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Chapter 5

This document discusses marketing communications and integrated marketing communications. It covers the marketing communication flow model and interpersonal communication. It also discusses different types of advertisements like one-sided, two-sided, and the importance of order in messaging. Integrated marketing communications is defined as planning, executing, and monitoring brand messages to create consumer relationships. Factors like the source, message, and medium are also examined. Different audiences and characteristics of credible sources are addressed. The benefits of endorsers and types of appeals like comparative, fear, humor, and sex are also summarized.

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Reeya Mehta
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27 views

Chapter 5

This document discusses marketing communications and integrated marketing communications. It covers the marketing communication flow model and interpersonal communication. It also discusses different types of advertisements like one-sided, two-sided, and the importance of order in messaging. Integrated marketing communications is defined as planning, executing, and monitoring brand messages to create consumer relationships. Factors like the source, message, and medium are also examined. Different audiences and characteristics of credible sources are addressed. The benefits of endorsers and types of appeals like comparative, fear, humor, and sex are also summarized.

Uploaded by

Reeya Mehta
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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CHAPTER 5

MARKETING COMMUNICATIONS
Marketing Communication FLOW
Model of communication process
Interpersonal Communication
One sided advertisement:
 •Focuses only on the advantages
 •Targets on a particular group of people
 •Eg - Tata Nano
Two sided advertisement:
 Shows advantages as well as the disadvantages
 •It focuses on long term impact of business
 Eg: Khaitan fans(expensive but better than any other fan)
Importance of order
 Representing in middle is riskier
 The consumer tends to expect the message in end or in the
beginning
 Fair chance of missing the message
Integrated Marketing Communications
 It is a process of planning, executing and monitoring the brand
messages to create consumer relationships
Importance of Integrated Marketing
Communications
 It plays an integral role in communicating brand message to a
larger audience.
 It scores over traditional ways of marketing.
 It ensures that the right customer get right message at right
time.
SOURCE,MESSAGE AND MEDIUM
FACTORS
 MESSAGE

 VITAL COMPONENT IN COMMUNICATION


 VALUE PROPOSITION
 CONTENT OF MESSAGE
Three types of audience
 content driven(climax)
 New to advertisement(anti climax)
 Product specific
 People whose involvement is low require anti climax.
 People who are already into the product will know about the
message anyway so here climax will work.
CHARECTERISTICS OF SOURCE
CREDITIBILITY
 EXPERTISE
 TRUST WORTHINESS
BENEFITS OF ENDORSES
 IMPORTANT CONSIDERATIONS
Comparative Advertising
Fear Appeals
Humour Appeals
Sex Appeals
Thank You!

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