Marketing Communication

Marketing: A set of activities whereby an organization

creates the transfer of Value (exchange) between
themselves & their customers

Communication: A process whereby commonness of

thought is established & meaning is shared between two
parties

Marketing communication: A collection of all

elements in an organization's Marketing Mix that
facilitates exchanges by establishing shared meaning
with the organization's customers
Role of Marketing
Communication
 Inform
 Educate
 Persuade
 Remind and motivate
action
 Maintain relationships
Communication Process
Communication Process Explained
 Message
 Source: sender’s intended meaning
 Encoding
 The message converted to symbolic form
 Channel
 The medium through which the message travels
 Decoding
 The receiver’s retranslation of the message
 Noise
 Disturbances that interfere with communications
Marketing Communications Mix
 Advertising
 Direct marketing
 Sales Promotion
 Personal selling
 PR and Publicity
Each of these has its own uses and
limitations and hence a judicious mix is
employed by most companies.
Integrated Marketing Communication
IMC makes use of such Promotion Elements as
(1)Advertising,
(2)Sales Promotion,
(3)Public Relations,
(4)Publicity,
(5)Direct Marketing,
(6)Networking,
(7)Personal Selling, and
(8)other non-conventional elements like On-line
communications to develop and deliver clear,
consistent, and impact-full communications
capable of informing, convincing, and persuading
customers to buy.
Communication channels
 Personal – Direct selling, Word of mouth

 Non Personal – media, atmosphere, events

What is Advertising?
 It is any paid form of non – personal
presentation and promotion of ideas,
goods, services by an identified sponsor.
The 5 Ms of Advertising
 Mission – objectives
 Money – budgets
 Message – communication
 Media – what vehicles?
 Measurement - evaluation
Advertising objectives
 Informative
 Persuasive
 Comparative
 Reminder (reinforcement)
Advertising Goal

 A specific communication task to be

achieved to a specific degree to be
communicated to a specific target audience
in a specific period of time.
DIFFERENCES IN ADVERTISING & PERSONAL SELLING
PERSONAL ADVERTISING
SELLING

DIRECTED AT INDIVIDUALS MASS AUDI.

CONTENT DIRECT/ INDIRECT/

PERSONALISED IMPERSONAL

WORKING INDEPTH BREADTH

TRAFFIC OF TWO WAY ONE WAY

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