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Marketing Communications are the ways by which companies try to familiarise, influence and remind customers either directly or indirectly concerning the offerings their sell. Marketing Communications enable firms to connect their brands to different people, places, events, brands, experiences, feelings and things. The Marketing Communication mix consists of the following main modes of communication:
(1) Advertising
(2) Sales Promotion
(3) Events and Experiences
(4) Public Relations
(5) Online and Social Media Marketing
(6) Direct Marketing
(7) Mobile Marketing.
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• IN-FILM ADVERTISING - MANOLO BLAHNIK IN SEX AND THE CITY:
Carrie Bradshaw's obsession with Manolo Blahnik's shoes was supported by a Spanish designer to establish a household name. The shoes have been highlighted precisely 16 times in 94 episodes along with a pair of Manolos that were custom-designed for the film making a star appearance in the movie 'The Sex and the City. The prop was used by Carrie's lover to propose to her in place of a diamond ring. Such product placements are indeed obvious ones and are used by a lot of relevant companies to advertise your product.
• OUTDOOR ADVERTISING:"LIGHTBULB" BY ABBOTT MEAD VICKERS BBDO FOR THE ECONOMIST: The unique billboard lit up every time someone walked under it. Their advertising technique actively included people as they were a crucial part of the message.
"NOSE HAIR TRIMMER" PANASONIC: Ad agency by Saatchi and Saatchi Indonesia. When ads incorporate the environment around it can be a smart strategy. MORAL: Be imaginative, creative and go beyond the format's dimension and let common elements like electric poles and wires, in this case, interact with the ad.
"CHANGE" BY KOLESTON NATURALS: Agency - Leo Burnett. Artistic use of negative space. MORAL: The use of negative space in a creative manner can help the brand breakthrough general advertising jumble.
"STRONG TAPE" BY PENLINE STATIONERY: Agency - Euro RSCG. The product market has a practical function for the ad like tape, paint, paper, metal, frames, inks and it is a sample of quality.
NETFLIX IS A JOKE: The ad was pretty straightforward and was compelled to Trigger a lot of Netflix fans, as a result, got the attention it was targeting for. As a clever twist to the plot, Netflix was the only one to put that up efficiently making use of reverse psychology.
• SALES PROMOTION: Sales Promotion are types of short-term considerations given to customers to promote trial or purchase of the offering including consumer promotion (such as samples, coupon and premium) business promotion (such as publicity and display allowances) and business and sales team promotions (competitions for sales representative).
Many companies sponsor projects and activities, specially curated to generate brand-related interactions with customers. These events or experiences could include sports, arts, entertainment, etc.
FIFA WORLD CUP: The German Multinational sports Merchandise and apparel brand, Adidas has garnered the title of 'the longest-running sponsor or partner of an international sports organisation'. FIFA and Adidas have known to have a relationship that dates back to nearly 50 years. Adidas has been providing the official match ball for all that FIFA World Cup games since 1970. Coca-Cola has also been in association with FIFA since 1974 and an official sponsor of the FIFA World Cup that began in 1978. The association has now been extended until 2032 to cover all significant football events.
Communication is basic to the survival and existence of humans. It is the same when it comes to an organisation. Communication is the process on which based on which an organisation survives. People in an organisation reach an understanding by creating and sharing ideas, facts, views, information, feelings, etc. with the help of communication.
ELEMENTS IN THE COMMUNICATION PROCESS:
(1) Representing major parties involved i.e. the Sender and the Receiver.
(2) Representing important Tools of Communication i.e. the Message and the Medium.
(3) Representing primary communication function i.e Encoding, Decoding, Response and Feedback.
(4) Noise is the last element that represents the irregular and accidental messages that interrupt the intended communication.
COMMUNICATION PROCESS FLOW:
• First, the sender comes up with an idea to pitch and send.
• Then the sender encrypts the message to be sent based on their idea.
• The sender chooses the channel of communication that would be used to send the message.
• The message is passed on through the selected channel of communication.
• The receiver receives the message.
• The receiver decrypts the message received.
• And, then the receiver responds with the appropriate feedback when necessary.
