3. Meaning of Marketing Communication
•Communication is two way process for exchange of information
•Communication is the transfer of meaning from one person to
another and is reflected in attention, understanding, acceptance and
results or response.
•Marketing is a process by which an organization establish
relationship with its customer.
Sender of Message Receiver of Message
4. Meaning of Marketing Communication
Marketing communication is the process by which a organization communicates
“Marketing communication are the means by which firm attempt to inform,
persuade, and remind consumer directly or indirectly about the
products/services.” Philip Kotler
“Marketing communication are the tools a company uses to deliver a range of
promotional message to its target market.” Chartered Institute of Marketing
According to Koontz and Boone, “Marketing communication is that command,
which keeps a relationship with buyer and seller.”
5. Process of Marketing Communication
Transmission of information or message from sender the receiver
through a selected channel, overcoming barriers that affects its pace.
6. Parts of Marketing Communication
1. Sender: person who sends the message. Must have idea of audience. The
sender must consider target audience.
2. Encoding: putting thoughts and ideas into symbolic form. It is also known
as “mental wrapping” of communication message.
3. Message: set of symbols to be transmitted to receiver. The best message
consist words and symbols that are familiar to audience.
4. Media: it’s a channel by which message moves from sender to receiver.
5. Decoding: process by which receiver assigns meaning to the symbols
encoded by sender. Decoding depends on the perception of the receiver,
experience with similar communication.
7. Parts of Marketing Communication
6. Receiver: person receiving the message send by somebody. Audience/customer
7. Response: reaction of the receiver after receiving the message. It depends upon
the perception, interpretation of body language, personal desire and reaction to
8. Feedback: Receiver’s response communicated back to the sender. It can be
written, spoken, or other means.
9. Noise: distortion of the communication process which results in receiver getting
a different message than the sender sent. It is an activity that disturbs or confuses
that makes communication process difficult.
•Advertising is a paid form of non personal communications about
an organization, its products, or its activities that is transmitted
through a mass medium to a target audience.
•The mass medium might be television, radio, newspapers,
magazines, outdoor displays, car cards, and directories.
•Advertising seeks to promote the seller’s product by means of
printed and electronic media.
•This is justified on the grounds that messages can reach large
numbers of people and make them aware, persuade, and remind
them about the firm’s offerings.
•Building on what is mention in previous slide, objectives for
advertising can be assigned that focus on creating awareness,
•developing conviction, and encouraging ordering
Within each category, more specific objectives can be
developed that take into account time and degree of success
11. Sales promotion
•Sales promotion is an activity or material that offers
customers, sales personnel, or resellers a direct inducement
for purchasing a product. This inducement, which
adds value to or incentive for the product, might take the
form of a coupon, sweepstakes (type of contest), refund, or
12. Public relations
•Public relations is a nonpersonal form of communication that
seeks to influence the attitudes, feelings, and opinions of
customers, noncustomers, stockholders, suppliers,
employees, and political bodies about the organization.
•A popular form is publicity, which is a nonpaid form of
nonpersonal communication about the organization and its
products that is transmitted through a mass medium in
the form of a news story.
•Obviously, marketers seek positive publicity.
13. Direct marketing
•Direct marketing uses direct forms of communication with
customers. It can take the form of direct mail, online marketing,
catalogues, telemarketing, and direct response advertising.
•Similar to personal selling, it may consist of an interactive
dialog between the marketer and the customer.
• Its objective is to generate orders, visits to retail outlets, or
requests for further information.
•Obviously, personal selling is a form of direct marketing, but
because it is a very personal form of communication, we place it in
its own category.
15. Some Strength and Weakness of the Major
Element Strengths Weaknesses
Efficient for reaching many
effective way to create image ads are
subject to much of the brand;
flexible; variety of media to choose from
Reaches many people who are not
ads are subject to much criticism;
exposure time is usually short; people
tend to screen out advertisements;
total cost may be high
Personal selling Salespeople can be persuasive
two-way communication allows for
questions and other feedback;
message can be targeted to specific
Cost per contact is high;
salespeople may be hard to
recruit and motivate;
presentation skills may vary
16. Some Strength and Weakness of the Major
Element Strengths Weaknesses
Supports short-term price reductions
designed to stimulate demand;
Variety of sales promotion tools available;
effective in changing short-term behaviour;
easy to link to other communications
Risks inducing brand-loyal customers to
stock up while
not influencing others;
impact may be limited to short term;
price-related sales promotion may hurt
brand image; easy for
competitors to copy
Total cost may be low;
seen as more credible than marketer-
Media may not cooperate;
heavy competition for media attention;
marketer has little control over
17. Some Strength and Weakness of the Major
Element Strengths Weaknesses
Message can be customized and
can facilitate a relationship with
Managing and maintaining up-to-
date database can be costly;
often low customer response
18. Thank You
Next Session on : Features of Marketing Communication
Role of various Components of Marketing Communication