organizational behaviour

12/7/2014Session 27
Part 6:
Communicating ValueChap 16
• The Role of Marketing Communications
MG 220 Marketing Management | BBA 2013 | Fall 2014
Muhammad Talha Salam, Asst. Professor
[email protected] Role of Marketing Communications
CONCEPTMarketing Communication and Brand Equity
The means by which firms attempt to inform , persuade, and remind
consumers, directly or indirectly, about the products and brands they sellMarketing
Mix >>>MG220 Marketing management1 12/7/2014The Role of Marketing Communications
Advertising•Any paid form of non-personal presentation and promotion of ideas, goods or
services by an identified sponsorSales Promotion•A variety of short-term incentives to encourage trial or purchase of a product or
serviceEvents &
Experiences•Company-sponsored activities and programs designed to create daily or special
brand-related interactionsPublic Relations
& Publicity•A variety of programs designed to promote or protect a company’s image or its
individual productsDirect Marketing•Use of mail, telephone, fax, e-mail or internet to communicate directly with or
solicit response or dialogue from specific customers and prospectsPersonal Selling•Face to face interaction with one or more prospective purchasers for making
presentations, answering questions and procuring ordersInteractive
Marketing &
WOM•Powered by Online and social media; marketers need to focus more on people
who can influenceMG220 Marketing management3The Role of Marketing Communications
Sales Promotion•Print and broadcast ads, Brochures, Posters, Billboards, POP displays•Contests, sweepstakes, Premiums, Sampling, Coupons, RebatesEvents &
Experiences•Festivals, Arts, Causes, Factory tours, Company museums, Street activitiesPublic Relations…

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