Introduction to Marketing MARKETING COMMUNICATIONS Developing A Communications

Introduction to Marketing COMMUNICATIONS MIX INFLUENCED BY: • • • Nature of Product/Service Nature

Introduction to Marketing COMMUNICATIONS ACTIVITIES Traditional Advertising Personal Selling Publicity Sales Promotion Bangor Transfer

Introduction to Marketing COMMUNICATIONS ACTIVITIES Developed / developing Word-of-Mouth Direct Mail Sponsorship e. Marketing

Introduction to Marketing PLUS: For truly integrated communications ALL OTHER organisational activities can be

Introduction to Marketing WORKING DEFINITIONS ADVERTISING Transmission of a message by an identified sponsor,

Introduction to Marketing WORKING DEFINITIONS Personal Selling Sales Promotion Face-to-face conversation , with the

Introduction to Marketing ADVERTISING AND PERSONAL SELLING Advertising One way Impersonal Communication objectives Information

Introduction to Marketing ADVERTISING and PUBLICITY Advertising High transmission costs Complete message control Specific

Introduction to Marketing ADVERTISING AND SALES PROMOTION Advertising Indirect Sales Promotion Direct and Indirect

Introduction to Marketing Why e. Marketing? • Global reach • Lower Cost • Measurable

Slides: 11

Download presentation

Introduction to Marketing MARKETING COMMUNICATIONS Developing A Communication’s Mix Bangor Transfer Abroad Programme

Introduction to Marketing COMMUNICATIONS MIX INFLUENCED BY: • • • Nature of Product/Service Nature of Customers Competitor Activity Dynamic of the Market Resource Availability Bangor Transfer Abroad Programme

Introduction to Marketing COMMUNICATIONS ACTIVITIES Traditional Advertising Personal Selling Publicity Sales Promotion Bangor Transfer Abroad Programme

Introduction to Marketing COMMUNICATIONS ACTIVITIES Developed / developing Word-of-Mouth Direct Mail Sponsorship e. Marketing Bangor Transfer Abroad Programme

Introduction to Marketing PLUS: For truly integrated communications ALL OTHER organisational activities can be designed to have a communications impact Bangor Transfer Abroad Programme

Introduction to Marketing WORKING DEFINITIONS ADVERTISING Transmission of a message by an identified sponsor, through the media, with payments for time/space used PUBLICITY Placing of commercially significant news in the media, incurring no media cost Bangor Transfer Abroad Programme

Introduction to Marketing WORKING DEFINITIONS Personal Selling Sales Promotion Face-to-face conversation , with the purpose of making a sale 1. Support material for selling efforts 2. The temporary addition of value Bangor Transfer Abroad Programme

Introduction to Marketing ADVERTISING AND PERSONAL SELLING Advertising One way Impersonal Communication objectives Information out General messages Personal Selling Interactive Personal Sales objectives Info. in and out Customer Specific Bangor Transfer Abroad Programme

Introduction to Marketing ADVERTISING and PUBLICITY Advertising High transmission costs Complete message control Specific timing Able to repeat Degree of disbelief Publicity No media costs Limited control No guarantees Source legitmacy Bangor Transfer Abroad Programme

Introduction to Marketing ADVERTISING AND SALES PROMOTION Advertising Indirect Sales Promotion Direct and Indirect Communications objectives Sales objectives Distance between message and sale Impact direct on sales/behaviours Bangor Transfer Abroad Programme

Introduction to Marketing Why e. Marketing? • Global reach • Lower Cost • Measurable Results • 24 hours • Personalisation • Creative Opportunity • Immediacy Bangor Transfer Abroad Programme