Unit 6 - Marketing Communication & Promotion

Unit 6 - Marketing Communication & Promotion
a. Elements of marketing communication process
b. Marketing communication process steps
c. Objectives
d. Advertisement copy
e. Advertisement copy classification & examples
f. Sales promotion tools
g. Discounts & allowances
h. Distribution channels

1. KAUSHIK JAISWAL
7276888855 [email protected]

2. MARKETING COMMUNICATION
Marketing communications refer to the strategy used
by a company or individual to reach their target
market through various types of communication.
Marketing communication includes advertising, direct
marketing, branding, packaging, sales presentations,
trade show appearances etc.
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3. ELEMENT OF MARKETING COMMUNICATION PROCESS
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Sender Encoding Message
Media Decoding Receiver
Response Feedback Noise
1 2 3
4 5 6
7 8
See : Elements of Communication Process
9

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5. MARKETING COMMUNICATION PROCESS STEPS
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1.
•Identification of the Target audience
2.
•Determination of the communication objectives
3.
•Designing of Message
4.
•Message Content
5.
•Message Structure & Format
6.
•Choosing Media
7.
•Collecting Feedback
See : Communication Process Steps

6. 7 STEPS TO DEVELOP AN EFFECTIVE MARKETING
COMMUNICATIONS STRATEGY
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1. The Better You Know Your Audience, the Better You Can Appeal
to their Interests
2. Uncover Your Unique Selling Proposition
3. Sharpen Your Brand Look and Feel
4. Ensure that All Messaging is Consistent
5. Choose Your Marketing Mix
6. Establish Marcom Success Measurements (Metrics)
7. Manage Leads and Client Data
See : Steps to develop an effective communication strategy

7. MARKETING COMMUNICATION OBJECTIVES
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To Increase Awareness
To Change Attitudes
To Influence Purchase Intent
To stimulate Trial Purchase
To Drive Brand Switching

8. ADVERTISING COPY
An advertising copy is a term used to describe the main text
used in the advertisement. The text could be a dialogue, a
catchy punch line or a company’s dictum.
It is a print, radio or TV advertising message that aims at
developing and retaining an interest of the target customer and
prompting him to purchase the product within a couple of
seconds.
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9. ADVERTISING COPY -EXAMPLE
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10. ESSENTIALS OF A GOOD ADVERTISEMENT COPY
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Attention
Confirming
Apt
Clear
Brief
Assurance of benefits
Credibility
1
2
3
4
5
6
7

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❑Anadcopymustfocusonthecredibilityorthereliabilityofthead.
❑Thecopywritersshouldessentiallyflauntanelementofreliabilityinthead
sothattheconsumersareconvincedtogoaheadwiththeproduct.
❑Thecredibilityofanadvertisementistheextentofhonestyinthead
message.Misleadingandmisinterpretedadsharmthereputationofthe
sellinghouse.
Credibility
❑Thekeywords,punchlinesorphrasesthatseizetheattentionofthe
potentialconsumersorsomecomponentintheadthatattractsthe
targetaudienceisessentialinagoodadvertisingcopy.
Attention
❑Anadvertisementcopymustcontainsomepromiseofthebenefitsthat
theproductoffersiftheconsumerpurchasesandusestheproduct.
Assurance of benefit

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❑Anadcopymustbebriefandclear,i.e.itmustbetothepoint.
❑Itdoesn’tmeanthatthecopymustomittheimportantelements
ofthead.
❑Aclearcopyiseasyandquicktobereadbythereaders.
❑Itisself-explanatory,definite,andprecise.
Brief and clear
❑Thecopymustbeaptandmustmatchtheneedsoftheprospects.
❑AcopywriterhastousethemostsuitableUSP.
❑Everyadcopymustmeettheconformingstandardsandrules
acceptabletotheadvertisingmediaandthelawsoftheland.
❑Acopythatoffendsthemoralitychallengesreligiousbeliefsofthe
peopleisnotwelcomedbyanymedia.
Apt and conforming

13. A WELL DEFINED ADVERTISING COPY MUST
PERFORM THE FOLLOWING FUNCTIONS:
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1.
Attract Attention
2.
Command Interest
3.
Create Desire
4.
Inspire Conviction
5.
Provoke Action

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Advertising Copy
On the basis of
functions
Educational
Competitive
Institutional
On the basis of
purpose
Goodwill
Selling
On the basis of
appeal
Reason why
Human Interest
On the basis of
mode of conveying
of the message
Expository
Suggestive
Direct
Indirect
Descriptive
Argumentative
On the basis of
forms
Medium Feature
Feature
ADVERTISING
COPY
CLASSIFICATION
See : Classification

15. EDUCATIONAL COPY
❑Itaimsateducatingthepublic,regardingtheuseofaproduct.
❑Suchanadvertisementcopydepictsthespecialtiesoftheproduct,in
contrasttotheexistingones.
❑Peoplekeepcertainhabitswhichcannotbeeasilychanged.Demand
canbecreatedwhensuchhabitsarechanged.
❑Thistypeofcopyintroducesnewhabitsandattractspeopletowardsthe
product.
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16. COMPETITIVE COPY
❑Itaimsatputtingforththespecialfeaturesofaproduct.
❑Itpromotestodifferonebrandfromcompetitors’brands.
❑Itmeetsthechallengeofthecompetitors.
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17. INSTITUTIONAL COPY
❑Itsellsnottheproductsoftheinstitutionbut
thenameoftheinstitution.
❑AlsoknownasPRESTIGEorCORPORATE
advertising,thisisthetypeofadvertisement
usedtopresentthecompany’simage.
❑Whenapharmaceuticalfirmtakesspaceit
describesitsresearchskills,itscontributionto
societyetc.
❑Thecopyaimstodevelopandmaintaina
good-willfortheproductthattheproduct
comesfromareputedhouse.
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18. GOODWILL & SELLING COPY
❑GOODWILL COPY is one which does not try to sell a product but aims to
sell the public some idea on the firm in general, on the quality of its
product, its utility, etc.
❑SELLING COPYis used by the mail-order house to effect a sale by mail, or
by the manufacturer who sells through retailers, to persuade the buyer to
call for his brand at the retail store.
❑It is used by the retailer to make an immediate sales of the goods, which
he may have to stock.
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19. REASON WHY COPY
❑A Reason Why advertising copy offers reasons as to why the consumers
are expected to buy the product of a particular brand.
❑The reason why copy appeals directly to the intellect or the judgment of
an individual than the emotions.
❑It tries to explain the product qualities and benefits by giving evidence in
the forms of testimonials, guarantees, customer experiences, and so on.
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20. HUMAN INTEREST COPY
Human interest copy entices the emotions and senses of its prospective
customers rather than the intellect and judgment.
❑Thisadvertisementcopydefinestheproducttopeopleinsteadofsticking
tofacts.
❑HumanInterestcopygetstosellingpartindirectlyorreluctantly.
❑Itfocusesonpeople’sundyinginterestinthemselves,theirfamiliesand
friends.
❑ThemostimportantformsofHumanInterestCopyare-
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Humorous
copy
Fear copy
Predicament
copy
Story copy

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•Humorous ad copy is a copy which is designed to make the
reader laugh.
•This copy brings about a smile on the readers face.
HUMOROUS COPY
•Fear ad copy arouses a sense of fear in the reader to save
their lives or to protect themselves from something.
•It creates interest among its consumers by instilling a sense
of fear in them.
•Fear advertisement copies must be designed carefully as it
may carry an unpleasant association on the viewer’s mind
concerning the product.
FEAR COPY

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•Inastorycopy,astoryisnarratedinaveryinterestingwayto
developinterestamongstitsprospects.
•Customerexperiencescanalsobenarratedintheformofa
story.
STORYCOPY
•Inapredicamentcopy,thecopyprovidesadramatic
explanationabouttheproduct.
•Thiscopyexplainsalltheadvantagesandbenefitsofusing
theproduct.
•Thepredicamentcopyusuallytakesovertheotherthree
formsoftheadvertisementcopy.
PREDICAMENTCOPY

23. EXPOSITORY COPY
❑EXPOSITORY COPYis not to conceal but to expose the facts as they are
clear and concise ideas are given.
❑It explains the construction, uses, merits, operation and superiority of
advertised articles.
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24. SUGGESTIVE COPY
❑SUGGESTIVE COPYdirectly or indirectly conveys the message, which
leads to sales.
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25. DESCRIPTIVE & ARGUMENTATIVE COPY
❑DESCRIPTIVE COPYconveys the ideas in words or pictures so as to impress
the readers’ mind and thus act upon it.
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❑ARGUMENTATIVE COPY is a message supported by facts.

26. ELEMENTS OF AN ADVERTISEMENT COPY
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1. Attention Value
2. Suggestive Value
3. Conviction Value
4. Sentimental Value
5. Educative Value
6. Memorizing Value
7. Instinctive Value

27. SALES PROMOTION
Sales promotion is the process ofpersuading a potential
customerto buy the product.
❑Salespromotionisdesignedtobeusedasashort-termtactictoboost
sales–itisrarelysuitableasamethodofbuildinglong-termcustomer
loyalty.
❑Somesalespromotionsareaimedatconsumers.Othersaretargetedat
intermediariesandatthefirm'ssalesforce.
❑SalespromotionisatypeofPullmarketingtechnique.
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28. OBJECTIVES OF SALES PROMOTION
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1. To increase sales by publicity through the media.
2. To disseminate information through salesmen, dealers etc.
3. To stimulate customers to make purchases at the point of purchase.
4. To prompt existing customers to buy more.
5. To introduce new products.
6. To attract new customers.
7. To meet competition from others effectively.

29. SALES PROMOTION TOOLS
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1. Discounts –
Trade /
consumer
2. Gifting 3. Coupons
4. Financing 5. Sampling 6. Bundling
7. Contests
8. Refunds &
Rebates
See : Promotion Tools

30. SALES PROMOTION TOOLS
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9. Exchange
offers
10. Free trial
11. Email
Marketing
12. Exhibitions
13. Trade
Shows
14.
Demonstrations
15. Continuity
programs
16. Quantity
Discount
See : Promotion Tools

31. DISCOUNTS –TRADE / CONSUMER
❑Themostcommon typeofsales
promotionsisconsumerdiscountsortrade
discounts.
❑Ifthereisa10%discountontheproduct
fortheconsumer,thenitisknownas
consumerdiscount.
❑However,ifthereisa10%discounttothe
dealerwhenheispurchasingfromthe
company,itisknownastradediscount.
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32. GIFTING
❑Oneofthemostcommon waysto
promoteyourstoreduringfestivaltimeor
whenthereisahugewalkinexpectedis
Gifting.
❑Itisalsoawaytoincreasethesalesofthe
productsbecausecustomershavean
anticipationthattheymightwinagiftfrom
thestore.
❑Anotherpopularwaytousegiftingisto
advertise“Assuredgifts”.
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33. COUPONS
❑Usedtomotivatepeopletopurchase
whentheythinkthepriceishighoritcan
beincentivetobuyyourproductabove
thecompetitors.
❑Domino’s,PizzahutandMcDonaldsvery
prominentlyusecoupons intheir
marketing.
❑Ifyouhavetheircouponinhand,youget
adiscountofXamountonthepurchase.
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34. FINANCING
❑Companieswhichhavehugeresources
generallyactasFinancers.
❑Theyallowcustomerstopurchasea
productonEMIorondifferentfinancing
options.Allthishappensforaminor
processingfeeandlessinterest.
❑Asaresult,thecustomer,whodoesnot
havecompletemoney tobuythe
product,willlikelypurchasetheproduct
usingfinancingoptions.
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35. SAMPLING
❑ItispredominantlyusedintheFMCG
industryforperfumes,deodorants,soaps
oreveneatables.
❑Samplingisanexcellentwaytointroduce
yourproductinthemarketandatthe
sametimetoincreasetheawarenessof
theproduct.
❑Thecustomerswhoarebeingtargetedby
samplingcarryahugelifetimevalue.
Oncetheygethookedontoyourproduct,
theywon’tleaveitthatearly.
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36. BUNDLING
❑Bundlingiswhenyouputacombinationof
productsonsaleforthesameprice.
❑Weseebundlingstronglyinretailwherea
shampoomightbebundledwithasoap
orwecanseeabundledcombinationsof
manydifferentitems.
❑Iftheproductsarebundledtogetherand
bothproductsareofanexcellentbrand,
thenthebundledproductwillsellmuch
higherquantitiesand willdefeat
competitioninnumbers.
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37. CONTESTS
❑Therearedifferentformsofcontestswhich
canberuntogathermorecustomer
informationortomotivatethecustomerto
trytheproductortocreateawareness
aboutthenewretailplace.
❑Contestscanbeassimpleaswinninga
giftthroughascratchcard,oritcanbean
inhousegameinaretailshowroomorit
canbeanonlinecontestforwhichusers
havetoentertheirinformation.
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38. REFUNDS & REBATES
❑Refundsareamarketingtacticwhenyou
getapartialamountrefundedtoyou
basedonanactionyouhavetaken.
❑Forexample–ifyoubringtheparking
tickettotheshowroom,yourparking
amountwillberefundedbythestore.
❑Rebateisatypeofpartialrefundwhichis
mostpopularintheUnitedstates,though
notmuchpopularinothercountries.
❑Inrebates,youfillformswhilecheckingout
ofstores.
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39. EXCHANGE OFFERS
❑Inexchangeoffer,youcanexchangean
oldproductforanewproduct.Youwill
receiveadiscountbasedonthevaluation
ofyouroldproduct.
❑So,ifyouhadanoldwashingmachineat
homeandtherewasanExchangeofferin
themarket,thenyouwillreceiveanX
amountforthewashingmachinewhichis
decidedbytheparentcompanyorthe
retailer.ThisXamountwillbededucted
fromyourfinalpayableamount.
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40. FREE TRIAL
❑Programswhereyoucanusetheproduct
forsometimebutlateronhaveto
purchasetheproducttouseitcompletely.
❑Thisisdonesothatthecustomergetsa
chancetotrialruntheproductbeforehe
paysfortheproductinfull.
❑Programs
likeAdobePhotoshop,Microsoftoffice365
andothersareknowntogivefreetrial
programsofuptoamonthsothatthe
customercanknowmoreaboutthe
product,hecantryitandthenpurchase.
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41. EMAIL MARKETING
❑Emailmarketingwas,isandistoutedto
alwaysbeoneofthebestwaysto
promoteyourbusiness.
❑Itisoneofthemostcommonlyusedtypes
ofsalespromotionsacrosstheworld
becauseofitseaseofimplementation
andbecauseofitspenetration.
❑Eachandeveryoneofushasanemail
accountwhichweaccessregularly.Thus,
anEmailispersonaltouswhenreceivedin
ourphoneandweareboundtocheckit
out.
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42. EXHIBITIONS
❑MorecommonlyusedinFood,Jewellery,
Clothingandsimilarindustrieswheresellers
wanttoshowcasetheproductstheyhave
totheirbuyers.
❑Thesebuyersmightbeconsumersorthey
maybeindustrialbuyers.
❑Anexhibitiongenerallyconsistsofone
playerwhoisexhibitinghisgoods.
❑However,itcanalsobeacombinationof
playerswhoarealltheretoshowcasetheir
wares.
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43. TRADE SHOWS
❑While exhibitions are targeted
towardsindividualbuyers,Tradeshowsare
targetedtowardsresellers,dealers,
distributorsandbulkbuyers.
❑Atradeshowistypicallyadisplaypointfor
alltopcompanieswithinanindustry.
❑Thesecompaniesaretheretocompete
andgrabthemaximum eyeballsof
retailers,dealersanddistributors.
❑WhileExhibitionsareconcentratedmostly
onindividualbuyers,tradeshowsare
concentratedtowardsbulkbuyers.
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44. DEMONSTRATIONS
❑Demonstrationsareanexcellentwayto
createmoreawarenessoftheproduct
andtomakecustomerscomfortable
towardsatechnicalproduct.
❑Technicalityoftheproductcanbea
barriertopurchase.
❑Bydemonstratingtheactualworkingofa
product,youareremovingabarrierto
purchase.
❑Hencedemonstrationisatypeofsales
promotionmostlyusedfortechnicaltype
ofproducts.
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45. CONTINUITY PROGRAMS
❑Amarkingstrategywhereintheseller
launchesanongoingpromotioninorder
toattractandretaincustomers.
❑Anexampleiswhereasupermarketoffers
togiveawaygiftseverymonthfor
customerswhobuyacertaintypeor
amountofproduct.
❑Airlinefrequentflierdiscountsarealso
examplesofacontinuityprogram.
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46. QUANTITY DISCOUNT
❑Themorequantityoftheproductyoubuy,
themoreisthediscount.
❑Soforexample,asinglesoapmaycost$1
butacombinedpackageof5unitsof
soapmightcostyou$4,givingyoua20%
discountonthepurchase.
❑Thequantitydiscountisnotapplicable
onlytoconsumers.
❑Itisalsoapplicableintradewherea
dealerordistributormightbegivena
discountof5-10%ifhepurchasesahigher
quantityofproduct.
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47. DISTRIBUTION CHANNEL
A distribution channel is a chain of businesses or
intermediaries through which a good or service passes
until it reaches the final buyer or the end consumer.
Distribution channels can includewholesalers,retailers,
distributors, and even the Internet.
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48. FUNCTIONS OF DISTRIBUTION CHANNELS
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1.Sorting
2.Accumulation
3.Allocation
4.Assorting
5.Product Promotion
6.Negotiation
7. Risk Taking

49. TYPES OF DISTRIBUTION CHANNELS
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Distribution Channel
Direct Channel
Door
to
door
selling
Internet
selling
Mail
order
selling
Company
owned
retail
outlets
Tele
marketing
Indirect Channel
One
Level
Channel
Two
level
channels
Three
level
channels

50. DIRECT CHANNEL OR ZERO LEVEL CHANNELS
When the producer or the manufacturer directly sells
the goods to the customers without involving any
middlemen, it is known as direct channel or zero
level channel.
❑Itisthesimplestandtheshortestmodeofdistribution.
❑Sellingthroughpost,internetordoortodoorsellingetc.are
theexamplesofthischannel.
❑Forexample,McDonald's,Bata,etc.
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51. INDIRECT CHANNELS
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One Level Two Level Three Level

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•It is usually adopted for specialty goods.
•For example Tata sells its cars through company approved retailers.
(a) Manufacturer-Retailer-Consumer (One Level Channel):
•This is the most commonly used channel for distributing goods like soap, rice,
wheat, clothes etc.
(b) Manufacturer-Wholesaler-Retailer-Customer (Two level
channels):
•The manufacturers supply the goods to their agents who in turn supply them to
wholesalers and retailers.
•This level is usually used when a manufacturer deal in limited products and yet
wants to cover a wide market.
(c) Manufacturer-Agent-Wholesaler-Retailer-Consumer (Three
level channels):

53. FACTORS DETERMINING CHOICE OF CHANNELS OF
DISTRIBUTION
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Product Related Factors
Company Characteristics
Market Factors
Competitive Factors
Environmental Factor
1
3
5
2
4

54. FACTORS DETERMINING CHOICE OF CHANNELS OF
DISTRIBUTION
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(a)Nature of Product
(b)Perishable and Non-Perishable Products
(c)Value of Product
(d) Product Complexity
1. Product Related Factors
(a)Financial Strength
(b)Control
2.Company
Characteristics
(a)Size of Market
(b)Geographical Concentration
(c)Quantity Purchased
3. Market Factors

55. THANK YOU..!
KAUSHIK JAISWAL
7276888855 [email protected]
See : Elements of Communication Process
See : Communication Process Steps
See : Steps to develop an effective communication strategy
See : Advertisement Copy Classification
See : Promotion Tools
See : Distribution Channel