Concepts And Importance Of Communication

CONCEPTS AND IMPORTANCE OF COMMUNICATION 1.

INTRODUCTION

2.

COMMUNICATION MODELS

3.

IMC

4.

FUNCTIONS OF ADVERTISING

5.

5 M’s

COMMUNICATION PLAN Strategic Business Plan

Marketing Plan

Communication Plan

Advertising

Sales Promotion

Programs and Budgets Review and Evaluate

PR and Publicity

Direct Marketing

INTERPERSONAL Vs MASS COMMUNICATION .

Factor

Interpersonal Communication

Mass Communication

Speed with which a large audience is reached

Slow

Fast

Cost of reaching a large audience

High

Low

Attention-arresting capability

High

Low

Content Clarity

High

Moderate to low

Accuracy of message

Low

High

Message flow traffic

Two-way

One-way

Feedback

High

Two-way

PERSONAL SELLING

ADVERTISING

PROMOTION

EFFECTIVENESS PR

PUBLICITY

AWARENESS

INTEREST

AIDA

SALES

DESIRE

ACTION

STAGES IN ADVERTISING COMMUNICATION

ATTENTION : Using words like “free”, “new”, “introducing”, etc to get attention of the consumer INTEREST: Headlines and illustrations are used to provoke interest in buying the product DESIRE: One interest is aroused in a product, consumer should feel the desired to own and posses the product ACTION: The logical conclusion of interest arousal and conviction is action to buy the product .

PERSUATION MODEL BY AAKER AND MYERS Awareness of the brand Information of the brand Creation of brand image Ad exposure Association with brand Linkage of brand Reminder

Brand attitude

Purchase behavior

MODEL OF COMMNICATION PROCESS

Source

Encoding

Message

Source’s field

Decoding

Receiver’s field Feedback

Receiver

Respon se

Definition IMC is a concept of marketing communications that recognizes the added value of a comprehensive plan that evaluates the strategic role of a variety of communications discipline.- e.g.: general advertising, direct response, sales promotion and PR – and combines these disciplines to provide clarity, consistency and maximum communications impact through the seamless integration of discrete messages.

REVIEW OF MARKETING PLAN

ANALYSIS OF PROMOTIONAL PROGRAM SITUATION

.

ANALYSIS OF COMMUNICATION PROCESS

BUDGET DETERMINATION

DEVELOP INTEGRATED MARKETING COMMUNICATIONS PROGRAM

AD

DIRECT MKTG

INTRACTV INTERNAL MKTG

SALES PROMOTIO N

PR PUBLICITY

PERSONAL SELLING

AD OBJECTIV ES

DM OBJECTIV ES

IIM OBJECTIV ES

SP OBJECTIV ES

PR OBJECTIV ES

PS OBJECTIV ES

AD STRATEGY

DM STRATEGY

IIM STRATEGY

SP STRATEGY

PR STRATEGY

PS STRATEGY

AD MSG MEDIA

DM MSG

IIM MSG MEDIA

SP MSG MEDIA

PR MSG MEDIA

PS MSG MEDIA

MEDIA

Review of marketing plan  Examine

overall marketing plan and objectives

 Role

of advertising and promotion

 Competition  Assess

analysis

environmental influences

Analysis of promotional program  Internal

analysis  Promotional department organization  Firms ability to implement promotional program  Agency evaluation and selection  Review of previous program results  External

analysis  Consumer behaviour analysis  Market segmentation and target market  Market positioning

Analysis of communication process  Analyze

receiver's response process

 Analyze

source, message and channel

factors  Establish

communication goals and objectives

Budget determination  Set

tentative marketing communication budget

 Allocate

tentative budget

Develop IMC program 1.    

2.    

Advertising Set ad objectives Determine ad budget Develop ad message Develop ad media strategy Direct marketing Set direct marketing objective Determine direct marketing budget Develop direct marketing message Develop direct marketing media strategy

3.    

4.    

Interactive internal marketing

Set interactive internet marketing strategy Determine interactive internet marketing budget Develop interactive internet marketing message Develop interactive internet marketing media strategy Sales promotion Set sales promotion objective Determine sales promotion budget Determine sales promotion tools and develop message Develop sales promotion media strategy

5.    

6.    

Public relations

Set PR objective Determine PR budget Develop PR message Develop PR media strategy

Personal selling Set personal selling and sales objective Determine personal selling and sales budget Develop sales message Develop selling roles and responsibilities

Integrate and implement IMC strategies  Integrate

promotional marketing strategies  Create and produce ads  Purchase media time, space, etc.  Design and implement direct mktg programs  Design and distribute sales promotion material  Design and implement PR programs  Design and implement interactive internet marketing program

Monitor, evaluate and control IMC program  Evaluate  Take

promotional program result

measures to control and adjust promotional strategies.

FUNCTIONS OF ADVERTISING

 TO

EVALUATE THE RESULTS, IT IMPLIES THAT THERE NEEDS TO BE A MEASURE SUCH AS MARKET SHARE OR BRAND AWARENESS ASSOCIATED WITH THE OBJECTIVE.

 A MARKETING

ORIENTED OBJECTIVE WOULD SPECIFY WHAT SEGMENTS AN ORGANIZATION WILL ATTEMPT TO SERVE AND THE WANTS AND NEEDS OF THOSE PEOPLE ON WHOM IT WILL CONCENTRATE.

CAUSES OF WASTE IN ADVERTISING



WRONG PRODUCT



UNCLEAR TARGET MARKETS



USE OF INAPPROPRIATE APPEAL



USE OF EXAGGERATED CLAIMS



INAPPROPRIATE MEDIA MIX SELECTION



SMALL NICHE MARKETS BUT HEAVY ADVERTISING EXPENDITURE



INADEQUATE CO-ORDINATION WITH ALL OTHER ELEMENTS OF THE MARKETING MIX.



WRONG TIMING OF THE LAUNCH



EXPENDITURE INCURRED TO REVIVE OBSOLETE PRODUCTS

FIVE M’s OF ADVERTISING •MISSION •MONEY •MESSAGE •MEDIA •MEASUREMENT

1.MISSION •

SALES GOALS

•

ADVERTISING OBJECTIVES

2.MONEY  Stages

in PLC

 Market

share & consumer base

 Competition  Ad

& clutter

frequency

 Product

3.Message  Message

generation

 Message

evaluation & selection

 Message

execution

 Social

responsibility

4.Media  Reach,  Major

Frequency, Impact

media types

 Specific

media vehicles

5.Measurement  Communication  Sales

effect

impact