The Marketing Communication mix

Marketing Communication Marketing Communication MixMix

•Advertising

•Public Relations

•Personal Selling

•Sales Promotion

•Direct Marketing

Marketing Communication Marketing Communication MixMix

•Advertising

•Public Relations

•Personal Selling

•Sales Promotion

•Direct Marketing

Overall Marketing Overall Marketing ObjectivesObjectives

4Ps4Ps• ProductProduct• PlacePlace• PromotionPromotion• PricePrice

4Ps4Ps• ProductProduct• PlacePlace• PromotionPromotion• PricePrice

Target MarketTarget Market

4Cs4Cs• Customer ValueCustomer Value• ConvenienceConvenience• CommunicationCommunication• CostCost

4Cs4Cs• Customer ValueCustomer Value• ConvenienceConvenience• CommunicationCommunication• CostCost

Communication Mix

“The specific mix of advertising, personal selling, sales

promotion and public relations a company uses to pursue its

advertising and marketing objectives”

- Kotler

Advertisement• Any paid form of non-personal presentation and promotion of ideas,

goods, or services.

• Channels – TV, Newspaper, Radio, Internet, billboards, POPs, etc

• Reaches large geographically dispersed audiences, with high frequency

• NEED FOR ADVERTISING • Pull factor – Widespread visibility• Make a statement• Brand Recall & top of mind

awareness• Establish Strong brand image

• NEED FOR ADVERTISING • Pull factor – Widespread visibility• Make a statement• Brand Recall & top of mind

awareness• Establish Strong brand image

The press ad says that gorging on a cheese cake won’t make you feel guilty because ‘curves are back’.

Strengths

• Offers to spread a planned

message

• Low cost per prospect

• Can target prospects with

particular demographic and

socio economic features

• Target prospects who cannot

be reached by salesmen

• Enhances sale and pulls

buyers to sellers

• Less effective, less flexible

than face to face selling and

during later stages of product

life cycle

• One way communication

• Repetition cost

• Credibility and

Trustworthiness questioned

Weaknesses

Personal Selling

• Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships.

Five Stage Personal Selling Process

• 1. Prospecting.• 2. Making first contact.• 3. The sales call.• 4. Objection handling.• 5. Closing the sale.

• Most effective tool for building buyers’ preferences, convictions, and actions; Personal interaction allows for feedback and adjustments; Relationship-oriented; Buyers are more attentive; Sales force represents a long-term commitment; Most expensive of the promotional tools

Sales Promotion

• Short-term incentives to encourage the purchase or sale of a product or service.

some examples of popular sales promotions activities:

• a) Buy-One-Get-One-Free (BOGOF)• (b) Customer Relationship Management (CRM)• (c) New media• (d) Merchandising• (e) Free gifts• (f) Discounted prices• (g) Joint promotions• (h) Free samples• (i) Vouchers and coupons• (j) Competitions and prize draws• (k) Cause-related and fair-trade• (l) Finance deals

• May be targeted at the trade or ultimate consumer; Makes use of a variety of formats: premiums, coupons, contests, etc.; Attracts attention, offers strong purchase incentives, dramatizes offers, boosts sagging sales; Stimulates quick response; Short-lived; Not effective at building long-term brand preferences

Public relations

• Public Relations (PR) are any purposeful communications between an organisation and its publics that aim to generate goodwill.

some of the approaches that are often considered under the PR banner

• Interviews and photo-calls.• Speeches, presentations and speech writing.• Corporate literature e.g. financial reports.

• Highly credible; Very believable; Many forms: news stories, news features, events and sponsorships, etc.; Reaches many prospects missed via other forms of promotion; Dramatizes company or product; Often the most under used element in the promotional mix; Relatively inexpensive (certainly not 'free' as many people think--there are costs involved)

Direct marketing

• Direct communications with carefully targeted individual consumers to obtain an immediate response and cultivate lasting customer relationships.

direct marketing media • Inserts in newspapers and magazines.• Customer care lines.• Catalogues.• Coupons.• Direct mail• Door drops.• TV and radio adverts with free phone numbers or

per-minute-charging.• ...and finally - and most importantly - The

Internet and New Media.

• Four distinctive characteristics: Nonpublic, Immediate, Customized, Interactive; Well-suited to highly-targeted marketing efforts

• Refer notes

Refer to the pdf

• vols

• Target Audience : metropolitan cities , average to high income, 20 -34 age group

• Marketing Objective : Selling 10,000 units within a budget of $5,000,000 -

Advertising - volkswagen

• Think small campaign– compact features1959 • Quirkiness and humor based• Un pimp Campaign - website users can

customise automobile and diff video – test drive with helga – attractive russian woman

• VW hand signal – put up on yahoo, MSN autos, Road and Track, Gamespy

• Meet the volkswagens• Think blue tag line