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  • Marketing Communications: Friend or Foe To Business Growth?

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    Eunice Aciro
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    Marketing communications can either help or hinder business growth. It discusses integrated marketing communications (IMC), which uses a single, clear message delivered through different channels like advertising, public relations, promotion, and direct marketing to different customer groups. IMC aims to increase brand awareness, retain customers, build relationships, and influence attitudes in a unified, differentiated, and relationship-centered way using customer databases and direct responses. Effective marketing communications can build a competitive edge by clearly labeling products, communicating primary benefits to differentiate brands, and using compelling, current messages through different media to suggest brand strength. Examples are provided.

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    Marketing Communications

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    Marketing communications can either help or hinder business growth. It discusses integrated marketing communications (IMC), which uses a single, clear message delivered through different channels like advertising, public relations, promotion, and direct marketing to different customer groups. IMC aims to increase brand awareness, retain customers, build relationships, and influence attitudes in a unified, differentiated, and relationship-centered way using customer databases and direct responses. Effective marketing communications can build a competitive edge by clearly labeling products, communicating primary benefits to differentiate brands, and using compelling, current messages through different media to suggest brand strength. Examples are provided.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
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    Download as pptx, pdf, or txt
    18 views16 pages

    Marketing Communications: Friend or Foe To Business Growth?

    Uploaded by

    Eunice Aciro
    Marketing communications can either help or hinder business growth. It discusses integrated marketing communications (IMC), which uses a single, clear message delivered through different channels like advertising, public relations, promotion, and direct marketing to different customer groups. IMC aims to increase brand awareness, retain customers, build relationships, and influence attitudes in a unified, differentiated, and relationship-centered way using customer databases and direct responses. Effective marketing communications can build a competitive edge by clearly labeling products, communicating primary benefits to differentiate brands, and using compelling, current messages through different media to suggest brand strength. Examples are provided.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 16

    Marketing Communications

    Friend or Foe to business growth?

    Prepared by: Jackie Namara Rukare, MCIM

    What is Marketing Communication?


    Advertising

    Public Relations

    Promotion

    Personal selling

    Direct Marketing

    Under attack?

    Integrated Marketing Communications (IMC)


    Single, clear message Mass market Different/multiple messages to Different customer groups

    Unified

    Differentiated

    Relationship

    Database centered Behavioral responses through direct marketing

    Retention Long term

    IMC Unified

    IMC Differentiated / Multiple messages

    IMC - Relationship

    IMC Direct Marketing

    1,600 1,400 1,200 1,000 800 600 400 200 0

    What is the role of marketing communications?


    Increasing awareness Retaining the current customer base Cementing relationships with customers and suppliers Causing the target audience to change their attitude or perception, feelings or intentions towards the brand. Increasing the response to an offer (because of what the communication is doing). Increasing the potential customers emotion relationship with the brand.
    Awareness Knowledg e Preference Conviction Action

    Building a competitive edge

    Clearly label the product so that your customer knows what it does. It does exactly what is says on the tin. Use your value proposition in your marketing communications to clearly communicate your primary benefit/advantage It is the benefit, not the product that they are buying.

    Building a competitive edge

    Make sure that the message in your ad clearly differentiates your product/brand from your competition (so your customer can choose the one that best meets their needs).

    Use your media strategy to keep this message compelling, current and in your target audiences mind. Use the frequency of the message to suggest brand strength and brand success .

    Example Motozela, Moto Moto


    Her life changed after winning a car

    Example DSTv PVR decoder


    Control freaks
    Your 2 Tuner PVR allows you to do some amazing things, like record 150 hours of standard TV or 50 hours of HD TV, view and record simultaneously.

    Example UMEME
    I hate Umeme

    Conclusion
    Work

    towards positive contribution to business growth

    Minimize

    / eliminate the detractions

    Thank you

    Jackie Namara Rukare namarajc2@yahoo.com

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