Marketing Final

Marketing 350 - Exam 4

Marketing communications, sometimes referred to as promotion, involve marketer initiated techniques directed to target audiences in an attempt to influence attitudes and

behaviors.

The Roles of Marketing Communications:

1.Informing - communicate product availability, product characteristics and benefits, and timing

2.Reminding - maintain awareness, inhibit competition, encourage repeat purchase

3.Persuading - to encourage preference, attitude change, purchase

Marketing communications mix, sometimes referred to as the promotional mix, includes: advertising, public relations, sales promotion, personal selling, and direct marketing communications.

Forms of The Marketing Communication Mix

a. Advertising – most widely recognized form of marketing communications - non-personal, Paid for by an identified sponsor, Disseminated through mass channels of communication

b. Public Relations Identifies, establishes, and maintains mutually beneficial relationships between an organization and the various publics

c. Publicity – non-paid communication

a) May be positive or negative

b) Can be handled by outside agency

c)Not without costs

d. Sales Promotion – communication activities that provide extra value or incentives to ultimate consumers, businesses or other organizational customers Examples: coupons, samples, premiums, point-of-purchase displays, sweepstakes, contests, rebates, trade show exhibits

e. Personal Selling: Interpersonal communications between seller and buyer, Allows immediate feedback, Enables a message to be tailored to individual needs, Important when product is complex

f. Direct marketing communication: Process of communicating directly with target customers, Encouraged response by telephone, mail, electronic means, or personal visit, Examples: Computer shopping services, infomercials, cable shopping services

Stelph

Subliminal

Communication process

Implicit and explicit

Reason why we...