Marketing
Communications
-- An Overview
Asia-Pacific Marketing Federation
Certified Professional Marketer
Copyright by
Marketing Institute of Singapore
Organization
1. Introduction
2. Promotional Mix
3. Non-promotional Mix
4. Multidisciplinary Perspectives
Introduction

Marketing Communication or Promotion is
the communication undertaken by a firm to
persuade/inform potential buyers to accept
ideas, concepts, or things

Communication function of marketing

Informs and influences attitudes and behavior

More visible and immediate of the P’s
Promotional Mix

Promotional Mix is the specific mix of
advertising, personal selling, sales
promotion, and public relations that a firm
uses to pursue its advertising and
marketing objectives

Promotional Management is the process
of co-ordinating the promotional mix
elements to develop a controlled and
integrated program for effective marketing
communication
Elements of Promotion Mix
(a) Advertising
-- Impersonal
-- Mass communication
-- Paid
(b) Personal Selling
-- Personal
-- Individualized communication
-- Highly adaptive
(c) Sales Promotion
-- Consumer and Trade
-- Provide additional motivation to buy
product
(d) Public Relations
-- Nonsponsorship
-- Intent is to foster positive product/firm image
-- Dependent on others to take action
Multidisciplinary Perspectives

Psychology
– What makes people:



pay attention to
Like
Remember
– the ad?
Economics
(a) Positive Advertising-Product Quality
Relationship
– -- A signal of quality for products whose
quality is costly to determine before use
– -- Positive relationship between
advertising level and product quality

(b) Negative Advertising-Product Quality
Relationship
-- Firms with low quality products have higher
advertising levels to counter their relative
product disadvantage
Sociology & Anthropology
(a) Advertising is a Manipulative tool
-- No power over buying decisions
-- Motivation at subconscious level (e.g.,
subliminal advertising)
-- Use of emotional appeals (e.g., fear ads). No
more a rational consumer
-- Do things not for consumer’s best interest

(b) Change values
-- Materialistic, selfish, perpetually
dissatisfied
-- Defines values that society should
embrace
(c) Promotes conformity
-- No individual self expression
(d) Disrespect for tradition
-- Wants something new
-- Reduce role of family
(e) Intrudes privacy
-- Bombarded everyday