Marketing communication mix

ABSTRACT:

The complete work revolves around the main topic of marketing communication combine.

• Considered to be produced from marketing mix.
• Communication mix involves advertising, personal selling, sales promotion, immediate marketing and PR.
• For I-phones they use caples rule of advertisement.
• Advertising is effective but expensive
• Personal selling is expensive but is considered as cost-effective
• Sales campaign uses move or press strategy.
• Direct marketing is common way used now days.
• To choose right communication mix we should always use product's life circuit to find out.
• Should keep a good attention on products sales to find the most effective way for advertisement
• Characteristic and role of each and every communication mix differ.

LITERATURE REVIEW:

I implemented three different literature and used AIDA, john caples rule and example of i-phone in my assignment. Most of the items I used were compiled by Philip kotler. I tried out to use some facts and numbers to confirm my findings so when books being credible source I tried to use them alternatively than using internet sources. Usually pictures are copied from internet only and all the items are referenced accordingly. Dr. kotler is considered one of the world's leading authority on management and is considered pioneer writer in the field of international marketing and branding.

MARKETING COMMUNICATION Combine:

In this era of digital technology and competition, no-one can survive without marketing; either it is the product, brand or something. The best meaning of marketing was presented with by Al Ries and Trout "marketing is the performance of those activities which seek to perform organization's goal by anticipating customer or client needs and directing movement of need-satisfying goods and services from manufacturer to customer or consumer. "(Source: Al Ries, Trout jack, 2006, marketing warfare, McGraw hill companies. Inc. )

MARKETING Combine:

Marketing exclusively couldn't be taken on profile to predict and match the customer needs. To just check the existence and proof presence of marketing communication combine we can look at 7 P's of marketing.

In 1960 Mccarthy developed 4 P's of marketing. The marketing combination according for some authors had been used as term before her in 1940's while later in 1980 booms and Bernard developed 3 more P's. The usage of these 3 P's is still debatable and is also criticized by many people. (Sources: http://www. continuumlearning. com/Customer%20Services_7Ps%20of%20Services. pdf, http://www. netmba. com/marketing/mix/)

MARKETING COMMUNICATION Combination AND IMPORTANCE:

As from above we've seen that the marketing isn't only about promoting your product but also is dependent other 6 factors but as we have been discussing communication combine, it mostly pertains to campaign. The communication is necessary between the customer and the business in order to boost the transactions or to optimize the daily sales of the business enterprise. It's important to mention here that the right communication blend is important to be chosen which suites the business enterprise needs and is also the clearest way for the business to convey the communication. Belch, E. and Belch A. explain Integrated MARKETING AND SALES COMMUNICATIONS as "a thought of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the tactical roles of a variety of communication disciplines and combines these disciplines to provide quality, reliability and maximum communications impact". (source: http://www. oppapers. com/essays/MarketingCommunicationsMix/13818. ).

In 1961 in line with the same publisher Albert Frey was the first one to distinguish between communication tools and offering. Simply saying offerings will be the service u offer used e. g. product, price and brand etc while tools you utilize such as place; advertising etc. so relating to him which way you take you will use all your strategies for people. (Smith p r, Taylor Jonathan, 2004, 4th release, marketing and sales communications, Gutenberg press ltd, Malta)

From all the debate above we can conclude that the communication blend tools are the following:

The most common used promoting press used are:Internet, telesales, banners, broachers, radio, Television, telephone, papers etc.

Regarding to caple principle of promoting or advertising:

• Get attention
• Hold attention
• Create desire
• Make it believable
• Prove from the bargain
• Make it easy to buy
• Give reason to buy

CASE Research:

From my perspective, I-phone uses this kind of strategy for their sales. Most of the times we start to see the I-phone holding the whole last page of magazine and demonstrating what this product can do and the other ordinary phone may not be able to. The merchandise before and after unveiling is advertised so often to remind the client of the phone that a lot of customers are drawn. As result many customers buy the product and we normally start to see the line before apple outlets when the product is launched. They use sales promotion technique for ending type of product. I. e. they used the sales advertising where these were finishing type of 2. 5g (1st technology I-phone) where they reduced the price tag on phone, to be able to boost the sales and finish the line of product when it was on declining level. This helped company to get some good customers.

ADVERTISING:

Advertising is said as very simple but expensive form of advertising. Advertising can vary depending on product or marketing used. For example on Television or it can be by means of internet advert. But this is considered priciest because anyone who uses this have to either use large promotions or use their a lot of time in this type of promotion.

Advertising is the proper execution of promotion is considered as non-personal promotional combine because the business doesn't know if their note is received by its customer or not, do people understand the product etc.

CHARACTERESTIC OF ADVERTISMENT:

According to Kotler characteristic of advertising are

• Public demonstration: advertising is considered as highly public mode of communication and folks consider this kind of advertising more because they consider that the offer they have been made through the advertising is standard.
• Pervasiveness: it is the medium of communication where a seller can repeat its message many times and this consequently help buyer to compare the retailers product with other rivals or swap available.
• Amplified expensiveness: means that if company use little different way or expensive way from its competitor, it might lead to getting buyer's attention.
• Impersonality: means that the customer or buyer is not as much motivated to choose the product or service around he is by having a sales agent. Since it is one way communication so the customer might desires to learn about the merchandise but cant because he can't talk with advertisement.

The most frequent way of advertisement is Tv set, radio, paper, broachers and newspapers etc. The advertisements is very beneficial in creating permanent relationship between consumer, product and business. E. g. coca-cola uses all time red color for advertisement of their product and uses same advertisements many times per day to draw in customer.

PURPOSE OF ADVERTISMENT:

The main purpose of advertisements is to get buyer's attention, which creates interest and a desire rises in customer following the action (buying).

According to the same website UK advertising expenditure in 2008 was 18. 6 billion.

Not just that but also if we notice inside our daily life schedule we would go to some place and pay attention to the product for which we've seen advertisement lately. Sometime on local buses we see some poster and feel that do we need the merchandise or not and sometime even though we don't require it we might conclude buying it.

PERSONAL Advertising:

It is known as to be one of most cost-effective kind of advertising. Some books also consider this as the utmost expensive one as well because of wage cost to the company, visiting cost and the business always have to offer the people with some kind of incentives to improve sales. Personal selling is known as effective because the business enterprise can have the consumer's requirement and can make up a deal for consumer to be able to fulfill their needs. The buyer can also look at the packages that suits better to their needs and can also tell the sales representative about their needs. e. g. British isles gas etc.

Normally we see folks from gas and electricity companies doing this type of advertising.

CHARACTERESTIC OF PERSONAL Advertising:

According to Kotler(1997) the key characteristics are

• Personal confrontation: will involve consumer and business representative where in fact the need of consumer can be thought by the distributor. They can either come to some point of contract or the business enterprise will offer some versatility to consumer to be able to gain or retrieve a customer.
• Cultivation: means that the business enterprise can adapt their offers matching to customer's need in order to keep good relationship between business and customer. Sales reps mainly use affectionate and friendly kind of approach towards their customers.
• Response: means that the potential buyers mostly respond to their vendor and their response can be studied in accounts to increase sales. The response can be either good or bad depending on what customer feels about the product.

ROLE:

The main role of personal advertising is mostly

• Acquire new prospective customers and offer old customer's the best service.
• Try to sale the product efficiently
• After sale provide them with best services
• Close the deal
• If resources or stock become less try to allocate other resources to make certain that customer remain in business with us.

Though this kind of offering is decreasing anticipated to existence of media like internet, Television set and telephones. The costly method still used but only by some companies. A lot of the companies have improved with changing world.

SALES Advertising:

It is normally used to boost the sale mainly at declining stage of the merchandise. It offers the customer with either special discounts or some kind of other special deals which results in customer fascination and consequently customer buys the product. Normally business uses coupon, special deals ands discounts etc. This kind of promotion is only good for short term and doesn't lead to permanent marriage between business and customer. For instance some companies use even ebay to do their campaigns by using bid auctions such as a company called EOL (end-o-line). Another is example is to supply customer with offers like by 1 and get 1 free etc.

CHARACTERESTIC:

According to Kotler three distinctive benefits and characteristics are

• Communication: mostly this kind of promotion gets the customers attention and customer with the info which might lead to deal.
• Incentives: the business introduces some kind of concession, offers or vouchers to improve the sale briefly.
• Invitation: the customers are usually compelled to do the purchase soon by expressing either till stocks and shares latest or till the date. This helps business to obtain additional deals in the limited time.

ROLE:

Sales promotion normally uses thrust, draw. These play an important role in virtually any sales promotion. Regarding to davedolak. com business uses drive strategy to get the merchants to stock their items and also give good offers, because of this, the trade people put more sales effort in order to increase their profit. The product might be sold again to 1 of the wholesalers or end consumers. That is normally used in B2B romantic relationship.

The pull strategy is the fact the consumer emerges a good discount on buying product from the business enterprise. Sometime it is also used as a term that the business waits for the buyer to carefully turn up and order the product and it is produced, as they can not stock of the products life circuit. This can be used for B2C relationship. Normally car suppliers and showrooms utilize this kind of technique to promote deal to consumer and finish off the old stock.

PUBLIC RELATIONS:

This kind of advertising is utilized by company to make their image better in public areas eyes. There's a different department for this kind of campaign. These departments generally try to enhance their company's goodwill in consumer's eye. For example Durex the condom creators' donated 50, 000 condoms to NGO's in Dec on world aids day. The other thing they began was that they went to the social networking website "Facebook" and launched some game titles in order to increase recognition and sales. The business or business might do some charities or sponsor some type of good cause.

The companies may also use newsletter or news releases to improve PR.

CHARACTERESTICS:

According to Kortley(1997) role of PR is

• High trustworthiness: most of enough time people trust news or articles more than other like advertising campaign, personal offering or sales campaign.
• ABILITY: it is a lot easier to capture people who avoid personal advertising. So the message is read by more folks which might lead to more sales.
• DRAMATIZATION: it also offers potential of setting up company or product reputation at the particular level which company is not in true to life. This can be the consequence of advertising as well.

ROLES:

In normal schedule of life these folks play an important role in image of an organization as they are the one responsible for news produces and the charitable functions. The PR has to be sure that they are doing their sort out the right channel so that it can be identified by the folks. E. g. they shouldn't help the cause of cutting trees as it can injured many people's thoughts. They should make an effort to reach those individuals who cannot be come to because they avoid personal advertising etc. one more thing that they ought to make an effort to help campaigns with the product rather than money as it'll increase the products deal and image. For instance IBM provides non-profit companies with low price on purchase of their items.

DIRECT MARKETING:

This type of promotion is utilized by mails, telemarketing and catalog marketing. That is quite effective way of promotion because the response can be taken on bill to increase sale or acquire clients from other competition. E. g. sometime we get a ask our volumes offering different services or products (especially on landlines). Various other schools of thoughts also consider e-marketing as a part of this promotion type like e-mails for promotions or sales. (Kutler, 1997).

CHARACTERESTICS:

According to Kutler(1997), there are four types of immediate marketing.

• Nonpublic: the letter or e-mail or mobile phone is made for specific one who have subscribed for some offers.
• Customized: normally can be different for two different customers depending on the buying background.
• Up-to-date: offer can be prepared supplied quickly using e-marketing or telesales.
• Interactive: customer can be offered with much more different alternatives in this kind of promotion.

ROLE:

Normally companies use bombardment of e-mail to numerous customers and wait for their response. In this manner have been used a whole lot nowadays and is becoming less effective as people always consider them as rubbish e-mail.

Another way of e-marketing is using social websites like facebook to create or advertise the merchandise. E. g. durex used this kind of strategy and presented some game titles on communal networking website to increase the sale.

Yet another way is cataloging, where in fact the businesses send the visitors to drop the catalogue and the consumer can call and order the product.

Finally now they use special television channels and calls to encourage and get some business from the actual customers.

CRITICAL ANLYSIS:

As from all the information we've seen the feature which are most probably advantages while in release of ever kind of advertising I have reviewed some cons as well to be sure that the business using any sort of this can know the damaging and useful things of their advertising and the role instructs us the value of the particular communication combination.

IMPORTANCE:

• The need for marketing communication combination can be felt whenever we see that it is connected with the marketing combine.
• The research upon this began from 1940. It flourished with the entrance of new advertising.
• Businesses always try to use communication combine to receive the share and attention of market.
• Due to increased competition level we may use one of the various tools to acquire new customers on the market.
• Right communication combination can be employed by realizing right target customers.

SELECTION OF RIGHT COMMUNICATON MIXES:

As we talked about previously about the I-phone, we will now see how the merchandise should be marketed through its life circuit to make it a success.

PRODUCT LIFE Circuit:

• First level is pre release stage where we use very small amount on advertising and merely to let people know that we are releasing some new product.
• On 2nd level i. e. introduction we use PR and advertisements.
• On3rd level of growth we are in need of heavy sum of money to be spent in order to make product successful in the market.
• At maturity level we use less advertising as a tool but now we use increasingly more sales promotion and PR.
• At the decrease we use sales advertising however, many company might use direct marketing as an instrument as well to provide customers with good offers.

The to start with thing for just about any campaign is the fact it should know who their target market is and what generation they are looking for. Then depending on their objective they may use one of the models to resolve their problem.

COMMUNICATION OBJECTIVE:

Depending on market type the company or business should enter in, the business enterprise should determine their communication goal depending on their product and regulations.

Depending on your product, target market and business you can choose the model and make a decision what ought to be the strategy from pre benefits stage till the decline stage. For example in case of an innovation free trial is important.

Apple used this kind of strategy when they allowed people to take computers, personal computer or notebooks to home and may make use of it over the weekend as trial and can buy it once they think the merchandise is useful enough for use.

COMMUNICATION Surroundings:

According to Kotler (2008) businesses are moving to the focused marketing alternatively than mass marketing. The businesses use the tool of advertisement and advertising in the places where they ought to and only give attention to their marketplace and people as opposed to the old approach of sending their message to many people which may result as one of the do the purchase. People do not focus on ads and advertising of the merchandise they might not be interested in, most of the time they try to skip the portion of advertisements and breaks while watching TV. So that it is important to really have the right concentration group nowadays to increase deal and deals.

Kotler and his fellow freelance writers used phrase of broadcasting which is to play the advertisement for media thinking that it could result in business deal. The other expression he used was narrowcast where only interested and prospects are target. He used these conditions in his "shifting marketing communication model".

Matching to them scheduled to improve in ICT and existence of internet people are determined to make use of online sources to view their favorite programs and skip the ads in between the breaks. Only few people might watch those. Although media like Tv set and radio is evergreen but is reduced because of presence of internet. The average person spends 5 times additional time on internet than Television. That's why companies now use their advertisings on internet and use social networking websites for publicity etc. e. g. companies like Cadbury uses the affirmation on the website "find us on facebook". (source: kotley Philip, armstrong garry, wong veronica, saunders john, 2008, principles of marketing, fifth edition, pearson education ltd. )

CONCLUSION:

All the firms or businesses have to invest in this field to make sure that they find the expected results from the product and the business enterprise. If the business fails to use right communication mix at the right time, their product will be a waste for the kids and might result in little sales.

All 5 communication mix together can result in a good business, as each of them can be utilized depending on life pattern of the merchandise. The communication objectives should be considered for a successful business. With regards to the product the meaning should be designed properly to reach to the audience.

RECOMMENDATIONS:

• Businesses should identify their needs first.
• Businesses should make an effort to fix the cover promotional and advertising purpose.
• Businesses should allocate resources in case of no resource available to keep the promotions going.
• Business should also allocate fixed sum of money or products to PR as well.
• Sales campaign times shouldn't be fixed on benefits time.
• The meaning should be designed skillfully and the perfection.
• For the products affordable method should be chosen.
• The business should try to use same company logo or slogan for their products.
• PR should make an effort to use news release and other form of multimedia to improve trustworthiness of the company.
• Checks discounted should be completed by the business enterprise in order to find most effective communication mix because of their company.

REFRENCES:

BOOKS:

Al Ries, Trout jack, 2006, marketing warfare, McGraw hill companies. Inc.

Smith p r, Taylor Jonathan, 2004, 4th release, marketing communications, Gutenberg press ltd, Malta

Kotler Philip, 1997, 9th model, marketing management, prentice hall international inc.

kotley Philip, armstrong garry, wong veronica, saunders john, 2008, ideas of marketing, fifth release, pearson education ltd.

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