MDA 102: PRINCIPLES OF ADVERTISING
3.1 MARKETING COMMUNICATION3.1.1 Definition review
As we have discussed in previous chapter, marketing communications are messages and relatedmedia used to communicate with a market. It is a management process through which an organizationseeks to engage with its various audiences. To accomplish this, the organization develops, presentsand evaluates a series of messages, which it sends to and receives from its different audiences.Marketing communications uses important tools to generate beneficial relationships and reach thetarget audiences. The tools are
exhibition/trade fairs.3.1.2 The STP process
Before one can devise a set of marketing strategies, he must first understand the concepts of
The commercial landscape is full of diverse consumersand it is important for a marketer to divide the market into different segments and choose which of themmatches its product or service well.
±dividing a market into smaller groups of buyers, with distinct needs,characteristics, or behaviours that might require separate products or marketing mixes.It consist of :i. Geographic segmentation : dividing market into different geographical units such asnations, states, regions, counties, cities or neighbourhoods.ii. Demographic segmentation : based on variables like age, gender, family size, familylife cycle, income, occupation, education, religion, race, generation and nationality.iii. Gender segmentation : dividing market based on gender. Eg; automobiles,deodorants, facial wash etc.iv. Income segmentation : dividing market into different income groupsv. Psychographic segmentation : dividing a market into different groups based on socialclass, lifestyle or personality characteristics.
± evaluating each market segment¶s attractiveness and selecting one or more of themarket segments to enter. Our choice should generally depend on several factors:i. how well are existing segments served by other manufacturers? It will be more difficultto appeal to a segment that is already well served than to one whose needs are notcurrently being served well.ii. Secondly, how large is the segment, and how can we expect it to grow.iii. Thirdly, do we have strengths as a company that will help us appeal particularly to onegroup of consumers?