1. Syed Behroz Ali Rizvi Najam Javaid1

2. To Mix Freely2 3. To Sell Goods ProfitablySo That Consumer Is Satisfied 3 4. Exchange Of InformationFeedback4 5. Uniformity 5 6. Marketing Communication Planning Strategic Roles Of Promotional Mix Clarity, Consistency, Maximum Communication 6 7. Big Picture ApproachTotal Marketing Communication StrategyPromotional Mix + Other Communications Consumers perception of company Point of purchase, Package, Price, Design 7 8. Consistent ImagePositioningCentralized MessageCommon ThemeUnified Image 8 9. Corporate LevelMarketing LevelMarketing Communication9 10. MissionCorporate Culture10 11. 11 12. ProductPricePlacePromotion12 13. 13 14. All Messages Create Coherent Picture Of Organization For This Purpose interact with Public Relation Firms Ad Agencies14 15. AdvertisingSales promotion Internet marketingPublicityDirect marketing Personal sellingPR15 16. 16 17. Transfer Of Information Through Mass MediaCost EffectiveHighly Used For Brand ImagesHelpful For Awareness & Changing AttitudeNo Immediate Feed Back17 18. 18 19. Reach Directly To The ConsumerRemoval Of Middlemen Goods & Services Directly to The Consumer 19 20. Objectives & Role In Overall Advertising Collect Data Bases Decide Media To Be Used Decide Message To Be Sent (Quality Of Paper, Envelop) How You Are Going To Handle Response Queries & Orders Evaluate The Response 20 21. 21 22. Display AdsSocial Media Sites 22 23. Sponsored GamesSponsored Software23 24. Structured Sales PitchTargeted DataAttractive OffersConvincing Techniques24 25. Door To Door Distribution Of Brochure Targeted Purely By Area Or Community Low Cost 25 26. Problem Solving GoodsMeasurable CostImmediate Feedback26 27. 27 28. Consumer Credit CardChanging Structure Of Society & Market Technological Advances 28 29. PersonalizationCost Measures Of Effectiveness Selective Reach Segmentation Capabilities Flexibility (No. Of medias) Less Time To ExecuteEconomical So Increase Frequency 29 30. Image Factor Rising cost Research AccuracyAttention Grabbing Content Support 30 31. Tailored MessageReducing The Needs Of Dealers, RetailersFace To Face SellingFeedback 31 32. Prospecting Identify Customer Needs & Wants Providing Solution For It Attitude Change Closing The Sale Follow-up32 33. AdvantagesDis-Advantages Two Way Interaction Tailoring The Message Adaptability To The Situation Lack Of Distraction Inconsistent Message Sales Force Conflict High Cost Poor Reach33 34. Direct inducement that offers a extra value or incentive for a product To sales force, distributors or ultimate consumerWith a primary objective of creating an immediate sale 34 35. 35 36. Consumer Oriented Sales Promotion Trade Oriented Sales Promotion 36 37. Growing Power Of Retailers Declining Brand Loyalty Brand Proliferation Competition Increased Accountability Short Term Focus Fragmentation Of Consumer Market37 38. Evaluates Public AttitudeIdentify The Policies & ProceduresThe Management FunctionExecutes The Programme Of ActionTo Earn Public Understanding & Acceptance38 39. 39 40. Public RelationsMarketing Communication FunctionNon-Marketing Communication Function 40 41. Provides input in planningEarly Warning SystemIncrease effectiveness Of Communication41 42. Define PR ProblemPlan ProgrammeTake Action & CommunicateEvaluate Programme42 43. Internal AudienceExternal Audience43 44. Press ReleasesInterviewsPress ConferencesCommunity Involvement44 45. DisAdvantagesAdvantages45 46. Creation Of News About A Product That Appears In Broadcast MediaIt Is Part Of Public RelationShort Term IssuesIt Can Be Positive As Well As NegativeNot Controlled By Organization46 47. Perceived As Highly CrediblePropagandaUn Control Frequency Of ExposureWord Of Mouth47 48. Very Less Control Media Black SheepTrainings & Development Program 48 49. DisAdvantagesAdvantages49 50. 50 51. Search Engine Optimization51 52. BannersPush TechnologiesInstertitialsSponsorshipsPop-ups 52 53. 53 54. 54 55. 55 56. 56 57. Target Audience Message Factoring Interactive Capability Information Access Sales Potential Speed Transaction & Information Economical 57 58. Chances Of Fraud Internet Snarls Clutter (chance Of No Exposure) Cost58