Marketing communication

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