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Marketing communication strategy
This document provides an overview of marketing communication strategies and tools. It discusses the objectives of marketing communication as informing, persuading and reminding the target audience. The key elements of the marketing communication mix are described as advertising, promotion, public relations, direct sales. Advertising is elaborated on as the most prominent paid element, with the AIDA model of attracting attention, building interest, creating desire and prompting action. Other marketing communication channels like public relations, sales promotion and personal selling are also summarized along with their objectives and benefits.
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Marketing communication strategy
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- 2. Marketing communications aremessages and related media used to communicate with a market. Marketing communications is the "promotion" part of the "marketing mix" or the "four Ps": price, place, promotion, and product. It can also refer to the strategy used by a company or individual to reach their target market through various types of communication.
- 3. Key Objectives ofMarketing Communication : 1. To inform your target audience about your brand. 2. To persuade them to use your product or service. 3. To remind them through various marketing channels about your product or services.
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- 5. Advertising • Advertising isoften the most prominent element of the communication mix. • Advertising includes all messages a business pays to deliver through a medium to reach a targeted audience. • Since it involves the majority of paid messages, companies often allocate significant amounts of the marketing budget to the advertising function. • While it can be costly, the advertiser has ultimate control over the message delivered, since it pays the television or radio station, print publication or website for placement.
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- 7. AIDA of Advertising ATTENTION •You must first capture the viewer’s attention — an essential component of any ad campaign. • Most campaigns rely on a mix of visual stimuli to accomplish this, using images to help an ad stand out and create a lasting impression. • Text is then employed to further grab attention, enticing the reader to continue reading in search of more information.
- 8. AIDA of Advertising INTEREST •Consumers don't actually need most of the products they buy but think they do. • Being able to establish a need in the mind of a consumer is the cornerstone of an effective ad campaign. • Creating a personal link helps build trust; hinting at something special to come cements their interest in what you have to say.
- 9. AIDA of Advertising DESIRE •This is the stage where you stoke the flames of their desire until they are absolutely certain they have to have what you are selling. • This is often accomplished through the problem-solution technique. Your consumer has a problem — you have the solution. The solution is so amazing, they simply cannot live without it. • This phase also covers another vital facet in any advertising campaign — what's in it for them. This will build the desire you need them to feel to make that decision.
- 10. AIDA of Advertising ACTION •You've attracted their attention, built their interest and fanned their desire. Now it's time to get them to take action. • Whether it's going to your website, picking up the phone or sending an order, the last section of your advertisement needs to contain a powerful call to action.
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- 16. Bed and BreaktfastAdvertising
- 17. Another brilliant advertising from Durex Anotherbriliant advertising from Durex
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- 20. 6 Elements ofGood PR 1. Good PR is telling the client what they need to hear instead of what they want to hear. Good PR recognizes that the best “PR strategy” needs to be followed-up with the client’s good products/services or else it’s all a vain and wasted effort that harms everyone’s reputation.
- 21. 2. Good PRis not just about the over-glorified launch. Good PR helps build and sustain a groundswell of brand support — incrementally changing consumer behaviors via a steady stream of relevant and candid communication to both “media” and “consumers.”
- 22. 3. Good PRcelebrates the client’s customers in an inclusive, non-exploitive way. And, good PR welcomes the input of “neutrals” and especially “critics,” and adapts strategy accordingly.
- 23. 4. Good PRis proactive in idea generation and responsive in a crisis. Good PR finds the balance.
- 24. 5. Good PRis measurable. (And yet also hard to measure, since most clients want to measure different things.)
- 25. 6. Good PRleverages pre-existing relationships with influential people — relationships built on trust and credibility earned over years of service.
- 26. PROMOTION • Sales promotionrefers to short term use of incentives or other promotional activities that stimulate the customer to buy the product. • Sales promotion techniques are very useful because they bring: (a) Short and immediate effect on sale. (b) Stock clearance is possible with sales promotion. (c) Sales promotion techniques induce customers as well as distribution channels. (d) Sales promotion techniques help to win over the competitor.
- 27. MERITS of SALESPROMOTION 1. Attention Value: The incentives offered in sales promotion attract attention of the people. 2. Useful in New Product Launch: The sales promotion techniques are very helpful in introducing the new product as it induces people to try new products as they are available at low price or sometimes as free sample.
- 28. 3. Synergy inTotal Promotion Efforts: • Sales promotion activities supplement advertising and personal selling efforts of the company. Sales promotion adds to the effectiveness of advertisement efforts. 4. Aid to other Promotion Tools: • Sales promotion technique makes other promotion techniques more effective. Salesmen find it easy to sell products on which incentives are available. MERITS of SALES PROMOTION
- 29. Direct and Personal Selling • Personalselling means selling personally. This involves face to face interaction between seller and buyer for the purpose of sale. • The personal selling does not mean getting the prospects to desire what seller wants but the concept of personal selling is also based on customer satisfaction.
- 30. Benefits of Directand Personal Selling 1. Helps in Identifying Needs. Salesmen help the customers to discover their needs and wants and they also help customers to know how these needs and wants can be satisfied.
- 31. 2. Latest MarketInformation. In personal selling salesmen provide information regarding the new products available in market, uses of those products etc.
- 32. 3. Expert Advice.Customers can get expert advice and guidance in purchasing various goods and services.
- 33. 5 Ways toCreate a Successful Integrated Marketing Campaign
- 34. Step 1: Havea clear understanding of who your target audience is.
- 35. Step 2: Pickyour channels. In addition to asking, 'Which channels do my customers use?' ask yourself 'What are the channels' strengths and weaknesses? How will they help me reach my business objectives?'
- 36. Step 3: Havea consistent look Make sure your visual identity is consistent
- 37. Step 4: Createclear, consistent content that can easily be adapted or repurposed to suit different media or channels.
- 38. Step 5: Ensurethat your messaging is integrated.
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