Marketing Communications Human communication Dr Inas A Hamid

Marketing Communications Human communication Dr. Inas A. Hamid

¡ ¡ Do you think communication is important to organizations? Why? ¡ 2

Strategic Goals of Marketing Communication Goals of Mar. Com Build positive images Identify prospects Build channel relationships Create awareness Retain customers DRIP Differentiate Remind inform 3 Persuade

¡ ¡ ¡ Create awareness: we can not buy a product if we are not aware of it, especially a new product and brand. Using Mar. Com is important in creating awareness in order to stimulate trial purchases. Build positive images: Positive images can create value for customers by adding meaning to products. Identify prospects: modern technology makes information gathering much more practical. Web sites are used to gather information about prospects. Supermarkets use POS terminals. 4

¡ Retain customers: it costs far more to attract a new customer than to retain an existing customer. Mar. Com can support efforts to create value for existing customers. They can provide customers with information about product usage and new products being developed. They can also gather information from them about what they want as well as their experiences using the products. 5

Marketing communication ¡ Marketing communication is: all forms of communication between an organization and its customers and potential customers by using different types of communication. 6

The marketing communication tools. Word Of mouth Advertising Sponsorship s er m o st Cu Personal Selling Public Relations Exhibitions Websites Sales Promotion 7