Meaning and Definition of Marketing

Communication
MARKETING COMMUNICATIONS is a process by
which the producers of the products for
prospective consumers towards their products
and services.
MARKETING COMMUNICATONs are messages
and related media used to comminate with a
market. Marketing communication is the
promotions part of the marketing mix or the
four Ps . price ,place ,promotion ,product .
 OBJECTIVES OF MARKETING
COMMUNICATION
FIVE Objectives are there in this,
1.Leads to Behaviour Modification:
-Modify behaviour and thoughts. Eg( persuading
to drink coca cola rather than pepsi.)
-Reinforces existing behaviour . Eg(persuading to
continue to continue coca cola once customer began to
make.)
2.Objective to inform :
-Giving information about the product is
necessary increase the primary demand.
-Informative promotion is prevalent in the early
stages of product life cycle of product or serivces.
 3.Objective to persuade: Persuation objective
is the main objective when the product reaches to
growth stage of its product life cycle Bcz at that
time the consumer formation objective and
consumer retention objective both has to be
taken simultaneously.

4.Objective to Remind: It is use to keep the

product brand name in the public mind.

5. Specific Objectives: The main objective of

promotion is to change the pattern of the demand
for the product in keeping mind about the
behaviour ,information and persudeaing and
reminding .
 Strategies of Marketing
Communication
There are two basic types,
1.Push Strategy.
2.Pull Strategy.
 1.Push Strategy : It aims to motivate the
market intermediaries to stock , promote
and sell the products to the ultimate
customers , as depicted in figure .

Channel END
FIRM intermedi Custom
ary er
The market intermediaries, such as the
distributors , wholesalers and retailers are
offered a variety of incentives to push the
product in the market.
2.Pull Strategy: The process of motivating the
customer to buy the product from the retailers
through promotional programmers, as given in
figure,
Channel
FIRM custom
Intermedi
er
ary

Marketing
Communication
Steps in Designing Effective
Communications
Identifying the Target
Market
Determining the
Objectives

Establishing a Budget

Choosing Media

Creating the Message

 Identifying the Target Market It is an
important component of the
marketing communications
programmed because it . Influences
decisions regarding What to say ,
How to say it, When to say it , and
Where to say it.
Determining the Objectives: Clearly we
can say that to attain over goal we
should have some objectives
- A useful guide for decisions
regarding budgeting media and creative .
- Serve as a Benchmark against
which success or failure can be judged .
Good objectives, generally :
a. Have singularity of purpose.
b. Are measurable and quantitative.
c. Are time bound .
d. Are specific and realistic.
 Establishing a Budget: Deciding on
how much to spend is always a
diffcult task.
A budget is a financial policy to be
persude during the period for the
purpose of achieving a given
objective . Promotion budget is
prepared by promotion manager in
consultation with marketing manager
of the company.
 Choosing Media:There are two broad
types of communication channels ie,
Personal and Non Personal.
PERSONAL: In personal communication channels ,
two or more people communicate directly with each
other .
- They might communicate like face to face , over
the telephones, through the mail.
- It is an effective communication because they
allow for personal addressing and feedback.
NON-PERSONAL : These are the channels are media
that carry message without personal contact or
feedback.
- they include major media , atomosphere and
events and major media include print media, broadcost
media, display media.
Creating the Message message must be
crafted in a way that is consistent with the
objectives of the campaign and it must
match the target audiences needs.
There are several other situations such as,
1. The product is utilitarian and the message is
informational.
2. The reason for buying and product usage are
rational or less likely to vary in different
cultures.( eg. Gasoline..etc)
3. A brands identity and desirability are
integrally linked to a specific national
character.(eg. McDonalds ,coca-cola are
American product and channel is a French
product )
THANK