Thursday, December 26, 2019

The Role of Advertising in Marketing Communications

THE ROLE OF ADVERTISING IN MARKETING COMMUNICATIONS Marketing communications: Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers – directly or indirectly – about the products and brands that they sell. In a sense, marketing communications represent the â€Å"voice† of the brand and are a means by which it can establish a dialogue and build relationships with consumers. Marketing communications perform several functions for consumers. Consumers can be told or shown how or why a product is used, by what kind of person, and where and when; consumers can learn about who makes the product and what the company and brand stand for; and they can be given an incentive or reward for trial or usage.†¦show more content†¦The advantages of events and experiences are as follows: Relevant: A well chosen event or experience can be seen as highly relevant as the consumer gets personally involved. Involving: Given their live, real – time quality, consumers can find events and experiences more actively engaging. Implicit: Events are more of an indirect â€Å"soft - sell† 4. PUBLIC RELATIONS AND PUBLICITY – A variety of programs designed to promote or protect a company’s image or its individual products. Marketers tend to under use public relations, yet a well thought out program coordinated with other communications mix elements can be extremely effective. The advantages of public relations are as follows: 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 sales people and advertisements. Dramatization: Public relations have the potential for dramatizing a company or a product. 5. 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. The advantages of direct marketing are as follows: Selective audience: There is no spill – over effect or duplication of media exposure. The marketer can use specific targeting strategies. Measuring results: This is the biggest advantage it has over massShow MoreRelatedMarketing Communications: Ability to Change Awareness, Opinions and Attitudes1492 Words   |  6 PagesMarketing Communications, such as advertising, can inform, persuade, remind, reassure and ultimately differentiate one product from the next. Marketing Communications, or MarComs, can change levels of awareness, opinions and attitudes. MarComs can even change behaviour such as buying behaviour whether trial purchases, full purchases or repurchases culminating in brand loyalty. 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