Communication Strategy

1) Promotion Mix

2) Advertising

7) Digital Marketing

5) Sales Promotion

6)Direct Marketing

3) Public Relations

4) Personal Selling

a) Integrated Marketing Communications

b) Communication Process

Persuade

Inform

Remind

Sender

Encoding

Message

Media

Decoding

Receiver

Response

Feedback

Noise

c) Effective Marketing Communication

2.Determine the communication Objectives:
Awareness->Knowledge->Liking->Preference->Conviction->Purchase

3.Design a message:
AIDA model->Awareness, Interest, Desire, Action
Message Content
Message Structure
Message Format

1.Identify the Target Audience:
What, When, Where, How, Who

4.Choose Media:
Non/Personal Communication Channels
->Word of mouth and Buzz Marketing


5.Select the Message Source

6.Collect Feedback

d) Promotional Strategies

Push Strategy

Pull Strategy

a)Major Advertising Decisions

c)Types of Media

d)Advertising Effectiveness

Objective Settings:
Communication Objectives
Sales Objectives

Budget Decisions:
Affordable Approach
Percent of Sales
Competitive Parity
Objective and Task

Message Decisions:
Message Strategy
Message Execution

Media Decisions:
Reach, Frequency, Impact
Major Media Types
Specific Media Vehicles
Media Timing

Advertising Evaluation:
Communication Impact
Sales and Profit Impact
Return on Advertising

b)Setting Advertising Objectives

Set the Advertising Budget

Develop Advertising Strategy

Television

Newspapers

Internet

Direct Mail

Magazines

Radio

Outdoor

Persuasive Advertising

Reminder Advertising

Informative Advertising

a)Role an Impact of PR

b)Major PR Tools

c)PR Functions:
Press relations/agency
Public Affairs
Lobbying
Investor Relations
Development
Image Oriented

b)Roles of Sale Force:
Design sales force strategy and structure
Recruit and select salespeople
Train Salespeople
Compensate Salespeople
Supervise Salespeople
Evaluate Salespeople

c)Selling Process:
Prospecting and Qualifying
Pre-Approach
Approach
Presentation and Demonstration
Handling Objectives
Closing
Follow up

a)Nature of Personal Selling

b) Sales Promotion Objectives:
Build Product Awareness
Create Interest
Provide Information
Stimulate Demand
Reinforce the Brand

c)Main Sales Promotion Tools

a)Growth of Sales Promotion

Consumer Promotions

Trade Promotions

Business Promotions

Sales Force Promotions

a)Direct Marketing Model

c)Benefits to Sellers

b)Benefits to Buyers

d)Forms of DirectMarketing

New Digital Technologies

Online Marketing

Kiosk Marketing

Face-to-Face Selling

Direct-Response Television Marketing

Telemarketing

Catalogue Marketing

a)Online and the Internet

b)Online Marketing Models: B2B, B2C, C2B, C2C

c)Establishing an online marketing presence

d)Creating a Website:
Placing ads and promotion online
Participating in social networks
Using e-mail

Broadcasting and Narrowcasting

Direct-Mail Marketing