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Marketing communications
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
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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
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Task of the salesman made easier
Forces manufacturer to live up to conveyed image
Protects and warns customers against false claims and inferior products
Enables manufacturer to mass-produce product
Continuous reminder
Uninterrupted production a possibility
Increases goodwill
Raises standards of living (or perceptions thereof)
Prices decrease with increased popularity
Educates manufacturer and wholesaler about competitors' offerings as well as
shortcomings in their own.
Objectives
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Maintain demand for well-known goods
Introduce new and unknown goods
Increase demand for well-known goods
Requirements of a good advertisement
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Attract attention (awareness)
Stimulate interest
Create a desire
Bring about action
Eight steps in an advertising campaign
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Market research
Setting out aims
Budgeting
Choice of media (TV,newspaper,radio)
Choice of actors (New Trend)
Design and wording
Coordination
Test results
Personal sales
Oral presentation given by a salesman who approaches individuals or a group of potential
customers:
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Live, interactive relationship
Personal interest
Attention and response
Interesting presentation
Sales promotion
Short-term incentives to encourage buying of products:
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Instant appeal
Anxiety to sell
Marketing Public Relations (MPR)
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Stimulation of demand through press release giving a favourable report to a product
Higher degree of credibility
Effectively news
Boosts enterprise's image