2013

Basic Marketing Communication Tools

Fasiul Hoque Fahim Roll. 29

Marketing Communications Mix

The specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships.

Five Major Marketing Communication Tools

Advertising Sales Promotion Public Relations Personal Selling

Direct Marketing

Integrated Marketing Communication (IMC)

means
Carefully integrating and coordinating the companys many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.

Five Key Features of IMC

1. Start with the customer or prospect. 2. Use any form of relevant contact or touch point. 3. Speak with a single voice. 4. Build relationships. 5. Affect behavior.

Obstacles to Implementing IMC

Integration requires tight coordination among all elements of a marketing communication program. Few providers of marketing communication services have the diversity of skills required to execute an IMC program. Direct-to-customer advertising is more difficult than a mass media campaign. The greatest challenge is making sure that all marketing communication tools are consistently executed.

S.M. Zahidur Rahman Roll. 45

Advertising

means
Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

Major Advertising Decisions

Message

Media

Objectives Setting

Budget Decisions

Developing Advertising Strategies

Advertising Evaluation

Objectives Setting

Communication Objectives Sales Objectives

Budget Decisions

Affordable Approach Percent of Sales Competitive Parity Objective & Task

Developing Advertising Strategies

Message Decisions Strategy and Execution

&
Media Decisions Major media types Specific media vehicles Media timing

Advertising Evaluation

&

Effectiveness

our beer is brewed in Belgium ..

This ad is not effective

Md. Mihrab Anjum Roll. 73

Sales Promotion

means
Short term incentives to encourage the purchase or sale of a product or service.

Major Sales Promotion Tools

Consumer Promotions

Trade Promotions

Business Promotions

Consumer Promotion Tools

Samples Coupons Refunds Premiums Point-of-purchase displays to contests Sweepstakes Event sponsorships

Trade Promotion Tools

Allowance Discounts Free goods Push money Free specialty advertising items

Business Promotion Tools

Conventions and Trade shows Sales contest

Avijit Ghosh Dastidar Roll. 97

Public Relations

means
The Building good relations with the companys various publics by obtaining favorable publicity, building up a good corporate image, and handling unfavorable rumors, stories, and events.

Functions of Public Relation Department

Press relations or press agency Creating and placing newsworthy information in the news media. Product publicity Publicizing specific products. Public affairs Building and maintaining national or local community relations.

Functions of Public Relation Department

Lobbying Building and maintaining relations with legislators and government officials. Investor relations Maintaining relationships with shareholders and others in the financial community. Development Public relations with donors or members of nonprofit organizations to gain financial or volunteer support.

Public Relation Tools

News Speeches Special events Written materials Audio-visual materials Corporate identity materials Public service activities Social networking

Md. Arif Al Hasan Roll. 173

Personal Selling

means
Personal presentation by the firms sales force for the purpose of making sales and building customer relationships.

Personal selling becomes more important

when . . .
The product is more complex The product is more expensive The product is bought infrequently The customers is another business i.e. B2B markets

The role of the sales representative

To gather information about customer wants To advise customers To build goodwill To deal with complaints To close the sale - i.e. to secure a sale To provide after -sales service

To collect orders from customers

The Personal Selling process

Prospecting

Approach

Preapproach

Handling objections

Presentation

Follow-up

Closing

Abu Mohammad Zamilur Rahman

Roll. 177

Direct Marketing

means
Connecting directly with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships.

Forms of direct marketing

Direct mail marketing

Catalog marketing

Telephone marketing

Direct response television marketing

Kiosk marketing

Fastest- growing form of direct marketing

Online Marketing

means
Company efforts to market products and services and build customer relationships over the internet.

Online Marketing Domains

Targeted to consumers

Targeted to business

Initiated by business

B2C C2C

B2B C2B

Initiated by consumer

THANK YOU