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1. Role of Marketing Communications
2. 8 modes of Marketing
Communication
3. Elements in the communication
process
4. Designing the communication
5. Selecting the communication
channel
6. Integrated Marketing Communication
Program to build Brand Equity
Outline:
Key Concepts
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Modes of Marketing
Communication
Example
Advertising TVcommercial, newspaper and
magazine, billboards and posters.
Sales Promotion Instore sales, gel, perfume and
make up trials.
Events and
experiences
Bench Universe and Bench Body
Fashion Shows
PR and publicity Bench sponsored official rugby
uniforms of the Philippine Rugby
Volcanoes for Hong Kong Sevens
tournaments
Example of Concept 2
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Modes of Marketing
Communication
Example
Direct Marketing Use of mailing list to directly send
the customers about upcoming sale
events
Interactive Marketing Buyers can do electronic shopping
thru their online store
http://www.benchtm.com/store/
Personal Selling Bench uses sales people to
communicate directly to their
prospective customers
Word of Mouth Bench uses tools such as
facebookbenchtmofficial and twitter
#benchtm
Example of Concept 2
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Concept 4: Designing the
Communication
Strategy Definition
Message Strategy What to say?
Appeals,themes, or ideas that will tie in to the
brand positioning
Creative Strategy How to say it?
An informational appeal elaborates on product
or service attributes or benefits.
A transformational appeal elaborates on a
nonproduct-related benefit or image.
Message Source Who should say it?
What is important is the spokesperson’s
credibility.
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Example of Concept 4
Strategy Example
Message Strategy What to say?
“Bench is Forever”
Creative Strategy How to say it?
Bench uses transformational appeal to create
an image. They make use of entertainers to
encourage people to buy.
Message Source Who should say it?
Among the top endorsers of Bench are Richard
Gomez, Richard Gutierrez, Lucy Torres etc
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Concept 5: Selecting the
communication channel
Communication
Chanel
Definition
Personal Channel Two or more persons communicate face-to-
face or person-to-audience through a phone,
mail, or e-mail.
NonPersonal
Channel
Communications directed to more than one
person and include advertising, sales
promotions, events and experiences, and
public relations.
Integration of
Channels
Mass communication/Mass media that might
be the major means of stimulating personal
communication
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Example of Concept 5
Communication
Chanel
Example
Personal Channel Sales ladies and Promo girls at Bench
NonPersonal
Channel
Bench has different billboards,Events and
Experiences: Bench Universe and Bench Body
Fashion Shows
Integration of
Channels
TV advertisements and magazines
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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.
Concept 6: Integrated Marketing
Communication to build Brand
Equity
Bench uses many forms of marketing communication to inform, persuade and remind customers about the products and brand they sell such as billboards, tv ad etc.
The marketing communications mix consists of eight major modes of communication:Advertising – non personal promotion of products and servicesSales Promotion - short term incentives like samples, couponsEvents and experiences – company sponsored activities and programsPR and publicity – promote or protect company’s imageDirect marketing – direct communication with prospects such as mail, telephone, email, and faxInteractive marketing – online activities or programs that engage customers to the productWord of mouth – people to people or written communication Personal selling –face to face interaction
If the sender has encoded accurately, and the receiver has decoded accurately, then clear communication is said to have taken place.Other factors that can be considered include the channel of communication – face to face, telephone, email etc, and also environmental factors which are considered as noise, and can detract from the clarity of transmission of the message. In this way of thinking about communication, the meaning of it is understood to be held in the message, and is to be decoded by the receiver.Two represent the major parties— sender and receiver. Two represent the major tools—message and media. Four represent major communication functions—encoding, decoding, response, and feedback. The last element in the system is noise, random and competing messages that may interfere with the intended communication.
