Theories in the marketing communication framework

Theories in the selling dialogue frameworkAccording to Kotler (2003, p.563) A way of looking for at the whole selling summons from the view appoint of customer Fundamentally, marketing communicating is the essential serve up to convey the message between corporations and consumers which is to make the target earshot trust the brand and marketer Burnett (1993). It has the diametric methods to reach the hearing but the main aim is to build the medium which foot in nominate and behave the consumers. Also, marketing communication is the method to establish the invisible dealinghip between firm and customers. To ensure the audience correctly received the message is primary step. By victimization marketing communication, consumers fecal matter understand around firms, wargons and brands (Kotler and Keller, 2006). One fact which take to be noned is that the difference between denote, marketing communication and advance. It has been claimed that advertise is part of marke ting mix which is wider and complex than advertising. However, it is hard to distinguish the slight difference between. at that placefore, they mean the alike(p) meaning in this report. Traditionally, there ar several cistrons in the marketing communication which includes advertising, gross revenue forwarding, admirership, usual relations, direct marketing, and personal selling (Pickton and Broderick, 2005). hitherto though there has been divided into several elements to distinguish the difference. There is chill out some(a) room which is overlapped. Hence, it shows the importance of integrated marketing communication. Moreover, it has been claimed that there are some tools which too can be in the marketing communication mix such(prenominal) as packaging, word of mouth, point of gross revenue, E-marketing and exhibitions. It has been stated that there are two categories, namely, above the line and below the line. Above-the-line include advertising which needs to pay the s pace for promotion such as TV commercial, radio or in the rawspaper and magazine publisher of press. Below the line consist of sales promotion and public relations (Smith and Taylor, 2004). The main reason to prefer integrated marketing mix is that the message and information can extensively reach the target audience by all passs as well as to a greater extent suitable and progenyive methods to progress to marketing communication objectives. By multi-channels promotion, it emergence the awareness of brand and comprehend the message. After this, the leverage follow out could be conceiveed happen by consumers Patrick et al., 2004, Smith and Taylor, 2004) Hence, each marketing communication mix element has the crabby function to promote the brand in marketing campaigns. Nowadays, TV commercial, sponsorship, sales promotion are popular and essential marketing communication tools to be use in beer promotion campaign. Also, it has been found that spoken communication of mouth p lay the major(ip) role to influence the some beer customer. These marketing communication mix elements volition the discussed as below.In beer promotion campaign,AdvertisingAdvertising is the primary element in the marketing communication mix. It is common to find that majority of audiences consider advertising equal to promotion. According to Kotler and Keller (2006) Any paid form of non-personal presentation and promotion of idea, goods or services by an identified sponsor. It is a general definition of advertising but shows the key point of characteristic which are the promotion for product or service by a sponsor. It has too been admitted that advertising is suitable to build the long term brand image and fabricate the initial awareness. It is controversial issue to distinguish which element is the some powerful one in the marketing mix. However, it still needs to be admitted that advertising take the majority part of promotion budget in the campaign regularly as well as wi dely reach the mass target audience. Furthermore, TV advertising would is arranged the some money because it tolls more than other categories like press or radio. In other run-in, although advertising takes most spend of promotion, it is still the low cost for each social unit person (Kotler and Arm unassailable, 2006). Therefore, from firms perspective, advertising seems to be the economical methods to reach most consumers (Pickton and Broderick, 2005). Moreover, advertising can play the major role to supplement the rest of tools which efficiently enhance the awareness of campaign and increase sales. For example, it is evidential that most sales promotion messages are conveyed by advertising to reach most audiences. In addition, public relations pillowcase such as event sponsorship needs the advertising support to announce the information which also can enhance the awareness (Burnett, 1992). However, there are some limitations of advertising which have been argued. Firstly, it is hard to climb up that audience would purchase the products after receiving the commercial message. In other words, the sequenced process needs to be present more evidences. (Pickton and Broderick, 2005). Also, there are several vital cause which can influence the buying such as reasonable price, convenient location and select product (Burnett, 1992). Therefore, advertising can be the influential facts to brand awareness and attitude. Even the direct effect for stimulating purchasing needs to be considered the relationship, it still can be the functional tools in marketing communications.SponsorshipSponsorship is in the sub-category of public relations which is to build a relationship and corporation image (Kotler and Armstrong, 2006). The definition of sponsorship is that the firms invest the money or in kind to expect the potential revenue to bring home the bacon the marketing objectives (Meenaghan, 1991 Berrett, 1993). In recent years, sponsorship has been popular and divi ded from public relations to be an independent tool in the marketing communication mix which show that the use of sponsorship is increase and more different types of sponsorship are developing (Pickton and Broderick, 2005). Although most of firms keep a limited budget for sponsorship, in some sponsored activities the cost is still a great deal of money such as Carling sponsor as a title to Carling cup. Moreover, the world cup and Olympic both are the popular event which have attracted many aggressive sponsor to invest in it. It has been claimed that sport, arts, education and broadcast are the most popular categories for sponsorship (Smith and Taylor, 2004). It has been claimed that audiences can be aware of the sponsor brand and evoke the brand in the purchasing occasion which increase the brand recall and add the brand into the considered brand portfolio. The brand awareness would be higher than advertising promotion and get more involvement. Moreover, sponsor would evaluate the a pplicability of event which can be expected to convey the positive emotion and attitude to audiences. Therefore, sponsor expects to link the positive to their brand. In the sport, audiences also can be persuaded with the sport stars endorsement which can enhance the purchasing possibility (De Pelsmacker et al, 2004). It can be concluded that perfect sponsorship could to increase the positive attitude to sponsor and sponsored activities both. However, there are some potential risks of sponsorship which need to be noted. For example, the negative facts influence the sponsored entities which impact the sponsors directly or indirectly. It often happens in sport sponsorship like the sponsored teams or players do not play well in the match. It can be found that Carling and Guinness sponsor the different sport league not particular teams or player that would be a considered sponsorship strategies. In addition, overlapped sponsorship shows the extreme commercial image which could make audie nces ignore the message (Pickton and Broderick, 2005). Hence, even sponsorship cost generally would be lower than advertising, it still need to be consider punctiliously. Ensuring the sponsored objective will be achieved and can be suitable to marketing communication objective. Also, budget and hard-hittingness measurement have to be planned in the process. After these, to integrate sponsorship into other communication mix element will beef up the promotion campaign effectiveness (De Pelsmacker et al, 2004).Sales PromotionSale promotion is a short-term promotion to stimulate the consumer buying behaviour (Kotler and Armstrong, 2006). The function of sales promotion is not similar with other elements which to increase the long term relationship with consumers. It focuses to increase the sales immediately. There are two ways to achieve the sales. One of these is to encourage the current customers purchasing more products or another one is to attract the new customers attention to pu rchase. Therefore, it can be concluded that the features of sales promotion is to use simulative offers encourage the customers buy product in the limited time. Also, the measurement of sales promotion is easier to conduct than other communication mix tools (De Pelsmacker et al, 2004). many a(prenominal) tools can be used in the sales promotion such as couponing, sampling, premiums, contest and money-off. Those of instruments are planned to be used in different categories of products. Also, there are some particular sales promotion tools for trade like point -of tail materials and merchandising. One fact which it needs to note is that sales promotion would be often implemented with advertising which can enhance the effectiveness of campaign. By using sales promotion information in advertising, it would be effective to encourage from awareness to purchase (Pickton and Broderick, 2005). Even though sales promotion has been admitted to increase short-term sales influentially, the long -term effect to the brand and sales also needs to be considered. It has been stated that consumers would be used to the price reduce and disregard the quality of products. Moreover, sales promotion would offer a reference price in their mind which makes them more handsome to the price. Therefore, sales promotion would need more striking price promotion to attract the consumer in the future tense (De Pelsmacker et al, 2004). In beer industry, sales promotion is often used to compete with other brewers in special issue like world cup or Xmas. There also has some regular sales promotion which tried to be incentive for consumers. In recession, sales promotion are increasingly important to the do sale and integrate more communication mix elements to boost the sales. Hence, it can be expected that more sales promotion would be emphasized in the future.Words of mouthWord of mouths is a strong medium for marketing communication. It is difficult to contend with friends recommendation by advertising or other communication mix elements. Also, it has been claimed that consumers are more likely to change their brand preference by advice than promotion mix. Thus, by people communication, experience, reputation and recommendation can be conveyed and believed effectively. Moreover, mass media has been claimed that it is not efficient to reach the surround audience. Words of mouth can be the tool to break the barrier (Smith and Taylor, 2004). With the development of internet, the communication channel is convenient and the information is overload. The experience and feeling can be spread extremely fast which is not like other communication mix elements that could not be measured and control simply by promoters (Berrett, 1993). Even it is complicated to control words of mouth and ensure the content of communication to the brands or products, the stately communication mix campaign could be the topic to be discussed and increase the positive attitude (Smith and Taylor, 2004 ). Therefore, words of mouth would be the most influential and uncontrollable part of marketing communication mix.Hierarchy of effect modelsOne of the prime theories in the marketing communication framework is hierarchy of effect model which logically explains the sequential tasks of marketing message influence. On other words, it affects the consumers awareness to purchase serve which is assumed that the relation back step would ideally push through to next process. First process is cognitive part which authority consumers have received the message and like to awareness. Second process is affective part that shows the attitude and response to the promotion messages have been generate in the step. The final process is behaviour part which is the actual purchase to the promoted brand (De Pelsmacker et al, 2004). According to these three main processes, many different models have been created and AIDA is one of the models and often to be referred.AIDAAIDA model is the fundamental theory in the hierarchy of effect model. It was created by Elmo Lewis who claimed that the influential process of marketing communication can be divided into four steps Awareness, Interest, Desire and Action. It used to be used for sales training. However, it has been the most influential theory to explain marketing communication work nowadays. The model is explained that the process how to shift consumers from the beginning of unawareness to perceived the message and shows the reaction to action (Pickton and Broderick, 2005). Firstly, awareness is that the audiences have detect and been aware of the promotion. Then, the audiences understand and believe the messages as well as feel interested to the advertising or brands. Following this, the message arouse consumer desire to look for this advertised product or brand. Finally, consumers do the action to purchase. In addition, it has been claimed that each marketing communication mix element can be influential to particular step in AI DA model. Firstly, Advertising and public are suitable to build awareness to make consumers crawl in the brand as well as feel interested for the product. However, advertising are not effective to increase the immediate purchase.Meenaghan, T. (1991) The role of sponsorship in the marketing communications mix, International Journal of Advertising, 10 (1) pp.35-47Berrett, T (1993) The sponsorship of amateur sport-government, national sport organization and corporate perspectives, Society and leisure, 16(2), 323 346.De Pelsmacker et al, (2004) Marketing Communications A European Perspective, 2nd ed. Essex Pearson Prentice Hall.