Search results for: Marketing Communication Mix

Uber marketing communication mix comprises print and media advertising, sales promotions, events and experiences, public relations and direct marketing.  Uber marketing communication mix is aimed to associate using Uber services with cost-efficiency, effectiveness and convenience. Uber Print and Media Advertising Uber uses traditional print and media advertising sparingly, mainly concentrating on social media and word-of-mouth marketing channels. Nevertheless, the global taxi technology company still uses TV ads, newspapers and magazine ads, posters and banners in selected locations. The ride-hailing giant is known for unconventional advertising techniques. These include putting ads on drones and having them taunt drivers stuck in traffic in Mexico City.[1] Marketing campaign “Boxes” as metaphor for excessive traffic jams in Asian cities, where the ad proposes ridesharing as a key part of the solution has been praised as innovative and appealing.[2] At the same time, Uber’s use of advertising has proved to be controversial in several instances. For example, a billboard in Egypt which says “I escaped from driving my mother-in-law home 64 times” was found to be offensive by local people[3]. In France, campaign offering men free rides with ‘incredibly hot chicks’ has been criticized as sexist, resulting in an apology from Uber France.[4] Recently, the largest mobility platform in the world started advertising Uber Eats services through selected radio channels in selected locations promoting earning potential through the service. Uber also uses celebrity endorsement in print and media advertising in an occasional manner. For instance, in 2018 the company signed an endorsement deal with Virat Kohli, captain of India’s cricket team to serve as Uber brand ambassador in India.[5] Uber Sales Promotions Uber uses various sales promotions techniques in an integrated manner. For the largest mobility platform in the world discounts, loyalty programs, promotions, refunds, and  credits provided to end-users who are not customers totalled  USD…

Microsoft marketing communication mix explains the patterns of use of elements of marketing communication such as advertising, sales promotion, events and experiences, public relations, direct marketing and personal selling by the multinational technology company.    Microsoft Print and Media Advertising Print and media advertising is placed at the core of Microsoft marketing strategy. Microsoft print and media advertising expenses amounted to USD 1.6 billion, USD 1.5 billion, and USD 1.6 billion in fiscal years 2018, 2017, and 2016, respectively[1]. As illustrated in figure below, Microsoft’s print and media advertising campaigns make an appeal to needs, wishes and aspirations of target customer segment and positions Microsoft products and services as efficient tools to be used to satisfy them. Example of Microsoft print advertisement Some of Microsoft’s TV advertisements such as “the apps you want” 30-second commercial that promotes unified Windows Store within Windows Phone and Windows 8 have become viral videos in social networking sites mainly due to engaging presentation of information. Moreover, as an unprecedented move the company has placed a Wi-Fi-Enabled print advertising promotion in a special edition of Forbes magazine targeting a selected group of subscribers.  Ultra-thin router and battery placed within pages of magazine granted the possibility of free internet browsing for about 3 hours. Moreover, the global technology company has been gradually shifting its focus from traditional media such to the social media and other online platforms.   Microsoft Sales Promotions Sales promotion is used by Microsoft in a frequent manner in both store formats – physical and online. Microsoft sales promotions include the following: 1. Seasonal sales promotions. Microsoft offers 12 Days of Faves promotions, during Christmas and New Year holidays. Additional seasonal sales include Black Friday and Cyber Monday. 2. Discount codes. The company offers special education-designated Microsoft coupons for students, parents, faculty, and…

Samsung marketing communication mix utilises a number of marketing communication channels such as print and media advertising, sales promotion, events and experiences and public relations. Samsung Electronics uses these channels in an integrated manner as discussed below in more details. Advertising Print and media advertising is one of the core elements of the marketing mix extensively utilized by Samsung Electronics. One of the important key features of Samsung advertising strategy is that the multinational electronics company usually advertises its specific products such as Galaxy S and Note smartphones, but it does not advertise much Samsung brand in general . The most noteworthy media advertising campaigns include live commercials for Samsung Galaxy S 3 device on popular Jimmy Kimmel Live show in June 2012 and on Late Night With Jimmy Fallon on July and August of the same year. Moreover, partnership with Fox channel in the US to run four 30-second advertising clips during the National Football League, college football and World Series games in 2012 have been praised as efficient marketing campaigns.[1] Samsung print advertising in popular newspapers, magazines and journals have previously included direct attacks on its major competitors, notably Apple. For example, a print ad campaign titled ‘It doesn’t take a genius’ is a clever play of words on Apple’s emphasize on genius branding. The print ad compares major functionalities of iPhone5 and Galaxy S III and illustrating the superiority of Samsung’s product on several fronts.[2] Viral marketing is also extensively used by Samsung as one of the most effective advertising methods. For example, the latest 60-second viral marketing video titled “Anticipation” is a successful attempt to associate Samsung Galaxy S6 with excitement and a sense of achievement and recognition.[3]   Sales Promotion Samsung uses sales promotions as a marketing tool more extensively compared to the majority of…

Google marketing communication mix explains the ways in which advertising, sales promotion, events and experiences, public relations and direct marketing tools are used by the company to communicate its marketing message to the target customer segment. Advertising Google emerged as a popular alternative for traditional print and media advertising and changed advertising industry worldwide to a great extent. As it is illustrated in figure below, by 2012 Google was generating more advertising revenues than print media in the US as a whole. The significance and market share of Google in the global advertising industry has increased even to a greater extent during the past five years, since 2012. Accordingly, owning a more significant advertising platform than print and media advertising, Google does not use traditional print and media advertising to communicate its marketing message to the target customer segment. Revenues by print media in the US and Google (worldwide)[1] Sales Promotion Sales promotion refers to the “stimulation of sales achieved through contests, demonstrations, discounts, exhibitions or trade shows, games, giveaways, point-of-sales displays and merchandising, special offers and similar activities”[2]. Google employs sales promotion marketing techniques rarely. The most noteworthy case relates to one day sales promotion of Google Glass via online purchase for USD1,500[3]  and the promotion of Android 4.4 in cooperation with candy bar KitKat, owned by Nestle International Travel Retail. Up to date Google does not use popular sales promotions techniques such as seasonal sales promotions, money off coupons, competitions, discount vouchers, free gifts or loyalty cards… Alphabet Inc. (Google) Report contains a full analysis of Google marketing communication mix and Google 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 and McKinsey 7S Model on Google. Moreover, the report…