1. Marketing Communication
Dr. Bandara Wanninayake
PhD (TBU – Czech), MBA (Colombo), Bsc. Mktg (Sp) – USJ, Dip. In mktg (UK), Dip. In. Acco.
Senior Lecturer
Dept. of Marketing Management
University of Kelaniya

2. What is Mktg Communication
The process by which the marketer develops and present an appropriate set of communications stimuli to a defined target audience with the intension of eliciting a desired set of response.

3. Tools of Promotional Mix
Advertising
Sales Promotion
Public relations
Direct marketing
Personal selling
Events and Experience

4. Advertising
Any paid form of nonpersonal presentation and promotion of ideas, goods or services by an identified sponsor.

5. Advertising Forms of advertising Press, TV, Radio Packaging Brochures
Posters and Leaflets
Directories
Bill boards
POS display
Symbols and logos
Web Ads etc

6. Sales Promotion
The variety of short-term incentives to encourage trial or purchase of product or service
Main SP forms are,
Contests, games
Lotteries
Preimiums and gifts
Sampling
Faire and trade shows
Exhibition
Demonstration
Coupon and rebates
Low- interest financing etc.

7. Public relations
A variety of programmes designed to promotes or protect a company’s image or its individual products.
Methods of PR
Press kits
Speeches
Seminars
Annual reports
Charitable donations
Publication
Community relations
Lobbying
Identity media
Company magazine

8. Direct marketing
Use of mail, telephone, fax, or internet to communicate directly with or solicit response or dialogue from specific customer or prospects
Main methods are,
Catalogs
Mailings
Telemarketing
Electronic shopping
Fax
E mail
Door to door marketing

9. Personal selling
Face to face interaction with one or more prospective purchasers for the purpose of marketing presentations, answering questions, and procuring orders.
PS includes,
Sales presentation
Sales meetings
Incentive programmes
Samples
Faire and trade shows etc

10. Events and Experience
Company sponsored activities and programmes designed to promote or protect a company’s image or its individual products
Main methods,
Sports
Entertainment
Festivals
Arts
Factory tours
Company museums
Street activities

11. Steps in Marketing Communications Program Development
Identifying the target audience
Includes assessing the audience’s perceptions of the company, product, and competitors’ company/product image
Developing communication objectives

12. Design the message Message content
decisions involve the selection of appeal, theme, USP
Types of appeals
Rational appeals
Emotional appeals
Moral appeals

13. Design the message Structure Format
Order of argument presentation
Format
Message format decisions vary with the type of media, but may include:
Graphics, visuals
Headline, copy or script
Sound effects, voice qualities
Shape, scent, texture of package

14. Design the message Source
Message source characteristics can influence attention and recall
Factors underlying perceptions of source credibility:
Expertise
Trustworthiness
Likability

15. Selecting Communication Channels
Personal communication channels
Nonpersonal communication channels

16. Establishing the Marketing Communications Budget
Affordability method
Percentage-of-sales method
Competitive-parity method
Objective-and-task method

17. Deciding on the Marketing Communications Mix
Selection factors
Type of market
Stage of buyer readiness
Stage of product life cycle
Market rank
Promotional Strategies

18. Promotional Strategies
Push
Pull
Profile

19. Measure results
Recognition, recall, attitudes, behavioral responses

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