The communications mix is a combination of different communications /promotional channels that is used to communicate a promotional message. This will involve a suitable selection from the range of tools that are available for use as part of the communications mix/promotional mix. The communications mix/promotional mix tools include:
The communication/promotion mix is summarised in Figure 10.2:
Figure 10.2: The Comunication/promotion mix
Effectiveness of methods
Also, the advances in communications technologies have led to more person-to-person contacts – meaning, this has placed a heavy focus on establishing a trusting relationship with the consumer. Hence, the type of communications tools (in this case, the Internet) being favoured by organisations will witness a seismic shift – e.g. Internet marketing is bound to become much more important in this century.
Schultz and Schultz (1998) theorise that marketing as a process has gone through two distinct phases in the past 40 years of so.
The first phase was dominated by manufacturers (production orientation essentially) who were able to dominate markets, or at least to have the strongest influence on them. The second phase was the turn of the retailers, who because they are the closest to the market, decide which products are offered to consumers, and which are not. The third phase is brought about by the growing use of IT by consumers themselves – this means the consumer will dominate the market. This is because the consumer is being empowered – information is freely available and consumers can source any product from any corner of the globe, and therefore they need not be obliged to any selling organisation.
The communication/promotion mix is summarised in Figure 10.2:
Figure 10.2: The Comunication/promotion mix
- Advertising - becomes less effective over time
- Sales promotion - gives added incentive for buyer action
- Publicity - more effective at awareness stage
- Personal selling - more effective when a more personal relationship is needed
- Direct marketing – also a personalised approach. Bird (1993) describes: “Direct marketing is not a mass-medium; it communicates with consumers as individuals, rather than as a group of segments”
- Internet marketing – a 24/7 availability that crosses borders, besides the fact that this medium is extremely popular in usage.
Also, the advances in communications technologies have led to more person-to-person contacts – meaning, this has placed a heavy focus on establishing a trusting relationship with the consumer. Hence, the type of communications tools (in this case, the Internet) being favoured by organisations will witness a seismic shift – e.g. Internet marketing is bound to become much more important in this century.
Schultz and Schultz (1998) theorise that marketing as a process has gone through two distinct phases in the past 40 years of so.
The first phase was dominated by manufacturers (production orientation essentially) who were able to dominate markets, or at least to have the strongest influence on them. The second phase was the turn of the retailers, who because they are the closest to the market, decide which products are offered to consumers, and which are not. The third phase is brought about by the growing use of IT by consumers themselves – this means the consumer will dominate the market. This is because the consumer is being empowered – information is freely available and consumers can source any product from any corner of the globe, and therefore they need not be obliged to any selling organisation.
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