The Marketing Communication

Process
 IMC
• A strategy in which a company
coordinatesadvertising, sales promotion, direct
marketing/personal selling, and publicity in order to
present a single consistent image for the product
and the company.
• It includes all points of contact between the
organisation and other parties. It includes
everything from the way the telephone is answered,
to the way the fleet of vehicles is maintained and
used, to the quality of envelopes used.’
Promotion Mix/IMC Tools
Direct
Marketing
Personal Interactive/In
Interactive/In
Selling ternet
ternet Mkg
Mkg

Publicity/Publ
Publicity/Publ
ic
ic Relations
Relations
IMC Tools

Sales
Promotion
Promotion
Advertising
Advertising
 Advertising
• Advertising is defined as any paid form of nonpersonal
communication about an organisation, product, service, or idea by
an identified sponsor.
• The paid aspect of this definition reflects the fact that the space or
time for an advertising message generally must be bought. An
exception to this is PSA (Public Service Announcement), whose
advertising space or time is donated by the media.
• The nonpersonal component means that advertising involves mass
media (e.g TV, radio, magazines, newspaper) that can transmit a
message to large groups of individuals, often at the same time.
The non personal nature of advertising means that there is no
opportunity for immediate feedback from the message recipient.
Therefore before the message is sent, the advertiser must
consider how the audience will interpret and respond to it.
 Advertising

Consumer Business
Markets Markets

National Retail/Local Primary Vs Selective Business to Professional

Advertising Advertising Demand Advertising Business Adv Advertising
Trade Advertising
 Direct Marketing
• One of the fastest-growing sectors of the U.S. economy is direct
marketing, in which organisations communicate directly with target
customers to generate a response or a transaction. Direct mail, mail-
order catalogs, direct selling, telemarketing, and direct response
ads.
• One of the major tools in direct marketing is direct-response
advertising, whereby a product is promoted through an ad that
encourages the consumer to purchase directly from the
manufacturer.
• Ex:- Tupperware, Discovery Toys and Amway do not use any
distribution channel, relying on independent contractors to sell their
products directly to consumers.
• Dell has become market leader in the computer industry by selling a
full line of personal computers through direct marketing.
 Interactive/Internet Marketing
• A worldwide means of exchanging information
and communicating through a series of
interconnected computers.
• Interactive media allow for a back and forth
flow of information whereby users can
participate in and modify the form and content
of the information they receive in real time.
CD-ROMs,Kiosks, interactive television and
digital cell phones.
 Sales Promotion
• Sales Promotion refers to marketing activities that provide
extra value or incentives to the sales force, the distributors, or
the ultimate consumer and can stimulate immediate sales.
• Two major Categories
– Consumer oriented sales promotion is targeted to the ultimate user
of a product or service and includes coupons,
Sampling,premiums,rebates,contests,sweeptakes and various point
of purchase materials.
– Trade oriented sales promotion is targeted towards marketing
intermediaries such as wholesalers, distributors, and retailers.
Promotional merchandising allowances, price deals, sales contests,
and tradeshows etc.
– Fridge in Pan shops or other stores given by cold drink seller (pepsi),
Store Banner Board etc.
 Publicity/Public Relations
• Publicity refers to non-personal communication
regarding an organisation, product, service or idea not
directly paid for or run under identified sponsorship.It
usually comes in the form of a news story, editorial or
announcement about an organisation and/or its product
and services.
• Public relations is defined as “ the management function
which evaluates public attitudes, identifies the policies
and prosedures of an individual or organisation with the
public interest and executes a program of action
 Factors deciding the Promotional Mix
1. Stages of Product Life Cycle
a) Introduction, b) Growth, C) Maturity & d) Decline

2. Types of Products
a) Convenience goods
b) Shopping goods
c) Speciality goods
d) Industrial goods

3. Target of promotion
a) Promotion to wholesalers
b) Promotion to Retailers
c) Promotion to Industrial Consumer sales
d) Promotion to Final Consumer

4. Size of the budget

5. Push and Pull Strategies

6. Organisation Philosophy
 IMC Strategy & Planning
1. Review of the marketing plan.

Examine overall marketing plan and objectives

Role of advertising and promotion
Competitive Analysis
Asses Environmental Influences

2. Analysis of Promotional Program Situation.

Internal Analysis
Promotional department organisation
Firm’s ability to implement promotional program
Agency evaluation and selection
Review of previous program results

External analysis
Consumer behaviour analysis
Market Segmentation and target marketing
Market positioning
3. Analysis of Communication Process.
 Analyse receiver’s response processes
 Analyse source, message, channel factors
 Establish communication goals and objectives

4. Budget Determination
 Set tentative marketing communications budget
 Allocate tentative budget
5. Develop Integrated Marketing
Communications program
Advertising
 Set advertising objectives
 Determine advertising budget
 Develop advertising message
 Develop advertising media strategy
Direct Marketing
 Set direct-marketing objectives
 Determine direct-marketing budget
 Develop direct-marketing message
 Develop direct-marketing media strategy
Interactive/Internet Marketing
 Set
Interactive/Internet Marketing objectives
Determine Interactive/Internet Marketing budget
Develop Interactive/Internet Marketing message
Develop Interactive/Internet Marketing media strategy

Sales Promotion
Set Sales Promotion objectives
Determine Sales Promotion budget
Develop Sales Promotion tools and develop messages
Develop Sales Promotion media strategy
Publicity/Public Relations
 Set Publicity/PR objectives
 Determine Publicity/PR budget
 Develop Publicity/PR messages
 Develop Publicity/PR media strategy
Personal Selling
 Set Personal Selling & Sales objectives
 Determine Personal Selling & Sales budget
 Develop Personal Selling and Sales messages
 Develop Personal Selling media strategy
6. Integrate and Implement Marketing Communications
Strategies
 Integrate promotional-mix strategies
 Create and produce ads
 Purchase media time and space
 Design and implement direct-marketing programs
 Design and distribute sales promotion materials
 Design and implement public relations/publicity programs
 Design and implement interactive/internet marketing
programs.
7. Monitor, Evaluate and Control IMC program
 Evaluate promotional program results/effectiveness
 Take measures to control and adjust promotional
strategies.
 International Marketing Environment for
promotion & IMC

Global Marketing Environment

Looking at the Deciding
global marketing whether to go
environment global

Deciding which
markets to enter

Deciding on the
Deciding how to
global marketing
enter the market
program
Deciding How to enter the market
Direct
Expor Joint
Investme
ting Venturing
nt
Licensing
●

●
Contract
●
Assembly
●
Indirect Manufacturing facilities
●
Management Manufactur
Direct
●
●
Contracting
●
Joint Ownership ing facilities
Amount of Commitment, risk, control, and profit potential.
 Strategies for adapting product and marketing communication in
Global Markets
Don’t Change Adapt Develop New
Product Product Product

Straight Product
Extensions Adaptation
Don’t Change
Communications
Product
Invention

Communication Dual
Adaptation Adaptation
Adapt
Communications
 Communication Process
Sender Encoding Channel/m Decoding Receiver
sg

Noise

Feedback Response
• Sender :- The party sending the message to another party.
• Encoding :- The process of putting thought into symbolic form.( words,
sounds and illustrations into an advertisement that will convey the
intended message)
• Message:- The set of symbols that transmits the message.
• Channel :- The communication channels through which the message
moves from sender to receiver.(TV, Radio, salesman etc)
• Decoding :- The process by which the receiver assigns meanings to the
symbols encoded by the sender.
• Receiver :- The Party receiving the message sent by another party.
• Response :- The reactions of the receiver after being exposed to the
message.
• Feedback :- The part of the receiver’s response communicated back to
the sender.
• Noise :- The unplanned static or distortion during the communication
process, which results in receiver getting a different msg than the one
sender has sent.
• Two major participants :
– Sender and Receiver
• Two major communication tools :
– Channel and message
• Four major functions and processes:
– Encoding
– Decoding
– Response
– Feedback
 Steps to develop effective Communication
• Identify the target audience
• Determing the communication objectives
• Designing the message
– Message Content
• Emotional
• Rational
• Moral
– Message Structure
• Drawing
• Logo
– Message format
• Choosing media
– Personal
– Non-Personal
• Selecting the message source
• Collecting feedback