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MARKETING COMMUNICATIONS
Developing A Communication’s Mix
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COMMUNICATIONS MIX INFLUENCED BY:
Nature of Product/Service Nature of Customers Competitor Activity Dynamic of the Market Resource Availability
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COMMUNICATIONS ACTIVITIES
Traditional Advertising Personal Selling Publicity Sales Promotion
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COMMUNICATIONS ACTIVITIES
Developed / developing Word-of-Mouth Direct Mail Sponsorship eMarketing
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PLUS: For truly integrated communications
ALL OTHER organisational activities can be designed to have a communications impact
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WORKING DEFINITIONS ADVERTISING
Transmission of a message by an identified sponsor, through the media, with payments for time/space used PUBLICITY Placing of commercially significant news in the media, incurring no media cost
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WORKING DEFINITIONS Personal Selling Sales Promotion
Face-to-face conversation , with the purpose of making a sale Sales Promotion 1. Support material for selling efforts 2. The temporary addition of value
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ADVERTISING AND PERSONAL SELLING
One way Impersonal Communication objectives Information out General messages Personal Selling Interactive Personal Sales objectives Info. in and out Customer Specific
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ADVERTISING and PUBLICITY
High transmission costs Complete message control Specific timing Able to repeat Degree of disbelief Publicity No media costs Limited control No guarantees Source legitmacy
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ADVERTISING AND SALES PROMOTION
Indirect Communications objectives Distance between message and sale Sales Promotion Direct and Indirect Sales objectives Impact direct on sales/behaviours
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Why eMarketing? Global reach Lower Cost Measurable Results 24 hours
Personalisation Creative Opportunity Immediacy
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