Dramatization- like, advertising pr can dramatise a company or product. The body Shop is one of the few international companies that have used the public relations as an effective alternative to mass tv advertising weak theories of Public relations Public relations are often described as a marketing stepchild because of its limited and scattered use. The public relations department is usually located at coporate headquarters. Their staffs are so busy dealing with various publics that public relations programmes to support the product may be ignored. Publicity part of public relations cannot always be controlled to the extent that other elements of the promotional mix can. For example, just as Perrier's contamination problems appeared to be easing, a bbc television programme showed that "bottled at source" packaging was misleading.
Elements Of, promotional, mix, we can help with your essay
They may also have the attitude that "it's our job to make the products and the sales persons' to sell the customers". Furthermore, if the personal selling process is not followed correctly for instance, due to bias in your recruitment and selection process, you may have an uneffective salesforce, which could be detrimental to the company. Pubic relations: non-personal communication tool "Public relations is the building of good relations with the company's various publics by obtaining favourable publicity, building up a good 'corporate image and handling or essay heading off unfavourable rumours, stories and events saunders armstrong (2004). Its purpose is to develop a dialogue with prospects (e.g. Placing email address, web address, 0800 tel. Numbers, contact names and organisational addresses prominently in all forms of external communications) Role of public relations Figure 7: role of Public relations, source: Chris Fill (2006) Characteristics of Public relations (PR) Marketers tend to underuse public relations; so far a good program synchronized with. Strong theories of Public relations High credibility: New stories and features are more real and convincing to readers than advertising. For example, they are broadcast by journalists, editors, etc. That is non-paid media, for example, press releases, news conferences, sponsorship. For instance, the press conference of Tiger woods to rebuild his reputation (use of celebrities) has attracted pool of audiences. Ability to catch buyers off guard- pr can reach prospects that prefer to avoid salespeople and advertisement.
Strong theories of personal selling Personal interaction- personal selling involves an instant and interactive rapport between two or more people. Everyone can scrutinise the other's requirements and characteristics and make quick adjustments. Cultivation- father's personal selling allows all sorts of relationships to grow up, depending from a transactional selling to a loyal customer relationship. Reaction- personal selling enables the buyer feel under some compulsion for having listened to the sales talk. Interpersonal communication- it includes diffrent forms of communication to close the sales and build relationship, such as, kinesic; proxemic or tactile communication. Weak theories of personal selling Companies often sell their product through separate sales force, each working independently to close sales the example of Mary kay. Their technical people may not be willing to lend time to educate a customer.
Weak theories of sales promotions Sales promotions are usually short-lived, thus, are regularly not as useful as advertising or personal selling in establishing a long run brand preference. Thus, is more effective if use together with personal selling and advertising heavy use of sales promotion has been blamed for decreasing brand loyalty, increasing consumer price sensivity, brand -equity image dilution, and a focus on short- run marketing planning. This may be because, sales promotion, with its incessant prices off, coupons, deals, and premiums, may devalue the product offering in buyer's minds. Personal selling: Personal Communication tool Clemnete (1992) defined Personal selling or direct selling as "a sales approach characterised by personal product explanations and demonstrations, often in the consumer's home or retailer's establishment". Role of Personal Selling Personal selling involves two-way personal communication between sales people and individual customers- whether face to face, by telephone, through video conferences or by other means. In personal selling, the individual or group activity (e.g. Sales agent or group force conducted with the purpose of providing information (cognitive) who develop positive feeling (attitudinal) and stimulating purchase (behavioural). In addition, they provide customer service supermarket and carry out market research and intelligence work, for example, avon trained an effective salesforce to boost up its sales revenue as well as in building customer relationship management. Characteristics of personal selling "Personal selling is the most effective tool at certain stages of the buying process, particularly in building up buyers' preferences, convinctions and actions" Wong., (2005).
Companies use sales promotion tools for short-run effects such as to highlight product offers and boost sagging sales. In addition, some marketers use them as a part of a longer term strategy to strengthen relationships with members of the target audience. Sellers use incentive-type promotions to attract new triers, to reward loyal customers, and to increase the repurchase rates of occasional users. Sales promotions, for example, free sampling can often attract brand switchers, who are primarily looking for low price, good value, or premiums. Characteristics of sales promotion Sales promotion includes an ample range of tools and techniques Table 2: new media techniques of sales promotion, source: m Figure 6: sales promotion techniques Strong theories of sales promotion Communication- They attract customer attention and provide information that may lead. Incentive - they offer strong incentitives to purchase by providing inducements or contributions that give additional value to consumers, for example, the major brewers such as Allied, Grand Metropolitan, and whitbread use a continuous programme of variety of sales promotion techniques to boost sales. Invitation- moreover, sales promotions encourage and recompense quick response. While advertising says 'buy our product sales promotion offers incentives to consumers to 'buy it now'.
Promotional, mix, essay - 1565 Palabras Cram
Amplified expressiveness- Advertising provides opportunities for dramatising the business and its products through the clever exercise of print, sound, and colour. For instance, all of us recognise virgin advertisements due to its brand colour, "red". Impersonality- the viewers does not feel compelled to pay attention or react to advertising. Advertising is a 'monologue' ownership in face of, not a 'dialogue'with, the viewers. Advertising can attain lots of geographically scattered buyers at a low cost coverage. For example, the cost of a four-colour, one page advertisement in the sunday telegraph magazine is 7000. Because the magazine reaches 700, 000 readers, the cost of reaching 1,000 subscribers is only.
The weak theories of advertising even through the cost per person reached may be low; the absolute monetary outlay can be extremely high, especially for commercials shown during popular television programmes. For example during American Idol, sunday night football, Apprentice tv program, ad cost approximately (342,000, 16,000, great 125,000) just for.30 second which might not be affordable for other companies. These high cost can limit, sometimes prevent, the use of advertising in a promotional mix. Although advertising reaches many people quickly, advertising is impersonal, measuring its effect on sales is difficult, and it ordinarily has less persuasive impact on customers than personal selling. Meaning, advertising is only capable to hold on a one-way communication with the public, and the public does not believe that it has to pay attention or react. Sales promotion: a non-personal communication tool Sales promotion is the "short term incentives to encourage the purchase or sale of a product or service" Wong. Role of sales promotion Organisations plan sales promotion to stimulate faster response from consumers and business customers, channel members (sometimes called trade) and the sales force.
Figure 4: possible advertising objective, source: kotler et al (2005). Characteristics of advertising, advertising can be used to build up a long-term image for the product (coca- cola ads; Mercedes-Benz car ads) or trigger quick sales (a sears's ad or when department stores like debenhams and Selfridges advertise for a weekend sales). Advertising agencies also use celebrities to target the right people about their products and services. For example, christiano ronaldo is the brand ambassador of Clavin Klein. Just the presence of advertising might have an effect on sales: Consumers might believe that a heavily advertised brand must offer 'good value'. Certain forms of advertising (TV) can require a large budget, whereas other forms (newspaper) do not (see picture below).
Figure 5: coca cola advertising spending: source: m and m/2008/10/08/ Because of the many forms and uses of advertising, it is difficult to make generalisations. The strong theories of advertising Advertising is highly flexible as it offers the options of reaching an extremely large audience or focusing on a small, precisely defined segment of the population. For example, mcdonald's advertising focuses on a large audience of potential fast-food consumers, ranging from children to adults, whereas advertising for debeers' diamonds focuses on a much smaller and specialise target market. For instance, the practices of 'ambush' advertising during televised sporting events as rivals compete for the same audience. Pervasiveness- advertising permits the seller to go over a message several times. It also enables the buyer to obtain and contrast the messages of different competitors. "Large-scale advertising says something positive about the seller's size, popularity, and success" saunders armstrong (2005) For example, unilever advertises many of its products (cleaning products, foods, cosmetics) on tv, in magazines, and through outdoor television.
Essay on, promotional, mix - 1255 Words bartleby
Role of advertising, advertising is a good way to inform and persuade, whether the purpose is to sell nokia mobile phones worldwide or to encourage smokers to give up the habit. Avertising is used in order to stimulate a response from the target audience. Attention, awareness, knowledge, liking. Desire, prefernce, action, conviction, purchase The response may be golf perceptual in nature: for example, the consumer develops specific views or opinions about the product, service or brand, or these feeling are altered by the. The response could be behavioural: for instance, the consumer buys the product or increasing the amount that he or she buys. Figure 3: Stages of Convictional Model (levidge,. Furthermore, advertising objective can be classified by primary purpose- whether to inform, persuade margaret or remind target audiences about the products, services or even the brand of the organisations.
Thus, organisations should be able to choose the right ones or even to choose a combination of the right ones to acheive their marketing goals and objectives. Examples of marketing communications: week using three tools of the promotion mix and how tv advertising fails to provide a positive feedback to customers by choosing the wrong tools and media. Figure 1: Examples of marketing communications with some tools of the promotion mix, source: Nelson (2003). Advertising: a non-personal mass promotion tool. Advertising has been defined by wong. (2005) as "Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor." The key difference between advertising and other forms of promotion mix is that it is impersonal and communicates with large number of people through paid media. Figure 2: profiles of major media forms; source: saunders.
communication mix, the marketing communication mix also known as the promotion mix consists of set of tools that can be used in various combinations and different degrees of intensity inorder to communicate with the target audience. In addition, to these tools or methods of communication, there is a media, or a means by which marketing communications messages are conveyed. Tools and media should not be confused as they have different characteristics and seek to acheive different goals. The Primary tools are: advertising, sales promotions, personal selling, direct marketing and public relations; Media: television, radio, press, the Internet etc. Role and characteristics of primary tools of communication mix. Each communication tool has its own role, unique characteristics and costs. For instance packard Bell trusts on promotion and advertising to retailers, whereas Dell relies on further direct marketing.
Marketing communications are means by which firms' attempt to inform, persuade, and remind consumers (directly or indirectly) about the products and brands that they sell. In addition, marketing communications also can act as a differentiator; particularly in markets where there is little to separate competing products and brands. For example, mineral water products, such as Perrier and Highland Spring, are largely similar (Bowersox and Morash 1989). Thus, in a sense, it is the marketing communications surrounding the products that represent the "voice" of the brand and are a means by which it can establish dialogue and build relationships with consumers. Therefore, the drip elements of marketing communications help in diassociating one brand from another and position them so that consumers' purchasing confidence and positive attitudes are develop. Table 1: drip elements of marketing communications; supermarket source: Chris Fill (2006). Drip element, examples, differentiate, burger King differentates itself from market leader McDonald's by stating that its burgers are flame grilled for a better taste. Reinforce, specsavers Opticians work to bring people back into the eyecare market.
Mix : Product, Price, place, promotion, essay, sample
Print, reference this, published: 23rd March, 2015, nowadays, marketing entitles more that just the emergent of a product, pricing it appealingly, and making it accessible to remote target customers. In addition, companies must communicate with customers, and what they communicate should not be missing to chance. According to nelson (2003 marketing communications are "all activities and messages inform, persuade, and influence the consumer in making a purchase decision". Thus, this report will address the role and characteristics of each of the primary tools of the communication mix, which are mainly: advertising, sales promotion, public relations (non- personal communication tools) and personal selling and direct marketing (personal communication tools). We will also discuss the criteria that should be used to select the right communication mix and investigate the changes that are happening in the media and communication landscape. For example, thanks to information communication technologies, people can communicate through traditional media and also through newer type of media or digital media (fax machines, mobile phones, and computers). The newer technologies have motivated more organisations to shift from mass communication to a more targeted communication and one-to-one dialogue. For example, the bbc broadcasts its news programmes on tv, internet and now on mobile phones to reach diverse and spread out audiences even when they are moving from one destination to another one. The role of the marketing communications.