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Marketing Communication Insights

This document discusses marketing communication and developing effective communication. It defines marketing communication as how firms inform, persuade, and remind consumers about products and brands. It presents models for communication processes, including macro and micro models. It also outlines steps for developing effective communication, such as identifying the target audience, determining objectives, designing messages and selecting channels. These include personal channels like sales promotion and non-personal channels like media. Finally, it discusses methods for establishing a total marketing communications budget.

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Ankur Gupta
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65 views12 pages

Marketing Communication Insights

This document discusses marketing communication and developing effective communication. It defines marketing communication as how firms inform, persuade, and remind consumers about products and brands. It presents models for communication processes, including macro and micro models. It also outlines steps for developing effective communication, such as identifying the target audience, determining objectives, designing messages and selecting channels. These include personal channels like sales promotion and non-personal channels like media. Finally, it discusses methods for establishing a total marketing communications budget.

Uploaded by

Ankur Gupta
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

Presented by : ANKUR GUPTA

CONTENTS
Marketing communication
Marketing communication process Developing effective communication

MARKETING COMMUNICATION
Marketing communications are the means by which firms

attempt to inform, persuade and remind consumers directly or indirectly about the products and brands they

sell.
It can tell and show consumers how and why a product is

used, by what kind of person and where and when.


Technology and other factors have profoundly changed the

way consumers perceive communication.

COMMUNICATION PROCESS MODEL


Macro model
Micro model

Macro model

Micro model
Learn feel-do : high involvement and differentiation. E.g.
Cars and House.

Do-feel-learn

: high involvement and low differentiation.

E.g. Restaurants.

Learn-do-feel

: low involvement and perceives little

differentiation. E.g. Soaps.

RESPONSE HIERARCHY MODELS

DEVELOPING EFFECTIVE COMMUNICATION


1. Identify the target audience
2. Determine the communication objectives

Category need

: E.g. Electric cars

Brand awareness Brand purchase intention

CONTD.
3. Design the communications
i.

Message strategy ( what to say )

ii.

Creative strategy ( how to say it )


Informational appeals : E.g. Saridon Transformational appeals : E.g. Raymond

iii. Message source (who should say it )

CONTD.
4. Select the communications channels
i.

Personal communications channel

ii.

Non-personal communications channel


Media Sales promotion

Events and experiences


Public relations

CONTD.
5. Establish the total marketing communications

budget.
i. ii. iii.

Affordable method Percentage of sales method Competitive- parity method

THANK YOU !

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