Marketing Communication Tools 1 PDF

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Week 1 ...

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Marketing Communication Tools: Week 1, 11/01/18 Consumers experience the most? Don’t notice them (Marketing communications) because they saturate the economy, especially in Britain. We communicate with people because we want them to respond. One of the 4 P’s – Promotion Strategy – Long term Public relations, creating a favourable impression of your business, sponsorship etc. Tactics – Short term Advertise, sales promotion etc. Marketing Communication - To “encourage a transaction” - The DRIP elements of marketing communication “The marketing communications mix consists of a set of tools (disciplines) that can be used in various combinations and different degrees of intensity … to communicate with a target audience.” (Fill and Turnbull, 2016, p. 20) The idea of dialogue is very important for marketing communications The adoption process, one of the models we will learn about. To move the consumer through a series of steps, (Unaware) – awareness – interest – evaluation – trial - ADOPTION Communication tools used to move consumers through the stages - Alters depending on the product

What are the communication tools? • Advertising • Sales Promotion • Personal Selling • Direct Marketing • • • •

Public Relations Sponsorship Exhibitions (ie trade shows) Social media – not so much a ‘tool’ in itself, but vital for 21st century marketing communications

In summary: The Tools… Advertising • Non-personal • Mass communication • High degree of control over design and delivery • Flexible (national or specialised) • Effect hard to measure • Low credibility • Costly (though many people can be reached…) Sales promotion • Tactical (short term) • Non personal • Can be precisely targeted • Low cost

Advertising is difficult to measure, can’t measure how many people respond to the advert. Cheap and Cheerful, sales promotion.

More of The Tools… Personal Selling • Face-to-face • Immediate feedback • Very high cost • Low control Public Relations • Strategic • High credibility • Low control • Can be very influential (eg. 3rd party endorsement) • Part of a ‘profile strategy’

Face to Face brings its own strength, pressure/persuasive? Low control, it’s in the moment – you don’t know what sales adviser is saying, can’t monitor it

The Final Tools… Direct Marketing • Personalised communication (no intermediaries) • Relationship building Social Media • not a ‘tool’ in itself, but a range of communications channels – notably Facebook, Instagram, Twitter, bloggers etc. Generally, the world wide web. Exhibitions • Trade shows and expositions (expos) • Mostly business to business / for channel intermediaries • Push strategy

Direct Marketing - Tailoring suggestions to you personally through the use of internet stalking via cookies.

PR/Sponsorship is a profile strategy...