8.4 Marketing communications

• Economie & Ondernemen
• Middelbare school
• havo
• Leerjaar 3

What methods of marketing are you familiar with? E.g. TV advertisements...

8.4 Marketing communications

Advertising can be informative or persuasive.

An enterprise will use a variety of methods to ensure both potential and exsisting customers are aware of tis products to encourage them to buy

Leaflets & flyers

+ Simple, easy and cheap to produce

+ Can be kept for future reference

- Often seen as junk mail

- Pollution caused by the litter

Posters & Billboards

+ Good visual impact

+ Can be seen numerous times

+ Can target people in a given location

- Easy to miss - in seconds

- No detailed information

- Easily damaged

Online communication & Social media

+ Two way conversation with customers

+ Assessed in most countries - larger potential audience

+ Easy to update & maintain

- Internet access

- Easy to ignore/block out

- Easy to miss - large number of sites

Sponsorship

+ Association with another party can increase awareness

- Negative publicity can affect both parties

- High costs

Newspapers

+ Can reach large numbers of people at the same time

+ Can be kept for future reference 

- Can be expensive

- Not everyone reads newspapers

Television

+ Can reach large numbers of people

+ Target audience depending on time & channel

+ Uses colour, sound & motion

- Can be expensive

- Cannot change message easily

- Easy to skip/ignore by skipping channel

Radio

+ Cheaper than television

+ Target audience depending on time & channel

- Only have sound

- Advert has to be remembered

Cinema

+ Uses sound, colour & motion

+ Targeted customers depending on the film

- Target market likely to be small

- Many people will only see the advert once

- High cost

Magazines

+ Targets a specialized audience

- Can be expensive

Newsletters

+ Can be used to provide updates

+Can be posted to individuals/collected

- May be unwilling to provide details

-Target market may not read the newsletter

-Time & cost - produced on a regualr basis

Word of Mouth

+ FREE, personal and honest feedback

- No control over what the customer says

Announcements

+ Simple to arrange

+ Can target people in a give location

- Target market likely to be small

- Not everyone listens

True or false:
The cost of sponsorship is often high

1. True
2. False

True or false:
Enterprises have control over word of mouth marketing

1. True
2. False

True or false:
The use of colour, sound and motion helps TV advertisements get remembered

1. True
2. False

True or false:
Leaflets and flyers are often cheap to create

1. True
2. False

True or false:
Online communication is the best for reaching an elderly target market

1. True
2. False

Independent learning/homework

• Complete the workbook tasks for 8.4 (marketing communications)
• Learn for next weeks SO - Unit 8