Skip to main content

Marketing Communications: five finger story

Marketing Communications is about establishing an image for company and products. It is to communicate benefits from products, create awareness about new products, keep existing products in focus and generate market excitement. 

The company's marketing communication tactics alerts customers to sale, justifies prices with benefits, answer consumer's questions, provide after sale reinforcement and keep organisation in focus. 


All marketing communication tools should work in unity. It should be a seamless communication process sans hitches. 

Advertising: It is a paid form of non-personal communication about an organisation, product, service or idea by an identified sponsor. 


Paid: purchase of space or time for advertising messages. 
Non-personal: uses mass media to transmit messages to large target groups with little opportunity for immediate feedback. (in case of traditional form on mass media: newspapers, magazines, TV, Radio)


Direct Marketing: It is a method in which organisation communicate directly with target consumers to generate a response or transaction. It is much more than direct mail and direct mail order cataloge system. 

It includes activities like Direct Selling, Tele-marketing and direct response ads through direct mails. 

Sales Promotion: It creates market excitement for quick sales. This method promises additional benefits. There are market activities that provide extra value or incentives to sales force, distributors or the ultimate consumers and can stimulate immediate sales. 

Personal Selling: A 'person-to-person' communication in which a seller attempts to persuade prospective buyers to purchase company's products or services or to act on an idea. 

Few tactics to get success using this tool
1. GFA - Gain Favorable attention
2. Determine need/problem
3. Offer solution
4. Gain commitment

Publicity and Public Relations
Publicity: Publicity is that activity which generates non-personal stimulation of demand for a product, service or business by planning commercially significant news about it, in media that is not paid for.

Public Relations: an organisation systematically distributes information in an attempt to control or manage nature of the publicity it gets and its image.

Comments

  1. hi was just seeing if you minded a comment. i like your website and the thme you picked is super. I will be back.
    Marketing Communication

    ReplyDelete

Post a Comment

Popular posts from this blog

Corporate Identity: Self potrayl of an organisation

An organisation carries out thousands of operations, it buys, it sells, it hires and fires employees and  it promotes its products/services using promotional tools. All these operations of the organisation relate wholly or partially to various publics.  No organisation can work in isolation. Companies are dependent on reactions and actions of its customers and consumers. People react and respond towards any organisation according to the way the company is perceived in the market. Image and identity of the company are related to each other.  The sum total of the way an organisation represents itself is called identity. The way different publics perceives an organisation is often known as image. Marketing wars are not won and lost in shopping malls, but are won and lost in the minds and hearts of the people.  Style of functioning of a company can be called as mark of identity of a company. Whereas, the kinds of actions and reactions in the minds of people is mark of image. Identity is r

Book Review: Dog's Advice

Dog's Advice by Sean Stroud My rating: 4 of 5 stars This children book by Sean Stroud is an ideal read not only for kids but also for adults of all ages. The book is fascinating with pictorial representations and prose form of storytelling. It successfully generates and maintains interest till the end. Dog's Advice, very quietly and humbly makes the reader understand the importance of doing good to others. Something which as adults we all know and teach to our kids, but somehow in our daily lives miss doing it precisely the way it should be done! This 54 pager read very accurately reinforces the power of doing good in our minds, in a straightforward and understandable manner. No complexities, no beating around the bush, just straight to the point! Interest to understand how Kaleb will get on his foot and the identity of the old man is maintained till the last page. 'Don't follow this crowd, you are sure to fail. You be the light, so good can prevail'