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Marketing Communication Process<br />&<br />Promotion Mix<br />Powered By<br />Ankur Chandel (ankurchandel@ymail.com)<br />Jyotsnavarun (v.jyotsna@yahoo.com)<br />

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Purpose of Marketing Communication<br /><ul><li> Not only informs, but is also used to differentiate the sellers’ Products/Services from its competitors.

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May also be effective in affecting the price elasticity of demand (non-price competition).

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The marketing communications strategy of a firm must be coordinated and linked with concepts such as target segments, positioning, differentiation, and branding.

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To influence feelings, beliefs, or behaviour of the target customers.</li></li></ul><li>Purpose of Marketing Communication<br />Marketing Communications are the means by which a firm attempts to inform, persuade, and remind consumer – directly or indirectly – about the products and brands they sell.<br />

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Marketing Communication Process<br />Noise<br /><ul><li>Advertising

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Personal Selling

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Public Relations

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Sales Promotion

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Direct Marketing

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Prospects

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Customers

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Employees

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Stockholders

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Community

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Government</li></li></ul><li>Promotion<br /> Communication to build and maintain relationships by<br /> informing and persuading one or more audiences.<br />Role of Promotion<br />Possible Objectives of Promotion<br />It is a Communication Process in Marketing.<br />Overall role of promotion is to stimulate demand by<br /><ul><li> Building and enhancing customer relationships.

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Focusing customers on information about company s’ activities and products.

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Used to create a favorable predisposition toward:</li></ul>- Brand of product - Service<br />- Idea - Person<br /><ul><li> Create Awareness

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Stimulate Demand

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Encourage Product Trial

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Identify Prospects

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Retain Loyal Customers

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Facilitate Reseller Support

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Combat Competition

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Reduce Sales Fluctuation</li></li></ul><li>Promotion Mix<br />Marketing Communication Mix<br /><ul><li>Blend of Communications Tools and Activities Used by a Firm.

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Carries out the Promotion Process

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Communicates Directly with Target Markets

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Promotional mix incorporates the combination and types of non-personal and personal communication the organization employs during a specified period.</li></ul>Promotion: Process<br />Promotion Mix: Tools<br />

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Promotion Mix<br />ROLE OF PROMOTION IN MARKETING STRATEGY<br /><ul><li>Role of Promotion in Marketing Strategy Affects 3 Key Aspects of Decision Making with Respect to Brands

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Creating the Marketing Mix

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Achieving Effective Market Segmentation, Product Differentiation, and Positioning

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Enhancing Revenues and Profits</li></li></ul><li>Promotion Mix<br />

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Promotion Mix<br />Advertising<br />Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.<br />The major media types for advertising are:<br />Newspapers, Television, Direct mail, Radio, Magazines, Internet, Outdoor(billboards, blimps, etc.), Yellow pages, Newsletters, Brochures, and Telephone<br />Reaches large, geographically dispersed audiences, often with high frequency;<br />Low cost per exposure, though overall costs are high;<br />Consumers perceive advertised goods as more legitimate;<br />Dramatizes company/brand;<br />Builds brand image;<br />May stimulate short-term sales;<br />Impersonal, one-way communication;<br />The traditional conceptual model for creating any advertising or marketing communications message is the AIDA Model:get Attention, hold Interest, arouse Desire, and then obtain Action.<br />

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Promotion Mix<br />Personal Selling<br />Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships.<br />Most effective tool for building buyers’ preferences, convictions, and actions; Personal interaction allows for feedback and adjustments;<br />Relationship-oriented;<br />Buyers are more attentive;<br />Sales force represents a long-term commitment;<br />Most expensive of the promotional tools <br />

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Promotion Mix<br />Sales Promotion<br />Short-term incentives to encourage the purchase or sale of a product or service.<br />May be targeted at the trade or ultimate consumer;<br />Makes use of a variety of formats: premiums, coupons, contests, etc.;<br />Attracts attention, offers strong purchase incentives, dramatizes offers, boosts<br /> sagging sales;<br />Stimulates quick response;<br />Short-lived;<br />Not effective at building long-term brand preferences<br />

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Promotion Mix<br />Public Relations<br />Building good relationships with the company’s various publics by obtaining favorable publicity, building up a good "corporate image", and handling or heading off unfavorable rumors, stories, and events.<br />Highly credible;<br />Very believable;<br />Many forms: news stories, news features, events and sponsorships, etc.;<br />Reaches many prospects missed via other forms of promotion;<br />Dramatizes company or product;<br />Often the most under used element in the promotional mix;<br />Relatively inexpensive (certainly not 'free' as many people think--there are costs involved) <br />

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Promotion Mix<br />Direct Marketing<br />Direct communications with carefully targeted individual consumers to obtain an immediate response and cultivate lasting customer relationships.<br />Many forms: Telephone marketing, direct mail, online marketing, etc.;<br />Four distinctive characteristics: Non-public, Immediate, Customized, Interactive;<br />Well-suited to highly-targeted marketing efforts <br />

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End Of Presentation<br />Marketing Communication Process<br />&<br />Promotion Mix<br />ankurchandel@ymail.com<br />