As a marketing consultant, you are frequently asked by clients to develop recommendations for marketing communication strategies. The traditional elements used include advertising, sales promotion, public relations, and personal selling.
Which of these do you feel would be most effective for each of the following clients and why (pros vs. cons)?
a. A company that provides cellular phone
b. A hotel
c. A university
d. A new soft drink
No one can answer these questions except you. Notice all the instances of "you" in there??
Please repost when you have determined what your answer is, and someone here will be happy to critique your thinking.
When assessing the most effective marketing communication strategies for each client, it is essential to consider their specific needs, target audience, and the nature of their business. Here are potential recommendations, along with the pros and cons, for each client:
a. A company that provides cellular phones:
Pros: Advertising and sales promotion would be highly effective for promoting cellular phones. Advertising can create brand awareness and reach a wide audience, while sales promotions like discounts and special offers can encourage immediate purchases.
Cons: Public relations might be less effective in this case, as the main focus would be on promoting the product rather than building relationships. Personal selling may also have limited impact due to the volume of customers and the availability of online sales channels.
b. A hotel:
Pros: Advertising is crucial for hotels to showcase their amenities, location, and unique selling points. Public relations can help build a positive image and reputation, especially through media coverage. Personal selling can enhance customer experience by providing personalized recommendations and handling special requests.
Cons: Sales promotion may have limited effectiveness in the hotel industry, as discounts may devalue the brand or lead to the expectation of constant discounts. Additionally, personal selling may be dependent on the size and location of the hotel.
c. A university:
Pros: Advertising and public relations are essential for universities to attract students. Advertising can highlight the programs, facilities, and campus culture, while public relations can build a positive reputation through media coverage and alumni stories.
Cons: Sales promotion may not be as applicable to universities since the decision to enroll is generally not driven by temporary discounts. Personal selling can still be effective during recruitment events and campus tours, but it may have limited reach compared to other methods.
d. A new soft drink:
Pros: Advertising would be vital for a new soft drink to create awareness and generate excitement. Sales promotion, such as sampling events or limited-time offers, can encourage trial and drive initial sales. Public relations can help generate media coverage and create buzz around the product.
Cons: Personal selling may be less applicable for a soft drink, as it is typically sold through retailers or distributors. However, personal selling can still be effective for on-premises sales in restaurants or bars.
It is important to note that the effectiveness of each element can vary depending on the specific goals, target market, and budget of the client. It is recommended to conduct further market research, analyze competitors' strategies, and test different approaches to determine the optimal mix of marketing communication strategies.