- What is the role of marketing communications?
The role of marketing communications is to create a link between a company and its existing or potential customers. It is vital for the growth and success of any company to clearly identify its position in the market because of immense competition and availability of similar products. Companies which are able to maintain a contact with their customers via different modes of communication are more successful in gaining customer attention and loyalty. However, the mode of communication used by the company must be relevant to its customers and should be in accordance to customer preferences as this would ensure the role of marketing communications is being fulfilled.
- What is the communications mix and how should it be set?
A communication mix is a combination of different modes of promotion that a company would adopt as part of its marketing mix and a method to reach its target audience. The various means of reaching consumers include advertising, sales promotion, events and experiences, public relations, and etc. The communication mix for every product a company sells would vary depending on the target audience for that particular product or service. Apart from the nature of a good, service, or customers the price and distribution channels of the product need to be taken into consideration. For example, Red Bull does not only advertise through television but also organizes various events and experiences coupled with sales promotion methods.
- What steps are required in developing an advertising program?
An advertising program begins with identifying the objective of the advertisement which could be to inform, persuade, remind or reinforce via the advertisement. The next step is to determine the cost of the program. This step considers elements such as; the product life cycle stages, market share and consumer base, competition and clutter, advertising frequency, and product substitutability. Moving on, the company needs to clarify the content of the advertising campaign. Here the attempt is to convey about the brand and creative strategy. The mode of communicating this message also comprises a critical step in developing the ad campaign since the purpose would not be fulfilled if the message does not reach the target audience.
- What is the role of marketing communications?
A company does not only aim to inform customers about their brands through marketing communication rather they aim to develop a relationship between the company and its customers. Persuading the customer through advertising is not sufficient; therefore, the right mix of communication has to be implemented with extra attention given towards customer preferences. Hence, it is true that the best companies combine several channels to deliver the intended message more effectively.
- What is the communications mix and how should it be set?
The communication mix is a combination of different promotional methods rather than to inform, persuade, or remind consumers about the products they sell, which is basically the aim of an advertising message. The various forms of communication need to be designed in such a way that it reaches the target consumers effectively. AT&T is able to reach its customers by combing various forms of the communication mix. For instance, they promote through TV commercials, sales promos, and direct selling. All these methods allow AT&T to reach a greater number of customers and reinforce their existence in the market.
- How can companies exploit the potential of public relations and publicity?
Undoubtedly, public relations can have numerous benefits for a company is terms of cost saving, positive image, and publicity. If a company is able to gain attention through public relations it could significantly add to its level of credibility. Since, people respond positively to messages they hear or see which are not compensated by companies, it can be a good method to reach target audiences at no cost. Therefore, if a company is able to create that image of its product or service that is newsworthy it would have a significant effect on its image. Range Rover was able to counteract its image of poor reliability through a PR initiative. They demonstrated to customers the improved quality of their car by taking part in the world’s first hybrid expedition. But companies cannot solely rely on public relations as a form of promotion; however, it could be used alongside other promotional activities.
