THE ROLE OF ADVERTISING IN MARKETING COMMUNICATIONS
Marketing communications:
Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers – directly or indirectly – about the products and brands that they sell. In a sense, marketing communications represent the “voice” of the brand and are a means by which it can establish a dialogue and build relationships with consumers.
Marketing communications perform several functions for consumers. Consumers can be told or shown how or why a product is used, by what kind of person, and where and when; consumers can learn about who makes the product and what the company and brand stand for; and they can be given an incentive or reward for trial or usage.
The disadvantages of direct marketing are as follows:
Inadequate data base of consumers: This is the most serious limitation for any direct marketing effort.
Limited electronic system of payment: In the US the credit card number is used as a means of making payment for any directly marketed product. There is no need for verifying the signatures of credit card holders. Telemarketing and TV home shopping channels are popular methods because of this system of payment.
Reluctant customers: Most consumers are suspicious of manufacturers because of a history of deception and shoddy products. They would rather inspect the goods before buying them.
6. PERSONAL SELLING – Face – to – face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders. Personal selling is the most effective tool at later stages of the buying process, particularly in building up buyer preference, conviction, and action. The advantages of personal selling are as follows:
Personal interaction: Personal selling involves an immediate and interactive relationship between two or more persons. Each party is able to observe the other’s reaction.
Cultivation: Personal selling permits all kinds of relationships to spring up, ranging from a matter – of – fact selling relationship to a deep personal friendship.
Response: Personal selling makes