MARKETING TOOLS TANU BHARGAVA ASST.

PROFESSOR AMITY SCHOOL OF COMMUNICATION Marketing Communication It is the means by which firms attempt to inform, persuade and remind consumers- directly or indirectly about the products or services they offer/sell. Marketing communication is the voice of the company and its brands. They helps in establishing dialogue and build relationships with consumers. Marketing communication tell or show the consumers as to why and how product is used, by what kind of person, and where and when. It helps in contributing to brand equity- by establishing brand in memory and creating brand image- and drive sales and affect shareholders value. 1. ADVERTISING Any paid form of non-personal presentation and promotion of ideas, goods. Or services by an identified sponsor. The characteristics include: Pervasiveness- Advertising permits the seller to repeat a message many times. Facilitates buyer to receive and compare it with competitors. Creates a positive image about the sellers size, power and success. Helps build long term image. Amplified expressiveness- Helps in dramatizing the company and its products through the artful use of print, sound and color

Impersonality- The audience does not feel obligated to pay attention or respond to advertising.

Increased expectation- Consumers feel that the product advertised denotes good value
APPLE MACINTOSH ADVERTISEMENT 1984

An American television advertisement made to introduce the Apple Macintosh personal computer for the first time. Conceived by Steve Hayden, Brent Thomas and Lee Clow at TBWA\Chait\Day(American division of TBWA Worldwide), produced by New York production company Fairbank Films, and directed by Ridley Scott. Was first telecasted on January 22, 1984 during Super Bowl XVIII It is modified in 2004, with the heroine listening to and ipod. 2. SALES PROMOTION A variety of short-term incentives to encourage trial or purchase of a product or service Companies use sale promotion tools like coupons, contests, premiums, to draw stronger and quicker brand response. This also helps in attaining a boost in declining sales. The major three characteristics are:

Communication- They gain attention and may lead the consumer to the product.

Incentive- They incorporate some concession, inducement, or contribution that gives value to the consumer.

Invitation- It includes a distinct invitation to engage in the transaction now.

Drawing on the success of Star Wars movies, Kellogs carried out a Sales Promotion targeting families, The event coincided with the release of the final Starwars movie- Revenge of the Sith They used a 30 second TV ad linking their own characters with Star Wars.

30 million promotional packs were released with free Light sabers or a chance to win a Light Saber signed by the actor Chrisopher Lee or one of 500 runners-up prizes of a Hasbro electric Lightsaber. The promotion, which cost nearly GB 250,000 ran across both cereal brands and some cereal bars. The advertising for the product reached 65% of its target market and led to Kellogs share of the ready to eat cereal market for families rise from its usual 40-45% to 53% An extra 859,000 households purchased at least one of the Star Wars brands during the promotion.

3. EVENTS & EXPERIENCES Company-sponsored activities and programs designed to create daily or special brand related interactions. Easy reach with brand building as well as selling products. The major characteristics are:

Relevant- Well chosen event can be highly relevant as the consumer gets personally involved.

Involving Given their live, real-time quality, events and experiences are more engaging to consumers.

Implicit- Events are an indirect soft sell

BEN & JERRYs RANDOM ACT OF CONE-NESS- 2006

TBA Global Events created a campaign that reflected its client's cone values. For the Random Acts of Cone-ness campaign, Woodland Hills, Calif.-based TBA helped Ben & Jerry's introduce its new waffle cone with a three-city sampling program. In Chicago, New York and San Francisco, Cone Samaritans distributed 50,000 full-size samples per market and generated nationwide media coverage in the bargain. Ice cream-maker Ben & Jerry's is famed for its socially responsible operations and its lighthearted marketing, two messages TBA keyed on in the campaign. For example, the Cone Samaritans not only handed out cones in busy downtown cone zones but also distributed the treats at firehouses, police stations and children's hospitals. And while some consumers were lucky enough to be handed a cone, others had to work to win it, either by showing their prowess with Hula Hoops or by riding a branded scooter.

Even such a straightforward campaign brought challenges. The summer's record heat required TBA to maneuver a total of nine 24-foot freezer trucks through congested downtown streets. Also, the campaign included a Cone-O-Gram option, which enabled consumers to have a cone delivered to a friend or co-worker within city limits. 4. PUBLIC RELATIONS & PUBLICITY A variety of programs designed to promote or protect a companys image or its individual products. The basic idea is to change consumers misconception about the company and its offering. The idea is to boost the brand sales by building strong goodwill. The appeal to PR and Publicity is based on the following qualities:

High Credibility- News stories and features are more authentic and credible to readers than ads.

Ability to catch buyers off guard- Public relations can reach prospects who prefer to avoid salespeople and advertisements.

Dramatization- Public relations has the potential for

dramatization a company or product. 5. DIRECT MARKETING INTERACTIVE MARKETING Direct Marketing- Use of mail, telephone, fax, e-mail, or Internet to communicate directly with or solicit response or dialogue from specific customers and prospects. Interactive Marketing- Online activities and programs designed to engage customers or prospects and directly or indirectly raise awareness, improve image, or elicit sales of products or services. They both share the common features:

Customization- The messages can be prepared to appeal to the addressed individual.

Up-to-date A message can be prepared very quickly.

Interactive- The message can be changed depending on persons response.

6. WORD-of- MOUTH MARKETING People-to-people oral, written, or electronic communications that relate to the merits or experiences of purchasing or using products or services. The major characteristics are: Credible- Because people trust others they know and respect, WOM can be highly influential. Personal- WOM can be very intimate dialogue that reflect personal facts, opinions and experiences. Timely- It occurs when people want it to and when they are most interested and it follows meaningful events and experiences. 7. PERSONAL SELLING Face-to face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders. Most affective tool at the later stages of buying process. Helps in building buyer preference, conviction, and action. The main characteristics are: Personal Interaction- it creates an immediate and interactive episode between two or more persons. So, each party can observe the others reaction. Cultivation- Builds- up relationship ranging from matter-of-facts selling relationship to deep personal trust and loyalty. Response- The buyer may feel under some obligation for having listened to the sales talk.

Mary Kay

Mary Kay Cosmetics, relies primarily on personal selling which takes place in independent interactions or at Mary Kay parties where sellers and buyers meet. While Mary Kay products are available online for purchase, customers buy products through thousands of independent consultants nationwide because Mary Kay products are not available in retail stores. This example introduces customers to new beauty products and the concept of a personal seller who is in direct contact with the customers (and goes through the sales process, beginning with prospecting and ending by closing and doing a follow-up). These beauty consultants represent the company to consumers, acting as salespeople to share information with consumers about various products and also listening to their opinions to find the best fit for the consumers needs and wants
Factors in setting Marketing communication Mix
Type of Product Market- Communication- mix allocations vary between consumer and business market. Consumer market tend to spend more on sales promotion and advertising whereas business market spend more on personal selling as it is more convincing, expensive and for risky goods and in markets with fewer and larger sellers. Buyer-Readiness Stage- Communication tools vary in cost-effectiveness at different stages of buyer readiness. Advertising and publicity helps in awareness building stage. Consumers conviction is influenced by personal selling.

Cont.
Product Life-Cycle Stage- Communication tools vary in cost-effectiveness at different stages of the product life cycle. In introduction stage, advertising, events and experiences, publicity followed by personal selling, sales promotion and direct marketing to induce trial. In growth stage, WOM is useful. In maturity stage, advertising, events, experiences and personal selling are important. In decline stage, sales promotion grows strong and other communication tools are reduced, salespeople give the product minimal attention.

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