Advantages Of Marketing Communication Mix

2. Introduction

Defining an effective Marketing Communication Plan and Communication Mix through a well researched strategy will not only help to reach out to potential customers, but it will also help to adapt and respond to the ever changing marketing environment.

This report starts by examining the various promotional tools used by marketers in the marketing of their products and services, including the advantages and disadvantages of the tools.

The report goes on to examine the meaning of Integrated Marketing Communication (“IMC”) and the importance of measuring the effectiveness of the Promotional Campaign.

The Hotel Concept selected for this report is the new innovative hotel concept developed by YO founder Simon Woodroffe and YOTEL

Innovative Promotional Tools

Marketers make use of a variety of promotion tools to communicate with customers and other stakeholders. Also known as Marketing Communication Mix, it consists of “a specific blend of advertising, public relations, personal selling, sales promotion, and direct-marketing tools that the company uses to persuasively communicate customer value and build customer relationships” (Armstrong & Kotler 2008).

Figure: The Marketing Communications Mix: Advertising, Sales Promotion, Personal Selling, Public Relations, Direct Marketing
Source: Armstrong & Kotler, 2008.

The promotion tools of the Marketing Communication Mix are described below, together with the advantages and disadvantages of each component.

Advertising

Marketers whom need to reach large, geographically dispersed audiences, often with high frequency, use advertising to promote their business. The cost per exposure is low, although the overall costs are high. It builds brand image, and may stimulate short-term sales, but it’s a one-way communication with potential customers.

Personal Selling

Personal selling is very effective in building customer relations and helping the customer move from the knowledge and awareness stage to conviction and action. It’s relationship-oriented and the most expensive to use of the promotion

You can try to invites for media coverage and influence them through press releases, but the media could put a negative spin on the story.

Sales Promotion

Sales promotion makes use of a variety of tool, such as discount coupons, premiums, daily deals, contests etc. They attract attention, offer strong purchase incentives, and often boost sagging sales. They stimulate quick response, but they are short-lived and are not effective at building long-term brand preferences.

Direct Marketing

This is a highly personalized communication tool, which is addressed to a specific person through telephone marketing, emails, online media or mobile messages etc. It’s allows for customer interaction and is well suited for highly targeted marketing efforts.

A disadvantage is that most people regard direct marketing as junk mail as people associate the company using direct mails being of lower status and quality.

Online Marketing

Internet and powerful mobile technologies have rapidly increased company efforts to market their products and services and build customer relationships via websites, social media, e-commerce, mobile apps, online promotions etc. These are very powerful tools, especially to reach the younger generations of tech savvy