MARKETING COMUNICATION

¢Marketing communication

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¢Marketing Communications Definition

‘is a management process through which an organisation enters into a dialogue with its various audiences’.

‘The objective of this process is to influence the perception, understanding and actions the target audience has towards the organisation and/or its products and services’ (Fill 2002)

¢Marketing Communications Mix

¢ Communication objectives

¢Differentiate

¢Remind/reassure

¢Inform/make aware

¢Persuade

 Ä DRIP

¢Push and Pull strategies

¢Push the product into distribution chain to achieve maximum penetration.

¢supply creates demand

¢Focus on trade. Use personal selling / trade promotions

¢Coca-Cola vs. Pepsi on shelves
 

¢Pull the product through by creating demand

¢demand creates supply

¢Focus on consumer  Use mass targeting / Advertising

¢Nike vs. Reebok on star signings

¢IMC Communication Tools

¢Advertising

¢Disadvantages of advertising

—High costs of producing and running ads

—Credibility problems and consumer skepticism

—Clutter

—Difficulty in determining effectiveness

—

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¢Advantages of advertising

—Advertiser controls the message

effective way to communicate with large 

audiences

—Effective way to create brand images and 

symbolic appeals

—Often can be effective way to strike 

responsive 

chord with consumers

¢Classifications of Advertising 

¢Advertising to Consumer Markets

¢National advertising

¢Retail/local advertising

¢Advertising to increase demand

—Primary demand for the product category

—Selective demand for a specific brand

¢Direct Marketing

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¢Disadvantages of direct marketing

¢Lack of customer receptivity and very low response rates

¢Clutter (too many messages)

¢Image problems – particularly with telemarketing

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¢Advantages of direct marketing

¢Changes in society have made 

consumers more receptive to direct-marketing

¢Allows marketers to be very selective and target 
specific segments of customers

¢Messages can be customized for specific 
customers.

¢Effectiveness easier to measure

¢Direct Marketing

¢Direct marketing methods

—Direct mail

—Catalogs

—Telemarketing

—Direct response ads

—Direct selling

—Internet

¢Interactive/Internet Marketing

¢Disadvantages of interactive/

¢   internet marketing

— 
Internet is not yet a mass medium as many 

consumers lack access

— 
Attention to Internet ads is very low

— 
Great deal of clutter on the Internet

— 
Audience measurement is a problem on the 

Internet

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¢Advantages of interactive/ internet marketing

¢Can be used for a variety of IMC functions

¢Messages can be tailored to specific interests and needs of customers

¢Interactive nature of the Internet leads to higher level of involvement

¢Can provide large amounts of information to customers.

¢Interactive/Internet Marketing

¢Use of the Internet as an IMC Tool

—As an advertising medium to inform, educate

  and persuade customers

—As a direct sales tool

—To obtain customer database information

—To communicate and interact with buyers

—To provide customer service and support

—To build and maintain customer relationships

—As a tool for implementing sales promotion

—As a tool for implementing publicity/public

  relations programs

¢The Internet is an important IMC tool for American Airlines

¢Sales Promotion

¢Trade-oriented

—Targeted toward marketing intermediaries such as retailers, wholesalers, or distributors

¢Promotion allowances

¢Merchandise allowances

¢Price deals

¢Sales contests

¢Trade shows

¢Consumer-oriented

—Targeted to the ultimate users of a product or service

¢Coupons

¢Sampling

¢Premiums

¢Rebates

¢Contests

¢Sweepstakes

¢POP materials

¢Sales Promotion Uses

¢Introduce new products

¢Get existing customers to buy more

¢Attract new customers

¢Combat competition

¢Maintain sales in off season

¢Increase retail inventories

¢Tie in advertising & personal selling

¢Enhance personal selling efforts

¢Publicity

¢Advantages of publicity

—Credibility

—Low cost (although not totally free)

—Often results in word-of-mouth

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Disadvantages of publicity

—Not always under control of 

organization

—Can be negative

¢Publicity Vehicles

¢News Releases:

—Single-page news stories sent to media 

who might print or broadcast the content.

¢Feature Articles:

—Larger manuscripts composed and 

edited for a particular medium.

¢Press Conferences:

—Meetings and presentations to invited 

reporters and editors.

¢Special Events:

—Sponsorship of events, teams, or 

programs of public value.

¢Advertising Versus Publicity

¢FACTOR  ADVERTISING   

PUBLICITY

¢Control  Great  Little

¢Credibility  Lower  Higher

¢Reach  Achievable  Undetermined

¢Frequency  Schedulable   

Undetermined

¢Cost  Specific  Unspecified/low

¢Flexibility  High  Low

¢Timing  Specifiable  Tentative

¢Public Relations

¢Tools used by Public Relations

§Publicity

§Special publications

§Community activity participation

§Fund-raising

§Special event sponsorship

¢Personal Selling

¢Disadvantages of personal selling

—High costs per contact

—Expensive way to reach large audiences

—Difficult to have consistent and uniform message delivered to all customers

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¢Advantages of personal selling

—Direct contact between buyer and seller 

allows 

for more flexibility

—Can tailor sales message to specific needs of 

customers

—Allows for more direct and immediate feedback

—Sales efforts can be targeted to specific 

markets and customers who are best prospects.

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