ICMR Case Studies and Management Resources
Asia's Largest Online Collection of Management Case Studies
ICMR Case Studies and Management Resources |
|
|
Marketing Communications
| ||||||||||
 |
Title :
Marketing Communications Textbook. |
 |
Title :
Marketing Communications Workbook. |
To market a product successfully, it is
not enough to ensure that it is the right product, available at the right
place at the right time; information about its availability, utility and
price must also be effectively communicated to prospective buyers.
For the communication process to be effective, the marketer must be able to
create the right message and deliver it to the right prospect at the right
time, using the right media. Although this may sound simple, in a
competitive environment with increasingly similar products and services,
proliferation of media options, and complexity in segmenting audiences, it
is very difficult to get all the elements of the communications process
right.
In order to differentiate their brands in such an environment,
marketers must constantly refine and fine-tune their marketing
communications strategies.
Marketing communication has undergone drastic changes over
the last few years. In the past, marketers communicated using a limited number
of marketing communication tools like advertising, sales promotions or sales
personnel; the number of media options - like radio, television or print media -
at their disposal was also limited. In the last couple of decades
though, fragmentation of traditional media such as television and print, and the
emergence of new or non-traditional media such as the Internet, have made
marketing communications much more complex.
Today, marketers can no longer rely completely on a single marketing
communication tool like advertising, personal selling or publicity. Instead,
recognizing that each element of the communication mix is effective in achieving
a specific communication objective, they must choose the right mix of
communications tools that will help them best achieve their overall marketing
objectives.
Marketing Communications examines the subject from various perspectives, and
discusses the strategies that a marketer can use while interacting with
different stakeholders through marketing communications mix elements like
advertising, sales promotion, personal selling, public relations and direct
marketing. The book also highlights the need for integrating the different
marketing communications mix elements to present a single consistent image for a
company or a brand.
“If the circus is coming to town and you paint a sign saying ‘Circus Coming to the Fairground Saturday,’ that's advertising. If you put the sign on the back of an elephant and walk it into town, that's promotion. If the elephant walks through the mayor's flower bed, that's publicity. And if you get the mayor to laugh about it, that's public relations. If the town's citizens go the circus, you show them the many entertainment booths, explain how much fun they'll have spending money at the booths, answer their questions and ultimately, they spend a lot at the circus, that's sales.”
- Author unknown;
http://www.museummarketingtips.com/quotes/quotes_ac.html
Copyright © 2007 ICMR . All rights reserved.
Terms of Use | Privacy Policy
Short Case Studies / Caselets