Transcript Marketing Communication Mix

Dr. Inas A.Hamid
Public
Relations
Advertising
Packaging
Word
Of
mouth
Sponsorship
Consumer
audiences
Exhibitions
Channel
Audiences
Branding
All
Stakeholders
Audiences
Internal Marketing
Personal Selling
Websites
Branding
Sales Promotion
Primary and secondary tools

The choice of primary promotion tool
can also be influenced by the stage of
the product life cycle (PLC).
1. Introduction
At this stage, the primary need is to secure trade
acceptance and then build public awareness.
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2. Growth
During growth, promotional activity is used
competitively to build market share. Customers
are normally willing to buy, having been made
aware, but their problem becomes one of brand
choice. Marketing communications should
therefore be used to differentiate and clearly
position product such that it represents significant
value for the customer.
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3. Maturity
The primarily characteristic of this stage is that there
is little or no growth. The battle therefore is to retain
customers’ loyalty, and to do these sales promotions
are often used, to encourage trial by non-users of a
brand and as a reward for current users.
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4. Decline
As sales start to decline it is normal practice to
withdraw a great deal of promotion support. Direct
marketing and a little well targeted advertising to
remind and reassure brand loyal is the most
commonly used.
The Communication Mix
1- Advertising
Appeals and Execution Styles
Advertising appeals refers to the approach used
to attract the attention of consumers and / or to
influence their feelings toward the product,
service, or cause.
 The way a particular appeal is turned into an
advertising message presented to the
consumer is called creative execution.
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Appeals
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Informational / Rational Appeals
emphasize features of a product or service
and / or the benefits or reasons for owning
or using a particular brand. The content of
these messages emphasizes facts,
learning, and the logic of persuasion.
Emotional Appeals
 Relates to the customers, social and / or
psychological needs for purchasing a
product or service.
 Ads using safety, security, fear, love,
affection, happiness, joy, excitement
and other appeals that can affect the
emotions of consumers and put them in a
favorable frame of mind.
BMW uses
a comparative appeal
BMW uses
a news appeal
A Kelogg serial uses a feature appeal

Volvo car advertising uses an emotional
appeal (love & safety), whereby it is using
the “ Who would you give a Volvo to?”
theme to enhance consumer’s attachment
to the brand, and make the experience of
using the product warmer.
2-Sales promotion

Sales promotion: a range of tactical
marketing techniques, to add extra value
or incentive to a product or service, in
order to achieve a specific sales and
marketing objective, such as price cuts,
coupons, loyalty programs,
competitions, free samples, etc.
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Sales promotion involves some type of
inducement that provides an “extra
incentive” to buy, it may be a coupon or
price reduction, or an extra amount of a
product or a free sample of the product .
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Sales promotion can be targeted to different
parties in the marketing channel, for example
it can be broken into two major categories:
consumer-oriented and trade-oriented
promotions.
shows a premium offer is used to provide
extra incentive to purchase a product.
Advantages

Obtaining trial and purchase: One of the
most important uses of sales promotion techniques is
to encourage consumers to try a new product or
service. Also to encourage people who try the brand
to repurchase it.

Increasing consumption of an
established brand to attract nonusers of the
product category or users of a competing brand.
Defending current customers to retain its
current customer base.
 Targeting a specific market segment. For
example, clothing and school supply
companies targeting children and teens run
promotions in late summer when most of
the back-to-school shopping occurs.
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Disadvantages.
 When the extra promotional incentive is not
available, they switch to another brand.
 If the promotion is successful and leads to
a differential advantage, competitors may
quickly copy it.
3-Personal Selling
Personal selling involves selling
through a person-to-person
communications process through
persuasion.
 messages flow from a sender to a
receiver directly. This direct
communication lets the sender
immediately receive and evaluate
feedback from the receiver.
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This communication process, known as
dynamic communication (between two
people or groups), allows for more specific
tailoring of the message and more personal
communications than do many of the other
media discussed. The message can be
changed to address the receiver’s specific
needs and wants.
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To promote the company’s products or
services, the salesperson must
understand the client’s specific needs.
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The use of personal selling varies from
firm to firm depending on a variety of
factors, including :
 the nature of the product or service
 size of the organization.
 type of industry. Personal selling often
plays the dominant role in industrial
firms.
Determining the role of Personal Selling
Management should be guided by the
following when using this activity:
Determining the information to be exchange and
this need knowing the objectives of the PS
(increasing awareness or trial,….
 Examining promotional mix alternatives. Personal
selling offers advantages in some situations but is
less appropriate in others.
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Determining cost-effectiveness. One of the
major disadvantages of personal selling is
the cost involved. In industrial settings , a
single purchase can be worth millions of
dollars, the same cost may be unfeasible in
a consumer market (FMP).
Advantages
Allowing for two-way interaction.
 Tailoring of the message, the sender
address the consumer’s specific
concerns, problems, and needs. The
sales rep can also determine when to
move on to the next selling point, ask for
the sale, or close the deal.

Lack of distraction. the buyer is generally
paying close attention to the sales message.
 Involvement in the decision process.
Through consultative selling and relationship
marketing, the seller becomes more of a
partner in the buying decision process
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Source of searching information. the sales
force can be the ‘eyes and ears’ of the firm.
Sales reps can collect information on
competitors’ products and services,
promotions, pricing, and so on. In addition,
they can learn about the buying needs and
wants of customers and potential customers.

Technical details can be given to the
customer, and the product can be
demonstrated if necessary.
Disadvantages
 Inconsistent messages. The lack of
standardized messages can become a
disadvantage.
 High cost.
 Poor reach.
 Potential ethical problems. Sellers may say and
do things they know are not entirely ethical or in
the best interest of the firm in order to get a sale.
Relationship marketing
 The modern sales person is attempting to
establish a long-term, symbiotic relationship
with clients, working with them as a solutions
provider.
 Relationship marketing is defined as an
organization’s effort to develop a long-term, costeffective link with individual customers for mutual
benefit.
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The sales department works with marketing
to use techniques like database marketing,
message differentiation to different target
markets, and tracking of promotional effects
to improve the relationship. Relationship
building also requires trust, if the customer
does not trust the salesperson, there is no
relationship and the sale will focus only on
price.
4- Public Relations
In traditional perspective, PR is
viewed as a non-marketing function
whose primary responsibility is to
maintain mutually beneficial
relationships between the organization
and its publics.
 Now, the new role of PR is considered
primarily a marketing communications
function.
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Public relations consist of all the
communications a company instigates with
its audiences or stakeholders.
Activities that the PR practitioner may carry out
at some time.
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Counseling based on an understanding of human behavior
Analyzing future trends and predicting their consequences
Research into public opinion, attitudes and expectations and
advising on action
Establishing and maintaining two-way communication
Preventing conflict and misunderstandings
Promoting mutual respect and social responsibility
Harmonizing the private and public interest
Promoting goodwill with staff, suppliers and customers
Attracting good personnel and reducing labor turnover.
Integrating PR into the promotional mix
 Some researches have referred to PR
activities designed to support marketing
objectives as marketing public relations
(MPR) functions.
Advantages:
 Credibility. Publics do not realize the organization
either directly or indirectly paid for them- they tend
to have more credibility. For example, an article in
newspapers or magazines discussing the virtues of
aspirin may be perceived as much more credible
than an ad for a particular brand of aspirin.
 Cost. The cost of PR is low.
 Avoidance of clutter. Because they are typically
perceived as news items, PR messages are not
subject to the clutter of ads.
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Ability to reach specific groups. Because some
products appeal to only small market segments, it is
not feasible to engage in advertising and / or
promotions to reach them. If the firm does not have
the financial capabilities to engage in promotional
expenditures, the best way to communicate to these
groups is through public relations.
Image building. Effective PR helps to develop a
positive image for the organization.
Disadvantages
 The receiver may not make the connection
to the source. Many firms, PR efforts are
never associated with their sponsors in the
public mind.
 a lack of coordination with the marketing
department.
4- Point-of-purchase
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Are communications at the point of
purchase or point of sales. It includes
several communications tools such as
displays, advertising within the shop,
store layout, etc.
5- Exhibitions and trade fairs
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Are of great importance for contacting
prospects, users and purchasers.