Download free eBooks at bookboon.comMarketing Communications
Fundamentals Of Communication In Marketing
FACILITATE INTENTIONAL EXPOSURE: in the case where consumers’ exposure to marketing
information is the result of intentional search, marketers should facilitate intentional exposure by making
appropriate marketing information available when and where the consumers need it. For instance, to
increase sales, International Business Machines Corporation (IBM) trains its retail salespeople to answer
consumers’ technical questions on the spot so that they don’t have to wait while the salesperson looks
up the answer. Consumers’ search for information should be made as easy as possible. This requires
that marketers anticipate consumers’ needs for information and devise strategies to meet those needs.
For example, some lumber companies cater for the novice do-it-yourself market, by providing in-store
seminars on various building techniques such as, how to build a masonry wall, or install a regular door.
MAXIMISE ACCIDENTAL EXPOSURE: marketers should endeavour to place both corporate and
product information in environmental setting that maximizes accidental exposure to the appropriate
target groups of consumers. For instance, the average person looks at a phone booth for about 14 seconds
or more, he or she has enough time to see a message placed at the phone booth. Certain types of retail
outlets such as convenience stores, ice cream shops and fast food restaurants located in high traffic
positions, intersections, and downtown are prime spots.
A company that adopts and uses a saturation or intensive distribution strategy can easily maximize the
chances of accidental exposure.
Most media strategies are intended to maximize accidental exposure to a firm’s advertisements. Media
planners must carefully select a mix of media such as magazines, billboards, radio and television
programming, that maximizes the chances of exposing the target segment to the company’s advertisements.
Solving this complex problem is crucial to the success of the company’s communication strategy in order
to have maximum exposure and make beneficial impact on the consumers. Exposure is controlled by using
a highly selective distribution strategy. Marketers’ most important functions of a company’s distribution
strategy is to create the appropriate level of exposure for its product and corporate information.
EXPOSURE MAINTENANCE: once exposure has begun, other marketing strategies are intended to
maintain exposure level. Television advertisements must generate enough attention and interest so that
the consumer will maintain exposure for 30 seconds or more. One tactic is to use distinctive sounds in
television commercials. Another is to provide support services in addition to core product or service
offered by the marketing firm.
Designing and implementing successful marketing strategies; whether price, product, promotion or
distribution strategies, require that marketers consider all aspects associated with these three processes of
information dissemination – maximizing and maintaining exposure to the target segment of consumers
to the firm’s marketing information. Capturing and maintaining the attention of the target consumers.
Influencing the target consumers to comprehend the firm’s marketing information at the appropriate
level of depth and elaboration.