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    Lecture#26: Marketing Communications Lecture Notes

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    Hazma Fareed
    Marketing communication refers to the means by which companies convey messages about products and brands to customers, either directly or indirectly, with the intent of persuading purchase. It uses tools like advertising, sales promotions, events, public relations, direct marketing, interactive marketing, word-of-mouth marketing and personal selling to create brand awareness and answer questions about who can use a product, how, when and where. These tools make up the marketing communications mix, which helps inform, persuade and remind customers about a company's offerings.

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    Lecture#26: Marketing Communications Lecture Notes

    Uploaded by

    Hazma Fareed
    32 views4 pages
    Marketing communication refers to the means by which companies convey messages about products and brands to customers, either directly or indirectly, with the intent of persuading purchase. It uses tools like advertising, sales promotions, events, public relations, direct marketing, interactive marketing, word-of-mouth marketing and personal selling to create brand awareness and answer questions about who can use a product, how, when and where. These tools make up the marketing communications mix, which helps inform, persuade and remind customers about a company's offerings.

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    Lecture Notes-26

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    Marketing communication refers to the means by which companies convey messages about products and brands to customers, either directly or indirectly, with the intent of persuading purchase. It uses tools like advertising, sales promotions, events, public relations, direct marketing, interactive marketing, word-of-mouth marketing and personal selling to create brand awareness and answer questions about who can use a product, how, when and where. These tools make up the marketing communications mix, which helps inform, persuade and remind customers about a company's offerings.

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    32 views4 pages

    Lecture#26: Marketing Communications Lecture Notes

    Uploaded by

    Hazma Fareed
    Marketing communication refers to the means by which companies convey messages about products and brands to customers, either directly or indirectly, with the intent of persuading purchase. It uses tools like advertising, sales promotions, events, public relations, direct marketing, interactive marketing, word-of-mouth marketing and personal selling to create brand awareness and answer questions about who can use a product, how, when and where. These tools make up the marketing communications mix, which helps inform, persuade and remind customers about a company's offerings.

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    Lecture#26: Marketing Communications

    Lecture Notes

    Marketing Communication refers to the means adopted by the companies 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.

    In other words, the different medium that company adopts to exchange the
    information about their goods and services to the customers is termed as Marketing
    Communication.

    The marketer uses the tools of marketing communication to create the brand
    awareness among the potential customers, which means some image of the brand
    gets created in their minds that help them to make the purchase decision.

    Marketing communication offer solutions to the following questions:

     Why shall the product be used?

     How can the product be used?

     Who can use the product?

     Where can the product be used? And

     When can the product be used?

    Marketing communication includes Advertising, Sales Promotion, Events and


    Experiences (sponsorship), Public Relations and Publicity, Direct Marketing,
    Interactive Marketing, Word-of-Mouth Marketing, Personal Selling. These tools of
    communication are collectively called as Marketing Communication Mix.

    Elements of Marketing Communication Mix

     
    1. Advertising: It is an indirect, paid method used by the firms to inform the
    customers about their goods and services via television, radio, print media,
    online websites etcAdvertising is one of the most widely used methods of
    communication mix wherein the complete information about the firm’s
    product and services can be communicated easily with the huge target
    audience coverage.

    2. Sales Promotion: The sales promotion includes the several short-term


    incentives to persuade the customers to initiate the purchase of the goods
    and services. This promotion technique not only helps in retaining the
    existing customers but also attract the new ones with the additional
    benefits.Rebates, discounts, paybacks, Buy- one –get- one free scheme,
    coupons, etc. are some of the sales promotion tools.

    3. Events and Experiences: Several companies sponsor the events such as


    sports, entertainment, nonprofit or community events with the intention to
    reinforce their brand in the minds of the customers and create a long term
    association with them.
    The name of the firm sponsoring the event can be seen on the playground
    boundaries, player’s jerseys, trophies, awards in the entertainment shows,
    hoardings on stage, etc.

    4. Public Relations and Publicity: The companies perform several social


    activities with a view to creating their positive brand image in the market.
    The activities that companies are undertaking such as, constructing the
    public conveniences, donating some portion of their purchase to the child
    education, organizing the blood donation camps, planting trees, etc. are
    some of the common moves of enhancing the Public Relations.

    5. Direct Marketing: With the intent of technology, the companies make use


    of emails, fax, mobile phones, to communicate directly with the prospective
    customers without involving any third party in between.

    6. Interactive Marketing: Interactive Marketing has recently gained


    popularity as a marketing communication tool, wherein the customers can
    interact with the firms online and can get their queries resolved online.

    Amazon is one of the best examples of interactive marketing wherein the


    customers make their choice and can see what they have chosen or ordered in the
    recent past. Also, Several websites offer the platform to the customers wherein
    they ask questions and get the answers online such as answer.com.

    7. Word-of- Mouth Marketing: It is one of the most widely practiced method


    of communication tool wherein customer share their experiences with their
    peers and friends about the goods and services they bought recently.This
    method is very crucial for the firms because the image of the brand depends
    on what customer feels about the brand and what message he convey to
    others.

    8. Personal Selling: This is the traditional method of marketing


    communication wherein the salesmen approach the prospective customers
    directly and inform them about the goods and services they are dealing in. It
    is considered as one of the most reliable modes of communication because it
    is done directly either orally, i.e., face to face or in writing via emails or text
    messages.

    Thus, marketing Communication mix refers to the different tools that a firm can
    adopt to inform, persuade, and remind the customer about the product and services
    it sells.

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