communications programs build on the strengths of the different tools of the promotion mix and offer consistent messages and images to targeted customers. Finally, Lesson 11 provides details about advertising and public relations.In Lessons 12 and 13, we will look at the remaining three major elements of the promotion mix.If you are interested in marketing communications and want to learn more, you may want to takeMKTG 420: Advertising and PromotionNotes1.Why communicate? This is an important question to start with, especially if one takes into account that communication is increasingly expensive. After all, organizations may well avoid any marketing communications involvement and keep capturing value from customers to create profits. This is the main idea behindthe production concept studied in Lesson 1, which states that consumers favour products that are available and highly affordable. According to this concept, to create or improve value to consumers, organizations need mostly to improve their production and distribution efficiency. However, the production concept is limited to situations in which the demand for the product exceeds the supply; it is less effective in competitive markets.The most effective philosophy in a competitive market is the marketing concept, which holds that to be successful, organizations must know the needs of their target markets and deliver desired satisfaction better than their competitors do. According to this philosophy, organizations should use marketing communications to convey their value propositions.It is important to clearly state what the product offers to consumers and how it compares to alternative products available in the marketplace. The marketing concept philosophy states that each product should have a single, clear value proposition. This idea is re-emphasized in Figure 13.1 on page 473 of the textbook,where it is shown that regardless of the promotional mix used, marketers should have consistent, clear, and compelling messages that are in line with their value propositions.2.What to communicate? Setting advertising objectives is critical for any advertising campaign as explained on page 478 of the textbook. The main idea is that to design an effective communications program, marketers have to first identify the communications problem they want to solve. The following are examples of communications problems:Consumers are unaware of the product.
Consumers have heard about the product but do not know its distinctive features. Consumers do not have favourable feelings about the product. Consumers prefer other products to the product being marketed. Consumers believe that the product is perfect but do not purchase the product.
You've reached the end of your free preview.
Want to read all 17 pages?
- Spring '15