Marketing
The Eskimo has fifty-two names for snow because it is
important to them
Communications strategy
Anonymous
Dr. Paurav Shukla
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Objectives
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Why communicate?
The Communications Process
Developing Effective Communications
Deciding on the Marketing Communications Mix
Managing and Coordinating Integrated Marketing
Communications
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Inform
Persuade
Image creation (_)
Reassure
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Communication techniques
The communications mix
Advertising
Sales Promotion
Public Relations
Advertising
Any Paid Form of Nonpersonal
Presentation by an Identified
Sponsor.
Print & Broadcast ads
Outer packaging
Packaging inserts
Motion pictures
Brochures & Booklets
Posters and leaflets
Directories
Reprints of ads
Billboards
Display signs
POP displays
Audiovisual material
Symbols and logos
Short-term Incentives to
Encourage Trial or Purchase.
Protect and/or Promote
Company’s Image/products.
Personal Selling
Personal Presentations.
Direct Marketing
Direct Communications
With Individuals to Obtain
an Immediate Response.
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Dr. Paurav Shukla
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Sales promotion
Contents, games,
sweepstakes, lotteries
Premiums & gifts
Sampling
Fairs & trade shows
Exhibits
Demonstrations
Couponing
Rebates
Low-interest financing
Entertainment
Trade-in allowances
Trading stamps
Tie-ins
Public relations
Personal selling
Press kits
Speeches
Seminars
Annual reports
Charitable donations
Sponsorships
Publications
Community relations
Lobbying
Identity media
Company magazine
Events
Sales presentation
Sales meetings
Incentive
programmes
Samples
Fairs & trade
shows
Direct
marketing
Catalogues
Mailings
Telemarketing
Electronic
shopping
TV shopping
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1
Marketing
Elements in communication process
Message Problems
Selective Attention
SENDER
Message
Decoding
Encoding
RECEIVER
Media
Selective Distortion
Noise
Feedback
Selective Retention
Response
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Plutchik’s model
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Plutchik’s model
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Effective Communications
Factors affecting communication
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2.
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The greater the monopoly of the communication source over
the recipient, the greater the change or effect in favour of the
source over the recipient.
Communication effects are greatest where the message is in
line with the existing opinions, beliefs, and dispositions of the
receiver.
Communications can produce the most effective shifts on
unfamiliar, lightly felt, peripheral issues, which don’t lie at the
centre of the recipient’s value system.
Communication is more likely to be effective, where the
source is believed to have expertise, high status, objectivity, or
likeability, but particularly where the source has power and
can be identified with.
The social context, group, or reference group will mediate the
communication and influence whether or not it is accepted.
John Fiske & John Hartley, Reading Television (London: Methuen, 1980), p.79.
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Dr. Paurav Shukla
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Step 1. Identifying the Target Audience
Step 2. Determining the Communication Objectives
Buyer Readiness Stages
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
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2
Marketing
Response Hierarchy Models
Stages
Cognitive
Stage
(Learn)
Affective
Stage
(Feel)
Behavior
Stage
(Do)
AIDA
Model a
Hierarchy-ofEffects
Model b
InnovationAdoption
Model c
Communications
Model d
Awareness
Reception
Cognitive
response
Knowlege
Interest
Liking
Learn – Feel – Do
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Do – Feel – Learn
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Learn – Do – Feel
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Exposure
Awareness
Attention
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Interest
Attitude
Evaluation
Intention
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High involvement – High differentiation
High involvement – No/little differentiation
Low involvement – No/little differentiation
Preference
Desire
Conviction
Action
Purchase
Trial
Adoption
Behavior
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Step 3. Designing the Message
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Message Content
Rational Appeals
Emotional Appeals
Moral Appeals
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Message Structure
Draw Conclusions
Argument Type
Argument Order
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Message Format
Layout,
Words, & Sounds,
Body Language
Message Source
Expertise,
Trustworthiness,
Congruity
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Step 4. Select Communications Channel
Personal Communication
Channels
Nonpersonal Communication
Channels
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Step 6. Decide on Communications Mix
Step 5. Establish the Budget
Advertising
Public, Pervasive, Expressive, Impersonal
Sales Promotion
Affordable
Communication, Incentive, Invitation
% Of
Sales
Public Relations & Publicity
Credibility, Surprise, Dramatization
Competitive
Parity
Objective
& Task
Personal Selling
Personal Confrontation, Cultivation, Response
Direct Marketing
Nonpublic, Customized, Up-to-Date, Interactive
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Dr. Paurav Shukla
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3
Marketing
Factors in developing promotion mix
Step 7. Measure Results
Type of
Product/
Market
Step 8. Manage the IMC Process
Buyer/
Readiness
Stage
Push vs.
Pull
Strategy
Product
Life-Cycle
Stage
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Push Versus Pull Strategy
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Concluding IMC
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Producer
Marketing
activities
Intermediaries
Demand
Marketing
activities
End users
Push Strategy
Marketing activities
Producer
Demand
Intermediaries
Demand
End users
Pull Strategy
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Review
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Personal Communication Channels
The Communications Process
Developing Effective Communications
Deciding on the Marketing Communications Mix
Managing and Coordinating Integrated Marketing
Communications
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„
„
„
„
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Dr. Paurav Shukla
… a Concept of Marketing communications planning that
recognizes the added value of a comprehensive plan that
evaluates the strategic roles of a variety of communication
disciplines – for ex. Advertising, direct response, sales
promotion, and PR – and combines these disciplines to
provide clarity, consistency, and maximum
communications’ impact through the seamless integration
of discrete messages
Identify Influential Individuals and use them
Create opinion leaders by supplying them products at
attractive terms
Work through influential community individuals
Use testimony advertising with influential people
Design ads with high conversation value
Develop word of mouth referral channel
Establish electronic forum
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4
Marketing
Objective & Task Method
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Buyer Readiness Stage
Establish the market share goal
Determine the % of population that should be reached by
advertising
Determine the % of aware prospects that should be
persuaded for trial
Determine the number of ad exposures per 1% trial rate
Determine the gross rating point to be purchased
Determine the ad budget on the basis of GRP
Advertising
Personal Selling
Sales
Promotion
Awareness
High
Low
Low
Comprehension
High
Low
Low
Medium
High
Low
Low
High
High
Medium
High
High
Conviction
Ordering
Reordering
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PLC Stage
Advertising
Introduction
Personal Selling
Sales
Promotion
Medium
V. High
High
Growth
High
Medium
Low
Maturity
High
Medium
High
Decline
Medium
Medium
High
Dr. Paurav Shukla
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5
Marketing
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People no longer buy shoes to keep feet warm and dry.
They buy them because of the way the shoes make them
feel – masculine, feminine, rugged, different, sophisticated,
young, glamorous, “in”. Buying shoes has become and
emotional experience. Our business now is selling
excitement rather than shoes.
Francis C. Rooney
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Dr. Paurav Shukla
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