8.4 Marketing communications

What methods of marketing are you familiar with? E.g. TV advertisements...
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Slide 1: Carte mentale
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What methods of marketing are you familiar with? E.g. TV advertisements...

Slide 1 - Carte mentale

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

Slide 2 - Diapositive

Leaflets & flyers
+ Simple, easy and cheap to produce
+ Can be kept for future reference

- Often seen as junk mail
- Pollution caused by the litter

Slide 3 - Diapositive

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

Slide 4 - Diapositive

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

Slide 5 - Diapositive

Sponsorship
+ Association with another party can increase awareness


- Negative publicity can affect both parties
- High costs

Slide 6 - Diapositive

Newspapers
+ Can reach large numbers of people at the same time
+ Can be kept for future reference 


- Can be expensive
- Not everyone reads newspapers

Slide 7 - Diapositive

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

Slide 8 - Diapositive

Radio
+ Cheaper than television
+ Target audience depending on time & channel

- Only have sound
- Advert has to be remembered

Slide 9 - Diapositive

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

Slide 10 - Diapositive

Magazines
+ Targets a specialized audience


- Can be expensive

Slide 11 - Diapositive

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

Slide 12 - Diapositive

Word of Mouth
+ FREE, personal and honest feedback

- No control over what the customer says

Slide 13 - Diapositive

Announcements
+ Simple to arrange
+ Can target people in a give location

- Target market likely to be small
- Not everyone listens

Slide 14 - Diapositive

True or false:
The cost of sponsorship is often high
A
True
B
False

Slide 15 - Quiz

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

Slide 16 - Quiz

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

Slide 17 - Quiz

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

Slide 18 - Quiz

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

Slide 19 - Quiz

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

Slide 20 - Diapositive