MM-II ASSIGNEMENT ON MARKETING

COMMUNICATION

-Submitted By
Ankit Lalwani
15PGP007
Section A

1. Define the term Marketing Communication?

Marketing communications are the means by which firms attempt to inform,
persuade, and remind consumersdirectly or indirectlyabout the products and
brands they sell. In a sense, marketing communications represent the voice of the
company and its brands; they are a means by which the firm can establish a dialogue
and build relationships with consumers. By strengthening customer loyalty, marketing
communications can contribute to customer equity.
Marketing communications also work for consumers when they show how and why a
product is used, by whom, where, and when. Consumers can learn who makes the
product and what the company and brand stand for, and they can get an incentive for
trial or use. Marketing communications allow companies to link their brands to other
people, places, events, brands, experiences, feelings, and things. They can contribute
to brand equityby establishing the brand in memory and creating a brand imageas
well as drive sales and even affect shareholder value.
Examples of some successful marketing communication programs

2. Identify Various Objectives of Marketing Communications (AIDA Model)?

AIDA is an acronym used in marketing and advertising that describes a common list
of events that may occur when a consumer engages with an advertisement.
A Attention (awareness): attract the attention of the customer.
I Interest of the customer.
D Desire: convince customers that they want and desire the product or service and
that it will satisfy their needs.
A Action: lead customers towards taking action and/or purchasing.
Using a system like this gives one a general understanding of how to target a market
effectively. Moving from step to step, one loses some percent of prospects.

Examples of each stage in AIDA Model are highlighted below

(a) Action Stage
5 examples of action stage are as follows

(b) Interest Stage

5 examples of interest stage are as follows

(c) Desire
5 examples of desire stage are as follows

d) Action
5 examples of action stage are as follows

3. Discuss the role of marketing communication in marketing mix?

The way brand associations are formed does not matter. In other words, whether a consumer
has an equally strong, favorable, and unique brand association of Tata Sumo with the
concepts outdoors, active, and rugged because of exposure to a TV ad that shows the
car driving over rugged terrain at different times of the year, or because Tata Sumo sponsors,
the impact in terms of Tata Sumo brand equity should be identical.
But these marketing communications activities must be integrated to deliver a consistent
message and achieve the strategic positioning. The starting point in planning marketing
communications is a communication audit that profiles all interactions customers in the target
market may have with the company and all its products and services.
For example, someone interested in purchasing a new laptop computer might talk to others,
see television ads, read articles, look for information on the Internet, and look at laptops in a
store. To implement the right communications programs and allocate dollars efficiently,
marketers need to assess which experiences and impressions will have the most influence at
each stage of the buying process.

Armed with these insights, they can judge marketing communications according to their
ability to affect experiences and impressions, build customer loyalty and brand equity, and
drive sales. For example, how well does a proposed ad campaign contribute to awareness or
to creating, maintaining, or strengthening brand associations? Does a sponsorship improve
consumers brand judgments and feelings? Does a promotion encourage consumers to buy
more of a product? At what price premium?
In building brand equity, marketers should be media neutral and evaluate all
communication options on effectiveness (how well does it work?) and efficiency (how much
does it cost?). Personal financial Web site Mint challenged market leader Intuitand was
eventually acquired by the companyon a marketing budget a fraction of what companies
typically spend. A well-read blog, a popular Facebook page, and other social media
combined with extensive PRhelped attract the younger crowd the Mint brand was after.
Philips also took another
tack in launching a new product.
Hence we see that a proper knowledge of Marketing Communications can help people in
deciding on their product, price, promotion, and place related to buying of a new product
in more sophisticated and detailed manner, and can even help them in framing proper
perceptions related to certain products/brands.

4. Explain various elements of promotion mix?

The promotion mix consists of eight major modes of communication:
(i) AdvertisingAny paid form of non-personal presentation and promotion of ideas, goods,
or services by an identified sponsor via print media (newspapers and magazines), broadcast
media (radio and television), network media (telephone, cable, satellite, wireless), electronic
media (audiotape, videotape, videodisk, CD-ROM, Web page), and display media (billboards,
signs, posters).
(ii) Sales promotionA variety of short-term incentives to encourage trial or purchase of a
product or service including consumer promotions (such as samples, coupons, and
premiums), trade promotions (such as advertising and display allowances), and business and
sales
force
promotions
(contests
for
sales
reps).
(iii) Events and experiencesCompany-sponsored activities and programs designed to
create daily or special brand-related interactions with consumers, including sports, arts,
entertainment, and cause events as well as less formal activities.
(iv) Public relations and publicityA variety of programs directed internally to employees
of the company or externally to consumers, other firms, the government, and media to
promote or protect a companys image or its individual product communications.
(v) Direct marketingUse of mail, telephone, fax, e-mail, or Internet to communicate
directly with or solicit response or dialogue from specific customers and prospects.

(vi) Interactive marketingOnline activities and programs designed to engage customers or

prospects and directly or indirectly raise awareness, improve image, or elicit sales of products
and services.
(vii) Word-of-mouth marketingPeople-to-people oral, written, or electronic
communications that relate to the merits or experiences of purchasing or using products or
services.
(viii) Personal sellingFace-to-face interaction with one or more prospective purchasers for
the purpose of making presentations, answering questions, and procuring orders.

5. Compare and Contrast Advertising from Personal Selling, Sales Promotion and
Publicity?
AdvertisingAny paid form of non-personal presentation and promotion of ideas, goods, or
services by an identified sponsor via print media (newspapers and magazines), broadcast
media (radio and television), network media (telephone, cable, satellite, wireless), electronic
media (audiotape, videotape, videodisk, CD-ROM, Web page), and display media (billboards,
signs, posters).
Personal sellingFace-to-face interaction with one or more prospective purchasers for the
purpose of making presentations, answering questions, and procuring orders.
Sales promotionA variety of short-term incentives to encourage trial or purchase of a
product or service including consumer promotions (such as samples, coupons, and
premiums), trade promotions (such as advertising and display allowances), business and sales
force
promotions
(for
sales
reps).
Publicity A variety of programs directed internally to employees of the company or
externally to consumers, other firms, the government, and media to promote or protect a
companys image or its individual product communications.

6. For the following develop marketing communication process?

(a) Relaunch Innova
Toyota can use various elements of marketing mix in the following manner to re-launch
innova
(i) Determining Target Audience-

People who are looking to buy a new car in the coming days especially those who are
interested in Multi Utility Vehicles, and those who have used Toyota cars before, and
hence trust the performance given by Toyota brand and want to continue using Toyota
cars.
(ii)Determining Communication ObjectivesCategory Need
Toyota must communicate the need which it intends to satisfying with the launch of new
Innova. This message helps in clarifying in the minds of people, the need to wait for
launch of New Innova before buying any new car.
This objective can be stated by Toyota as satisfying the need of people who wanted a
highly stylish and sporty looking multi seater car with superior mileage and engine
performance
Brand Awareness
Since Toyota is a well-known brand in India, hence making initial public messages under
the banner of Toyota can easily help the company to create an emotional linkage in the
minds of people for the upcoming Innova.
Brand Attitude
Since Toyota has always been associated with superior performance along with easy
servicing and luxury riding, the same qualities can be leveraged by Toyota for launching
its new Innova also.
Brand Purchase Intention
Since Toyota is already a preferred brand by many Indian households, hence Toyota
Innova 2016 can be a clear winner using this category.
(iii)

Design The Communication

Message Strategy
In this case, Toyota must search for appeals, themes or ideas that will tie to the brand
positioning and in turn help in establishing Point-of-Parity and Point-of-Difference for
new Innova. Some of these may be related directly to product or service performance
(the quality, economy, or value of the brand), whereas others may relate to more extrinsic
considerations (the brand as being contemporary, popular, or traditional).
Creative Strategy
Under this strategy, Toyota must try to translate their messages into specific
communication, through
a) Informational Appeals
By elaborating on new innvoa attributes, benefits and its special features. It may cover a
huge amount of technical specifications like mileage, engine power, warranty and
guarantee; or it may include exclusive distribution of new innova through certain
selected outlets, or may include some innovative improvisation which might have been
introduced in innova for first time.
b) Transformational Appeals

By elaborating other facts and figures which are indirectly related to the launch of new
innova, but which Toyota thinks may be of a huge significance during the launch
process. For eg:- if some big Bollywood actor is associated with the launch of new
innova or if new innova launch is associated with some significant event about to take
place.
c) Message Source
Message delivered by some famous personality or by a leading news reporting channel
or by a reliable paper can play a huge role in framing the few initial thoughts about the
new upcoming innova in the minds of customers
(iv)

Selecting the communication channel

a) Personal communication channel
This involves carrying out promotions by direct face to face or person to audience
interaction of either some popular celebrity hired by Toyota as a brand ambassador of
new innova; or of some person occupying high position in Management hierarchy of
Toyota, through a telephone, email or video conferencing; which can enable that person
to tell all about the upcoming new model in a much more personalised manner.
b) Mass communication channel
This is directed to more than one person and includes direct advertising of new Toyota
innova and events and experiences that can be conducted by Toyota in which it can give
a brief experience of its upcoming innova.
c) Integration of Communication Channels
Although Toyota can use both personal communication and Mass Communication, yet
Mass Communication is major means of stimulating personal communication. Toyota
can affect perceptions of a large number of people mass media by utilizing radio,
television and print to opinion leaders.

(v)Establish the Total Marketing Communication Budget

Following methods can be used for estimating this:a) Affordable MethodIn this Toyota sets a communication budget for Innova according to its own thinking of
its affordability limit; by completely ignoring the role of promotion on sales.
b) Percentage of Sales Method
Toyota can set Innova communication expenditures at some percentage of initial sales
limit set by Toyota for new innova.
c) Objective and Task Method
Under this Toyota can set its communication limits after considering the following:-

Establishing

Determing the percentage of market share that must be reached by advertising.

the

initial

market

share

goal

for

new

innova

Determining the percentage of aware prospects that must be persuaded to try out new
innova

Determining the number of advertising impressions per 1 percent trail rate

Determine the number of gross rating points that would have been purchased

Determine the necessary advertising budget on basis of average cost of buying a gross
rating point

(vi)

Deciding on Marketing Communication Mix

Toyota must allocate marketing communications budget over the 8 major modes of
communication.
-

Advertising
Toyota must allocate its budget for promoting new innova launch to advertising after
considering the impact of following:Pervasiveness
Amplified expressiveness
Control

Sales Promotion
Toyota must allocate its budget for sales promotion after considering the impact of
following:Ability to gain attention
Incentives present
Invitations that can be sent out

Public Relations
Toyota must allocate its budget for public relations after considering the value of
following benefits towards its new innova:High Credibility
Ability to reach hard to find buyers
Dramatization

Events and Experiences

Toyota must allocate its budget for events after considering the value of following
benefits towards its new innova:Relevance
Engaging
Implicit

Direct and Interactive Marketing

Toyota must allocate its budget for direct marketing after considering the value of
following benefits towards its new innova:Customization
Great Interactions

(vii)

Word of Mouth Marketing

Toyota must allocate its budget for word of mouth marketing after considering the value
of following benefits towards its new innova:Influential campaigns
Personalized campaign
Timely launched campaign
Factors in Setting the Marketing Communication Mix

a) Type of Product Market

Since Toyota Innova belongs to Consumer market, heavy expenditures must be incurred
on sales promotion and advertising so as to make people aware about new innova and
encourage them in buying that new product.
Besides this Toyota can also improvise on personal selling through following 4 important
contributions
-

Persuading dealers to display more images of upcoming new innova

Infusing enthusiasm in dealers to promote heavily the upcoming innova
Signing up more dealers to promote new innova

b) Product Life Cycle

Since new innova is yet to enter into introductory stage, hence it must be subjected to
heavy advertising, events and experiences and heavy publicity.
(viii)

Measuring Communication Results

On implementing above discussed marketing communication strategy, Toyota can
conduct survey and place feedback system so as to measure the degree of remembrance
of new innova in the minds of consumers.
It can also help Toyota in getting an initial estimate of the market share it can grab by
launching new innova immediately and hence it can plan its operations and events
accordingly.

(b) Madhya Pradesh Tourism

Madhya Pradesh Government can use various elements of marketing mix in the
following manner to promote tourism:(ii)Determining Target AudiencePeople who are looking to go on trips and outings; especially foreigners visiting India.
(iii)

Determining Communication ObjectivesCategory Need

Madhya Pradesh Government must communicate the need which it intends to satisfying
by promoting its state tourism features. This message helps in clarifying in the minds of
people, the need to go to Madhya Pradesh only as a holiday destination.

This objective can be stated by MP Government as satisfying the need of people who
wanted an experience of beauty of nature blended with rich cultural heritage and
monumental structures inherited from rich past history.
Brand Awareness
Since MP is a well-known for its natural beauty, its wildlife, and its rich culture along
with high ethics for caring guest, hence making initial public messages under the banner
of MP government can easily help in creating an emotional linkage in the minds of
people for the MP as tourist destination.
Brand Attitude
Since MP has always been associated with superior culture heritage along with rich
historical infrastructure, the same qualities can be leveraged by new government to
promote tourism.
Brand Purchase Intention
Since MP rich and diverse heritage is already very popular, hence MP as a tourist
destination can be easily preferred.

(iv)

Design The Communication

Message Strategy
In this case, MP Government must search for appeals, themes or ideas that will tie to the
brand positioning of MP as a tourist destination and in turn help in establishing Point-ofParity and Point-of-Difference for MP as a tourist destination. Some of these may be
related directly to product (the quality, economy, or value of the MP), whereas others
may relate to more extrinsic considerations (Madhya Pradesh as being contemporary,
popular, or traditional).
Creative Strategy
Under this strategy, MP Government must try to translate their messages into specific
communication, through
a) Informational Appeals
By elaborating on Madhya Pradesh attributes, benefits and its special features. It may
cover a huge amount of technical specifications like presence of national parks, wildlife
sanctuaries, sacred places, havellis and palaces; or it might just be related to the mixed
rich culture and scenic beauty that prevails at various places.
b) Transformational Appeals
By elaborating other facts and figures which are indirectly related to the promotional
campaign of MP Tourism, but which MP Government thinks may be of a huge
significance. For eg:- if some big Bollywood actor is associated with the launch of Mp
Tourism promotional camping or if MP Tourism is associated with some significant
event about to take place.
c) Message Source
Message delivered by some famous personality or by a leading news reporting channel
or by a reliable paper can play a huge role in framing the few initial thoughts about the
MP Tourism in the minds of customers

(v) Selecting the communication channel

a) Personal communication channel
This involves carrying out promotions by direct face to face or person to audience
interaction of either some popular celebrity hired by MP government as a brand
ambassador of MP Tourism; or of some person occupying high position in Management
hierarchy of MP government like MP Chief Minister, through a television, email or video
conferencing; which can enable that person to tell all about the upcoming new model in a
much more personalised manner.
b) Mass communication channel
This is directed to more than one person and includes direct advertising of MP Tourism
and events and experiences that can be conducted by MP Government in which it can not
only highlight why MP must be preferred as a tourist destination, but it can give a brief
experience of the steps taken by it in order to promote Tourism .
c) Integration of Communication Channels
Although MP government can use both personal communication and Mass
Communication, yet Mass Communication is major means of stimulating personal
communication. MP government can affect perceptions of a large number of people
mass media by utilizing radio, television and print to opinion leaders.
(vi)

Establish the Total Marketing Communication Budget

Following methods can be used for estimating this:a) Affordable MethodIn this MP Government sets a communication budget for Tourism Promotion according
to its own thinking of its affordability limit; by completely ignoring the role of promotion
on sales.
b) Percentage of Sales Method
MP Government can set Tourism communication expenditures at some percentage of
initial revenue limit set by its experts for tourism.
c) Objective and Task Method
Under this MP government can set its communication limits after considering the
following:-

Establishing the initial Tourism Revenues it intends to generate

Determing the percentage of Tourism revenues that must be reached by advertising.

Determining the percentage of aware prospects that must be persuaded to visit Madhya
Pradesh as tourists

Determining the number of advertising impressions per 1 percent tourism generated

Determine the necessary advertising budget on basis of average cost of buying a gross
rating poin

(vii)

Deciding on Marketing Communication Mix

MP government must allocate marketing communications budget over the 8 major modes
of communication.

Advertising
MP Government must allocate its budget for promoting Tourism; to advertising after
considering the impact of following:Pervasiveness
Amplified expressiveness
Control

Sales Promotion
MP Government must allocate its budget for tourism promotion after considering the
impact of following:Ability to gain attention
Incentives present
Invitations that can be sent out
Public Relations
MP Government must allocate its budget for public relations after considering the value
of following benefits towards its tourism promotion campaign:High Credibility
Ability to reach hard to find buyers
Dramatization

Events and Experiences

MP Government must allocate its budget for events after considering the value of
following benefits towards its tourism promotion campaign:Relevance
Engaging
Implicit

Direct and Interactive Marketing

MP Government must allocate its budget for direct marketing after considering the value
of following benefits towards its tourism promotion campaign:Customization
Great Interactions

Word of Mouth Marketing

MP Government must allocate its budget for word of mouth publicity after considering
the value of following benefits towards its tourism promotion campaign:Influential campaigns
Personalized campaign

Timely launched campaign

(viii)

Factors in Setting the Marketing Communication Mix

a) Type of Product Market

Since MP Tourism belongs to Consumer market, heavy expenditures must be incurred
on sales promotion and advertising so as to make people aware about Rich Heritage
existing in MP and encourage them to visit MP as tourists.
Besides this MP Government can also improvise on personal selling through following 4
important contributions
-

Persuading holiday package dealers to display more images of MP Tourism campaigns

Infusing enthusiasm in holiday package dealers to promote heavily the upcoming MP
Tourism campaigns
Signing up more holiday package dealers to promote MP Tourism

b) Product Life Cycle

Since MP Tourism is in its growth stage, hence demand has its own momentum through
word of mouth and interactive marketing; and advertising doesnt play as important role
in this stage.
(ix)

Measuring Communication Results

On implementing above discussed marketing communication strategy, MP Government
can conduct survey and place feedback system so as to measure the degree of
remembrance of MP as tourist destination in the minds of consumers.
It can also help MP government in getting an initial estimate of the approximate number
of tourists it can grab by launching its promotional campaign immediately and hence it
can plan its operations and events accordingly.
(c) Apple I-Watch
Apple can use various elements of marketing mix in the following manner to promote Iwatch

(i) Determining Target AudiencePeople who are looking to buy a new innovative electronic gadget in the coming days
especially those who are interested in Apple gadgets, and those who have used apple iphones and i-pods before, and hence trust the performance given by apple brand and
want to continue using apple gadgets; but want everything to be squeezed in a small
gadget, so that they dont have to carry various different gadgets with them.

(ii)Determining Communication ObjectivesCategory Need

Apple must communicate the need which it intends to satisfying with its I-watch. This
message helps in clarifying in the minds of people, the need to buy apple I-watch.
This objective can be stated by apple as satisfying the need of people who wanted a
highly stylish all in one gadget; of such a size which can be fitted in a small space on
their body (just like a wrist watch on their hand) with quality and performance similar to
that offered by I-Phone and I-Pad and Mac Book Pro.
Brand Awareness
Since Apple is a well-known brand in India, hence making initial public messages under
the banner of apple can easily help the company to create an emotional linkage in the
minds of people for their I-watch.
Brand Attitude
Since Apple has always been considered as a luxury and aspirational brand associated
with superior performance along with high quality multi-tasking features, the same
qualities can be leveraged by Apple for promoting its I-Watch also.
Brand Purchase Intention
Since Apple is already a highly preferred brand by many Indian households, hence
Apples I watch can easily become a clear winner of public choice.
(iii)

Design The Communication

Message Strategy
In this case, Apple must search for appeals, themes or ideas that will tie to the brand
positioning and in turn help in establishing Point-of-Parity and Point-of-Difference for its
I-Watch. Some of these may be related directly to product or service performance (the
quality, economy, or value of the brand), whereas others may relate to more extrinsic
considerations (the brand as being contemporary, popular, or traditional).
Creative Strategy
Under this strategy, Apple must try to translate its messages into specific communication,
through
a) Informational Appeals
By elaborating on I-Watch attributes, benefits and its special features. It may cover a
huge amount of technical specifications like processor specifications, battery life,
warranty and guarantee, display resolutions; or it may include exclusive distribution of IWatch through certain selected outlets, or may include some innovative improvisation
which might have been introduced in I-Watch for first time.
b) Transformational Appeals
By elaborating other facts and figures which are indirectly related to the I-Watch, but
which Apple thinks may be of a huge significance for promotion of I-Watch. For eg:- if
some big Bollywood actor is associated with the promotional campaign of I-Watch or if
I-Watch is associated with some historically significant event in apple; then that can be
highlighted.

c) Message Source
Message delivered by some famous personality or by a leading news reporting channel
or by a reliable paper can play a huge role in framing the few initial thoughts about the IWatch in the minds of customers
(iv)

Selecting the communication channel

a) Personal communication channel
This involves carrying out promotions by direct face to face or person to audience
interaction of either some popular celebrity hired by Apple as a brand ambassador of IWatch; or of some person occupying high position in Management hierarchy of Apple,
through a television, email or video conferencing; which can enable that person to tell all
about the I-Watch in a much more personalised manner.
b) Mass communication channel
This is directed to more than one person and includes direct advertising of I-Watch and
events and experiences that can be conducted by Apple in which it can give a brief
experience of its I-Watch additional models and features.
c) Integration of Communication Channels
Although Apple can use both personal communication and Mass Communication, yet
Mass Communication is major means of stimulating personal communication. Apple can
affect perceptions of a large number of people mass media by utilizing radio, television
and print to opinion leaders.

(v)Establish the Total Marketing Communication Budget

Following methods can be used for estimating this:a) Affordable MethodIn this Apple sets a communication budget for I-Watch according to its own thinking of
its affordability limit; by completely ignoring the role of promotion on sales.
b) Percentage of Sales Method
Apple can set I-Watch communication expenditures at some percentage of initial sales
limit set by Apple for I-Watch.
c) Objective and Task Method
Under this Apple can set its communication limits after considering the following:(vi)

Establishing the initial market share goal for I-Watch

Determining the percentage of market share that must be reached by advertising.
Determining the percentage of aware prospects that must be persuaded to try out I-Watch
Determining the number of advertising impressions per 1 percent trail rate
Determine the number of gross rating points that would have been purchased
Determine the necessary advertising budget on basis of average cost of buying a gross
rating point
Deciding on Marketing Communication Mix

Apple must allocate marketing communications budget over the 8 major modes of
communication.
-

Advertising
Apple must allocate its budget for promoting I-Watch launch to advertising after
considering the impact of following:Pervasiveness
Amplified expressiveness
Control

Sales Promotion
Apple must allocate its budget for sales promotion of I-Watch after considering the
impact of following:Ability to gain attention
Incentives present
Invitations that can be sent out
Public Relations
Apple must allocate its budget for public relations after considering the value of
following benefits towards its I-Watch Sales:-

High Credibility
Ability to reach hard to find buyers
Dramatization
-

Events and Experiences

Apple must allocate its budget for events after considering the value of following
benefits towards its I-Watch Sales:Relevance
Engaging
Implicit

Direct and Interactive Marketing

Apple must allocate its budget for direct marketing after considering the value of
following benefits towards its I-Watch Sales:Customization
Great Interactions

Word of Mouth Marketing

Apple must allocate its budget for word of mouth marketing after considering the value
of following benefits towards its I-Watch sales:Influential campaigns
Personalized campaign
Timely launched campaign

(vii)

Factors in Setting the Marketing Communication Mix

a) Type of Product Market

Since Apple I-Watch belongs to Consumer market, heavy expenditures must be incurred
on sales promotion and advertising so as to make people aware about I-Watch and
encourage them in buying that product.
Besides this Apple can also improvise on personal selling through following 4 important
contributions

Persuading dealers to display more posters, specification charts and dummy models of Iwatch
Infusing enthusiasm in dealers to promote heavily the existing models of I-Watch
Signing up more dealers to promote I-Watch.

b) Product Life Cycle

Since I-Watch is in its growth stage, hence demand has its own momentum through word
of mouth and interactive marketing; and advertising doesnt play as important role in this
stage.
(viii)

Measuring Communication Results

On implementing above discussed marketing communication strategy, Apple can conduct
survey and place feedback system so as to measure the degree of remembrance of IWatch and buying tendencies in the minds of consumers.
It can also help Apple in getting an initial estimate of the market share it can grab by
promoting I-Watch immediately and hence it can plan its operations and events
accordingly.