Sunday, March 6, 2016

Excerpts from Marketing Communication: Channels and Promotion Tools:

"Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers - directly, or indirectly - about the products and brands that they sell." (Kotler and Keller)

The marketing communications mix is presented as mix of eight major modes or types of communication alternatives by Kotler and Keller in the 13 Edition.
1. Advertising
2. Sales promotion
3. Events and experiences
4. Public relations and publicity
5. Direct marketing
6. Interactive marketing
7. Word-of-mouth marketing
8. Personal selling

Companies take various steps to stimulate personal communications about their products and brands.

1. They identify influential individuals and devote extra effort on them.
2. Create opinion leaders by supplying possible opinion leaders with the product on attractive terms.
3. Use influential or believable people in testimonial advertising.
4. Develop word of mouth publicity by requesting satisfied clients to promote their product among their friends.
5. Establish online discussion groups and communities

Advertising is an efficient way to reach geographically dispersed potential buyers at a low cost per exposure.

Sales promotion tools like coupons, contests, premiums have a distinct invitation to the consumer to do the transaction in a short period of time.

Personal selling as a communicative channel involves a live, immediate, and interactive relationship between persons.

Events and Experiences are  activities that create novel interactions of consumers with product or brand.

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