Marketing Communicatons

8/19/2019 Marketing Communicatons

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MarketingCommunication.

3/11/16 1Miss Kirti Kiran, Asst Professor,DMAC

UCOM- 601


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Why is communicationneeded?

• Product Information.

• Usage Education.

•

Consistent einforcement.• Persuasion

• Di!rentiation

•

e"ositioning• #u$iding %rands and e&tensions

3/11/16 'Miss Kirti Kiran, Asst Professor,DMAC


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Marketing Communication Mix

Advertising



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Advertising

S.P. Events PR/ PUB DirectMarketing

PersonaSeing

Print/!" Co#$ons S$orts S$eec%es !"

s%o$$ing

Saes

Presentation

Packaging

Re&ates Entertain'ent

Ann#aRe$orts

(a) Sa'$es

Cine'a *o+ int(inancing

Ca#ses C%arita&e

Donations

E'ai ,ncentiveProg

Posters *oatProg

StreetActivities

P#&icit Cos Bog (air !radeands%o+s

Bi&oards E)%i&its (estivas Co''#nitReations

e&sites E)%i&itions

Dis$aSigns

*otteries CosMagaine

POPDis$as. its3/11/16 (Miss Kirti Kiran, Asst Professor,

DMAC


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Communication Process

3/11/16 )Miss Kirti Kiran, Asst Professor,DMAC


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Developing EfectiveCommunication

,2 IDENTI!IN" T#E T$%"ET $&DIENCE

• *+e "rocess must start it+ a c$ear targetaudience in mind- "otentia$ %uers, current users,deciders or inuence as $ike indi0idua$s grou"s or"articu$ar "u%$ic. *+e target audience is a critica$

inuence on t+e communication "rocess. *+estud of t+e target market is done % studingt+e fo$$oing

• Image ana$sis -*+e audience ana$sis can %e

done % assessing t+e current image of t+ecom"an, its "roducts and its com"etitors.

• Image is a set o' (elie's) ideas andimpression that a person holds regarding an

o(*ect+ ,eoples attitude and action to-ardsan o(*ect is conditioned (y the image+3/11/16 6Miss Kirti Kiran, Asst Professor,

DMAC


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,,2 DE!ERM,3,3 COMMU3,CA!,O3 OB4EC!,"ES

• 5nce t+e target market and its"erce"tions are identi2ed, t+emarketing communicator must decide

on t+e desired audience res"onse.• *+e marketer ma seek a cogniti0e,

a!ecti0e or a %e+a0iora$ res"onse.Marketer mig+t ant to "ut somet+inginto t+e consumers mind, change inattitude o' the consumer to act .



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• A+areness5 if t+e target audience is unaare of t+e "roduct, t+ecommunicator +as to %ui$d aareness t+roug+ sim"$e messages.

• no+edge5 t+e target audience ma +a0e "roduct aareness %ut not

kno detai$s. *+en t+e communication o%ecti0e is to gi0e t+e targetaudience t+e necessar information.

• *iking- t+e fee$ing of t+e target market is a$so im"ortant. If t+e audiencefee$s unfa0ora%$ a%out t+e "roduct, and communicator +as to run acam"aign to im"ro0e t+e image. 8oe0er good deeds must fo$$o goodords.

•

Preerence5 t+e target audience mig+t $ike t+e "roduct %ut not "refert+at to ot+ers. *+e communicator must tr to %ui$d consumer "reference% "romoting 9ua$it, 0a$ue, "erformance and ot+er features.

• Conviction5 t+oug+ t+e target audience mig+t "refer a "articu$ar "roduct%ut t+e ma not de0e$o" a con0iction a%out %uing it. *+e communicatorfor o% is to %ui$d t+e con0iction t+at t+e "roduct is t+e %est c+oice.

•

P#rc%ase5 consumers often ait for more information or "$an %eforeacting. *+e communicator $eads t+em t+roug+ t+e 2na$ ste"s % o!eringt+e "roduct at a $oer "rice, o!ering a "remium or some ot+er incenti0e

to %u.

3/11/16 ;Miss Kirti Kiran, Asst Professor,DMAC


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III2DE3I"NIN" T#E ME33$"E

• *+e communicator +as to de0e$o" an e!ecti0e message.Idea$$ t+e message s+ou$d gain attention, +o$d interest,

arouse desire and com"e$ action. *o format a messagecertain "ro%$ems +a0e to %e so$0ed < +at to sa, +o tosa it $ogica$$, +o to sa it sm%o$ica$$, and +o s+ou$dsa it.

• Message content5 7+%at to sa 2

• *+e message content searc+es for t+e uni9ue se$$ing"ro"osition. *+ere are %asica$$ t+ree t"es of a""ea$s.

• *+e rationa a$$ea engages se$fMiss Kirti Kiran, Asst Professor,DMAC


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• E'otiona a$$ea attem"ts to stir u" negati0e or "ositi0eemotions to moti0ate t+e "urc+ase. Communicators a$so

use negati0e a""ea$s suc+ as fear, gui$t and s+ame to get"eo"$e to do t+ings. ?%rus+ing teet+, +a0ing an annua$+ea$t+ c+eck u", sto" smoking or o0ereating@. ear a""ea$sorks %est +en t+eBre not too strong. Communicatorsa$so use "ositi0e emotions $ike +umor, $o0e, "ride and o.

8umorous messages attract attention %ut sometimes t+eear out t+eir e$come and detract from com"re+ension.

• Mora a$$eas are directed to t+e audience sense of +atis rig+t and "ro"er. ome ad0ertises %e$ie0e t+at messagesare most "ersuasi0e +en t+e are moderate$ discre"ant

it+ t+e %e$iefs of t+e audience. Messages t+at state on$+at t+e audience %e$ie0es is reinforcing, if t+e messagesare too discre"ant, t+e i$$ %e dis%e$ie0ed.



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Message or'at 5 7 %o+ to sa it s'&oica2

• *+e communicator must de0e$o" a strong message

format.• In a "rint ad, t+e communicator +as to decide on

+ead$ine, co", i$$ustration and co$or.

• If t+e ad is carried o0er t+e radio, t+e communicatorc+ooses t+e ords, 0oice 9ua$it and 0oca$i=ation.

• If t+e message +as to %e carried on te$e0ision or in"erson, t+en a$$ t+ese e$ements "$us %od $anguage+a0e to %e "$anned.

• Presenters +a0e to "a attention to facia$ e&"ressions,

gestures, dressed, "oster and +airst$e.• If t+e messages is carried % t+e "roduct or its

"ackaging, t+en t+e co$or, te&ture, scent, si=e ands+a"e is im"ortant.

3/11/16 1'Miss Kirti Kiran, Asst Professor,DMAC


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Message so#rce5 7+%o sa8s it2

• Messages de$i0ered % attracti0e or "o"u$ar sourcesac+ie0e +ig+er attention and reca$$. *+at is + ad0ertisers

often use ce$e%rities and s"okes"eo"$e.• Credi%i$it is determined % e&"ertise, trustort+iness and

$ikea%i$it.

• E&"ertise is t+e s"ecia$i=ed kno$edge of t+ecommunicator trustort+iness is re$ated to +o o%ecti0e

and +onest t+e source is "ercei0ed to %e and $ikea%i$itrefers to attracti0eness or natura$ness +ic+ make t+esource more $ika%$e.

• If a "erson +as a "ositi0e attitude toards a source and amessage, or a negati0e attitude toards %ot+, a state of

congruit is said to e&ist.

• If t+e are not so, an attitude c+ange i$$ take "$ace in t+edirection of increasing t+e amount of congruit %eteen t+eto e0a$uations.



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IV) Choosing Media• *+e communicator must se$ect t+e

c+anne$s of communication

• Persona and non- $ersonaco''#nication.

• *o or more "erson communicatedirect$ it+ eac+ ot+er

• A$$os "u%$ic addressing and feed%ack.

• on "ersona$ communication mediat+at carr messages it+out "ersona$contact or feed%ack, inc$uding maor

media , atmos"+eres and e0ents.3/11/16 Miss Kirti Kiran, Asst Professor,DMAC 1(


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VI)Collecting feedback

• After sending t+e message, t+ecommunicator must researc+ itse!ect on target audience mem%ers.

• F+et+er t+e remem%er t+emessage, +o man times t+e sait, +at "oints t+e reca$$, +o t+e

fe$t a%out t+e "roduct, t+eir "resentand "ast attitudes toards t+e"roduct

3/11/16 Miss Kirti Kiran, Asst Professor,DMAC

1)


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etting Promotion #udget

1. A!orda%$e met+od< etting t+e"romotion %udget at t+e $e0e$management t+inks t+e com"ancan a!ord.

'. Percentage of a$es Met+od< ettingt+e "romotion %udget at a certain"ercentage of current or forecasted

sa$es or as a "ercentage of unit ofa$es "rice.


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3. Com"etiti0e Parit Met+od - ettingt+e "romotion %udget to matc+com"etitors out$a.

(. 5%ecti0e and *ask Met+od<

•

De2ning s"eci2ed o%ecti0e.• Determining t+e tasks to %e

"erformed.

•

Estimating t+e cost to "erform t+esetasks.

?!%e s#' o t%ese costs is t%e$ro$osed $ro'otion dget.2


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Pu$$ strateg

• A "u$$ strateg stimu$ates demand and moti0atescustomers to acti0e$ seek out a s"eci2c "roduct.

• It is aimed "rimari$ at t+e end users. A strong and 0isi%$e%rand is needed to ensure t+e success of a "u$$ strateg.

*+e di!erent as a com"an can use a "u$$ strateg to"romote a %rand inc$ude-

Advertising strategies t%at inc#de 'ass 'edia$ro'otion o a $rod#ct

C#sto'er reations%i$ 'anage'ent t%at 'akes

e)isting c#sto'ers a+are o ne+ $rod#cts t%at +i9 a s$eci9c need

Reerras

Saes $ro'otions and disco#nts


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• Using t+ese strategies i$$ create a demand for t+e"roduct.

•

Fit+ t+at demand, retai$ers i$$ %e encouraged toseek out t+e "roduct and stock it on t+eir s+e$0es.

• (or instance: A$$e s#ccess# #ses $#strategies to a#nc% iP%ones or iPads.*ike+ise: '#sic %as aso aen #nder $#

strategies d#e to digitiation and t%ee'ergence o socia net+orking +e&sites.M#sic $ator's s#c% as i!#nes: rooves%arkand S$oti are re;ective o t%e $o+er s%it

ro' $roviders to cons#'ers. Merc%ants'#st ada$t t%eir strategies to $# inde'and: rat%er t%an $#s% $rod#cts--in t%iscase: '#sic--to cons#'ers.


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• At trade s+os and s+orooms, %usinesses candemonstrate t+e "roductBs features to "otentia$

customers.• Com"anies can encourage retai$ers to stock a "roduct.

ometimes a com"an +as to negotiate it+ a retai$erto stock a s"eci2c item %ecause retai$ers +a0e $imitedstore s"ace and need to stock items t+e kno i$$ se$$.

• Com"anies can create a su""$ c+ain so t+at retai$erscan o%tain t+e "roduct in suGcient 9uantities.

• Pus+ strategies ork %est for merc+ants t+at a$read+a0e an esta%$is+ed re$ations+i" it+ users.

•

or e&am"$e, ce$$ "+one "ro0iders "roacti0e$ send ?i.e."us+@ ad0ertisements 0ia te&t or MM messages tomo%i$e customers regarding "romotions and u"grades.


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Marketing Communicatons

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