Role of marketing communication Marketing communications connect to customers directly and remind customers for engendering product and services that organization offering. Marketers must know the role of marketing communication that can provide the detail of product, convince, inform to customers. Marketers can tell or show why and how products are used. They should know what kind of products deserve the customers and everything that customers should know about the products. Marketers are allowed to make relationship with customers in several ways.
Understanding Integrated Marketing Communication Programs Integrated Marketing Communication is defined as a strategic business process, seed to develop, execute, convincing brand communication programs, relate to external and internal customers. Piston and Hartley also define integrated marketing communication, propose the integration: promotional mix with marketing mix, create intra – inter organization, data base and target customers. There are many communication objectives and different meaning of communications to succeed different objectives.
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Marketers should realize about MIMIC programs that important for marketing The marketing communication mix There are important five tools can be used in different ways to communicate with customers. Advertising – can convince the customers to think or believe in the way that companies want. Sales Promotion – compose of diverse techniques of marketing. It has ability to point at smaller customers. Public Relations – relate to newspaper, magazines, news. Direct Marketing – look for individual customers to deliver personal message and making relationship such as e-mail, telemarketing.
Selling Personal – can be incorporated within direct marketing Nevertheless, some major have been changed in the way organization use for communicating. In the different communication options must be chosen to develop communication aerogram by marketers. Alternative Marketing Communication Options : Media Advertising – TV, magazines. Direct Response and Interactive Advertising – mail, telephone, broadcast media. Place Advertising – cinema, poster, billboards. Point of Purchase Advertising – in-store radio or TV.
Trade Promotions – training program, contests and dealer incentive. Consumer Promotions – coupons, refund. Event Marketing and Sponsorship – sport, entertainment, fairs and festivals. Public and Public Relation Personal Selling Communication Differences Message reception – organizations set the context is very formal, messages and the meanings are received will be different. Number of decision-makers – decisions in organizations are from many people because of different individual.
The balance of the communications mix – the role of advertising and sales promotions is support personal selling in communication of bib. The constituents of the marketing communications mix- business to business markets use the promotional tools and media to target customers. Message content – there are signs in the messages, are added image and emotions. Length of purchase decision time – take to reach the decision. Negative communications – negative messages affect to dissatisfaction of customers.
Target marketing and research – the method of target marketing processes in market of customer and impact on quality of the marketing communications to reach the target customers. Budget allocation – The budget in organization is spent for researching with customers by marketing department. Measurement and evaluation – customers use different techniques to measure and evaluate the effectiveness of communications. Making a successful marketing communication, the marketers should communicate wrought good four basic ways to make strength for communication plan.
Information- rich Web site On the website should have information about economic, financial planning, type of customers. Regular newsletter A newsletter is a good way to inform customers and keep relationship. Useful marketing material Brochure and handout are easy to read. Relationships with local media Knowing local media is the best way to get maximum number of customer. Managing risk from advertising and sales promotions Advertising and promotion are governed seriously by government. Misunderstanding can harm the rand and go to litigation.
Organization must aware of legal and avoid the problems. Marketers have to respect to intellectual property of the others, know and confirm that copyright, trademark, slogan, products and services are allowed to use. Conclusion We can discuss obviously after review in articles and researches that promotion or marketing communication is substantial in marketing management to communicate with customers and encourage organization to grow efficiently and sustainable but not Just only promotion factor, other factors are also important for managing, depend on the ways to use.