What and publicity activities of enterprises are different from other marketing communication tools?

It consists of five main communication tools: advertising, sales promotion, public relations and publicity, personnel promotion, direct marketing and interactive marketing.

Advertising

Usually, advertising plays two important roles. One is to establish the strategic image of an enterprise or brand, which is an advertisement issued by an enterprise from the marketing strategy, such as Maotai, intel, Coca-Cola, Pepsi, China Mobile, etc. Another role is to help promote the current sales growth. At present, many enterprises' advertisements are mainly based on this goal, such as the advertisement of Yanghe Blue Classic Dream Blue, the lifelong trade-in advertisement of Fumei toner cartridges, and the advertisement of Deli stationery.

The combination of advertising and corresponding media can quickly spread information, and the effectiveness of information dissemination is very strong, so it has been favored by many famous enterprises at home and abroad, and even many small and medium-sized enterprises have made great efforts to follow suit, and there are not a few successful ones. Of course, according to the combination of advertising and different media, the release cost budget is different. In the China market, I'm afraid CCTV is an expensive advertising platform, but its effect is incomparable to other media. Of course, there are different channels and columns in CCTV, and their advertising effect will be quite different. Media advertising costs may be lower in some places, and newspapers and magazines may also be lower than TV media.

in any case, the final result of advertising required by enterprises is to achieve sales. Obviously, advertising does play a role in this respect. In the China market, well-known brands of health care products have always been supported by advertisements, such as melatonin, golden wine, platinum wine, Besunyen slimming tea, etc. Those who have not invested a lot of advertisements can only be ignored by consumers. For example, the once brilliant Mrs. Oral Liquid is now quietly in a corner of the supermarket, and its sales volume has plummeted. Obviously, consumers will think that a large number of advertising brands will inevitably provide products with "good value", although this is not the case, they will not think that the products they buy contain some advertising fees.

Advertising has many forms and uses, and it is not easy to describe its characteristics clearly, but we can still list the following characteristics of advertising:

High-frequency popularization: enterprises often achieve the purpose of marketing communication by repeating a certain information many times or even countless times. Often this information shuttles among many similar information, and it is quite difficult for enterprises to maintain a high reception rate of information. Therefore, enterprises often introduce their own advantages, scale, ability and past success in advertisements.

Attractive advertising performance: In order to be successful, advertising must have good creativity, extraordinary advertising design, through sound, light, electricity, color, art and other forms, and then dramatize and artistically display the advertising.

Non-communication: Advertisers rarely accept advertisements on their own initiative and are unwilling to respond to advertisements. Therefore, advertisements and audiences cannot communicate with each other. Most advertisements are monologues, and consumers are often indifferent to advertisements.

sales promotion

companies often use terminal sales promotion to make consumers have a stronger and faster buyer response, such as prize sales, issuing coupons, giving small gifts, etc. Sales promotion is the most effective way to generate sales, which can produce results in a short period of time and help enterprises improve regional sales.

Increase sales: Sales promotion is the most effective way to increase sales. It will quickly focus consumers' attention on products and urge them to make purchases.

Arouse consumer desire: Sales promotion mainly means giving consumers some excess value by some concessions, inducements or gifts, so as to arouse consumers' desire to buy.

Interaction: Sales promotion can realize the consumption interaction between enterprises and customers. On the one hand, it can invite consumers to make purchases; on the other hand, consumers can feedback their understanding of brands and products in time.

public relations and publicity

Now more and more companies begin to pay attention to the application of public relations, because they know that a well-thought-out and well-planned public relations activity can often achieve unexpected results. If public relations activities can be coordinated with other marketing communication combinations, the marketing communication effect will increase exponentially. Mengniu Group has repeatedly used public relations activities to carry out marketing communication, including super girls and manned spaceflight, which have achieved great success. Jiaduobao donated more than 1 million yuan in Wenchuan earthquake and Yushu earthquake twice, and achieved very good results. Some netizens suggested that "if you want to donate, you should donate 1 million yuan, and if you want to drink, you should drink Wang Laoji", and many places were out of stock.

Obviously, not every enterprise can make public relations and publicity as Mengniu and Jiaduobao do, but more and more enterprises are beginning to pay attention to public relations and publicity as a marketing communication tool. It has the following obvious characteristics:

High credibility: Undoubtedly, the news stories and features that public relations and publicity can bring to enterprises are incomparable with other marketing communication tools, and these news stories and features bring more credible and reliable information to enterprises and brands than advertisements, and in some cases, they will also generate a huge market.

Close to the distance between supply and demand: Public * * * relationship can quickly close to the distance between brands and products and consumers, and can quickly establish customer loyalty, and achieve rapid secondary communication through various channels.

becoming the focus and topic: public relations activities can often make enterprises, brands and products become the focus and topic for a period of time. In this topic era, it is a great temptation for enterprises to become the focus and topic of public opinion.

events and experiences

The effective use of events and experiences will often have a multiplier effect on marketing communication. However, events and experience activities that are mechanically applied will often have the opposite effect. Jiang Heping, the boss of Beijing Fuya Paint Co., Ltd., made Fuya Paint famous because of the incident of drinking paint, and it is still regarded as a classic event marketing case.

related participation: it is best to ensure consumers' participation in events and experiences, and ensure that the whole activity is highly relevant to consumers.

soft marketing: events are more of an indirect soft marketing.

direct marketing

direct marketing is increasingly used by enterprises, and almost 9% of enterprises have used the forms of direct marketing, including using DM direct investment, telephone direct sales, TV direct sales, Internet e-mail, mobile phone short messages, etc., to directly spread marketing information to target customers and consumers. When many enterprises use this marketing communication method, they violate the relevant national laws and regulations and business ethics, causing losses to consumers, resulting in great resentment and distrust of most consumers for this marketing method. It mainly has the following characteristics:

strong pertinence: often enterprises can formulate specific communication demands for specific consumer groups or individuals, and can directly send information to target customers and consumers.

timeliness of information: when an enterprise discovers potential customers and consumers, it will immediately spread the information to the target party by direct marketing.

interactivity: enterprises can master the consumer psychology through direct marketing, and modify the information content and planning scheme at any time to ensure a good acceptance of information.

personal sales promotion

Few companies don't use personal sales promotion. Of course, personal sales promotion is also one of the most effective methods. We often see terminal promoters of enterprises in terminal stores, which is one of the more common personnel sales promotion at present. Of course, more enterprises have marketing departments and send marketing personnel to various regions to carry out marketing activities through stationing. Personal sales promotion is one of the most effective tools in the last stage of the purchase process, especially in establishing buyers' preferences, trust and actions. Personal sales promotion has the following most obvious characteristics:

Face to face with consumers: Obviously, any mode of communication is not as good as face to face with people. Face to face with customers and customers will have mutual influence, which is the most effective way to establish the most credible information collection for both enterprises and consumers.

establish a solid interpersonal relationship: in the process of sales promotion, personal relationships are bound to be established, and the establishment of such more credible personal relationships can obviously effectively promote the achievement of sales relationships.