Communication
Determining the Communication Objectives

• seek purchase response that results from

a consumer decision-making process
that includes the stages of buyer
readiness
 Effective Marketing
Communication
Designing a Message

AIDA Model
• Get Attention
• Hold Interest
• Arouse Desire
• Obtain Action
 Effective Marketing
Communication
Getting Attention

Message content is an appeal or theme that

will produce the desired response
• Rational appeal
• Emotional appeal
– …….
• Moral appeal
 Effective Marketing
Communication
appeal Message

Rational appeal to the audience’s self-

interest
“buy one get one free”
 Effective Marketing
Communication
appeal

Emotional appeal - positive / negative to

motivate
 Effective Marketing
Communication
appeal

Moral appeal - sense of right and proper

 Effective Marketing
Communication
Choose Media

Personal communication - two or more

communicate directly
Face to face
Phone
Mail
E-mail
Internet chat
 Effective Marketing
Communication
Choose Media

Personal communication - effective personal

addressing and feedback

Control of personal communication

• Company
• Independent experts
• Word-of-mouth
 Effective Marketing
Communication
Who will say ?

Opinion leaders - people within a reference

group, because of their special skills,
knowledge, personality, or other
characteristics; appeal social influence on
others
 Effective Marketing
Communication

Buzz marketing involves cultivating

opinion leaders and getting them to spread
information about a product or service to
others in their communities
 Effective Marketing
Communication
Nonpersonal Communication Channels

media that carry messages without personal

contact or feedback, including major media,
atmospheres, and events that affect the
buyer directly
 Steps in Developing Effective
Marketing Communication
Nonpersonal Communication Channels

Major media include print, broadcast, display,

and online media

Atmospheres are designed environments that

create or reinforce the buyer’s leanings
toward buying a product
 Effective Marketing
Communication
Nonpersonal Communication Channels

Events are staged to communicate messages

to target audiences
– Press conferences
– Grand openings
– Exhibits
– Public tours
 Effective Marketing
Communication
Selecting Message Source

message’s impact depends on as to how the

audience views the communicator
• Celebrities
– Athletes
– Entertainers
• Professionals
– Health care providers
 Effective Marketing
Communication
Collecting Feedback

communicator should understand the effect on

the target audience
measuring behavior
 Total Promotion
Budget and Mix
Promotion Budget

Affordable budget method sets the budget at

an affordable level
– Ignores the effects
 Total Promotion
Budget and Mix
Promotion Budget

Percentage-of-sales method
budget at a certain percentage
current or forecasted sales
– Easy to use and helps management

– ???
 Total Promotion
Budget and Mix
Promotion Budget

Competitive-parity method sets the budget to

match competitor
– Represents industry standards
– Avoids promotion wars
 Total Promotion
Budget and Mix
Promotion Budget

Objective-and-task method sets the budget

based on what the firm wants to accomplish
– promotion objectives
– Determining tasks to achieve the objectives
– Estimating costs
 Total Promotion
Budget and Mix
Shaping the Overall Promotion Mix
The Nature of Each Promotion Tool

Advertising reaches?? masses of

geographically dispersed buyers at a low
cost per exposure, and it enables the
company to repeat a message many times
 Total Promotion
Budget and Mix
Shaping the Overall Promotion Mix
The Nature of Each Promotion Tool

Personal selling
most effective method at certain stages
build buyers’ preference, opinion, action, and
develope customer relationships
 Total Promotion
Budget and Mix
Shaping the Overall Promotion Mix
The Nature of Each Promotion Tool

Sales promotion
coupons
contests
cents-off deals
premiums that attract consumer attention
offer incentives to purchase
can be used to sensationalize product offers
 Total Promotion
Budget and Mix
Shaping the Overall Promotion Mix
The Nature of Each Promotion Tool

Public relations
a believable form of promotion includes
news stories, features, sponsorships, and events

Direct marketing
immediate, customized, and interactive promotional
tool
direct mail, catalogs, telemarketing, and online marketing
 Total Promotion
Budget and Mix
Integrating the Promotion Mix
Checklist
Q & A

Thank you