Marketing communication

process & Marketing mix

- How companies use integrated marketing communication
IMC

Modern Marketing call for more than just creating customer

value by developing a good product, pricing it attractively
and making it available to customers. Companies also must
engage current and prospective communicate to them by
blending five promotion mix tools.

Learning goals
The five promotion mix tools for communicating customer value
A company’s total promotion mix -also called its marketing
communications mix- consists of the specific blend of
advertising, personal selling, sales promotion, public relations
and direct and digital marketing tools that the company uses to
engage consumers, persuasively communicate customer value,
and build customer relationships.
Not only informs, but also used to differentiate the sellers’
products/services from its competitors.

May also be effective in affecting the price elasticity of demand (

non-price competition)

The marketing communication strategy of a firm must be

coordinated and linked with concepts such as target segments,
positioning, differentiation, and branding.
To influence feelings, beliefs, or behavior of the target
customers.
 Informing

Purpose of Marketing
Reminding Persuading

communication
Marketing communication are the means by which a firm
attempts to inform, persuade and remind –directly or
indirectly- about the products and brands they sell.
Source- -Encoding- messages- channel Decoding-receiver

Company - encoding- Marketing message- Media- Decoding-

Company’s publics.

Advertising, Personal selling, Public relation, Sales Pro, Direct

Marketing , Prospect customers, Employees, stockholders, community,
government.
It affects 3 key aspects of decision making with respect to
Brands
Creating the marketing mix
Achieving effective market segmentation, product
differentiation, and Positioning
Enhancing revenues and profits

Role of Promotion in
Marketing strategy
 Advertising
Advertising

Direct
Direct Public
Public
Marketing
Marketing Relation
Relation

Personal
Personal
selling Sales
Sales
selling Promotion
Promotion
Advertising
Strengths
. Efficient for reaching many
buyers simultaneous
. Effective way to create
image of the brand
. Flexible
. Variety of media to choose
from
Weaknesses
. Reaches many people who
are not potential buyers
. Ads are subject to criticism
. Exposure time is short
. People tend to screen out
advertisements
. Total cash is high
Personal selling

Strengths Weaknesses
. Message can be targeted . Cost per contact is high
to specific individuals
weaknesses
. Sales people can be . Salespeople may be hard
persuasive and influential to recruit and motivate

. Two-way communication . Presentation skills may

allows for questions and vary between salespeople
other feedback
Sales Promotion
Strengths
. Supports short-team price
reductions designed to
stimulate debate.
. Variety of sales
promotion tools available.
. Effective in changing
short-term behavior
. Easy link to other
communications
Weaknesses
. Risk inducing brand-loyal
customers to stock up while
not inducing others
. Impact may be limited to
short-term
. Price-related sales
promotion may hurt brand
image
. Easy for competitors to
copy
Public Relations
Weaknesses

Strengths
Media may not cooperate
. Total cost may be low
. Media-generated stories Heavy competition for
seen as more credible than media attention
marketer-sponsored
messages
Marketer has little control
over the message
Direct Marketing
Weaknesses

Strengths

. Message can be
customized and prepared
quickly . Often low customer
. Can facilitate a response
relationship with customer . Managing and
maintaining accurate
database can be costly