Search results for: Marketing Communication Mix
Marriott marketing communication mix consists of communication channels to communicate the marketing message to the target customer segment. These channels are print and media advertising, sales promotions, events and experiences, public relations and direct marketing. Marriott Print and Media Advertising Print advertising Marriott International’s print advertising campaigns typically appear in high-end magazines and newspapers, such as Condé Nast Traveler, Travel + Leisure, The New York Times, and The Wall Street Journal. These ads often feature stunning photography of hotels and resorts from Marriott portfolio brands, as well as aspirational messages about the travel experience. For example, a recent Marriott print ad for the St. Regis Bora Bora Resort featured a photo of a couple swimming in a crystal-clear lagoon, with the headline “Where dreams come true.” The ad also highlighted the resort’s luxurious accommodations, world-class dining, and exclusive amenities. Media advertising Marriott International also invests in media advertising, such as television and radio commercials. These ads are typically more general in nature than print ads, and they focus on Marriott’s core brand values, such as comfort, convenience, and quality. For example, a recent Marriott television commercial featured a group of friends travelling to different cities around the world. The ad showed the friends staying at different Marriott hotels, and it emphasized the fact that Marriott offers a variety of accommodations to suit every budget and travel style. Omnichannel approach Marriott International takes an omnichannel approach to its print and media advertising. Specifically, the company uses a variety of different channels to reach its target audience, and it integrates its advertising campaigns across all channels. For example, a Marriott print ad might include a QR code that allows consumers to learn more about the hotel or resort featured in the ad. The QR code might also allow…
Netflix marketing communication mix comprises communication channels to communicate the marketing message to the target customer segment. These channels are print and media advertising, sales promotions, events and experiences, public relations and direct marketing. Netflix Print and Media Advertising Netflix uses print and media advertising extensively as one of the main pillars of its marketing strategy. Specifically, the streaming service uses TV, radio, magazines, newspapers, as well as, billboards and posters to spread its marketing message. Netflix print and media ads are usually captivating and some of them are widely discussed in the media in general and social media in particular expanding the brand coverage with no extra cost for the streaming service. For example, to promote its Altered Carbon series in 2018, the streaming service placed a naked mannequin that appeared to be breathing at the bus stop on Santa Monica Boulevard in Crescent Heights in West Hollywood. The on-demand media provider also benefits from celebrity endorsement in terms of increasing the level of brand awareness internationally. The most famous Netflix endorses include Barack Obama and Michelle Obama, Ryan Reynolds, Jennifer Aniston, Reese Witherspoon, Shonda Rhimes and others. Netflix Sales Promotions Netflix uses the following sales promotion techniques: – Money off coupons. The entertainment services provider partners with a variety of companies to provide special promotional offers. Customers can redeem promo codes on Netflix website and start using its services for a specific period of time – Seasonal sales promotions. The streaming service regularly offers promotions on festive seasons and holidays such as Black Friday, Cyber Monday, Valentine’s Day, Mother’s Day and Father’s Day. Netflix Inc. Report contains a full analysis of Netflix marketing communication mix and Netflix marketing strategy in general. The report illustrates the application of the major analytical strategic frameworks in business studies such as SWOT,…
Apple marketing communication mix explains the company’s stance towards individual elements of the marketing communication mix such as print and media advertising, sales promotions, events and experiences, public relations, direct marketing and personal selling. The main aim behind Apple marketing communications mix is to communicate the marketing message of the brand to the target customer segment through elements listed above. Apple is effective in using elements of the marketing communication mix in an integrated manner to ensure the consistency of the marketing message. Apple Print and Media Advertising Since its foundation more than 40 years ago Apple has been using print and media advertising extensively to promote the brand in general and new products in particular. Some of the ads by the tech giant have become truly iconic raising the bar for advertisement globally. The following is the list of the most memorable print and media advertising campaigns launched by Apple: “1984” campaign directed by Ridley Scott and first shown during 1984 Super Bowl is widely considered as one of the most successful marketing campaigns of all times “The Quadra Revolution” is 1991 campaign that was a successful attempt by the tech giant to further itself ahead of the competition at the beginning of the digital age of 90s “Misunderstood”, a Christmas ad of 2013 won Emmy Award for the year’s most “Outstanding Commercial.” “40 Years in 40 Seconds” is a viral video that chronicles 40 years of the company in 40 seconds “Meu Bloco na Rua” (2017) is the latest ad released in Brazil for the Rio Carnival, highlighting the iPhone 7 Plus’ new portrait photography mode Apple also uses celebrity endorsements in print and media advertising extensively. In the past Apple’s ‘Think Different’ print and media advertising materials featured the images of innovators and pioneers in different areas…
Nvidia marketing communication mix includes the use of various communication channels to transmit the marketing message to the target customer segment. These channels are print and media advertising, sales promotions, events and experiences, public relations and direct marketing. Nvidia Print and Media Advertising Nvidia uses print and media as an effective advertising platform systematically. Specifically, the multinational technology company runs advertising campaigns on TV and radio channels, as well as magazines and newspapers popular with their target customer segment. Additionally, Nvidia places large billboards in crowded area in large metropolitan cities. The software and fables company also uses viral marketing extensively on popular social media platforms such as Twitter, LinkedIn, and YouTube. Nvidia also uses product placement strategy by Nvidia include a science fiction movie “Blade Runner 2049” released in 2017 and Steven Spielberg film “Ready Player One” released in 2018. Nvidia Sales Promotions Nvidia uses various sales promotions techniques regularly to increase its revenues. Specifically, the multinational technology company uses the following sales promotions techniques: – Seasonal sales promotions. Nvidia uses seasonal sales promotions to boost its revenues during holidays and festive seasons. Additionally, the company runs promotions during major industry events such as the Consumer Electronics Show or the Game Developers Conference. – Money off coupons. Nvidia does not offer money off coupons to end-users directly, but its distributors use this particular sales promotions technique regularly. – Free gifts. The company offers free gifts occasionally as part of its marketing strategy. For example, in 2023 Nvidia offered Marvel’s Midnight Suns Captain Marvel’sMedieval Marvel Suit free of charge to users of graphics cards GeForce GTX 10 and above. Nvidia Corporation Report contains a full analysis of Nvidia marketing communication mix and Nvidia marketing strategy in general. The report illustrates the application of the major analytical strategic…
WeWork marketing communication mix comprises communication channels to communicate the marketing message to the target customer segment. These channels are print and media advertising, sales promotions, events and experiences, public relations and direct marketing. WeWork Print and Media Advertising The global flexible workspace provider uses print and media advertising extensively. The company uses TV, radio, magazines, newspapers, billboards and posters to convey their markeing message to potential customers. Specifically, WeWork print and media advertisements aim to encourage entrepreneurs and business owners to re-image their workspace to be a flexible and creatively designed to make the work process a highly rewarding experience. Recently, WeWork India started a brand campaign, ‘Great Inspires Great’, launching a series of three product films featuring their core products ‘On-demand’, ‘Managed Office’, and ‘Space as a Service’[1]. WeWork Sales Promotions Sales promotions can be defined as a marketing strategy where a company uses short-term campaigns to spark interest and create demand for a product, service or other offers. We work is not famous for using various forms of sales promotions techniques. The global flexible workspace provider occasionally offers free gifts as a sales promotion strategy. For example, in 2020 WeWork offered one month trial gift for new All Access subscription members. The global flexible workspace provider does not use seasonal sales promotions, discount vouchers, money off coupons, competitions, discount vouchers, loyalty program sales promotions methods. This is due to nature of products and services the company offers. WeWork Inc. Report contains a full analysis of WeWork marketing communication mix and WeWork marketing strategy in general. The report illustrates the application of the major analytical strategic frameworks in business studies such as SWOT, PESTEL, Porter’s Five Forces, Value Chain analysis, Ansoff Matrix and McKinsey 7S Model on WeWork. Moreover, the report contains analyses of WeWork leadership,…
Defined as a “dialogue between business unit and its present and potential customers that takes place during pre-selling, selling and post-selling stages”[1], marketing communication mix, or promotion mix is considered to be a fundamental aspect of business marketing initiatives. Kotler and Keller (2009)[2] divided marketing communication mix into the following six categories: advertising, sales promotion, events and experiences, public relations and publicity, direct selling and personal selling. 1. Advertising is “a paid non-personal communication about an organisation and its products transmitted to a target audience”[3]. The following are important platforms of print and media advertising: TV Radio Magazines Newspapers Billboards & posters Viral marketing Celebrity endorsement Product placement 2. Sales Promotions is a marketing strategy which involves using temporary campaign or offer to increase interest and demand on products and services. The following are popular sales promotion techniques: Seasonal sales promotions. Businesses may reduce the prices of certain items during holidays and festive seasons such as Christmas holidays. Money off coupons. Customers receive coupons by mail, in store or they cut coupons our of magazines or product packaging to purchase the product next time for lower price. Purchase of a product allows the customer to participate in a game to win a price. Discount vouchers. A voucher that can be used to purchase a product at a reduced price. Free gifts. Customers get an item for free if they purchase a product. Point of sale materials. Use of posters, display stands and other promotional tools to present the product to customers within the shop. Loyalty cards. Possibility for customers to earn points for buying specific products or buying from specific sellers. Accumulated points can be exchanged for goods or other offers. For example, Tesco Clubcard, Sainsbury’s Nectar etc. 3. Events and experiences, as a marketing mix component relate to a…
Starbucks marketing communication mix consists of communication channels to communicate the marketing message to the target customer segment. The most popular channels discussed below are print and media advertising, sales promotions, events and experiences, public relations and direct marketing. Starbucks Print and Media Advertising Starbucks advertising expenses totalled USD305.1 million, USD258.8 million and USD245.7 million in fiscal 2021, 2020 and 2019, respectively.[1] Print and media advertising represents the core of Starbucks marketing strategy and advertisements attempt to associate Starbucks brand with the superior quality and pleasing experience. Accordingly, messages communicated by Starbucks to the target customer segment via print and media advertising include the following: “Beware of Cheater Coffee. It Comes with a Price” “If Your Coffee Isn’t Perfect, We’ll Make It Over. If It’s Still Not Perfect Make Sure You Are in a Starbucks” “Starbucks or Nothing. Because Compromise Leaves Really Bad Aftertaste” Starbuck began to use social media and viral marketing much earlier than the majority of its competitors with the positive implications on the volume of its sales. Starbucks large social media campaign was launched back in 2009, when US-based customers were offered a free pastry via social media if they purchased a drink before 10:30 am. The marketing initiative announced via social media attracted about one million customers.[2] Noteworthy social media marketing campaigns launched by Starbucks include tweet @tweetacoffee, Blonde Roast, Pumpkin Latte, #TreatReceipt and others. Moreover, social media is adapted by Starbucks as an effective communication channel with customers to develop new products taking into account customer preferences and opinions. The global coffeehouse chain also uses celebrity endorsement as part of its print and media advertising extensively. The list of celebrities who promoted Starbucks include, but not limited to Taylor Swift, Ariana Grande, Rocky Lynch, Jamie Grace, Idina Menzel and Michael Bubble. Starbucks Sales…
IKEA marketing communication mix integrates the application of individual marketing communication channels such as print and media advertising, sales promotions, events and experiences, public relations and direct marketing. The extent and patterns of usage of these marketing communication channels by the furniture retailer is discussed below. IKEA Print and Media Advertising IKEA relies on print and media advertising as one of its main marketing strategies to deliver its marketing message to the target customer segment. The company collaborates with a range of popular journals, magazines and TV channels globally for this purpose. The home improvement and furnishing chain has effectively integrated the elements of creativity in its print and media advertising a number of times. For example, billboard-fitted wardrobes were placed by IKEA in selected outdoor locations in Vienna. People passing by were encouraged to slide its door open to assess IKEA’s solutions to fit many items into the wardrobe.[1] In another instance, the Swedish furniture chain developed a print ad that is designed to put customers to sleep. Specifically, ‘Somnig’ is printed with lavender ink and emits white noise through a speaker. Customers are encouraged to tear it out of IKEA magazine and place next to their bed to have a good night’s sleep.[2] Another noteworthy instance of application of creativity in print advertising by IKEA relates to the publication of its more than 200 million catalogues in 2013. While more than two third of IKEA’s marketing budget was previously spent on furnishing living quarters for its catalogues, from 2013 onwards the company started to create images in its catalogue with the help of graphic artists. In other words, starting from 2013 images in IKEA catalogues are not photos but “a collection of pixels and polygons arranged on a computer”[3] and this shift has proved to be…
McDonald’s marketing strategy relies upon an extensive utilization of individual elements of the marketing communication mix. Specifically, McDonald’s marketing communication mix comprises print and media advertising, sales promotions, events and experiences, public relations and direct marketing. McDonald’s marketing and promotional efforts focus on value, quality, food taste, menu choice, nutrition, convenience and the customer experience McDonald’s Print and Media Advertising McDonald’s marketing strategy attempts to integrate the elements of creativity and uniqueness in its print and media advertising. For example, the company has launched ‘Easy Morning’ print ads with the tagline “In the morning not everything is as easy as breakfast at McDonalds”, and a humorous attempt has been made to show an appropriate time to eat burger via a print ad. McDonald’s spends considerable amount of financial resources for print and media advertising. These investments amounted to USD 82.9 million, USD 329.2 million and USD 81.5 million for 2021, 2020 and 2019 respectively. Particularly, in 2020 the fast food chain made significant investments in brand communications.[1] The company has launched some controversial marketing campaigns as well. These include commercial in UK that exploits a child’s grief over the death of his father, “Carry On,” campaign referencing public tragedies including 9/11 and the Boston Marathon bombings and others. McDonald’s viral marketing also plays an instrumental role in terms of spreading the marketing message among the members of the target customer segment. The most noteworthy McDonald’s viral marketing campaigns include “Ask McDonald’s YouTube campaign” in Canada, ‘McDonald’s GOL!’ marketing video clip that attracted more than 10 million views and others. McDonald’s Sales Promotions Sales promotion is a popular marketing technique with McDonald’s and other fast food chains. McDonald’s uses the following sales promotions techniques: Competitions. Free breakfast delivery promotion according to mobile nominations[2] Seasonal promotions. “”McPick 2,” a limited-time…
Amazon marketing communication mix deals with individuals elements of the marketing mix such as print and media advertising, sales promotions, events and experiences, public relations and direct marketing. Amazon Print and Media Advertising Amazon uses print and media advertising extensively in order to communicate its marketing message to the members of the target customer segment. The most memorable Amazon TV ads include a video clip featuring former Top Gear host Jeremy Clarkson promoting Amazon Fire TV, a promotion deal reported to cost Amazon GBP 160 million[1]. Moreover, TV commercials promoting Amazon feature cute animals in order to associate the brand image with qualitative values. This strategy indicates to changes in Amazon marketing message in a way that “rather than hawking hardware like Kindle e-readers, furry pets are pitching Amazon’s USD 99,00 Prime membership, which features delivery discounts and media streaming”[2]. The online retail giant had also released “Mom’s Here” TV advertisement on Oprah Winfrey Network, targeting mothers for Amazon Echo. In 2019 Amazon overtook Netflix as the top advertiser for video streaming services and increased TV advertisement spending by 28% for Amazon Prime Video.[3] Print advertising is used by Amazon extensively as well via magazines, journals, newspapers and billboards. In the latest move, Amazon started to print advertisement messages, pictures and cartoon characters from “Minions” movie on its shipping boxes[4], marking the start of a new type of print advertising. One of the most memorable print advertisements by Amazon refers to the ad that appeals to Aatmanirbhar Bharat (self-sufficient India) sentiment featured in The Economic Times in 2020. This specific campaign has been praised as a successful attempt to show solidarity with nationalistic sentiment in India. Viral marketing also plays an important role in Amazon marketing strategy. Amazon is one of the earliest adopters of viral marketing and the…