The Marketing Communications Mix Essay

Words: 1714
Pages: 7
Open Document
The Marketing Communications Mix

A Consumer Service

I have chosen to investigate Vodafone and their marketing campaign of the new 3G service. With 3G you can send and receive larger pieces of information. Not just voice, text messages and pictures, but video and music too.
3G allows you to:

• Make video calls
• Send video messages
• Play the latest games
• Listen to full music tracks
• Watch TV on your phone To market this new service Vodafone are using various methods of communication. Firstly they have created a variety of television adverts which will be shown during commercial breaks of most top television channels. They will be put in commercial breaks of popular TV shows to maximise the audience, however it is …show more content…
Advertising through sponsorship is often seen as a gamble. As by associating a product/service with a certain sport/team/event means the company are relying on this sport/team/event to provide a good public image for them, so should this sport/team/event get bad press for some reason it could reflect on the company. However this also works the other way in that if the sport/team/event is successful this will reflect on the public image of the company associated with it. Exhibitions are a good way to promote your product or service, it gives the company the opportunity to speak to the target to ensure the right message it being put across. In Documentums case they can target their audience further by attending IT industry exhibitions. Attending exhibitions is a high cost, high effort activity for Documentum considering they're generally low quality leads, targeted at IT managers and below. However there is a sense that they must be seen to be there, generally for exposure and to keep up with competitors. Vodafone on the other hand have a vastly larger target audience as who doesn't own a mobile phone these days? It also provides a chance to see what the competition are up to as keeping a step ahead of your competitors is always important. It is important when attending an exhibition to stand out as you want as many people as possible to approach the stand. Another good idea is to provide free refreshments although
Show More

Related Documents: The Marketing Communications Mix Essay

Defining Marketing Essay

Defining Marketing Definition of Marketing According to Kotler (2000), the term marketing can be defined as being a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others. But as Cooke et al. (1992) state, definitions of marketing change as a result of environmental changes, or because our knowledge of the subject improves, or indeed through a combination of these two reasons.…

Words 3964 - Pages 16

Marketing Mix Essay examples

What is marketing? Putting the right product in the right place, at the right price, at the right time. It's simple! You just need to create a product that a particular group of people want, put it for sale at some place that those same people visit regularly, and price it at a level which matches the value they feel they get out of it; and do all that at a time they want to buy. Then you've got it made! There's a lot of truth in this idea. However, a lot of hard work needs to go into finding…

Words 2128 - Pages 9

Marketing Mix Essay

Running Head: MARKETING MIX Marketing Mix: Wal-Mart Marketing mix is important to business. Marketing mix was coined by Neil Borden, author of an article entitled “The Concept of the Marketing Mix. “ Marketing mix is utilized by marketing professionals. Marketing mix is important and often crucial in the determination of a product or brand’s offering. Marketing mix is synonymous with the Four Ps which are: price, product, promotion, and place. In recent…

Words 965 - Pages 4

Product And Service Marketing Mix

2.1.7 Marketing mix The concept of marketing mix divided into product and service marketing mix. The service marketing mix consists of Product, Price, Place, Promotion, People, Physical Evidence, and Process, simply called 7P’s. The product marketing mix consists of Product, Price, Place, and Promotion, simply called 4P’s (Hartono, 2010 ) Product is defined as anything that can be offered into a market for attention, use, or consumption that might satisfy a need (Armstrong & Kotler, 2006). According…

Words 1001 - Pages 5

Essay on 33020 A Communication Based Marketing M

Moriarty A Communication-Based iVIarketing iViodei for iVianaging Reiationships The authors propose a communication-based model of relationship marketing and discuss how communication (rather than persuasion) is the foundation of the "new" customer-focused marketing efforts. The authors trace recent parallel shifts in communication and marketing theory and show the intersections between communication and marketing. Although communication always has been a critical element in marketing, the authors…

Words 9955 - Pages 40

Notes - Marketing Essay

THE PROMOTION MIX DEFINITION: A Company’s total promotion mix or its marketing communication mix is the blend of promotional tools used for communicating customer value and build customer relationships. Consists of: 2. INTEGRATED MARKETING COMMUNICATIONS Copy Fig 12.1 The new Marketing Communications Model of today: A) Consumers are changing - New digital economy B) Marketing strategies are changing - Mass market is fragmented, customised C) Advances in communications technology…

Words 379 - Pages 2

Mktg 227 Review Slides Essay

•Membership •Reference –Aspirational •Opinion Leaders –Buzz marketing – Family •Many influencers – Roles and Status  Provide concise explanations/descriptions of:  Five key promotional tools Publicity Key Promotional Tools Internet & Online Marketing Personal Selling Direct Marketing Advertising Sales Promotion The Communications Mix Promotion Tools • • • • • Advertising Sales Promotion Public Relations Direct Marketing Personal Selling • Reaches large, geographically dispersed…

Words 543 - Pages 3

Essay on Belch3e Ch02

Chapter 2 Integrated marketing communication: how marketing communication evolved Copyright © 2014 McGraw-Hill Education (Australia) Pty Ltd Belch, Advertising: An Integrated Marketing Communication Perspective, 3e 2-1 Learning objectives 2.1 To review the concept of marketing, examining how both marketing and marketing communication have evolved. 2.2 To introduce and define the concept of integrated marketing communication (IMC). 2.3 To examine the reasons for the increasing importance of IMC…

Words 2672 - Pages 11

Londonair Marketing Plan

Institute of Business Administration & Management Assignment Kensington College of Business Report on Londonair Marketing Communications Plan to Mr. Ian Pirie Manager Director Subject: Marketing Management Professor: Neil Jones (KCB) Student Registration Number: 9876786 Date Issued: 18th March 2001 Hand in by: 6th May 2001 Kensington College of Business Wesley House, 4 Wild Court, Holborn, London, WC2B 4AU Phone: 020 7421 3683 Fax: 020 7404 6708 9876786 Table of Contents…

Words 3384 - Pages 14

Essay about Sandals Marketing Mix

Sandal Resorts International: Marketing Mix Darryl Dunham Kaplan University MT219: Marketing Dr. Kimberly Millier The purpose of this report is to analyze the four components of the marketing mix of the Sandals Resorts International brand. The Sandals brand’s product, pricing, placement and promotion marketing strategy will be discussed as well as whether they are doing a good, fair or poor job in these components. Sandals Resorts International is a collection of luxury all-inclusive vacation…

Words 951 - Pages 4