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Slide 1: Marketing Communications PowerPoint by Pankaj Kumar Rai Business School Copyright © 2003 Prentice-Hall, Inc.
Slide 2: Objectives  How does communication work?  What are the major steps in developing an integrated marketing communications program?  Who should be responsible for marketing communication planning? Copyright © 2003 Prentice-Hall, Inc.
Slide 3: Marketing Communications The means by which firms attempt to inform, persuade, and remind consumers, directly or indirectly, about the products and brands they sell. Copyright © 2003 Prentice-Hall, Inc.
Slide 4: Communications Platforms Advertising Sales Promotion Public Relations and Publicity Personal Selling Direct Marketing Copyright © 2003 Prentice-Hall, Inc.
Slide 5: The Communication Process Table : Common Communication Platforms Advertising Print and broadcast ads Packagingouter Packaging inserts Motion pictures Sales Promotion Contests, games, lotteries Premiums and gifts Sampling Fairs and trade shows Public Relations Press kits Personal Selling Sales presentation Sales meetings Incentive programs Direct Marketing Catalogs Speeches Seminars Mailings Telemarketing Electronic shopping Annual reports Samples Copyright © 2003 Prentice-Hall, Inc.
Slide 6: Elements in the Communication Process Copyright © 2003 Prentice-Hall, Inc.
Slide 7: Figure : Steps in Developing Effective Communication Copyright © 2003 Prentice-Hall, Inc.
Slide 8: Identify the Target Audience Image analysis (The set of beliefs, ideas, ( and impressions a person holds regarding an object.) Familiarity scale Never Heard of Heard of Only Know a Little Bit Know a Fair Amount Know Very Well Favorability scale Very Unfavorable Somewhat Unfavorable Indifferent Somewhat Favorable Very favorable Copyright © 2003 Prentice-Hall, Inc.
Slide 9: Determine the Communication Objective Brand Awareness Brand Attitude Brand Purchase Intention Copyright © 2003 Prentice-Hall, Inc.
Slide 10: Design the Message  Message strategy  Creative strategy  Message source Copyright © 2003 Prentice-Hall, Inc.
Slide 11: Select the Communication Channels  Personal Channels       Face-to-face Person-to-audience Telephone Email Instant messaging Websites collecting consumer reviews  Non Personal Channels     Media Sales promotions Events Public relation Copyright © 2003 Prentice-Hall, Inc.
Slide 12: Establish the Total Marketing Communications budget “I know that ½ of my advertising is wasted, but I don’t know which ½” - John Wanamaker Affordable Method Percentage-of-Sales Method Competitive-Parity Method Copyright © 2003 Prentice-Hall, Inc.
Slide 13: Deciding on the Mix  The Promotional tools      Advertising Sales Promotion Public Relations and Publicity Personal Selling Direct Marketing Copyright © 2003 Prentice-Hall, Inc.
Slide 14: Measure the Communications’ Result Copyright © 2003 Prentice-Hall, Inc.
Slide 15: Managing the Integrated Marketing Communications Process  Integrated Marketing Communications (IMC) Copyright © 2003 Prentice-Hall, Inc.
Slide 16: Reference Marketing mgt. (Kotler & Keller) Google Search Copyright © 2003 Prentice-Hall, Inc.
Slide 17: Thank You Copyright © 2003 Prentice-Hall, Inc.