Page 256 - DMGT408DMGT203_Marketing Management

Unit 11: Marketing Communication Tools (Promotion Mix)

Describe the functions and tools of public relations Notes
State the features of personal selling
Explain the tools used for direct marketing and online marketing

Introduction

This unit covers the communication tools in detail. The combination of communication tools
used by a company to promote its products and services represent its promotion mix. The major
tools included are advertising, sales promotion, personal selling, public relations, publicity,
direct marketing and online marketing.
When a company decides how to appropriately utilize the promotion mix to meet their marketing
objectives, it is essential to consider the relative strengths and weaknesses of each component of
the mix. Further, they must always define the total budget first and then decide upon the best
way to use the different tools of the mix to maximize the return on investment. They must
balance the various parts of the mix to not only create an integrated approach to their marketing
communications but they must also devote enough resources for each component to be successful.

11.1 Advertising

Marketing management must make four important decisions when developing an advertising
program:

1. Setting advertising objectives
2. Setting advertising budgets
3. Developing advertising strategy

(a) Message decisions
(b) Media decisions
4. Evaluating advertising campaigns

Figure 11.1: Major Decisions in Advertising

11.1.1 Setting the Advertising Objectives

Setting of objectives is the first step in developing an advertising program. These objectives
should be based on past decisions about the target market, positioning, and marketing mix,
which define the job that advertising must do in the total marketing program. An advertising

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