1. The role of marketing communications
Faculty of Arts and Letters
Department of Communication and Media Studies
University of Santo Tomas

2. Marketing communication involves the creation and delivery of messages through selected media to communicate with one or more markets.

3. Marketing communications target one or more markets
Marketing communications target one or more markets. To properly pick a target market, consider the problems and issues that customers in that market face and how you can add value by addressing them.
targeting

4. Marketing communication educate a market about the company’s products or services including how they are different from the competition.
education

5. Persuasion is a primary role for marketing communication.
For communication to be effective, objectives must be succinctly stated.
Determine the audience.
persuasion

6. Marketing communication should be targeted to desired audiences if you want the news media to report positively on the company.
News media relations

7. Marketing communication is about the promotion of both the organization and its offerings. It recognizes the increasing role the organization plays in the marketing process and the impact that organizational factors can have on the minds of audiences.

8. Corporate strategy should be supported by the organization’s stakeholders. Strategy must be communicated in such a way that the messages are consistent through time and targeted accurately at appropriate stakeholder audiences.

9. Many organizations recognize the usefulness and importance of good public relations. This is because of the high credibility attached to the messages received and the relatively low operational costs. As a result, the use of corporate advertising has grown.

10. Marketing communication and process of exchange
The exchange process is developed and managed by researching consumer/stakeholder needs, identifying, selecting and targeting particular groups of consumers/stakeholders who share similar discriminatory characteristics, including needs and wants, and developing an offering that satisfies the identified needs at an acceptable price, and is made available through particular sets of distribution channels.
Marketing communication and process of exchange

11. The other task is to make the target audience aware of the existence of the offering. To overcome impediments such as lack of motivation, a promotional program may be developed and used to communicate with the target group.

12. Concept of marketing as an exchange
For an exchange to take place there must be two or more parties, each of whom can offer something of value to the other and who are prepared to enter freely into the exchange process, a transaction.
Concept of marketing as an exchange

13. The role of communication in exchange transactions
sender
message
channel
encode
decode
The role of communication in exchange transactions

14. Communication can assume one of four roles
1. it can inform and make potential customers aware of an organization’s offering.
2. communication may attempt to persuade current and potential customers of the desirability of entering into an exchange relationship.
3. communication can also be used to reinforce experiences.
4. marketing communication can act as differentiator, particularly in markets where there is little to separate competing products and brands.
Communication can assume one of four roles

15. Marketing communication objectives
Marketing communication objectives are long-term goals where marketing campaigns are intended to drive up the value of the brand over time.
It is how one stays in touch with and conveys important information about the company to customers.
Content and design of these pieces of communication must meet the objectives of educating encouraging action or building brand awareness.
Marketing communication objectives

16. It is the most common of all objectives and the primary for a new company.
To become known and memorable is the key.
It should reinforce brand image in the minds of the consumer.
Increase awareness

17. This is necessary as misconceptions develop in the market about a company and its products and services.
Change attitudes

18. Influence purchase intent
An important communication objective is to motivate customer to buy which is done through persuasive advertising.
Influence purchase intent

19. Identifying the target segment
Market segmentation provides businesses with the possibility of customizing a unique set of elements known as the 4Ps for specific target markets. Marketing segmentation refers to the process of defining and breaking down a wide market into clearly identifiable and homogenous groups of consumers with similar characteristics, wants and needs.
Identifying the target segment

20. The first step in targeting markets is to separate customers who make up large markets into smaller groupings based on selected characteristics or variables shared by those in the group.
The purpose of segmentation is to look deeper within the general market in order to locate customers with more specific needs within the product group and who also share similar characteristics.

21. Importance of market segmentation
It helps a business understand the needs of the customer more.
It can develop a product or service with a specific customer base in mind.
The primary target market can be identified and resources are then designed to target this group.
Marketing messages and strategies become more efficient.
The company can make savings by developing products only for a particular group.
Importance of market segmentation

22. Intended behavioural change
There are various environmental stimuli which may influence consumer behaviour but the most significant affection comes from psychological influences associated with marketing communication and personal interpretation of brand and product value.
Intended behavioural change

23. What is consumer behaviour?
It is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires.
What is consumer behaviour?

24. Importance of consumer behaviour
The study of consumer behaviour enables us to become a better consumer.
It helps marketers to understand consumer buying behaviour and make better marketing decisions.
Marketers can predict future of their businesses.
Importance of consumer behaviour