Unit III

Promotion and Distribution Decisions:

Communication Process;
Promotion Tools- Advertising , Personal
Selling, Publicity and Sales Promotion;
Emerging Channels of Distribution,
Distribution Channel Decisions-Types and
Functions of Intermediaries; Channel
Design; Selection and Management of
Intermediaries.
Communication process
COMMUNICATION
1. an act or instance of transmitting;
2. a verbal or written message;
3. a process by which information is exchanged
between individuals through a common system of
symbols, signs, or behavior; also : exchange of
information;
4. a system (as of telephones) for communicating: a
system of routes for moving troops, supplies, and
vehicles;
5. a technique for expressing ideas effectively (as in
speech); the technology of the transmission of
information (as by print or telecommunication)
MARKETING
COMMUNICATIONS
A process by which product information
is transmitted to the target audience
PRODUCT
INFORMATION
TARGET AUDIENCE
What are
Marketing Communications?
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.
The producers of 3
idiots a successful
Bollywood hit used
a variety of
communication
vehicles to rake in a
record Rs. 240 crore
in domestic and
international
markets in just 10
days.
Modes of Marketing Communications
Advertising
Sales promotion
Events and
experiences
Public relations and
publicity
Direct marketing
Interactive
marketing
Word-of-mouth
marketing
Personal selling
Communication Platforms
Advertising
Print and broadcast ads
Packaging inserts
Motion pictures
Brochures and booklets
Posters
Billboards
POP displays
Logos
Videotapes
Sales Promotion
Contests, games,
sweepstakes
Premiums
Sampling
Trade shows, exhibits
Coupons
Rebates
Entertainment
Continuity programs
Communication Platforms
Events/
Experiences
Sports
Entertainment
Festivals
Arts
Causes
Factory tours
Company museums
Street activities
Public Relations
Press kits
Speeches
Seminars
Annual reports
Charitable donations
Publications
Community relations
Lobbying
Identity media
Company magazine
Communication Platforms
Personal Selling
Sales presentations
Sales meetings
Incentive programs
Samples
Fairs and trade shows
Direct Marketing
Catalogs
Mailings
Telemarketing
Electronic shopping
TV shopping
Fax mail
E-mail
Voice mail
Blogs
Websites
Word-of-Mouth Marketing
Person-to-person
Chat rooms
Blogs
Elements in the Communications Process

Response Hierarchy Models
Figure 17.4 Steps in Developing
Effective Communications
Identify target audience
Determine objectives
Design communications
Select channels
Establish budget
Decide on media mix
Measure results/ manage IMC
Designing the Communications
Message strategy
Creative strategy
Message source
Select Communication Channels
Personal channels
Nonpersonal channels
Integration of channels