Marketing Communications -- An Overview Asia-Pacific Marketing Federation Certified Professional Marketer Copyright by Marketing Institute of Singapore

Organization 1. Introduction 2. Promotional Mix 3. Non-promotional Mix 4. Multidisciplinary Perspectives

Introduction n Marketing Communication or Promotion is the communication undertaken by a firm to persuade/inform potential buyers to accept ideas, concepts, or things n Communication function of marketing n Informs and influences attitudes and behavior n More visible and immediate of the Ps

Promotional Mix n Promotional Mixis the specific mix of advertising, personal selling, sales promotion, and public relations that a firm uses to pursue its advertising and marketing objectives n Promotional Mix is the specific mix of advertising, personal selling, sales promotion, and public relations that a firm uses to pursue its advertising and marketing objectives

n Promotional Managementis the process of co-ordinating the promotional mix elements to develop a controlled and integrated program for effective marketing communication n Promotional Management is the process of co-ordinating the promotional mix elements to develop a controlled and integrated program for effective marketing communication

Elements of Promotion Mix (a)Advertising (a) Advertising -- Impersonal -- Mass communication -- Paid

(b)Personal Selling (b) Personal Selling -- Personal -- Individualized communication -- Highly adaptive

(c)Sales Promotion (c) Sales Promotion -- Consumer and Trade -- Provide additional motivation to buy product

(d)Public Relations (d) Public Relations -- Nonsponsorship -- Intent is to foster positive product/firm image -- Dependent on others to take action

Multidisciplinary Perspectives n Psychology –What makes people: n pay attention to n Like n Remember –the ad?

n Economics (a)Positive Advertising-Product Quality Relationship (a) Positive Advertising-Product Quality Relationship –-- A signal of quality for products whose quality is costly to determine before use –-- Positive relationship between advertising level and product quality

(b)Negative Advertising-Product Quality Relationship (b) Negative Advertising-Product Quality Relationship -- Firms with low quality products have higher advertising levels to counter their relative product disadvantage

n Sociology & Anthropology (a)Advertising is a Manipulative tool (a) Advertising is a Manipulative tool -- No power over buying decisions -- Motivation at subconscious level (e.g., subliminal advertising) -- Use of emotional appeals (e.g., fear ads). No more a rational consumer -- Do things not for consumers best interest

(b)Change values (b) Change values -- Materialistic, selfish, perpetually dissatisfied -- Defines values that society should embrace (c) Promotes conformity -- No individual self expression

(d)Disrespect for tradition (d) Disrespect for tradition -- Wants something new -- Reduce role of family (e) Intrudes privacy -- Bombarded everyday