Lecture 4 - Offline Branding, Marketing Communications Mix, The Marketing Mix

 Offline Branding has many components some of these are: Conventional Print, Radio and Television Branding also Billboards, Coupons and Vouchers. Offline Branding is promoting something which doesn't consist of using a computer to advertise or get peoples attention.

There is a Marketing Communications Mix.

Which as you can see consists of Seven elements, these elements are: Advertising, Public Relations, Direct Marketing, Sales Promotion, Event Marketing, Digital Marketing and lastly Personal Selling. These seven elements are a specific mix a company uses to pursue its advertising and marketing objectives.

See :http://www.themarketingguywhodrivessales.com/crashcourse/promix.htm for more information of the Seven Elements of the Marketing Communications Mix.

Chaffey (2011: 420) states that "the 4P's have been extended to the 7P's by including three other elements that better reflect service delivery" The new marketing mix consist of the following: Product, Promotion, Price, Place, People, Process and Physical Evidence. The marketing mix is applied frequently to organisations when developing new marketing strategies for their products of services. Kumar (2010: 45) states that the marketing mix "sets out the marketing variables that your business needs to understand and control in order to achieve your overall business objective" The 7P's are part of an organisations planning process and therefore the planning takes time and effort this allows an organisation to have a competitive advantage because they have planned thoroughly and through-out the process

 



 References:

 

 http://www.themarketingguywhodrivessales.com/crashcourse/promix.htm 

Chaffey, D. E-Business & E-Commerce Management: Strategy, Implementation and Practice (2011, Page 420)
 

Kumar. Marketing of Hospitality and Tourism Services (2010, Page 45)