Marketing Communication

Marketing Communication

What is Marketing Communication ? • its a unique tool used by marketers in an attempt to persuade consumers to act in a desired manner • it bridges the gap between marketers and the consumers and also between the consumers and their socio -cultural environments • Marketing communication support the market plan and help the target audience understand and believe in the advantage of the marketers offer over competitors • Market communication has two flows

Marketing communication

External Flow

Internal flow

Target Audience

Target Audience Customers: Past • Current •Potential

Channel members

Company Departments

Employees

Companies Competing and non competing

Others: Govt Agencies pvt agencies Experts

Stock holders

4 Components Communication Source Destination Medium Message

Barriers To Communication • Selective attention, selective distortion, selective recall • Barriers at the source • Barriers in encoding • Barriers in transmission • Barriers in Decoding

Types Of communication system • Inter Personal communication: Communication occurring at a personal level between 2or more people • Impersonal Communication Communication directed to large and scattered audience • Persuasive Communication # Specific type of communication in promotion #if a particular Ad is intended to achieve an intermediate objective as to build brand awareness/remind the customer , the ultimate objective of promotional strategy is to persuade the audience towards the desired goal of the marketer

Endorser Companies expect 3 types of benefits: 2. Endorsers increase viewing of TV ads and readership of newspapers, magazines etc 3. Endorses can influence positive attitude change towards company and its brand because of their credibility 4. Endorsers perceived personality characteristics can get associated with a brands imagery

Persuasion Matrix • Receiver /comprehension • Medium /message presentation • Message/feeling Conviction • Source/attention

Source Credibility • It means the extent to which the audience perceive the source as having relevant knowledge , expertise , or experience and believe that source will provide unbiased and objective information about the product or service • the element credibility has 2 important components * Expertise * Trustworthiness

Source attractiveness • Attractiveness of a source surrounded by : similarity : resemblance between the source and the members of the audience Familiarity: knowledge of the source through exposure and likeability

Message • It is the thought , idea , attitude , image or other information that the advertisers wishes to covey towards the targeted audience • Message sidedness : one sided Vs two sided

Order of presentation the message • Climax VS Anticlimax order • Recency and Primacy effects