There are many aspects of a marketing communications plan, but not all will work effectively for each brand. Following on from this blog post, analysis' will be made with regards to the various elements that make up a marketing communications mix in correspondence to Mavo and how well these will potentially work for the brand.
The elements which are now to be considered are as follows:
- Advertising
- P.R
- Personal Selling
- Direct Marketing
- Sales Promotion
- Sponsorship
- Social Media
There are two types of communications, as defined by Dahlen et al (2010) which are:
Non-personal communications: a one way communication strategy which is aimed at building brand image or creating brand awareness. This is done through the use of TV advertising, magazines and billboards etc.
Personal communications: aimed at managing sales, service and a/the consumer's brand experience, which would require feedback or a response from consumers. This can be achieved by face-face selling, telemarketing, email, mail and social media.
Following on from these two types of communication, research into hybridisation of communications is now to be elaborated on with thanks to "Press Releases As A Hybrid Genre: Addressing The Informative/Promotional Conundrum (Catenaccio, 2008).
Hybrid-communications: is the type of communication which integrates contemporary media with traditional elements within communications. The idea of hybrid-ly communicating to consumers derives from the idea that both informative information alongside promotional activity should be used as a way to inform as well as sell.
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