Unit II

Integrated Communication Mix

Communication – Meaning

Communication is the process of exchanging information, ideas or emotions through

various channels and in different ways. It involves encoding, transmitting, receiving

and decoding messages between individuals and groups. Communication is the

lifeline of any business. Effective communication ensures that the messages are clear

and understood, fostering better collaboration and relationships. It is important for

conveying intentions, making decisions, resolving conflicts and building connections

across personal and professional context.

7 C’s of Communication

C’s of Meaning
Communication

Clarity It is the soul of a message. Every message should be conveyed

in a clear manner. The person should know how and what to
say.
To achieve clarity, one should use common and simple
language, develop short paragraphs and effective sentences and
avoid unnecessary information
Conciseness This means wordiness, which is communicating what a person
wants to communicate in least possible words. A concise
message saves time and expense.
To achieve conciseness, one should remove wordy expressions,
avoid unnecessary repetition and include relevant material

Concreteness Communicating concretely means being meaningful, specific

and clear. Using available facts and figures adds to the
authenticity of the message.
To achieve concreteness, one should use clear and image
 building words, specific facts and figures and active voice than
passive voice.

C’s of Meaning
Communication

Completeness The message should be complete and convey all facts needed
by the audience. The sender needs to consider the receiver’s
mindset and provide all necessary information

Courtesy This means politeness. The sender should be sincerely polite,

fair, reflective and enthusiastic.
To achieve courtesy, one should be sincere, use expression,
showing respect and be thoughtful and appreciative. One
should avoid humor and discriminatory language.

Correctness It implies that the message should be grammatically correct.

The message should be exact, well-timed and correct. It should
use correct level of language. There should be proper
grammar, punctuation and spellings. Correct information
increases understanding and boosts confidence level.

Consideration It implies stepping in shoes of others. It focuses on making

sure that sender understands the mindset of the receiver and be
sincere and grateful towards the interests and beliefs of
receiver.

Importance of Communication

1. Enhances Relationships

Effective communication is the cornerstone of strong relationships. It enables

individuals to express thoughts, feelings, and needs clearly, fostering understanding

and empathy. By communicating openly and honestly, people build trust and resolve
misunderstandings, leading to more meaningful and supportive personal and

professional relationships.

2. Facilitates Collaboration

In team settings, communication is vital for collaboration and coordination. It ensures

that team members share information, align on goals, and work together efficiently.

Clear communication helps prevent confusion, reduces conflicts, and enhances

collective problem-solving, leading to more successful project outcomes and

smoother workflow.

3. Improves Decision-Making

Effective communication is crucial for informed decision-making. It involves

gathering relevant information, discussing options, and evaluating potential outcomes.

By facilitating the exchange of ideas and perspectives, communication helps teams

and individuals make well-informed decisions, minimizing risks and maximizing

benefits.

4. Supports Conflict Resolution

Conflicts are inevitable in any setting, but effective communication is key to resolving

them. It involves active listening, articulating concerns clearly, and seeking mutual

understanding. By addressing issues constructively and openly, parties can find

common ground, reach agreements, and maintain positive relationships.

5. Boosts Employee Engagement

In the workplace, communication significantly impacts employee engagement and

morale. Regular updates, clear expectations, and open dialogue between management

and staff help employees feel valued and informed. Engaged employees are more

motivated, productive, and committed to their roles and the organization’s goals

6. Enhances Learning and Development

Communication is essential for education and training. It involves explaining

concepts, providing feedback, and facilitating discussions. Effective communication

helps learners grasp new skills and knowledge more efficiently, contributing to

personal growth and professional development.

7. Promotes Organizational Efficiency

Within organizations, streamlined communication processes lead to greater efficiency.

Clear communication channels ensure that information flows smoothly, tasks are

coordinated effectively, and operations run without unnecessary delays. This

efficiency contributes to achieving organizational objectives and maintaining

competitive advantage.

8. Strengthens External Relationships

Communication extends beyond internal interactions to external relationships with

clients, partners, and stakeholders. Effective external communication helps build and

maintain positive reputations, address client needs, and foster partnerships. This

external communication is crucial for business development, customer satisfaction,

and overall success.

9. Facilitates Change Management

Communication is essential for managing organizational change. Clear, transparent

communication helps employees understand the reasons for change, the benefits, and

how it will affect them. By addressing concerns and providing regular updates,

organizations can ease transitions, reduce resistance, and help employees adapt more

effectively to new processes or structures.

10. Builds Brand Identity

Effective communication plays a key role in shaping and maintaining a brand’s

identity. Consistent and strategic messaging across various channels helps establish a
brand’s image, values, and mission. By conveying a clear and coherent message,

organizations can build brand loyalty, attract customers, and differentiate themselves

from competitors.

11. Encourages Innovation

Open and effective communication fosters an environment where ideas can be freely

exchanged and discussed. When team members feel comfortable sharing their

thoughts and suggestions, it leads to greater creativity and innovation. Collaborative

communication enables brainstorming, feedback, and exploration of new solutions,

driving continuous improvement and growth.

12. Ensures Crisis Management

During crises, communication is critical for managing the situation and maintaining

stability. Clear, accurate, and timely information helps stakeholders understand the

nature of the crisis, the organization’s response, and any actions they need to take.

Effective crisis communication helps mitigate damage, maintain public trust, and

coordinate efforts to resolve the issue.

Process of Communication
1. Sender:

The sender initiates the communication process by formulating and encoding a

message. The message represents the information or ideas that the sender intends to

communicate to the receiver. The sender’s goal is to convey the message clearly and

effectively to achieve specific objectives.

2. Message:

The message is the content or information being transmitted by the sender. It can be

verbal (spoken or written words), nonverbal (gestures, facial expressions, body

language), visual (images, graphs, symbols), or auditory (sounds, tones). The message

is structured and framed by the sender to ensure it is comprehensible and relevant to

the receiver.

3. Encoding:

Encoding is the process of translating thoughts, ideas, or feelings into a symbolic

form (words, gestures, symbols) that can be understood by the receiver. It involves

selecting appropriate words, organizing information, and applying cultural and

contextual considerations to effectively convey the intended message.

4. Channel:

The channel is the medium through which the encoded message is transmitted from

the sender to the receiver. Channels can be verbal (face-to-face conversations, phone

calls), written (letters, emails), visual (charts, presentations), or digital (social media,

video conferencing). The choice of channel influences how the message is perceived,

interpreted, and responded to by the receiver.

5. Receiver:

The receiver is the individual or group for whom the message is intended. They

decode the message by interpreting its content, meaning, and context based on their
knowledge, experiences, attitudes, and cultural background. Effective communication

requires that the receiver accurately understands the sender’s intended message.

6. Decoding:

Decoding is the process by which the receiver interprets and assigns meaning to the

message received from the sender. It involves extracting information, making sense of

the message, and relating it to one’s own knowledge and understanding. Decoding is

influenced by the receiver’s perceptions, biases, emotions, and previous experiences.

7. Feedback:

Feedback is the response or reaction of the receiver to the message sent by the sender.

It completes the communication loop by providing information about how the

message was received, understood, and interpreted. Feedback can be verbal (spoken

or written responses) or nonverbal (gestures, facial expressions), and it helps ensure

mutual understanding and effective communication.

8. Noise:

Noise refers to any interference or barriers that distort or disrupt the communication

process. It can be physical (background noise, poor audio quality), psychological

(prejudices, emotions), semantic (misinterpretation of words), or cultural (differences

in values and norms). Minimizing noise is crucial for enhancing clarity, accuracy, and

effectiveness in communication.

Stages of Communication Process

1. Initiation:

Communication begins when the sender decides to convey a message to the receiver.

The sender identifies the purpose, content, and desired outcomes of the

communication.

2. Transmission:
The sender encodes the message and selects an appropriate channel to transmit it to

the receiver. The message is delivered through verbal, written, or digital means,

taking into account the communication context and audience.

3. Reception:

The receiver receives the message through the chosen channel and begins the process

of decoding and interpreting its content and meaning. The receiver’s understanding

may be influenced by their perceptions, attitudes, and cultural background.

4. Feedback and Response:

The receiver provides feedback to the sender, indicating their understanding, reaction,

and response to the message. Feedback helps clarify misunderstandings, validate

understanding, and adjust future communication efforts to enhance effectiveness.

Communication Mix., Role, Components

Communication Mix. refers to the various methods and channels used by a business to

convey messages to its target audience. It encompasses advertising, public relations,

sales promotions, direct marketing, personal selling, and digital marketing. The

purpose of the communication mix is to create awareness, generate interest, and

persuade potential customers about the benefits of the company’s products or

services. By integrating different communication tools and strategies, businesses can

deliver consistent and compelling messages across multiple touchpoints. This holistic

approach ensures that all communication efforts are aligned, reinforcing the brand’s

image and fostering stronger connections with customers.

Role of Communication Mix.:

1. Building Brand Awareness:

Communication mix helps create and increase awareness about the brand and its

offerings. Through various channels like advertising, public relations, and social
media, businesses can reach a wide audience and make them aware of their products

or services.

2. Generating Interest and Demand:

By using engaging and persuasive messages, the communication mix stimulates

interest and generates demand for the company’s products or services. Promotional

activities, such as sales promotions and events, can encourage potential customers to

learn more and consider making a purchase.

3. Educating Customers:

Communication mix provides essential information to customers about the features,

benefits, and uses of a product or service. Through informative content in advertising,

brochures, websites, and direct marketing, businesses can help customers make

informed decisions.

4. Differentiating from Competitors:

Effective communication highlights what sets a company apart from its competitors.

By clearly communicating unique selling points (USPs) and differentiators through

various channels, businesses can position themselves as the preferred choice in the

market.

5. Building and Maintaining Relationships:

Communication mix helps build and sustain relationships with customers. Personal

selling, customer service, and engagement through social media create opportunities

for direct interaction, fostering loyalty and long-term connections.

6. Enhancing Brand Image and Reputation:

Public Relations and consistent messaging across all channels contribute to a positive

brand image and reputation. Managing how the brand is perceived helps build trust

and credibility with the target audience.

7. Encouraging Customer Action:

Communication mix motivates customers to take specific actions, such as making a

purchase, signing up for a newsletter, or attending an event. Clear calls-to-action in

advertising, direct marketing, and online campaigns drive customer engagement and

conversions.

8. Feedback and Market Insights:

Communication channels provide valuable feedback from customers, helping

businesses understand their needs, preferences, and perceptions. This information can

be used to refine products, services, and marketing strategies.

9. Supporting Sales Efforts:

Sales teams benefit from communication materials such as brochures, presentations,

and digital content that aid in convincing potential customers. Consistent messaging

supports the sales process and helps close deals.

10. Integrated Marketing:

Communication mix ensures that all marketing efforts are integrated and aligned.

Consistency across different channels and messages reinforces the brand’s identity

and maximizes the impact of marketing activities.

Elements of the Marketing Communication Mix:

Advertising:

Advertising involves paid communication through various media channels such as

television, radio, print, outdoor, and digital platforms. It aims to reach a large

audience and create brand awareness, promote products, and influence purchase

decisions.

Sales Promotion:
Sales Promotion includes short-term incentives or promotions designed to stimulate

immediate sales. Examples include discounts, coupons, contests, giveaways, and

loyalty programs. Sales promotions encourage customers to make a purchase or take

advantage of a special offer.

Public Relations (PR):

Public Relations involve managing the company’s image and reputation through

media relations, press releases, events, sponsorships, and community relations. PR

activities aim to generate positive publicity, build relationships with stakeholders, and

enhance brand credibility.

Personal Selling:

Personal Selling involves direct interaction between a salesperson and a potential

customer to present products or services, address customer needs, and close sales.

Personal selling allows for tailored communication and relationship-building,

particularly in B2B and high-involvement purchase situations.

Direct Marketing:

Direct Marketing involves communicating directly with individual customers or target

audiences through various channels such as email, direct mail, telemarketing, and

SMS. It allows for personalized communication and enables businesses to deliver

targeted messages and offers to specific segments.

Digital Marketing:

Digital Marketing encompasses various online channels and tactics to reach and

engage customers, including website content, search engine optimization (SEO),

search engine marketing (SEM), social media marketing, content marketing, email
marketing, and online advertising. Digital marketing offers cost-effective ways to

reach a global audience and drive engagement and conversions.

Social Media Marketing:

Social Media Marketing involves leveraging social media platforms such as

Facebook, Instagram, Twitter, LinkedIn, and YouTube to connect with customers,

build brand awareness, and engage in conversations. Social media allows businesses

to share content, interact with followers, and drive traffic to their website.

Content Marketing:

Content Marketing focuses on creating and distributing valuable, relevant, and

consistent content to attract and retain a target audience. Content types include blog

posts, articles, videos, infographics, eBooks, and podcasts. Content marketing aims to

educate, entertain, and inspire audiences while subtly promoting products or services.

Influencer Marketing:

Influencer marketing involves partnering with influential individuals or content

creators with large followings on social media platforms to promote products or

services. Influencers can help businesses reach their target audience authentically and

drive brand awareness and engagement.

Event Marketing:

Event Marketing involves organizing or sponsoring events such as trade shows,

conferences, seminars, product launches, and experiential marketing activations.

Events provide opportunities to showcase products, interact with customers face-to-

face, and create memorable brand experiences.

Process of Choosing Communication Mix

1. Identifying target audience

If you don’t know who your audience is, you can’t decide on what to communicate,

how to communicate, when, where and who will communicate the company’s

message. Therefore, the first step to building a marketing communication mix is to

identify your target audience.

2. Determine Communication Objectives

Companies must find out at what stage of buyer-readiness their consumers are

presently in. The six stages that consumers normally go through before buying a

product are – awareness, knowledge, liking, preference, conviction and purchase. For

more insights on creating the right marketing communications mix, skip right ahead

to this course on effectively managing your digital Marketing Campaign. You must

design your communication mix so as to address all these aspects as well as the

organization’s objectives in delivering the message and moving the target audience

towards a favorable stage.

3. Delivering the Message

Your promotional messages must not only be catchy and hold the consumers’

attention but also compel them to like your product and make a purchase. Putting the

message content together and choosing the appropriate communication media either

through personal or non-personal channels is an important part of delivering the right

message at the right time.

4. Setting up Promotional Budget

While there are innumerable ways to attract the customers, you need find out how

much you can spend on promotions. Budgeting based on the target consumers and

industry requirements is key to achieving promotional success.

5, Creating a Promotion Mix

Different companies have different marketing strategies wherein they use several

promotional tools like advertising, direct marketing, personal selling or online

marketing etc. Each tool has its own advantage and costs involved; therefore it is

important for you to choose the right marketing communications mix also called as

promotion mix.

Integrated Communication Mix (ICM) Meaning and

Importance

Integrated Communication Mix (ICM) is an approach to planning communications

that gives your small business the potential to get better results from your campaigns

and reduce marketing costs. Rather than relying on individual marketing efforts, like a

print ad campaign, an integrated approach simultaneously makes the best use of the

multiple channels available to modern businesses. By integrating tools such as

advertising, direct mail, social media, telemarketing and sales promotion, you provide

clarity, consistency and maximum communications impact.

Importance of Integrated Communication Mix (ICM)

1. Receive Better Results

In the traditional approach to marketing communications, businesses and their

agencies plan separate campaigns for advertising, press relations, direct marketing and

sales promotions. Integrated campaigns use the same communication tools to

reinforce each other and improve marketing effectiveness. In an integrated campaign,

you can use advertising to raise awareness of a product and generate leads for the

sales force.

By communicating the same information in press releases and feature articles, you

reinforce the messages in the advertising. You can then use direct mail or email to
follow up inquiries from the advertising or press campaigns and provide prospects

with more information. To help convert those prospects to customers, you can use

telemarketing to sell directly or make appointments for the sales team. An active

online presence on social media sites like Facebook and Twitter provide a further set

of tools for reaching out to your customer base.

2. Creative Consistency throughout Channels

In an integrated campaign, the different tools feature the same creative treatment. By

repeating the headlines, key phrases and images in each communication, you ensure

that prospects and customers receive consistent messages each time they see one of

the elements of the campaign. Creative consistency helps reinforce the basic

campaign themes by increasing the number of times prospects see or hear the same

message. By working consistently through several different channels, you can better

build awareness of your business name, brands, offers, catch phrases or other

messages you emphasize.

3. Overall Cost Savings

Creative consistency in your integrated campaigns can also save you money. By using

the same images and adapting the same copy for different media, you reduce copy-

writing, design and photography costs. Expensive video production output can be

used in multiple media like television, YouTube and Facebook. If you work with

external communications suppliers, you may be able to reduce agency fees by

working with a single firm that offers integrated communications services, rather than

separate specialist agencies.

4. Aligning with Customer Preferences

An integrated campaign helps you provide customers with information in the format

they prefer. Consumers and business customers can specify if they want to receive
product information via email, direct mail, text message or telephone. Clients that you

do not reach directly can still benefit from your campaigns by viewing your print ads

or hearing your radio and TV spots. Integration ensures that customers and potential

customers receive the same information in all communications. You can also meet the

needs of customers who search the Internet for product information by integrating

your website design and content with other communications.

Branding and its Importance

Branding is crucial for businesses as it creates a unique identity, fosters trust and

loyalty, and helps differentiate a company from competitors, ultimately boosting

recognition, sales, and overall value.

A brand is the identity and story of a company that makes it stand out from

competitors that sell similar products or services. The goal of branding is to earn

space in the minds of the target audience and become their preferred option for doing

business.

Branding is the process of creating the brand identity of a company. This process also

delivers materials that support the brand, like a logo, tagline, visual design, or tone of

voice.

Companies that create strong brands know that their brand identity needs to live

everywhere. They know their names extend far beyond the label and can entice

consumers to choose their products out of a lineup of options.

For example, the Coca-Cola brand has one of the most recognizable logos

around the world. The classic red and white lettering, vibrant artwork, and

distinctive font have captured buyers' attention for over a century.

Importance of branding

1. Increase recognition
Recognition is how a company becomes identifiable in the minds of consumers.

Branding through the use of elements like logo and colors helps establish an identity

different from similar products and services on the market, assisting a brand in

becoming successful and chosen above its competitors.

2. Attract new customers

Strong branding leaves a positive impression and communicates a sense of

consistency and dependability among customers looking for trust in a product. A solid

brand generates natural word-of-mouth advertising, which is a marketing strategy that

costs a company nothing but results in higher amounts of new customer generation.

3. Retain existing customers

After establishing a solid brand, branding helps to retain existing customers by

providing consistent quality consumers come to expect.

4. Increase business value

In working to generate new customers and retain existing ones, successful branding

increases business value by providing a company with stronger leverage in the

industry.

5. Connect with the target audience

Through marketing research and data collection, branding helps you connect with the

target audience and establish yourself as an expert in the industry through consistency

and presence. Becoming easily identifiable solidifies a deeper connection to

consumers and communicates your company's ideals and values.