Transcript The marketing communications mix

THE MARKETING
COMMUNICATIONS
MIX
•Most service marketers have access to
numerous forms of communications,
referred to collectively as the marketing
communications mix.
•Different communication elements have
distinctive capabilities relative to the
types of messages they can convey and
the market segments most likely to be
exposed to them.
New Opportunities for Highly Targeted
Communications
•With the advances of on-demand
technologies, consumers are increasingly
empowered to decide how and when
they like to be reached.
•This development is transforming
marketing communications on TV, radio,
and the Internet.
Communications Originate from Different
Sources
• PERSONAL COMMUNICATIONS
• ADVERTISING
• Selling
• Broadcast
• Customer service
• Print
• Training
• Internet
• Telemarketing
• Outdoor
• Word of mouth
• Direct mail
• SALES PROMOTIONS
• Sampling
• Coupons
• Gifts
• Sign-up rebates
• Prize promotions
• Publicity and Public Relations
•
•
•
•
•
•
Press Releases
Press Conferences
Special Events
Sponsorship
Trade Shows/Exhibits
Media-Initiated Coverage
Communications Originate from Different
Sources
• Instructional Materials
• Websites
• Manuals
• Brochures
• Interactive software
• Voice Mail
• Corporate Design
•
•
•
•
•
•
Signage
Interior decor
Vehicles
Equipment
Stationery
Uniforms
Messages Transmitted Through Production
Channels
•Messages transmitted through
production channels comprises
communications developed within the
organization and transmitted through the
production channels that deliver the
service itself – primarily service outlets
and front-line staff.
•Customer Service from Front-Line Staff
•Customer Training
•Service Outlets
Messages Transmitted Through Marketing
Channels
• Personal Selling
• Trade Shows
• Advertising
• Direct Marketing
• Sales Promotion
• Public Relations
Messages Originating from Outside the
Organization
•Word of Mouth
•Blogs
•Editorial Coverage
Marketing
Communications and the
Internet
Internet Marketing Offers Powerful
Opportunities for Interactivity
•Marketers use the Internet for a variety of
communications tasks. These tasks include
promoting consumer awareness and interest,
providing information and consultation,
facilitating two-way communications with
customers through email and chat rooms,
stimulating product trial, enabling customers
to place orders, and measuring the
effectiveness of specific advertising or
promotional campaigns.
Web Site Design Considerations
•From a communication standpoint, a
website should contain information that a
company’s target customers will find useful
and interesting.
•Service firms should set explicit
communication goals for their websites.
•Innovative companies are continually
looking for ways to improve the appeal and
usefulness of their sites.
Sticky Site
•Marketers must also address other
attributes such as downloading speed that
affect web site “stickiness” – whether
visitors are willing to spend time on the site
and will revisit in the future.
•A sticky site is
• High in content quality
• Easy to use
• Quick to download
• Updated frequently