This document provides an overview of marketing communication and advertising management. It discusses key concepts like integrated marketing communication, the objectives and importance of marketing communication, and the different forms of marketing communication like advertising, personal selling, sales promotion, publicity, and public relations. For advertising specifically, it defines advertising, discusses the benefits of advertising, and covers topics like the types of advertising, the five M's of advertising, objectives of advertising programs, and budgeting and measuring the effectiveness of advertising.

1. MARKETING MANAGEMENT
Sreejith.M.G
MBA Tourism
IMK Kariavattom
sreegmohan@gmail.com

2. Marketing communication has become the backbone for
the effective functioning of an organisation in the
information technology era.
Many companies are very much dependent on the services
provided by these players in the market
As the technology grows ,marketing communication also
grows with it.
The complexities of business increase to the maximum and
hence top management of research organisations should
give more importance to cross cultural communication.
Integrated Marketing
Communication (IMC)

3.  Behaviour Modification
 Objective to Inform
 Objective to Persuade
 Objective to Remind
 Specific Objective
Objectives And Importance Of
Marketing Communication

4. Search For New Communication
Strategies

5.  A paid form of non-personal mass communication
 Sponsors may be a company, an individual, a political
candidate, or a non-profit organisation
 It is more effective when sponsors want to
communicate with large number of people
simultaneously.
 Large no. of media to choose from
ADVERTISING

6.  Face-to-face contact between seller’s representative
and consumer(or the people with whom the seller
wants to communicate)
 Non-profit organisations, political candidates , firms
and individuals use personal selling
PERSONAL SELING

7.  It includes activities that directly induce or indirectly
serve as incentives to motivate a desired response on
the part of the target consumers, company
salespeople.
 eg: discounts ,gifts ,contests ,coupons etc.
SALES PROMOTION

8.  News carried in the mass media about a firm and its
policies, personnel or actions.
 It is a non-paid form of promotion
 Organisations makes publicity by providing materials
in the form of news releases, photographs and press
conferences.
PUBLICITY

9.  Planned effort by an organisation to influence the
attitude and opinions of a specific group by
developing a long-term relationship
 The target may be customers, stock holders,
government agencies or special interest groups
PUBLIC RELATIONS

10.  Advertising is distinguished from other activities
intended to persuade the public
 It is an indicator of growth of civilisation
 It is a part of our social, cultural and business
environment
 It is considered to be costly(But it gives returns)
American Marketing Association (AMA) defines
advertising
“advertising is any paid form of non-personal
presentation and promotion of ideas, goods and services
by an identified sponsor.”
Advertising Management

11.  To create brand image
 To create awareness
 To create demand
 To launch new products
 To help reach people
 To support distributors
 To position a product in a market
ADVERTISING-BENEFITS

12. Base on demand and influence level
1.Primary demand advertising
2.Selective demand advertising
Based on audience
1.Consumer advertising
2.Industrial advertising
3.Trade advertising
4.Professional advertising
Types of Advertising

13. Based on objectives
1.Product advertising
2.Institutinal advertising
3.Public service advertising
4.Advocacy advertising
5.Comparitive advertising
6.Competitive advertising
Based on timing of response it elicits
1.Direct action advertising
2.Indirect action advertising
Based on geographical coverage
National, regional and local advertising

14.  Mission
 Money
 Message
 Media
 Measurement
Five M’s Of Advertising

15. Objectives of advertising programme
 To increase support
 To stimulate sales
 To retain loyalty
 To communicate with customers
Approaches to setting advertising objectives
i. Management By Objective (MBO)
ii. Defining Advertising Goals for Measured
Advertising Results(DAGMAR)
MISSION

16.  Estimate of future advertising expenditure
 Minimize the waste and maximize the utility
 Must be considered as capital investment rather than
current expense
The budgetary process
1. Preparation of budget
2. Presentation and approval of budget
3. Execution of the budget
4. Control of budget
MONEY

17.  Advertising message is developed in terms of its
contents by using an appeal or an idea
 Appeals are cues that provide stimulus
 It is very important to have an impressive appeal in an
advertisement
Different types of appeals are;
I. Rational appeals
II. Emotional appeals
III. Moral appeals
MESSAGE

18. We can choose different type of media. They are
categorized as;
 Print media
1,Newspapers
2,Magazines
 Broadcast media
1,Radio
2,Television
3,Outdoor media
4,Cinema and videos
MEDIA

19.  Investment in advertising dramatically increased
 Advertising is a powerful selling tool
 Some advertising campaigns turned out to be flops
 So evaluation of advertising needs to be done
 Measurement helps the management to maximize
the contribution that advertising can make
MEASUREMENT

20. THANK YOU