training: marketing communication (premium)
DESCRIPTION
This is a standard training presentation on the topic - Marketing Communication . It includes both text and image formatting.TRANSCRIPT
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Corporate & Marketing
Communication
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Market Mix
Product
Price
Promotion
Place
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What is the difference
between MARKETING and
MARKETING COMMUNICATION
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Corporate Communication
Marketing Communication
Marketin
g
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Marketing communication focuses on
product and services. It applies to
demand generation and product positioning
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Corporate communication focuses on
relationship and image. It also
focus on litigation, mergers
and acquisitions.
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Companies use corporate
communication and not
marketing communication
to wrestle.
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Corporate communication
• Public Relation– Media Relation
– Crisis Communication
– Speech writing
• Corporate Social Responsibility #CSR
• Government Relation
• Investor Relation
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Corporate communication
• Community Relation
• Internal Relation
• Customer Relation
• Propaganda
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PR Tools• Town hall meetings• Press Release
– How to write public communications like press release
• Courtesy Visits
People mistake public relation for corporate communication, so it can be said that
“Public Relation simply means an integrated corporate communication
strategy”
They are interchangeable!
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• Corporate communication is a planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and it’s public.
Note: Corporate communication is part of marketing communication in the long run, because the former is a tool for the latter.
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Marketing Communication
It is a promotion process that involves using
Messages through Media to communicate to the
Market.
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Marketing Communication
• This is a brand manager contrary to what people think. It is
not an advert but rather INTELLECTUAL work – and not a design thing.
It involves the entire process that begins-enclose,
sender-encode-transmission, then device-decode-receiver
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“Brands are emotional
Products are logical”
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Marketing Communication 6 steps process
• Define Objective
• Identify and understand your target
audience
• Articulate Strategies– Fact finding, Research, Meetings
• Evolve key messages– Note brand promise
• Develop a plan/program
• Evaluate measure track
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Marketing Communication
• Advertising– Television production, graphic design, radio production,
merchandise
• Experiential marketing/Alternative• Event• Out-door advertising• Street activation• Identity
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Marketing Communication
• Direct marketing
• Publication/Broadcasting
• Channels/Point-of-Sales Management
• Sponsorship
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Marketing Communication
• Product placement
• Sales Promotion
• Media Planning & Buying
• Media Independence
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Marketing Communication
• Integrated Marketing
It is the process by which all marketing communication
incidents which includes tools, resources, and
functions are integrated into a seamless strategy for
maximum impact and minimum cost. This ensures consistency and complementary use of media.
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What is• your desired outcome? Images, Identity, or Sales.
• the consumer’s benefit?• the evidence or fact?
There are 3 major things to consider:
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4 Types of Communication Strategy
• Unique selling points –based| Colgate toothpaste
• Brand image based | Apple
• Positioning | Avis – “We are #2 and trying harder”
• Parity breaking – for similar company e.g. Banks: GTB, Skye Bank
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Crisis Communication 9 steps process
• Verify the situation• Notify and
Coordinate• Crisis assessment
and activation• Organize assignment• Prepare information
and obtain approval
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• Release public information– Some information should be private and
others public
• Feedback and Evaluation response
• Public Education• Monitor Events
Crisis Communication 9 steps process
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• Take responsibility for actions, but don’t take blame for negatives.
• Don’t be defensive. Simply say “We are sorry.”
Crisis Communication
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“To sell a brand, you have to think,
plan and adapt”
The
End