Chapter 05 Marketing Communications Resource Person MATHISHA - PowerPoint PPT Presentation

Chapter 05 Marketing Communications

Resource Person MATHISHA HEWAVITHARANA MBA (Col),BBA Sp.Mktng (Col), PPG DIP. In Mktng (UK), MCIM (UK), Chartered Marketer (UK), Practicing Marketer (SL), ACMA, CGMA CIMA (UK), DBF (IBSL), AIB (IBSL), MSLIM(SL), Head of Branches - Siyapatha Finance PLC

Chapter Contents • What is Marketing Communications • Importance of Marketing Communications • Eight Key Steps in Communication • Communication Channels • Integrated Marketing Communications

What is Marketing Communications Marketing Communications are Those Techniques and Methods Used by the Organization in Conveying their Expected Message to the Desired Communication Target Market.

What is Marketing Communications These are Different Marketing Channels & Tools Combined and Used by the Organization to Address a Desired set of Recipients.

What is Marketing Communications Marketing Communications Refers to the methods Adopted by the Company to Convey Messages about the Products and the Brands they Sell, either Directly or Indirectly to the Customers with the Intention to Persuade them to Purchase.

What is Marketing Communications Marketing Communications Refers to Means by Which Firms Attempt to Inform, Persuade and Remind Consumers Directly or Indirectly, About the Products and Brands they Sell. - Kotler & Keller 2017

Communication Model

Importance of Marketing Communications • To Create Brand / product Awareness. • To Inform Product Features and Details • To Persuade Customers for the Brand • To Create customer Confidence & Trust • To Differentiate the Brand from Others. • To Build up Corporate Reputation, Recognition & Image • To Remind the Existence of the Brand

Eight (8) Key Steps in Communication • Identify target audience • Determine objectives • Design communications • Select channels • Establish budget • Decide on media mix • Measure results • Manage Integrated Marketing Communications

Eight (8) Key Steps in Communication Identify target audience To Whom the Communication is targeted at ? The respective Demographic & Psychographic Features ? Determine objectives What is the Desired End status of the Communication ? What does company Expect ?

Eight (8) Key Steps in Communication Determine objectives  Creating Product / brand Awareness  Reminding brand experience  Increasing Brand Image & Reputation  Creating a top of the Mind Recall  To Increase Sales  To gain Stakeholder Confidence  To re-new / re-position the Brand Image  To Counter Attack Competitors  To Emphasize on an Achievement / USP

Eight (8) Key Steps in Communication Design communications What to Communicate (Content) ? How to Communicate (Methods) ? Select channels “Personal Communication Channel” where Message is Communicated directly face-to-face. “Digital / Electronic Communication Channel” where E -platforms are used for communication such as e-mail, internet, social media etc.

Eight (8) Key Steps in Communication Select channels “Mass / Broadcast Communication Channel” where message is communicated through mass communication mediums such as Tv, Radio etc. “Mobile Communication Channels” which uses mobile phone as the communication medium. “Written Communication Channels” where one way written communications are used such as letters, manuals etc..

Eight (8) Key Steps in Communication Establish budget - Affordable Method - Historical Method - Competitor Parity method - % on Sales Method - % on Profits Method - Objective & Task Method - Hybrid Method

Eight (8) Key Steps in Communication Decide on Media / Communication mix Techniques of communicating information about the organization / products / services to stakeholders through a Communication Mix. Advertising - Personal Selling - Direct Marketing - Sales Promotions - Public Relations - Sponsorships -

Eight (8) Key Steps in Communication Decide on Media / Communication mix o Advertising o Personal Selling

Eight (8) Key Steps in Communication Decide on Media / Communication mix o Direct Marketing o Sales Promotions

Eight (8) Key Steps in Communication Decide on Media / Communication mix o Public Relations o Sponsorships

Eight (8) Key Steps in Communication Measure results  Increase in the Brand Awareness  Creation of Top of the mind recalling  Increasing the Brand Image & Reputation  Increase experienced in Sales  Extent of successful positioning of the brand message  Level of Public Confidence and trust built  Responses of competitors  Movements of Market Share, Repeat purchase and customer references

Eight (8) Key Steps in Communication Manage Integrated Marketing Communications All aspects of marketing Communication such as advertising, sales promotion, public relations, sponsorships and direct marketing work together as a unified force, rather than permitting each to work in isolation. Hence a single coherent image message will be communicated.

Eight (8) Key Steps in Communication Manage Integrated Marketing Communications  It ensures that all forms of communications and messages are carefully linked together.  At its most basic level, Integrated Marketing Communications, or IMC, means integrating all the promotional tools, so that they work together in harmony.

Eight (8) Key Steps in Communication Manage Integrated Marketing Communications Entire communication strategy of the organization must focus on a single coherent corporate strategy / direction by maintaining the consistency of the message.

Chapter Contents • What is Marketing Communications • Importance of Marketing Communications • Eight Key Steps in Communication • Communication Channels • Integrated Marketing Communications

Thank You ! 0773 – 29 20 29 mathihewa@yahoo.com