Marketing Communications

Download free eBooks at bookboon.com

Marketing Communications
Contents

Contents

1. FUNDAMENTALS OF MARKETING COMMUNICATIONS

Marketing communications defined; Nature of information; Consumer information processing
model; Basic model of communication process; Framework for analyzing marketing communication
process; Language and conception – as elements of communication Sign and Symbol – component
of communication; Language and marketing communications; Hierarchy of communications
effects; Marketing communications mix; Dyadic communication; Mass communication; Word-of-
mouth communication; Group communications; Group communication and marketing strategy;
The role of Public Relations in marketing communications; Functions of Public Relations in
marketing; Integrated Marketing Communications (IMC).

2. CONSUMER BEHAVIOUR AND MARKETING COMMUNICATIONS

Consumer driven communication strategy; The diffusion process; Types of communication
sources; Factors influencing adoption; Group of pre-dispositional factors; Adopter categories;
Purchase decision process; Hierarchy of needs; Wants buying motives; The self-concept Perception
Attitudes; Learning Cognitive dissonance; Cultural elements in communication; Social influences
on promotion; Hereditary family status; Reference groups; Significance of roles in promotion;
Life styles; Effect of social conditioning.

3. PROMOTION PLANNING AND TECHNIQUES

Promotional planning and strategy; Component elements of promotional plans; Promotion
target determination ranking techniques; Market segmentation; Product or Brand positioning
technique; Procedures for selecting target markets; Hierarchy of objectives; Strategic approach
to promotion; Planning by time periods; Guidelines for an effective promotion plans;
Organizing promotion activities.

4. ADVERTISING TECHNIQUES

The concept of advertising; Advertising defined; Strength and weaknesses of advertising;
Investing in a brand; Evaluating an advertisable product; Product positioning; Essential factors
in preparing print advertisement; Radio and television production; Copy styles; Creative appeals
in advertising copy; Organizing an advertising agency; Selecting an advertising agency Briefing
the selected agency; Functions of agencies; Method of agency compensation; Advertising budget;
Media mix planning; International promotion and advertising.