A modern organization manages a complex marketing communication system. What is, therefore, communicated should not be left to chance.
This is because any neglect of effective marketing communication will cause the loss of sales, reduced revenue as well and inadequate profits. We shall discuss here a series of marketing communication channels that can increase sales, revenue, and profits.
1. Marketing Relations
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Every organization seeks to influence the attitudes, feelings, and opinions of customers and non-customers, stakeholders, suppliers, and 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 organization’s event, product, or person affiliated with it. The news release can be submitted to newspapers, magazines, television contacts, key customers, or even the organization’s employees.
3. Feature Articles
A feature article is prepared to focus on the economic impact of an organization’s actions. In certain instances, they are used to respond to negative events or bad publicity about the organization.
4. Press Conferences
Media personnel receive invitations to a specific location, with written materials, photographs, exhibits, and even physical products.
5. Lobbying
Lobbying is an attempt to influence government officials or legislators in promoting or defeating proposed legislation that can affect 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 festivals or international events like Coca-Cola’s sponsorship of the World Cup’s events.
7. Advertisement
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 displays, 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 informed and accurate copy.
The checklist below identifies key components of display advertisements and suggested tips for their design.
9. Visual/Graphic Images
When designing advertising copies, the illustrative material must be up to date and represent the latest model or specification. One should note that many desktop publishing (DSP) software packages contain pre-drawn ‘clip art’ for instance.
10. Headline
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 advertisements and leaflets effectively with headlines and enlarge the message with statements. One should keep in mind the user and the point size of the typeface selected.
11. Composition and Structure of the Message
In display advertisements, brevity and concise expression need to be emphasized.
Facts and figures should be refined to an essential minimum and 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 enthusiastic 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 copywriter should vet and proofread the draft copy scrupulously.
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, daily, exposed to one form of mass media or the other. People may choose from any of the various methods available. They are print and electronic media.
Print media
16. Newspapers
The existence of newspapers dates back to 100 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 daily for the following reasons: to
- As the tools for daily living (for example advertising, radio, and, movie listing)
- For relaxation and escape
- For prestige
- For social contact
17. Magazines
The existence of magazines dates back to the mid-1700s as a favorite for the British Elite. Magazines narrow their readership through special versions of the same issue targeted toward 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 a special focus on Ghana’s Golden Jubilee celebration of independence. What should be noted is that new forms of magazines are developing. These are webzines that are magazines on the World Wide Web.
Electronic Media
18. Radio
Radio was the first electronic mass medium to be introduced. It was the first national broadcast medium. Radio produced the networks, programs, genres, and stars that made television an instant success.
It has served as an effective advertising medium because advertisers enjoy the specification of radio. After all, it gives access to homogenous groups of listeners to whom products can be pitched.
19. Television
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.
Cable, for example, has avoided the network audience shared by providing numerous alternatives for viewers. The world is now gearing up for the full roll-out of digital television.
20. The Internet
Its capabilities include e-mail, mailing list, Usenet, and FTP (Transfer Protocol). But its fastest-growing application is the World Wide Web (www).
The growing number of people online has led to efforts to advertise 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, Linkedin, WhatsApp, Pinterest, Snapchat, Telegram, YouTube, Instagram, and so on have contributed immensely to the business booming and active communication of businesses and organizations.
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