Study Group OAjay R 2011PGP055

Mudit Agarwal 2011PGP081

Padma N 2011PGP087

Rahul Barwe 2011PGP091

Shirish Prakash Jain 2011PGP097

Umang Kulshrestha 2011PGP105

CHAPTER - 5

MARKETINGCOMMUNICATION

COMMUNICATIONA process by which information is exchanged between individuals through a common system of symbols, signs, or behavior; also : exchange of information

MARKETING COMMUNICATION PROCESSMarketing Communication is a process by which product information is transmitted to the target audience

PRODUCT

INFORMATION

TARGET AUDIENCE

PRODUCT ASPECT: MARKETING MIX

PRODUCT Product characteristics, options, assortment, brand name, packaging, quantity, factory guarantee

PLACEDifferent types of distribution channels, density of the distribution system, trade relation mix (policy of margins, terms of delivery, etc), merchandising advice

PRICEList price, usual terms of payment, usual discounts, terms of credit, long-term saving campaigns

PROMOTIONAdvertising

Sales promotionPersonal selling

PR

INFORMATION

INFORMING•Product Launch phase•Explanations ofProduct’s features & benefits

REMAINDING•Product Sales Growth phase•Competitive positioning

PURSUADING•Product Maturity phase•Applies to consumers’ memory(brand specific)

TARGETAUDIENCE

CommunicationProgram

AdvertisingPR

SalesPromotions

EventMarketing

POSmaterials

Merchandising

Sponsorship Productplacement

NewMedia

Internet

MobileCommunications

MARKETING COMMUNICATION MIX

NATURE OF COMMUNICATION

Content

StructureDesign

MESSAGE DEVELOPMENT

COMMUNICATION CHAANNELS

PersonalChannels

Personal SellingWord of Mouth

Nonpersonal Channels

Print Media

Broadcast Media

FIELD OF EXPERIENCE OVERLAP

ReceiverExperience

SenderExperience

Different Worlds

ReceiverExperienceSender

Experience

Moderate Commonality

ReceiverExperienceSender

Experience

High Commonality

ReceiverExperience

Receive feedbackReceive feedback

Select an appropriate sourceSelect an appropriate source

Develop a properly encoded messageDevelop a properly encoded message

Select appropriate channel for target audienceSelect appropriate channel for target audience

SUCCESSFUL COMMUNICATION

Mass Markets and Audience

Market Segments

Niche

MarketsIndividual &

Group

Audiences

IDENTIFYING THE TARGET AUDIENCE

THE RESPONSE PROCESS

ALTERNATIVE RESPONSE HIERARCHIES

High Low

Topical Involvement

Per

ceiv

ed p

rod

uct

dif

fere

nti

atio

nLearningmodel

Low involvement model

Dissonance/attribution model

Conative

Affective

Cognitive

Cognitive

Conative

Affective

Cognitive

Affective

Conative

Hig

hL

ow

THE FCB PLANNING MODEL

Feeling

1InformativeThe Thinker

3HabitFormationThe Doer

Thinking

Low

In

volv

emen

t2AffectiveThe Feeler

4Self-SatisfactionThe Reactor

Hig

h In

volv

emen

t

DEVELOPING PROMOTIONAL STRATEGIES

• Ad options based on the FCB grid• Rational versus emotional appeals• Increasing involvement levels• Evaluation of a think-type product on the basis of feelings

A MODEL OF COGNITIVE RESPONSE

COGNITIVE RESPONSE CATEGORIES

Counterarguments Support arguments

Source derogation Source bolstering

Thoughts aboutthe ad itself

Affect attitudetoward the ad

Product/Message Thoughts

Source-Oriented Thoughts

Ad Execution Thoughts

ELABORATION LIKELIHOOD MODEL (ELM)Focuses on the way consumers respond to persuasive messages, based on the amount and nature of elaboration or processing of information

Peripheral route – ability and motivation to process a message is low; receiver focuses more on peripheral cues than on message content

Central route – ability and motivation to process a message is high and close attention is paid to message content

Routes to Attitude Change

HOW ADVERTISING WORKS