¢Marketing
communication
¢
¢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
¢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
–
¢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
¢
¢Disadvantages of direct marketing
¢Lack of
customer receptivity and very low response rates
¢Clutter
(too many messages)
¢Image
problems – particularly with telemarketing
¢
¢Advantages
of direct marketing
¢Changes in society
have made
consumers more receptive to direct-marketing
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
Internet is not yet a mass medium as many
consumers lack access
Attention to Internet ads is very low
Attention to Internet ads is very low
Great deal of clutter on the Internet
Great deal of clutter on the Internet
Audience measurement is a problem on the
Internet
Audience measurement is a problem on the
Internet
–
¢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
¢
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
–
¢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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