Any product needs to be marketed to the consumers who look forward to that which creates a lasting impression at the product as well as emotional level. For all companies ranging from small retail organizations to big multinational companies, which strive to satisfy the customers, marketing is one of the critical functions which facilitate them compete in the market place, according to ‘Advertising and Promotion’ by Belch and Purani (2013). To achieve the same, these market-driven companies need to develop and maintain their relationship with customers. To appeal to the people, the company that offers the product or the service needs to get its ‘Unique Selling Proposition’ right and compel the audience to purchase the product or avail the service. The companies use advertisements to serve that purpose.
Products and services are promoted by effectively integrating several brand communication tools. They are as follows:
The objective of this research paper is to have a clear understanding of how marketing communication mix contributes certainly to the marketing performances, as well as increase the productivity of the business. Moreover, the structure of this paper offers critical discussions of the need for the marketing communication mix, and the role it plays in the business based on researching about the differences and similarities of the definitions of different author’s point of views about the concept.
Winer, R. S. (2009). New communications approaches in marketing: Issues and research directions. Journal Of Interactive Marketing, 23(2), 108-117. doi:10.1016/j.intmar.2009.02.004
Messaging The messaging is the personality of the brand (Fennell, 2015), this is mainly important to companies starting up their marketing section as it creates the voice of the brand in all public communications. Creativity Being creative is important to stand out from other marketing elements from other brands. Coca Cola has always been able to do this through their theatrical commercials and brightly coloured online ad frames Channel selection This is the selection of the medium where the communications will be placed, often one is not enough, so it’s important to maximize communications through as many mediums possible (Fennell, 2015). Coca Cola has achieved this by essentially using all possible channels in order to communicate the brand i.e. YouTube, TV, Facebook etc. Measurement Selecting the means at which the project success is measured. In this case that would be the increase of customer activity regarding the brand on social media and an increase in sales. Bibliography Alton, L., 2015. the Huffington Post. [Online] Available at: http://www.huffingtonpost.com/larry-alton/the-7-critical-roles-of-your-marketing-team_b_6709336.html [Accessed 15 4 2017]. Fennell, J., 2015. Impressions DP. [Online] Available at: http://www.impressionsdp.com/effective-marketing-communications/ [Accessed 17 4
It is difficult to find a universal definition of marketing communications, and there are many different orientations regarding the subject. The table below summarises the main ...
Bridges are erected and mountains melt away while bonds created when a man stands on his words. This is the foundation for any lasting relationship if, along the line, you do not become contradictory. In marketing, the value of an offering need to be sustain likewise the message that go with the product. Conversely, this is not always the case. In their effort to overcome this inconsistency notice in some marketing communication messages the integrated marketing and communication concept; a coordination of elements work out to enable marketers deliver a consistent message to consumers. This package includes tools like advertisement, sales promotions, publicity, sales presentations, and public relations (Tanner and Raymond 2010). However, due
Advertising and PR Task One Marketing Communications The goal of marketing communications is to reach a selected or target audience in order to affect its behavior. The main goals and objectives of this type of communication are to persuade, inform and remind the selected target audience with respect to the existing product(s) in the market. Reminding may be used towards an audience who are already aware of your product and have a positive attitude towards it. In addition to this informing the potential and present customer’s about your new and existing products is another very important function of marketing communication. Finally you may decide to concentrate on persuading customers to purchase any new or existing offer. Communication Communication is basically the passing of information or exchange of ideas between a sender and receiver. The success of this communication depends on the nature of the message, the audience’s interpretation of it and the environment in which it is received. Therefore communication must have a sender or source, message or channel of communication and a receiver. Communication begins with the source/sender i.e. the sender must select words, symbols, pictures, etc. to convey the message that needs to be passed on to the receiver. This process is known as encoding the message in such a way that the receiver should understand it. The message itself may be verbal or nonverbal, written or oral, or even symbolic. The channel is the medium by which the message travels from the source to the receiver. Decoding is the process of transforming the message into thought and is influenced by the receiver’s experiences, perceptions, attitudes and values. Another set of actions is the response or feedbac...
Marketers place attention at the customer first and foremost. Additionally, they will focus on the customer’s preferences, purchase patterns, exposure in the media, and more. Customers are exposed to a variety of products that fulfill the need of communication methods that may appeal to the customer. In other words, integrated marketing communication is described as an idea of marketing communication planning that incorporates and analyzes the role of diverse communication discipline to the clear, consistency, and substantial impact. Planning and careful execution are mandatory in marketing communication to fulfill the objective. In the long run, the system of integrated marketing communication begins with the customer and then, the work determines the appropriate methods to establish effective communication programs. This form of management notion is used in public relations, sales, advertising, and marketing. Therefore, integrated marketing communication has wider impact and includes more planning than traditional marketing (Naeem,
According to Hall (2008), communication mix is a term used to depict the arrangement of tool where a business can use to convey and communicate successfully the advantages of its good or services to its client. It is crucial for a company to fulfil what customer need and wants in order to get and exceed customer expectation. Thus, company need to choose a suitable platform of marketing in order to boost up the sales and profits. There are several characteristic of marketing and factor that organization must select and consider in order to decide best communication mix in marketing. The organization can select whether they want do advertising, sales promotion, public relations and publicity, personal selling also considering the type of product