Memo Advising Outline of Marketing Communication Mix :: essays research papers

To Managing Director of unsanded airline friendship.From Marketing ConsultantDate xxxx substance Advising on the promotional and advertising campaign outlining the merchandising communication mix. pack no longer buy habilitate to keep their feet warm. They buy shoes because of the way shoes make them feel- masculine, feminine, different, young, and glamorous. Buying shoes has become an randy experience. Business is now selling excitement sort of than shoes. Since the airline company is targeting business persons and others requesting a very ad hominemized treatment it should focus on selling an experience of complete V.I.P treatment in sophistication rather than a simple means of traveling comfortably. The Marketing Communication fluxAnother one of the 4Ps is promotion. This includes all of the tools available to the marketer for marketing communication. As with Neil H.Bordens marketing mix, marketing communications has its own promotions mix. Think of it like a legal commun ity mix, the basic ingredients are always the same. However if you vary the amounts of one of the ingredients, the final exam outcome is different. It is the same with promotions. You can integrate different aspects of the promotions mix to deliver a unique campaign. The elements of the promotions mix are1. personalised selling2. gross sales promotion3.Public relations4.Direct marketing5.AdvertisingLet us look at the individual components of the promotions mix in more detail. think back all of the elements are integrated to form a specific communications campaign. 1. Personal SellingPersonal Selling is an effective way to manage personal customer relationships. The sales person acts on behalf of the organization. They tend to be easily trained in the approaches and techniques of personal selling. However sales people are very expensive and should only be utilise where there is a genuine return on investment. For example salesmen are often used to sell cars or home improvements w here the margin is high. 2. Sales PromotionSales promotion tends to be thought of as being all promotions isolated from advertising, personal selling, and public relations. For example the BOGOF promotion, or Buy One enchant One Free. Others include couponing, money-off promotions, competitions, lighten accessories (such as free blades with a new razor), introductory offers (such as buy digital TV and get free installation), and so on. Each sales promotion should be carefully costed and compared with the near best alternative.3. Public Relations (PR)Public Relations is defined as the deliberate, planned and sustained effort to establish and maintain mutual concord between an organization and its publics (Institute of Public Relations). It is relatively cheap, but certainly not cheap.