Marketing

Communication
 What is Marketing
Communication ?
• its a unique tool used by marketers
in an attempt to persuade
consumers to act in a desired
manner
• it bridges the gap between
marketers and the consumers and
also between the consumers and
their socio -cultural environments
• Marketing communication support the
market plan and help the target
audience understand and believe in
the advantage of the marketers offer
over competitors
• Market communication has two flows
 Marketing communication

External Flow Internal flow

Target Audience Target Audience
Customers:
Past
• Current
•Potential Company Departments

Channel members
Employees

Companies
Competing and non competing

Stock holders
Others:
Govt Agencies
pvt agencies
Experts
4 Components
Communication

Source

Destination

Medium

Message
 Barriers To
Communication
• Selective attention, selective
distortion, selective recall
• Barriers at the source
• Barriers in encoding
• Barriers in transmission
• Barriers in Decoding
Types Of communication
system
• Inter Personal communication:
Communication occurring at a personal level
between 2or more people
• Impersonal Communication
Communication directed to large and
scattered audience
• Persuasive Communication
# Specific type of communication in
promotion
#if a particular Ad is intended to achieve an
intermediate objective as to build brand
awareness/remind the customer , the
ultimate objective of promotional strategy
is to persuade the audience towards the
desired goal of the marketer
 Endorser
Companies expect 3 types of benefits:
2. Endorsers increase viewing of TV
ads and readership of newspapers,
magazines etc
3. Endorses can influence positive
attitude change towards company
and its brand because of their
credibility
4. Endorsers perceived personality
characteristics can get associated
with a brands imagery
 Persuasion Matrix
• Receiver /comprehension
• Medium /message presentation
• Message/feeling Conviction
• Source/attention
 Source Credibility
• It means the extent to which the audience
perceive the source as having relevant
knowledge , expertise , or experience and
believe that source will provide unbiased
and objective information about the
product or service
• the element credibility has 2 important
components
* Expertise
* Trustworthiness
 Source attractiveness
• Attractiveness of a source
surrounded by :
similarity : resemblance between
the source
and the members of the
audience
Familiarity: knowledge of the
source
through exposure and
likeability
 Message
• It is the thought , idea , attitude ,
image or other information that
the advertisers wishes to covey
towards the targeted audience
• Message sidedness : one sided
Vs two sided
Order of presentation the
message
• Climax VS Anticlimax order
• Recency and Primacy effects