The Marketing Communication mix

Overall Marketing Objectives

Marketing Communication Mix 4Cs Customer Value Convenience Communication Cost Advertising Public Relations Personal Selling Sales Promotion

4Ps Product Place Promotion Price

Direct Marketing
Target Market

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

The press ad says that gorging on a cheese cake wont 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

Weaknesses
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

Personal Selling
Personal presentation by the firms 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; Wellsuited 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