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Communicating Value

Marketing communications are used to inform, persuade, and remind consumers about products and brands. They help establish a dialogue and build relationships with consumers. Marketing communications contribute to brand equity by establishing the brand in consumers' memories and crafting a brand image.

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Prakash Sharma
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43 views

Communicating Value

Marketing communications are used to inform, persuade, and remind consumers about products and brands. They help establish a dialogue and build relationships with consumers. Marketing communications contribute to brand equity by establishing the brand in consumers' memories and crafting a brand image.

Uploaded by

Prakash Sharma
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Marketing Communications

Prakash Sharma
Asst. Business Development Officer
IndiaReport
Metrix Web Services (P) Ltd.
The Role of Marketing
Communications
 Marketing communications are the means
by which firms attempt to inform, persuade,
and remind consumers - directly or
indirectly- about the products and brands
that they sell
The Role of Marketing
Communications
 Marketing communications represent the
‘voice’ of the brand and help in establishing
a dialogue and build relationships with
consumers
The Role of Marketing
Communications
 Functions performed for consumers: told or
shown how and why a product is used; by
what kind of person, and where and when;
consumers can learn about who makes the
product and what the company and brand
stand for; and they can be given an
incentive or reward for trial or usage
The Role of Marketing
Communications
 Marketing communications allow
companies to link their brands to other
people, places, events, brands, experiences,
feelings, and things
The Role of Marketing
Communications
 Contribute to brand equity by establishing
the brand in memory and crafting a brand
image
 Create positive feelings and relationship
between brand and consumer
 Drive brand sales
Advertising
 Advertising is a tool of marketing that
disseminates information about a brand which
is aimed at a large number of people at the
same time. To reach the masses, advertising
has to buy space or time in one or more media
of mass communication such as radio,
television, newspapers, and/or magazines
Salesmanship

 Salesmanship involves persuasive


communication directed toward a single
individual in an interpersonal mode
 Field sales (Place of business), Retail
selling, Door-to-door
Sales Promotion

 Sales Promotion, also termed as a ‘below the


line’ activity, aims at achieving the sales
target. It is a promotional method that
usually includes the temporary offer of a
material reward to customers by way of a
discount, a coupon, an additional product, a
holiday package, or a meeting with a
celebrity, among various other schemes
Publicity
 A public is any group that has an actual or
potential interest in or impact on a
company’s ability to achieve its objectives
 Publicity refers to non personal
communications regarding an organization,
product, service, or idea not directly paid
for or run under identified sponsorship
PR
 When an organization systematically plans
and distributes information in an attempt to
control and manage its image and the nature
of the publicity it receives
5 PR functions
 Press relations - presenting news and
information in a positive light
 Product publicity
 Corporate communications - internal and
external
 Lobbying
 Counseling - advising management - good and
bad times
Marketing Public Relations
 Serves the Marketing department:
- Assist in the launch of new products
- Assist in repositioning
- Building interest in a product category
- Influencing specific target groups
- Solving product problems
- Building corporate brand
Direct Marketing
 Direct marketing is a method that cuts out
the middleman and allows the manufacturer
to reach out to the customer directly
 It involves maintaining a database of current
and potential customers, telemarketing, etc.
 Above all, it is about developing
relationships - one-to-one (CRM)
Events & Experiences
Events & Experiences
 Sponsorship provides opportunities to obtain
wider exposure and influence attitudes
towards brands
 Deepens relationship of the brand with the
consumer
 Nike sponsors cricket kit; Sahara team
sponsorship; MRF car racing; Cadbury
Bournvita Quiz Contest; Brand Equity Quiz
Interrogating Advertising
Advertising defined
 Advertising is any paid form of non-
personal presentation and promotion of
ideas, goods, or services by an identified
sponsor
AMA
Role of Advertising in
Marketing
 Advertising is a key element in the
promotional mix of marketing to create
value for the brand and the consumer
 As it becomes more and more difficult to
differentiate products by functionality and
by price, branding and imagery become a
crucial aspect of differentiation
Role of Advertising in
Marketing
 Advertising plays an important role in
creating the image of a brand. Through
advertising, the brand generates its structure
as well as content resulting in
relationships/bonds and loyalty
 Advertising is useful in building both
emotional and rational brands
Functions of Advertising
 Inform - create awareness and knowledge
 Persuade
 Build brand-consumer relationship
 Increase customer base (CDM, Chota Coke)
 Increase usage (Milkmaid, Dettol)
 Increase frequency of purchase
 Increase category demand -
Egg/Milk/Gold/Diamonds

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