Chapter 16

Communication
mix in marketing
In this chapter we will discuss:

 Communication and promotion process

 Promotional tools
 Developing a communication program
 Marketing communication mix
An Ape hates grape
cakes.
 What it does?

 Attract
 Persuade
 Urge
 Remind
Communication and promotion
process

 Pro – forward • Advertising - to

 Movere – push turn towards
 Promotion –
push forward
The communication process

 Communication source
 Receiver
 Coding process
 Medium of transmission
 Decoding process
 Noise
 Feed back
The communication process

CommunicationReceiver Coding
source process
Medium
Of
transmission

Noise - SMS
Feed - Technical
- Physical Decoding
back - Social
- Psychological
process
 Types of communication
channels

Personal channels Non personal channels

Marketing Communications

Direct
Advertising
Marketing

Sales Public
Promotion Relations

Personal
Publicity
Selling
 Advertising
 Definition
 Flexibility in choosing target market
 More interesting format
 Faster response
 Negligible interaction
 Indirect feed back
 Low cost
 Can reach the most appropriate target audience
 Supporting role to other promotional tools
 “Retro Marketing”
 Sales Promotion

 Definition
 Consumer sales promotion
 Trade sales promotion
 In general it is a short term tool
 Baron’ sales promotion
 Publicity

 Definition
 High credibility
 Repeated exposures helps a lot
 Public relations

 Creates suitable environment

 Forms favorable opinion
 Suppliers, customers, employees, the
Government, shareholders,
distributors, members of the public etc.
 Establishing the image of “good
corporate citizen”
 It results in the long rum
 Personal selling

 Direct interaction
 Highly specific and costly
 High impact
 Immediate feedback
 Used in high cost products
 Detailed demonstration
 Limited target market
 Mostly used in industrial products
 Supportive in consumer goods
 Direct marketing

 Mail / Telemarketing / Internet

 Non face to face interaction
 Amway’s Indianization
 Highly cost effective
 Measured response
 Industrial markets / Consumer
markets
 Developing Effective Marketing
Communications

Steps in Marketing Communications Program

Development

 Identify target audience

 Determine objectives of
communication
 Design the message
 Establish the budget
Target audience identification

 Gives competitive advantage

 Demographical, behavioral and
psycho graphical factors
determines target market
 Heterogeneous and
homogeneous markets
Steps to identify target market

1. Select a sample
2. Group in to homogeneous segments
3. Factors influencing the various need
based sub groups to be identified
4. Target audience to be selected for
developing a specific marketing
communication program
5. Appropriate positioning of products
and services
 Image analysis

 It is the set of beliefs, ideas, and

impressions a person holds regarding
an object / Individual / Organization
 Helps in knowing perceptions
 Helps in taking effective measures
– Negative  Positive
– Unaware  Aware
– Wrong  Right
 Determination of
communication objectives

 Knowing the stage in which

consumer is important and will
become basis for framing objectives
and type of communication
 They should be in tune with
companies marketing strategies
 The objectives can be given as under
 Determination of
communication objectives

Figure 16-1:
Response
Hierarchy Models

As per text book

 Objectives

 Awareness
 Knowledge
 Liking
 Preference
 Conviction
 Purchase
 Stimulate demand
 Developing Marketing
Communications Budget

– Affordability method
– Percentage-of-sales method
– Competitive-parity method
– Objective-and-task method
 Developing Effective Marketing
Communications

 Message
Message content decisions
Design
involve the selection of appeal,
theme, idea, or USP
 Content
 Types of appeals
 Structure
– Rational appeals
 Format
– Emotional appeals
 Source
– Moral appeals
 Developing Effective Marketing
Communications

 One-sided
Message vs. two-sided messages
Design
 Order of argument presentation
 Content
 Structure
 Format
 Source
 Developing Effective Marketing
Communications

Message Design  Message format

decisions vary
 Content with the type of
media, but may
 Structure
include:
 Format – Graphics,
 Source visuals
– Headline, copy
or script
 Developing Effective Marketing
Communications

 Message
Message source characteristics
Design
can influence attention and recall
 Factors underlying perceptions
 Content
of source credibility:
 Structure
– Expertise
 Format
– Trustworthiness
 Source
– Likeability
Marketing communication mix

 According to Kevin Keller, marketing

communication is successful when two
events occur
1. How does the customer react to a specified
advertisement to which he is exposed?
2. Will he be able to recollect the ad when he
is actually making the purchase decision?
 Marketing communication mix & its
comparison with Orchestra
 Marketing communication mix

 Mix is developed considering the

following factors
1. Product market type
2. Pull push strategies
3. Products' stage in its life cycle in
buyer's readiness
4. Effectiveness of advertising
 Product market type

 Consumer
Industrial market
market
1. Personal selling
1. 2.
Sales
Sales promotion
promotion
3. Advertising
2. Advertising
4. Public relations
3. Personal
selling
 Pull push strategies

 Pull strategy:  Push strategy

 Directed at  Directed at
customers channel members
 Products' stage in its life cycle

 Introduction – Inform (Adv/SP/PS)

 Growth – differentiation
 Maturity – (SP/Reminder advertising)
 Decline – cost cutting
– Now a days concept of PLC has lost its
validity as we are living in LPG era.
Developing Effective Marketing
Communications
Figure 16-2:
Cost-Effectiveness of Different Promotional Tools at
Different Buyer-Readiness Stages
Effectiveness of advertising

1. No awareness
2. Only awareness
3. Awareness of functionality
4. Likes product
5. Favorable attitude
6. Preference combined with desire to buy
7. Customer perceives his decision to be
intelligent
 Developing Effective Marketing
Communications

 Advertising
Communications
 Mix Selection
Sales promotion
 Public
 Types of relations and publicity
promotional tools
 Direct marketing
 Selection
 Personalfactors
selling
 Developing Effective Marketing
Communications

 Consumer vs. business market

Communications
 Mix Selection
Stage of buyer readiness
 Stage
 Types of of product life cycle
promotional
 Market ranktools
 Selection factors
Developing Effective Marketing
Communications

 Step 7: Measure Results

– Recognition, recall, attitudes, behavioral
responses
 Step 8: Manage the Integrated Marketing
Communications Process
– Provides stronger message consistency and
greater sales impact
– Improves firms’ ability to reach right
customers at right time with right message
 Developing and Managing the
Advertising Campaign

Figure 16-3:
The Five Ms of Advertising
 Developing and Managing the
Advertising Campaign

 Deciding on Media Categories

– Target audience’s media habits, nature of
the product and message, cost
 Media Timing Decisions
– Macroscheduling vs. microscheduling
– Continuity, concentration, flighting, and
pulsing scheduling options
 Deciding on Geographical Allocation