Marketing Communication Channels

Direct Response Advertising

• Direct mail is a common medium used in direct response advertising.

Advertising Methods

• Home TV Shopping advertisements demonstrate how a product is used, its features, and advantages.
• Telemarketing uses landlines as a massive network linking almost every home and business in the country.
• Electronic Mail is used to send messages over the internet, similar to sending letters through internet linkages.
• Internet Relay Chat (IRC) allows parties to talk electronically despite physical distance.
• Usenet is a group forum where members and interested parties share their knowledge.
• The World Wide Web is a collection of data that makes it accessible to search for information of interest.
• Corporate Home Pages are used to identify a company and its brand supporting the site.
• Virtual Malls are another way to post advertisements on the internet.

Measuring Website Traffic

• Hits refer to the number of times a specific component of a site is requested.
• Viewers refer to the number of people who visit a site.
• Unique Visitors refer to the number of different visitors to a site within a specified period of time.
• Clicks or Click-throughs refer to the number of visitors who click on a banner to retrieve more information.
• Impression or Page Views refer to the number of times viewers view a page.

Online Measuring

• Online measuring provides information regarding demographics, psychographics, location of web access, and buying habits.
• Recall and Retention determine whether viewers remember the ads they see and recall them using interviews.
• Non-response determines where consumers go once they have been exposed to an advertisement but decide not to click on it.
• Surveys research online and using traditional methods to determine everything from site usage to attitudes towards a site.

Marketing Goal and Effectiveness

• The prime indicator of effectiveness is the number of sales generated.
• Tracking provides information regarding site performance, including downtime and speed.
• Identify the marketing goal, which refers to the objective of the client for the product or service to advertise.
• Identify the money available, as the smaller the budget, the greater the need for resourcefulness.
• Identify the major characteristics of the target market, which determines the best media to use.

Advertising Strategies

• Identify the reach, frequency, or continuity of an advertisement, which refers to the total number of people whom the advertiser wants to deliver the advertising message.
• Identify the best timing for the advertisement, which may include sales promotional plans for the product.
• Identify special merchandising plans, which may include sales promotional plans for the product.
• Identify the best media combination, which is achieved after compliance with the preceding items.

Elements of Promotional Mix

• Sales Promotion contributes to the long-term development and reinforcement of brand identity and image.
• Sales Promotion Devices are used to accelerate or promote purchases and generate immediate sales and income for the firm.
• Consumer Sales Promotion is directed to ultimate consumers to increase product use and sales.
• Sampling is the actual offering of a free product trial to a consumer.
• Coupons are certificates that, when presented for redemption at a retail store, entitle the bearer to a stated saving on the purchase of a specific product.
• Price-off promotions are devices that offer consumers a certain amount of money off the regular price of a product.
• Premium is an item or merchandise offered at a relatively low cost as a bonus to purchases of a particular product.

Public Relations

• Publicity is the generation of information about a person, product, or service using the mass media of communication.
• Public Relations evaluates public attitudes, identifies the policies and procedures of an organization with the public interest.
• Building marketplace excitement before media advertising is an announcement of a new product to dramatize its introduction, to supplement introductory advertisement.
• Creating advertising news where there is no product news is where public relations can explore on product features, benefits, and advantages.
• Providing a value-added customer service is where public relations can establish a hotline to accommodate calls for various concerns.

Personal Selling

• Personal Selling is an activity that involves face-to-face communication between the buyer and the seller or the customer and the marketing organization's representative.
• Provider stage involves selling activities that are limited to accepting orders for suppliers' available offerings and delivering it to the buyer.
• Persuader stage attempts to encourage the target market to buy the supplier's offering.
• Prospector stage includes seeking out selected prospects who are qualified to become buyers with the presence of their needs, authority to decide, and capacity to buy.
• Problem solver stage obtains the participation of buyers in identifying their problems, translating these into needs, and presenting a solution from the supplier's offerings.

Event Marketing

• Event Marketing is an integrated marketing communications activity where a firm develops an actual support of an event with financial support in return for the right to display a brand name, logo, or advertising message and be identified as a sponsor.
• Event sponsorship is where a firm develops actual support of an event with financial support in return for the right to display a brand name, logo, or advertising message and be identified as a sponsor.