Why CommunicationCommunication of Value.Create Awareness about products and services.Inform your customers about the benefits.Persuade people to buy.Create DissonanceMany more

Communication Landscape is changingTV adsInternet Ads.Mobile Ads.Billboards.Human Behavior and Time Factor.Too many channels.Sporting Events.Sponsorships etc.

Effect of Marketing CommunicationBrand EquityBrand AwarenessBrand ImageBrand ResponseBrand Relationship

Marketing Communication Mix

AdvertisingPromotionEventsPRDirect MarketingWord of MouthPersonal SellingPrint AdsGiftsSportsPressTelemarketingP2PSales PresentationTVCsDiscountsEntertainmentSeminarsTV ShoppingChatSales MeetingsBillboardsEntertainmentActivitiesAnnual ReportsWebsites, CataloguesBlogs

Why Communication

Familiarity-Favorability

The Communication Process

Understand the Sequence

Micro model

Hierarchy of EffectsImagine the Probability of each step is 0.5, then the total probability of Purchase is 1.5%

Designing Effective Communication

Identify Target AudienceWhere in the Hierarchy they fall.Are they familiar with the products and services?What is their attitude towards the Products and services?What Segment?

Determine ObjectiveWhat response you want to get from the target audience?Make them aware?Engage them to Purchase?Switch their Products?Comes from the needs

Design the CommunicationMessage Strategy:What message you want to deliver.EMBA: Upgrades Your Career, You become SmarterAIM: Help you take a giant step in your careerMero Mobile: Brand Change

Creative StrategyRed is Becoming Purple

Design the communicationMessage SourceReferent SkillsModels

Global AdaptationSymbols means different in different countriesWould you promote liquor in Pakistan

Select ChannelsPersonal Communication Channel (Business Market)Non Personal Communication Channel (Consumer Markets)Integrated Communication

Establish BudgetAffordable MethodPercent of Sales MethodCompetitive Parity

Media MixThe Promotional toolsAdvertisingGeneral Qualities:Public presentation: Wide ReachPervasiveness: Message RepetitionAmplified expressiveness: DramatizationImpersonality: No obligation on customers to pay attentionSales PromotionBenefits:Communication: Gain attention, may lead customer to purchaseIncentive: Discounts, rebates etc.Invitation: Quick Transaction

Media MixPublic Relations and PublicityDistinctive qualities:High credibilityAbility to catch buyers off guardDramatizationPersonal SellingDistinctive qualities:Personal confrontationCultivationResponse

Media MixDirect MarketingCustomizedUp-to-dateInteractiveEvent and ExperiencesRelevantInvolvementWord of MouthViralCredible

Media MixPersonal SellingPersonal InteractionPersuasive.Response

Important Factors for Marketing Communication MixProduct/ MarketBusiness/ ConsumerAwareness/ ReminderBuyer Readiness Stage:Is the customer aware?Have they tried the product?Are they satisfied?One can build conviction by personal selling.PLC StageDifferent stages in PLC requires different media mix and its intensity.

Measuring Communication ResultsROIMeasure results against objectives?