MARKETING COMMUNICATION
Communication Purposes
Inform Remind Persuade Build relationships
How do we communicate?
Verbal messages “Hey Steve, let’s grab a pizza.”
Non verbal messages Expressions Symbols
Marketing Communication Purposes Inform
“Fifteen minutes could save you fifteen percent or more”
Remind “Don’t leave home without it”
Persuade “Just do it”
Build relationships “You’re in good hands”
Communication Model
Source•Individual•Company
Message•Advertisement•PR•Communication from others
Medium•Magazines•Television•Radio•Word of Mouth
Receiver•Consumer
Noise•Competing messages•Distracters
Feedback•Brand loyalty•Product awareness
encoding decoding
How do marketers communicate with consumers? Promotion mix
Mass appeal Advertising Sales promotion Public relations
Personal appeal Personal selling Direct marketing
Integrated Marketing Communication Developed marketing plans designed to
create lasting relationships with consumers
Customer centric Why is it more important today than
ever?
Developing the IMC
Step 1: Identify the target audiences
Step 2: Establish the Communication Objectives
Step 3: Determine and allocate the marketing communication budget•Determine the total promotion budget•Decide on a push or pull strategy•Allocate the budget to a specific promotion mix
Step 4: Design the promotion mix
Step 5: Evaluate the effectiveness of the communication program
Develop an Integrative Marketing Communication Plan Your team has developed the product
featured on the following slide Create a IMC plan to successfully market
the product Allocate the budget to the different
promotion mix mediums based on percentage of budget
Alternative Marketing Methods Word of mouth Word of mouth marketing Buzz marketing Viral marketing Guerrilla marketing
What Are these Messages Trying to Tell Us? Marketing communication purpose Promotion mix