INTRODUCTION
The
several tools of Integrated Marketing Communication have in no small measure
contributed to the growth or development of transaction making as far as
exchanges of goods and services are concerned.
All or
almost all of these tools or better put mercenaries are augmented for the sake
of achieving a good marketability for both goods and services of several kinds.
These several modes of marketing however aim at achieving different purposes
but nonetheless, they meet at a cross point of their need which is persuasion
in order to spur or trigger the purchasing power of consumers, customers and
prospects.
While some
of these tools are hinged on inciting the audience to make a first trial of the
good or service, others take a step further to sustain the interests of these
audiences and make them get endeared to the product or service being
promoted.
1. ADVERTISING
ü According to Bidemi Osunbiyi, cited
in Noughton et al (1998:…) “Advertising is a controlled persuasive communication
paid for by identifiable sponsor(s), about products, services or ideas and
disseminated through the mass media to a target group”.
ü The Advertising Practitioners Council
of Nigeria cited in Noughton et al (1998:…) defined advertising as; “…a form of
communication through mass media about products, services or ideas; paid for by
an identified sponsor”
ü Wright et al (1974) defined it as “…
a powerful communication force and vital business tool. It interacts with
numerous marketing concerns including personal selling, product development,
branding, merchandising and research”.
ü According to Chris Doghudje cited in
Dare (2002:…), “Advertising is a marketing tool whose sole aim is to build
preference for advertised brand and service”.
ü American Marketing Association (AMA) cited
in Dare (2002:…) says it is; “any paid form of non-personal presentation and
promotion of ideas, goods and services by an identified sponsor for the purpose
of imparting information to the consumer…that is, a process of disseminating a
message through a paid, non-personal medium to a mass audience by an identified
sponsor”.
2. PUBLIC RELATIONS
ü Frank Jefkins defined PR as “all form
of planned communication, outwards and inwards between an organization and its
public for the purpose of mutual understanding”.
ü Cutlip and Center says PR is “the
planned effort to influence opinion through socially, responsible performance
based on mutually satisfactory 2-way communication.
ü The British Institute of PR sees the
practice as “…a deliberate, planned and sustained effort to establish and
maintain mutual understanding between an organization and its public”.
ü The World Assembly of Public
Relations practice defined PR in 1978 as “…the art and social science of
analyzing trends, predicting their consequences, counseling organizational
leaders and implementing planned programs of action which will serve both the
organization and public interest”.
ü According to Ifedayo Daramola (2003),
“Public relations are the totality of the human interactions, among the “ins”
and between the “ins” of an organization and the public which constitutes the
“outs” of such enterprise”.
3. PERSONAL SELLING
ü George and Michael (2004) defined
Personal selling as; “…a form of person-to-person communication in which a
seller attempts to assist and/or persuade prospective buyers to purchase the
company’s product or service or to act on an idea”.
ü According to Wasiu Tejuosho, Personal
Selling is the sponsored, persuasive, verbal and personal presentation of ideas
about products and services with the aim of building and holding affection of
the potential consumers on a particular brand(s) towards an effective demand.
ü The Marketing Association of Personal
Selling says it is; “…the personal and inter-personal process of persuading a prospective
customer to buy a commodity, a service or to act favorably upon an idea that
has commercial significance to the seller”.
ü Kotler (2003:564):"Personal Selling: face to face interaction with one or more perspective purchasers for the purpose of making presentations, answering questions, and procuring orders".
ü According to Jobber (2004:462) ‘personal selling is the marketing task that involves face-to-face contact with a customer. Personal selling permits a direct interaction between buyer and seller. This two-way communication means that the seller can identify the specific needs and problem of the buyer and tailor the sales presentation in the light of this knowledge’.
4. DIRECT MARKETING
ü Peter Bennett defined direct
marketing as; “…the total of activities by which the seller, in effecting the
exchange of goods and services with the buyer, directs efforts to a target
audience using one or more media (direct selling, direct mail, telemarketing,
direct-action advertising, catalogue selling, cable TV selling, etc.) for the
purpose of soliciting a response by phone, mail or personal visit from a
prospect or customer”.
ü Wikipedia defined it as; “a
channel-agnostic form of advertising that allows businesses and non-profits to
communicate straight to the customer, with advertising techniques such as
mobile messaging, e-mail, interactive consumer websites, online display ads,
fliers, catalog distribution, promotional letters and outdoor advertising.
ü Online About.com defined Direct
Marketing as “a type of advertising campaign that seeks to elicit an action
(such as an order, a visit to a store or website, or requests for further
information) from a selected group of consumers in response to a communication
from the marketer”.
ü According to QFinance, an online
professional finance resource, Direct Marketing is a method for trying to sell
directly to consumers. The use of direct forms of advertising to elicit
inquiries or sales from potential customers directly to producers or service
providers. Direct response marketing aims to bypass intermediaries such as
retailers or wholesalers.
ü Laura
Lake,
an online author defined the concept as that of; “…sending a promotional
message directly to consumers, rather than via a mass medium. It includes
methods such as direct mail and telemarketing”.
5. EVENT MARKETING
ü Event Marketing is a promotional
strategy linking a company to a special event (sponsorship of sports
competition, festivals, etc.) to support corporate objectives. Often used as a
synonym for sponsorship.
ü Event Marketing can also be described
as an activity of designing or developing a themed activity, occasion, display,
or exhibition ( such as; sporting events, music festivals, fairs or concerts)
to promote a product cause or an organization.
ü Events Marketing may encompass
corporate hospitality activities, business or charity functions or sporting
occasions. The planning, marketing and managing of the function on the day are
sometimes entirely outsourced to companies specializing in event management.
ü Events Marketing is a way of creating
an environmental attraction to publicise a product and the marketer can give
away free samples and special promotional materials while developing a positive
image for the product.
ü Cambridge
dictionary described it as; “the job of advertising products by selling or
providing them at events in order to gain new customers”.
6. MERCHANDISING
ü Wikipedia defines it as the methods,
practices and operations used to promote and sustain certain categories of
commercial activities.
ü Barbara Farfan posited that
merchandising is; “…any practice which contributes to the sale of products to a
retail consumer”.
ü Macmillan online dictionary defined
it as; “the business of arranging and showing products in shops in a way that
makes people want to buy them”.
ü .net definitions described it as;
“…the marketing of a product including sales promotion, advertising and the
likes. It could also be defined as the exchange of goods for an agreed sum of
money”.
ü Online Business dictionary says it if
the activity of promoting the sale of goods at retail.
REFERENCES;
Ø Armstrong G., Kotler P. (2000). Marketing:
An Introduction. (5th ed.) New
Jersey : Prentice Hall.
Ø Barton Weitz et al., Selling (Burr Ridge, II: Irwin, 1995), p.6
Ø Belch, George and Belch, Michael
(2004). Advertising and Promotion-an Integrated Marketing Communications
Perspective (Sixth Edition). New York ;
McGraw Hill.
Ø C. Noughton et al (1998).
Introduction to Advertising. Lagos ; Daily Times
of Nigeria .
Ø Daramola, Ifedayo (2003).
Introduction to Mass Communication (Second Edition). Lagos ; Rothan press Limited.
Ø en.wikipedia.org/wiki/Direct_Marketing
Ø Jobber D. (2004). Principles and
Practice of Marketing. (4th ed.) UK : McGraw Hill.
Ø Odufowokan, Dare .A. (2002). A Dare
and Read Handbook on Advertising. Lagos ;
Axewood Productions Ltd.
thank you. this has been very helpful
ReplyDeleterachael balogun
mass communication
caleb university