This article and we will talk about promoting communication.
What are the main means of promotion and communication ?
Advertising
E 'for excellence through the adoption of a pull strategy of communication.
The desired outcome of publicity should be the attainment of objectives or five different effects:
1. create or develop the global demand for the product category - with different situations depending on whether the need is very little or not at all heard;
2. create or maintain brand awareness (cognitive response) - On the recognition-reputation, reputation-memory, or both;
3. create or maintain a favorable attitude to brand (affective response) - using multiple communication strategies (emphasizing certain characteristics, technological superiority, linked to other needs, changing the perceptions of customers), you must help the consumer to buy;
4. boost purchase intent (affective response / behavior) - with different actions depending on whether or not the consumer is interested in buying;
5. facilitate the purchase - connected to the other levers of the marketing mix.
an effective message, conveyed by advertising, should be inspired to AIDA model, namely to be able to attract attention, maintain interest, stimulate desire, and cause consumers to action. When
made a flyer, an email, a press release, a showcase, always remember to apply the method to generate best effects AIDA.
as a vehicle advertising?
There are several media such as television, radio, newspapers, magazines, billboards, display, websites, etc..
To choose the best way it should be noted that each has strengths and weaknesses.
part of your launch plan must determine how to use the power of this particular lever to introduce the new product-service, in order to stimulate trial and then buy back (repeat).
Promotion The promotion is an activity that brings together a set of techniques and media, in order to raise the target in the birth or evolution of a purchasing behavior or consumption in the short or long term.
The various promotional techniques can be grouped into four major groups:
1. price reductions - offer the same product price lowest
2. sale with prizes and gifts - with a free offer for sale of small objects;
3. tests and samples - free distribution of samples or tasting test
4. games and contests - races that playful encourage the hope of winning.
Think about what combination of promotional formula is more suited to the type of product or service you intend to launch and estimated costs and benefits of each choice.
Public Relations and Propaganda
We shall now proceed to outline some aspects of public relations (PR).
Public relations do not speak of the product but aim to create or reinforce a positive attitude towards the company (corporate image), is a sweet statement, which must be determined in the long run and is essentially the attitude.
The PR differ from other forms of communication in three ways: 1
. the goal - not so much to sell but to support the company's image;
2. the target more diverse - not only customers but all stakeholders towards the company;
3. the means used - very diversified (company newsletter, press releases, sponsorship, patronage).
tools are used by PR distinguished in four categories:
1. information about the company - press releases on specific facts;
2. publications - both in print (newspapers business, catalogs, reports) and multimedia
3. events or events - events, contests, concerts, parties, exhibitions sponsored;
4. patronage - corporate participation in charitable causes, scientific, cultural.
In particular, a few more words on sponsorship and patronage .
are two special rules for corporate communication, their goal is to increase the reputation and image of the positive outcomes often associated with values \u200b\u200brelated to the event supported. The
sponsorship is a commercial transaction that involves a balance between rights (exploitation of the event by the sponsor) and duties (material and financial support of the event) and peak effect of amplification of the event by media. The
patronage has an overriding character rather selfless and generous. The
public relations can be effective with respect to the following:
· launch of new products (And that is what interests us here);
· creation and repositioning of interest against a product as mature ;
· awareness of specific target customer segments ;
· defense products attached public opinion;
· image building of the . The
propaganda differs from her sister instead of advertising, as it is a form of communication that promotes and communicates the product and the company in a more subtle way, with participation in cultural events, round tables, television, mailing-list, blog, etc., without the express purpose of carrying out a commercial speech. In
of New Product Marketing Plan therefore carefully studied the mix of promotional tools and communication.
can really engage the turbo to your Sales!
soon!
Antonio Ferrandina , Marketing Specialist
