21st & 22nd & 23rd & 24th Classes on ABM 506 .pdf

Agricultural marketing
21st & 22nd Classes on Marketing Communication
& 23rd & 24th Classes
HIMADRI SINHA, PH.D

Agenda
1. The Nature of Marketing Communication
2. Setting Marketing Communication Objectives
3. Factors Affecting the Communication Mix
4. The Marketing Communication Mix
5. Advertising
6. Sales Promotion
7. Public relations
8. Personal Selling

The Nature of Marketing Communication
What is Market Communication?
Marketing communications (also known as marcom) is the messages and media
that marketers use to communicate with target markets. Examples of marketing
communications include traditional advertising, direct marketing, social marketing,
presentations and sponsorships.
What are the nature of marketing communications?
The nature of marketing communication comes down to one thing –– influencing
your target market so consumers feel enthusiastic about what your company
offers. Without marketing communication, potential buyers may never hear about
your services or products. This could result in missed sales opportunities and profits.

What is nature and scope of marketing management?
1. It is the performance of business activities that direct the flow of goods and
services from producer to consumer or user.
2. Marketing is a dynamic process.
3. Marketing is also a complex, continuous and interrelated process. It involves
continuous planning, implementation and control.
4. Marketing communication helps move products, services, and ideas from
manufacturers to end users and builds and maintains relationships with
customers, prospects, and other important stakeholders in the company.
5. Communication is vital to marketing because it brings everyone on the same
page.

What are the major types of marketing communications?
The major modes of communication in marketing include
A. Advertising,
B. Digital Marketing,
C. Direct Marketing,
D. Personal Selling,
E. Public Relations, and
F. Sales Promotion.

A. Advertising: Advertising is defined as any form of paid communication or
promotion for product, service and idea. Advertisement is not only used by
companies but in many cases by museum, government and charitable
organizations. However, the treatment meted out to advertisement defers from an
organization to an organization.
 Advertising development involves a decision across five M’s: Mission, Money,
Message, Media and Measurement.
 Mission looks at setting objectives for advertising. The objectives could be to
inform, persuade, remind or reinforce. Objective has to follow the marketing
strategy set by the company.
 Money or budget decision for advertising should look at stage of product life
cycle, market share and consumer base, competition, advertising frequency and
product substitutability.

A. Advertising:
 Message’s development further is divided into four steps, message generation,
message evaluation and selection, message execution, and social
responsibility review.
 Once the message is decided the next step is finalizing the media for delivering
the message. The choice of depends on reach of media, frequency of
transmission and potential impact on customer. Based on this choice of media
types are made from newspaper, television, direct mail, radio, magazine and the
internet. After which timing of broadcast of the message is essential as to grab
attention of the target audience.
 Checking on the effectiveness of communication is essential to company’s
strategy. There are two types of researches- communication effect research
and sales effect research. These are the part of measurement.

B. Digital Marketing: Digital
marketing, also called online
marketing, is the promotion of
brands to connect with
potential customers using the
internet and other forms of
digital communication. This
includes not only email, social
media, and web-based
advertising, but also text and
multimedia messages as a
marketing channel.

C. Direct Marketing:
Direct marketing consists of any marketing that relies on direct
communication or distribution to individual consumers, rather than through
a third party such as mass media. Mail, email, social media, and texting
campaigns are among the delivery systems used.
The communication establishes through a direct channel without using any
intermediaries is referred to as direct marketing. Direct marketing can be used to
deliver message or service. Direct marketing has shown tremendous growth in
recent years. The internet has played major part in this growth story.
Direct marketing saves time, makes an experience personal and pleasant. Direct
marketing reduces cost for companies. Face to face selling, direct mail, catalog
marketing, telemarketing, TV and kiosks are media for direct marketing.

D. Personal Selling: Personal selling is also known as face-to-face
selling in which one person who is the salesman tries to convince
the customer in buying a product. It is a promotional method by
which the salesperson uses his or her skills and abilities in an attempt
to make a sale.

E. Public Relations: Companies cannot survive in isolation they need to have a
constant interaction with customers, employees and different stakeholders. This
servicing of relation is done by the public relation office. The major function of
the public relation office is to handle press releases, support product publicity,
create and maintain the corporate image, handle matters with lawmakers, guide
management with respect to public issues.
Companies are looking at ways to converge with functions of marketing and
public relation in marketing public relation. The direct responsibility of
marketing public relation (MPR) is to support corporate and product branding
activities.
MPR is an efficient tool in building awareness by generating stories in media.
Once the story is in circulation MPR can establish credibility and create a sense of
enigma among sales people as well as dealers to boost enthusiasm. MPR is much
more cost effective tool than other promotional activities.

F. Sales Promotion: Promotion is an incentive tool used to drive up short term sales. Promotion
can be launched directed at consumer or trade. The focus of advertising to create reason for
purchase the focus of promotion is to create an incentive to buy. Consumer incentives could be
samples, coupons, free trial and demonstration. Trade incentive could be price off, free goods
and allowances. Sales force incentive could be convention, trade shows, competition among
sales people.
Sales promotion activity can have many objectives, for example, to grab attention of new
customer, reward the existing customer, increase consumption of occasional users. Sales
promotion is usually targeted at the fence sitters and brand switchers.
Sales promotional activity for the product is selected looking at the overall marketing objective
of the company. The final selection of the consumer promotional tools needs to consider target
audience, budget, competitive response and each tool’s purpose.
Sales promotion activity should under-go pretest before implementation. Once the activity is
launched it should be controlled as to remain within the budget. Evaluation program is a must
after implementation of the promotional scheme.

How to do marketing
communication?
The 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.

What is the purpose of
marketing communication?
One of the primary goals of
marketing communication is to
persuade consumers or
businesses, by either changing
their perception of a brand,
product, or service or persuading
them to purchase (or feel motivated
/ tempted to purchase) a product or
service.

The Word of Mouth Marketing
What is word of mouth marketing examples? Examples of word-of-mouth marketing
include sharing reviews or recommendations on social media, talking to friends and family
about products or services, or leaving reviews on websites.
Word-of-mouth marketing is a
strategy that convinces
existing customers to tell
their family and friends
about products they're happy
with. For retailers, the goal is
to create something worth
spreading the word about.

The Word of Mouth Marketing
Word of mouth marketing isn't just
about getting customers to talk about
your brand. It's about turning your
customer into a raving fan.
 ALS Ice Bucket Challenge.
 Dunkin' Donuts.
 Netflix.
 Lush Loyalty.

Interactive Marketing Communication
What is meant by interactive marketing?
Interactive marketing, sometimes called trigger-based or event-driven marketing,
is a marketing strategy that uses two-way communication channels to allow
consumers to connect with a company directly.
Interactive marketing is a one-to-one marketing practice that centers on
individual customer and prospects' actions. Interactive marketing involves
marketing initiatives that are triggered by customers' behaviors and preferences; for
this reason, it is a major shift from traditional campaign-based marketing efforts.

Examples of interactive media include:
Web sites,
User-generated content,
Interactive television,
Gaming,
Interactive advertising,
Blogs and mobile telephony.

The Common and Effective Interactive
Content Types One Can Use To Get More
Leads are :
• Interactive Quizzes.
• Interactive Infographics.
• Surveys and Polls.
• Interactive Calculators.
• Assessments.
• Interactive E-books.
• Interactive Emails.
• Webinars.

Common Types of Interactive Marketing Strategies
• Interactive videos: Using video is a great way to explain a topic or entertain
viewers. Savvy marketers have found new ways to engage viewers by adding CTAs
in videos prompting them to subscribe or participate in the conversation in real
time. Some videos allow viewers to answer questions by clicking a set of multiple
choice answers right on the screen. Other formats immerse the viewer in beautiful
landscapes — a technique that's becoming more popular as the use of 360-degree
video becomes more prevalent.
• Quizzes, surveys, and polls: Quizzes and polls are a fun way to get visitors to
interact with your site — and you can create them for just about any topic. Buzzfeed
has excelled in this area, but it’s not uncommon to see them used for travel, home
search, and interior design sites. They are popular tools for social media marketing
as well.

Common Types of Interactive Marketing Strategies
• Personalized content: From addressing customers by name in email to curating specific
ads targeted at their individual needs, adding a personal touch gives the impression that
you are speaking directly to them. Ever abandoned an item in your cart and received an
email reminder about it later? That’s personalized marketing at work.
• Interactive storytelling: Keeping readers engaged with a long-form article can be
difficult — that's why interactive storytelling can be a powerful resource for marketers.
Uses infographics, gifs, video, clickable maps, charts, and other visual aids to help break
up text and keep readers from getting burnt-out or bored.
• Calculators: While calculators don’t sound super interesting, they are incredibly useful
for organizations that want to showcase data. Looking for a home? You’ve probably used
a mortgage calculator to get a ballpark estimate of your monthly payment.

Event Marketing
What is Event Marketing?
Event marketing, also known as experiential marketing.
It is all about using experiences — whether virtual or in-person — to teach
potential and existing customers about your products, services, or business.
Event experience refers to how attendees perceive and engage with your event —
no matter the format or the type of event — and includes, but is not limited to, how
participants feel about the following: Registration and ticketing.
Event marketing describes the process of developing a themed exhibit, display, or
presentation to promote a product, service, cause, or organization. It leverages in
person engagement to connect with customers. Events can occur online or offline.
You can participate in, sponsor or host an event yourself.

Event Marketing
Examples:
Usually, the first thing that comes to mind when you think of event marketing is
tradeshows, conferences, seminars, and exhibitions.
There, people with mutual interests – be it in a product or a wider industry – gather
together to network, host learning sessions, and exhibit new products.

Event Marketing
Unlike traditional or online marketing efforts, experiential marketing is a uniquely
fast and effective way to build brand awareness through face-to-face connections
with consumers. It engages all five senses, sparking emotions that form lasting
memories which have been shown to drive brand loyalty.

Event Marketing
Classifications of event types:
Event types can be separated into corporate,
private, or charity. Corporate events focus on
businesses and customers, whereas private events
are more recreational and charity events are for
philanthropy.
What are events examples?
CORPORATE EVENTS
• The study day.
• The seminar.
• The conference and congress.
• The product launch.
• The team building.
• Festivals.
• Trade fairs or exhibition

Setting Marketing Communication Objectives
How to set communication objectives?
An easy way of developing measurable communication objectives is to ask the
following three questions:
1. What do we want our audience to do?
2. When do we want our audience to do it?
3. What is the benefit to the audience if they do what we want them to do?

How to create a marketing communications strategy?
We can build our long-term plan in 6 simple steps. Our step-by-step guide will help you create a strategy and make
your business grow.
1. Identify your target audience. Offering your product to all people doesn’t work. You need to target
specific audience segments that need your product to help solve their problem. That’s why you need to identify
your target group, their location, age, gender, interests, preferences, needs, occupation, etc. This will help you craft
personalized messages and marketing campaigns. Besides, you’ll know which channels it’s better to choose to
reach your ideal customer. Develop a buyer persona to name the characteristics of your consumer. It’ll help you
select people you should target. To develop an accurate buyer persona, you need to mention the customer’s job
title, pain points, challenges, and goals.
2. Define your unique value proposition (UVP). UVP makes your company stand out and outperform your
competitors. It’s essential to have one to demonstrate it to your audience and prove that you are superior to other
brands for a number of reasons. UVP is a solution your customers need. If you succeed in helping your customers,
they will reward you with good revenue, word-of-mouth promotion, a bigger customer base, a good position
within the market, and more. For example, Domino’s Pizza positions itself as a company that delivers the freshest
and hottest pizza faster than competitors, only in 30 minutes.

How to create a marketing communications strategy?
3. Bring the solution to customers’ problems. The next thing you should do is to match customers’
pain points with the solution you offer. Create a table with customer problems and product
solutions. You should mark the offerings that meet customers’ problems. Share this table with your
team to create messages that address clients’ issues and provide solutions. Align messaging across
all marketing channels you use for communication.
4. Select channels to deliver your message. The channels you use depend on the goals you want to
attain and customers’ preferences. Identify the platforms and messengers your target audience
prefers the most. You can start with developing your website and publishing quality content on
your blog.
5. Measure the end result. Once you implement everything, track the results. See if your business
moves towards the achievement of your goals. Metrics will provide you with a clue of your
company’s performance.

Factors Affecting the Communication Mix
A number of factors which may disrupt the communication process and affect the
overall understanding and interpretation of what is communicated are :
1. Status / Role
2. Cultural differences .
3. Choice of communication channel .
4. Length of communication .
5. Use of language .
6. Individual Perceptions / Attitudes / Personalities .
7. Known or Unknown Receiver .

1. Status/Role
The sender and receiver of a message may be of equal status within a hierarchy (e.g. managers in
an organisation) or they may be at different levels (e.g. manager/employee, lecturer/student,
business owner/clients).This difference in status sometimes affects the effectiveness of the
communication process.
2. Cultural Differences
Cultural differences, both within or outside the organisation (for example, inter-departmental
dealings and communication with outside organisations or ethnic minorities) may impede the
communication process.
3. Choice of Communication Channels
Sender should choose the most appropriate channel for a particular purpose and keeping
the person/receiver in mind.
Sending messages via inappropriate channels can send out wrong signals and end up creating
confusion.

Choosing the appropriate channel needs :
• Considering all aspects of the communication process (interpretation, understanding, feedback).
• Determining all the possible barriers.
• Evaluating the complexity of the message and decide how it might be best conveyed .
Knowing--
• Who? ? Characteristics of the receiver(s).
• Why? Purpose of the communication.
• What? Content of the message.
• How? Oral, written, visual or a combination of all three.
• Where? Location of the meeting.
• When? Timing/time limit/expected response time.

4. Length of Communication
The length of the message also affects the communication process.
Sender need to be sure that it serves the purpose and is appropriate for the receiver.
Is the message too long or too brief?
5. Use of Language
The language used must be familiar to the receiver .
Poor choice of words or weak sentence structure also hampers communication.
Sentences must be framed correctly .
6 .Individual Perceptions/Attitudes/Personalities
Sometimes, the method of communication needs to take into consideration the receiver's
personality traits, perceptions , age and preferred style.
EXAMPLE -The elderly and children, have different communication needs and preferences
when compared to young adults.

7 .Known or Unknown Receiver
Whether the receiver is known or unknown to sender also plays a major role in determining the
effectiveness of the communication.
• A known receiver may be better able to understand the message despite having
insufficient information as both sender and receiver have common experiences .
• An unknown receiver, on the other hand, may require more information and time to decode the
message.

BARRIERS TO COMMUNICATION
(1) SEMANTIC BARRIERS
There is always a possibility of misunderstanding the feelings of the sender of the message or
getting a wrong meaning of it. The words, signs, and figures used in the communication are
explained by the receiver in the light of his experience which creates doubtful situations. This
happens because the information is not sent in simple language.
The semantic barriers are as follows:
(i) Badly Expressed Message:
Because of the obscurity of language there is always a possibility of wrong interpretation of the
messages. This barrier is created because of the wrong choice of words, in civil words, the wrong
sequence of sentences and frequent repetitions. This may be called linguistic chaos.
.

(ii) Symbols or Words with Different Meanings:
A symbol or a word can have different meanings. If the receiver misunderstands the
communication, it becomes meaningless.
For example, the word ‘value’ can have different meanings in the following sentences:
(a) What is the value of computer education these days?
(b) What is the value of this mobile set?
(c) Value our friendship.
(iii) Faulty Translation:
A manager receives much information from his superiors and subordinates and he translates it for
all the employees according to their level of understanding. Hence, the information has to be
moulded according to the understanding or environment of the receiver. If there is a little
carelessness in this process, the faulty translation can be a barrier in the communication.

(iv) Unclarified Assumptions:
It has been observed that sometimes a sender takes it for granted that the receiver knows some
basic things and, therefore, it is enough to tell him about the major subject matter. This point of
view of the sender is correct to some extent with reference to the daily communication, but it is
absolutely wrong in case of some special message.
(v) Technical Jargon:
Generally, it has been seen that the people working in an enterprise are connected with some
special technical group who have their separate technical language.
Their communication is not so simple as to be understood by everybody. Hence, technical
language can be a barrier in communication. This technical group includes industrial engineers,
production development manager, quality controller, etc.

(vi) Body Language and Gesture Decoding:
When the communication is passed on with the help of body language and gestures, its
misunderstanding hinders the proper understanding of the message. For example, moving one’s
neck to reply to a question does not indicate properly whether the meaning is ‘Yes’ or ‘No’.

(2) PSYCHOLOGICAL BARRIERS
The importance of communication depends on the mental condition of both the parties. A mentally
disturbed party can be a hindrance in communication. Following are the emotional barriers in the
way of communication:
(i) Premature Evaluation:
Sometimes the receiver of information tries to dig out meaning without much thinking at the time
of receiving or even before receiving information, which can be wrong. This type of evaluation is a
hindrance in the exchange of information and the enthusiasm of the sender gets dampened.
(ii) Lack of Attention:
When the receiver is preoccupied with some important work he/she does not listen to the message
attentively. For example, an employee is talking to his boss when the latter is busy in some
important conversation. In such a situation the boss may not pay any attention to what subordinate
is saying. Thus, there arises psychological hurdle in the communication.

(iii) Loss by Transmission and Poor Retention:
When a message is received by a person after it has passed through many people, generally it loses
some of its truth. This is called loss by transmission. This happens normally in case of oral
communication. Poor retention of information means that with every next transfer of information
the actual form or truth of the information changes.
According to one estimate, with each transfer of oral communication the loss of the information
amounts to nearly 30%. This happens because of the carelessness of people. Therefore, lack of
transmission of information in its true or exact form becomes a hindrance in communication.

(iv) Distrust:
For successful communication the transmitter and the receiver must trust each other. If there is a
lack of trust between them, the receiver will always derive an opposite meaning from the message.
Because of this, communication will become meaningless.
(3) ORGANIZATIONAL BARRIERS :
Organizational structure greatly affects the capability of the employees as far as the
communication is concerned. Some major organizational hindrances in the way of communication
are the following:
(i) Organizational Policies:
Organizational policies determine the relationship among all the persons working in the enterprise.
For example, it can be the policy of the organization that communication will be in the written
form. In such a situation anything that could be conveyed in a few words shall have to be
communicated in the written form. Consequently, work gets delayed.

(ii) Rules and Regulations:
Organizational rules become barriers in communication by determining the subject-matter,
medium, etc. of communication. Troubled by the definite rules, the senders do not send some of
the messages.
(iii) Status:
Within the organization, all the employees are divided into many categories on the basis of their
level. This formal division acts as a barrier in communication especially when the communication
moves from the bottom to the top.
For example, when a lower-level employee has to send his message to a superior at the top level
there is a lurking fear in his mind that the communication may be faulty, and because of this fear,
he cannot convey himself clearly and in time. It delays the decision making.

(iv) Complexity in Organisational Structure:
The greater number of managerial levels in an organisation makes it more complex. It results in
delay in communication and information gets changed before it reaches the receiver. In other
words, negative things or criticism are concealed. Thus, the more the number of managerial levels
in the organisation, the more ineffective the communication becomes.
(v) Organizational facilities:
Organisational facilities means making available sufficient stationery, telephone, translator, etc.
When these facilities are sufficient in an organisation, the communication will be timely, clear and
in accordance with necessity. In the absence of these facilities communication becomes
meaningless.

(4) PERSONAL BARRIERS
The barriers which are directly connected with the sender and the receiver. They are called
personal barriers. From the point of view of convenience, they have been divided into two parts:
(a) Barriers Related to Superiors: These barriers are as follows:
(i) Fear of Challenge of Authority:
Everybody desires to occupy a high office in the organisation. In this hope the officers try to
conceal their weaknesses by not communicating their ideas. There is a fear in their mind that in
case the reality comes to light they may have to move to the lower level,
(ii) Lack of Confidence in Subordinates:
Top-level superiors think that the lower- level employees are less capable and, therefore, they
ignore the information or suggestions sent by them. They deliberately ignore the communication
from their subordinates in order to increase their own importance. Consequently, the self-
confidence of the employees is lowered.

(4) PERSONAL BARRIERS
(b) Barriers Related to Subordinates
(i) Unwillingness to Communicate:
Sometimes the subordinates do not want to send any information to their superiors. When the
subordinates feel that the information is of negative nature and will adversely affect them, an effort
is made to conceal that information.
If it becomes imperative to send this information, it is sent in a modified or amended form.
Thus, the subordinates, by not clarifying the facts, become a hindrance in communication,
(ii) Lack of Proper Incentive:
Lack of incentive to the subordinates creates a hindrance in communication. The lack of incentive
to the subordinates is because of the fact that their suggestions or ideas are not given any
importance. If the superiors ignore the subordinates, they become indifferent towards any
exchange of ideas in future.

21st & 22nd & 23rd & 24th Classes on ABM 506 .pdf

21st & 22nd & 23rd & 24th Classes on ABM 506 .pdf

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