communication

1. PRESENTATION
ON
MARKETING COMMUNICATION
MODERN NEPAL COLLEGE,BAGBAZAR
SUBMITTED TO
SANJEEV PRADHAN
SUBJECT TEACHER
SUBMITTED BY
AMRIT LAMSHAL
ANITA CHAULAGAIN
ANUSHA KHATIWADA
AYUSH KC

2. INTRODUCTION OF MARKETING
COMMUNICATIOM
Deals with the use of the company’s
marketing strategies about its
product,price and the availability of
the productivity.
Interaction Sender of
information
Receiver
of
Meaning

3. KEY ELEMENTS OF COMMUNICATON
• WHO – source of original messege
• WHAT –messege encoded into words,symbol
• WHAT SAYS – media through messege is
transmitted
• WHOM – the receiver of messege
• With What Effect – response by the receiver.

4. STRUCTURE OF COMMUNICATION
• Formal and Informal
• Internal and External
• Direct and Indirect

5. Formal Communication
• Downward Communication
• Upward Communication
• Two-way Communication
• Horizontal Communication
• Diagonal Communication
DC UC Two-way HC
DC

6. Informal communication
Internal and External Communication
Internal Communication
• Takes place within the company
• Information, guidelines and instructions.

7. External Communication
• Between the company and stakeholders.
• Advertisement,newsletter and e-mails.
Direct and Indirect Communication
Direct Communication
Pull strategy is used.
Indirect Communication
Push strategy is used.

8. ROLE OF MARKETING
COMMUNICATION
• Informing
• Persuading
• Reminding
• Reinforcing
• Image building

9. Informing
• About product’s existence,price,benefits and
availability.
• Develop awareness, provide alternatives.
Persuading
• Persuade to make purchase deciocon in favour of
the company’s brand
• Influences buyer behaviour.

10. Reminding
• Customers have short-lived memory.
• Reminds customer about a brand’s availability
Reinforcing
• Post purchase decision stage of buying process.
• Reassure about product’s benefits and reduce
anxiety.
Image building
• Differentiating and positioning of product.
• Brand loyalty is promoted.

11. COMMUNICATION PROCESS

12. COMMUNICATION BARRIERS
Physical
Distance
Noise
Physical arrangements
Semantic
Language
Jargon
Psychological
Perception
Filtering
Distrust
Emotions
Viewpoints
Defensiveness
Organizational
Poor Planning
Structure Complexity
Status Difference
Distance
Information Overload
Timing
Technology

13. COMPONENTS OF COMMUNICATION MIX

14. 1.Advertising
 Indoor media
 Outdoor media
 Display media
 Direct media
2. Sales promotion
 Consumer promotion
 Trade promotion
 Sales force promotion

15. • Publicity
 News release
 Featured articles and journals
 Press conference
• Public relation
 Sponsorship and events
 Exhibitions and displays
 Lobbying
 Donations

16. • Direct marketing
 Face to face selling
 Mail order
 Catalogue marketing
 Telephone /fax:telemarketing
 E-mail/internet:ecommerce
• Personal selling
 Customer either somes to sales person or the sales
person go to cutomers.

17. INTEGRATED MARKETING
COMMUNICATION
Coordination and Integration of all marketing
communication tools,avenues and sources inoreder to
maximize impact and minimize the cost.
Stages of IMC program
Identify all forms of communication
Coordinate all forms of communication
Use information technology
Integrate all elements of promotion mix

19. Benefits of IMC
• Boost sales and profit,
• Improves customer relationship and organizational
image.
• Creates competitive advantages.
• Customer get timely reminders and updated
information.

20. DEVELOPMENT OF EFFECTIVE
MARKETING COMMUNICATION
Understanding communication
environment
Identify the target audience
Measurement of brand awareness
,image and positioning
Determine communication and
objectives
Select creative platform
Select communication channel
Establish budget
Deciding marketing
communication mix

21. Understanding communication environment
o Signs and symbols
o Symbols in words
o Pictures and icons
o Language
o Culture
Identify the target audience
o Demographic characteristics
o Psychographic characteristics
o Mediagraphic characteristics

22. • Measurement of brand awareness,image
buliding and positioning
• Determine communication and objectives
o Informing
o Reminding
o Persuading
o Reinforcing
o Educating
o Corporate image building

23. • Select creative platform
o Message design
o Copywriting
o Layout and production
o Ad appeal
o Visualisation
• Select communication channel
o Personal channel
o Indirect personal channel
o Non-personal channel

24. • Establish budget
o Affordable method
o Incremental method
o Percentage of sale method
o Objective and task method
• Deciding marketing communication mix
o Advertising
o Sales promotion
o Publicity
o Public relation
o Personal selling
o Direct marketing