Mercadotecnia

Mixed Mkt Communication. November 11, 2007
Filed under: Class topic - citla @ 7:47 pm 
We begin by explaining the relationship between communication and marketing, and it will explain in detail each of the items that are immersed in this topic:  
Communication is: 
Make another part of what one is and has. 
Who do you communicate the company? 
Suppliers, intermediaries, consumers andpublic 
In short: TO ALL PEOPLE 
Communication process: 
Marketing and Communications 
Marketing is not only the development of a good product, price and put it on sale. Clients need to know the product before buying it and this is done through communication. 
The company also communicates although we did not have planned so do not leave anything to chance. 
 
Communication System (Also calledPromotion Mix) 
Use various tools to achieve goals and objectives of marketing communication: 
1. Advertising 
2. Personal Selling 
3. Sales Promotion 
4. Public Relations 
Advertising: Any paid form of nonpersonal presentation by an identified sponsor; includes: 
Forms printed broadcast, outdoor, other.

Sales Staff: The staff presentation is the strength of sales of the company in order tomake sales and build relationships with customers; By: sales presentations, trade shows, incentive programs for employees
Sales Promotion: Are short-term incentives to encourage the purchase or sale of a product or service. By: 

Exhibitors at the point of sale, prizes, discounts, coupons and demonstrations

Public Relations: The creation of positive relationships with various publics of thecompany, mediate obtaining favorable publicity, building a positive corporate image and management or disposal of rumors, stories and unfavorable events
STEPS TO DEVELOP EFFECTIVE COMMUNICATION 1
Step 1: Identify Target Audience
Step 2: Determine the communication objectives 
Buyer Readiness Stages: Awareness / agardo / preference / belief / purchase.
Step 3: Designing a message:
a)Content:
Called rational consumers are attracted by the value in the product they represent. Are closely linked with the needs of customers. These attract the audience itself: demonstrate product benefits such as economy, quality, value, performance, etc..
Emotional appeal: They try to promote positive or negative emotions that motivate the purchase. 
Feelings are used as: humor, love, joy, pride,fear, grief and shame to achieve a desired result.
Called moral: Direct the sense of hearing to what is right and proper to promote the desire to purchase or contribution. 
Used mostly by foundations, social aid institutions and government.  
b) Structure:
The effectiveness of a message depends on their structure as well as its contents. 
You can define three topics about this: 
Drawingconclusions 
The arguments unilateral or bilateral 
The order of presentation.
c) Format:
It is the way how the message is developed to reach the customer.
Step 4: Choose the media: personal communication channels (communication is direct. Voice to voice). Or not Canles personal communication (messages without contact or interaction with the audience consisting of newspapers, radio, television,billboards, posters and information mainly media that do not involve interaction with the public and audience)
Step 5: Choose the source of the message: The message is transmitted by a broadcaster or a famous source related to the topic is most successful.
Step 6: Obtain feedback.
Establishment of Integrated Mkt communication:
The company carefully integrates and coordinates diferntescommunication channels with the aim of obtaining a clear, consistent and convincing.

The mixture of total marketing communications company - also called its promotion mix - is the specific combination of tools of advertising, personal selling, sales promotion and public relations, the company uses to achieve its objectives of advertising and marketing . Here are the definitions of the five main tools of...