The
role of “Communication Mix”

Once it has been determined that a key problem or opportunity
for the brand involves its communication with consumers, it should not be
immediately concluded that more money needs to be spent on advertising.
Advertising is only one part of the communication mix: a firm can also
communicate with its consumers through the sales force, through publicity or
public relations, and through various consumers and trade promotions.

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Within this mix, advertising has various strengths and
weaknesses. Unlike the high cost of as sales call, which by some estimates now
exceeds. Advertising is a much cheaper way to reach target consumers, since it
uses mass media and, again unlike sales calls advertising can use complex
visual and emotional devices to increase the persuasiveness of the message.
However sales people can often communicate more complex information better than
advertising can, can tailor the nature of the message much more closely to the
message recipient, and are more likely to close the sale by getting an order.
Thus, direct marketing may be needed to target certain prospects with a more
customized message. Provide them with detailed information and induce them to
act.

Advertising is notorious for this inability to
actually get the sale: while the effects of advertising in increasing brand
awareness and favorable attitudes for the brand are easily documented effects
on sales are harder to find. It is thus often useful, after advertising creates
awareness of a brand to supplement advertising with sales promotions which are
often more effective in actually getting consumers to try the brand. Such sales
promotions may be especially required if research shows, during the situation analysis
that target consumers are aware of the brand and think it has the features they
are looking for but have not gotten around to trying it.

Finally advertising is also weak in another respect:
it is widely perceived as biased. Many consumers often do not trust advertising
and are skeptical about its claims. In such situations, it is often useful for
a marketer to try to communicate his message to consumers often do not trust
advertising and are skeptical about its claims. In such situations, it is often
useful for a marketer to try to communicate his message to consumers through
media that are perceived as more credible and unbiased, such as editorial
endorsements obtained through publicity and public relations (PR) campaigns.

An integral part of the advertising planning and
decision-making process is an assessment of the role that advertising is meant
to play as one part of a firms communication mix and as one part of the total
marketing mix. Once communication plan in which the different elements
complement each other in increasing the sales for the brand. Although this
paper deals mostly with advertising management, we cannot emphasize enough that
an advertising plan can only be developed in the context of a total marketing
and communications plan for the brand.

To help place advertising in the context of this total
communications mix, there is an important role of non-advertising elements such
as direct marketing, sales promotions and Public relations as we all know some
more specialized, action oriented types of advertising, then we will address
some of the conceptual, strategic, and tactical issues involved in integrating
all these elements.

 

Direct
Marketing

Direct marketing includes not just direct mail, but
also telemarketing and direct response advertising on TV and radio and other
media, in which the AD aims to generate an action response. Direct marketing
has two key advantages that differentiate it from regular, mass advertising
which its ability to target specific individual consumers and the other is the
ability to measure response directly

For example: the script used by a telemarketer can be
tailored to what is known about the person being called. The response can then
be entered into a computerized database so that the next marketing effort aimed
at this individual can be customized to whatever the direct marketer knows
about this specific individual