1. HNDM-Second year- promotional
Marketing.

2. What is communication
Communication is sharing
information between two or
more parties .
Verbal or Nonverbal.

3. What is marketing communication.
Marketing communication is
sharing information between
marketer (business organization)
with their target customers with
the purpose of influence their
attitude or buying behavior .

4. Marketing communication process.

5. Component of the communication
process.
Who is sender.
• Organization or seller
• Originator of the message.
What is encoding ?
• Process of putting thoughts in to words ,diagrams,
symbolic forms.
• Encode message very creatively in marketing by
using words ,symbols, pictures &scenes,
background etc.

6. What is message?
 output of the encoding.
 Idea or information such as product features &
quality,
 Benefits, prices, how to use, where you can buy etc.
What is media or channel ?
• The way of message move from the sender to
receiver.
• personal or non-personal channel in
marketing.

7. What is decoding?
 Process of interpretation of the message received
by the receiver.
 Student activity-see the advertisement of Nature
secrets and give your idea about that
advertisement.
Who is receiver?
• Potential or existing Customer or organization
(Target market)

8. Tools of marketing communication
Advertising.
Sales promotions.
Public relations.
Personal selling.
Direct marketing.

9. What is advertising ?
 Definition of advertising .
Any paid form of non-personal
communication between marketer and
the target customer with the purpose
promotion of ideas,goods or services to
influence or persuade the attitude or
buying behaviour of target customers.
(Philip Kotler )

10. Unique characteristic of
advertising.
 One way communication.
 Mass coverage at once.
 Sight, sound & motion specially in
television advertising.
 High creativity & live telecast in television.
 High attractiveness of the customers.
 Can repeat.

11. • Television advertising.
• Print advertising.
• Outdoor advertising.
• Following are popular advertisements.
Examples-Nestomolt,Airtel,,Api
wenuwen Api campaign etc

12. Examples
 Airtel
 Honda
 Nature’s Secret
 Nestomalt
 Rino

13. What is sales promotion?
Short term -direct inducement to
Persuade the buying behavior of
customers,traders and salespersons
immediately.
• Eg-:New year season,cargills foodcity
,Abans ,Singer mega offer more
discounts to customer.

14. Tools for sales promotion.
 Major two types of sales promotion.
 Consumer promotion tools and Trade
promotion tools.
 Consumer promotion tools targeting the
persuade the buying behavior of customers.
 Trade promotion targeting the wholesalers
and retailers by offering incentives to push
the product to consumers.

15. Consumer promotion tools.
• Samples.
• Coupons.
• Discounts.
• Premiums.
• Bonus packs.
• Contests ,Sweepstakes & Games.
• Advertising specialties .
• Point of purchase displays etc.

16. Trade promotion tools.
 Exhibitions & Trade shows.
 Contest & Dealer incentives.
 Trade allowances.
 Training programs.
 Corporate advertising.

17. What is personal selling
Two way communication between Sales
person and customers with the purpose
of making sale and building customer
relationship.
Eg-: Popular in Insurance business in
SriLanka.

18. What is public relation& publicity.
 Building good relations with the company’s
various publics(stakeholders) to crate positive
attitude ,favourable publicity
and corporate image regarding company name &
product.
Who are the stakeholders?
Can u answer ?

19. What is public relation& publicity.
Programs and activities done by
Organization to crate positive attitude
among the public.
Eg-: EAP group always offer
donationssuch as wheelchairs,
spectales,homes, to the helpless
people.

20. • NEWS AND PUBLICITY.
• SPECIAL EVENTS sutc.ch as news
conferences,grand openings, sponsor to the public
programs etc.
• PRESS RELEASE.
• Speeches.
• Interviews .
• Written materials suchas annual
reports, brochures, company newsletter &
magazine.

21. • Corporate identity materials such as logos,
business cards, business uniforms, buildings etc.
• Sponsor public service activities such as new
year festival, community programs,donations etc.
• Website and E-mail.

22. What is Direct marketing.
 Direct communications with carefully
targeted individual consumers to obtain an
immediate response.
 Today direct marketing is very popular
among the companies & customers.
 One to one marketing.

23. Forms of Direct Marketing.
Catalogue marketing.
Telemarketing.
Direct Mail marketing
online marketing .
Database marketing.
Eg-: Oriflame company , Pizza,
Teleseen marketng companyetc.

24. Kotler on Marketing
Integrated marketing
communication is a way of
looking at whole marketing
Process from the viewpoint of
the customer.

25. Definitions for IMC
IMC is the combination of all
marketing communication tools at the
same time with the purpose of
conveying a
complete,consistent,comprehensive
message to change attitude and buying
behavior of target customers.

26. Integrated marketing
communications
Integrated Marketing Communications
(IMC) is defined as customer centric, data
driven method of communicating with the
customers.
IMC is the coordination and integration of all
marketing communication tools, and
sources within a company that maximizes
the impact on consumers and other end
users at a minimum cost

27. This management concept is designed
to make all aspects of marketing
communication such as
advertising, sales promotion, public
relations, and direct marketing work
together as a unified force, rather than
work in separately.

28. Role of IMC
Several shifts in the advertising and media
industry have caused IMC popular for
marketers:suchas
 From media advertising to multiple forms of
communication.
 From mass media to more specialized (niche)
media, which are centered on specific target
audiences.
 From a manufacturer-dominated market to a
retailer-dominated, consumer-controlled market.

29. • From limited Internet access to 24/7
Internet availability and access to goods and
services.
 From general-focus advertising and
marketing to data-based marketing.

30. Importance of IMC.
 More valuable importance is that company
can maximize the influence to the buying
behavior of target customers by using the
various marketing tools for communication
in same period rather than having them
more separately.

31.  1. It can create competitive advantage, boost sales and
profits, while saving money, time and stress.
 2. IMC wraps communications around customers and
helps them move through the various stages of the
buying process.
 3. It build 'Relationship Marketing' which can protect
customers from competition. The ability to keep a
customer as loyal customer is a powerful competitive
advantage.
 4. IMC also increases profits through increased
effectiveness of communication.

32.  5. Carefully linked messages also help buyers by giving
timely reminders, updated information .
6. IMC also makes messages more consistent , complete
and more credible. This reduces risk in the mind of
the buyer .