METHODS OF MARKETING COMMUNICATION

What is Marketing Communication Mix ?Also known as a promotional mix, a marketing communications mix is a term used to describe the varied strategies used to advertise and promote a business or its product line.

The marketing communications mix focuses on four broad classes of approaches that may be used to alert consumers to the benefits and availability of products.

The five essential aspects of this type of communications mix include Sales Promotions, Personal selling, Direct marketing efforts, General Advertising, and Public Relations.

Elements of Marketing Communication Mix

ADVERTISING

Origin Latin Word “ad verter” which means to attract.

Advertising objective can be categorized based on whether the companies goal is to

1) INFORM

2) PERSUADE

3) REMIND

4) REINFORCE

Definitions

According to American marketing association

“Any paid form of non personal presentation and promotion of Goods, Services or Ideas by an

identified sponsor.”

Acc. To Philip Kotler,

“Advertising is non-personal form of communication conducted through

paid media under clear sponsorship.”

ADVERTISMENT OF PARLE - G

Features of Advertising

Paid Form

Non- Personal

PresentationPromotional

Identified Sponsor

Features of Advertisement

1. Paid form2. Non Identified Sponsor 3. Any form 4. Goods, Services, Ideas5. Can be used by any organization6. Speedy Communication7. Mass Communicating8. Advertising is an art9. Advertising is not exact science10. An Important Element of Promotion

Mix11. Motivate and inspires12. Controlled

IMPORTANCE OF ADVERTISING

Crucial for a launch or announcement.

Source of revenue for publishers.

Promotes goods, services, ideas and events.

Helps in increasing the sales.

Maximizes the profit of an advertiser.

Creates consumer awareness.

Educate society.

Monitoring of demand and supply.

Builds brand's image.

Generates employment.

Sales promotions

Sales Promotion Offers incentives such as coupons, discount vouchers, and short-term sale prices which often tempt to consumers into buying a product.

Definition of Sales Promotion

The American Marketing Association (AMA), defines sales promotion as

“Media and Non-media marketing pressure applied for a predetermined,

limited period of time in order to stimulate trial, increase consumer

demand, or improve product availability.“

Characteristics of a successful Sales Promotion

Value REDUCED

PRICE

FREE GIFTS

ASSOCIATION

INCREASED (REAL) VALUE

Engagement

Urgency

TYPES OF Sales Promotion

Consumer Sales Promotions. Sales promotions targeted at the consumer.

Trade Sales Promotions Sales promotions targeted at retailers and wholesale

Outside sales promotion activities include advertising, publicity, public relations activities, and special sales events.

Inside sales promotion activities includes window displays, product and promotional material display and promotional programs such as premium awards and contests

TOOLS OF SALES PROMOTION

Stimulation of sales achieved

through

ContestGames

Giveaways,

Premium and Bonus

Offer

Exchange Schemes

Price off offer

Coupons

Fair and Exhibition

Trading Stamps

Scratch and Win Offer

Money Back Offer

MERI MAGGI CONTEST

https://www.youtube.com/watch?v=JIbZgZPgIls

https://www.youtube.com/watch?v=nWa3tUtQ5OU

From Me & Meri Maggi to Meri Maggi – 2 minute mein khushiyan, India’s favourite noodle brand strives hard to remain her favourite. The brand has roped in India’s favourite superstar ‘Amitabh Bachchan’ to herald the new positioning of ‘2 minute mein kushiyan’.

Big B acts as the storyteller in the newly launched TV commercials narrating real life stories of Maggi loyalists and how it helped bring 2 minutes of happiness into their lives. Taking this message further by building excitement around fans is the new opportunity proposed by Big B – Fans can now  feature on the Maggi noodles pack and ad, by sharing how they created 2 minutes of kushiyan with Maggi. For this the brand has created an app on their Facebook page titled ‘’ which is a 4-month long cam Share your Maggi moment capaign.

Importance of Sales Promotion

1. Importance of sales promotion to producers

Attracts new customers + Increase in demand for old products.

Increase in volume of production and sales

Decreases per unit cost. As a result, profit increases.

+Also increases effectiveness of personal selling, advertisement and goodwill of the firm. 

IMPORTANCE TO SALES PROMOTION CONTINUED…

2. Importance of sales promotion to intermediaries

No need to inform consumers about the features, utility, price, etc of the products.  

This saves labor and time.  

As the businessmen get trade discount, gift, bonus, etc from producers.  

Sales volume increase 

It results in more profit.    3. Importance of sales promotion to consumers

Direct benefits • Free distribution of samples,• Reduction in price,• Coupon, • Participation in competition etc.

 Indirect benefits

• Increases their loyalty to the product and firm, • Knowledge about the products, • Improvement in their living standards etc. • Availability of goods at cheaper price

 

EUREKA FORBES VIDEO

https://www.youtube.com/watch?v=DK2jpPpct9w

https://www.youtube.com/watch?v=RYl9mN3ONSI

Personal selling

DefinitionFace-to-face selling in which a seller attempts to persuade a buyer to make a purchase.

Personal selling ( Sometimes referred to as personalized selling )

An approach and efforts of a salesperson

To establish and grow rapport with a specific customer.

To know the customer, assess his or her needs and addressed.

For example. a real estate broker would use a different sales presentation for a couple looking for their first home than for a couple looking for their second home.

Characteristics of Personal Selling

1. Feedback

2. Persuasion

3. Flexibility

4. Builds relationships

5. Efficient communicative interchange

6. Dyadic communication

7. Mutual benefit

8. Supplies of information

9. Promotes sales

10. Expensive

11. Assures the buyers

IMPORTANCE OF PERSONAL SELLING

1. It is a flexible tool

2. It involves minimum wasted effort

3. It results in actual sale

4. It provides feedback

5. It complements advertising

6. It educates customers

7. It assists the society

Direct Marketing

Direct Marketing is one to one approach.In direct marketing , the marketer and the prospective customer directly interact without the presence of any intermediary like a wholesaler, retailer, etc.

Various vehicles of Direct Marketing.•Direct mail, •Direct response television or radio, •Mail-order catalogues, •Direct email,•Internet, •Telemarketing, etc,

Examples of Direct Marketing

CHARACTERISTICS OF DIRECT MARKETING

Measurable Response

Database

Transaction Medium

Response Mechanism

Interactive

IMPORTANCE OF DIRECT MARKETING

Quicker Sales

Better Targeting

Tailored Messages

Relationship Building

Predictable Investment and

Returns

Enhance Profit

Aide to Market Research

Public Relations VEDIO on Bollywood’s FILM release or IPL VIDEO LINK

Public RelationsBuilding good relations with the company’s various publics by obtaining favourable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.

Many people confuse public relation with publicity, one of the tools of achieving the former.

While publicity is primarily concerned with influencing audience by generating and distributing newsworthy information through the media,Public relations does much more than that, like participation in community affairs, fund-raising, sponsorship of events, publicity of special publications or even advertising.

The result of public relations activities may be publicity.

Features of Public Relations

Securing Cooperation of

Public

Successful relation with

Public

Satisfying different Groups

Engaging in Dialogue

Ongoing Activity

Specialized Activity

IMPORTANCE OF PUBLIC RELATIONS 

Assisting in the launch of new products

Assisting in repositioning a mature

product

Building interest in a product category

Influencing specific target

groups

Defending products that

have encountered

public problems

Building the corporate image in a way that reflects

favorably on its products

COKE COLA PROMOTIONAL MIX

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