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1、L/O/G/OUnit 4 Marketing Communication Tools 营销传播工具Definition A marketing communication mix is a combination of marketing variables for a specific product/service, arrived at by choosing the best mix from the 4 Ps of marketing. It defines how you will position your product in the market. Communicatio
2、n Channels Personal and nonpersonal communication channels can be used for marketing communications. Within both of them there are many subchannels. Personal Communication Channels Personal communication is communication between two or more persons with a specific person communication with others. T
3、he 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. It may be letters, memos, personal interviews, telephone conversations and email. Measures Companies take var
4、ious 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
5、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 prin
6、t 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
7、 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.
8、 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 repeat
9、ed 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
10、 advertisement. Advertising is an efficient way to reach geographically dispersed potential buyers at a low cost per exposure. Advertising has two recent variants. Advertorials软文广告 are offer editorial content and while it is paid for by the advertiser and it will be difficult for the reader to easil
11、y make out that it is an advertisement. Similarly infomercials信息商业广告 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
12、to be contacted.AdvertorialsinfomercialsSales promotion促销 Sales promotion tools like coupons, contests, premiums赠品, and the like acts 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 invitat
13、ion to the consumer to do the transaction in a short period of time. Examples: trade deals, free samples, display, contests, sweepstakes, and cents-off coupons.Public relations and publicity News stories and feature articles are more authentic and credible than advertisements to readers. The article
14、s 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. Examples: news releases新闻简报, media advisements, feature stories, and special events (open houses, factory tours, and grand openings).Personal
15、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 dire
16、ct 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 a
