Theory: Marketing communications is an audience centred activity which attempts to encourage engagements between participants and provoke conversations. The primary role of marketing communications is to engage audiences. Marketing Communications mix:
1. Tools: advertising, sales promotion, PR, direct marketing, personal selling and sponsorship. 2. Messages: informative and/or emotional
3. Media: traditional and digital
... and target audience in between.
* Prints, broadcasts, cinema, tv, catalogues and outdoor. * This creates emotional brand values.
* Slower to change content of activities.
* Internet, mobile phones, web pages and call centres for customer support enabling to listen to, interact and converse with audience. * It provides rational and quick product based information.
The task of marketing communications – the DRIP model (differentiante, reinforce, inform, persuade). Communication build images about brand that are to differentiate it, reinforce memories and understanding, inform and make audiences aware of a brand’s presence and finally persuade an individual to buy and consume a product or service. Important characteristics of business communications: face to face, individualised, interactive, tailor-made, high involvement, rational.
Communication: interactivity & Conversation
INFORMATION RECEIVED DIRECTLY FROM PERSONAL INFLUENCE CHANNELS IS MORE PERSUASIVE THAN INFORMATION RECEIVED THROUGH MASS MEDIA! A message will be adapted to meet the needs of the customer as the sales call progresses. This flexibility will not be possible with mass media messages as they are designed and produced well in advance and often without direct customer input. Word of Mouth: It is sharing of an opinion among people independent from the company or its agents. People like to share and talk about their Product or service experiences. 3 types of word of mouth...
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