Marketing Communication
What is Marketing Communication?
What is Marketing Communication?
if you are looking for marketing communication general information. you are at the correct place to learn new and interesting facts, when you will read this article completely you will surely learn new modern terminologies and their meaning.
It refers to the means adopted by companies to convey messages about the products and the brands they sell,
either directly or indirectly to the customers with the intention of persuading them to purchase.
In other words, the different mediums that a company adopts to exchange information about their goods
and services to the customers are termed Marketing Communication.
The marketer uses the tools of marketing communication to create brand awareness among
the potential customers, which means some image of the brand gets created in their minds that helps them to
make the purchase decision.
Marketing communication offers solutions to the following questions:
Why shall the product be used?
How can the product be used?
Who can use the product?
Where can the product be used? And
When can the product be used?
Marketing communication includes:
Advertising, Sales Promotion, Events, and Experiences, Public Relations, Publicity, Direct Marketing,
Interactive Marketing, Word-of-Mouth Marketing, and Personal Selling.
These tools of communication are collectively called marketing communication Mix.
Elements of Marketing Communication Mix
Advertising:
People define advertising in different ways, often along with the term “marketing.” Advertising is not marketing;
Rather, advertising is a tactic that is used by marketers to communicate messages to their customers
and other stakeholders.
It is an indirect, paid method used by firms to inform customers about their goods and services via television,
radio, print media, online websites, etc Advertising is one of the most widely used methods of communication mix
where the complete information about the firm’s product and services can be communicated easily
with the huge target audience coverage. The job of advertising is to provide the best possible selling message
to the right target audience at the best possible price.
Advertising is paid. Because advertisers pay for advertising, they have full control of the content
and media placement of the ad. Advertising is an impersonal communication process. In other words,
advertising is placed in various media to reach the correct audiences.
With advertising, media are used to reach large numbers of people with one campaign.
Advertising can take two forms:
institutional advertising and product advertising.
Product advertising focuses on making consumers aware of an idea, product,
or service and how that product may satisfy the consumers’ needs or wants.
Institutional advertising is used to make consumers aware of an organization or
business and does not focus on a specific product, idea, or service,
but rather focuses on the business or organization itself.
The basic purpose of advertising is to:
Inform, Persuade, and/or Remind customers of business and organizational offerings, such as products or services.
Advertising can create an immediate response (e.g., “only two days left in the sale”) or can be used to keep the product and/or business/organization’s name in front of the consumer so that consumers remember
the product, service, or organization when they are out shopping.
Advertising should attempt to develop product or company loyalty and provide information to ease the customer
the decision-making process and develop awareness among the targeted group about potential offerings that are available to consumers.
ATL and BTL advertising
ATL" stands for "Above The Line", meaning that the advertising is going to be deployed around a wider
target audience, e.g. television, radio, or billboards.
BTL's “Below The Line” advertising is an advertising strategy where products are promoted
in media other than mainstream radio, television, billboards, print, and film formats.
The main types of below-the-line advertising systems include direct mail campaigns, trade shows,
catalogs, and targeted search engine marketing.
BTL marketing activities are a proficient and cost-effective means for focusing on a target audience and
particularly gathering. An immediate force to buy Sponsorship is a partnership with different corporates or
events to get more impressions and is usually carried out as a part of brand-building strategies at a BTL level.
Through The Line Marketing
TTL Marketing: This kind of marketing is really an integrated approach, where a company would use both BTL and ATL marketing methods to reach their customer base and generate conversions. It might seem obvious although not all marketing campaigns are like this — some are ATL only and some are BTL only (it would be much more common to see a BTL-only marketing campaign in practice, though).
Advertising appeals
Advertising appeals are communication strategies that marketing and advertising professionals use to grab attention and persuade people to buy or act.
In rhetorical theory, the idea of an “appeal” dates back to Aristotle, who identified the three main appeals of communication: ethos, pathos, and logos, or, in modern language, credibility, emotion, and logic.
The idea was that if you could establish yourself as credible.
ethos) for example, you are more likely to persuade people. Likewise, if you tugged on your audience’s
heartstrings (hit their emotions, pathos) or presented a logical argument
(logos), you could persuade people to act. In other words, you (or your communication)
appealed to people because you were credible, you affected their emotions, or you made logical sense.
But modern-day advertisers didn’t stop at just the three appeals, as Aristotle did. While credibility, emotion,
and logic in many ways do summarize the three broad ways in which people are persuaded, advertisers
get much more specific in order to target their marketing communications approaches. Understanding the
available appeals in marketing and advertising will put you in a position to be more creative,
more persuasive, and ultimately more effective in your marketing and business communications.
The most common advertising appeals used by marketing professionals today:
Adventure Appeal
Appealing to a person’s sense of adventure and excitement. The goal of the adventure appeal is to make people feel like the excitement, action, entertainment, and sense of adventure will be enhanced if they purchase or use a product or service.
Bandwagon Appeal
Bandwagon advertising is a specific type of propaganda advertising technique that tries to get the target audience to jump on board, so as to not "miss out" on what everyone else is doing.
The Bandwagon Appeal attempts to persuade people by making them feel that a product or idea is popular and that everyone else is doing it.
The idea of the Bandwagon Appeal is to make people feel like they're missing out or falling behind if they don't join the crowd and be a part of the trend.
For example, Everyone is going to get a new smartphone when it comes out this weekend.
Appealing to people by using a celebrity they admire and recognize.
The goal of the endorsement appeal is to encourage people to buy a product or service or act a certain way because people they know, respect, admire, and recognize also use that product or service.
Trust is built by using recognizable people.
Related to the Personal Appeal (below), the fear appeal specifically appeals to a person’s fears in order to encourage them to buy or act.
The goal of the fear appeal is to cause someone to fear an outcome or response if they don’t buy a product or act in such a way as to reduce risk.
Appealing to a person’s sense of humor. Because most human beings like to laugh, humor is an effective appeal for grabbing attention and helping people remember and share information about a product or idea.
The goal of humor is to help build a positive association with a product, service, or idea.
Appealing to a person’s desire to be the perfect man or woman.
Often used in clothing and beauty products, the goal of the masculine/feminine appeal is to make people feel if they use a product or service, then they are more attractive, stronger, or any other characteristic commonly associated with their gender.
Appealing to a person’s tastes in sounds and music. The goal of the music appeal is to help increase recall (as in jingles or mnemonics) and to encourage people to feel an emotion toward a product that they feel while hearing a particular song or sound.
Personal (Emotional) Appeal
Appealing to a person’s emotions. The goal of the personal appeal is to make a consumer feel sad, angry, excited, jealous, fearful, proud, nostalgic, or any other emotion enough to encourage them to buy, donate, or act.
Rational Appeal
Appealing to a person’s logic and evaluative reasoning. The goal of a rational appeal is to make people feel like they need something because it makes sense and seems necessary.
Appealing to a person’s natural desire to experience romance and appeal to others romantically. The goal of a romantic appeal is to make people feel like they will be more attractive, more desirable, and more likely to get the person of their dreams if they use a certain product or take certain actions.
Appealing to people by making them feel that something will run out soon or is about to end. The goal of the scarcity appeal is to make people feel that they need to hurry or they will be left out. Everyone else is doing it and you may lose your chance.
Appealing to people by making them feel like they will experience luxury, elegance, or superior quality. The goal of the snob appeal is to make people feel like their purchases or actions will put them in a position to experience the highest of qualities and luxuries.
Appealing to a person’s sense of belonging or feeling of inclusion. The goal of a social appeal is to cause people to make purchases and take action based on whether it will make them feel accepted, recognized, respected, affiliated with, or even rejected by a certain group, organization, or people. It’s all about status and fitting in.
Appealing to a person’s desire to feel younger. The goal of the youth appeal is to make people who may otherwise feel old, out of shape, and less physically able than they were as a youth buy a product or service that will help rejuvenate their physical and emotional.
Conclusion
Marketing communications involves using different methods to share messages and promote products or services. It includes things like advertising, public relations, branding, and digital media to reach people in a smart way.
Using consistent and interesting content helps build a strong brand, teaches customers, and builds connections. Social media, ads, emails, and events are some ways it works.
This kind of communication aims to create a story that people like and understand. By doing this, it keeps customers coming back, increases sales, and makes the brand more well-known and liked compared to others.
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