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marketing communication 6th sem TU
This document provides an overview of marketing communication. It defines marketing communication and discusses key elements like the sender, message, medium, receiver and effect. It also outlines different structures of communication like formal/informal, internal/external, and direct/indirect. Barriers to communication and components of an integrated marketing communication plan are described. The roles of communication in informing, persuading, reminding and reinforcing are explained. Finally, the document discusses developing an effective marketing communication strategy by understanding the environment, identifying targets, setting objectives, selecting channels and establishing a budget.
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Overview of marketing communication's role and elements, focusing on product strategy and interaction.
Key elements in communication, including sources, messages, and channels; structure types like formal and informal.
Different forms of communication: formal (downward, upward) and informal, discussing internal vs. external communication.
Main roles of marketing communication: informing, persuading, reminding, reinforcing, and image building.
Overview of the communication process and potential barriers, such as physical and psychological factors.
Key components of marketing communication mix including advertising, sales promotion, publicity, and direct marketing.
Concept of IMC focusing on coordination of communication tools to enhance impact and efficiency.
Steps to develop effective communication including understanding the audience, setting objectives, budgeting, and choosing channels.
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marketing communication 6th sem TU
- 1. PRESENTATION ON MARKETING COMMUNICATION MODERN NEPALCOLLEGE,BAGBAZAR SUBMITTED TO SANJEEV PRADHAN SUBJECT TEACHER SUBMITTED BY AMRIT LAMSHAL ANITA CHAULAGAIN ANUSHA KHATIWADA AYUSH KC
- 2. INTRODUCTION OF MARKETING COMMUNICATIOM Dealswith the use of the company’s marketing strategies about its product,price and the availability of the productivity. Interaction Sender of information Receiver of Meaning
- 3. KEY ELEMENTS OFCOMMUNICATON • WHO – source of original messege • WHAT –messege encoded into words,symbol • WHAT SAYS – media through messege is transmitted • WHOM – the receiver of messege • With What Effect – response by the receiver.
- 4. STRUCTURE OF COMMUNICATION •Formal and Informal • Internal and External • Direct and Indirect
- 5. Formal Communication • DownwardCommunication • Upward Communication • Two-way Communication • Horizontal Communication • Diagonal Communication DC UC Two-way HC DC
- 6. Informal communication Internal andExternal Communication Internal Communication • Takes place within the company • Information, guidelines and instructions.
- 7. External Communication • Betweenthe company and stakeholders. • Advertisement,newsletter and e-mails. Direct and Indirect Communication Direct Communication Pull strategy is used. Indirect Communication Push strategy is used.
- 8. ROLE OF MARKETING COMMUNICATION •Informing • Persuading • Reminding • Reinforcing • Image building
- 9. Informing • About product’sexistence,price,benefits and availability. • Develop awareness, provide alternatives. Persuading • Persuade to make purchase deciocon in favour of the company’s brand • Influences buyer behaviour.
- 10. Reminding • Customers haveshort-lived memory. • Reminds customer about a brand’s availability Reinforcing • Post purchase decision stage of buying process. • Reassure about product’s benefits and reduce anxiety. Image building • Differentiating and positioning of product. • Brand loyalty is promoted.
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- 12. COMMUNICATION BARRIERS Physical Distance Noise Physical arrangements Semantic Language Jargon Psychological Perception Filtering Distrust Emotions Viewpoints Defensiveness Organizational PoorPlanning Structure Complexity Status Difference Distance Information Overload Timing Technology
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- 14. 1.Advertising Indoor media Outdoor media Display media Direct media 2. Sales promotion Consumer promotion Trade promotion Sales force promotion
- 15. • Publicity Newsrelease Featured articles and journals Press conference • Public relation Sponsorship and events Exhibitions and displays Lobbying Donations
- 16. • Direct marketing Face to face selling Mail order Catalogue marketing Telephone /fax:telemarketing E-mail/internet:ecommerce • Personal selling Customer either somes to sales person or the sales person go to cutomers.
- 17. INTEGRATED MARKETING COMMUNICATION Coordination andIntegration of all marketing communication tools,avenues and sources inoreder to maximize impact and minimize the cost. Stages of IMC program Identify all forms of communication Coordinate all forms of communication Use information technology Integrate all elements of promotion mix
- 19. Benefits of IMC •Boost sales and profit, • Improves customer relationship and organizational image. • Creates competitive advantages. • Customer get timely reminders and updated information.
- 20. DEVELOPMENT OF EFFECTIVE MARKETINGCOMMUNICATION Understanding communication environment Identify the target audience Measurement of brand awareness ,image and positioning Determine communication and objectives Select creative platform Select communication channel Establish budget Deciding marketing communication mix
- 21. Understanding communication environment oSigns and symbols o Symbols in words o Pictures and icons o Language o Culture Identify the target audience o Demographic characteristics o Psychographic characteristics o Mediagraphic characteristics
- 22. • Measurement ofbrand awareness,image buliding and positioning • Determine communication and objectives o Informing o Reminding o Persuading o Reinforcing o Educating o Corporate image building
- 23. • Select creativeplatform o Message design o Copywriting o Layout and production o Ad appeal o Visualisation • Select communication channel o Personal channel o Indirect personal channel o Non-personal channel
- 24. • Establish budget oAffordable method o Incremental method o Percentage of sale method o Objective and task method • Deciding marketing communication mix o Advertising o Sales promotion o Publicity o Public relation o Personal selling o Direct marketing