Under supervision: prepare by:

Prof .Dr. Sahar Hassan mona alaa alden mostafa

Master 2023-2024
Marketing course
second semester
Faculty of nursing
Cairo University
Outline:
• Introduction.
• Definition of marketing communication.
• Important of marketing communication.
• Theories of marketing communication.
• Marketing communication process.
• Marketing communication channel.
• Marketing promotion tool.
• Marketing communication plan.
Objectives:
after this lecture audience able to:
• 1.define what is meaning of marketing communication.
• 2.know important of marketing communication.
• 3. Differentiation between marketing communication theories.
• 4. know what is marketing communication process.
• 5.know what is marketing communication channels.
• 6. Discussion about meaning of marketing promotion.
• 7. How to develop a successful marketing communication plan.
 Introduction:
• Today’s developments have affected everything from the lives of individuals to
developments in the business world. As a result of this progress, organizations not only
changed physical elements, but also had to change their marketing strategies and activities .
Health institutions have also taken their share from this change and transformation.

• The increasing competitiveness of the health sector increases the importance of marketing.
Health care organizations have to use marketing communication to gain competitive
advantage, increase sales revenue, promote the services offered, and influence customers.
Marketing communication is a very popular topic nowadays. No area of marketing is
changing as fast and radically as marketing communication. Because with the emergence of
concepts such as online, mobile, and social media marketing, customer engagement is
Definition:
• Marketing communication (promotion) can be defined as the process of
information transmission between the seller and the potential buyer or other
people . In other words, marketing communication can be defined as the means
used by the company to communicate with customers and other stakeholders.
• Marketing communications refers to the use of different marketing channels and
tools in combination. Marketing communication channels focus on how
businesses communicate a message to its desired market, or the market in general.
It is also in charge of the internal communications of the organization.
 Importance:
1. Competitive edge in the market.
2. Build brand trust.
3. Build brand trust.
4. Reach the right audience.
• 5. Facilitates innovation when marketing.
• 6. Enhancing transparency.
• 7. Overcoming marketing obstacles.
• 8. Establishing professionalism while marketing.
The Theory Of Hierarchy Of Effects (By
Robert J Lavidge And Gary A Steiner):-

• The theory of hierarchy effects includes six different stages

which are awareness, knowledge, liking, preference,
conviction and purchase. According to the hierarchy of
effects theory, the advertisers are told to bring out their
advertisement in such a way that their advertisement follows
the six stages that it states.
A.I.D.A Model In Marketing
Communication:-
• A.I.D.A stands for attention, interest, desire and action. Just like the effects of
hierarchy model, the A.I.D.A model has 4 main stages: –
SWOT Analysis:

• The SWOT acronym stands for Strength, Weaknesses, Opportunities, Threats.

These refer to what you have to look at when conducting a comprehensive
analysis of your social media campaigns across multiple channels. Your strengths
and weaknesses are internal, while opportunities and threats are always external.
It’s a research method used all the time in business development.

• You need to conduct that analysis before and after the campaign. You want to
make predictions about how your campaign will go and check if the conditions
are still the same after. That will help you determine if a similar social media
campaign will actually work for the same period.
Consumer Decision-Making Process:

• Marketers use this theory to understand the motives behind a buyer’s

purchasing decision. The decision-making process involves five stages
similar to those in a customer marketing funnel: awareness, interest,
consideration, purchase, and loyalty.

• Your social media content should depend on the consumers you’re

targeting and the stage in the marketing funnel they are found. For
instance, your content when you’re trying to get your audience to switch to
your product should differ from your content when you want to get them to
make a purchase
 Porter’s Five Forces:
• The model examines the many factors that can affect a brand and its social marketing
strategy. It is similar to the SWOT analysis method but considers only external issues or
threats.

• When implementing Porter’s five forces for your social media campaign, consider these
five threats and act on them:
1. Existing competition in the market
2. Influx of new entrants/products that might act as alternatives to the services you offer.
3. Desires and motivation of your customers to go for those alternatives
4. Bargaining power of your suppliers. For example, if you run an aromatherapy store,
you’ll need an external supply of jars, spices, and oil. If your product’s packaging is
pegged on just one jar packaging company, what happens to your business if they run
out of jars?
5. Your customers; who determine if your product is too expensive or worth the costs.
Marketing Communication:

• Marketing communication process consists of integrated

activities in which the targeted audience is identified. Although
a well coordinated promotional program is prepared to generate
the desired response from the audience. Most problems of
preferences, image and immediate awareness in the target
customers are focused by the marketing communication.
However there are certain limitations associated with the
concept of communication. These limitations include high cost
and short term duration that cannot generate the desired results
from the targeted customers.
 Cont.
-Element of Marketing Communication Process For Effective Communication, the
marketer should know how communication works? Following are the nine elements
that are involved in the marketing communication process:
• Sender
• Encoding
• Message
• Media
• Decoding
• Receiver
• Response
• Feedback
• Noise
 Marketing Communication Process Steps
• There are certain steps that should be involved in the effective
marketing communication process. The marketing and promotional
activities should focus on these steps in order to attract a huge portion
of long run customers. Following are the steps that make the
communication process effective.

• Identification of the target audience

• Determination of the communication objectives
• Designing of message
• Message content
• Message structure and format
• Choosing media
What is a marketing communication
channel?
• A marketing communication channel, also known as a media
channel, is a medium a business uses to communicate a
promotional message. Separate from the content of your
message, it only describes how you connect audiences to
your brand. Marketers may refer to marketing
communication channels that predate the internet as
"traditional" and those that rely on it as "digital."
Why are marketing communication channels important?

• Marketing communication channels are important because

they serve as the foundation for all marketing activities. They
allow businesses to target different audiences with tailored
strategies that maximize their return on investment.
Advertising networks also rely on the concept of distinct
marketing communication channels. They treat each channel
as a separate product, worth a different price. An advertising
network, for example, may charge more for billboard
advertising than street-level signage if billboards are more
effective and in greater demand.
Types of marketing communication channels:

1. Traditional marketing communication channels:

• Traditional marketing channels don't rely on the internet, but they
remain a vital tool for many enterprises. Some businesses primarily
rely on traditional marketing channels because of their target
demographic or because of their business model. Roadside
restaurants, for instance, mostly rely on simple signage to attract
diners. Since digital advertising increasingly reflects what users
already know about and like, some companies may use traditional
marketing communication channels to introduce products to
consumers unfamiliar with their brand. Examples of traditional
marketing communication channels include:
1.Traditional marketing communication channels:

• Physical mail
• Radio ads
• Television ads
• Billboards and signs
• Telemarketing
• Events
• Print ads
Types of marketing communication channels:

2. Digital marketing communication channels:

• Digital marketing communication channels have empowered
companies to reach much wider audiences, often for very reasonable
costs. One of their transformative effects has been enabling
marketers to receive immediate feedback about the performance of
an ad. Companies learn almost instantly which ads earn engagement
and convert sales and can quickly apply insights to ongoing or future
marketing efforts. Examples of digital marketing communication
channels include:
2. Digital marketing communication channels:

• Social media
• Email
• Websites
• Blogs
• Videos
• Online and mobile ads
• Podcasts
Marketing promotion tools:
-What are promotions tools?
• Promotional tools are strategies, methods or resources that compel
consumers to buy a product or service. Many marketing and
advertising professionals use them to raise awareness of a new
product or increase sales of a particular item or service. Professionals
can also use these tools as part of a long-term, comprehensive
marketing strategy. A company may choose one promotional tool
over another based on different factors, such as the tool's availability,
performance and profitability.
• Types of promotional tools:
There are four main strategies that are used to promote goods or services. These include:

• Advertising:
Advertising is any form of paid correspondence used to market a
product or resource. This can include communication tools such as
commercials, newspaper ads, digital ads, billboards, radio
announcements and more. Some companies also advertise their
business by giving free items to customers that include the company's
name, logo or tag line. Popular promotional items include pens, t-shirts,
water bottles, coffee mugs, tote bags and more.
Cont.
• Sales promotion:
A sales promotion is a limited-time offer that is used to increase sales
of a particular item or service. It typically includes incentives for
customers like coupons, discounts, samples or free trials. This strategy
is most often used when a company is introducing a new product or
would like to increase sales of a product they already have.
Cont.
• Public relations:
In public relations, the goal of a company or organization is to build a
quality reputation and solid relationship with its customers and clients.
Public relations professionals can do this in a variety of ways, such as
creating a positive corporate image, sharing newsworthy information
with the public, sponsoring a special event or donating to a charity.
Cont.
• Direct marketing:
Direct marketing involves promoting a product, resource or business
directly to specific individuals. Companies may select these individuals
based on the demographics that they're trying to reach. Many
companies and sales professionals achieve this through telephone
marketing, email marketing, direct mail campaigns and social media
marketing.
Marketing communication plan:
• Successful Communication Strategy: Five Elements
1. Target audience(s).
2. Context.
3. Intended outcomes.
4. Key messages.
5. Appropriate medium.
6. Preferred messenger(s).
Audience:

• A strategic communication is directed at a specific audience or set of

audiences, within which there is typically a primary audience, a
secondary audience and so on. These audiences likely have different
experiences with and expectations of you. They have different levels
of knowledge on the subject at hand along with different priorities
and concerns. Finally, they may have different degrees of trust in you
and your organization.
Context:
• Having clarified the audiences for your communication, define the
context in which this communication will occur. Recognize key events
and relationships (past, present, and future) that are significant to
each of the audiences you will address. This context defines your
audiences’ world, recent experiences and reasonable expectations for
the future.
 Outcomes:
• Every business communication has a set of specific purposes to achieve,
whether it’s information transfer, instruction, persuasion, or transformation
(or some combination of these). One technique for defining outcomes is to
consider “Head, Heart, and Hands”; that is, what do people need to know,
believe, and do as a result of your communication? What is your call to
action?

• Once you’ve defined your purpose, construct messages that will resonate
with your specific audience in the current context. One approach is to create
a message pyramid, with a “headline message,” followed by several
“reasons why,” supported by a series of proof points. This pyramid structure
moves from the highest-level summary statement of your message to the
most specific pieces of evidence that your audience will consider relevant to
their situation, concerns and interests.
Media:
• The messages you communicate usually determine the most effective
media to employ. Your choices range from intimate, personal contact
to impersonal mass email, from team conference calls to all-hands
town meetings. Audiences respond differently to these choices of
media, especially considering the context of the communication and
the outcomes you are trying to achieve. As before, you need to see
the world through your audiences’ eyes, and envision the media
which will communicate your messages most effectively to each
audience segment.
 Messenger(s):
• While you are the primary messenger for most of your business
communications, you still must consider whether you will be the most
effective messenger. The primary consideration in choosing a messenger is
“Ethos,” the credibility of the messenger with the audience. Factors that
affect Ethos include:
• Status and power. Many audiences have confidence in people with “big
titles” (the CEO) or a clear position of influence in the organization.
• Expertise. Other audiences prefer a messenger with demonstrated
knowledge and experience in the subject area.
• Relationship. A strong prior relationship with the audience can enhance a
messenger’s credibility
Measurement:
• For critical communications, you will also need to consider how you
will measure your effectiveness: have you achieved the outcomes
(knowledge, beliefs, action) that you defined as your strategic
purpose? As Winston Churchill once remarked, “However beautiful
the strategy, you should occasionally look at the results.”