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