Page 276 - DMGT408DMGT203_Marketing Management

Unit 11: Marketing Communication Tools (Promotion Mix)

The key to UPS online success lies in its ability to make its online social channels a center Notes
for discussing business-changing possibilities instead of logistic failures. This may prove
to be a bit of a challenge considering the negative nature of the first customer post on the
new Facebook page but it does give UPS the opportunity to directly respond to individual
complaints through its social channels.
What makes this campaign intriguing, however, is its focus on B2B communications. UPS,
after all, wants to connect primarily with a grassroots community of small business owners
or anyone who handles logistics issues within an organization.
Source: socialmediainfluence.com
Take the example of Skoda India, which has built a community of 2,000 persons through social
media. The car maker’s entry into the social media started after a female client posted a comment
about its alleged slow customer service, which was picked up by another person and posted on
a social networking site. This person was contacted by the company to reach out to the aggrieved
Skoda customer. The customer’s grievance was solved, who then went on to praise the company’s
effort in engaging its customers, on the social networking site. This was a few months ago and
the company formed a page on the site, and now boasts of 2,000 followers.

Self Assessment

State whether the following statements are true or false:

18. Online marketing is a cost effective tool of promotion.
19. The online promotions are always valid and accurate.
20. Twitter is a social networking site.

11.7 Summary

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.
The advertisement works in the consumers mind in a Response Hierarchy Model. It is
assumed that the buyer, after being exposed to the advertisement, passes through a
cognitive, effective and behavioural state in that order.
Advertising Strategy consists of two elements and companies are realising the benefits of
planning these two elements jointly.
The advertising program should regularly evaluate both the communication effects and
the sales effects of advertising regularly. This reveals whether or not an ad is communicating
well.

Public relations is used to promote products, places, ideas, personalities, activities,
organizations, and even nations. Despite its potential strengths, a public relations often is
described as a marketing stepchild because of its limited and desultory use.

Direct marketing is an interactive system of marketing which uses one or more advertising
media to affect a measurable response and/or transaction at any location.

Online marketing is seen in many forms and as the medium matures, the variety would
increase. Present day advertising on the Internet can be classified as ad banners, websites,
ad buttons, sponsorships, interstitials, and classified ads.

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