ipl-logo

Advantages Of Marketing Communication Mix

3247 Words13 Pages

2. Introduction Defining an effective Marketing Communication Plan and Communication Mix through a well researched strategy will not only help to reach out to potential customers, but it will also help to adapt and respond to the ever changing marketing environment. This report starts by examining the various promotional tools used by marketers in the marketing of their products and services, including the advantages and disadvantages of the tools. The report goes on to examine the meaning of Integrated Marketing Communication (“IMC”) and the importance of measuring the effectiveness of the Promotional Campaign. The Hotel Concept selected for this report is the new innovative hotel concept developed by YO founder Simon Woodroffe and YOTEL …show more content…

Innovative Promotional Tools Marketers make use of a variety of promotion tools to communicate with customers and other stakeholders. Also known as Marketing Communication Mix, it consists of “a specific blend of advertising, public relations, personal selling, sales promotion, and direct-marketing tools that the company uses to persuasively communicate customer value and build customer relationships” (Armstrong & Kotler 2008). Figure: The Marketing Communications Mix: Advertising, Sales Promotion, Personal Selling, Public Relations, Direct Marketing
Source: Armstrong & Kotler, 2008. The promotion tools of the Marketing Communication Mix are described below, together with the advantages and disadvantages of each component. Advertising Marketers whom need to reach large, geographically dispersed audiences, often with high frequency, use advertising to promote their business. The cost per exposure is low, although the overall costs are high. It builds brand image, and may stimulate short-term sales, but it’s a one-way communication with potential customers. Personal Selling Personal selling is very effective in building customer relations and helping the customer move from the knowledge and awareness stage to conviction and action. It’s relationship-oriented and the most expensive to use of the promotion …show more content…

You can try to invites for media coverage and influence them through press releases, but the media could put a negative spin on the story. Sales Promotion Sales promotion makes use of a variety of tool, such as discount coupons, premiums, daily deals, contests etc. They attract attention, offer strong purchase incentives, and often boost sagging sales. They stimulate quick response, but they are short-lived and are not effective at building long-term brand preferences. Direct Marketing This is a highly personalized communication tool, which is addressed to a specific person through telephone marketing, emails, online media or mobile messages etc. It’s allows for customer interaction and is well suited for highly targeted marketing efforts. A disadvantage is that most people regard direct marketing as junk mail as people associate the company using direct mails being of lower status and quality. Online Marketing Internet and powerful mobile technologies have rapidly increased company efforts to market their products and services and build customer relationships via websites, social media, e-commerce, mobile apps, online promotions etc. These are very powerful tools, especially to reach the younger generations of tech savvy

Show More
Related
422 Words | 2 Pages

Abstract The objective of this report is to instruct an external company that would be hired to develop an integrated communications plan (IMC) for Zee Company. The brand selected is Costco and developing a brand identity prism for the same. Integrated Communications Brief Costco should improve their online products and marketing strategies in digital media. This integrated marketing communications plan will focus on Costco’s online products to increase online presence market share in sales through marketing competing with Amazon, Wal-Mart, Target and Sam’s club.

Read More
1619 Words | 7 Pages

Promoting brand as well as products through online social networks is effective because online social networks compose one of the most standard social media technologies concur many potentials of social interaction and communication, offering an border for managing and establishing social connections and relationships (Kaplan and Haenlein, 2009). Thus, online social networks provides abilities to marketers to target and engage with the community members. The great examples of online social network is Facebook. (Gruber, 2006). As a results, smartphone marketer prefer to use social media as their main tools to attract new potential customers to buy their products.

Read More
464 Words | 2 Pages

Advertisements are the key way to get a buyer's attention. The seller has to be able to put out a quick message, to make the buyer want and need the product which they are trying to tell. Now looking at types of advertisements such as Pathos, and Ethos, we often see these in a lot of ads and billboards. Pathos building that emotions in the buyer, and Ethos telling someone's character, of that person and building their trust.  

Read More
2638 Words | 11 Pages

The company has been operating fine for years and total dollar sales have been increasing each year. If the company sticks to the status quo, they will continue to stay profitable. 2. Increase brand awareness

Read More
536 Words | 3 Pages

There are several forms of advertising. From the famous to some strategies that are rarely done. If you are the field of advertisement, you would know how important and costly this is. Not all types of advertisement are applicable for you. It carries your brand.

Read More
1803 Words | 8 Pages

CASE STUDY: You are the marketing manager for a chain of home-ware stores in Brisbane called Houzit. The marketing plan for the 15 Houzit stores was developed over 12 months ago and you are actively engaged in implementing the strategies to achieve the marketing objectives. Specifically, you are instigating those marketing activities that meet the marketing objectives of a 12% market share (up from 11%) and an increase in sales by 8.5% over last year’s result. No expansion stores are planned during this phase of consolidation and on average the stores achieved $24,680 per week for the year.

Read More
1158 Words | 5 Pages

Introduction The purpose for this report is to analyse the marketing mix of Harvey Norman and JB HI-FI on two competing products, compare both marketing mixes to find the most effective marketing strategy. A marketing plan is a useful tool in the world of business. The four P’s of marketing are product (or service), promotion, price and place, this is a good way of defining the marketing mix. A successful marketing mix has many benefits, such as promotion can increase product sales, price can help stay competitive, product can help reach business goals and place can help your business target a specific audience.

Read More
1037 Words | 5 Pages

Each hotel and resort featured details and aspects that reflected local character and culture of the location embodying Rosewood’s “Sense of Place” philosophy, meaning each of its properties is uniquely defined by the location. This differentiated Rosewood’s properties from the competitors. Corporate Branding Strategy: Rosewood Hotels & Resorts had very low brand awareness among its guests. To encourage guests to use more than one Rosewood hotel, two possible approaches were considered.

Read More
1044 Words | 5 Pages

Introduction Every business organization is using a marketing concept which is used as a tool to identify customer’s needs. And further try to meet them by making right decisions in line with customer’s needs. In line with meeting customer’s needs the ultimate goal of every business is to gain profit. That’s why they make use of different marketing strategies to meet not only the need of the customer but as well as the goal of the company. We know for a fact that marketing strategies comprises everything from developing a product, to introducing it to the market, to selling and improving it as the need of the target market changes.

Read More
1384 Words | 6 Pages

Holiday Inn is a world wide chain and its international functional strategies will always yield profitable returns. The potential customers are from all over the world. It has been noted that the holiday inn company has given the market such as Europe, Asia, America with regards to their social-cultural needs. Holiday Inn, like all other hotels has established a good system in determining the needs of the market. The company uses the concept of product, personality, behaviour of the customer and purchasing to its advantage.

Read More
5785 Words | 24 Pages

INTRODUCTION Marketing and advertising support the economy by promoting the sale of goods and services to consumers, both adults and children. Sandra Calvert (2008) addresses product marketing to children and shows that although marketers have targeted children for decades, two recent trends have increased their interest in child consumers. First, both the discretionary income of children and their power to influence parent purchases have increased over time. Second, as the enormous increase in the number of available television channels has led to smaller audiences for each channel, digital interactive technologies have simultaneously opened new routes to reach out to children, thereby creating a growing media space just for children and

Read More
945 Words | 4 Pages

Mobile marketing will play a major role for future marketing strategies, because it may establish it as an important channel to reach and interact with consumers, may give rise to a higher level of emphasis placed on the use of mobile devices in the marketing

Read More
1096 Words | 5 Pages

McDonald’s do public relations activities help promote the business in target market. For instance, the Ronald McDonald House Charities and the McDonald’s Global Best of Green environmental program support communities along with boosting the goodwill of the brand. (MEYER, McDonald’s Marketing Mix (4Ps) Analysis, 2015) Direct

Read More
1141 Words | 5 Pages

Introduction At the start of this course, I had no idea what to expect. This is due to the fact that marketing is a field that offers a combination of so many different disciplines such as art, psychology, and statistics. I encounter marketing on a daily basis but have strangely enough not reflected too much about it. Nevertheless, it is a very interesting subject, which deals with promoting and selling services and products.

Read More
1004 Words | 5 Pages

Companies to cater to customers in the most effective manner were forming various strategies. To attract new and engage the old customers, development of mobile applications, websites, and campaigns on social networking sites are some initiatives companies are adopting. The global luxury goods market is categorized by large number of mergers and attainments, thus making it favorably consolidated in the near future. The global luxury goods market is expected to grow moderately over the

Read More

More about Advantages Of Marketing Communication Mix

Open Document