Here are 3 potential responses to the questions: 1. Marketing communication involves the exchange of information between individuals through various symbols and behaviors. Some examples of this include non-verbal cues like eye contact, body language, facial expressions, and gestures. 2. An important part of integrated marketing communication is having a single, coordinated message and image presented across different platforms. This could be achieved through targeted weekly ads from supermarkets or online banner ads tailored to individuals based on their online activity. 3. Integrated marketing communication provides synergies where different communication tools, like advertising, public relations, direct marketing and sales promotion, work together to have a greater impact than when used separately. It also allows for better use of funds and a balanced

1. Marketing communication
MD RAJU PATHAN

2. Content
What is Marketing?
What is Marketing Communication?
Marketing communication
Communication Theory
Marketing Communication Platforms
The Planning Process
MarCom Mix
What are the Marketing Communication Tools?
NTEGRATED MARKETING COMMUNICATIONS
Integrated Marketing Communication Requirements
Push and Pull Strategy
What is Marketing Communications Research?
What is Corporate Communications?
Marketing Communications vs. Corporate Communications
Communications Platforms
Conclusion
Reference

3. What is Marketing?
MARKETING IS THE ACTIVITY, SET OF INSTITUTIONS, AND THE PROCESS
OF CREATING, COMMUNICATING, DELIVERING, EXCHANGING,
OFFERINGS THAT’S THE VALUE FOR CUSTOMER, CLIENTS AND
PARTNERS AND SOCIETY OF LARGE.

4. What is Marketing Communication?
MARKETING COMMUNICATIONS ARE THOSE TECHNIQUES THAT THE
COMPANY OR A BUSINESS INDIVIDUAL USES TO CONVEY PROMOTIONAL
MESSAGES ABOUT THEIR PRODUCTS AND SERVICES.
1.AN ACT OR INSTANCE OF TRANSMITTING.
2. A VERBAL OR WRITTEN MESSAGE.
3. A PROCESS BY WHICH INFORMATION IS EXCHANGED BETWEEN
INDIVIDUALS THROUGH A COMMON SYSTEM OF SYMBOLS, SIGNS, OR
BEHAVIOR; ALSO : EXCHANGE OF INFORMATION.
4. A SYSTEM (AS OF TELEPHONES) FOR COMMUNICATING: A SYSTEM OF
ROUTES FOR MOVING TROOPS, SUPPLIES, AND VEHICLES.

5. Marketing communication
Product Information
Target
Audience

6. Communication Theory

7. Communication Theory
SENDER The party sending the message to another party Major parties in communication
 MESSAGE The set of messages the sender sends Major communication tool
 ENCODING Putting through into symbolic form One of communication function
CHANNEL Communication channels message is sent through Major communication tool
 DECODING The process by which receivers assign meaning to the sender’s transmitted
symbols One of communication function The party receiving the message (audience)
 RESEIVER Major parties In communication
RESPONSE Set of reactions following exposure/reception of message One of communication
function
NOISE (Un)planned static or distortion during process of communication
FEEDBACK Part of response transmitted back to the sender One of communication function

8. Marketing Communication Platforms

9. The Planning Process
Identify target Audience
Determine objectives
Design Communication
Select channel
Establish Budget
Decide on media mix
Measure Result
Manage IMC

10. MarCom Mix
Advertising
Event marketing
Product Placement
New Media
POS Material
Sales Promotion
Mobile communication
Internet
Merchandising
Sponsorship
PR

11. What are the Marketing Communication Tools?
There are different tools used to attract the target audience. However, which tool to use
depends on various factors such as geographical location of your target audience,
popularity of your products, etc. Following are the important tools popularly used for
marketing communications.
Pamphlets
Brochures
Emails
Advertisements
Websites
Sales Promotions and Campaign
Exhibitions
Personal Selling
Press Release

12. ADVERTISING
 SALES PROMOTION
 PR
DIRECT MARKETING
 EXHIBITIONS
 CORPORATE IMAGE
 PERSONAL SELLING
SPONSORSHIP PACKAGING
POS MATERIALS
WORD-IN-MOUTH
INTERNET
PRODUCT PLACEMENT
BASIC
INSTRUMENTS

13. INTEGRATED
MARKETING
COMMUNICATIONS
A planning process
designed to assure that all brand
contacts
received by a customer or prospect
for a product, service, or
organization are relevant to that
person and consistent over time.

14. Integrated
Marketing
Communication
Requirements
Awareness of audience’s media habits and
preferences
 Understanding of audience’s knowledge and
beliefs about the product
Use of coordinated media blend linked to a
specific objective
 Key is a single, coordinated message and image
thrust

15. Integrating
Marketing
Communication
Synergy
Better use of communication funds
 Balancing the ‘push’ and ‘pull’ strategies
Improves the company’s ability – to reach – the
right consumer – at the right place – at the right
time – with the right message

16. Push and Pull Strategy
 Push strategy – directs communication efforts at channel members – many
products, such as business products, are promoted with a push strategy,
involving personal selling and use of trade promotions.
 Pull strategy – directs promotion at the end consumer – most consumer
products would rely more heavily on a pull strategy – where promotion is
directed at the consumer to stimulate demand.

17. Push and Pull Strategy

18. Effective
Marketing
Communications
Following are the important points that you need to take care
of for effective marketing communications −
Persuasive Message − Different customers have different
requirements and expectations; therefore, it is very
important to customize your persuasive messages
accordingly.
Design − Every medium of communication (such as
magazine, newspaper, TV, digital media, or brochure) has
its own design and requirements. Therefore, you need to
plan and design your messages accordingly.
Feedback − Must collect feedback from your audience; it
will help you improve your marketing communication.

19. What is Marketing
Communications
Research?
Research is a technique of collecting, compiling,
analyzing data, and based on that finding a
solution for effective marketing communications.
• Design a persuasive message − what are the
optimal messages for your products/services?
How can it be delivered? What are the
supporting components that can potentially help
make your marketing successful?
• Receive Feedback − Through research, you can
come to know about the feedback of your
audience, which is imperative to improve your
communications.
• Develop a Model − Based on consumers’
actions and/or reactions, you can develop a
model for effective marketing communications.

20. What is Corporate
Communications?
Corporate Communications is a technique that involves
all communication activities generated by a company
to achieve the planned objective. Corporate
Communications is an important activity because it
creates strong and appealing ideas, views, and position
on which a company can rely.
Corporate Communications works through −
Organization − Need to harmonize the internal and
external activities of the company.
Management − Need to manage the company’s
communications with its own employees and
audience/customers.
Marketing Communications − Development and
application of strategic marketing communications.

21. Marketing Communications vs. Corporate
Communications

22. Communications Platforms
• Print and broadcast ads
• Packaging insert
• Motion picture
• Posters
• Billboards
• Point of purchase
SALES PROMOTION
• Contest and game raffle draw
• Free gifts
• Sampling
• Trade show and exhibition
• Coupon
• Discount
ADVERTISING

23. However, when we talk about marketing communication to business-to-business
markets, we concluded that the research area is theoretically, and in particular, also
poorly
studied in empirical terms (Wickham, Hall 2006; Garber, Dotson 2002). This is due to
a lack of empirical evidence on the effectiveness of marketing communication on
these
business-to-business markets, that represent a conceptual model which still has not
verified the significant contribution to the field that marketing communication on the
business-to-business markets can make.
Conclusion

24. Reference
 https://businessjargons.com/marketing-communication.html
 https://www.s-e.lt/en/newIntegrated-marketing-communications
 https://www.tutorialspoint.com/advertisement_and_marketing_communications/marketing_co
mmunications_introduction.htm
 https://lzc.lt/en/studijos/public-relations-and-marketing-communication/
 http://www.economicsdiscussion.net/marketing-2/marketing-communication-meaning-
purpose-role-process-and-strategies/31623
 https://beyondphilosophy.com/the-fundamentals-of-effective-marketing-communications/
 https://www.marketingteacher.com/lesson-store/lesson-marketing-communications.html
 https://www.forbes.com/sites/marketshare/2012/05/31/integrated-marketing-communications-
then-now/
 http://education-
portal.com/articles/Bachelor_of_Corporate_Communications_Degree_Overview.html
 https://www.instituteforpr.org//wp-content/uploads/Setting_PR_Objectives.pdf

25. Questions for the student:
• 1. You comment: “3. a process by which information is exchanged between individuals
through a common system of symbols, signs, or behavior; also : exchange of information. (Sl. 4)
• Example: Eye contact, Body Language, facial expression, gesture.
• 2. You comment: “Key is a single, coordinated message and image thrust”. (Sl. 14)
• The weekly ads mailed by supermarkets to local residents or online banner ads targeted to
individuals based on the sites they visit or their Internet search terms.
• 3. You comment: “Synergy- The use of IMC synergies help to achieve a greater effect, which
is not possible through separate communications. Like as Advertising;
• Public Relations (PR);
• Direct marketing;
• Sales promotion.
• Better use of communication funds – less costly,
• Balancing the ‘push’ and ‘pull’ strategies” Sl. 15)
• push strategy is to push a product at a customer, while a pull strategy pulls a customer towards a
product.