Tema 9: Decisiones sobre Comunicación

Tema 9: Decisiones sobre Comunicación

• Naturaleza y Fines de la Comunicación en Marketing: Product quality alone isn't enough to attract new customers; products need promotion to introduce them and their benefits to the market. Promotion is fundamentally communication—information transfer from seller to buyer regarding the product or company. The goal is to stimulate demand through personal or impersonal means.

• Proceso de Comunicación Comercial: Communication is a continuous process where elements are harmonized for effectiveness. Key components include:

  • Emisor/Fuente: The person or entity initiating the communication. Credibility is crucial.
  • Mensaje: The core idea to be conveyed; it can be direct (e.g., salesperson details product quality) or indirect (e.g., symbolic representations in advertising). Structure, style, and form matter.
  • Medio: The communication channel; it's either personal (direct contact) or impersonal (mass media). Personal channels can be controllable (salespeople) or uncontrollable (social influencers). Impersonal channels can also be controllable (advertisements) or uncontrollable (happenstance).
  • Receptor/Destinatario: The recipient of the message; factors like group size (number of receivers), interest levels, and persuasibility affect choices surrounding both message and channel.

• Técnicas de Comunicación Comercial: Businesses use a mixture of techniques to reach their target market. Key techniques include:

  • Publicidad (Advertising): A paid form of non-personal communication conveyed through mass media. Styles include image-building, promotional, and interactive ads; institutional ads are also used to cultivate a brand identity. Objectives, target audience, budget, and creative strategy are part of planning.
  • Promoción de Ventas: Short-term activities designed to stimulate demand for products directly through intermediaries, salespeople, or consumers. Instruments (tools, techniques, instruments) may include contests, rebates, discounts, samples, or demonstrations.
  • Relaciones Públicas: Activities designed to cultivate a favorable image for the business and its products. It includes public relations, sponsorships, and publicity.
  • Venta Personal: Direct communication between a buyer and a seller; it's personalized and offers immediate responses to feedback. Activities include providing services and information collection, building rapport, and demonstrating product capabilities.
  • Marketing Directo: Targeting specific customer segments via direct mail, email, telephone, or internet. Tools include catalogs, brochures, and promotional offers.

Estrategias de Comunicación

• Estrategias de comunicación frente a los distribuidores:
  • Presión (Push): Communicating and promoting directly to distributors and retailers to encourage stocking, recommending, and selling products.
  • Aspiración (Pull): Creating strong consumer demand that pulls the product through the sales channels, pressuring retailers to stock it.