mgwš^Z wecYb †hvMv‡hvM

Integrated Marketing Communication

12

cÖwZ‡hvwMZvc~Y© e¨emvq cwi‡e‡k †µZv I †fv³vi Kv‡Q cY¨ I cÖwZôvb m¤ú‡K©i cwiwPwZ Ges hveZxq Z_¨ Zz‡j
ai‡Z wecYb cÖmvi I †hvMv‡hvM Kvh©µg Acwinvh©| GB Kvh©µ‡gi gva¨‡g c‡Y¨i evRvi m„wó Kiv hvq mv‡_ mv‡_
†µZv I †fv³v‡`i mv‡_ `xN©‡gqv‡` mym¤úK© ivLv m¤¢e nq| G BDwb‡U wecYb ‡hvMv‡hvM Ges ‡hvMv‡hv‡Mi wewfbœ
c×wZ m¤ú‡K© Rvb‡Z cvi‡eb| cÖ_g cv‡V wecYb †hvMv‡hvM Kx Ges wecYb †hvMv‡hv‡Mi wgkÖY m¤ú‡K© Av‡jvPbv
Kiv n‡q‡Q| wØZxq cv‡V ‡hvMv‡hvM c×wZ g‡Wj eY©bv Kiv n‡q‡Q Ges me©‡k‡l Z…Zxq cv‡V Kvh©Ki †hvMv‡hvM
Dbœq‡bi c`‡ÿcmg~n m¤^‡Ü e¨vcK aviYv †`Iqv n‡q‡Q|

BDwbU mgvwßi mgq BDwbU mgvwßi m‡e©v”P mgq `yB mßvn

GB BDwb‡Ui cvVmg~n
cvV - 12.1 : wecYb ‡hvMv‡hvM I wecYb †hvMv‡hvM wgkÖY
cvV - 12.2 : wecYb †hvMv‡hvM c×wZ
cvV - 12.3 : Kvh©Ki †hvMv‡hvM Dbœq‡bi c`‡ÿcmg~n
mgwš^Z wecYb †hvMv‡hvM

cvV-12.1 wecYb ‡hvMv‡hvM I wecYb †hvMv‡hvM wgkÖY

Marketing Communication and Marketing Communication Mix
D‡Ïk¨
G cvV †k‡l Avcwb-

wecYb †hvMv‡hvM Kx Zv ej‡Z cvi‡eb Ges

wecYb †hvMv‡hvM wgkÖY m¤ú‡K© eY©bv Ki‡Z cvi‡eb|
wecYb ej‡Z †µZv I †fv³vi Pvwn`v c~iY Kivi D‡Ï‡k¨, cY¨ ev †mev cÖ¯Z ‘ K‡i `ÿZvi mv‡_ Zv‡`i wbKU
†cuŠQv‡bvi mv‡_ RwoZ mKj Kvh©vejx‡K †evSvq| wecY‡bi ¸iæZ¡c~Y© KvR n‡jv ‡µZv, ‡fv³v, mieivnKvixmn
wewfbœ c‡ÿi mv‡_ †hvMv‡hvM K‡i Zv‡`i mv‡_ m¤úK© ˆZwi I mym¤úK© eRvq ivLv| Avevi, †µZv ev †fv³v GB
wecYb †hvMv‡hv‡Mi gva¨‡g wecYbKvixi cY¨ ev †mev GgbwK Zvi cÖwZôvb m¤ú‡K© Rvb‡Z cv‡i|
wecYb †hvMv‡hvM
Marketing Communication
†Uwjwfkb †`Lvi mgq ev msev`cÎ covi mgq wewfbœ cÖwZôv‡bi weÁvcb †`L‡Z cvIqv hvq| Gme weÁvcb w`‡q
wecYbKvix cÖwZôvb cY¨ ev †mev m¤ú‡K© †µZv‡`i Z_¨ Rvbv‡Z †Póv K‡i| eZ©gvb cÖwZ‡hvwMZvi hy‡M wecYbKvix
bZzb evRvi m„wó I eZ©gvb evRvi‡K a‡i ivLvi Rb¨ GB me gva¨g e¨envi K‡i †hvMv‡hvM K‡i| wecYb †hvMv‡hvM
n‡jv wecYbKvixi mKj ai‡bi cÖ‡Póv hvi D‡Ïk¨ n‡jv Zvi cY¨ ev †mev m¤ú‡K© †fv³v‡K AeMZ Kiv, cÖ‡ivwPZ
Kiv Ges ¯§iY Kwi‡q †`Iqv|
wecYbKvix †hvMv‡hv‡Mi gva¨‡g †fv³vi mv‡_ m¤úK© ˆZwi Ki‡Z I m¤úK© a‡i ivL‡Z cv‡i| wecYb †hvMv‡hv‡Mi
gva¨‡g GKRb bZzb ‡µZv wbw`©ó cY¨ ev †mev †K‡bv, Kxfv‡e, †Kv_vq I KLb µq I e¨envi Ki‡e †m m¤ú‡K©
aviYv Ki‡Z cv‡i| Avevi, Av‡MI e¨envi K‡i‡Qb Ggb †µZv †mB cY¨ I wecYbKvix m¤ú‡K© cwi®‹vi aviYv
wb‡Z cv‡i- GB wecYb †hvMv‡hv‡Mi gva¨‡g| wecYb †hvMv‡hv‡Mi gva¨‡g †fv³v cY¨ m¤ú‡K© Rvb‡Z cv‡i I cY¨
µq Ki‡Z AvMÖnx nq d‡j c‡Y¨i weµq e„w× cvq| wewfbœ Kvi‡Y wecYb †hvMv‡hvM cwi‡e‡ki cwieZ©b n‡”Q| Gi
g‡a¨ i‡q‡Q- eZ©gv‡b cÖhyw³ I Ab¨vb¨ mvgvwRK I A_©‰bwZK MwZkxjZvi Kvi‡Y †fv³v‡`i mv‡_ †hvMv‡hvM
cÖwµqv cwiewZ©Z n‡”Q| ¯§vU©‡dvb, Iq¨vi‡jm, B›Uvi‡bU myweav BZ¨vw`i e¨envi †e‡o hvIqvi d‡j cÖPwjZ
†hvMv‡hvM gva¨g
‡hgb- ‡Uwjwfkb, B‡f›Um I
†iwWI ev msev`cÎ Rbms‡hvM I
AwfÁZv cÖPvi
Av‡Mi g‡Zv e¨envi
Kiv n‡”Q bv| e¨w³K weµq AbjvBb I
†Uwjwfkb ev mvgvwRK gva¨g
wecYb †hvMv‡hvM
msev`c‡Îi g‡Zv wgkÖY
MZvbyMwZK †hvMv‡hvM weµq cÖmvi
gva¨g¸‡jvi gvÎvwi³ †gvevBj
e¨envi †fv³v‡`i wecYb
gv‡S AbvMÖn ˆZwi weÁvcb mivmwi I †WUv‡em
Ki‡Q d‡j †fv³viv wecYb
wecYbKvixi
wPÎ 12.1: wecYb †hvMv‡hvM wgkÖY
mieivnK…Z ev cÖPvwiZ

BDwbU ev‡iv c„ôvÑ166

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Z_¨ ev msev` Lye `ªæZB fz‡j hv‡”Q| ïay ZvB bq A‡bK mgq AvKl©Yxq bv nevi Kvi‡Y cÖPv‡ii ïiæ‡ZB AvMÖn
nvwi‡q hvIqvq †Uwjwfk‡bi P¨v‡bj cwieZ©b Ki‡Q ev cwÎKvi cvZv D‡ë †dj‡Q| G Kvi‡Y wecYbKvix‡K
AvKl©Yxq I m„RbkxjZvi mv‡_ bZzb I Kvh©Ki wecYb †hvMvv‡hvM gva¨g wbe©vPb, Z_¨ mvRv‡bv I cÖPvi Kiv
cÖ‡qvRb|
wecYb †hvMv‡hvM wgkÖY
Marketing Communication Mix
AvaywbK cÖhyw³i e¨envi †e‡o hvevi Kvi‡Y wecYb †hvMv‡hv‡Mi Rb¨ bZzb bZzb gva¨g AšÍfy©³ n‡”Q| hw`I
weÁvcb cÖPvi n‡jv me‡P‡q cÖPwjZ I RbwcÖq †hvMv‡hvM gva¨g, wKš‘ eZ©gv‡b wewfbœ cvi¯úwiK wg_w®Œq
(Interactive) cÖwµqv e¨eüZ n‡”Q| †µZv I †fv³vi mv‡_ †hvMv‡hvM Kvh©Ki Kivi Rb¨ cÖPwjZ †hvMv‡hvM
gva¨‡gi mv‡_ bZzb bZzb †hvMv‡hv‡Mi gva¨‡gi e¨envi Kiv n‡”Q| wecYb †hvMv‡hvM wgkÖ‡Y cÖavbZ AvU ai‡bi
†hvMv‡hv‡Mi gva¨g i‡q‡Q; Zv 12.1 wP‡Î ‡`Lv‡bv n‡q‡Q|
mviYx bs 12.1 I 12.2 G wecYb wgkÖ‡Yi Dcv`vb¸‡jvi gva¨gmg~n I ˆewk󨸇jv mswÿß AvKv‡i Zz‡j aiv
n‡q‡Q| wb‡¤œ wecYb †hvMv‡hvM wgkÖ‡Yi Dcv`vb¸‡jv Av‡jvPbv Kiv n‡jv-
1. weÁvcb (Advertising): weÁvc‡bi GKwU †hvMv‡hvM gva¨g, hvi gva¨‡g cY¨ m¤ú‡K© †µZv‡K AewnZ
Kiv nq, AvK…ó Kiv nq Ges cY¨ µ‡q DØy× Kiv nq| Philip Kotler & Gary Armstrong Gi g‡Z,
ÒweÁvcb n‡jv ‡Kvb wbw`©ó D‡`¨v³v KZ…K © A‡_©i wewbg‡q ‡Kvb aviYv, cY¨ ev †mevi Ae¨w³K Dc¯’vcbv
I cÖmvi|Ó weÁvcb wewfbœ gva¨g‡K e¨envi K‡i cÖPvi Kiv nq| Gi g‡a¨ i‡q‡Q gy`Yª gva¨g (cwÎKv I
msev`cÎ), m¤úªPvi gva¨g (†eZvi I †Uwjwfkb), †bUIqvK© gva¨g (†Uwj‡dvb, K¨vej, m¨v‡UjvBU,
Iqvi‡jm) B‡j±ªwbK gva¨g (AwWI‡Uc, wfwWI‡cU, wfwWI wW¯‹, wmwW †ivg (CD-ROM), I‡qe †cBR
Ges cÖ`k©b gva¨g (wej‡evW©, mvBb‡evW©, †cvóvi)|
2. weµq cÖmvi (Sales Promotion): †µZv‡`i I †fv³v‡`i gv‡S ¯^í mg‡qi Rb¨ weµq evov‡bvi GKwU
†KŠkj n‡jv weµq cÖmvi| G m¤ú‡K© Philip Kolter & Gary Armstrong G e‡j‡Qb, Òweµq cÖmvi n‡”Q
cY¨ ev †mev µq ev weµ‡q DrmvwnZ Kivi ¯^íKvjxb DÏxcbv|Ó †fv³v‡`i gv‡S weµq cÖmv‡ii Rb¨
†mŠRb¨ cY¨ weZiY, bgybv cY¨ weZiY, Kzcb, cyi¯‹vi cÖ`vb BZ¨vw` †KŠkj MÖnY Kiv nq| Avevi
e¨emvwqK weµq cÖmv‡ii Rb¨ cÖ`k©bx Qvo, e¨emvwqK Qvo, weµqagx©i cÖwZ‡hvwMZvmn BZ¨vw`i Av‡qvRb
Kiv nq|
3. B‡f›Um I AwfÁZv (Events & Experiences): wecYbKvix mgqwfwËK wewfbœ B‡f›Um, Abyôvb ev
AwfÁZv cÖ`vb Kivi Rb¨ Av‡qvRb K‡i| GBme B‡f›Um I AwfÁZviv gva¨‡g wecYbKvix
AbvbyôvwbKfv‡e wbw`©ó †µZv‡`i wbKU cY¨ ev †mevi msev` †cŠ‡Q w`‡q _v‡K| †hgb- cÖwZôv‡bi el©c~wZ©
Dcj‡ÿ Abyôvb, †UªW †kv Av‡qvRb, µxov Abyôvb, wPÎ cÖ`k©bx, I‡cb Gqvi KbmvU© BZ¨vw`|
4. Rb ms‡hvM I cÖPvi (Public Relations and Publicity): cÖwZôvb m¤ú‡K© AbyK~j cÖ‡ivPbv AR©‡bi Rb¨
wewfbœ ai‡Yi c`‡ÿc MÖnY K‡i| †hgb- Rb‡Mvwôi mv‡_ mym¤úK© ¯’vcb, fv‡jv K‡cv©‡iU fveg~wZ© AR©b|
Avevi, Rb ms‡hv‡Mi ‡ÿ‡Î cÖwZK~j msev` I NUbv‡K h_vh_fv‡e Dc¯’vcb K‡i †hb Rb‡Mvôxi g‡a¨
FYvZ¥K aviYv ˆZwi bv nq| Philip Kotler Rbms‡hvM m¤ú‡K© e‡jb †h, ÒAbyK~j cÖPvi jvf, fvj
K‡c©v‡iU B‡gR M‡o †Zvjv I cÖwZK‚j ¸Re, MíKvwnbx Ges NUbvi wbqš¿Y ev cÖwZnZ Kivi gva¨‡g bvbv
ai‡bi RbM‡Yi m‡½ cÖwZôv‡bi fvj m¤úK© M‡o †Zvjvi KvR n‡”Q Rbms‡hvM|Ó Zvn‡j †`Lv hv‡”Q,
Rbms‡hvM GKUv e¨vcK aviYv hvi g‡a¨ mKj ai‡bi Kvh©vejx RwoZ, hvi Rb¨ †Kvb A_© †KD cÖ`vb K‡i
bv| ZvB A‡bK we‡klÁ cÖPvi‡K Rbs‡hv‡Mi Ask wn‡m‡e †`wL‡q‡Qb| wecYb cÖmv‡i cÖPvi‡K c‡ivÿ
cÖwµqv wn‡m‡e e¨envi Kiv nq| KviY wecYb cÖwµqvq cÖPvi mnvqK f‚wgKv cvjb K‡i| mnR A‡_©, †Kvb
iKg mvsMVwbK D‡`¨vM Qvov GKwU cÖwZôv‡bi cY¨ I †mevi msev` RbmvaviY‡K Rvbv‡Z cviv‡K cÖPvi

BDwbU ev‡iv c„ôvÑ 167

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e‡j| cÖPvi Kvh©µ‡g wecYbKvix‡K †Kvb A_© e¨q Ki‡Z nq bv| Gi gva¨‡g cY¨, †mev I cÖwZôv‡bi
cwiwPwZ I mybvg ˆZwi Kiv nq| Ab¨w`‡K cÖPvi m¤ú‡K© Philip Kotler & Gary Armstrong Gi g‡Z,
ÒD‡`¨v³v KZ©„K A_© cÖ`vb e¨ZxZ Rbmvavi‡Yi wbKU cÖKvk cvq Ggb †Kv‡bv gva¨‡g ¸iæZ¡c~Y© evwYwR¨K
Z_¨ cÖKvk ev †iwWI, †Uwjwfkb A_ev g‡Â †Kv‡bv cY¨, †mev ev e¨emvq cÖwZôv‡bi msev` Dc¯’vc‡bi
gva¨‡g evwYwR¨K Pvwn`v m„wói ‡Póv n‡jv cÖPvi|Ó
5. e¨w³K weµq (Personal Selling): ‡fvM¨ c‡Y¨i †_‡K e¨emvq c‡Y¨i †ÿ‡Î e¨w³K weµq AwaK
Kvh©Ki| e¨w³K weµq n‡jv GKai‡Yi †gŠwLK Dc¯’vcbv hvi gva¨‡g †µZv-we‡µZvi g‡a¨ K‡_vcK_‡bi
gva¨‡g cY¨ ev †mevi wewbgq nq| Philip Kotler & Gary Armstrong-Gi g‡Z, Òe¨w³K weµq n‡jv
cÖwZôv‡bi weµq Kgx©i e¨w³K Dc¯’vcb hvi D‡Ïk¨ n‡jvweµq KvR m¤úbœ Kiv Ges †µZvi mv‡_
e¨emvwqK m¤úK© M‡o †Zvjv|Ó

1. weÁvcb 2. weµq cÖmvi 3. e¨w³K weµq 4. Rbms‡hvM I cÖPvi

 gy`Yª I m¤úªPvi gva¨‡g  cÖwZ‡hvwMZv  weµq Dc¯’vcbv  e³…Zv
weÁvcb (Competition)  weµq mfv  †mwgbvi
 c¨v‡KwRs (Packaging)  jUvwi (Lottary)  DÏxcK Kvh©µg  evwl©K cÖwZ‡e`b
 wm‡bgv (Cinema)  weZiY  †gjv I evwYR¨ cÖ`kbx©  cÖKvkbv
 †cvóvi I wjd‡jU  Kzcb (Coupon)  cwÎKv,
(Poster & Leaflet)  †gjv  msev`wjwc
 wej‡evW© (Bill board)  Kzcb  `vZe¨ `vb
 mvBb‡evW© (Signboard)  Qvo  mgvR †Mvôxi mv‡_ m¤úK©
 wW‡i±wiR (Directories)  Dcnvi
 cÖ`kbx©
 †mŠRb¨ cY¨ weZiY
5. B‡f›Um I AwfÁZv 6. AbjvBb I mvgvwRK 7. †gvevBj wecYb 8. mivmwi I †WUv‡em
gva¨g wecYb
 µxov Av‡qvRb  I‡qemvBU (Website)  evZ©v  K¨vUvjM (Catalog)
 wb‡ev`b  B‡gBj (Email)  AbjvBb wecYb  †Uwjgv‡K©wUs
 c_ Kvh©µg  mvP© A¨vW (Search  mvgvwRK gva¨g wecYb (Telemarketing)
 KviLvbv mdi Ads)  A¨vcm  B‡j±ªwbK kwcs
 wkíKjv cÖmvi Kvh©µg  †Kv¤úvwb eøMm  d¨v·
KJmg  P¨vUiæg, †dvivg  wfwWI kwcs
 †dmeyK, UzBUvi
 BDwUDe P¨v‡bj
 wfwWIm
mviYx 12.1: AvU ai‡bi wecYb †hvMv‡hvM wgkÖ‡Yi Dcv`vbmg~n
6. AbjvBb I mvgvwRK gva¨g wecYb (Online and Social-media Marketing): B›Uvi‡bU e¨envi K‡i ev
m¤¢ve¨ †µZvi Rb¨ AbjvBb Kg©KvÐ Ges Kvh©µg Av‡qvRb Kiv nq G ai‡bi wecY‡b| B‡gBj, †dmeyK,
UzBUvi, I‡qemvBU BZ¨vw`i gva¨‡g G wecY‡b cÖZ¨ÿ ev c‡ivÿfv‡e m‡PZbZv m„wó, eªvÛ B‡gR m„wó ev
cY¨ ev †mevi weµq evov‡bvi Rb¨ KvR Kiv nq|
7. †gvevBj wecYb (Mobile Marketing): AbjvBb wecY‡bi GKwU we‡kl fvM n‡jv †gvevBj wecYb|
†fv³vi mv‡_ †hvMv‡hv‡Mi Rb¨ GB wecY‡b gy‡Vv‡dvb, ¯§vU©‡dvb, U¨ve‡jU BZ¨vw` hš¿ (Device) e¨envi
Kiv nq|

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8. mivmwi I †WUv‡em wecYb (Direct & Database Marketing): †Uwj‡dvb, d¨v·, B‡gBj A_ev
B›Uvi‡bU e¨envi K‡i mivmwi eZ©gvb m¤¢ve¨ †µZvi mv‡_ †hvMv‡hvM Kiv nq| G wecY‡bi gva¨‡g
mivmwi wbw`©ó †µZvi mv‡_ †hvMv‡hvM K‡i cY¨ m¤ú‡K© Rvbv‡bv nq Avevi †µZvi KvQ †_‡K ZvrÿwYK
cÖwZwµqv Rvbv hvq|
mgwš^Z wecYb †hvMv‡hvM cÖwµqv
Integrated Marketing Communications
cÖhyw³MZ Dbœqb, bZzb †hvMv‡hvM gva¨g Ges
wek¦vq‡bi Kvi‡Y eZ©gv‡bi †fv³viv A‡bK †ewk
m‡ZPb Ges Pvwn`vm¤úbœ| †fv³viv mn‡RB †h‡Kv‡bv
cY¨ ev †mev m¤úwK©Z Z_¨ msMÖn, we‡kølY, mgMÖ
c„w_exi †h‡Kv‡bv cÖv‡šÍi mgRvZxq c‡Y¨i mv‡_ Zzjbv
Ki‡Z cv‡i| GKB mv‡_ we‡k¦i †h‡Kv‡bv cÖvšÍ †_‡K
AwaK f¨vjy m¤úwK©Z cY¨ msMÖn Ki‡Z mÿg|
B›Uvi‡bU, wewfbœ I‡qemvBU, mvgvwRK †hvMv‡hvM
gva¨g Ges B‡jKUªwbK gva¨g †fv³v‡`i AwaK
Pvwn`v Ges cY¨ hvPvB‡qi Rb¨ Db¥y³ myweav w`‡q
hv‡”Q| GgZve¯’vq wecYbKvix‡K Zvi wecYb
wgkÖ‡Yi nvwZqvimg~n‡K mZK©Zvi mwnZ mgwš^Zfv‡e
cwiPvjbv Ki‡Z nq| GB cÖqvm‡K mgwš^Z wecYb
†hvMv‡hvM cÖwµqv ejv nq| Philip Kotler & Gary
wPÎ bs 12.2: mgwš^Z wecYb †hvMv‡hvM
Aramstrong-Gi g‡Z, ÒcÖwZôvb Ges Zvi cY¨
m¤úwK©Z ¯úó, mvgÄm¨c~Y© Ges Av‡e`bgqx evZ©v
†cÖi‡Yi Rb¨ †hvMv‡hv‡Mi gva¨g¸‡jv‡K GKÎxKiY I mgš^q mvab‡K mgwš^Z wecYb †hvMv‡hvM e‡j|Ó A‡bK
cÖwZôvb †hvMv‡hv‡Mi GKwU ev `ywU nvwZqv‡ii Ici wbf©i K‡i wU‡K _vKvi †Póv Ki‡jI mdjZvi Rb¨
†hvMv‡hv‡Mi me nvwZqvi AZ¨šÍ `ÿZvi mv‡_ e¨envi Ki‡Z nq| G‡ÿ‡Î gva¨gmg~n mgš^q Kiv †h‡Z cv‡i|
fv‡jv djvdj jv‡fi Rb¨ wewfbœ gva¨g wKsev GKB gva¨‡gi g‡a¨ A_©vr e¨w³K I wbe©¨w³K †hvMv‡‡hvM cÖYvwji
g‡a¨ mgš^q mvab Kiv †h‡Z cv‡i| †gvUK_v, wecYb †hvMv‡hv‡Mi nvwZqvimg~‡ni mymgš^‡qi gva¨‡gB cÖvwZôvwbK
D‡Ïk¨ Ges mdjZv AwR©Z nq|

mvims‡ÿc:

wecYbKvix †hvMv‡hv‡Mi gva¨‡g †fv³vi mv‡_ m¤úK© ˆZwi Ki‡Z I Zv a‡i ivL‡Z cv‡i| wecYb †hvMv‡hv‡Mi
gva¨‡g †fv³v wbw`©ó cY¨ ev †mev †K‡bv I Kxfv‡e e¨envi Ki‡e Zv Rvb‡Z cv‡i| wecYbKvix‡K AvKl©Yxq I
m„RbkxjZvi mv‡_ wecYb †hvMvv‡hvM gva¨g wbe©vPb, Z_¨ mvRv‡bv I cÖPvi Kiv cÖ‡qvRb| AvaywbK cÖhyw³i
e¨envi †e‡o hvevi Kvi‡Y wecYb †hvMv‡hv‡Mi Rb¨ bZzb bZzb gva¨g AšÍfy©³ n‡”Q| hw`I weÁvcb cÖPvi n‡jv
me‡P‡q cÖPwjZ I RbwcÖq †hvMv‡hvM gva¨g| eZ©gv‡b wewfbœ cvi¯úwiK wg_w®Œq cÖwµqv e¨eüZ n‡”Q| wecYb
†hvMv‡hvM wgkÖ‡Y cÖavbZ AvU ai‡bi †hvMv‡hv‡Mi Dcv`vb i‡q‡Q; †m¸‡jv n‡jv- weÁvcb, weµq cÖmvi,
B‡f›Um I AwfÁZv, Rb ms‡hvM I cÖPvi, e¨w³K weµq, AbjvBb I mvgvwRK gva¨g wecYb, †gvevBj wecYb
Ges mivmwi I †WUv‡em wecYb| wecYbKvix‡K Zvi wecYb wgkÖ‡Yi nvwZqvimg~n‡K mZK©Zvi mv‡_
mgwš^Zfv‡e cwiPvjbv Kivi cÖqvm‡K mgwš^Z wecYb †hvMv‡hvM cÖwµqv ejv nq|

BDwbU ev‡iv c„ôvÑ 169

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cvV-12.2 wecYb †hvMv‡hvM c×wZ

Marketing Communication Process
D‡Ïk¨
G cvV †k‡l Avcwb-

‡hvMv‡hvM c×wZ g‡Wj m¤ú‡K© Av‡jvPbv Ki‡Z cvi‡eb|

‡hvMv‡hvM c×wZ g‡Wj

Communication Process Models
wecYb †hvMv‡hv‡Mi gva¨‡g wecYbKvix †µZv I †fv³vi mv‡_ †hvMv‡hvM ¯’vcb K‡i| G Kvi‡Y wecYbKvix‡K
Kvh©Ki †hvMv‡hv‡Mi Rb¨ †hvMv‡hv‡Mi †gŠwjK Dcv`vb¸‡jv m¤ú‡K© Rvbv cÖ‡qvRb| †hvMv‡hvM n‡jv GKwU cÖwµqv
hvi gva¨‡g msev` ev Z_¨ †cÖiY †_‡K ïiæ K‡i †mB Z_¨ ev msev` MÖnY ch©šÍ MwZaviv‡K †evSvq| G †ÿ‡Î (1)
g¨v‡µv g‡Wj I (2) gvB‡µv g‡Wj ¸iæZ¡c~Y|© wb¤œ Zv Av‡jvPbv Kiv n‡jv:

1. g¨v‡µv g‡Wj (Macro Model of the Communication Process): †hvMv‡hvM c×wZi g¨v‡µvg‡Wj G

†cÖiK ms‡KwZKiY evZ©v gva¨g ms‡K‡Zi cv‡Vv×vi cÖvcK

cÖwZeÜKZv

djveZ©b cÖwZwµqv

wPÎ 12.3: †hvMv‡hvM cÖwµqvi Dcv`vbmgyn

bqwU Dcv`vb i‡q‡Q| hv wPÎ 12.3 G †`Lv‡bv n‡q‡Q| †hvMv‡hvM cÖwµqvq me©c_Ö g evZ©v †cÖiK ev
†hvMv‡hvMKvix Kx welq wb‡q †hvMv‡hvM Ki‡e, †m welqwU wVK Ki‡Z nq| A_©vr, †cÖiK Kx wel‡q, KLb,
†Kv_vq, Kxfv‡e †hvMv‡hvM Ki‡Z Pvq Zvi GKwU iƒc‡iLv wba©viY Ki‡e| ZvB, †hvMv‡hvM cÖwµqvi G
¯Íi‡K cwiKíbv ¯ÍiI ejv n‡q _v‡K| cÖvcK ‡hb mn‡RB g~j welqwU Dcjwä Ki‡Z cv‡i GRb¨ †cÖiK‡K
wewfbœ kã, ms‡KZ, cÖZxK ev †Kv‡Wi mvnv‡h¨ myk„•Ljfv‡e I mn‡R †evaMg¨ fvlvq †cÖiY Ki‡Z nq †hb
cÖvcK mn‡R eyS‡Z cv‡i| cÖvc‡Ki wbKU evZ©vwU †cÖi‡Yi Rb¨ wbw`©ó †Kv‡bv gva¨‡gi mvnvh¨ wb‡Z nq|
mvaviYZ †gŠwLK K_vevZ©v, wjwLZ cªwZ‡e`b, †gvevBj, †Uwj‡dvb, †Uwjwfkb, †iwWI, d¨v·, B›Uvi‡bU,
B-‡gBj, cÎ-cwÎKv cÖf…wZ †hvMv‡hv‡Mi gva¨g wn‡m‡e e¨eüZ n‡Z cv‡i| G Qvov kã, aŸwb, ms‡KZ,
cÖZxK, wPý, †cÖi‡Ki g‡bvfve, e¨w³Z¡, c`gh©v`v, wbieZv cÖf…wZI †hvMv‡hv‡Mi gva¨‡g wn‡m‡e e¨eüZ
n‡q _v‡K| †hvMv‡hvMKvix‡K evZ©v cÖi‡Yi Rb¨ myweavRbK GK ev GKvwaK gva¨g evQvB K‡i wb‡Z nq|
gva¨g wbe©vPb Kivi ci evZ©v †cÖiYKvix ‡mB gva¨g e¨envi K‡i evZ©v MÖnxZv ev cÖvc‡Ki wbKU †cÖiY K‡i
_v‡K| Avi evZv© †cÖi‡Yi ci cÖvc‡Ki cÿ †_‡K †Kv‡bv cÖwZwµqv bv Avmv ch©šÍ †hvMv‡hvM Kvh©µg eÜ
_v‡K| Z‡e, †gŠwLK †hvMv‡hv‡Mi †ÿ‡Î mvaviYZ ZvrÿwbKfv‡e cÖwZwµqv cvIqv hvq| ‡hvMv‡hvMKvix †h
evZ©v †cÖiY K‡ib Zv cÖvcK MÖnY K‡i _v‡Kb| A‡bK mgq †cÖwiZ evZ©v wewfbœ ai‡bi cÖwZeÜKZv Øviv
evavMÖ¯,Í weK…Z ev bó n‡q †h‡Z cv‡i| evZ©v cÖvwßi ci cÖvcK Zvi wbR¯^ Ávb, AwfÁZv I
MÖnY‡hvM¨Zvi wfwˇZ evZ©v‡K web¨vm, Dcjwä I e¨vL¨v K‡i _v‡K Ges cÖK…Z A‡_©v‡×vi Kivi †Póv K‡i
_v‡K| A‡bK mgq GKB evZ©vi A_© cÖvcK‡`i Kv‡Q wfbœ wfbœ n‡q _v‡K, e¨w³ we‡k‡l Gi ZviZg¨ n‡q

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_v‡K| mdjfv‡e wW‡KvwWs ev A‡_©v×vi Kivi Ici Kvh©Ki †hvMv‡hvM A‡bKvs‡k wbf©i K‡i| cÖvcK evZ©v
cvevi ci Zv Abyaveb K‡i evZv©wU MÖnY ev eR©b Kivi gva¨‡g cÖwZwµqv Rvbv‡Z cv‡i| hw` eR©b K‡i
Zvn‡j †hvMv‡hvM cÖwµqv †kl n‡q hvq| Avevi, cÖvcK evZ©vwU MÖnY K‡i †h †Kv‡bv mgq (ZvrÿwYKfv‡e
ev cieZ©x‡Z) G evZ©vi wecix‡Z mvov (Response) w`‡Z cv‡i, hv djveZ©b (Feedback) bv‡g cwiwPZ|
Gfv‡eB †hvMv‡hvM cÖwµqv m¤úbœ nq ev cÖwµqvwU Pj‡Z _v‡K|
2. †fv³v mvovi gvB‡µvg‡Wj (Micromodel of Response): G g‡Wj †fv³v wecYb †hvMv‡hvM
mywbw`©ófv‡e wKiƒc mvov †`q Zvi cÖwZ Av‡jvKcvZ K‡i‡Q| wPÎ 12.4 G ¯^xK…Z wZbwU cÖwZwµqv
µgg‡Wj (Response Hierochy Model) ms‡ÿ‡c †`Lv‡bv n‡q‡Q-
avcmg~n AIDA (model) Hierarchy of Innovation
Effects Model Adoption
Ávbxq (Cognitive) m‡PZbZv
g‡bv‡hvM m‡PZbZv
Ávb
Abyf~wZ mgš^xq ‡KŠZznj cQ›` ‡KŠZznj
(Affective)
AMÖvwaKvi
AvKv•Lv g~j¨vqb
cÖZ¨q
AvPiY (Behavior) Kg© µq ciL

MÖnY
wPÎ 12.4: cÖwZwµqv µgg‡Wj
Dc‡ii 3wU cÖwZwµqv g‡Wj †`Lv‡bv n‡q‡Q| hvi cÖwZwU g‡W‡jB aiv n‡q‡Q †h, cÖwZwU †µZvB cY¨ µq
Kivi mgq, cÖ_‡g cY¨ m¤ú‡K© Ávb AR©b K‡i ÁvZ nq (Cognitive), Gici cY¨ m¤ú‡K© AbyfzwZi
(Affective) m„wó nq Ges †mB AbyfzwZi Ici wbf©i K‡i Zvi cY¨ µq Kivi e¨vcv‡i AvPiY wba©vwiZ nq
(Behavior)| AIDA (model) g‡WjwU cvV bs 12.3 Ges bZzb cY¨MÖnY cÖwµqv (Innovation
Adoption)- wU cvV bs 4.4 G Av‡jvPbv Kiv n‡q‡Q|
GLv‡b djvd‡ji-µg g‡Wj (Hirarehy of Effects Model) wU we¯ÍvwiZ Av‡jvPbv Kiv n‡jv| GB g‡W‡j
†h‡Kv‡bv ch©vq‡K D‡Ïk¨ K‡i †hvMv‡hvM jÿ¨ w¯’i Kiv †h‡Z cv‡i| ZLb jÿ¨w¯’Z †µZv QqwU ¯Í‡ii †h
†Kv‡bv GKwU‡Z Ae¯’vb Ki‡Z cv‡i| wb‡P QqwU m¤¢ve¨ D‡Ïk¨ D‡jøL Kiv n‡jv:
1. m‡PZbZv (Awareness): wecYb †hvMv‡hvMKvix‡K Aek¨B cÖ_‡g Zvi cY¨ ev msMVb m¤ú‡K©
AewnZ Ki‡Z n‡e| hw` jÿ¨w¯’Z †µZvi (Audiance) †ewkifvMB cY¨ m¤ú‡K© m¤ú~Y© AÁ ev
†KejgvÎ bvg Rv‡b ev mvgvb¨ welq Rv‡b Z‡e †m †ÿ‡Î †hvMv‡hvMKvix‡K cÖ_‡gB AeMwZ m„wói †Póv
Ges bvg cwiwPwZi gva¨‡gB Zv ïiæ Ki‡Z n‡e|
2. Ávb (Knowledge): jÿ¨w¯’Z †µZviv hw` c‡Y¨i bvg ï‡b _v‡K wKsev `y'GKwU welq AeMZI _v‡K
wKš‘ we¯ÍvwiZ Z_¨ Rvbv bv _v‡K hv †µZvi wm×všÍ MÖn‡Yi mnvqK| Zvn‡j †hvMv‡hvMKvix‡K
AeMwZi cvkvcvwk c~Y©v½ Ávb ev Z_¨ mieivn Ki‡Z n‡e|

BDwbU ev‡iv c„ôvÑ 171

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3. cQ›` (Liking): hw` a‡i †bqv nq †h jÿ¨w¯’Z †µZviv cY¨wU m¤ú‡K© Rv‡b wKš‘ GwU m¤ú‡K© Zvi
Abyf~wZ wK n‡Z cv‡i wecYbKvix Zv †evSvi †Póv K‡i| n‡Z cv‡i †µZviv cY¨wU Lye cQ›` K‡i
A_ev AcQ›` K‡i wKsev wKQyB K‡i bv| hw` cY¨wU †µZviv LyeB AcQ›` K‡i Z‡e AcQ‡›`i KviY
wbY©q K‡i Zv cwinvi ev Dbœq‡bi gva¨‡g †µZvi Kv‡Q cybivq †hvMv‡hv‡Mi gva¨‡g djcÖm~Zv AR©b
Kiv hvq|
4. AMÖvwaKvi (Preference): hw` jÿ¨w¯’Z †µZviv cY¨wU cQ›` K‡i wKš‘ Ab¨vb¨ c‡Y¨i Zyjbvq
AMÖvwaKvi bv †`q Z‡e †m †ÿ‡Î †hvMv‡hvMKvix‡K we‡ePbv Ki‡Z n‡e †µZviv †Kvb welqwU‡K
AMÖvwaKvi w`†q _v‡K| Ges †mwUi wel‡q Drmvn w`‡Z n‡e|
5. cÖZ¨q (Conviction): G ch©v†q g‡b Kiv nq †h, jÿ¨w¯’Z †µZviv cY¨wU‡K AMÖvwaKvi †`q wKš‘
µ‡qi Rb¨ `„p cÖZ¨q e¨³ K‡i bv| Kv‡RB wecYb †hvMv‡hvMKvixi KvR n‡”Q †µZvi g‡a¨ cÖZ¨q
m„wó Kiv †hb †µZv cY¨wU µq K‡i|
6. µq (Purchase): hw` Ggb †`Lv hvq †h, †µZviv cY¨ µ†q `„p cÖZ¨q e¨³ Ki‡jI cÖK…Zc‡ÿ
cY¨wU µ‡qi Rb¨ avweZ n‡”Q bv; wKsev µq wm×všÍ ¯’wMZ ivLv wKsev Av‡iv Z‡_¨i Rb¨ A‡cÿv
Ki‡Q| †hvMv‡hvMKvix‡K G †µZv‡`i P~ovšÍfv‡e cY¨ µ‡qi ¯Í‡i wb†q hvIqvi j‡ÿ¨ wewfbœ Kvh©µg
MÖnY Ki‡Z nq|

mvims‡ÿc:

†hvMv‡hvM n‡jv GKwU cÖwµqv hvi gva¨‡g msev` ev Z_¨ †cÖiY †_‡K ïiæ K‡i †mB Z_¨ ev msev` MÖnY ch©šÍ
MwZaviv‡K †evSvq| G †ÿ‡Î (1) g¨v‡µv g‡Wj I (2) gvB‡µv g‡Wj ¸iæZ¡c~Y|© †hvMv‡hvM cÖwµqvi avc¸‡jv
n‡jv- aviYvi Dbœqb, †cÖiY‡hvM¨ K‡i mvRv‡bv, gva¨g wbe©vPb, evZ©v †cÖiY, evZ©v MÖnY, A‡_©v×vi, Ges mvov|
Dc‡ii cÖwZwU g‡W‡jB aiv n‡q‡Q †h, cÖwZwU †µZvB cY¨ µq Kivi mgq, cÖ_‡g cY¨ m¤ú‡K© Ávb AR©b K‡i
ÁvZ nq Gici cY¨ m¤ú‡K© AbyfzwZi m„wó nq Ges †mB AbyfzwZi Ici wbf©i K‡i Zvi cY¨ µq Kivi e¨vcv‡i
AvPiY wba©vwiZ nq| djvd‡ji-µg g‡W‡j †h‡Kv‡bv ch©v‡q †hvMv‡hvM D‡Ïk¨ w¯’i Kiv †h‡Z cv‡i| GB
g‡W‡ji avcmg~n n‡jv- m‡PZbZv, Ávb, cQ›`, AMÖvwaKvi, cÖZ¨q I µq|

BDwbU ev‡iv c„ôvÑ172

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cvV-12.3 Kvh©Ki †hvMv‡hvM Dbœq‡bi c`‡ÿcmg~n

Steps in Developing Effective Communication

D‡Ïk¨

G cvV †k‡l Avcwb-

Kvh©Ki †hvMv‡hvM Dbœq‡bi c`‡ÿcmg~n Av‡jvPbv Ki‡Z cvi‡eb|

wecYb †hvMv‡hvM Kivi Kvh©µg ïiæ Kivi mgq wecYbKvix‡K cwiKíbv MÖnY Ki‡Z nq Ges †mB cwiKíbv
Abyhvqx av‡c av‡c Kg©KvÛ m¤úv`b Ki‡Z nq| KviY GKwU my¯úó cwiKíbv gva¨‡gB wecYbKvix †µZv ev
†fv³vi Kv‡Q ‡cŠQv‡Z cv‡i|

Kvh©Ki †hvMv‡hvM Dbœq‡bi c`‡ÿcmg~n

Steps in Developing Effective Communication
wecYb †hvMv‡hvM cÖwµqvq †hvMv‡hvM Dbœq‡bi c`‡ÿcmg~n AbymiY K‡i wecYb †hvMv‡hv‡Mi D‡Ïk¨ ARb© Kiv
m¤¢e nq| wPÎ 12.5 G avcmg~n †`Lv‡bv n‡jv-

K. jÿ¨w¯’Z †kÖvZv kbv³KiY (Identifying the Target

Audience): †hvMv‡hvMKvix‡K Kvh©Ki †hvMv‡hvM mgwš^Z wecYb †hvMv‡hvM cÖwµqvi e¨e¯’vcbv
Dbœqb cÖqv‡m Aek¨B my¯úó GKwU jÿ¨ †kÖvZv wba©viY
Ki‡Z n‡e| GB †kÖvZv mswkøó cÖwZôv‡bi cY¨`ª‡e¨i †hvMv‡hv‡Mi djvdj cwigvY
m¤¢ve¨ †µZv wKsev eZ©gvb e¨enviKvixi wm×všÍ
MÖnYKvix, cÖfve we¯ÍviKvix we‡kl e¨w³, `j wKsev †hvMv‡hvM wgkÖY wm×všÍ MÖnY
mvaviY Rb‡MvôxI n‡Z cv‡i| D‡jøL¨ †h, G jÿ¨
†gvU †hvMv‡hvM ev‡RU wba©viY
†kÖvZv Kx ej‡e, KLb ej‡e BZ¨vw` wel‡q
†hvMv‡hvMKvixi wm×všÍ‡K cÖfvweZ K‡i| G Kvi‡Y †hvMv‡hv‡Mi gva¨g wbe©vPb
†hvMv‡hvMKvix‡K †kÖvZvi cÖ‡qvRb, g‡bvfve Ges
Ab¨vb¨ ‰ewk‡ó¨i e¨vcv‡i M‡elYv cwiPvjbv Ki‡Z evZ©vi bKkv cÖYqb
nq| G jÿ¨w¯’Z †kÖvZv kbv³Ki‡Yi †ÿ‡Î me‡P‡q
¸iæZ¡c~Y© GKwU welqwU n‡”Q mswkøó †kÖvZvi eZ©gvb †hvMv‡hv‡Mi D‡Ïk¨ wba©viY
fveg~wZ© cÖwZôv Kiv|
L. †hvMv‡hv‡Mi D‡Ïk¨ wba©viY (Determine the jÿ¨w¯’Z †kÖvZv kbv³KiY
Objectives): jÿ¨w¯’Z †kÖvZv wPwýZ Kivi ci wecYb wPÎ 12.5: Kvh©Ki †hvMv‡hvM Dbœq‡bi
†hvMv‡hvMKvix‡K cÖZ¨vwkZ mvovi e¨vcv‡i wm×všÍ wb‡Z c`‡ÿcmg~n
n‡e| A_©vr, †hvMv‡hv‡Mi Øviv †hvMv‡hvMKvix wK
ai‡bi mvov cÖZ¨vkv K‡i Zv wba©viY Ki‡Z n‡e Ges †ewki fvM †ÿ‡Î P~ovšÍ mvov n‡”Q µq| A_©vr †µZv‡K
P~ovšÍfv‡e cY¨ µ‡qi wm×všÍ MÖn‡Y DØy× KivB g~j D‡Ïk¨| wecYbKvix‡K Rvb‡Z n‡e wm×všÍ MÖnY cÖwµqvi
†Kvb ¯ÍiwU‡Z Zvi jÿ¨w¯’Z †µZvi Ae¯’vb Ges †Kvb avcwU Zv‡K AwZµg Ki‡Z n‡e|

BDwbU ev‡iv c„ôvÑ 173

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M. evZ©vi bKkv cÖYqb (Designing the Message): mywbw`©ó KvwÿZ †kÖvZvi mvov ev cÖwZwµqv cvevi Rb¨ wecYb
†hvMv‡hvMKvix‡K GKwU Kvh©Ki msev` ev evZ©vi Dbœqb Ki‡Z nq| mvaviYZ evZv©wU Ggb n‡e hv‡Z m¤¢ve¨
†µZv ev †fv³vi g‡bv‡hvM AvKl©Y (Attention) Ki‡Z cv‡i, AvMÖn m„wó (Interest) Ki‡Z cv‡i, cY¨ µ†qi
AvKv•Lv (Desire) m…wó Ki‡Z cv‡i Ges wµqvkxj (Action) nq| G ai‡bi evZ©v†K ms‡ÿ‡c AIDA ejv nq|
hv cvV 12.3 G ‡`Lv‡bv n‡q‡Q| GB ‰ewk‡ó¨i cÖwZ h_vh_ †Lqvj †i‡LB wecYb †hvMv‡hvMKvix‡K evZ©v iPbv
Ki‡Z nq| evZ©v msMwVZKi‡Yi mgq wecYb †hvMv‡hvMKvix‡K wVK Ki‡Z nq †hgb- (1) Kx ejv n‡e A_©vr
evZ©vi welqe¯Íy wK n‡e? (2) Kxfv‡e hyw³m½Zfv‡e evZ©v‡K Dc¯’vcb Ki‡e? A_©vr evZ©vi KvVv‡gv †Kgb n‡e?
Ges (3) Kxfv‡e Zv cÖZx‡Ki mvnv‡h¨ ejv n‡”Q ev evZ©vi AvKvi †Kgb n‡e?
wb‡gœ GB cÖkœ wZbwUi Z_¨ wKfv‡e cvIqv hv‡e Zv wb‡¤œ Av‡jvPbv Kiv n‡jv -
1. evZ©vi welqe¯Íy (Message Content): †hvMv‡hvMKvix‡K GKwU Av‡e`b ev w_g wbe©vPb Ki‡Z n‡e hv
cÖZ¨vwkZ mvov m„wó‡Z mÿg| G Av‡e`b wb¤œiƒc-
(i) †hŠw³K Av‡e`b (Rational Appeal): †hŠw³K Av‡e`b jÿ¨w¯’Z †µZvi wbR¯^ ¯^v‡_©i mv‡_
m¤úwK©Z| G ai‡bi Av‡e`‡bi gva¨‡g †`Lv‡bv nq †h cY¨wU wK wK myweav w`‡e| Gme myweav n‡Z
cv‡i c‡Y¨i gvb, c‡Y¨i g~j¨, f¨vjy, Kvh© m¤úv`‡bi Dcjÿ BZ¨vw`| Avi †µZviv hyw³i mvnv‡h¨
Gme my‡hvM-myweav we‡køl‡Yi gva¨‡g wm×všÍ MÖnY Ki‡e|
(ii) Av‡eMgq Av‡e`b (Emotional Appeal): Av‡eMgq Av‡e`b Øviv †µZvi g‡a¨ Abyf~wZ RvMÖZ
Kivi †Póv Kiv nq| KviY Ggb A‡bK Ae¯’v i†q‡Q hv gvbyl hyw³i evB‡iI Av‡eMZvwoZ n‡q
m¤úv`b K‡i|
(iii) ˆbwZK Av‡e`b (Moral Appeal): G ai‡bi Av‡e`b Øviv †µZvi ‰bwZKZv‡K RvMÖZ Kiv nq|
A_©vr G RvZxq Av‡e`‡bi gva¨‡g †µZv‡K mwVK wb‡`©kbv †`qv nq| G RvZxq Av‡e`b¸‡jv
mvaviYZ mvgvwRK m‡PZbZvg~jK Av‡e`b n†q _v‡K|
2. evZ©v KvVv‡gv (Message Structure): †hvMv‡hvMKvix‡K Aek¨B wm×všÍ wb‡Z n‡e Kxfv‡e wecYb KvVv‡gv
cwiPvjbv Ki‡e| ‡Kv‡bv evZ©vi †k‡l Dcmsnvi Uvbv n‡e bvwK Zv cvV‡Ki Ici †Q‡o †`Iqv n‡e| c~‡e©i
M‡elYv¸‡jvi djvd‡j †`Lv †M‡Q †h, Dcmsnvi UvbvB AwaK djcÖm~| wKš‘ mv¤cÖwZKKv‡j M‡elYvq wKQy
wKQy †ÿ‡Î †µZv‡`i Ici cÖkœ ivL‡Z mycvwik Kiv n‡q‡Q Ges †m‡ÿ‡Î †µZv wb‡R wb‡RB Dcmsnv‡i
†cŠQ‡e| A‡bKmgq GKcvwk¦©K (One-sided argument) Ges wØ-cvwl©K (Two sided argument) hyw³i
g‡a¨ †KvbUv e¨envi Kiv n‡e Zv wm×všÍ wb‡Z nq| mvaviYZ weµq Dc¯’vc‡bi †ÿ‡Î GKcvwk¦K © ev
†KejgvÎ fv‡jv w`K AwaK Kvh©Ki| evZ©vi me‡P†q kw³kvjx hyw³wU cÖ_‡g ev †k‡l Dc¯’vcb Kiv|
cÖ_‡g Dc¯’vcb Øviv †Rviv‡jv AvKl©‡Yi †Póv Kiv n‡j Gi cwimgvwß Lvivc n†q †h‡Z cv‡i|
3. evZ©vi aib (Mesage Format) : evZ©vi welqe¯Íy Dc¯’vcbvq wewfbœ cÖZxK ev ms‡KZ e¨envi Kiv nq
mvaviYZ evZ©v cÖKv‡ki Rb¨ `y'ai‡bi ms‡KZ e¨eüZ nq| h_v- (i) †gŠwLK ms‡KZwjwc (Verbal
codes): G‡ÿ‡Î †µZv ev †kÖvZvi wbKU evZ©vwU †gŠwLKfv‡e Dc¯’vcb Kiv nq| Ges (ii) wjwLZ
ms‡KZwjwc (Written codes): G‡ÿ‡Î wPÎ, wk‡ivbvg, is, cÖwZwjwc BZ¨vw`i gva¨‡g welqe¯Íy Zy‡j aiv
nq| wcÖ›U weÁvc‡bi †ÿ‡Î evZ©vi wk‡ivbvg, Kwc, D`vniY, wPÎ m¤ú‡K© wm×všÍ wb‡Z n‡e| †iwWI
weÁvc‡bi †ÿ‡Î Dc¯’vc‡Ki kã Pqb, D”PviY, Kɯ^i we‡ePbvq ivL‡Z n‡e| †Uwjwfkb weÁvc‡bi
†ÿ‡Î Gme ¸Yvewji mv‡_ mv‡_ Dc¯’vc‡Ki kvixwiK fvlvI (Body language) my›`i n‡Z n‡e Avi hw`

BDwbU ev‡iv c„ôvÑ174

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evZ©vwU c‡Y¨i c¨v‡K‡Ui gva¨‡g Dc¯’vcb Kiv nq †m †ÿ‡Î †hvMv‡hvMKvix‡K is, f½yiZv, NªvY, AvKvi I
AvK…wZi cÖwZ g‡‡bv‡hvMx n‡Z n‡e|
4. evZ©vi Drm (Mesage Source): ïay evZ©v †cÖiY Kivi mv‡_ evZ©v Kvi gva¨‡g cÖPvi Kiv n‡e ZvI
we‡ePbvq Avb‡Z n‡e| evZ©v hw` †µZvi wbKU wek¦¯Í Ggb KvD‡K w`†q cÖPvi Kiv hvq Zvn‡j Zv
AwaKZi MÖnY‡hvM¨ I wek¦vm‡hvM¨ n‡e| GRb¨ eZ©gv‡b cÖwZôvb µxovwe`, Awf‡bZv, Wv³vi I we‡klÁ
e¨w³‡`i gva¨‡g evZ©v cÖPvi K‡i _v‡K|
N. †hvMv‡hv‡Mi P¨v‡bj wbe©vPb (Selecting the Communication Channels): h_vh_ evZv© cwiKíbvi ci
†Kv‡bv ‡hvMv‡hv‡Mi gva¨‡g Zv jÿ¨ †kÖvZvi Kv‡Q †cŠQv‡bv n‡e Zv wba©viY Ki‡Z nq| mvaviYZ †hvMv‡hvM
P¨v‡bj `y'ai‡bi h_v- e¨w³MZ I ‰be¨©w³K| Dfq ai‡bi P¨v‡b‡ji KwZcq myweav I Amyweav i‡q‡Q Ges
G¸‡jv wePvi-we‡kølY K‡i †hvMv‡hvMKvix‡K Kvh©Ki P¨v‡bj wbe©vPb Ki‡Z nq| wb‡gœ Dfq ai‡bi P¨v‡bj
m¤ú‡K© Av‡jvPbv Kiv n‡jv-
1. e¨w³MZ †hvMv‡hvM P¨v‡bj (Personal Communication Channel): G‡ÿ‡Î `yB ev ZZwaK e¨w³
mivmwi †hvMv‡hv‡Mi g‡a¨‡g evZ©v †cÖiY K‡i _v‡K| mivmwi †hvMv‡hvM Avevi G‡K Ac‡ii gy‡LvgywL n‡Z
cv‡i, †Uwj‡dv‡bi gva¨‡g n‡Z cv‡i, WvK‡hv‡M n‡Z cv‡i| G ai‡bi †hvMv‡hv‡Mi gva¨‡g †µZvi
cÖwZwµqv mivmwi Rvbv hvq| G‡ÿ‡Î wZb ai‡bi cÖYvwj e¨eüZ nq| h_v- (i) mg_©K cÖYvwj: cÖwZôv‡bi
weµq cÖwZwbwaiv e¨w³MZfv‡e Uv‡M©U AwWq¨v‡Ýi mv‡_ †hvMv‡‡hvM Ki‡j Zv‡K mg_©K cÖYvwj e‡j|
(ii) we‡kl cÖYvwj: †Kv‡bv wbw`©ó wel†q we‡klÁ Ggb †Kv‡bv e¨w³ Øviv Uv‡M©U AwWq¨v݇`i mv‡_
†hvMv‡hvM Kiv‡bv n‡j Zv‡K we‡klÁ cÖYvwj e‡j| Ges (iii) mvgvwRK cÖYvwj: cvwievwiK m`m¨, eÜy-
evÜe, AvZ¥xq-¯^Rb A_ev mnKg©x‡`i Øviv †hvMv‡hvM Kiv n‡j Zv‡K mvgvwRK cÖYvwj e‡j| Z‡e
e¨w³MZfv‡e gy‡LvgywL †hvMv‡hvM DËg e‡j we‡ewPZ| KviY Gi Øviv †µZvi ZvrÿwYK cÖwZwµqv Rvbv
hvq|
2. ˆbe¨©w³K †hvMv‡hvM P¨v‡bj (Non-personal Communication Channel): e¨w³MZ †hvMv‡hvM e¨ZvZ
Acivci †hme c×wZ‡Z evZ©v cwievwnZ nq Zv‡K ‰be¨©w³K †hvMv‡hvM cÖYvwj e‡j| ‰be¨©w³K
†hvMv‡hv‡Mi gva¨g¸‡jv cvV 12.1 G †`Lv‡bv n‡jv|
O. †gvU †hvMv‡hvM ev‡RU wba©viY (Establish the Total Communication Budget): †hvMv‡hvM cÖ‡gvk‡bi Rb¨
KZ e¨q n‡e G wm×všÍ cÖwZôvb‡K MÖnY Ki‡Z nq| PviwU c×wׇZ †gvU †hvMv‡hvM ev‡RU K_v D‡jøL
K‡i‡Qb| wb‡gœ G¸‡jv Av‡jvPbv Kiv n‡jv-
1. enb‡hvM¨ c×wZ (Affordable Method): A‡bK cÖwZôvb Zv‡`i enb ÿgZv Abyhvqx cÖ‡gvkb ev‡RU
wba©viY K‡i _v‡K| we‡kl K‡i †QvU cÖwZôvb G c×wZ e¨envi K‡i _v‡K| KviY wn‡m‡e ejv hvq †Kv‡bv
cÖwZôvb Zv‡`i hv Av‡Q Zvi †P†q †ewk weÁvcb e¨q eve` LiP Ki‡Z cv‡i bv|
2. weµ‡qi kZvsk c×wZ (Parcentage of Sales Method): A‡bK cÖwZôvb Zv‡`i eZ©gvb weµ†qi GKwU
wbw`©ó cwigvY kZvsk cÖ‡gvkb ev‡R‡Ui Rb¨ eivÏ K‡i| GwU e¨envi Kiv AZ¨šÍ mnR Ges e¨e¯’vcbv‡K
cÖ‡gvkb e¨q, weµq I cÖwZ BDwb‡Ui weµq g~‡j¨i Ici GKwU m¤úK© wba©vi‡Y mnvqZv K‡i _v‡K|
3. cÖwZ‡hvMxi mgZv c×wZ (Competitive-parity Method): wKQy cÖwZôvb cÖwZ‡hvMxi mgZv c×wZ
Aej¤^b K‡i, Ab¨‡`i e¨‡qi mgcwigvY cÖ‡gvkb ev‡RU eivÏ K‡i| Zviv cÖwZ‡hvMxi weÁvc‡bi cÖwZ

BDwbU ev‡iv c„ôvÑ 175

mgwš^Z wecYb †hvMv‡hvM

bRi iv‡L Ges wewfbœ cÖKvkbv Ges e¨emvq G‡mvwm‡qkb †_‡K wk‡íi cÖ‡gvkb e¨q m¤ú‡K© aviYv jvf
K‡i Ges wk‡íi Mo wn‡m‡e wb‡R‡`i cÖ‡gvkb ev‡RU eivÏ K‡i|
4. D‡Ïk¨ Ges KvR c×wZ (Objective-and-Task Method): cÖ‡gvkb ev‡RU wba©vi‡Yi me‡P‡q †hŠw³K
c×wZ n‡”Q D‡Ïk¨ Ges KvR c×wZ| G c×wZ e¨env‡ii gva¨‡g ev‡RU cÖYq‡bi c`‡ÿc¸‡jv n‡”Q -
(K) mywbw`©ó D‡Ïk¨ msÁvwqZ Kiv, (L) D‡Ïk¨ AR©‡bi Rb¨ KiYxq KvR w¯’i Kiv, (3) KiYxq KvR
m¤úv`b Kivi Rb¨ e¨‡qi Abygvb (Estimation) Kiv| AbygvbK…Z e¨‡qi mgwóB cÖ¯vÍ weZ cÖ‡gvkb ev‡RU|
P. †hvMv‡hvM wgkÖY wm×všÍ MÖnY (Decide on the Communication Mix) : G ch©v‡q cÖwZôvb‡K Aek¨B Zvi
cÖ‡gvkb ev‡R‡Ui A_© wewfbœ cÖ‡gvkb nvwZqv‡ii g‡a¨ eÈb Ki‡Z nq| cÖ‡gvk‡bi nvwZqvi¸‡jv n‡jv-
weÁvcb, e¨w³K weµq, weµq cÖmvi, Rbms‡hvM Ges cÖZ¨ÿ wecYb hvi ˆewkó¨mg~n mviYx 12.1 I 12.2 G
Zz‡j aiv n‡q‡Q| cÖwZôvb‡K Zvi cÖ‡gvkb nvwZqvi¸‡jvi mswgkÖY Ggbfv‡e NUv‡Z n‡e hvi Øviv cÖ‡gvkb
Ges wecYb D‡Ïk¨ AR©b Dc‡hvMx GKwU mgwš^Z cÖ‡gvkb wgkÖY m„wó m¤¢e nq| GKB wk‡íi wewfbœ cÖwZôv‡bi
g‡a¨ cÖ‡gvkb wgkÖ‡Yi wWRvB‡b e¨vcK fvimvg¨ cwijwÿZ nq| wecYbKvix me©`vB †Póv K‡i m‡e©vËg
A_©‰bwZK myweav cÖ`vbKvix cÖ‡gvkb nvwZqvi‡K e¨envi KiZ| A‡bK cÖwZôvb weÁvc‡bi †ÿ‡Î †ewk cwigvY
A_© e¨q K‡i _v‡K, Avevi A‡bK cÖwZôvb weÁvc‡bi Zyjbvq weµq cÖ‡gvkb e¨q evwo†q `ªæZ weµq AR©b
Ki‡Z †Póv Ki‡Q| cY¨ Ges evRv‡ii cÖK…wZ‡f‡` †hvMv‡hv‡Mi nvwZqvi e¨enviI wfbœ n†q _v‡K| mPivPi
†`Lv hvq †h, †fvM¨c‡Y¨i cÖwZôvb¸‡jv weÁvc‡b †ewk A_© e¨q K‡i Ges Zvi c‡i _v‡K e¨w³MZ weµq Ges
Rbms‡hvM| Ab¨w`‡K wkí c‡Y¨i †ÿ‡Î cÖwZôvb e¨w³MZ weµ†q me‡P†q †ewk LiP K‡i, Gi c‡i _v‡K
weµq cÖmvi, weÁvcb Ges Rbms‡hv‡Mi ¯’vb| mvaviYZ e¨qeûj Ges SyuwKc~Y© c‡Y¨i evRv‡i †hLv‡b Aí
msL¨K Ges e„nr AvKv‡i we‡µZvi Ae¯’vb †mLv‡b e¨w³MZ weµq AwaK Kvh©Kix n†q _v‡K| Avevi,
djvd‡ji-µg g‡Wj (Hirarehy of Effects Model) ev †µZvi cÖ¯w‘ Z ¯Í‡ii wewfbœ chv©‡q ‡hvMv‡hvM wgkÖ‡Yi
GK GK Dcv`vbmg~n Kvh©Ki| GKRb †µZv ev †fv³v µq cÖ¯w‘ Z MÖn‡Yi QqwU ¯Í‡ii †h ‡Kv‡bvwU‡Z Ae¯’vb
Ki‡Z cv‡i Ges ¯Íi¸‡jv AwZµ‡gi gva¨‡g P‚ovšÍfv‡e cY¨ µq K‡i _v‡K hv wPÎ 12.3 G †`Lv‡bv n‡q‡Q|
mvaviYZ AeMwZi ch©v‡q weÁvcb I cÖPvi †ewk Kvh©Ki| Ab¨w`‡K c‡Y¨i RxebP‡µi wewfbœ av‡c wecYb
†hvMv‡hv‡Mi wgkÖ‡Yi GK GKwU Dcv`vb e¨eüZ nq| c‡Y¨i m~Pbv ¯Í‡i weÁvcb I Rbms‡hvM †ewk Kvh©Ki,
cÖe„w× ¯Í‡i me ai‡Yi Dcv`vbB e¨envi Kiv †h‡Z cv‡i, c~YZ
© v ¯Í‡i weÁvc‡bi †P‡q weµq cÖmvi †ewk ¸iæZ¡
jvf K‡i| Avevi A‡avMwZi ¯Í‡i weµq cÖmvi Kvh©Ki n‡Z cv‡i|
wecYb wgkÖ‡Yi Dcv`vbmg~n ‰ewkó¨mg~n
MY Dc¯’vcbv, A_© cÖ`Ë gva¨g, ˆbe¨©w³K Dc¯’vcbv, wbw`©ó wecYbKvix hvi weÁvcb
weÁvcb
cÖPvwiZ n‡e, m¤úªmvwiZ Awfe¨w³|
e¨w³MZfv‡e gy‡LvgywL nIqv, m¤úK© ˆZwi I eRvq ivLv, cÖwZ‡Ëvi, cY¨ I g~‡j¨i
e¨w³K weµq
wewbgq|
weµq cÖmvi we‡µZvi mv‡_ †µZvi ‡hvvMv‡hvM, DÏxcbv m„wó, Avgš¿Y, nVvr `„wó AvKl©Y|
e¨qwenxb gva¨g, D”PgvÎvq wek^vm‡hvM¨Zv, bvUKxqfv‡e eª¨vÛ B‡gR ˆZwi, Lyu‡R cvIqv
Rbms‡hvM I cÖPvi
KwVb Ggb †µZvi mv‡_ †hvMv‡hvM|
mivmwi I †WUv‡em wecYb e¨w³MZ, wbw`©ó †µZvi Kv‡Q Zvi cÖ‡qvRbg‡Zv Z_¨ Dc¯’vcb|
AbjvBb I mvgvwRK gva¨g Kg ev ‡ewkmsL¨K Z_¨ AvKl©Yxqfv‡e †µZv‡K †`Iqv m¤¢e, AvšÍtwµqvkxj,
wecYb mg‡qvc‡hvMx|
†gvevBj wecYb `ªæZZv, cÖfve m„wó, mK‡ji Kv‡Q †cŠQv‡bv m¤¢e|
B‡f›Um I AwfÁZv cÖvmw½K, AvKl©Yxqfv‡e †µZvi mv‡_ mshy³ nIqv m¤¢e, Avgš¿Y|
mviYx 12.2: wecYb wgkÖ‡Yi gva¨gmg~‡ni ˆewkó¨

BDwbU ev‡iv c„ôvÑ176

 weweG †cÖvMªvg

Q. †hvMv‡hv‡Mi djvdj cwigvY (Measure the Communication Mix): evZ©v cÖ¯Z ‘ I ‡cÖi‡Yi ci wecYbKvix
Afxó/jÿ¨w¯’Z †µZvi Dci evZv©i cÖwZwµqv g~j¨vqb K‡i| GB g~j¨vqb Kivi Rb¨ †µZv‡K evZv© m¤ú‡K©
wewfbœ Z_¨ Rvbvi Rb¨ cÖkœ Kiv nq; †hgb- †µZv evZv©wU †`‡L‡Q/ï‡b‡Q wKbv, KZevi ‡`‡L‡Q, evZv©i Z_¨
g‡b Av‡Q wKbv, evZ©v m¤ú‡K© ‡µZvi Abyf‚wZ †Kgb BZ¨vw`| wPÎ bs 12.6 G †`Lv‡bv n‡q‡Q eª¨vÛ K G 80%
†µZv evZv©wU m¤ú‡K© AeMZ| Zv‡`i gv‡S 60% cY¨wU hvPvB K‡i‡Q Ges hviv hvPvB K‡i‡Q Zv‡`i gv‡S
20% cY¨wU e¨envi K‡i mš‘ó| ZvB ejv hvq eª¨vÛ K Gi evZv©wU ‡hvMv‡hv‡M fv‡jv n‡jI c‡Y¨i gvb cÖ`vb

eª¨vÛ K eª¨vÛ L

20% 60%
AeMZbq AeMZbq
40%
100% 100% 30% hvPvB K‡i‡Q
evRvi hvPvB
evRvi
K‡iwb
80%
AeMZ 80% mš‘ó
80% 70%
60% mš‘ó bq hvPvBK‡iwb 20% mš‘ó bq
hvPvB 40%
K‡i‡Q 20% mš‘ó AeMZ
‡gvU AeMZ hvPvB mš‘wó ‡gvU AeMZ hvPvB mš‘wó
wPÎ 12.6 : eª¨vÛ K I L Gi cÖPvwiZ evZv©i cÖwZ †µZvi cÖwZwµqv
Ki‡Z ev †µZvi cÖ‡qvRb c~iY Ki‡Z e¨_©| Ab¨w`‡K eª¨vÛ L G 40% †µZv evZv©wU m¤ú‡K© AeMZ| Zv‡`i
gv‡S gvÎ 30% cY¨wU hvPvB K‡i‡Q Ges hviv hvPvB K‡i‡Q Zv‡`i gv‡S 80% ‡µZvB cY¨wU e¨envi K‡i
mš‘ó| ZvB ejv hvq eª¨vÛ L Gi evZv©wU ‡hvMv‡hv‡Mi gva¨g wbev©P‡b ev evZ©v cÖ¯‡‘ Z fv‡jv Ki‡Z cv‡iwb wKš‘
c‡Y¨i gvb I †µZvi cÖ‡qvRb c~iY Ki‡Z mdj n‡q‡Q|

R. mgwš^Z wecYb †hvMv‡hvM cÖwµqvi e¨e¯’vcbv (Manage the Integrated Marketing Communication):
wecYbKvix‡K Kvw•LZ jÿ¨ AR©‡bi Rb¨ cÖmvig~jK nvwZqvi¸‡jvi g‡a¨ mgš^q mvab Kiv Acwinvh©| A‡bK
cÖwZôvb †hvMv‡hv‡Mi GKwU ev `ywU nvwZqv‡ii Ici wbf©i K‡i wU‡K _vKvi †Póv Ki‡jI mdjZvi Rb¨
†hvMv‡hv‡Mi me¸‡jv nvwZqvi AZ¨šÍ `ÿZvi mv‡_ e¨envi Ki‡Z nq| G‡ÿ‡Î gva¨g¸‡jv mgš^q Kiv ‡h‡Z
cv‡i| fv‡jv djvdj jv‡fi Rb¨ wewfbœ gva¨g wKsev GKB gva¨‡gi g‡a¨ A_v©r e¨w³K I ‰be¨©w³K
†hvMv‡‡hvM cÖYvwji g‡a¨ mgš^q mvab Kiv ‡h‡Z cv‡i| Avevi, mgwš^Z wecYb †hvMv‡hvM ev¯Íevqb Kivi Rb¨
†hvMv‡hvM nvwZqv‡ii †Kv‡bv GKwUi Ici we‡kl ¸iæZ¡v‡ivc bv K‡i cy‡iv cÖwµqvi Ici †Rvi ‡`Iqv nq|

mvims‡ÿc:

wecYb †hvMv‡hvM cÖwµqvq †hvMv‡hvM Dbœq‡bi c`‡ÿcmg~n AbymiY K‡i wecYb †hvMv‡hv‡Mi D‡Ïk¨ ARb© Kiv
m¤¢e nq| GB c`‡ÿcmg~‡ni g‡a¨ i‡q‡Q- jÿ¨w¯’Z †kÖvZv kbv³KiY, †hvMv‡hv‡Mi D‡Ïk¨ wba©viY, evZ©vi
bKkv cÖYqb, †hvMv‡hv‡Mi gva¨g wbe©vPb, †gvU †hvMv‡hvM ev‡RU wba©viY, †hvMv‡hvM wgkÖY wm×všÍ MÖnY, djvdj
cwigvc Ges mgwš^Z wecYb †hvMv‡hvM cÖwµqvi e¨e¯’vcbv|

BDwbU ev‡iv c„ôvÑ 177

mgwš^Z wecYb †hvMv‡hvM

BDwbU DËi g~j¨vqb

1. wecYb †hvMv‡hvM Kx ? wecYb †hvMv‡hvM wgkÖY m¤ú‡K© eY©bv Kiæb|

2. wecYb wgkÖ‡Yi Dcv`vbmg~n Av‡jvPbv Kiæb|
3. weÁvcb Kx? Avcbvi `„wó AvKl©Y K‡iwQj Ggb GKwU weÁvcb eY©bv Kiæb|
4. B‡f›Um I AwfÁZv m¤ú‡K© eY©bv Kiæb|
5. Rb ms‡hvM I cÖPvi- Gi g‡a¨i cv_©K¨ Kiæb|
6. bZzb avivi wecYb cÖmvi gva¨g¸‡jv Av‡jvPbv Kiæb|
7. ‡hvMv‡hvM c×wZ g‡Wj Kx? †hvMv‡hvM‡i g¨v‡µvg‡Wj Av‡jvPbv Kiæb|
8. †fv³v mvovi gvB‡µvg‡Wj Kx? djvd‡ji-µg g‡Wj wPÎmn Av‡jvPbv Kiæb|
9. Kvh©Ki †hvMv‡hvM Dbœq‡bi c`‡ÿcmg~n ms‡ÿ‡c Av‡jvPbv Kiæb|
10. evZ©vi bKkv cÖYqb m¤ú‡K© we¯ÍvwiZ wjLyb|
11. †hvMv‡hv‡Mi gva¨g wbe©vPb KZfv‡e wbev©Pb Kiv hvq? cÖwZwU D`vniYmn Av‡jvPbv Kiæb|
12. †hvMv‡hvM ev‡RU wba©vi‡Yi c×wZmg~n Av‡jvPbv Kiæb|
13. mgwš^Z wecYb †hvMv‡hvM cÖwµqv Kx?

†idv‡iÝ eBmg~n

Kotler, P., & Armstrong, G. (2016). Principles of Marketing (16 ed.). Pearson Education.

Kotler, P., & Keller, K. L. (2016). Marketing Management (15e ed.). Pearson Education.

Ramaswamy, N. (2009). Marketing Management – Global Perspective, Indian Context (4e ed.).
Macmillan Publishers India.

McCarthy, E. J., Shapiro, S. J., & Perreault, W. D. (1979). Basic marketing. Irwin-Dorsey.

cv‡gjv, K.k. I Av³vi, d. (2021), wecYb bxwZgvjv. evsjv‡`k Db¥y³ wek^we`¨vjq.

cv‡gjv, K.k. I gvndyR, g.Av. (2019), wecYb e¨e¯’vcbv. evsjv‡`k Dš§y³ wek¦we`¨vjq.

†iRv, g.m. I cvi‡fR, g.g. (2008) evRviRvZKiY bxwZgvjv. evsjv‡`k Db¥y³ wek^we`¨vjq.

BDwbU ev‡iv c„ôvÑ178