ABSTRACT
Individuals are bombarded by thousands of messages every day. A look at the process of communication demonstrates why all are not remembered. Communication involves:
Sender – the person or company wishing to communicate a message
Encoding – translating the message into signs and symbols that the receiver will understand and react positively to
Channel – chosen media to transmit the message, e.g. television or a direct mail letter
Receiver – the person to whom the message was intended, usually the customer
Decoding – the content of the message received by the receiver can differ from the one sent
Noise goes on around us all the time in daily life. Promotional messages have to cut through that noise to be heard
Feedback from the receiver can be in many forms – additional sales, complaints or general reaction to the campaign
In order to communicate well, we need to understand how people behave when they are purchasing
Push Strategy – This is where the manufacturer takes the decision to concentrate their communication efforts on members to the distribution channel. The basis of this strategy is to promote directly to the suppliers, therefore pushing the products down the line to reach the customers throughout various channel members
Pull Strategy – This strategy operates in contrast to the push strategy and requires the manufacturer to create demand for the product through direct communication with the customers. The aim is to create demand at the direct supply end and pull the product upwards through the channels, through customer demand
n Category needs – the perception of the actual customer needs
n Brand awareness – the ability of the consumer to identify and associate with a particular brand
n Brand attitude – this relates to the consumer’s particular observations, view and perceptions of the brand, cognitive beliefs
n Brand purchase – once the category needs have been identified, the brand purchase intention follows
n Purchase facilitation – the organization needs to ensure the product is in the right place, at the right price, at the right time
n Clarification of customer needs
n Increasing brand awareness
n Increasing product knowledge
n Improving brand image
n Increasing brand preference
n Stimulating search behavior
n Increasing trial purchase
n Increasing financial position
n Increasing flexibility of the corporate image
n Increasing cooperation from trade
n Enhancing the reputation of the organization
Based on Delozier – 1976
Advertising – A paid form of non-formal communication that is transmitted through mass media, such as television, radio, newspapers, magazines, direct mail, public transport vehicles, outdoor displays and the Internet
n Promoting products, organizations and services
n Stimulating demand for products
n Increasing sales growth
n Educating the market
n Increasing product/service usage
n Reminding/reinforcing
n Reducing demand fluctuations
As a marketing communications planner, you will be involved in the following:
n Liaising with channel members
n Have an awareness of channel needs and the associated communications support
n Provide consistency for all communications and ensure that all members are empowered by the message
Sales Promotions – A range of tactical marketing techniques designed within a strategic marketing framework to add value to a product or service in order to achieve specific sales and marketing objectives
n To increase brand and product awareness
n To increase trial and adoption of products
n To attract customers to brands
n To level fluctuations in supply and demand
n To disseminate information
n To encourage trading up to next size
n Selecting appropriate promotional techniques
n Trade promotions, retailer to consumer promotions, manufacturer to consumer promotions
n Development of consumer loyalty schemes
Public Relations – Is a planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its target publics
n To create and maintain the corporate and brand image and enhance the position and standing of the organization in the eyes of the public
n To communicate the organization’s ethos and philosophy, and corporate values
n To undertake damage limitation to overcome poor PR
n To raise the company profile and forge stronger relationships
n Changing negative into positive, hostility into sympathy, prejudice into acceptance, apathy into interest, ignorance into knowledge
n Define techniques, such as press releases, press conferences, publications, media relations, etc.
