Marketing Communication: Channels and Promotion Tools




_________________________________________________________________________________


"Marketing communications are the means by which firms attempt to inform, pesuade, and remind consumers - directly, or indirectly - about the products and brands that they sell." (Kotler and Kellter)

Personal and nonpersonal communication channels can be used for marketing communications. Within both of them there are many subchannels. The marketing communications mix is now thought of as consisting six major modes or types of communication alternatives.
1. Advertising
2. Sales promotion
3. Events and experiences
4. Public relations and publicity
5. Direct marketing
6. Personal selling
Advertisement - Is the only Way?

Personal Communication Channels

Personal communication is communication between two or more persons with a specific person communication with others. The message emanates from a specific person. It can be done face to face, or by a person to audience, over telephone, or through post or couriers or through emails or through mobile messages.

The personal communications in the case of marketing can also be categorized as communications from advocate, expert and social contacts. The company salespersons’ communication to customers is communication from advocates of the product.


An independent expert communicating to prospective buyers about the merits of the product is classified as expert communication. A neighbor saying good things about a brand is social channel of communication.

Companies take various steps to stimulate personal communications about their products and brands.

1. They identify influential individuals and devote extra effort on them.
2. Create opinion leaders by supplying possible opinion leaders with the product on attractive terms.
3. Use influential or believable people in testimonial advertising.
4. Develop word of mouth publicity by requesting satisfied clients to promote their product among their friends.
5. Establish online discussion groups and communities

Nonpersonal Communication Channels


They include media, atmospheres, and events.

Media channels include print media (newspaper, magazines, souvenirs, proceedings of conferences), broadcast media (radio, television), display media (billboards, signs, posters) and electronic media (audiotape, videotape, videodisk, CD-ROM).

Atmosphere is what firms create in their office environment. The office interiors and exteriors have a meaning to the potential buyers.

Events are occurrences designed to communicate particular messages to target audiences or audiences. Company arranged news conferences, opening ceremonies of various kinds, and sponsorships of various events come under event communications channels.

Communication through mass media stimulates personal communication channels.

The Promotional Tools


The characteristics of various promotional tools are as follows:

Advertising


Advertising is a public mode of communication. Because it is communicated simultaneously to large number of people and people know that the same communication is going to many people, they feel their motives for buying are understood by the advertiser.

Advertising messages can be repeated number of times. Buyers also can compare advertisements of various companies selling the same product. The media offers the facility to add color, sound etc. to the message and dramatize the message. But advertising cannot have dialogue with the people. People may not see and pay attention to the advertisement.

Advertising is an efficient way to reach geographically dispersed potential buyers at a low cost per exposure.

Advertising has two recent variants. Advertorials are offer editorial content and while it is paid for by the advertiser and it will be difficult for the reader to easily make out that it is an advertisement. Similarly infomercials are TV programs that are meant for promoting the products of the company. They discuss the working of the product, benefits of the products, and user experience etc. and they may beam the message to buy the product and the address to be contacted.

Sales promotion


Sales promotion tools like coupons, contests, premiums, and the like act as communication medium and also promote sales.

They gain attention and provide information that may lead the consumer to the product. They include a distinct invitation to the consumer to do the transaction in a short period of time.

Public relations and publicity


News stories and feature articles are more authentic and credible than advertisements to readers. The articles act as testimonials. The message gets through to the potential buyers as news and they may not turn away from it as they turn away from the advertisements.

Personal selling


Personal selling as a communicative channel involves a live, immediate, and interactive relationship between persons. Personal selling leads to relationships. The listener feels obligated to respond to the salesman at least with a polite “thank you.”

Direct Marketing


The alternatives are direct mail, Email, and telemarketing. In these cases the message is addressed to a specific person. The message can be customized. Even though mailing folders and email are normally standardized to gain efficiency. The message can be up to date.  In case of telemarketing, message can be altered depending on the response. In the case of other alternatives subsequent communication can be altered depending on the response. 


Philip Kotler, Marketing Management (Main text for revision and article)



_________________________________________________________________________________________
Migration from Knol


_________________________________________________________________________________

Related Articles


Marketing Management Article Series Directory



______________________________________________________________________________



Article originally posted in
http://knol.google.com/k/marketing-communication-channels-and-promotion-tools
Kindly Bookmark and Share it:

20 comments:

  1. Nice start guys...I went through the website and I found that you made decent point here. Keep up the topic that everyone can choose one of the best.
    promotional event company.

    ReplyDelete
  2. Excellent sharing. I had a look on the links provided here. Really useful post. Thanks for sharing.

    University Marketing

    ReplyDelete
  3. Thank you , Chris, I found this exercise highly interesting.







    Online Marketing

    ReplyDelete
  4. Howdy! This is my first visit to your blog! We are a team of volunteers and starting a new initiative in a community in the same niche.Your blog provided us beneficial information to work on. You have done a outstanding job!
    seo service in indore

    ReplyDelete
  5. Communication is an important aspect in marketing. Profits will rise of you can communicate to your target market clearly. That is the reason why a 1800 Number offered by a telecommunications company is very important for any types of establishments. It makes their businesses easy to be reached.

    ReplyDelete
  6. Great post ! Product marketing is the function within a technology company that focuses on the strategies and tactics that are associated with marketing products. It is advisable to hire one Good Product Marketing Agencies who can look after your complete branding.

    ReplyDelete
  7. For companies, having their own 1800 Number is a very important marketing tool.

    ReplyDelete
  8. Well said and it is really true...
    News stories and feature articles are more authentic
    and credible than advertisements to readers.
    The articles act as testimonials. The message
    gets through to the potential buyers as news and
    they may not turn away from it as they turn away from the advertisements.
    You deserve appreciations. I really learned a lot from it. Keep it up.

    ignite social media


    ReplyDelete
  9. It sure was educational, this post of yours as it unravels a lot of information for students and non-students to use. It is likely a good reference for college papers marketing students. Thanks for sharing.

    ReplyDelete
  10. Also, having a company 1800 Number is essential for communication.

    ReplyDelete
  11. Thanks for the share! text reseller revolutionizes mobile marketing assisting businesses of all styles engage their clients in the most effective approach with Text message marketing Canada through their mobile devices.

    ReplyDelete
  12. Like an income insurance, communication is also very important.

    ReplyDelete
  13. This is so interesting. Thanks for sharing.

    ReplyDelete

  14. Wow very entertaining post Ive notice that there are many Cheap 1300 Numbers that giving to a business to give them many clients. Most busineses are using smart numbers to easily remember by their clients.

    ReplyDelete
  15. This comment has been removed by the author.

    ReplyDelete
  16. Nice Post I liked it... Promotion is one of the key elements of the marketing mix, and deals with any one or two-way communication that takes place with the consumer. There many Good Brand Promotion Agency are always there to guide us..

    ReplyDelete
  17. These are just the snippets on direct mail marketing and how you can use them to improvise your direct mail campaign as per your requirement. Businesses have different requirements and purposes to use the advertising campaigns.

    ReplyDelete
  18. It is very informative. Keep sharing these type of information.
    branding company in singapore

    ReplyDelete

 
Designed By An Insurance | Proudly Powered by Blogger