Promoting Services and Educating Customers

1. Marketing Communications Planning

1.1. The “5 Ws” Model

1.1.1. Who is our target audience?

1.1.2. What do we need to communicate and achieve?

1.1.3. How should we communicate this?

1.1.4. Where should we communicate this?

1.1.5. When do communications need to take place?

2. The Marketing Communications Mix

2.1. personal communications

2.2. Advertising

2.3. Sales Promotion

2.4. Publicity & Public relations

2.5. Instructional materials

2.6. Corporate design

3. The Role of Corporate Design

3.1. Provide recognition & strengthen brand image

3.2. Stand out from competitive markets

3.3. unified & distinctive visual appearance for all tangible elements

4. Challenges of Service Communications

4.1. Intangibility

4.1.1. Generality

4.1.2. Non-searchability

4.1.3. Abstractness

4.1.4. Mental impalpability

5. Role of Marketing Communications

5.1. Position & differentiate service

5.2. Promote contribution

5.3. Add value

5.4. Facilitate customer involvement in production

5.5. Stimulate demand to match capacity