Developing and Managing Marketing Communications

Marketing communications are the means by which companies attempt to inform, persuade and remind consumers directly or indirectly about the products and brands that they sell. Marketing communications allow firms to link their brands to other people, places, experiences, feelings, and things.

The marketing communication mix consists of six major modes of communications:

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Advertising: Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideas, or services. It includes the name of a product or service and how that product or service could benefit the consumer, to persuade a target market to purchase or to consume that particular brand. These messages are usually paid for by sponsors and viewed via various media. TV advertising: - Advertising in security systems plays a very important role. On average, the general population spends over four and a half hours a day in front of the TV, making TV watching one of the most common modern leisure activities. TV advertising plays a significant role in conveying the importance of the security products and services and it is demand in the emerging life-trends. Some of the advantages to advertising your small business on television include the following: TV reaches a much larger audience than local newspapers and radio stations, and it does so during a short period of time. It reaches viewers when they're the most attentive.

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 It allows you to convey your message with sight, sound, and motion, which can give your business, product, or service instant credibility. It gives you an opportunity to be creative and attach a personality to your business, which can be particularly effective for small businesses that rely on repeat customers. Selecting TV advertisement as the one of the communication medium for developing market communications is very important as TV has greater reach as compared to other market communications. The market segments we are targeting are ideal for TV advertising. So TV advertisement for security systems will be the ideal communication medium. Billboards: - A billboard is a large outdoor advertising structure (a billing board), typically found in high traffic areas such as alongside busy roads. Billboards present large advertisements to passing pedestrians and drivers. Typically showing large, ostensibly witty slogans, and distinctive visuals, billboards are highly visible in the top designated market areas. Bulletins are the largest, most impactful standard-size billboards. Located primarily on major highways, expressways or principal arterials, they command highdensity consumer exposure (mostly to vehicular traffic). Bulletins afford greatest visibility due not only to their size, but because they allow creative "customizing" through extensions and embellishments. Posters are the other common form of billboard advertising, located chiefly in commercial and industrial areas on primary and secondary arterial roads. Posters are a smaller format than bulletins and are viewed principally by residents and commuter traffic, with some pedestrian exposure. Billboards can be placed at the large crossing or middle of principal arterials. Billboards of security systems can be very useful on major highways and principle arterial roads. On billboards we can show the benefits of security systems etc. Brochures and leaf lets: - Strategic distribution of brochures and leaflets including all the information regarding the security devices, there prices and variants can be distributed in malls or as a leaflets with the new papers. It could bring a huge impact on the potential customers. Sales promotion for security systems: sales promotion can be done by

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Contests and games:-Arranging contests and games at strategically placed MALLS where most of the target customer resides it will be better if theses contests and games will be held on Saturdays or Sundays only. Or the market where the footfall is higher. Rebates:- A rebate is an amount paid by way of reduction, return, or refund on what has already been paid or contributed. It is a type of sales promotion marketers use primarily as incentives or supplements to product sales. The mail-in rebate (MIR) is the most common. A MIR entitles the buyer to mail in a coupon, a receipt and barcode in order to receive a check for a particular amount, depending on the particular product, time, and often place of purchase. Rebates are offered by either the retailer or the manufacturer of the chosen product.

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We can give coupons for Free maintenance for first few months of security systems.

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Offers: - We can also give attractive offers to potential buyers so that it stimulates them to buys our product or they got to know about the product at least. Coupons:- In marketing, a coupon is a ticket or document that can be exchanged for a financial discount or rebate when purchasing a product. Customarily, coupons are issued by manufacturers of consumer packaged goods or by retailers, to be used in retail stores as a part of sales promotions, but the coupon distribution wont necessarily help boost the demand for security products and increase the awareness among the customers. Trade fairs: - A trade fair (trade show, trade exhibition or expo) is an exhibition organized so that companies in a specific industry can showcase and demonstrate their latest products, service, study activities of rivals and examine recent market trends and opportunities. Participation in trade fair will be good to interact with the potential customers while conveying them the features and usefulness of the security systems as the most participants in the fairs may be interacted by other sellers of the products for which an appropriate security measures are necessary to be taken.

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Direct Marketing for security systems: Use of mail, telephone, E-mail or internet to communicate directly with and or solicit response or dialogue from specific customers and prospects.

Direct marketing of security systems can be done by:1. Email marketing:- Email marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial or fund-raising messages to an audience. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. 2.Telemarketing:- Telemarketing is a method of direct marketing in which a salesperson solicits prospective customers to buy products or services, either over the phone or through a subsequent face to face or conferencing appointment scheduled during the call. 3. Online shopping: - Online shopping is the process whereby consumers directly buy goods or services from a seller in real-time, without an intermediary service, over the Internet. It is a form of electronic commerce. An online shop, e-shop, estore, internet shop, web shop, web store, online store, or virtual store evokes the physical analogy of buying products or services at a bricks-and-mortar retailer or in a shopping mall. Nowadays online shopping is getting very popular, information about the security systems can be easily reached to the prosperous client via online shopping website, the unique feature of the online shopping is the detailed information these online shopping websites provides about the product. It will be very beneficial for us to sell our product via online shopping website.