Stages of choosing promotion channels in marketing:
Step 1: Analyze and evaluate the variety of media channels that can effectively convey information about the product.
A search is underway for a marketing communication channel that is capable of maximally covering the target audience, creating high-quality contact with potential clients, and also causing a high degree of involvement and readiness of consumers to perceive information about the product.
Step 2: Identify primary and secondary communication channels.
The choice depends on the student data package specific tasks set for the company. The priority of the channels under consideration is assessed: by coverage width (mass media), feedback speed and media at points of sale.
Communication channels
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Each type of communication performs specific tasks:
Traditional media channels (TV, radio and print media) are often used to increase brand awareness.
Direct communication channels are used to strengthen relationships with the audience and create brand loyalty: the Internet and social networks. Online advertising allows generating responses, having an image impact on consumers and expanding the brand's information space.
Promotions and special offers are often used to convert potential customers into actual buyers.
Step 3: Forming a list of channels that will be used in the future.
The number of channels selected depends on the marketing communications strategy. As a rule, it is most effective to use several channels in combination, since they complement each other and increase the overall result.
What does a marketing communications strategy consist of?
The use of marketing communications plays a key role in effective interaction with consumers. Let's consider several key components of this process:
Sender: This is the person who transmits information or a message to another party or group of people.
Coding: At this stage, the sender transforms his ideas, thoughts and emotions into symbols, which may include gestures, body language, signs and words.
Message: This is the result of encoding, which is a combination of signs and symbols that the sender transmits to the recipient.
Media: It is a channel for transmitting a message.
Decoding: Decoding is the process of transforming signs and symbols into meaningful thoughts or messages.
The recipient is the person to whom the sender addresses his message and the one who receives and perceives the information.
Response is the reaction shown by the recipient.
Feedback is the mechanism through which a receiver sends information back to the sender.
Noise - unwanted distortions can occur during the communication process and interfere with the correct understanding of the message by the recipient.
This model consists of the following elements:
sender;
message;
channel;
recipient.
Communication with the client
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There are three levels at which the model influences the audience:
Cognitive level – the consumer analyzes the information and decides how important and useful the product is for him.
Effective level – customers are loyal to the product and trust the message they receive.
Behavioral level – the messag