Transcript Communication`s Mix

Introduction to Marketing
MARKETING
COMMUNICATIONS
Developing A
Communication’s Mix
Bangor Transfer Abroad Programme
Introduction to Marketing
COMMUNICATIONS MIX
INFLUENCED BY:
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Nature of Product/Service
Nature of Customers
Competitor Activity
Dynamic of the Market
Resource Availability
Bangor Transfer Abroad Programme
Introduction to Marketing
COMMUNICATIONS ACTIVITIES
Traditional
Advertising
Personal Selling
Publicity
Sales Promotion
Bangor Transfer Abroad Programme
Introduction to Marketing
COMMUNICATIONS ACTIVITIES
Developed / developing
Word-of-Mouth
Direct Mail
Sponsorship
eMarketing
Bangor Transfer Abroad Programme
Introduction to Marketing
PLUS:
For truly integrated communications
ALL OTHER organisational activities
can be designed to have a
communications impact
Bangor Transfer Abroad Programme
Introduction to Marketing
WORKING DEFINITIONS
ADVERTISING
Transmission of a
message by an
identified sponsor,
through the media,
with payments for
time/space used
PUBLICITY
Placing of
commercially
significant news in
the media, incurring
no media cost
Bangor Transfer Abroad Programme
Introduction to Marketing
WORKING DEFINITIONS
Personal Selling
Sales Promotion
Face-to-face
conversation , with
the purpose of
making a sale
1. Support material for
selling efforts
2. The temporary
addition of value
Bangor Transfer Abroad Programme
Introduction to Marketing
ADVERTISING AND
PERSONAL SELLING
Advertising
One way
Impersonal
Communication
objectives
Information out
General messages
Personal Selling
Interactive
Personal
Sales objectives
Info. in and out
Customer Specific
Bangor Transfer Abroad Programme
Introduction to Marketing
ADVERTISING and PUBLICITY
Advertising
High transmission
costs
Complete message
control
Specific timing
Able to repeat
Degree of disbelief
Publicity
No media costs
Limited control
No guarantees
No guarantees
Source legitmacy
Bangor Transfer Abroad Programme
Introduction to Marketing
ADVERTISING AND
SALES PROMOTION
Advertising
Indirect
Sales Promotion
Direct and Indirect
Communications
objectives
Sales objectives
Distance between
message and sale
Impact direct on
sales/behaviours
Bangor Transfer Abroad Programme
Introduction to Marketing
Why eMarketing?
• Global reach
• Lower Cost
• Measurable Results
• 24 hours
• Personalisation
• Creative Opportunity
• Immediacy
Bangor Transfer Abroad Programme