Marketing Communication Dr. Bandara Wanninayake PhD (TBU – Czech), MBA (Colombo), Bsc. Mktg (Sp) – USJ, Dip. In mktg (UK), Dip. In. Acco. Senior Lecturer Dept. of Marketing Management University of Kelaniya

What is Mktg Communication The process by which the marketer develops and present an appropriate set of communications stimuli to a defined target audience with the intension of eliciting a desired set of response.

Tools of Promotional Mix Advertising Sales Promotion Public relations Direct marketing Personal selling Events and Experience

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

Advertising Forms of advertising Press, TV, Radio Packaging Brochures Posters and Leaflets Directories Bill boards POS display Symbols and logos Web Ads etc

Sales Promotion The variety of short-term incentives to encourage trial or purchase of product or service Main SP forms are, Contests, games Lotteries Preimiums and gifts Sampling Faire and trade shows Exhibition Demonstration Coupon and rebates Low- interest financing etc.

Public relations A variety of programmes designed to promotes or protect a company’s image or its individual products. Methods of PR Press kits Speeches Seminars Annual reports Charitable donations Publication Community relations Lobbying Identity media Company magazine

Direct marketing Use of mail, telephone, fax, e-mail or internet to communicate directly with or solicit response or dialogue from specific customer or prospects Main methods are, Catalogs Mailings Telemarketing Electronic shopping Fax E mail Door to door marketing

Personal selling Face to face interaction with one or more prospective purchasers for the purpose of marketing presentations, answering questions, and procuring orders. PS includes, Sales presentation Sales meetings Incentive programmes Samples Faire and trade shows etc

Events and Experience Company sponsored activities and programmes designed to promote or protect a company’s image or its individual products Main methods, Sports Entertainment Festivals Arts Factory tours Company museums Street activities

Steps in Marketing Communications Program Development Identifying the target audience Includes assessing the audience’s perceptions of the company, product, and competitors’ company/product image Developing communication objectives

Design the message Message content decisions involve the selection of appeal, theme, USP Types of appeals Rational appeals Emotional appeals Moral appeals

Design the message Structure Format Order of argument presentation Format Message format decisions vary with the type of media, but may include: Graphics, visuals Headline, copy or script Sound effects, voice qualities Shape, scent, texture of package

Design the message Source Message source characteristics can influence attention and recall Factors underlying perceptions of source credibility: Expertise Trustworthiness Likability

Selecting Communication Channels Personal communication channels Nonpersonal communication channels

Establishing the Marketing Communications Budget Affordability method Percentage-of-sales method Competitive-parity method Objective-and-task method

Deciding on the Marketing Communications Mix Selection factors Type of market Stage of buyer readiness Stage of product life cycle Market rank Promotional Strategies

Promotional Strategies Push Pull Profile

Measure results Recognition, recall, attitudes, behavioral responses

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