Theoretical Framework

THEORETICAL FRAMEWORK
 Maslow’s Hierarchy of Needs
Maslow's hierarchy identifies five primary areas of needs experienced by most humans.
Beginning with biological and physiological needs, safety, love and belongingness, esteem and
self actualization. Maslow’s theory states that as man meets the needs at the first level, he then
moves toward the next, then the next and so on. Lots of studies have added levels to the needs
hierarchy and made some changes in the categories, but marketing classes throughout the
country continue to use Maslow's needs hierarchy as a reasonable focus for modern marketing
efforts.
In relation with social media marketing, you need to understand the level of hierarchy your
customer is likely to be in when they’re interacting with your brand, because there will be no
point in marketing through the lense of security to people who are trying to achieve a sense of
love and belongingness. In other words, you have to know your customer and which of the five
needs they are looking forward to be filled when they are interacting with you.
The needs that people are looking to meet with social media usage can be different
depending on the platform that you will use and with the content that you wanted to give. Let say
for instance, many people use platforms like Facebook and Instagram to connect with friends and
family, that falls under the “belonging” need. LinkedIn, on the other hand, is being used by
people who is trying to find jobs, start their career, or check out new solutions for work-related
concerns which may fall from “safety” (needing a job to pay the rent) to “self-actualization”
(achieving a dream). Applied to marketing theory, your ability to effectively appeal to one of
these motivational drivers is a key determinant of your potential success.
In connection with the study, most of the people are users of Facebook since it is the easiest
social media platform to use where you can communicate with friends, and now it is the biggest
marketplace where you can sell your products and be seen by millions of people. Such products
like cosmetics can actually help individuals fulfill their needs in self-esteem which is in the 4th
level of Maslow’s hierarchy of needs.
 Communication Mix Theory
The communications mix involves all the tools you use to communicate with your customers
or potential customers. This could be through advertising, social media, product packaging,
direct marketing, websites, events, exhibitions and many more. Successful businesses consider
all elements of the communications mix. In order to see a better result, you must effectively use
all areas to create an integrated multi-channel or omni-channel campaign. Communications Mix
defines the ways you communicate with your customers, for example, the tools you use.
Marketing communications tools
The promotional mix is made up of five elements, shown below:
1. Advertising (TV, radio, press, PPC)
Advertising covers all avenues where a business pays for their message to be broadcast.
Companies who has a lot of money to pay mostly use television. However, as time goes by and
digital era arrived, social media advertising is now the trend. Successful advertising campaigns
can be emotive, creative, eye-catching, catchy, musical, or even intentionally annoying ,
anything that can catch everyone’s attention.
2. Direct marketing & digital marketing (email, social media, gamification, etc)
The emergence of digital era did not just bring social media and online shopping. It also
gave us a new way to do marketing. This way is significantly cheaper and if done correctly can
be even more effective than advertising through TV or radio.
One of the major benefits of direct marketing is its targeted approach. So, if you’ve done
the best and most accurate market research on your customers, you’ll know exactly who to
target. It’s also attractive to marketers because its results can be directly measured.
3. Public relations (PR)
Public relations turns brand messages into stories that appeal to the media and its target
audiences. It amplifies news, strategies and campaigns to create a positive view of a company
through partnerships with newspapers, journalists and other relevant organizations. But
remember that not everything can be shared via PR. The idea is to separate the stories they think
could be developed into an effective PR strategy. So, usually anything considered too ‘salesy’ is
a no no. A great PR campaign revolves around a public interest, current event or trend that can
be connected to a product, service or brand.
4. Personal selling
Personal selling is simply selling through a person, it is usually in a face-to-face setting.

This includes salespeople, representatives, brand ambassadors or even influencers. By using their
experience, specialist knowledge and communication skills, their aim is to inform and encourage
customers to buy or try a product or service.
5. Sales promotion
Using various online and offline outlets, sales promotion creates limited time deals or
promotions on products or services in order to increase short-term sales. Sales promotion can
include sales, coupons, contests, freebies, prizes and product samples.
Extras
1. Social media
A relatively new tool, ‘the next big thing’, social media has changed the way we
communicate. As part of the Direct Marketing section of the communications mix, it can be used
to advertise, retain and gain customers, gather feedback about products or services and as a
customer service tool.
2. Sponsorship
Sponsorship is something you see a lot of with major brands and especially in sports. It is
often used to get the attention of new communities and align with them. Effective sponsorship as
a marketing and communications tool requires detailed target audience research and setting clear
objectives.
3. Product packaging
Packaging is an element which can be considered as part of the marketing mix as well as the
communications mix. It’s the last point of sale for the company, and the impact of packaging
could set brands different from their competitors. Communicating effectively through packaging
can include the visual design, what’s written on the product, size and shape of the packaging,
materials it's made from etc. All of these aspects could sway a customer to buy or not buy the
item.
4. New variables/innovations
We have many more communications tools now than existed 10 years ago - or even 5 years.
This is why it's really important to keep track of new innovations and releases that could become
a fantastic way to communicate with your demographic. Some stick around for the long haul,
and others end up more like one-hit wonders ,but it's still great to keep an eye out.

Theoretical Framework

Uploaded by

Copyright:

Available Formats

Theoretical Framework

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Theoretical Framework

Uploaded by

Copyright:

Available Formats

THEORETICAL FRAMEWORK

 Maslow’s Hierarchy of Needs

 Communication Mix Theory

Marketing communications tools

The promotional mix is made up of five elements, shown below:

1. Advertising (TV, radio, press, PPC)

3. Public relations (PR)

Personal selling is simply selling through a person, it is usually in a face-to-face setting.

You might also like