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Unit-VI
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primary goal ofmarketing communicationisto reach adefined audience to affectits behavior by informing,persuading, and reminding. Marketing communication
acquiresnew customers for brands by buildingawarenessand encouraging trial.
A secondary goal ofmarketing communicationisbuilding and reinforcing relationships with customers,prospects, retailers, and other importantstakeholders.
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Successfulmarketing communication reliesona combination of options called the
promotionalmix. These optionsinclude
Advertising
sales promotion
public relations directmarketing
personalselling.
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Integrated Marketing Communications
Integrated marketing communicationis
integration ofallmarketing tools, approaches,and resources withina company which maximizesimpact on consumer mind and which resultsintomaximum profitatminimum cost. Generally
marketing starts from "Marketing Mix".Promotionis one element of Marketing Mix.
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Public relations
is defined asamanagement function which
identifies, establishes, and maintainsmutuallybeneficial relationships betweenan organizationand the publicsupon which itssuccess or failuredepends.
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Direct marketing
Products or servicesto consumers
through salestacticsincludingpresentations, demonstrations, and phone
calls. Itissometimesalso considered to beasale that doesnotutilize a "middle man"
such asa retail outlets, distributors orbrokers.
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DATABASEMARKETING Database marketing isa form of directmarketing
thatattemptsto gainand reinforce salestransactions while atthe same time beingcustomer driven.Successful database marketingcontinually updateslists of prospectsandcustomers by identifying who they are, whatthey
are like, and whatthey are purchasing now or maybe purchasing inthe future.
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Sales promotion Sales promotionsare directinducementsthat offer
extraincentivesto enhance or accelerate theproduct'smovement from producer to consumer.Consumer promotionssuch as coupons, sampling,premiums, sweepstakes, price packs (packsthat offergreater quantity or lower costthannormal), low-cost
financing deals, and rebatesare purchase incentivesinthatthey induce producttrialand encouragerepurchase.
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Sponsorships, or event marketing combine advertising and sales promotions with
public relations.S
ponsorshipsincrease awarenessofa company or product, build loyalty with aspecific targetaudience, help differentiate aproduct fromits competitors, providemerchandising opportunities, demonstrate
commitmentto a community or ethnic group, orimpactthe bottomline.
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Personal selling
Includesall person-to-person contact with
customers with the purpose ofintroducing theproduct to the customer, convincing him or her ofthe product'svalue, and closing the sale.
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Communicationmodel
Source ofinformation
Source isthe one who wantto send the message.Thatthe source can be a encoder sponsor, advertiser or salesrepresentative.
Message
Any notice, word, or communication, written or verbal,sent from one personto another. Itisthe content oftheentire communication.
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Perception
Perceptionisthe process by which organisms
interpretand organize sensationto produce ameaningful experience ofthe world.Perceptionsvary from personto person.Different peopleperceive differentthingsaboutthe same
situation.
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Channel
Channelisnothing but ofamediaused to convey
the message. Itmay be a printmedia or electronicmedia.
Receiver
The receiver isthe destination one who targetto
reach the message.
Feedback
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RationalAppeals InAdvertising
Some ofthe tacticstypically used inmarketing
communicationthatis framed uponthe logicalapproach include
Listing Product Benefits - To use thismethodeffectively, the advertisementmustunderscore
consumer benefits rather than product features. Convincing Proof-Thisapproach is based uponthe
premise, "Seeing is believing." Ads or commercialstakethe form ofa product demonstration.
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Emotional AppealsIn Advertising
advertising messages, usually based onimages
rather thaninformation, which attemptto achievethe advertiser's objectives by evoking strongemotional feelings (fear, anger, passion, etc)rather than by a rationalappeal.
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I. Internal communication
It is a communication that communicated to
the internal to the organization(employees)regarding policies, plans, programmes and newproduct services .
II. External communication
Itisa communicationthat communicated tothe externalto the organization(public, customer,Govt. bodies, share holders etc) regarding convey
the product featuresand advantages.
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The communicationisaimed to meetthe customerperceptionand reduce the dissatisfaction of
deliverables.Intangibility
expressesthe notionthata service hasno physicalsubstance.
1.the
nature of
intang
ib
ility of co
mmunic
atio
nmakes difficultinthe market.The services providers
should tangibilise the services by effective use of3ps.
2. Word-Of-Mouth
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Inseparability Itisa production and consumption means
that services are produced atthe same time astheyare consumed .
Perishability one ofthe four characteristics
(with inseparability, intangibility and variability) whichdistinguish a service; perish ability expressesthenotionthata service cannot be made inadvanceand stored.
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Heterogeneity or Variability
HeterogeneousShopping Goods - shopping
goods perceived by consumersasmarkedlydifferentin quality and attributes.
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The promotionalmessage for
To inform
To entertain To educate
To persuade
To remind
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Classified as:
I. Manage services promises
II. Manage customer expectationsIII. Improve customer education
IV. Mange internalmarketing communication
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