MKTG 302 Ch 16 Marketing Communications.docx - Marketing...

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Marketing Communications Promotion is another P in the 4 P’s of the marketing mix and includes all communication that informs and persuades buyers. A promotional strategy is a plan for optimal use of all elements of promotion to elicit a particular response. The main focus is to convince the buyers that the company’s products offer a competitive advantage, a set of features and benefits over others offerings. There are five elements of the promotional mix. These are as follows: Advertising is any form of impersonal paid mass communication. With it, marketers can reach large audiences, even though it may involve high costs. Because of the mass appeal, the cost per person is rather small. Also, marketers have complete control over the message. While this is an appealing proposition, the flip side is that is has lower credibility. The audience realizes that this is paid communication controlled by the marketers. A commercial during a prime-time TV show is a good example. Public relation entails communicating with customer, suppliers, employees, and the community with the intent of creating favorable publicity. While expenses are involved in running this operation, it is not paid communication. Companies instead try to get exposure through media relations, press releases, and other ways to reach customers. While these may be written in a positive tone, any media outlets that run the story are free to put these in their own words. This lack of control though has a positive side to it too. Consumers are more likely to trust respectable media outlets on what they have to share. A review done by the New York Times for a new brand of car is a good example of public relations efforts. Sales promotions includes all activities other than advertising and public relations that focus on promoting sales with the intent inducing trial for new products, increasing sales, or getting rid of extra inventory. Typically, these tend to have a short-term orientation. Coupons, rebates, discount, sweepstakes, etc. are all example of sales promotions. Personal selling refers to in-person selling. Typically for big ticket purchases or for business markets personal selling can be very effective. In business markets especially, companies may rely on advertising
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