MARKETING COMMUNICATION

Marketing communications are messages and related media used to

communicate with a market. Marketing communications is the "promotion" part
of the "marketing mix" or the "four Ps": price, place, promotion, and product. It
can also refer to the strategy used by a company or individual to reach their
target market through various types of communication.
Model and stages
Level 1: Tactical Coordination and Marketing Communications Initial IMC
focus is on the tactical coordination of diverse marketing such as advertising,
promotion, direct response, public relations, and special events. This level
focuses on delivering one sight, one sound via marketing communication.
Level 2: Redefining the Scope of Marketing Communication The
organization begins to examine communications from the customers point of
view. Marketing communication begins to give consideration to all sources of
brand and company contact a customer has with the product or service.
Management broadens the scope of communication activities to encompass and
coordinate internal marketing employees, suppliers, and other business partners
and align with the existing external communication programs.
Level 3: Application of Information Technology An organizations
application of empirical data using information technology to provide a basis
identity, value, and monitor the impact of integrated internal and external
communication programs to key customer segments over time.
Level 4: Financial and Strategic Integration The emphasis shifts to using the
skills and data generated in the earlier stages to drive corporate strategic
planning using customer information and insights. Organizations re-evaluate
their financial information infrastructure.
Steps or elements of communication process
1. Developing idea by the sender: In the first step, the communicator
develops or conceptualizes an idea to be sent. It is also known as the
planning stage since in this stage the communicator plans the subject
matter of communication.
2. Encoding: Encoding means converting or translation the idea into a
perceivable form that can be communicated to others.
3. Developing the message: After encoding the sender gets a message
that can be transmitted to the receiver. The message can be oral, written,
symbolic or nonverbal. For example, when people talk, speech is the
message; when people write a letter, the words and sentences are the
message; when people cries, the crying is the message.
4. Selecting the medium: Medium is the channel or means of transmitting
the message to the receiver. Once the sender has encoded his into a
message, the next step is to select a suitable medium for transmitting it to
the receiver. The medium of communication can be speaking, writing,
signaling, gesturing etc.

5. Transmission of message: In this step, the sender actually transmits the

message through chosen medium. In the communication cycle, the tasks
of the sender end with the transmission of the message.
6. Receiving the message by receiver: This stage simply involves the
reception of senders message by the receiver. The message can be
received in the form of hearing, seeing, feeling and so on.
7. Decoding: Decoding is the receivers interpretation of the senders
message. Here the receiver converts the message into thoughts and tries
to analyze and understand it. Effective communication can occur only
when both the sender and the receiver assign the same or similar
meanings to the message.
8. Feedback: The final step of communication process is feedback.
Feedback means receivers response to senders message. It increases the
effectiveness of communication. It ensures that the receiver has correctly
understood the message. Feedback is the essence of two-way
communication.
CHARACTERISTICS OF MARKETING COMMUNICATION
1. ADVERTISING
2. SALES PROMOTION
3. PUBLIC RELATIONS AND PUBLICITY
4. EVENTS AND EXPERIENCES
5. DIRECT MARKETING
6. PERSONAL SELLING

THE KIND AND FORM OF AN ADVERTISING

Newspaper
Magazine
Radio
Television
Directories
Outdoor and transit
Direct mail, catalogues and leaflets
Online