Marketing Communications Mix
Also called Promotion Mix, it is the specific combination of advertising, sales promotion, public relations, personal sales and direct marketing tools that the company uses to achieve its advertising and marketing goals.
INTEGRATED MARKETING COMMUNICATIONS
marketing-communication-advertising-sales-promotion-and-rr-ppThere are 2 factors that support change in current communications:
Development of targeted marketing, through which closer relationships with customers are cultivated in more defined micro-markets.
Change to segmented marketing, relying on new technologies that allow you to reach smaller customer segments and in a more personalized way.
The fragmentation of markets has caused a fragmentation of the media.
¿ Why is it necessary to integrate marketing communications?
In the consumer's mind, different advertising messages using different media are equivalent to a single company message.
Companies must present a concordant message that does not create conflicts or a confusing image of the company or the positions of its brands.
ADVERTISING
It is Any paid form of presentation and non-personal promotion of ideas, goods or services by an identified sponsor. It includes print, radio or television broadcast media, outdoor advertisements and others.
- It communicates something positive about the size, popularity, and success of the seller. It can reach geographically dispersed masses of buyers at a low cost of exposure. Consumers often view advertised products as more legitimate. It is highly expressive, creating an enduring image of a product and can generate quick sales.
PERSONAL SALES
Personal presentation made by the company's sales force in order to make a sale and cultivate customer relationships. They include sales presentations, trade shows, and incentive programs.
- It is very effective in shaping the preferences, convictions and actions of clients. It involves a personal interaction of two or more individuals. It allows the emergence of different types of relationships for presentation. They allow the client to feel a greater need to listen and respond.
SALE PROMOTION
Short-term incentives that promote the purchase or sale of a product or service. Includes point-of-purchase displays, bonuses, discounts, coupons, specialized ads, and demos.
- It helps to attract consumer attention, offer strong incentives to buy, and enhance sales. They prompt and reward rapid response. Their promotional effects are often short-lived and do not cultivate long-term brand preferences.
PUBLIC RELATIONS
Cultivate good relationships with a company's diverse audiences by gaining favorable publicity, creating a good “corporate image” and managing or blocking rumors, anecdotes, or unfavorable events. Includes press releases and special events.
- They are highly credible, as they are more real and credible than ads. They can reach prospects avoided by sellers and ads. They can enhance the company or product. Many marketers use it as a last-minute resource.
DIRECT MARKETING
Direct communication with carefully selected individual consumers in order to get an immediate response and cultivate direct relationships with them by using the telephone, mail, fax, email, Internet and other tools to communicate directly with specific consumers. Includes catalogs, telemarketing, kiosks, Internet.
It has 4 distinctive characteristics:
- It is not public, because the message is directed to a specific person. Immediate and Personalized, messages can be prepared quickly and adapted to each client. Interactive, because it makes possible the dialogue between the marketing team and the consumer, as well as these messages can be altered according to the client's response.
Promotion Mixing Strategies
The marketer can choose between 2 basic promotional blending strategies, which differ in relative emphasis on promotional tools:
Push Strategy: The use of the sales force and commercial promotion is required to push the product through the channels.
Attraction Strategy: Large advertising and promotional spending is required for consumers to create demand.
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