Discussion: Application of communication mix is much more complex in the wider context as compared to the consumer markets.
Communication mix in marketing is a term used to refer to a unique mix of advertising, sales promotions, direct marketing, and public relations as promotional elements (Eid et al. 2006). It can be applied either in consumer markets (for example, a product aimed at reaching potential buyers) or in wider markets (for example, a charitable organization appealing for donations from potential clients).
The five elements of communication mix are used differently in the consumer markets and in the wider contexts as shown in this following paper. The paper also offers realistic and justified recommendations usage of marketing communication mix (MCM) in both contexts. Application of communication mix is much more complex in the wider context as compared to the consumer markets.
Communication Mix elements (Eid et al. 2006)
Differences in Advertising
Example of wider-context advertising is a poster created by a charitable organization appealing to well-wishers to help some starving communities in Africa. The poster may consist of a picture with a woman carrying her baby on the back, her sad face reaching out to well-wishers to come and help the starving persons. Adverts that involve charity should not be too glamorous; neither should they be nonglamorous (Keller 2006). Some people have complained of the adverts used to create disaster awareness or hunger awareness because of their shocking and frightening status. The advantage of advertising charity issues is that the ads usually provoke discussion in a creative and innovative way.
Advertising for consumer markets may involve a television advert that shows the advantages of using a certain product (for example, soap), over another similar product from a different company. It can be made to be appealing, citing the advantages of that product over the others. An advert can be used to create awareness of a certain new product in the market, enhance the sales of an already existing product, or create a competitive advantage for a company (Keller 2006).
Advertising for charity is much more complicated than advertising of products and brands. This is because a wider-context advert must get value for its money, and it can lead to depletion and wastage of resources if not well planned. In a wider context, there are no profits intended because the adverts are meant to reach well wishers who can contribute to a worthy cause. In consumer markets, adverts are straightforward, and the target audience is the consumer of the product or service. Thus, the adverts for wider context are much more complex than for consumer markets.
Differences in Sales promotions
It is possible for a wider-context organization to use sales promotions when doing marketing. For example, a charitable organization can structure its sales promotion in numerous ways as long as it carries out all the tasks as stipulated under the charitable-solicitation laws. This can be done by starting a marketing campaign which says that if people buy an item, a percentage of the total cost will go to charity. It complements a macroeconomic need although its audience credibility is quite low as compared to advertising (Shahhosseini 2011). Also, sales promotion can be carried out in the form of promotional sweepstakes or prize-winning games, whereby for each prize won a certain proportion of the money is directed towards a charitable event.
In consumer markets, sales promotion can be used to promote a brand or company during marketing. For example, a company may start a promotion whereby if a consumer buys one of the company’s products, he or she is given an extra promotional product (For example, Buy 2, get 1 free). This sales promotion can also be applied in service industries, for example, an internet service provider may give all new subscribers an extra month of enjoying free internet, after the first subscription.
There is a difference between the two market contexts since in the wider-contexts; the beneficiary is not the buyer of the product or service. This makes sales promotion in the wider context more complex as compared to consumer markets. In the consumer markets, the person who benefits from sales promotions is the buyer of the service or product. However, in the wider context, the buyer of a product or charity sweepstake does not benefit from the promotion. Sales promotion complements a macroeconomic need although its audience credibility is quite low as compared to advertising.
Differences in Personal Selling
Personal selling refers to face-to-face marketing communication tools usually undertaken by an individual or group of people in order to persuade the audience to take up a certain task (Deeter-Schmelz 2011). In the wider contexts, a marketer from a charitable organization may be campaigning for a peace program or a stop-to-starvation initiative in a country, going to prospective socially-responsible organizations and having one-on-one conversations. The marketer may talk to the leaders of the organizations or groups of audiences in order to deliver her message.
In consumer markets, a sales person may go door- to-door, talking to potential consumers about a certain product or service. For example, a sales person may go from house to house, talking to families about a new green cleaning agent that can be used at home. She or he can give the advantages of the green product over other chemical detergents, and also give the potential consumer a test of the product.
Personal selling is much more complex in the wider contexts as compared to consumer markets. This is because it is much harder to explain about the suffering or starvation that a certain group is undergoing. On the other hand, it is easier to talk to an individual about a product that is on sale. Unlike sales, promotions or advertising, the control found in managing personal selling is much lower. This is because a sales person may go to deliver a message to an audience and end up distorting the message (Deeter-Schmelz 2011).
Differences in Public relations
Wider-context organizations should understand the importance of Public relations (PR) in all their activities. In most cases, these organizations use local media press to cite their appeals and coverage. For example, charitable organization do engage with societal relations, corporate relations and donor partners because public relation messages are always the most effective in charity (Smith 2011).
In consumer markets, companies have also realized the importance of public relations. For example, a company sponsor a certain event (for example a sports event) in order to meet and create new relations with the corporate people in a region.
PR in the wider context is much more complex since it needs much more resources such that an organization’s resources may be depleted. It is easier for a consumer- oriented company to promote its services or products through PR without depleting its financial resources. The message can be passed across through public affairs, event managements, and sponsorships where by the company can take time to create knowledge and understanding of a product. Public relations can be used to create long-term credible relationships with stakeholders although it is the least used among the five tools (Smith 2011).
Differences in Direct marketing
According to Keller (2001), charitable organizations have started giving out telephone numbers, e- mails and websites to allow a direct interaction with the prospective clients. Nowadays, internet offers a exceptionally convenient mode of communication that can be used as a form of distribution channel. For example, some companies may offer their e mail addresses and phone numbers to allow contacts on both ways. Direct marketing aims at creating strong one- on- one relationship with each and every customer the message is directed.
This tool is usually used in consumer markets , and it deals with those products which are flexible enough to get alterations in terms of prices of such a product. It can be used to sell a certain product at a lower price depending on which client the company is dealing with.
Application of direct marketing in wider contexts is hard since it is not possible to offer flexibility like in the case of products that target the consumer market. It is easy to alter or lower the price of a product that targets the consumer market, but it is not applicable in wider contexts such as charitable organizations.
Recommendations for effective Communication Mix
- Also, charitable organizations should ensure that they choose a marketing communication mix that is considerate of the available financial resources. Different media such as newspapers, posters, radios, internet and televisions have varying costs , and it is the task of the marketer to decide on the most cost effective. Marketers must understand that there are costs that come with using a third party for transmitting the message (Keller 2001). On the other hand, the consumer markets must be done considerably too, in order to avoid using too many resources unnecessarily.
- A marketer should ensure that the message contains credibility to increase the effectiveness and reduce the complexities. According to Eid (2006), audience perceives credibility in the form of third parties especially celebrities and experts, although in charity, extremely glamorous ads are not appropriate, neither are the least glamorous. When organizations endorse such pivotal figures in the adverts, they succeed in making the audience perceive the message as trustworthy.
- For charity and other wider contexts, public relations are the most appropriate, although it is the least considered method of advertising by organizations. The organization just needs to ensure that it works within the available means.
- When deciding the best communication mix for any product, it is vital to consider the product life cycle as shown in the figure below (Shahhosseini et al. 2011).
Sales $
Time
Introduction- In the introduction phase, there is heavy use of public relations, advertising and sales promotion
Growth phase- Advertising, public relations, personal selling, branding and brand marketing
Maturity- Sales promotion, persuasion, reminder, personal selling and decreased advertising
Decline- decreased advertising and public relations, limited sales promotion, and increased personal selling.
Conclusion
The four promotional activities can be created with an emphasis on every element depending on the product/ service, potential consumers and the amount of resources that an organization wishes to spend throughout the promotion. In every organization, the marketing department must consider the most appropriate mix to use depending on whether the organization is targeting the consumer market or the wider contexts. The paper has described the five elements of communication mix in relation to their usage in either consumer or wider contexts. It has also provided the most appropriate recommendations about the usage of the mix on both consumer and wider contexts.
References
Deeter-Schmelz, DR 2011, 'Personal Selling and Sales Management Abstracts', Journal Of Personal Selling & Sales Management, 31, 4, pp. 441-454, Business Source Complete, EBSCOhost, viewed 24 April 2012.
Eid, R, Elbeltagi, I, & Zairi, M 2006, 'Making Business-to-Business International Internet Marketing Effective: A Study of Critical Factors Using a Case-Study Approach', Journal Of International Marketing, 14, 4, pp. 87-109, Business Source Complete, EBSCOhost, viewed 24 April 2012.
Keller, K 2001, 'Mastering the Marketing Communications Mix: Micro and Macro Perspectives on Integrated Marketing Communication Programs', Journal Of Marketing Management, 17, 7/8, pp. 819-847, Business Source Complete, EBSCOhost, viewed 24 April 2012.
Shahhosseini, A, & Ardahaey, F 2011, 'Marketing Mix Practices in the Cultural Industry', International Journal Of Business & Management, 6, 8, pp. 230-234, Business Source Complete, EBSCOhost, viewed 24 April 2012.
Smith, BG 2010, 'Beyond Promotion: Conceptualizing Public Relations in Integrated Marketing Communications', International Journal Of Integrated Marketing Communications, 2, 1, pp. 47-57, Business Source Complete, EBSCOhost, viewed 24 April 2012.
