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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 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 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 Maintain demand for well-known goods Introduce new and unknown goods Increase demand for well-known goods 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 (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: 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 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