communication: communication can be defined as the

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UNIT-3

COMMUNICATION:

Communication can be defined as the transmission of information and message to consumer viathe media of personal contact, mail, print tele/ electronic means and broadcast. Receiving

feedback and learning from it also a part of communication.

“Communication is the transmission of a message from a sender to a receiver via a medium.”

PROCESS OF COMMUNICATION:

COMMERCIAL VERBAL, NON VERBAL PAID, UNPAID INDIVIDUAL, TARGET

INDIVIDUAL FACTUAL, IMOTIONAL PRINT, BROAD CAST AUDIENCE & GROUP

FORMAL

INFORMAL

By: - Amit Malik

Management Faculty

SENDER MESSAGECHANNEL

MEDIUMRECIEVER

FEEDBACK

ENCODE DECODE

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. In a sense----

“Marketing communications represent the Voice of the company and its brandsand are a means by which it can establish a dialogue and build relationship with

customers.

consumers.SENDER MESSAGE

CHANNEL

MEDIUM

RECIEVER

FEEDBACK

ENCODEDECODE

RESPOND

SYMBOLS, PICTURES

WORDS, IMAGES



MODEL OF MARKETING COMMUNICATION

1. SENDER

2. MESSAGE3. CHANNEL

4. RECIEVER

5. RESPOND6. FEEDBACK

OBJECTIVE

Through communication, Marketers can tell or show consumers how and why a product

is used. Where and when product is used.

Consumers can learn about who makes a product.

Links their brand to people, places, events, experiences, feelings and things.

Creating brand image.

Increase sales of company.

Increase profit.

Promotion of goods.

Consumer education.

Create more consumers for product.

INTEGRATED MARKETING COMMUNICATION

IMC process is the management and control of all the marketing communication. The

strategic analysis, choice, implementation and control of all elements of marketing

communication which efficiently, economically and effectively influence transaction between organizations and its existing and potential customers , consumers, clients.

“IMC involves planning and delivering consistent message to identified target audience.”

“IMC defined as a process of managing all sources of information about a product or

services to which a customer of prospect is exposed, which behaviorally moves the

consumer towards a purchase and maintains a customer loyalty.”

By: - Amit Malik

Management Faculty



PARTICIPANTS IN IMC:

SENDER

• The company

•The intermediaries

• The retailer

MEDIA

Print media

Electronic media

RECEIVER

Customer

UsersGroups

Society

NOISE

Competitors

Other companies

Internal factors

External factors

MC PROMOTION MIX:

There are 7 types of promotion mix……

) ADVERTISING : Any paid form of nonpersonal presentation and promotion of ideas, good or

ervices by an identified sponsor.

Print media—newspaper,journals,magazines etc.

Broadcast media—television,radio,video,electronic display board etc.

Outdoor advertising—wall paintings, hoardings,mobile vans etc.

Motion picturesAds

2) SALES PROMOTION : A variety of short term incentives to encourage trial or purchase of aproduct or services. It includes

ContestsGames

By: - Amit Malik

Management Faculty



Gifts

Sampling

ShowsExhibitions

Demonstrations

CouponsFair & Trades.

3)PERSONAL SELLING: Face to face interaction with one or more prospective purchasers for thepurpose of making presentations, answering questions and procuring orders.

Sales meetings

Sales presentationsSamples

Shows

4) PUBLIC RELATIONS/ PUBLICITY: A variety of programs designed to promote or protect aompany’s image or its individual products.

Speeches

Seminars

Publications

Company magazines etc.

5) INTERNET/INTERACTIVE MARKETING: It includes promotion of goods & services through

nternet. Interact with consumers through internet. Ex—advertising on mail id of consumer.

By: - Amit Malik

Management Faculty



By: - Amit Malik

Management Faculty

communication: communication can be defined as the

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