THE INSTITUTE OF CHARTERED ACCOUNTANTS OF SRI LANKA

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THE INSTITUTE OF CHARTERED ACCOUNTANTS OF SRI
LANKA
POSTGRADUATE DIPLOMA IN BUSINESS
MANAGEMENT MARKETING STRATEGY Integrated
Marketing Communication and Advertising Hafeez
Rajudin Chartered Marketer
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THE MARKETING COMMUNICATION MIX

• A companys total communications mix also
  called its promotion mix consists
• ADVERTISING
• SALES PROMOTION
• PUBLIC RELATIONS
• PERSONAL SELLING
• DIRECT MARKETING

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THE MARKETING COMMUNICATION MIX

• ADVERTISING
• Any paid form of nonpersonal presentation and
  promotion of ideas, goods, or services by an
  identified sponsor

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THE MARKETING COMMUNICATION MIX

• SALES PROMOTION
• Short-term incentives to encourage the purchase
  or sale of a product or service

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THE MARKETING COMMUNICATION MIX

• PUBLIC RELATIONS
• Building good relations with the companys
  various publics by obtaining favourable
  publicity, building up a good corporate image,
  and handling or heading off unfavourable rumors,
  stories and events

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THE MARKETING COMMUNICATION MIX

• PERSONAL SELLING
• Personal presentation by the firms sales force
  for the purpose of making sales and building
  consumer relationships

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THE MARKETING COMMUNICATION MIX

• DIRECT MARKETING
• Direct connections with carefully targeted
  individual consumers to both obtain an immediate
  response and cultivate lasting customer
  relationships the use of telephone, mail, fax,
  e-mail, the Internet, and other tools to
  communicate directly with specific consumers

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THE CHANGING COMMUNICATIONS ENVIRONMENT

• There are two major factors changing the face of
  todays marketing communications
• Focused marketing programs designed to build
  closer relationships with customer in more
  narrowly defined micromarkets.

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THE CHANGING COMMINICATIONS ENVIRONMENT

• 2. Vast improvements in information technology
  are speeding towards segmented marketing.

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THE COMMUNICATION PROCESS
noise
SENDER
noise
noise
ENCODING
FEEDBACK
MESSAGE
RESPONSE
MEDIA
noise
DECODING
noise
noise
noise
RECEIVER
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The Communication Process

1. Sender The party sending the message to another
   party.
2. Message The set of symbols that the sender
   transmits.
3. Decoding The process by which the receiver
   assigns meaning to the symbols encoded by the
   sender.
4. Receiver The party receiving the message sent by
   another party.
5. Response The reactions of the receiver after
   being exposed to the message.
6. Feedback The part of the receivers response
   communicated back to the sender.
7. Noise The unplanned static or distortion during
   the communication process which results in the
   receivers getting a different message than the
   one sender sent.

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STEPS IN DEVELOPING EFFFECTIVE COMMUNICATION
Step 1 Identifying the Target Audience
Step 2 Determining the Communication Objectives
Buyer Readiness Stages
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
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STEPS IN DEVELOPING EFFFECTIVE COMMUNICATION
Step 3. Designing a message
Message content Rational Appeals Emotional
appeals Moral appeals
Message Structure Draw Conclusions Argument
Type Argument Order
Message Format Headline, Copy, Color, Words
Sounds, Body Language
ACTION
DESIRE
INTEREST
ATTENTION
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STEPS IN DEVELOPING EFFFECTIVE COMMUNICATION
Step 4 Choosing Media
Personal Communication Channels
Non-personal Communication Channels
Step 5 Selecting the Message Source
Step 6 Collecting Feedback
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SETTING THE TOTAL PROMOTIONAL BUDGET
Affordable Method
Percentage-of-Sales Method
Objective-and-Task Method
Competitive-parity Method
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SETTING THE PROMOTIONAL MIX
Nature of Each Promotional Tool
Advertising Reaches many Buyers, expressive,
Impersonal
Personal Selling Personal Interaction, Builds
Relationships, Costly
Sales Promotion Provides Strong Incentives to
Buy Short-lived
Public Relations Believable, Effective,
Economical Underused by many Companies
Direct Marketing Nonpublic, Immediate,
Customized, Interactive
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FACTORS IN DEVELOPING PROMOTION MIX STRATEGIES
Push Strategy Pushing the product through
Distribution Channels
to final Customer Pull Strategy Producer
Directs its Marketing Activities Towards
Final Consumers to Induce
them to Buy the Product
Type of Product/market
Product Life-Cycle Stage
Buyer Readiness Stage
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CHANGIING FACE OF MARKETING COMMUNICATIONS
NEW MARKETING COMMUNICATIONS REALITIES
Improvements in Information Technology has led
to Segmented Marketing More Narrow Forecasting
Marketers have shifted away from Mass
Marketing Less Broadcasting
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INTEGRATED MARKETING COMMUNICATIONS
Company Carefully Integrates and Coordinates its
many Communication Channels to Deliver a Clear,
Consistent, Compelling Message
Message
Advertising
Packaging
Event Marketing
Personal Selling
Direct Marketing
Sales Promotion
Public Relations