UNIT-3

 Marketing Communication: The Role of Marketing Communication

Developing Effective Communication: Target Audience,
Communication Objectives Design the Communication, Select the
Communication Channels & Total Marketing Communication
Budget. Communication Mix & Managing the IMC Process
 Advertising Management: Meaning, Nature and Scope of
Advertising, Classification of advertising, Process of Advertising,
Fundamentals of Advertising Campaigns, The Creative Brief, and
Advertising Appeal. Advertising Agencies – their role, functions.
Global vs local advertising
What is Marketing Communication
 Marketing Communication refers to the strategies and
methods a business uses to convey messages about its
products, services, or brand to its target audience. It
encompasses various tools and channels, such as
advertising, public relations, sales promotions, direct
marketing, social media, and personal selling, to engage
customers and achieve marketing objectives.
 Marketing communication aims to inform, persuade, and
remind potential and existing customers about a
company’s offerings, fostering brand loyalty and driving
sales.
  Philip Kotler (Father of Modern Marketing):
"Marketing communication is a process by which the
company attempts to inform, persuade, and remind
consumers, directly or indirectly, about the products and
brands they sell. It represents the voice of the company
and its brands and establishes a dialogue to build
relationships with consumers.“
 Belch & Belch:
"Marketing communication refers to the various
promotional tools and strategies used to deliver a
message to the target audience. It involves an integrated
approach to convey consistent and compelling messages
across all communication channels."
Importance of Marketing Communication
 Marketing communication plays a vital role in the success of
businesses and organizations. It connects companies with
their audiences, builds brand value, and drives sales. Here's a
detailed overview of its importance:
 1. Informs and Educates Customers
• Marketing communication helps customers understand the
features, benefits, and value of products or services.
• It ensures that potential buyers are well-informed, reducing
hesitation and increasing confidence in making purchases.
Example: A smartphone company running an ad campaign
explaining new features like battery life or camera quality.
 2. Builds Brand Awareness and Recognition
• Consistent marketing efforts help establish a strong brand
presence in the market.
• Effective communication makes the brand recognizable and
memorable to its target audience.
Example: The McDonald's "Golden Arches" are globally
recognized due to consistent marketing communication.
 3. Creates Emotional Connections
• Marketing communication taps into the emotions, values, and
desires of consumers, fostering loyalty.
• Campaigns that resonate emotionally often create a lasting
impression.
Example: Dove’s “Real Beauty” campaign, which promotes
body positivity.
 4. Influences Consumer Decision-Making
• Persuasive communication can guide consumers through the buying
process, from awareness to purchase.
• By addressing pain points or highlighting benefits, marketing
communication can shift consumer preferences.
Example: A car company showcasing safety features to appeal to
families.

 5. Supports Sales and Revenue Growth

• Promotions, advertisements, and sales campaigns drive consumer
interest and purchases.
• Effective communication ensures customers understand the value
proposition, leading to increased sales.
Example: Black Friday advertisements that promote limited-time
discounts.
 6. Differentiates the Brand from Competitors
• Marketing communication highlights a brand’s unique
selling points (USPs), setting it apart from competitors.
Example: Tesla focuses on sustainability and innovation
to distinguish itself in the automobile industry.
 7. Enhances Customer Relationships
• It fosters long-term relationships by engaging customers
and addressing their needs.
• Regular communication (via email, social media, etc.)
strengthens brand loyalty and trust.
Example: Personalized emails or offers sent to loyal
customers.
 8. Provides Feedback and Insights
• Two-way communication channels, like social media or
surveys, allow businesses to gather valuable feedback.
• This feedback helps refine marketing strategies and
improve products.
Example: A brand using Instagram polls to understand
customer preferences for new product launches.
 What Are the Purposes of Marketing Communications?
• Promoting products or services more effectively,

• Creating and consolidating the brand image,

• Increasing brand recognition and awareness,

• Developing and consolidating customer relations,

• Carrying out customer information,

• Increasing sales and profitability,

• To become more potent in competition,

• To become more potent in competition,

• Reaching new markets,

• Influencing consumer behavior and attitudes,

• Increasing customer loyalty and establishing

long-term relationships.
What is the Marketing Communications
Mix?
A marketing communication mix is ​the
combination of communication tools,
channels, and methods used while creating
marketing communication strategies. The
marketing communications mix helps
determine how various communication
tools will be used to achieve marketing
objectives.
• Advertising: Advertising is a communication tool used to
announce the brand or product to large audiences. Media
channels such as television, radio, newspapers, magazines,
outdoor advertisements, and digital platforms are used and
messages are delivered to the target audience.

• Public Relations: Public relations is the discipline that

manages the communication of the brand or company with
the public. By using tools such as press releases, media
relations, events, sponsorships, and crisis communication,
the brand’s reputation is strengthened and positive news is
spread. Ongoing work is carried out in the name of public
relations and promotion.
• Sales Promotions: Sales promotions are activities aimed at
accelerating purchasing decisions by offering short-term incentives to
consumers. With incentives such as discounts, coupons, free samples,
contests, and gifts, it is aimed to attract consumers, increase sales and
encourage loyalty.

• Direct Marketing: Direct marketing is a communication tool that

provides direct messages to the target audience. By sending
personalized messages via e-mail, letter, telephone, SMS, and catalogs,
direct interaction with customers is ensured, special offers are offered
and feedback is obtained.

• Personal Selling: Personal selling is a communication tool that

aims to sell a product or service by communicating one-to-one through
sales representatives. Customers are given detailed information about
the product, answers to questions are offered and solutions tailored to
the needs of customers are offered.
The Role of Marketing Communication
Developing Effective Communication
 Marketing communication plays a vital role in
bridging the gap between a business and its
customers. It involves using various tools and
strategies to deliver clear, consistent, and
compelling messages. Below are the key
components and strategies to develop effective
marketing communication:
 Key Roles of Marketing Communication:
 1. Creating Awareness:
• Marketing communication informs potential customers about the
existence of a product or service.
• Example: Launch campaigns for a new product through
advertising, PR, and social media.
 2. Building Brand Identity and Image:
• Consistent messaging helps establish a strong brand image and
differentiates it from competitors.
• Example: Apple’s minimalist ads focus on innovation and
design, reinforcing its brand identity.
 3. Educating Customers:
• Provides information about product features, benefits, and usage.
• Example: Product demo videos or detailed infographics.
 4. Persuasion and Influence:
• Encourages customers to prefer one brand over
others through persuasive messaging.
• Example: Influencer marketing or testimonial-
based campaigns.
 5. Building Relationships and Engagement:
• Fosters ongoing customer engagement and
loyalty.
• Example: Interactive content on social media
platforms, loyalty programs.
 Key Components of Developing an Effective Marketing
Communication Strategy:
1.Target Audience:
• Definition: The group of consumers most likely to
respond positively to a company's products or
services.
• Importance: Understanding the audience's needs,
preferences, and behaviors ensures tailored
messaging.
• Example: A luxury brand targeting high-income
professionals versus a budget-friendly brand
targeting price-sensitive consumers.
2.Communication Objectives:
• Definition: Goals that the communication strategy aims to achieve,
such as raising awareness, generating leads, or increasing sales.
• Short-term goals: Increase sales, launch a product, boost brand
awareness.
• Long-term goals: Build brand loyalty, market share expansion,
reposition the brand.
• Example: A new product launch might prioritize awareness and
education, while a mature product might focus on retention.
3.Design the Communication:
• Craft a core message that aligns with the brand’s value proposition.
• Use engaging visuals and copywriting to capture attention.
• Example: Creating an emotional appeal for a non-profit fundraising
campaign versus a technical product demo.
4.Select the Communication Channels:
• Considerations: Choose channels based on where the target
audience is most active, such as social media, TV, print, or email.
• Example:
• Social Media: Ideal for engaging younger audiences.
• Email Marketing: Effective for personalized offers and
updates.
5.Total Marketing Communication Budget:
• Allocation: Distribute budget across channels based on expected
ROI and campaign objectives.
• Example: A startup might allocate more to digital ads, while an
established brand might invest in a multi-channel strategy,
including TV and events.
 Communication Mix & Managing the IMC
(Integrated Marketing Communication) Process

Communication Mix
The communication mix refers to the
combination of tools and channels a company
uses to deliver its marketing message to its
target audience. It is also known as the
promotional mix and includes the following
elements:
Integrated Marketing Communication Mix

 Integrated Marketing Communications (IMC) is a

process under which a company integrates and
coordinates all its communications channels to
deliver a clear and consistent message. The main
aim of IMC is to ensure two things, which are,
firstly the consistency of the message that they
want to deliver and secondly the complementary
use of media. In the IMC process, all the marketing
tools, approaches and resources available within a
company are used in a way that results in maximum
profits and minimum cost.
1. Advertising: This tool of IMC refers to any paid form of
non personal promotions of products and services by a
public figure and identified sponsor. The various forms of
media used are print, broadcast, network, electronic and
display. Advertising form of communication reached
geographically dispersed consumers.
2. Sales Promotions: Sales promotions are a variety of short-
term incentive to encourage trial or purchase of product or
service. This usually includes consumer promotions- such
as distribution of free samples, coupons on purchase of
higher quantity, discounts and premiums or trade
promotions, focusing on retailers, such as display and
merchandising allowances, volume discounts, pay for
performance incentives and incentives on salespersons.
1. Personal Selling: This tool of marketing is done through
face-to-face interaction with consumers. The whole
purpose of personal selling is making presentations,
answering questions and taking orders. Personal selling
helps in maintaining long term relations with the
customer. The main advantage is that the message can be
customized as per the needs of the customer.
2. Public Relations: PR is a two way communication
process which is directed towards improving the
relationship between the organization and the public.
This method of communication monitors the feedback of
the customers and adjusts its message for providing
maximum benefits to them.
Direct Marketing: This method of communication includes
the usage of mail, telephones, fax or internet to communicate
with or respond back to the customers or prospects. Companies
usually have a database of contact details of consumer through
which they directly contact the customers to send catalogues
and other marketing material making it easier for the consumer
to purchase online.
Events and Experiences: These are the activities sponsored by
the company and the programs designed to create brand related
interactions with customers. Companies provide customers to
get an experience of using the product which eventually ends
up leading to a higher brand recall than their competitors.
These events and experiences leave the customers heart filled
with an emotional touch and memory that they carry along.
Social Media Marketing: This tool of marketing is currently
the most common way to attract most audience in the digital
era. This basically refers to the process of promoting business
or websites through social media platforms. These platforms
help companies to get major attention of customers and
interact with them.
Mobile Marketing: This form of marketing involves
communicating with the customer directly via their mobile
devices, by sending simple marketing messages. This method
is cheaper than the traditional forms of promotions and is a
really streamlined version of online marketing.
Advertisements that we see on mobile applications are a
common example of mobile marketing.
Integrated Marketing Communication
(IMC) Process:
The Integrated Marketing Communication
(IMC) process is a strategic approach that
ensures all forms of communication and
messages are carefully linked together to
create a unified brand message. Here is a
breakdown of the IMC process:
 1. Identify the Target Audience:
• Definition: Identify and segment the audience based
on demographics, psychographics, and behavior.
• Example: A luxury car brand might target high-
income professionals aged 35-55.
 2. Set Communication Objectives:
• Definition: Define what the marketing communication
should achieve (e.g., awareness, interest, desire,
action).
• Example: For a new product launch, the objective
might be to increase brand awareness by 50% in six
months.
 3. Design the Message:
• Definition: Create a message that resonates with the target audience
and aligns with the brand’s value proposition.
• Components:
• Message Content: What to say (benefits, features, emotional
appeal).
• Message Structure: How to say it (logical flow, narrative style).
• Message Format: Visuals, text, audio.
 4. Choose Communication Channels:
• Definition: Select appropriate channels to reach the audience
effectively. Channels can be categorized as:
• Personal: Sales representatives, word-of-mouth.
• Non-Personal: Advertising, social media, public relations.
• Example: A fitness brand might use Instagram influencers and
YouTube ads to reach younger audiences.
 5. Set the Budget:
• Methods:
• Affordable Method: Based on what the company can afford.
• Percentage-of-Sales Method: Based on a percentage of current or
projected sales.
• Competitive Parity Method: Based on competitors’ spending.
• Objective-and-Task Method: Budget set based on achieving specific
objectives.
 6. Decide on the Promotional Mix:
• Definition: Decide the blend of promotional tools, which include:
• Advertising: TV, print, digital ads.
• Sales Promotion: Discounts, coupons.
• Public Relations: Press releases, media events.
• Personal Selling: Direct sales interactions.
• Direct Marketing: Email marketing, SMS campaigns.
 7. Implement the IMC Plan:
• Execution: Roll out the plan across chosen channels.
• Coordination: Ensure all messages and activities are
consistent across platforms.
 8. Measure and Evaluate Results:
• Metrics: Track key performance indicators (KPIs)
like brand awareness, engagement, sales conversions.
• Example: A company may track social media
engagement, website traffic, and sales lift post-
campaign.
 Advertising Management: Meaning,
Nature and Scope of Advertising
Meaning of Advertising Management:
Advertising management refers to the
process of creating and implementing
advertising strategies to communicate a
company’s message effectively to its target
audience. It includes decision-making on
media selection, budget allocation, message
design, and campaign evaluation.
 Nature of Advertising Management:
1.Paid Communication:
1. Advertising involves paid messages disseminated through
various media channels. Advertisers pay for ad space or airtime
to reach their target audience.
2.Non-Personal Communication:
2. Unlike personal selling, advertising is a one-way communication
process where the message is directed towards a mass audience.
There is no direct interaction with individual consumers.
3.Mass Communication:
3. Advertising aims to reach a large and diverse audience,
potentially spanning regions, demographics, and even global
markets.
4.Promotional Tool:
1. Advertising is one of the primary promotional tools in the
marketing mix. It works alongside other elements like personal
selling, public relations, and sales promotions to achieve
marketing objectives.
5.Persuasive in Nature:
2. The main goal of advertising is to persuade and influence
consumer behavior. It seeks to create desire and stimulate
action, such as purchasing a product or service.
6.Controlled Message:
3. Advertisers have control over the content, format, and timing
of their messages. They can carefully craft their messaging to
align with their brand image and marketing objectives.
7.Long-term Brand Building:
4. Effective advertising contributes to brand building and equity
over time. It helps establish and reinforce brand identity,
recognition, and associations.
Scope of Advertising Management:
1.Market Research and Analysis:
Conducting market research to understand target audiences,
consumer behavior, and market trends. This informs the
development of effective advertising strategies.
2.Setting Advertising Objectives:
Defining specific and measurable goals for the advertising
campaign, such as increasing brand awareness, driving sales, or
changing consumer perceptions.
3.Budgeting and Allocation:
Determining the financial resources allocated to advertising
activities. This includes media buying, creative production, and
promotional expenses
.
4.Message Development:
Crafting compelling and relevant messages that resonate with
the target audience. Ensuring consistency in messaging
across various channels.
5.Media Planning and Buying:
Identifying the most effective media channels (TV, radio,
print, digital, social media, etc.) to reach the target audience.
Negotiating and purchasing ad space or airtime.
6.Creative Execution:
Creating visually appealing and impactful advertising
materials, including copywriting, design, and multimedia
elements.
7.Campaign Execution and Monitoring:
Implementing the advertising campaign as planned and
tracking its performance. Monitoring metrics such as
reach, engagement, conversion rates, and ROI.
8.Integration with Marketing Mix:
Ensuring that advertising efforts align with other elements
of the marketing mix, such as pricing, product, and
distribution strategies.
9.Legal and Ethical Considerations:
Adhering to advertising regulations and ethical standards
to maintain the credibility and reputation of the brand.
10.Evaluation and Optimization:
Assessing the effectiveness of the advertising
campaign against predefined objectives. Making
adjustments and improvements based on
feedback and performance data.
11.Market Feedback and Consumer Insights:
Gathering feedback from consumers to gain
insights into their preferences, perceptions, and
behaviors. Using this information to refine
future advertising strategies.
Classification of advertising
 1. Based on Purpose:
• a. Informative Advertising:
• Objective: To introduce a new product, service, or concept.
• Example: Tesla advertising the launch of a new electric
vehicle to educate consumers about its features.
• b. Persuasive Advertising:
• Objective: To influence customers to purchase a specific
brand over competitors.
• Example: Coca-Cola’s campaigns emphasizing happiness
and refreshment to drive brand preference.
• c. Reminder Advertising:
• Objective: To keep a brand top-of-mind for
consumers.
• Example: Nike’s “Just Do It” ads, reminding people
of their commitment to sports and fitness.
• d. Comparative Advertising:
• Objective: To compare one brand’s product to that of
a competitor.
• Example: Pepsi’s campaigns comparing its taste to
Coca-Cola.
 2. Based on Target Audience:
• a. Consumer Advertising:
• Objective: To target individual consumers.
• Example: Amazon promoting its Prime Day
sales to shoppers.
• b. Business-to-Business (B2B) Advertising:
• Objective: To target businesses and
professionals.
• Example: IBM advertising its cloud solutions
to enterprises.
• c. Industrial Advertising:
• Objective: To promote products used in
manufacturing or production.
• Example: A company like Caterpillar advertising
heavy machinery to construction firms.
• d. Trade Advertising:
• Objective: To encourage wholesalers and retailers to
stock and promote a product.
• Example: Procter & Gamble advertising its products
to retailers.
 3. Based on Media Used:
• a. Print Advertising:
• Example: Ads in newspapers and magazines like The New York
Times or Vogue.
• b. Broadcast Advertising:
• Example: Television commercials during the Super Bowl.
• c. Digital Advertising:
• Example: Google Ads or social media ads on platforms like
Facebook and Instagram.
• d. Outdoor Advertising:
• Example: Billboards for McDonald’s along highways.
• e. Direct Mail Advertising:
• Example: Personalized promotional emails from online retailers.
 4. Based on Geographic Reach:
• a. Local Advertising:
• Example: A neighborhood restaurant
promoting a weekend offer in local newspapers.
• b. National Advertising:
• Example: Apple promoting the iPhone across
the U.S.
• c. International Advertising:
• Example: Coca-Cola running global campaigns
in multiple countries.
 5. Based on Product Life Cycle:
• a. Introduction Stage Advertising:
• Example: Launch campaigns for new Samsung Galaxy
phones.
• b. Growth Stage Advertising:
• Example: Netflix promoting its streaming service as it
gains subscribers.
• c. Maturity Stage Advertising:
• Example: Ads for established brands like Colgate
toothpaste.
• d. Decline Stage Advertising:
• Example: Clearance sales for discontinued car models.
 Process of Advertising:

1.Market Research:
Understand the target audience, their preferences, behaviors, and the
competitive landscape.
2.Setting Advertising Objectives:
Define specific, measurable objectives such as brand awareness, lead
generation, or sales targets.
3.Budget Allocation:
Determine the financial resources available for the advertising campaign.
4.Message Development:
Craft a compelling and relevant message that resonates with the target audience.
5.Media Planning and Buying:
Select the appropriate media channels (TV, radio, print, digital, etc.) and
negotiate ad placements.
6.Campaign Execution:
Launch the advertising campaign across chosen channels.
7.Monitoring and Evaluation:
Track the performance of the campaign using metrics
such as reach, engagement, conversion rates, and ROI.
8.Feedback and Optimization:
Gather feedback from consumers and stakeholders to
refine future advertising strategies.
9.Legal and Ethical Considerations:
Ensure compliance with advertising regulations and
ethical standards.
Fundamentals of Advertising Campaign:
1.Clear Objectives:
Define specific, measurable goals for the campaign, such as increasing
brand awareness or driving sales.
2.Target Audience:
Identify and understand the audience that the campaign aims to reach and
influence.
3.Unique Selling Proposition (USP):
Highlight the unique features or benefits of the product or service that
differentiate it from competitors.
4.Creative Strategy:
Develop a compelling and creative concept that effectively communicates
the message to the target audience.
5.Media Selection:
Choose the appropriate mix of media channels based on the target
audience’s preferences and behaviors.
6.Message Consistency:
Ensure that the messaging and branding are consistent across all
channels and touchpoints.
7.Budget Allocation and Control:
Allocate resources effectively and monitor expenses to ensure the
campaign stays within budget.
8.Timeline and Schedule:
Create a timeline that outlines the key milestones and deadlines for
the campaign.
9.Monitoring and Measurement:
Track the performance of the campaign and evaluate its impact
against predefined objectives.
10.Adaptability and Optimization:
Be prepared to make adjustments to the campaign based on
feedback and performance.
 The Creative Brief, and Advertising Appeal
 The Creative Brief:
 The creative brief is a crucial document in advertising that outlines
the key information and guidelines for the development of an
advertising campaign. It serves as a roadmap for all parties involved,
including the client, creative team, and other stakeholders. A
comprehensive creative brief typically includes:
Client Background:
Information about the client’s business, industry, products, and
services.
Objectives:
Clearly defined goals and outcomes the advertising campaign aims
to achieve (e.g., increase sales, brand awareness, etc.).
Target Audience:
Detailed description of the intended audience, including
demographics, psychographics, and any relevant insights.
Key Message:
The central message or idea that the advertising campaign is
intended to communicate.
Unique Selling Proposition (USP):
The distinctive feature or benefit of the product or service that
sets it apart from competitors.
Competitor Analysis:
Insights about the client’s competitors, their advertising strategies,
and how the client’s offering is positioned in comparison.
Media Channels:
Information about the chosen media channels for the campaign
(e.g., TV, radio, digital, print) and rationale behind the selection.
Creative Direction:
Guidelines on the tone, style, and visual elements that
should be used in the creative execution.
Budget and Timeline:
Details about the allocated budget for the campaign and
the timeline for its development and execution.
Legal and Ethical Considerations:
Any legal or regulatory constraints that need to be
adhered to in the advertising content.
Advertising Appeal:
 Advertising appeal refers to the specific emotional, rational, or
psychological triggers used in advertising to capture the attention and
interest of the target audience. There are several common types of
appeals:
Emotional Appeal:
Connects with the audience’s emotions, such as happiness, fear,
nostalgia, or love. It aims to create a strong emotional connection to the
brand or product.
Rational Appeal:
Focuses on the logical and practical benefits of the product or service. It
provides facts, features, and benefits to persuade consumers.
Fear Appeal:
Evokes fear or anxiety to highlight a problem that
the product or service can solve. It emphasizes
the potential negative consequences of not using
the product.
Humor Appeal:
Uses humor to engage the audience and make the
message more memorable. It can create a positive
association with the brand.
 Advertising Agencies:
 Advertising agencies are specialized firms that provide a range of
services related to advertising and marketing communications.
Their services may include:
Market Research:
Conducting research to understand consumer behavior, market
trends, and competition.
Creative Services:
Developing creative content, including copywriting, graphic
design, and multimedia elements.
Media Planning and Buying:
Identifying the most effective media channels and negotiating ad
placements.
Account Management:
Serving as a liaison between the agency and the client,
managing client relationships, and ensuring that client needs
are met.
Public Relations (PR):
Managing the client’s public image, handling media relations,
and executing PR campaigns.
Digital Marketing:
Executing online advertising campaigns, including social
media, email marketing, SEO, and PPC.
Event Management:
Organizing and coordinating events, trade shows, and
promotional activities.
 Global vs. Local Advertising:
1. Global Advertising:
1. Scope: Targets a worldwide or multinational audience.
2. Consistency: Aims for a consistent message and brand
image across all markets.
3. Standardization: Often involves standardized campaigns
that can be adapted for different cultures and regions.
4. Centralized Control: Managed by a centralized marketing
team or agency with input from local markets.
2.Local Advertising:
1. Scope: Focuses on a specific geographic region or
market.
2. Customization: Allows for greater customization to suit
local preferences, languages, and cultural nuances.
3. Flexibility: Can respond quickly to local market
conditions and trends.
4. Local Control: Managed by local marketing teams or
agencies with input from headquarters
 Both global and local advertising have their
advantages and considerations. The choice between
the two depends on the nature of the product or
service, target audience, brand strategy, and market
conditions. In some cases, a combination of global
and local strategies (known as “global” advertising)
may be employed to strike the right balance.
Thank you