A modern organization manages a complex marketing communication system. What is, therefore, communicated should not be left to chance.
This is because any neglect in effective marketing communication will cause the loss of sales, reduces revenue as well as inadequate profits. We shall discuss here series of marketing communication channels that can increase sales, revenue and profits.
1. Marketing Relations
Every organization seeks to influence the attitudes, feelings and opinions of customers and non-customers, stakeholders, suppliers and its employees.
The organization should adopt techniques that will enhance positive marketing relations between it and its stakeholders. The organization can adopt any of the following methods to establish and sustain effective marketing relations.
2. New (Press) Release
A news release is written information used to draw attention to an organisation’s event, product or person affiliated to it. News release can be submitted to newspapers, magazines, television contacts, key customers or even the organizations’s employees.
3. Feature Articles
A feature article is a manuscript prepared for a specific purpose or target audience. Feature articles are prepared to focus on the economic impact of an aorganisation’s actions. In certain instances, they are used to respond to negative events or bad publicity about the organization.
4. Press Conferences
A press conference is a meeting with news media called to respond to or announce major events. Media personnel receive invitations to a specific location, with written materials, photographs, and exhibits and even physical products.
Lobbying is an attempt to influence government officials or legislators in promoting or defeating proposed legislation that can have effect on the operations or marketing activities of the organization.
6. Event Sponsorship
Corporate sponsorship of major events has become a very popular technique for organizations to establish and sustain their identity with the general public.
Sponsorship can range from local events such as Nestle (Milo) schools and colleges football festival or international events like Coca-Cola’s sponsorship of the World Cup’s events.
An advertisement is a paid form of non-personal communication about an organization, its products or its activities that is transmitted through a mass medium to a target audience.
Examples of major advertising media include newspapers, magazines, outdoor display, television, radio, direct mail, internet, car cards or directories.
8. Constructing an Effective Display Advertisement or Leaflet
The development of an effective advertisement copy or leaflet requires high level skills and managers and administrators will be expected to produce from marketing colleagues for informed and accurate copy.
The checklist below identifies key components of display advertisement and suggested tips for their design.
9. Visual/Graphic Images
When designing advertising copies, the illustrative material must be up to date and represent latest model or specification. One should note that many desk top publishing (DSP) software packages contain pre-drawn ‘clip art’ for instance.
The headline opens the door to the advertisement’s success. The headline’s prime function is to gain attention and prompt the reader to make the time to absorb the overall message.
Headline styles vary considerably according to their context. Good headlines convey the aim and thrust of the advertisement instantly. One should remember that he can top and tail advertisement and leaflets effectively with headlines and enlarge upon the message with statements.
One should keep in mind the used and the point size of the typrface selected. This is likely to have a usual impact and acceptance of the headline.
11. Composition and Structure of the Message
In display advertisement, brevity and concise expression need to be emphasized. While brevity is the watchword, one should be careful that the condensed points still convey the meanings intended.
Facts and figures should be refined to as essential minimum and that they should be checked to ensure that they are up-to-date and accurate.
12. Use of White Space
Given the cost of newspaper and magazine advertising, one may be tempted to get his/her money’s worth by cramming as much material into his/her display-space as possible.
The temptation should be avoided. It is always worth investing in an area of square centimeters large enough to provide an ample frame for the message and t lend visual impact to the design by surrounding the headlines, streamers and sections.
13. Action Statements and Follow-Up Instructions
The sender should be given the ‘shortest way home’. This is to say that one should compose enthusing action prompts. Print names, phone numbers and postal addresses boldly.
Include the pre-printed reply cut-outs for quick completion. The last technical note is that the advertising copy writer should vet and proof read the draft copy scrupulously. A reader can be detracted by spelling, punctuation and syntax errors.
14. Mass Media
The term ‘mass media’ refers to the mechanical devices that transmit messages and the devices that store the messages (television, cameras, radio microphone, printing press) as well as the institutions that use those devices to transmit messages.
15. Form of Mass Media
Most people are, on daily basis, exposed to one form of mass media or the other. People may choose from any of the various methods available. Some of the options available are discussed below. They are print and electronic media.
The existence of newspapers date back to 100BC with the introduction of Acta Divurna (action of the day) in Caesar’s Rome which was written on a tablet and posted on a wall after each meeting of the senate Newspapers are read worldwide on daily basis for the following reasons: to
- To get information about and interpretation of the public affairs.
- As the tools for daily living (for example advertising, radio and movie listing)
- For relaxation and escape
- For prestige
- For social contact
The existence of magazines dates back to the mid 1700s as a favourite for the British Elite. Since then, magazines have been circulated worldwide each focusing on a particular issue. Magazines flourish because advertisers value their homogenous audiences.
Magazines narrow their readership through special versions of the same issue targeted towards specific geographic areas or professions.
As an example, it would not be a surprise to see the West Africa Magazine having a special edition with special focus on Ghana Golden Jubilee celebration of independence.
What should be noted is that new forms of magazines are developing. These are webzines which are magazines on the World Wide Web.
Radio was the first electronic mass medium to be introduced. It was the first national broadcast medium. Radio produced the networks, programmes, genres and stars that made television an instant success.
It has served as an effective advertising medium because advertisers enjoy the specification of radio because it gives access to homogenous groups of listeners to whom products can be pitched. Radio is the listeners’ friend; it travels with them and talks to them personally.
Mechanical methods of television transmission were developed as early as 1884 by Paul Nipkow, but it was the electronic scanning developed by Zeorykin and Farnworth that moved the medium into its modern age.
New television technologies promise the greatest changes not only in the business of television but in the relationship between medium and audience.
Cable, for example, has avoided the network audience shared by providing numerous alternatives for viewers. The world is now gearing for the full roll out of digital television.
20. The Internet
The internet has become accessible to millions of non-institutional users. Its capabilities include e-mail, mailing list, Usenet and FTP (Transfer Protocol). But its fastest growing application is the World Wide Web (www).
The web’s popularity is fuelled by its ease of use. The growing number of people online has led to efforts to advertise on and sell via the Internet. The Internet transforms every user into a potential mass communicator making freedom of the press a reality for everyone.
21. Social Media
Social media such as Facebook, Twitter, Likedlin, Whatsapps, Pinterest, Snapchat, Telegram, YouTube, Instagram and so on has contributed immensely to the business booming and active communication of businesses and organizations.