Skip to main content

Marketing Communications: five finger story


Marketing Communications is about establishing an image for company and products. It is to communicate benefits from products, create awareness about new products, keep existing products in focus and generate market excitement. 

The company's marketing communication tactics alerts customers to sale, justifies prices with benefits, answer consumer's questions, provide after sale reinforcement and keep organisation in focus. 




All marketing communication tools should work in unity. It should be a seamless communication process sans hitches. 

Advertising: It is a paid form of non-personal communication about an organisation, product, service or idea by an identified sponsor. 

Paid: purchase of space or time for advertising messages. 
Non-personal: uses mass media to transmit messages to large target groups with little opportunity for immediate feedback. (in case of traditional form on mass media: newspapers, magazines, TV, Radio)


Direct Marketing: It is a method in which organisation communicate directly with target consumers to generate a response or transaction. It is much more than direct mail and direct mail order cataloge system. 

It includes activities like Direct Selling, Tele-marketing and direct response ads through direct mails. 

Sales Promotion: It creates market excitement for quick sales. This method promises additional benefits. There are market activities that provide extra value or incentives to sales force, distributors or the ultimate consumers and can stimulate immediate sales. 

Personal Selling: A 'person-to-person' communication in which a seller attempts to persuade prospective buyers to purchase company's products or services or to act on an idea. 

Few tactics to get success using this tool
1. GFA - Gain Favorable attention
2. Determine need/problem
3. Offer solution
4. Gain commitment

Publicity and Public Relations
Publicity: Publicity is that activity which generates non-personal stimulation of demand for a product, service or business by planning commercially significant news about it, in media that is not paid for.

Public Relations: an organisation systematically distributes information in an attempt to control or manage nature of the publicity it gets and its image.

Labels:

Comments

Post a Comment

Popular posts from this blog

Tips to develop soft skills

For running any kind of business, one need to hone his/her presentation skills. As the famous saying goes "You never get a second chance to create first good impression". Following are the points to be kept in mind: Consider yourself as brand. Every brand needs promotion Maintain an eye-contact while talking to someone. Develop positive attitude towards life Don't walk slow. Learn to walk briskly. People who walk briskly project that they are going with the purpose Don't put you hands in pockets while talking to someone. Don't stand with hands folded Sense of purpose should get projected when talking/meeting with people/client   Be professional in your dressing Project a promise of prosperity when making a presentation. Promise should be made visible to the client Language - impactful words should be used How you deliver and what you deliver are most important things  Select right words to communicate. For that you need to have a good vocabulary...
Post a Comment
Read more

Corporate Image

Managing corporate image is a serious business. It is to make public percieve a company, as the managment want. Some business executives think that corporate image as imagery creation of some smart snoozy word-smiths, whose business is to concoct concepts for ultimate aim to generate advertising revenue.  Good corporate image is considered, by enlightened businessmen, as focussed communication to clear cobwebs in people's mind about the company. Company tries to clear the mis-information and mis-conceptions through clear and crisp communication.  Heads and hearts of people have to be cleared and made focused towards the company. The corporate communication department of any organisation need to work on a central thematic idea to project a good positive image of the company. This work is also carried out by PR department of any orgnanization. Tata was the first company in India to realise the importance of good image developemnt and thus ope...
Post a Comment
Read more