Question: Marketing communications are the means by which firms attempt to inform, persuade,
and remind consumers—directly or indirectly—about the products and brands that they
sell. The marketing communications mix consists of six major modes of communication.
List and briefly explain each using a specific product or service to illustrate their use.
Businesses are now tasked with the responsibility of developing and retaining long term relationships with customers. Having an effective marketing communications mix allows businesses to better inform, persuade and remind customers about the goods and services offered.
In 2011, St Kitts –Nevis –Anguilla National Bank successfully launched their “Black Card.” This card was targeted to further build a good customer relationship. Below we look at how SKNANB use the marketing communication mix to introduce/launched their “Black Card.”
Advertising is any paid form of non personal presentation and promotion of ideas, goods, or services by an identified sponsor. Advertising can be used to build up a long – term image for a product or trigger quick sales.
The SKNA National Bank use advertising as a mode of marketing communication mix to persuade customers to sign up for the “black card,” the use of the colour “black” – Black denotes wealth, superiority, exclusive and classy. The colour of of the credit card caught the attention of many customers as it made them feel as a high class customer, next the use of the television, a 30 second advertisement was created using the National Carnival Queen of St Kitts. This visiual was used as a means to persuade customers to apply today for the card and many male customers did signed up for the card after seeing this ad. They then use the radio, the card and its many benefits were mentioned on the National Bank’s Money matters Radio Show. This allowed customers to learn more about the card, its features and the loyalty reward programme attached to the card....