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

To Managing Director of new airline company.From Marketing ConsultantDate xxxxSubject Advising on the promotional and advertising charge up outlining the marketing communication meld.People no longer buy enclothe 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 emotional experience. Business is now selling excitement rather than shoes. Since the airline company is targeting business persons and others requesting a very personalized treatment it should emphasis on selling an experience of complete V.I.P treatment in sophistication rather than a simple means of traveling comfortably. The Marketing Communication immixAnother 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 cake mix, the canonical ingredients are always the same. However if you vary the amounts of one of the ingredients, the final 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.Personal selling2.Sales promotion3. unrestricted relations4.Direct marketing5.AdvertisingLet us look at the mortal components of the promotions mix in more detail. Remember all of the elements are integrated to form a specific communications campaign. 1. Personal SellingPersonal Selling is an good way to manage personal customer relationships. The sales person acts on behalf of the organization. They tend to be well trained in the approaches and techniques of personal selling. However sales people are very expensive and should only be used where there is a genuine return on investment. For example salesmen are very much used to sell cars or home improvements where the margin is high. 2. Sales Promoti onSales promotion tends to be thought of as being all promotions aside from advertising, personal selling, and public relations. For example the BOGOF promotion, or Buy One Get One Free. Others include couponing, money-off promotions, competitions, free accessories (such as free blades with a new razor), forward offers (such as buy digital TV and get free installation), and so on. Each sales promotion should be carefully costed and compared with the next best alternative.3. globe Relations (PR)Public Relations is defined as the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organization and its publics (Institute of Public Relations). It is relatively cheap, but certainly not cheap.