2. MARKETING AND
COMMUNICATION STRATEGY
• Marketing communications are messages and related media used to
communicate with a market.
• The marketing mix consists of 7 P’s : Product, Price, Promotion, Place, Process
and Physical Evidence.
• A strategy used by company’s or individuals to reach their target markets
through various types of communications.
3. KEY OBJECTIVES
• To inform your target audience about your brand
• To persuade them to use your product or services
• To remind them through various marketing channels about your product and
services called brand recalling value.
4. MARKETING COMMUNICATION
MIX
• What does the marketing communication mix consists of:
Public
Relations
Direct Sales
Direct
Sales
Advertising Promotion
5. ADVERTISING
1. The most prominent element of the communication mix
2. Includes all messages a business pays to deliver through a medium to
reach a specific target audience.
3. AIDA of Advertising: Attention, Interest, Desire and Action.
• Attention – You must first grab the attention of viewers, through visual or text
campaigns, these are just a few examples.
• Interest – Establish a need in the mind of the consumer
• Desire – What is in it for them, generates desire
• Action – Call to action, will be further explained.
6. APPLICATION OF KEY ELEMENTS
• You can use social media at the initial of your campaign to inform your
target audience about the brand, like post on Instagram and Facebook,
can be of help in order to inform that a new brand has launched
• You can use TVC’s and Radio campaigns to persuade them to use your
product and services, as both these mediums use visual and audio.
• In order to remind or for the recalling value: Transit media will be the best
choice, as it has the most lasting life, and hence can help in recalling value.
• In the end for a call to action again social media, can be used. With a call
to action link.
