Marketing communications (also known as

marcom) is the messages and media that

marketers use to communicate with target
markets.
Examples of marketing communications
include traditional advertising, direct
marketing, social marketing, presentations
and sponsorships
According to Philip Kotler- “Promotion
compasses all the tools in the marketing mix
whose major role is persuasive
communication”

According to Stanton- “ Promotion

includes,advertisement,personal selling, sales
promotion and other selling tools”
 Leads to Behaviour Modification
 Objective to Inform
 Objective to Persuade
 Objective to Remind
 Specific Objectives
 Push Strategy
 Pull Strategy
According to the American Marketing
Association- “IMC is a planning process and
designed to assure that all the brand contacts
received by customer or prospect for a
product ,service or organization are relevant
to that person and consistent over time”
 Building Brand Equity
 Providing Information
 Manage demand
 Differentiate Products
 Influence Attitude & Buyers Behaviour
 Consistency of Message Delivery
 Corporate Cohesion
 Client Relationship
 Interaction
 Motivation
 Participation
 Measurability
 Technology Lased
 Economical Budget
 Identify the target audience
 Determine the communication objective
 Design the message
 Selecting the message source
 Choosing the Media
 Collecting Feedback
 Top Management Support
 Organization Barriers
 Cultural Barriers
 Lack of Horizontal Communication
 Functional Specialization
 Decentralization
 Lack of IMC Planning and expertise
 Lack of budget
 Fear of change
According to Philip Kotler – A company’s total
marketing communication mix also called
promotional mix consists of specific blends
of advertising, personal selling, sales
promotion, public relations & direct
marketing tools that the company use to
pursue its advertising & marketing objectives
 Nature of Product
 Stages in PLC
 Target Market Characteristics
 Types of Buying Decision
 Available Funds
 Company Philosophy
 Advertising
 Sales Promotion
 Personal Selling
 Publicity
 Public Relation
 Direct Marketing
 Word of Mouth
 Online Marketing
Mass communication is the process of
imparting and exchanging information
through mass media to large segments of the
population.

Mass communication (or communications)

can be defined as the process of creating,
sending, receiving, and analyzing messages
to large audiences via verbal and written
media.
Advertising

Wheeler opines, “Advertising is any form of

paid non-personal presentation of ideas,
goods or services for the purpose of inducing
people to buy.” Advertising is defined as
'mass communication of information
intended to persuade buyers so as to
maximize profits.
 Mass Communication Process
 Informative in Action
 Persuasive Act
 Competitive Act
 Paid For
 Identified Sponsor
 Non Personal Presentation
 Advantages to Manufacturers
 Increased Sales
 Steady Demand
 Lower Costs
 Greater Dealer Interest
 Quick turnover
 Supplementing Salesmanship
 Encouragement to better performance
 Creation of goodwill

 Advantage to Consumer
 Facility of Purchasing
 Improvement in Quality
 Elimination of unnecessary intermediaries
 Consumer’s Surplus
 Education of Consumers
 Multiplication of Needs
 Misrepresentation of facts
 Consumer’s Deficit
 Increased Cost
 Barriers to Entry
 Product Proliferation
 Inefficient Manufacturers Stay in Business
 Propensity to consume
 Deferred Revenue Expenditure
 Managerial Difficulties
Sales promotion is a marketing strategy in
which a business uses a temporary campaign
or offer to increase interest or demand in its
product or service.

According to Philip Kotler

“Sales promotion consists of a diverse
collection of incentive tools, mostly short-
term, designed to stimulate quicker and/or
greater purchase of particular product/services
by consumers or the trade.”
 Irregular/ Non-Recurring Activity
 Target Action
 Action Focused
 Motivation and Extra Incentives
 Acceleration Tool
 Non Media Activity
 Strategic Role
 Planned Activity
 Versatile
 Means of MC
 Element of Promotion Mix
 Universal Activity
 Immediate Impact
 Consumer Promotion
 Free Distribution of Samples
 Coupons
 Premiums or Bonus offers
 Money refund offers
 Contests or sweepstakes
 Bonus Stamps
 Draw
 Cheap Bargain

 Middleman Promotion
 Buying Allowance Discounts
 Buy Back allowance
 Display and advertisement allowance
 Dealer listed promotion
 Push money or PM’s
 Sales contests
 Advertising Material
 Credit Facility
 Getting New Customers for Exiting Product
 Stimulating Middlemen
 Motivating Demand during off-season
 Motivating the sales representatives
 Facing the competition
 Extra Benefits
 Information of latest Products
 Helps in managing budget
 Increased Price sensitivity
 Quality image may become tarnished
 Merchandising support from dealers is
doubtful
 Short-term orientation
 Attracting new customers at the cost of
Existing ones
 Easy Imitation
 Lowers Margins
 According to Richard R Alford

“ Event Marketing is a rifle shot approach to

one’s audience where there is very little
wastage.
 Sporting
 Entertainment, Arts and Culture
 Commercial Marketing and promotional
Events
 Meetings and Exhibitions
 Festivals
 Fund Raising
 Live Show
Sponsorship promotion is practiced by
organizations when an organization gives
money for an event against promotion of its
band name.

According to Meenaghan – Sponsorship is the

provision of assistance either financial or in
kind to an activity by commercial
organization for the purpose of achieving
commercial objective
 Event Related Sponsorship
 Cause Related Sponsorship
 Broadcast Sponsorship
 For Sponsorship

 Enhancing Image /Shaping Consumer Attitude

 Driving Sales
 Creating positive publicity/Heightening visibility
 Financial

 For the sports

 Extra Income
 Raises Standards
 Status
 Career Security
PR involves communicating with your market
to raise awareness of your business, build
and manage your business's reputation and
cultivate relationships with consumers. While
marketing focuses on promoting actual
products and services, public relations
focuses on promoting awareness, attitudes
and behaviour change
 Objective
 Message
 Targeting
 Low cost form of communication
 Credibility
 Uncontrollable
 Press, Radio and TV
 Media Tour
 Newsletters
 Special Events
 Sponsorship
 Employee Communication
 Opinion Building
 Market Monitoring
 Customer Services
Strengths of PR
-Credibility
-Low Cost
-Effective

Weakness of PR
-May not appear in media
-Incapable to Link message
-Fail to achieve objective
-Brief Life
-Incapable of changing perception
Personal Communications

PC where two or more persons

communicating directly face-to-face, person-
to audience, over the telephone, or through
e-mail.
Direct marketing is a form of communicating
an offer, where organizations communicate
directly to a pre-selected customer and
supply a method for a direct response.
Among practitioners, it is also known as
direct response marketing.
 Targeting
 Interaction
 Control
 Continuity
 Direct Mail Marketing
 Mail order/ Catalogue Marketing
 Telemarketing
 Direct Selling
 Tele Shopping/ Home Shopping
 Database Marketing
 Focused Approach
 Cost effective
 Immediate and flexible
 Easy international reach
 Rapid Delivery
 Relationship Building
 Fraud
 Lack of awareness
 Privacy concerns
 Interactive Marketing mainly
virtual/online/internet or E marketing.

 Interactive marketing is a one-to-one

marketing practice that centers on individual
customer and prospects' actions through.
 E-mail
 SMS
 Social Media
 Viral Market
 Buzz Marketing
The face of any organization is the sales force.
Companies spend a considerable amount of time
and money on sales force rather than on any
other promotional activity. However, sales force is
expensive and companies are looking forward to
managing them in an efficient and effective
manner.

Salespeople are the company's personal link to its

customers. In designing a sales force, the
company must develop sales force objectives,
strategy, structure, size, and compensation
 Broad objectives
 Organizing the sales force structure
 Balancing the sales force work load
 Ensuring that all accounts are assigned to a sales representative
 Implement an effective two way communication channels between firm and customer

 Specific Objectives
 Prospecting
 Targeting
 Communicating
 Selling
 Servicing
 Information Gathering
 Allocating

 Other Objective
 Allocating the product
 Counselling the unhappy customers
 Company plans for remedying shortages
 Selling company products that are not in shortage
 During product abundance trying to win customer preference