Good morning Every one

Today We are dealing about communication

Tables of contents

• Communication• Integrated Marketing Communication process

and Mix• Advertising

The purpose of communications is to directly or indirectly influence individual groups,and organizations to facilitate exchanges by informing and persuading one or moreaudiences to accept a company’s products and/or services. In any communication thereare three basic components: A source, a medium and a message.

Communication

Marketing CommunicationMarketing communications is one of the four major elements of the company's marketing mix. Marketers must know how to use advertising, sales promotion, direct marketing, public relations, and personal selling to communicate the product's existence and value to the target customers.

Marketing Communication

A View of the Communications Process

Preselling Selling

Post-Consumption Consuming

Marketers view communications as the management of the customer relationship over time through the

following stages:

Elements in the Communication Process

Feedback

Response

Decoding

Encoding

Sender Receiver

Key Factors in Good Communication

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Sellers Need to Know What Audiences

want They Wish to Reach

and Response Desired.

Sellers Must be Good at Encoding MessagesThat Target Audience

Can Decode.

Sellers Must Send Messages Through Media that Reach Target Audiences

Sellers Must DevelopFeedback Channels to

Assess Audience’sResponse to Messages.

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Designing a Message

ContentThe pictures and the slogan make this whattype of appeal?

FormatThis layout, incorporating family reinforces the sentimental aspect of this advertise-ment.

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Marketing Communication Mix

Public Relations Sales Promotion

Personal SellingAdvertisingProduct’s Design

Product’s Price

Product’s Package

Stores that Sell the Product Direct Marketing

The Elements of the Marketing Mix

Advertising: the first of these elements is described as being any paid form ofnon-personal presentation and promotion of ideas, goods, and services by anidentified sponsor.Sales Promotion: the second element of communication tools, is a process ofproviding short-term incentives to encourage purchase or sales of a product orservice. While advertising gives the buyer reasons to buy, sales promotion givesthe buyer the incentive to buy now.Public Relations: the third communication tool, is an attempt to build good

relations with the company's various publics by obtaining favorable publicity, building up a good "corporate image," and handling or heading off unfavorable rumors, stories, or events.

Personal Selling: the fourth communication tool is face-to-face interaction with one or more prospective purchasers for the purpose of making presentations, handling

objections and securing orders. Direct Marketing: the fifth communication tool is the process of using mail,

telephone, fax, e-mail or internet to communicate directly with the customers andprospects.

Integrated marketing communications is a way of looking at the whole marketing process from the viewpoint of the customer.

Not all product concepts are right for all individuals, which observation introduces the notion of market segmentation and targeting. One message does not fit all. Integrated marketing communications (IMC) focus on discrete customer segments.

Through integrated marketing communications, the company carefully integrates and coordinates its many communication channels to deliver a clear, consistent, and compelling message about the organization and its products or services.

Integrated Marketing Communications

Integrated Marketing Communications

Personal selling

Public relations

Direct marketing

Sales promotion

Advertising

Advertising

Any paid form of non-personal presentation and

promotion of ideas, goods, or services by an

identified sponsor.

Even the best product needs advertising.

Advertising aims at creating awareness and arousing

interest in the target audience for a product, a service

or an idea.

Thirty years ago , advertising was considered an

unnecessary evil; ten years ago, a necessary evil,

today it is considered an absolute necessity.

Characteristics of Advertising

Public presentation (public mode of communication).

Pervasiveness (permits seller to repeat the message many times. It also allows

buyer to receive and compare the message with those of competitors).

Amplified expressiveness (provides opportunities for dramatizing the company

and its product through the artful use of language, print, sound, color, etc.)

Impersonality (it cannot be as compelling as a company's salesrepresentatives).

Marketing management must make four important decisions when developing an advertising program:

1. Setting advertising objectivesCommunication objectives, Sales objectives

2. Setting advertising budgetsAffordable approach, Percent of sales, Competitive parity

Objective and task

3. Developing advertising strategyi. Message decisions.

Message strategy Message executionii. Media decisions.

Reach, frequency, impact, Major media types, Specific media vehicles, Media timing

4. Evaluating advertising campaignsCommunication impact, Sales impact

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Objective of advertising:

1. Informative advertising, which is advertising used to inform consumers about a new product or feature and to build primary demand.2. Persuasive advertising, which is advertising used to build selective demand for a brand by persuading consumers that it offers the best quality for their money.3. Comparative advertising, which is advertising that compares one brand directly or indirectly to one or more other brands.4. Reminder advertising, which is advertising used to keep consumers thinking abouta product.

Setting the Advertising Budget

AFFORDABLEBased on What the Company Can Afford

PERCENTAGE-OF-SALESBased on a certain Percentage ofCurrent or Forecasted Sales

OBJECTIVE-AND-TASKBased on Determining Objectives & Tasks,then Estimating Costs

COMPETITIVE-PARITYBased on Competitors’ PromotionBudget

Developing Advertising Strategy

Develop a Message Focus on Customer Benefits

Creative Concept “Big Idea” Visualization or Phrase

Advertising Appeals Meaningful, Believable & Distinctive

Media Selection

Deciding on reach, frequency, and impact.Reach is the percentage of people in the target market.Frequency is the number of times the average person in the target market is exposedto an advertising message during a given period. Media impact is the qualitative value of an exposure through a given medium.Media planners consider the following factors when making theirchoice:

The media habits of consumers.The nature of the product.The types of messages.Cost.

The media planner must now choose the best media vehicles (specific media withina given type-magazines, radio, television, etc.). This choice is based on which vehiclesgive the best reach, frequency, and impact for the money.Deciding on the media timing is also an important decision. The advertiser mustdecide how to schedule the advertising over the course of a year. They also haveto examine the pattern of the ads (some advertisers only do seasonal advertising).Forms to be considered are: Continuity: scheduling ads evenly within a year period. Pulsing: scheduling ads unevenly or in sporadic bursts over a certain timePeriod.

THANYOU ALL AND MAKE EFFECTIVE COMMUNICATION