Presented by : ANKUR GUPTA

CONTENTS
Marketing communication
Marketing communication process Developing effective communication

MARKETING COMMUNICATION
Marketing communications are the means by which firms

attempt to inform, persuade and remind consumers directly or indirectly about the products and brands they

sell.
It can tell and show consumers how and why a product is

used, by what kind of person and where and when.

Technology and other factors have profoundly changed the

way consumers perceive communication.

COMMUNICATION PROCESS MODEL

Macro model
Micro model

Macro model

Micro model
Learn feel-do : high involvement and differentiation. E.g.
Cars and House.

Do-feel-learn

: high involvement and low differentiation.

E.g. Restaurants.

Learn-do-feel

: low involvement and perceives little

differentiation. E.g. Soaps.

RESPONSE HIERARCHY MODELS

DEVELOPING EFFECTIVE COMMUNICATION

1. Identify the target audience
2. Determine the communication objectives

Category need

: E.g. Electric cars

Brand awareness Brand purchase intention

CONTD.
3. Design the communications
i.

Message strategy ( what to say )

ii.

Creative strategy ( how to say it )

Informational appeals : E.g. Saridon Transformational appeals : E.g. Raymond

iii. Message source (who should say it )

CONTD.
4. Select the communications channels
i.

Personal communications channel

ii.

Non-personal communications channel

Media Sales promotion

Events and experiences

Public relations

CONTD.
5. Establish the total marketing communications

budget.
i. ii. iii.

Affordable method Percentage of sales method Competitive- parity method

THANK YOU !