12/7/2014
Session 27
Part 6:
Communicating Value
Chap 16
• The Role of Marketing Communications
MG 220 Marketing Management | BBA 2013 | Fall 2014
Muhammad Talha Salam, Asst. Professor
talha.salam@nu.edu.pk
The Role of Marketing Communications
CONCEPT
Marketing Communication and Brand Equity
O
The means by which firms attempt to inform , persuade, and remind
consumers, directly or indirectly, about the products and brands they sell
Marketing
Communications
Mix >>>
MG220 Marketing management
1
12/7/2014
The Role of Marketing Communications
MARKETING COMMUNICATIONS MIX
Advertising
•Any paid form of non-personal presentation and promotion of ideas, goods or
services by an identified sponsor
Sales Promotion
•A variety of short-term incentives to encourage trial or purchase of a product or
service
Events &
Experiences
•Company-sponsored activities and programs designed to create daily or special
brand-related interactions
Public Relations
& Publicity
•A variety of programs designed to promote or protect a company’s image or its
individual products
Direct Marketing
•Use of mail, telephone, fax, e-mail or internet to communicate directly with or
solicit response or dialogue from specific customers and prospects
Personal Selling
•Face to face interaction with one or more prospective purchasers for making
presentations, answering questions and procuring orders
Interactive
Marketing &
WOM
•Powered by Online and social media; marketers need to focus more on people
who can influence
MG220 Marketing management
3
The Role of Marketing Communications
Examples of MARKETING COMMUNICATIONS MIX
Advertising
Sales Promotion
•Print and broadcast ads, Brochures, Posters, Billboards, POP displays
•Contests, sweepstakes, Premiums, Sampling, Coupons, Rebates
Events &
Experiences
•Festivals, Arts, Causes, Factory tours, Company museums, Street activities
Public Relations...