Types of marketing communications. Marketing communications
Marketing communication is a two-way process: on the one hand, it is intended to influence target and other audiences, and on the other, to receive counter information about the reaction of these audiences to the impact carried out by the company. Both of these components are equally important; their unity gives grounds to talk about marketing communication as a system.
Well-established communication (direct and reverse) connections of a commodity-producing company (as well as other subjects of market activity) are an indispensable condition for its normal functioning as an economic unit, one of the decisive prerequisites for its successful market activity. The importance of communication in modern conditions is steadily increasing due to the increasing saturation of markets with goods, the increasing diversity of consumer needs, forms and methods of competition, increasingly advanced means of collecting, storing, processing, transmitting information and a number of other factors.
Modern marketing requires much more than creating a product that satisfies a customer's needs, pricing it at the right price, and making it available to target consumers. Firms must communicate with their customers. At the same time, there should be nothing accidental in the content of communications, otherwise the company’s profit will decrease due to the high costs of communication and due to damage to the company’s image.
The communication process itself includes nine elements and is represented by F. Kotler’s model:
Sender - the party sending the request to the other party (client company).
Encoding is a set of characters transmitted by the sender.
Information dissemination means are communication channels through which an appeal is transmitted from the sender to the recipient.
Decoding is the process by which the recipient assigns meaning to the symbols transmitted by the sender.
Recipient - the party receiving the message transmitted by the other party.
Response is a set of responses from the recipient resulting from contact with the message.
Feedback is part of the response that the recipient brings to the attention of the sender.
Interference is unplanned interference or distortion of the environment, as a result of which the recipient receives a message different from what the sender sent.
This model includes the main factors of effective communication and defines the main stages of work to create an effective communication system:
Identifying the target audience;
Determining the degree of purchasing readiness of the audience;
Determining the desired response from the target audience;
Drawing up an appeal to the target audience;
Formation of a complex of marketing communications for the company;
Development of a budget for a complex of marketing communications;
Implementation of a complex of marketing communications;
Collection of information received through feedback channels;
Adjustment of the marketing communications mix.
A modern company manages a complex system of marketing communications. She herself maintains communications with her intermediaries, consumers and various contact audiences. Its intermediaries maintain communications with their consumers and various contact audiences. Consumers engage in oral communication in the form of word of mouth and rumors with each other and with other contact audiences. And at the same time, each group maintains communication feedback with everyone else.
The main types of marketing activities, in particular, include:
Research (consumer, product, market);
Research and development (R&D), coordinated with marketing activities;
Planning;
Price policy;
Sales activities (work with the staff of the distribution network, trainings, control, organization of special sales systems, measures to optimize local sales, etc.);
Development of systems for distribution of goods to sales points;
International operations;
After-sales service.
J. Barnett and S. Moriarty in their book “Marketing Communications. Integrated approach" identifies 5 main elements present in all marketing communications:
1) convincing consumers;
3) place of contacts;
4) participants in the marketing process;
5) various types of marketing communication activities.
Persuasion and information. All marketing communications are aimed at providing the target audience with certain information or persuading them to change their attitude or behavior. For example, the Kraft company would like to make consumers believe that its cheeses are superior in quality to those of all other manufacturers. Hallmark strives to ensure that customers think of it "whenever they want to send the best card." Selling companies use a variety of methods to persuade consumers. They can use any information, arguments and incentives. It is also necessary to actively listen to the voice of customers. For example, a helpline number displayed on diaper packaging is one of the most successful marketing communications tools, since young mothers can always use it to express their comments to the company about a given product or get advice on its use.
Goals. All marketing communications are focused on solving certain problems, which, in turn, must correspond to the goals of the communication program. Typically, these goals include creating brand awareness among customers, disseminating information, improving market culture, and creating a positive image of the company or its brand. The ultimate goal of any marketing communications strategy is to help a company sell its product and thus retain its business.
Places of contact. To operate successfully in the market, a company must deliver its marketing messages to any place where the target audience can contact its brand. The places where such contacts take place can be very different: from a store that directly sells a product to a room in which the buyer can see commercials on TV or call a hotline and receive information of interest to him. Marketers may plan in advance for some types of contacts, such as those that occur during an advertising campaign, but sometimes contacts occur regardless of the plans developed. Such unplanned contacts may occur as a result of the dissemination of certain information received by buyers. In particular, the overall design of a retail establishment may clearly indicate that it sells only inexpensive goods, and a low level of service will indicate that the company has little regard for the interests of customers. In order to influence the target audience with the greatest effect, the company must consider the problem of possible contacts with the consumer as an important part of its marketing program. To successfully implement the latter, it is necessary that the marketing message at each point of contact works to convince the buyer of the merits of the product offered.
Participants in the marketing process. The target audience includes not only potential consumers. A participant in the marketing process is any person who contributes to the success of a company or the promotion of its products. Thus, participants in the marketing process may include employees of the company, sellers of its products, suppliers, residents of the territories in which goods are produced and sold, the media, government regulators of commercial activities, as well as buyers.
Diet Coke's target market consists of populations that consciously consume diet drinks. One of the participants in the company's marketing process is the Food and Drug Administration (FDA), as it regulates the sale of food and beverages to the public, including Diet Coke products. Other participants may include wholesalers and retailers who directly influence how and when a product will find its buyer, financial analysts who influence the behavior of company shareholders, as well as the population of the territories where Diet Coke production plants are located.
The idea that participants in the marketing process, along with consumers, can play an important role in the implementation of a company’s marketing program is increasingly being confirmed in modern business practice. For example, Houston-based Men's Wearhouse, which owns more than 260 department stores and has an annual turnover of over $430 million, attributes its success to its ability to work with people. Thus, in the list of the most important participants in its marketing process, its own employees, followed by customers, suppliers, communities and shareholders. The Company believes that its caring attitude towards its employees will provide better customer service.
A firm's competitors can also be considered participants in its marketing process. For example, IBM and Apple once joined forces to create a new computer. Such partnerships are becoming more common as companies agree to collaborate with each other to maintain their market share. In particular, Asian airlines such as Cathay Pacific, Singapore International Airlines, Thai Airways International and Malaysian Airlines Systems have developed joint flight schedules to protect their market from penetration by larger, world-renowned airlines. .
Government agencies involved in business regulation can also have a major impact on the work of many companies, from leaders in the cigarette industry to Microsoft. When promoting some of its new products, Microsoft felt it necessary to issue special appeals to government agencies and its competitors, in which it tried to allay their concerns about its intentions to monopolize the market.
Marketing communication messages. Hundreds of different types of communications can be used to disseminate marketing messages. This process can be carried out either through a pre-developed marketing communications program or through the unplanned use of elements of the marketing mix and other methods of establishing contact with the consumer. Thus, planned and unplanned marketing messages can be used to achieve marketing contact.
The following communication tools are used to deliver planned messages to consumers.
Advertising is any form of communication paid for by a specific person, intended to promote goods, services or ideas. Although some types of advertising (for example, direct mail) are targeted to a specific individual, most advertising messages are intended for large groups of the population and are distributed through such media as radio, television, newspapers and magazines.
Sales promotions are various types of marketing activities that temporarily increase the initial value of a product or service and directly stimulate consumer purchasing activity (for example, coupons or samples), the work of distributors and sales personnel.
Public relations (public relations) - coordinated efforts to create a favorable image of a product in the minds of the population. They are implemented by supporting certain programs and activities not directly related to the sale of goods: publication of commercially important information in the press, “publicity” on radio and television.
Direct marketing is an interactive marketing system that allows consumers to easily obtain information they are interested in and purchase goods through the use of various information distribution channels. Includes direct mail, print catalog ordering, and online catalog sales.
Personal selling - establishing personal contact with one or more potential buyers for the purpose of selling a product. Examples of such contacts include telephone conversations between regional representatives of a manufacturing company and local companies or retailers, selective calls to potential buyers directly at home, or the sale of goods through telephone orders.
Special means for stimulating trade or advertising and design means for points of sale - refers to the use of means that deliver a marketing message directly to the point of sale and increase the likelihood of customers purchasing goods. Such means, such as in-store coupons, remind the customer about a particular product, deliver a company marketing message, or inform the customer about the benefits of a future purchase.
Packaging - in addition to its main function, serves as the location of the marketing communication message. Therefore, the development of product packaging is carried out by both technologists and designers, as well as marketing communications planners. Since it is the marketing message on the packaging that the store visitor sees in front of him at the moment of making a purchase decision, it plays an extremely important role in the process of persuading consumers.
Special souvenirs are free gifts that serve as a reminder of the company that produces the product and its brand name.
Sponsorship is financial support provided by a company to non-profit organizations during various events in exchange for the right to establish special relations with them. Sponsorship activities can increase the prestige of a company and create a positive image of its activities. Examples of sponsorship include material support for tennis tournaments or the transfer of funds to charitable public foundations.
Licensing is the practice of selling the right to use a company's trademarks or products. When a university allows a T-shirt manufacturer to use its name as an inscription on them, this permission must be formalized in the form of a special contract.
After-sales service is an important part of maintaining marketing communications and provides after-sales service to the buyer. Service programs are aimed at meeting current customer needs. An important tool for maintaining a positive perception of the company in the post-sale period is also the provision of guarantees for the goods sold.
Unsolicited communications include all other ways of conveying various information about the company and its brand to potential customers. For example, a dirty delivery vehicle, lack of safe parking near a store, unfriendly behavior of order takers, an unkempt office building, irritated employees, or constantly busy phones are negative messages that can have a stronger impact on consumers. impact than planned marketing communications, including advertising and established public relations. All employees of the company, and especially those who directly deal with clients, can unintentionally become sources of transmission of unwanted information if they do not undergo special training, during which they become familiar with the communication effects of their actions and manner of communication. Although marketing communications professionals should not always be held accountable for these unplanned calls, they should anticipate and eliminate calls that are inconsistent with the firm's overall communications strategy and encourage the dissemination of information that fits with that strategy.
Depending on the circumstances, the various activities in the marketing mix may represent either planned or unplanned calls. Marketing mix decisions such as choosing where to sell a product, predicting its future success with customers and setting the correct price have a direct impact on the level of interest in the product from consumers. The main levers of managing the marketing mix are in the hands of the head of the marketing service, and therefore many marketing decisions are controlled directly by him. However, these decisions are not always considered from the perspective of establishing marketing contacts, and communications specialists may not be involved in planning the marketing mix. If marketing communications specialists do not participate in the development of the marketing mix and do not help evaluate the effectiveness of its messages, the mix may be considered a source of unplanned calls. When marketing communications specialists participate in the development of the marketing mix and in evaluating the results of its appeals, then this complex is considered as a source of planned appeals.
Distribution of planned and unplanned communication messages and their receipt by consumers and other participants in the marketing process. Clearly, both types of communications can be equally important. Ideally, they (public relations) contribute to informing and persuading consumers, who, thanks to this, enter the store already knowing about the company's brand and having a positive opinion about it. This type of sales promotion creates additional incentives to make purchases. In addition, you need to remember some characteristics of the product and the store in which it will be sold. The appearance of the packaging, the presence of branded trademarks, the cleanliness of the sales area and the friendliness of the service staff can have a beneficial effect on customers. All these factors jointly influence consumers' decisions to purchase a particular product.
Marketing communications can create positive impressions that increase customer satisfaction with the purchased product and give the company's products additional value in the eyes of consumers. For example, for many boys and girls, purchasing Levi's jeans means something more than just adding to their wardrobe, since Levi's Strauss Co. managed to create a particularly attractive image of its products through the skillful use of advertising and thoughtful organization of trade. However, no amount of marketing communications efforts will ever help a company that produces low-quality products. As experience shows, the simplest way to “bury” any low-quality product is to create and implement a good communication program for it, since it is precisely such a program that will quickly show the target audience all its shortcomings.
The role of marketing communications has increased significantly in recent years. To introduce new products to the market, it is not enough to simply present a quality product. An important element is to convey to the end consumer information about the benefits that he will receive if he purchases the product. Marketing communications allow you to establish a relationship between the company and consumers in order to increase demand and create awareness of the company.
What is marketing communications?
Marketing communications (hereinafter referred to as MK) are one of the parts. Marketing communications is a complex process by which communication is established with the target audience to convey information about a specific product. The transmission tool is: personal selling, advertising, direct marketing and public relations (PR), sales promotion.
The concept and essence of marketing communications
Marketing communications is a concept through which a company must design and implement multiple channels through which it can establish and maintain communication with the end consumer. Marketing communications help to develop a consistent and compelling message about the company and its products, as well as to obtain reactions from users.
Today, the essence of marketing communications lies in the long-term management of the buying and selling process in stages:
- before the purchase;
- moment of acquisition;
- period of use of the purchased product;
- subsequent period and the possibility of purchasing another product of the same brand.
Due to the presence of different needs and, accordingly, different consumers, the enterprise needs to develop programs for various segments and niches of the market, down to the individual buyer. At the same time, the process does not end with just building channels for delivering information; it must also contain a way to receive feedback.
Successful relationship building is based on the types of marketing communications.
Relevance of marketing communications
Modern skepticism on the part of consumers calls into question the initiatives of marketing specialists, so attracting and maintaining interest in a particular product or brand is quite difficult. Confidence in market positions is not stable even for giants such as Microsoft and General Motors. The high quality of the products produced is not enough to occupy a niche and maintain a high level of sales.
Marketing communications allow you not just to sell a product, but to accompany the sale itself with original and informative messages that meet consumer requests.
Types of communications
Marketing communications include several types:
- Branding. It is a capacious process of creation, development, launch and promotion on the market of a certain idea or product (group of products under one brand). The main task of branding is to form associations among potential customers with the brand, logo, idea, design of a specific company that produces one or another group of products.
- Direct marketing. This type involves direct contact of enterprises or other organizations with clients. Information intermediaries are excluded here. The main task of direct marketing is to build relationships with consumers and provide feedback, for which technical communication channels are used: e-mail, mobile phones, leaflets, fax, catalogs.
- Advertising. Defines the relationship between the advertiser and the intended client, the main purpose of which is to inform about the product, its qualities, conditions of purchase, as well as to stimulate the purchase of the product. Such a relationship is established through paid communication channels: outdoor interaction (billboards), television and radio, the Internet, as well as product placement, which implies hidden advertising of products.
- Public communications (public relations). This type is a set of measures to introduce and form a positive image of an object (idea, product, service, enterprise) into the value range of a social group, to further consolidate the image as correct, necessary and strong.
- Publicity. Aimed at popularizing a product and brand through various methods, which may include advertising campaigns, publication of articles, regular advertising and other methods. Publicity can use the creation of an image of a product or enterprise with the help of the media through press kits, press conferences, presentations and radio slots.
- Sales promotion. It is one of the key components of MK, encouraging sales through competitive events and lotteries, providing discounts and bonuses, holding demonstrations and tastings, and using various types of materials at points of sale (POS materials). Sales promotion can be aimed at both the consumer and wholesale sales.
- Loyalty program. It implies a set of measures aimed at re-purchasing goods and services in the future by regular customers and new ones. The advantage of this type is that the client is already familiar with both the brand and the product, but can receive additional discounts, take part in closed promotions, accumulate bonuses, and receive gifts. The loyalty program assumes the presence of a special bonus or discount card, which the client receives after filling out a questionnaire with his contact information, which can later be used by the company for direct marketing.
- Personal selling. Carried out through direct contact between the buyer and seller. By establishing contact, the seller provides answers to the buyer’s questions about the characteristics of the product, gives the opportunity to get acquainted with the product and make a decision about its purchase.
- Trade presentations. They include various events to popularize a product or brand (specialized exhibitions, major events).
- Sponsorship. This type is not aimed at obtaining material benefits, but is one of the means of maintaining a favorable image of the company. The type itself is aimed at financial support for any event, type of activity or individual project, during which information about the sponsor occurs naturally (placement of logos, a brief description of the sponsor in booklets, mentions in press releases, etc.).
All types are closely related to each other and do not exclude complex use; this is how it is possible to achieve full promotion of the company and its products among consumers.
Marketing communications system
In the marketing communications system, advertising is aimed at stimulating sales, which are at the post-production stage of marketing activities. Advertising occupies a leading place in the system, since it accompanies all types of marketing campaigns, is closely consistent and intersects with any other types of marketing activities, forming a unified promotion strategy. Being a process of informing and familiarizing with a product, a method of persuading purchases, as well as a message to attract customers and communication.
Essential elements
The development of a product concept is at the core of creating demand and satisfying it, as are the following components: pricing, delivery to retail outlets and sales, as well as various methods of promotion. It is these components that fall under the definition of the marketing mix and are elements of marketing communications.
Complex and model MK
The components of the complex are four means of influence: advertising, propaganda, sales promotion and personal selling.
The complex is formed from types of marketing communications and presupposes a system for carrying out actions according to a standard model of information transfer.
The fundamental elements of the communication model are:
- source of information (company establishing contact with the market);
- information (what the company wants to convey to the consumer);
- information coding;
- communication channels;
- addressee or target audience;
- decoding (consumer response).
Encoding of information is carried out to work as deeply as possible with the human consciousness and is formed from additional symbols, images and texts.
Tools
The main marketing communications tools are:
- package;
- souvenirs with brand symbols;
- business meeting;
- after-sales service (carried out after the sale of the product);
- personal selling;
- use of promotional materials at points of sale;
- unplanned requests.
Channels
Communication channels are necessary to effectively organize the transmission of a ready-made message to the audience.
Standard types of channels are:
- Personal – aimed at obtaining a positive expert opinion and disseminating this opinion among highly specialized circles. Experts are attracted through exhibitions, presentations, press conferences, as well as direct transfer of products to the expert group.
- Non-personal - based on the transfer of messages without personal participation and involve the use of media, interiors and specialized events. The interiors are aimed at creating an overall visually favorable picture, with the help of which the client can draw a conclusion about the success and reliability of this company. Special events are aimed at creating and maintaining an image, this includes participation in charity, organization of narrowly focused thematic forums, conferences, and seminars.
The choice of channels depends on the characteristics of the target audience, the format of the information provided and the budget.
Functions of marketing communications
MKs have only three complex functions:
- Informational.
- Expressive.
- Pragmatic.
All of them involve a chain of actions - transferring information to the target audience, expressing evaluative information and influencing the choice, preference and opinion of the consumer.
Goals
The fundamental goals of marketing communications are to stimulate the sale of goods and services, as well as to create demand for them.
Additional goals are:
- informing the target audience about the existence of a product or service;
- formation of consumer motivation;
- education of consumer needs and wishes;
- formation, tracking and maintaining positive dynamics of relationships with the client;
- creating a positive image of a product, service, company;
- to attract attention;
- informing the target audience about events and programs conducted by the company;
- providing information about the properties of goods and services;
- periodic reminders about goods and services.
Strategic objectives of marketing communications
The formation of strategic objectives in marketing communications, although not unambiguous, has three mandatory components: information, the creation of communicative relationships and the conclusion of a transaction (sales, sale of a product/service).
Stages of developing marketing communications
Based on the main goal of communications - to influence the consumer in such a way as to ensure a favorable reaction for the company. To form the stages of MC development, it is important to understand and take into account all the characteristics of the audience to which the appeal will be sent.
- Determining the target audience.
- Formation of the purpose of information transfer and modeling of a possible reaction.
- Creating a communication message.
- Selecting channels (means) for transmitting messages.
- Monitoring consumer reactions.
How to analyze marketing communications
The analysis is carried out based on:
- the effectiveness of the influence of marketing communications on the target audience, determining the compliance of the constructed system with the characteristics of the product or service, the characteristics of the target audience, and the company’s image;
- understanding the cost efficiency;
- identifying deficiencies and opportunities to eliminate them, in order to improve the efficiency of subsequent steps.
The formation of the analysis does not have a clearly established standard, since the analysis must be carried out based on the characteristics and parameters characteristic of an individual enterprise, product and service.
To evaluate the subject of analysis, it is necessary to collect information:
- Financial indicators: profit and sales volumes. From these indicators a conclusion is drawn about economic efficiency.
- Communications, which includes the frequency of contact with the target audience and the impact on it. This information will show communication effectiveness.
- Financial and communication components in a single context, which will allow us to analyze the effectiveness of ongoing activities in a comprehensive manner.
During the analysis, the following indicators are determined: the percentage of consumers who saw the advertising message, the most effective media resource, the most memorable visual and audio fragments of the messages, the level of impact of the messages on the level of sales.
One of the most important aspects identified during the analysis is the indicators of the additional level of sales due to the implementation of the communication campaign.
Methods for assessing effectiveness
The choice of method depends on the characteristics of the company, the situation in the competitive market, and other factors, including subjective ones.
Among the assessment methods are:
- Qualitative methods. A marketing audit is used here, which allows for a comprehensive analysis of the external environment, the level of risks and opportunities.
- Quantitative methods. They involve comparing the cost of marketing, taking into account the gross profit received on advertising to the volume of sales and marketing costs.
- Sociological methods. These methods are characterized by the development of sociological research and its further implementation.
- Point methods. They evaluate the effectiveness of marketing for each event held, taking into account compliance with the general concept, its structure and criteria, followed by assigning points for each item.
- Information methods. They are carried out using special programs - Sales Expert 2, Success and others.
Examples of marketing communications
At the enterprise
Depending on the field of activity, the entire concept of implementing MK is built. The main types of communications used are advertising and sales promotion. Information channels: the company’s official website, publications in various publications, online advertising on third-party sites, mailing lists.
In the Internet
Traditionally, the following are used for online promotion: company website, classified directories, search engine optimization, display and text advertising, as well as mailing lists (e-mail marketing).
With the help of such promotion, the problems of organizing internal and external corporate resources and online commerce are solved.
In tourism
The following types of MK are used here: direct marketing, advertising, participation in exhibitions and presentations, sales promotion.
Suitable communication channels include mailing lists, your own resource in the form of a website, contextual advertising, the use of social networks, the production of information booklets, the formation of special offers and discounts, holding competitions, publishing in various publications, advertising on TV and radio, creating high-quality advertising promo videos.
In the service sector
This area involves the use of advertising and sales promotion.
Information is disseminated through your own website or groups on social networks, the availability of smartphone applications, and promotion through blogs.
What does the manager and marketing communications department do?
The objectives of the department in the company are as follows:
- strategy formation;
- development of a brand book and corporate identity;
- budget planning;
- planning of advertising activities;
- development of information materials;
- development of souvenir products;
- writing press releases and other materials for the media;
- management of the website and official pages on social networks;
- Conducting an analysis of the effectiveness of the circulation channels used.
Public relations in the marketing communications system
PR, like advertising, is closely related to the communication process itself, since it involves the formation of a favorable image and the promotion of improved mutual understanding between the organization and those with whom it comes into contact. Public relations in the MK system are a separate system that forms positive mutually beneficial relations between the organization and its public.
The presence of PR is a factor in obtaining high results in business, helps improve the quality of services provided and forms a general understanding of the brand.
What does the non-personal nature of marketing communication mean?
Factors that determine the non-personal nature of MC are:
- Lack of company name in circulation.
- There is one offer in circulation.
- The company lacks a public image.
This component shows the use of media to convey messages to a wide audience.
How does direct marketing work in the marketing communications system?
Direct marketing involves and uses for its impact direct advertising (personal delivery of promotional materials, email distribution, personal relationships with clients), personal sales, telemarketing, television marketing, SMS mailings, e-commerce, trading through catalogs.
The most common methods of this type of communication are personal sales, where it is possible to demonstrate all the characteristics and features of a product in real conditions.
Textbooks and books
For a detailed and comprehensive study of marketing communications, you can use books by the following authors:
- Golubkova E.N. "Marketing communications". The textbook examines the basics of MK, modern understanding of the system, as well as features of application in various fields and industries.
- Musician V.A. “Marketing Communications in Advertising” describes the theory here, as well as practical examples with which you can improve and systematize knowledge.
- Romanov A.A., Panko A.V. "Marketing communications". The publication contains a theoretical part about strategic planning, and also examines the main types of appeals - advertising and PR.
One of the guarantees of business success is the correct maintenance of marketing communications. Strategy management and planning should be approached systematically. Having many nuances, marketing communications create positive results in the operation of any enterprise whose main goal is to increase profits through quality products.
Marketing: lecture notes Loginova Elena Yurievna
1. Marketing communications
1. Marketing communications
In modern business conditions, it is not enough for companies producing high-quality and relatively inexpensive products to simply monitor the quality characteristics of their product and maintain an acceptable price. To more successfully promote their product, organizations must attract as many buyers as possible to their product through original appeals, posting information about the product that would convince consumers that they need this particular product. Even the largest companies in the world cannot be 100% confident in the unshakability of their positions in the market. It is not enough to attract customers to your product; you must constantly maintain their interest in your activities. That is why communication is considered the key point in marketing.
Marketing communications is the process of transmitting data about your products to the target audience.
The target audience- this is a group of current or potential consumers who can receive this information and are able to respond appropriately to it.
Many enterprises use a marketing communications tool called a marketing mix to increase interest in their products. Marketing mix is a system for providing information, which consists of such elements as a product, the method of its distribution, the price of the product. These three components, together with marketing communications, make up the marketing mix.
It must be remembered that in order for information about a product to reach consumers and be assimilated in their memory, marketing communications should be built on a comprehensive, carefully thought-out marketing plan. Only in this case can the company achieve excellent results.
The purpose of marketing communications is to present information to various target audiences about the company's marketing strategies by sending special messages about its product, its cost, methods of sale, thereby arousing consumers' interest in this product.
There are 5 main elements of marketing communications:
1. Convincing and informing consumers. Any company is interested in conveying the maximum amount of information to the greatest number of consumers as quickly as possible and convincing them that this product is exactly what they need. To achieve this goal, a variety of methods are used, for example, indicating a one-stop telephone number and postal address on the packaging so that consumers can express their opinion about the product; conducting presentations or tastings (if we are talking about a food product), etc.
2. Goals. As a rule, the goals of marketing communications are to create a positive opinion about the organization and the product it produces, convey information to consumers, improve market culture, etc. And naturally, the ultimate goal of any marketing strategy is the most effective sale of goods and maximum profit.
3. Places of contact. To operate successfully in the market, a company must send its information to places where contact between the product and consumers is most likely. Such places can be very diverse: these are shops that directly sell this product, trays in pavilions and even rooms in houses where the consumer, sitting in front of the TV screen, can call a hotline and thus receive information that interests him. In any case, it is necessary that the appeal at any contact point works so that the buyer decides to purchase this particular product.
4. Participants in the marketing process. Participants in the marketing process can be absolutely any people who contribute to the promotion of a product in any way. In a word, these can be sellers, promoters, employees of the organization, dealers, suppliers, and even an ordinary buyer who bought a product and shared his joy with a neighbor.
5. Communication appeals. Communication calls can be planned or unplanned. Planned appeals include advertising, service, franchising, personal selling, souvenirs, sales promotion, public relations. Unplanned calls include all others not included in the marketing plan.
From the book Marketing author Loginova Elena Yurievna41. Marketing communications Marketing communications is the process of transmitting data about one’s products to the target audience. The target audience is a group of current or potential consumers who can receive this information and are able to
From the book Marketing: Lecture Notes author Loginova Elena YurievnaLecture 8. Marketing communications for product promotion 1. Marketing communications In modern business conditions, it is not enough for companies producing high-quality and relatively inexpensive products to simply monitor the quality characteristics of their
From the book Advertising: Cheat Sheet author author unknown From the book 77 short reviews of the best books on marketing and sales author Mann Igor Borisovich From the book Marketing for Top Managers author Lipsits Igor Vladimirovich From the book Marketing Education author Vankina Inna VyacheslavovnaChapter 6. Marketing Communications It doesn't matter what you do, it matters how you talk about it. Socrates 6.1. The essence of marketing communications Almost half a century ago, the famous American economist Peter Drucker rightly noted: “The most important task of business is to create
From the book Distribution System. Tools for creating competitive advantage author Sorokina TatyanaMarketing communications The term “marketing communications” may seem intricate and even mysterious, but in fact it has a fairly simple meaning: these are all information flows that move from the supplier or manufacturer to the distribution
From the book How to Sell Products with Difficult Choices author Repev Alexander PavlovichMarketing communications General assessment of MK. How wisely are resources used? What is the share of free and low-cost
From the book Startup Guide. How to start... and not close your online business author Zobnin M. R.Marketing communications of an Internet startup The Internet and social networks provide endless opportunities for promoting any business with almost no investment. However, not everyone succeeds. But for those who think and constantly try different options, everything is sure to be
From the book Advertising. Principles and Practice by William WellsHow to build marketing communications in a startup I’ll start with the general rules. The product you make must solve a problem for the people you see as your customers. Roughly speaking, this is where product strategy begins. But at the same time you need to deal with
From the book The Most Important Thing in PR by Ault Philip G.It is necessary to launch marketing communications as early as possible. However, with an important caveat - when the main product hypothesis has been verified and the basic functionality of the product is clear. The caveat is important, because if you just throw “at least something” onto the market, the result will be
Send your good work in the knowledge base is simple. Use the form below
Students, graduate students, young scientists who use the knowledge base in their studies and work will be very grateful to you.
Similar documents
Concept and structure of marketing communications. Advertising and Public Relations as the main elements of marketing communications. The role of sales promotion and personal selling in marketing communications. Improving the personal selling process and Public Relations.
thesis, added 08/25/2010
The essence of product promotion in the pharmaceutical market and disclosure of the composition of marketing communications. Characteristics of advertising as a tool of communication policy. Development of a plan for the promotion of medicines and a system for stimulating their sales.
presentation, added 10/08/2013
The main communicative goals of integrated marketing communications (IMC). Methods and principles of IMC, their main elements. Features of advertising, public relations, sales promotion, direct marketing and personal selling. Analysis of the IMC concept.
course work, added 01/22/2015
Socio-economic essence of marketing communications. The concept and meaning of marketing communications. Promotion complex and development of communication policy. Elements of promotion in the consumer market. Sales promotion and personal selling.
course work, added 12/02/2008
Promotion as a process of marketing communications, means and goals. Advertising and its forms. Sales promotion, personal selling and PR. Disadvantages of A.A. Sales Promotion Romanov and G.A. Vasilyev. Classification of types of advertising used in industries.
course work, added 11/09/2013
Disclosure of the essence of sales promotion and determination of its role in the complex of marketing communications. Consideration of the goals and methods of promoting goods on the market. Description of methods for monitoring and evaluating the results of a comprehensive sales promotion program.
course work, added 10/11/2010
The concept and types, functions and goals of marketing communications, stages of their design. Integrated, verbal and non-verbal communications and their features in various market situations. Communication with the process of promoting goods and services at all stages.
course work, added 05/14/2009
Goals, objectives, main directions and types of marketing research. Studying trends in the global sporting goods market. Characteristics of problems and prospects of the Russian market. Analysis of the strengths and weaknesses, opportunities and threats of the Adidas company.
course work, added 09/10/2015