Marketing Communication
One of the basic concepts of marketing is the marketing mix, which is said to be the set of controllable variables and their levels which marketer uses to influence the target market (Kotler, 1997). The tools used in order to reach and control the target market, are collectively known as the elements of the marketing mix, or the four Ps, including product, price, place, and promotion. (Zeithamal, Bitner, 1996) Promotion, also referred to as marketing communication, is the way of communicating the information of product, price, and place to the consumers (Wells, Burnett & Moriarty, 2000).
Czinkota & Ronkainen (2001) further address marketing communication to be the establishing of commonness between two parties in a communication process. According to Kotler (2003) it is essential to emphasize the importance of effective communication because of the geographical and psychological distances that separate companies from intermediaries and customers. Figure 1.1 below shows the communication process with its fundamental elements.
As clear from the figure 1.1 all the nine elements of the communication process together have the possibility to create effective communication between marketers and their intermediaries and customers. Among these sender and receiver are the active parties in a communication; encoding, decoding, response, and feedback are the communication functions; message and media are the communication tools; and noise is everything that interferes with the intended communication.
In order to get messages through, marketers must encode their messages in a way that takes into account how the target audience usually decodes messages. They must also use an efficient media through which to transmit the message and reach the target audience. By the use of the chosen media, marketers should develop appropriate feedback channels to monitor response to the message. Communication can take place through traditional media such as newspapers, magazines, radio, television, and billboards, but also through media such as computers, fax machines, cellular phones, pagers, and wireless appliances.
(Kotler, 2003) In order to form a total marketing communication program to reach selected target markets, several tools are available with marketer. These tools are related communication techniques, also referred to as the promotional mix (Wells, et al., 2000) and include sponsorship, public relations, sales promotion, direct marketing, personal selling, and advertising (Czinkota & Ronkainen, 2001).
Introduction and Purpose of Advertising
The term ‘Advertising is derived from the Latin word ‘advert’ means ‘to turn, the attention. Advertising aims to turn the attention of onlooker towards a product, service or idea. Advertising is known as the activity of attracting public attention to a product or business as by paid announcement in the print, broadcast or electronic media. Today, advertisements are everywhere. On television, on the internet, radio, billboards and even on the empty coffee mug of our desk. Advertising has successfully transcended from one of the most interruptive commercial medium of modern times to something that everyone wants a piece of.
It performs one of the most important functions in society that is to inform; it gives people the power of choice; the power of knowledge that helps them make important decisions every day.
There are various schools of thought, different opinions and diverse points of view but all of these collide into something that we all agree upon. That it is probably one of the most powerful influencers of human behaviour since religion.
Marketing Gurus have defined Advertising as: “Any paid form of nonpersonal presentation and promotion of ideas, goods, or services through mass media such as newspaper, magazine, television or radio by an identified sponsor.”( Kotlar, Armstrong, Sounder and wong) Advertising, in its non-commercial guise, is a powerful educational tool capable of reaching and motivating large audiences. "Advertising justifies its existen
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