OPPapers.com

The Marketing Communications Mix

The Marketing Communications Mix

A Consumer Service

I have chosen to investigate Vodafone and their marketing campaign of the new 3G service. With 3G you can send and receive larger pieces of information. Not just voice, text messages and pictures, but video and music too.
3G allows you to:

• Make video calls
• Send video messages
• Play the latest games
• Listen to full music tracks
• Watch TV on your phone

To market this new service Vodafone are using various methods of communication. Firstly they have created a variety of television adverts which will be shown during commercial breaks of most top television channels. They will be put in commercial breaks of popular TV shows to maximise the audience, however it is more expensive the more popular the show. One advert consists of a couple parting at an airport and then having a video call to each other. The advert is supposed to show that with 3G you can stay together. Another of their adverts features David Beckham (see fig 1.1) watching football highlights on his mobile.
Fig 1.1

Vodafone have also taken images from these adverts (see fig 1.2) and turned them into posters which will be put in places around cities and towns where they can be seen by a large number of people. The posters have also been strategically put on road sides particularly in cities where traffic is likely so that road users see them while stuck in traffic as they have time to look at them in detail.
Fig 1.2

Sponsorship deals also assist the Vodafone marketing campaign. Having their logo on the shirts of top European football teams like Manchester united (see fig 1.3) and Benfica improves brand image and ensures there are very few people who have not heard of Vodafone.
Fig 1.3

Vodafone also attend various exhibitions around Europe where the target audience (mobile phone users) are likely to attend. They will also take along working models of their mobile phones with the services working so that people can...