Marketing communications (1)
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The document discusses various aspects of marketing communications including the communications process, different elements of the marketing communications mix like advertising, direct marketing, sales promotion, personal selling, and PR. It also discusses integrated marketing communications, factors influencing communication effectiveness, different communication models like AIDA and innovation adoption models. Key aspects of advertising like objectives, budgeting, message, media selection, and sales promotion are explained. The roles and advantages of public relations in marketing are also summarized.
Marketing communications (1)
- 2. The Communications Process Sender Encoding Message Media Decoding Receiver ResponseFeedback Noise
- 3. Marketing Communications mix • Advertising • Direct marketing • Sales Promotion • Personal selling • PR and Publicity Each of these has its own uses and limitations and hence a judicious mix is employed by most companies.
- 4. Integrated Marketing Communications • This brings about synergy and better use of communication funds • Balancing the ‘push’ and ‘pull’ strategies • Improves the company’s ability to reach the right consumer at the right place at the right time with the right message.
- 5. Distortions in Communication • Selective attention • Selective distortion • Selective retention
- 6. Factors influencing effectiveness of communications • when the recipient’s source of communication is single • When message is in line with recipients opinions and beliefs • When issues are unfamiliar or peripheral issues • When the source is an expert, of high status, likeable, has power and can be identified with • When social context or reference group will mediate the communication and influence acceptability
- 7. Communications model • AIDA model • The hierarchy of effects model • The innovation – adoption model
- 9. The Hierarchy of Effects model Awareness Knowledge Liking Preference Conviction Action
- 10. The Innovation Adoption model Awareness Interest Evaluation Trial Adoption
- 11. Message • Content • Structure • Format • Source
- 12. Message Source • Source credibility • Endorser Depending on the attitudes of the consumer, the communication will either get a +ve , neutral or -ve response depending on what attitudes the consumer has of the endorser
- 13. Message Format • The message has to be considered depending on which media is going to be used – eg. Layouts, props, models, music, voice, etc.
- 14. Communication channels • Personal – Direct selling,WOM • Non Personal – media, atmosphere, events
- 15. What is Advertising? • It is any paid form of non – personal presentation and promotion of ideas, goods, services by an identified sponsor.
- 16. The 5 Ms of Advertising • Mission – objectives • Money – budgets • Message – communication • Media – what vehicles? • Measurement - evaluation
- 17. Advertising objectives • Informative • Persuasive • Comparative • Reminder (reinforcement)
- 18. Advertising Goal • A specific communication task to be achieved to a specific degree to be communicated to a specific target audience in a specific period of time.
- 19. How much to spend? • ‘Half my advertising is wasted, but the trouble is I do not know which half - John Wanamaker
- 20. How much to spend? Depends on the product • What stage in the PLC • Market share and the consumer base • Competition and clutter • Ad frequency • Product substitutability
- 21. Media selection • The most cost effective media mix to ensure achievement of the advertising goal.
- 22. How should you select media? • Reach • Frequency • Impact
- 23. Reach • No. of persons exposed to a particular media schedule at least once during a specified time period
- 24. Frequency • No. of times within the specified period that a person is exposed to that message
- 25. Impact • Qualitative value of an exposure through a given medium • GRP (Gross rating points) = R * F • Wt. GRP = R * F * I
- 26. Sales Promotion • Whereas advertising gives a reason to buy, SP gives an incentive to buy
- 27. Advantages of SP • Induces trials • To reward loyal customers • To induce stocking by the trade • Adjust to short term variations in trade • Liquidating inventories • Preempting competition
- 28. Disadvantages of SP • With too many promotion schemes ‘promotion clutter’ confuses consumers • Attracts ‘brand switchers’ and ‘deal prone’ customers • Dilutes brand equity • Preponement of purchases • Lowers margins • Expensive and wasteful, when not handled properly
- 29. Types of SP • Trade • Consumer
- 30. Developing a SP campaign • Planning the programme • Duration • Incentive to be given • Assessing viability • Pretesting • Implementing and controlling • Evaluation
- 31. Public Relations • Involves a variety of programmes to promote or protect a company’s image or products
- 32. Functions of PR • Media relations • Product publicity • Corporate communications • Lobbying • Counseling
- 33. MPR • Assisting in new product launches • Assisting in repositioning of product • Building interest in product category • Influencing specific target groups • Defending products that have encountered public problems • Building corporate image that rubs off on the products
- 34. Advantages of MPR • Building awareness • Building credibility • Stimulate sales force and dealers • Holds down promotion costs
- 35. The bottom line • PR is difficult to measure, but if consistently pursued with, it can have tremendous synergy with advertising and sales promotion, thereby reducing overall promotion costs