1. MARKETING COMMUNICATIONS
Developing A Communication’s Mix

2. COMMUNICATIONS MIX INFLUENCED BY:
Nature of Product/Service
Nature of Customers
Competitor Activity
Dynamic of the Market
Resource Availability

3. COMMUNICATIONS ACTIVITIES
Traditional
Advertising
Personal Selling
Publicity
Sales Promotion

4. COMMUNICATIONS ACTIVITIES
Developed / developing
Word-of-Mouth
Direct Mail
Sponsorship
eMarketing

5. PLUS: For truly integrated communications
ALL OTHER organisational activities
can be designed to have a communications impact

6. WORKING DEFINITIONS ADVERTISING
Transmission of a message by an identified sponsor, through the media, with payments for time/space used
PUBLICITY
Placing of commercially significant news in the media, incurring no media cost

7. WORKING DEFINITIONS Personal Selling Sales Promotion
Face-to-face conversation , with the purpose of making a sale
Sales Promotion
1. Support material for selling efforts
2. The temporary addition of value

8. ADVERTISING AND PERSONAL SELLING
One way
Impersonal
Communication objectives
Information out
General messages
Personal Selling
Interactive
Personal
Sales objectives
Info. in and out
Customer Specific

9. ADVERTISING and PUBLICITY
High transmission costs
Complete message control
Specific timing
Able to repeat
Degree of disbelief
Publicity
No media costs
Limited control
No guarantees
Source legitmacy

10. ADVERTISING AND SALES PROMOTION
Indirect
Communications objectives
Distance between message and sale
Sales Promotion
Direct and Indirect
Sales objectives
Impact direct on sales/behaviours

11. Why eMarketing? Global reach Lower Cost Measurable Results 24 hours
Personalisation
Creative Opportunity
Immediacy