Marketing communications breaks down the strategies involved with marketing messages into categories based on the goals of each message. There are distinct stages in converting strangers to customers that govern the communication medium that should be used.
Advertising
- Paid form of public presentation and expressive promotion of ideas
- Aimed at masses
- Manufacturer may determine what goes into advertisement
- Pervasive and impersonal medium
Functions and advantages of successful advertising
- Task of the salesman made easier
Objectives
- Maintain demand for well-known goods
- Introduce new and unknown goods
- Increase demand for well-known goods/products/services
- Create Awareness
Requirements of a good advertisement
- Attract attention (awareness)
- Stimulate interest
- Create a desire
- Bring about action
Eight steps in an advertising campaign
- Market research
- Setting out aims
- Budgeting
- Choice of media (television, newspaper/magazines, radio, web, outdoor)
- Choice of actors (New Trend)
- Design and wording
- Co-ordination
- Test results
Personal sales
Oral presentation given by a salesperson who approaches individuals or a group of potential customers:
- Live, interactive relationship
- Personal interest
- Attention and response
- Interesting presentation
Sales promotion
Short-term incentives to encourage buying of products:
- Instant appeal
- Anxiety to sell
An example is coupons or a sale. People are given an incentive to buy, but this does not build customer loyalty or encourage future repeat buys. A major drawback of sales promotion is that it is easily copied by competition. It cannot be used as a sustainable source of differentiation.
Marketing Public Relations (MPR)
- Stimulation of demand through press release giving a favourable report to a product
- Higher degree of credibility
- Effectively news
- Boosts enterprise's image
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