- whatever communication marketing plans are made to direct and control the marketing operation, they must be flexible, as there are many outside factors which can easily affect the plans, e.g. government legislation;
The forth stage is implementation and control of the campaign. Research has shown that over 95 percent of people forget the exact message within six weeks of seeing it. That is why repetition in promotion campaign is so important as the promotion itself (Stone Jacobs 2001).
The main activities for advertising agencies have some peculiarities in contrast to traditional marketing communication. But, still, marketing communication mix is the most powerful tool to reach the wide audience in a short period of time. It will include:
Incentive schemes. These should be tailored to the needs of a retailer's sales staff and may also include competitions, particularly for sales staff. Competitions linked to generating window displays make a good example of use here, with prizes such as holidays being regularly used.
On-line type of promotion. It is featured at the location where many of the final decisions and actual purchases are made. Techniques used here include: temporary price reductions; extra value offers, including offers relating to future purchase; premium offers (incentives), including free mail-in premiums, self-liquidating premiums and banded free gifts (relevant for electronic services).
Immediate benefit promotions. A consumer is rewarded for purchasing is immediate, and, as with most incentives, the sooner the reward can be expected and received after the qualifying action, the greater will be the positive effects of that incentive in stimulating purchase action. Included in this promotion category are: price reductions; free gifts (which can be additional service - such as two for the price of one) banded pack offers(service plus discount); economy (special proposition) (McDonald, Christopher 2003).
The choice of medium is clearly closely intertwined with the distribution strategy.
Today, in rapidly changing environment these communication methods become more varied and sophisticated because of technological innovations borrowed by marketers and the level of competition which forces companies within advertising industry to look for new effective ways to attract customers (Rich 2000).