COMMUNICATION

PROCESS

MARKETING MANAGEMENT

BY ADNAN ARIF
CONTENTS

INTRODUCTION COMMUNICATION
01 BRIEF INFORMATION
ABOUT
OBJECTIVES
SETTING THE
02
COMMUNICATION COMMUNICATION
PROCESS OBJECTIVES

IMC SUMMARY
03 MANAGING THE
A BRIEF SUMMARY 04
ABOUT THE TOPIC
INTEGRATED MARKETING
COMMUNICATION PROCESS
01
Communication is an effective way of conveying a company’s
message to its customers about its brand, products and
services. The basic marketing communication process involves
the following constituents: Sender, Encoding, Transfer
Mechanism, Feedback, Response and Decoding.

• The SENDER is usually the company/firm that produces the

product.

• ENCODING is communicating the message in

comprehensible terms for the customer.

• TRANSFER MECHANISM is the medium used to “transfer

the message”.

• DECODING is the way a customer interprets the message.

• RESPONSE is the reaction of the customer on the message.

• FEEDBACK is a measure of how successful the advertising

campaign was.
COMMUNICATION OBJECTIVES
Marketing communication is an effective way of conveying a company’s message to its customers about its
brand, products and services. The basic marketing communication process involves the following
constituents: Sender, Encoding, Transfer Mechanism, Feedback, Response and Decoding.

• The SENDER is usually the company/firm that produces the product.

• ENCODING is communicating the message in comprehensible terms for the customer.

• TRANSFER MECHANISM is the medium used to “transfer the message”.

• DECODING is the way a customer interprets the message.

• RESPONSE is the reaction of the customer on the message.

• FEEDBACK is a measure of how successful the advertising campaign was.

Integrated marketing communication process
The American Marketing Association defines integrated marketing communications (IMC) as “a planning
process designed to assure that all brand contacts received by a customer or prospect for a product, service,
or organization are relevant to that person and consistent over time.” When done well, this planning process
evaluates the strategic roles of a variety of communications disciplines and combines them seamlessly to
provide
clarity, consistency, and maximum impact of messages.
The wide range of communication tools, messages, and audiences available to marketers makes it imperative
that companies move toward integrated marketing communications. They must adopt a 360-degree view of
consumers to fully understand all the different ways communications can affect behavior.
To facilitate one-stop shopping for marketers, media companies and ad agencies have acquired promotion
agencies, public relations firms, package-design consultancies, Web site developers, social media experts, and
direct-mail houses. They are redefining themselves as communications companies that help clients improve
their overall communications effectiveness by offering strategic and practical advice on many forms of
communication.
These expanded capabilities make it easier for marketers to assemble various media properties—as well as
related marketing services—in an integrated communication program.the different lines of
businesses for marketing and advertising services giant WPP, for example.
COORDINATING MEDIA
Media coordination can occur across and within media types, but marketers should combine personal and
nonpersonal communications channels through multiple-vehicle, multiple-stage campaigns to achieve
maximum
impact and increase message reach and impact.
Promotions and online solicitations can be more effective when combined with advertising, for example.38
The
awareness and attitudes created by advertising campaigns can increase the success of more direct sales
pitches.
Advertising can convey the positioning of a brand and benefit from online display advertising or search
engine
marketing that sends a stronger call to action.39
Most companies are coordinating their online and offline communications activities. Web addresses in
ads (especially print ads) and on packages allow people to more fully explore a company’s products, find
store
locations, and get more product or service information. Even if consumers don’t order online, marketers can
use Web sites in ways that drive them into stores to buy.
Implementing IMC
Many international clients such as IBM (Ogilvy), Colgate (WPP’s Red Fuse), and GE (BBDO) have opted
to place
a substantial portion of their communications work with one full-service agency. The result is integrated and
more effective marketing communications at a much lower total cost.
Integrated marketing communications can produce stronger message consistency and help build brand
equity
and create greater sales impact.It forces management to think about every way the customer comes in
contact
with the company, how the company communicates its positioning, the relative importance of each vehicle,
and
timing issues. It gives someone the responsibility—where none existed before—to unify the company’s
brand
images and messages as they are sent through thousands of company activities. IMC should improve the
company’s
ability to reach the right customers with the right messages at the right time and in the right place.41
“Marketing
Memo: How Integrated Is Your IMC Program?” provides some guidelines.
SUMMARY
1. Modern marketing calls for more than developing a good
product, pricing it attractively, and making it accessible
to target customers. Companies must also communicate with present and potential stakeholders and with
the general public.
2. The marketing communications mix consists of eight
major modes of communication: advertising, sales
promotion, public relations and publicity, events and
experiences, online and social media marketing,
mobile marketing, direct and database marketing, and
personal selling.
3. The communications process consists of nine elements: sender, receiver, message, media, encoding,
decoding, response, feedback, and noise. To get their
messages through, marketers must take into account
how the target audience usually decodes messages. They must also transmit the message through
efficient media that reach the target audience and
develop feedback channels to monitor response to
the message.
4. Developing effective communications requires eight
steps: (1) identify the target audience, (2) choose the
communications objectives, (3) design the communications, (4) select the communications channels, (5)
set the total communications budget, (6) choose the
communications mix, (7) measure the communications
results, and (8) manage the integrated marketing communications process.
5. In identifying the target audience, the marketer needs
to close any gap that exists between current public
perception and the image sought. Communications
objectives can be to create a need for the category,
brand awareness, brand attitude, or brand purchase intention.
6. Designing the communication requires answering three
questions: what to say (message strategy), how to say
it (creative strategy), and who should say it (message
source). Communications channels can be personal
(advocate, expert, and social channels) or nonpersonal
(media, atmospheres, and events).
7. Although other methods exist, the objective-and-task
method of setting the communications budget, which
calls upon marketers to develop their budgets by defining specific objectives, is typically most desirable.
8. In choosing the marketing communications mix, marketers must examine the distinct advantages
and
costs of each communication tool and the company’s
market rank. They must also consider the type of
product market in which they are selling, how ready
consumers are to make a purchase, and the product’s stage in the company, brand, and product
life
cycle.
9. Measuring the effectiveness of the marketing communications mix requires asking members of
the target
audience whether they recognize or recall the communication, how many times they saw it, what
points they
recall, how they felt about the communication, and what
are their previous and current attitudes toward the company, brand, and product.
10. Managing and coordinating the entire communications process calls for integrated marketing
communications (IMC): marketing communications planning
that recognizes the added value of a comprehensive
plan to evaluate the strategic roles of a variety of communications disciplines and that combines
these disciplines to provide clarity, consistency, and maximum
PRESENTED BY
ADNAN ARIF
BCOM GEN. SEM-4
Roll No: 23CO374