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Marketing Communications Mix.docx

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Jas Parhar

Marketing Communications Mix The specific mix of advertising, personal selling, Direct Marketing ,sales promotion, and public relations a company uses to pursue its advertising and marketing objectives. Advertising: Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor Sales promotion: Short-term incentives to encourage purchase or sale of a product or service Personal selling: Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships Direct marketing: Direct communications with targeted individuals to obtain an immediate response and lasting customer relationships Integrated Marketing Communications The concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products. Communications – Conflicting messages from different sources or promotional approaches can confuse company or brand images – The problem is particularly prevalent when functional specialists handle individual forms of marketing communications independently The communication process: • Should be designed to manage customer relationships over time. • Begins with an audit of all potential contacts a customer might have with the brand. • Effective communication requires knowledge of how communication works. 6 steps in developing effective communication: Step 1: Identifying the Target Audience -Affects decisions related to what, how, when, and where message will be said, as well as who will say it Step 2: Determining Communication Objectives 6 buyer readiness stage Step 3: Designing a Message AIDA framework guides message design A - Attention : attract the attention of the customer. I - Interest: raise customer interest by focusing on and demonstrating advantages and benefits D - Desire: convince customers that they want and desire the product or service and that it will satisfy their needs. A - Action: lead customers towards taking action and/or purchasing. Message content (what will you say?) contains appeals or themes designed to produce desired results  Rational appeals: relate to the audience’s self-interest  Emotional appeals: stir up negative or positive feelings using humour, fear, pride, joy, or even disgust  Moral appeals: related the audience’s sense of right versus wrong Message Structure (How to say it?): Key decisions are required with respect to three message structure issues:  Whether or not to draw a conclusion  One-sided vs. two-sided argument  Order of argument presentation Message Format (How to say it?): Design, layout, copy, color, shape, movement, words, sounds, voice, body language, dress, etc. Step 4: Choosing Media -Personal communication channels  Includes face-to-face, phone, mail, and Internet chat communications  Word-of-mouth influence is often critical  Buzz marketing cultivates opinion leaders -Nonpersonal communication channels  Includes media, atmosphere, and events Step 5: Selecting the Message Source  Highly credible sources are more persuasive  A poor spokesperson can tarnish a brand Step 6: Collecting Feedback  Recognition, recall, and behavioural measures are assessed  May suggest changes in product/promotion Setting the total promotion budget: -Affordability Method Budget is set at a level that a company can afford -Percentage-of-Sales Method Past or forecasted sales may be used -Competitive-Parity Method Budget matches competitors’ outlays Objective-and-Task Method Specific objectives are defined Tasks required to achieve objectives are determined Costs of performing tasks
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