Elements of a communication mix

Advertising campaigns from the corporate world-

 

Introduction to marketing communication mix-

 The marketing communication mix, sometimes referred to as the promotion mix, is a set of five tools that businesses use to communicate with their customers, prospects and stakeholders. It doesn’t matter how large or small your organization is, or what kind of products or services you sell, utilizing an effective marketing communication mix can help you increase your revenue. The Marketing communication activities in every medium contributeto brand equity and drive sales in many ways: by creating brand awareness, forging brand image in consumers’ memories, eliciting positive brand judgments or feelings, and strengthening consumer loyalty. Marketing communications activities must be integrated to deliver a consistent message and achieve the strategic positioning. The starting point in planning them is a communication audit that profiles all interactions customers in the target market may have with the company and all its products and services. For example, someone interested in purchasing a new smart phone might talk to friends and family members, see television ads, read articles, look for information online, and look at smart phones in a store.

 Elements of communication mix

Advertising:

Any paid form of non-personal presentation and promotion of ideas, goods or services from the sponsor evident by the print media (newspapers and magazines), telecommunications (radio and television), network communications (telephone, cable, satellite, wireless), electronic media (audiotape, videotape, videodisk, CD-ROM, web page), and display media (billboards, signs, posters). It is an impersonal form of mass communication, which offers a high degree of control of those responsible for the preparation and implementation of promotional message.

 Sales Promotion:

 A variety of short-term incentives to encourage trial or purchase of a product or service including consumer promotions (such as samples, coupons, and premiums), trade promotions (such as advertising and display allowances), and business and sales force promotion. It helps management is always aware of the situation and effectively use change to serve as an early warning system. It is necessary to anticipate trends, to use research and ethical communication techniques as fundamental tools.

 Events and Experiences:

Company-sponsored activities and programs designed to create daily or special brand-related interactions with consumers, including sports, arts, entertainment, and cause events as well as less formal activities.

 Public Relations:

Public relations are an interactive system using one or more communication devices for notice measurable effects. They are relevant to all activities in the organization and cover all communications. Public relations are not focus on the product, they are focused on the whole company. Their main objectives are to achieve understanding with the audience and influence public opinion.

 

Online and social media marketing:

 Online activities and programs designed to engage customers or prospects and directly or indirectly raise awareness, improve image, or elicit sales of products and services. Powerful Internet and mobile technology have led to rapid increase of companies’ forces to offer their products and build relationships with your customers through social media, websites, mobile applications, e-commerce, online promotions, etc. Creating an online presence and finding the most appropriate way to communicate with the target audience is cost effective, fast and reliable.

 Mobile marketing:

A special form of online marketing that places communications on consumer’s cell phones, smart phones, or tablets.

 Direct and database marketing:

Use of mail, telephone, fax, e-mail, or Internet to communicate directly with or solicit response or dialogue from specific customers and prospects. One of the fastest growing sectors in the global economy is direct marketing, by which organizations communicate directly with their target customers to generate reaction and/or transaction. The development of technology and the use of the Internet make possible to apply new and attractive forms of direct marketing that contain the potential for branding and generating sales.

 Personal selling:

Personal sales are expressed in a personal presentation of ideas and products to the client, in which the seller persuades and helps the buyer decide to purchase. Personal sales represent two way communication between seller and buyer in order to effect the purchase by targeting long term relationships with retailers and consumers. Personal selling is rarely used as a single agent for promotion. Personal selling allows modification of the message as per the client, control over the audience and achieved delivery of information about consumer behavior and market trends.

 

Advertising Campaign from the corporate world:

 1. Nike: Just Do It.

Ad Campaign: Print, Television, Internet

Nike's product catered almost exclusively to marathon runners Then, a fitness craze emerged — and the folks in Nike's marketing department knew they needed to take advantage of it to surpass their main competitor, Reebok. And so, in the late 1980s, Nike created the "Just Do It." campaign. It was a hit. In 1988, Nike sales were at $800 million; by 1998, sales exceeded $9.2 billion. "Just Do It." was short and sweet yet encapsulated everything people felt when they were exercising — and people still feel that feeling today. Don't want to run five miles? Just Do It. Don't want walk up four flights of stairs? Just Do It. It's a slogan we can all relate to: the drive to push ourselves beyond our limits

 

2. Coke: Share a Coke

Ad Campaign: Print

 

The Share a Coke campaign began in Australia in 2011, when Coca-Cola personalized each bottle with the 150 most popular names in the country. Since then, the U.S. has followed suit, printing first names across the front of its bottles and cans in Coke's branded font. You can even order custom bottles on Coke's website to request things like nicknames and college logos. It was a breaking story across the marketing and advertising industry. Many consumers were enchanted by it, while others were confused by it why make a temporary item so personal? Pepsi even released counter-ads shortly after the campaign launched. Nonetheless, Coke received immediate attention for it.

 

 3.Apple: Get a Mac (2006)

Ad Campaign: Television

 

While there have been many great Apple campaigns, this one takes the cake. The video above is just one of a series of iterations of this campaign, and the Mac vs. PC debate ended up being one of the most successful campaigns ever for Apple. The company experienced 42% market share growth in its first year with its help. These commercials tell Mac's audience everything they need to know about the product without being overt and in a clever way.

 

 4. Google: Year in Search (2017)

Ad Campaign: Internet

 

This isn't the oldest or most well-known advertisement on our list, but it's become the most powerful over its nine-year (and still going) existence. So powerful and so true, you forget it's an advertisement. Year in Search began in 2009 as "Zeitgeist," a written report of the public's most common Google searches over the previous 12 months. The following year, Google adapted it for a three-minute video. Since then, it's been a bold, yearly reminder of how much we depend on Google for information on the news and events that give the entire world pause.