Marketing Communication & Advertising.pdf

Study Material

1. Marketing Communication
& Advertising
BBA FIFTH SEMESTER

2. Nature of Marketing
communication process.
•The nature of communication isthe exchange of information
between two people. It is required that there be both a
sender and a receiver for communication to take place.
Communication is reciprocal. So at any time the sender is
sending a message the receiver is also sending messages.
•The communication process encompasses a sequence of acts
necessary for effective communication. These acts ensure
the successful transmission of meaning between at least 2
participants, helping them to understand each other without
issues.
•However, while the communication process is a
comprehensive and reliable tool that can help achieve
successful communication between two or more people, it
sometimes isn’t as straightforward as it first appears.
•In reality,effective communicationrequires careful attention
to the interconnected factors that make up the process.
When properly followed, the communication process can
ensure the intended message is conveyed and understood
without misinterpretation or confusion.

3. Elements of the communication process.
The elements of the
communication process are:
•Source
•Message
•Channel
•Receiver
•Feedback

9. Case Study
•IfyouwanttodesignaMarketingcampaignforyourrestaurantwhich
isbasedoutofMGMarg,Gangtokwhicharethetop3channelsyou
wouldchoose?Why?
•YouareaMarketingManagerofaleadingFMCGBrandinIndia.You
wanttolaunchanewproduct.Whicharethetop3channelsyou
wouldchoose?Why?
•YouareaStartupFounderofasoftwarecompanyinB2Bbusiness.
Youwanttolaunchanewproductbutstillnotsureifyourproduct
willbeacceptedbyotherbusinesses.Whicharethetop3channels
youwouldchoose?Why?

11. Source : Medium.com
As per 2023 List

12. Trade Show of Tech Companies

15. Read PDF

23. Some controversial ads of 2020

25. What is customer feedback?
•Customer feedback is the lifeblood of business innovation and customer
satisfaction. It is the direct line from your customers to your strategy
meetings. Customer feedback reveals what they honestly think about your
products, services, and overall experience. This feedback is way beyond just
gathering opinions. Customer feedback is a compass that guides
businesses toward fulfillingcustomer expectations. Whether it pours in
through reviews, social media, surveys, or direct conversations, each piece
of feedback is a valuable nugget of insight waiting to be mined.
•Customer feedback is a collection of voices telling you what’s working,
what’s failing, and how your business can improve. It is the praise that
encourages your team to keep up the excellent work and the criticism that
prompts a course correction. But it is not just about listening—it is about
understanding. The challenge often lies in interpreting this feedback,
especially when it is unstructured or indirect. Businesses must employ a
mix of analytical tools and empathetic listening to decode the messages
behind the words.
•Understanding and acting on customer feedback is non-negotiable in
today’s competitive landscape. It is what enables businesses to align their
offerings with customer needs, tailor experiences that delight, and,
ultimately, forge stronger connections with their audience. For businesses,
integrating this feedback into operational and strategic decisions means
they are not just aiming in the dark. Instead, they are making informed
moves that resonate with their audience. This commitment to listening and
evolving based on customer feedback is what sets thriving businesses apart
from those that merely survive.

26. iPhone over the years

27. Why is collecting customer feedback important? And how is it used?
Understanding customer feedback is just like finding a guiding star in the competitive business landscape. It is much more
than collecting comments or ratings. Customer feedback is about diving deep into your audience’s desires and experiences.
This insight forms the bedrock for businesses to fine-tune their strategies, ensuring they resonate deeply with their customers.
Why gathering customer feedback is non-negotiable
•Reveals real customer needs:Feedback provides a clear window into your customers’ expectations. It uncovers specific
insights beyond what sales data or trends can reveal.
•Identifies improvement areas:Feedback highlights where your product, service, or customer journey might falter. It
offers direct pointers on where to focus enhancements.
•Enables personalization:Tailoring experiences based on customer feedback delights your audience and also fosters
loyalty, setting your brand apart.
•Boosts satisfaction and loyalty:Acting on feedback can transform dissatisfied voices into loyal advocates. It elevates
your brand’s reputation significantly.
•Inspires innovation:Insights from customers can spark new ideas for features, products, or services. Feedback ensures
your offerings remain fresh and sought-after.
•Secures customer retention:Continuously adapting based on feedback helps retain customers. It makes them feel
heard and valued over time.
•Guides strategic direction:Feedback influences broader business strategies. That aligns your company’s growth with
customer expectations.

28. Turning feedback into action
The journey doesn’t stop at collecting feedback. Here’s how businesses harness it:
•Refine products and services:Direct insights allow for precise tweaks and enhancements.
That makes your offerings irresistible to your audience.
•Personalize marketing:Use feedback to craft marketing messages that speak directly to
customer desires. It increases engagement and conversion rates.
•Enhance customer support:Identify common issues and train your team to address them
efficiently. That elevates the overall service quality.
•Innovate strategically:Let customer insights lead your innovation efforts. It will ensure new
products or features meet actual needs.
•Cultivate loyalty:Implement changes based on feedback to show customers you value their
input. It deepens their connection to your brand.
Customer feedback is the linchpin of customer-centric growth. Besides listening, it is about
understanding and acting. Every piece of feedback (embraced and utilized) propels your business
closer to unmatched customer satisfaction and enduring success. Whether through surveys, social
media interactions, or direct dialogue, prioritizing feedback collection and integration is how
businesses stay aligned with their most valuable asset—their customers.

29. Source : Yellow.ai

30. 1. Customer feedback surveys
•Surveys are the Swiss Army knife of feedback tools—versatile, direct, and consequential. By asking specific
questions, businesses can gather quantifiable data that highlights areas of success and those needing
improvement. The beauty of surveys lies in their flexibility; they can range from a single question to detailed
questionnaires. For example, a well-crafted survey could reveal why a product resonates with your audience or
pinpoint friction points in your service.
•Utilizing surveys effectively allows businesses to make data-driven decisions. This direct line to the customer’s
thoughts provides a clear roadmap for enhancements, ensuring efforts are precisely targeted to increase
satisfaction and loyalty.
2. Customer interviews
•Interviews offer a deep dive into thecustomer experience, providing a platform for detailed feedback. This face-
to-face interaction is unparalleled for understanding the nuances of customer sentiment. Through thoughtful
questioning, businesses can uncover not just what their customers think but why they think it.
•The qualitative data garnered from interviews can illuminate your customers’ emotional journey. These insights
are gold dust for creating empathetic marketing strategies and refining your product to meet customer desires
better.

31. 3. Customer focus groups
•Focus groups bring together a diverse mix of customers to discuss their experiences and perceptions. This
setting fosters dynamic discussions, offering a spectrum of viewpoints. Observing how customers interact
with each other can also reveal unanticipated insights, making it a fertile ground for innovation.
•The collaborative nature of focus groups can lead to breakthrough ideas for product development or service
enhancements. They are a litmus test for gauging customer reaction to proposed changes or new offerings.
4. Customer online reviews and ratings
•Online reviews and ratings are digital word-of-mouth, influencing potential customers at a critical decision-
making point. They offer candid feedback on what’s working and what’s not from the customer’s perspective.
•Positive reviews can bolster your brand’s reputation and drive sales, while negative feedback provides a clear
indication of where improvements are necessary. Responding to reviews, both positive and negative,
demonstrates a commitment to customer satisfaction.

33. 5. Customer satisfaction (CSAT) scores
•CSAT scores provide a snapshot of how satisfied customers are with your product or service at a specific
interaction point. This metric is straightforward to collect and offers immediate feedback on the customer’s
experience.
•Tracking CSAT scores over time can help identify trends incustomer satisfaction, guiding strategic decisions
toenhance the overall customer experience.
6. Net promoter score (NPS) surveys
•NPS surveys measure customer loyalty by asking how likely they are to recommend your company to others.
This single question can reveal your brand’s advocates and detractors, providing a precise measure of
customer loyalty.
•NPS helps prioritize efforts to turn passive customers into promoters and address the concerns of
detractors. It directly impacts your company’s growth through customer advocacy.

35. 7. Support tickets
Support tickets offer direct feedback on issues customers are facing. Analyzing these tickets can help identify
common problems. It can guide product improvements and lead to better customer support strategies.
Efficiently resolving support tickets can turn a potentially negative experience into a positive one, improving
customer retention and satisfaction.
8. Social listening
Social listening involves monitoring social media for mentions of your brand, competitors, and industry. It is a
real-time pulse on customer sentiment that provides unfiltered feedback on your company’s public perception.
Insights gained from social listening can inform content marketing strategies, competitive positioning,
andproactive customer service, enhancing brand reputation.
9. Community forum
A community forum is a space for customers to engage with each other and your brand. It’s a rich source of
feedback on user experiences, suggestions for improvements, and new features.
Leveraging community forums fosters a sense of belonging among your customers. It turns your most engaged
users into brand advocates while providing a wealth of ideas for driving your business forward.

37. Obstacle for
Marketing
Communication
•Understanding of the target audience:The sender may
not understand the target audience, or the message may
be encoded using language or symbols that don't convey
the intended meaning.
•Feedback:The sender may not adequately define what
feedback is required, or may not evaluate the
effectiveness of the communication.
•Media choice:The sender may choose the wrong
medium or media due to resource constraints or a lack
of knowledge about the consumers' media habits.
•Consistency:The sender may need to consider the
consistency of the messages.
•Noise and clutter:These can hinder marketing
communication.
•Information design:Weak information design, creative
ideas, or strategies can be obstacles.

38. Case study
Imagine you have a friend who is
running a restaurant business.
He is struggling in his business as
very few customers are coming
to the restaurant. He comes and
asks you to design a Marketing
Communication campaign as you
are an expert in the field of
marketing. What would you
suggest & why?

39. Source : Visual Paradigm

40. What is a Marketing Funnel?
•Asalesfunnelisabuyingprocessthatcompaniesleadcustomersthroughastheyare
purchasingservicesorproducts.Themodelusesafunnelasananalogybecausealarge
numberofpotentialcustomersmaybeginatthetop-endofthesalesprocess,butonlya
fractionofthesepeopleendupmakingapurchase.
•Asalesfunnelisdividedintoseveralsteps,whichdifferdependingontheparticularmodel.As
aprospectpassesthrougheachstageofthefunnel,itsignifiesadeepercommitmenttothe
purchasegoal.Mostbusinesses,whetheronlineorconventional,usethismodeltoguidetheir
marketingeffortsineachstageofthemarketingfunnel.
•Atypicalmarketingfunnelhas4basicSalesFunnelstagesinheritedfromtheAIDAmodel:
•Awareness–Theconsumerbecomesawareofacategory,productorbrand(usuallythroughadvertising)
•Interest–Theconsumerbecomesinterestedinlearningaboutbrandbenefits&howthebrandfitswiththelifestyle
•Decision–Theconsumerdevelopsafavorabledispositiontowardsthebrand
•Action–Theconsumerformsapurchaseintention,shopsaround,engagesintrialormakesapurchase
AIDAisallbasedontheassumptionthatconsumerswillmovethroughexperiencespecifica
seriesof(AIDA)stageswhentheymaketheirpurchasedecision.

41. Source : Visual Paradigm

43. APPENDIX