Nt1310 Unit 3 Assignment
explanatory Essay
1744 words
The marketing idea is tied in with accomplishing corporate objectives by meeting and surpassing client needs superior to the opposition. The best approach to do this is for organizations to consider what value they are proposing to offer to their clients and once this choice is made, choose how to impart this message to their clients/commercial center (Fahy and Jobber, 2012). It is viewed as that there are 3 principle components to the marketing communication mix: tools, media and messages (Baines and Fill, 2014). This essay focuses on the diagram and critique of the initial two of these, tools and media. To begin with is the scope of systems or tools for correspondence is known as the promotional mix: advertising, sales promotion, public relations, …show more content…
In this essay, the author
- Explains that the marketing idea is tied in with accomplishing corporate objectives by meeting and surpassing client needs superior to the opposition. the essay focuses on the diagram and critique of the initial two, tools and media.
- Explains the scope of systems or tools for correspondence is known as the promotional mix: advertising, sales promotion, public relations, personal selling, direct marketing and online promotion.
- Explains that advertising is a large and mass marketing communication system as its non-personal message implies that it can be gone for wide gatherings.
- Explains that sales promotions, public relations, and personal selling are different types of marketing.
- Explains that direct marketing and online promotion are two of the most well-known and most utilized types of marketing: direct mail, telemarketing, responsive tv, way to entryway and the web.
- Explains that television and radio offer the chance to achieve mass groups of onlookers, which is difficult to do with print based media.
- Explains that television networks are starting to give careful consideration to the watcher grumblings about the degree of advertising.
- Opines that successful marketing should look to a proper mix of the promotional blend conveyed by means of media to ensure that it influences the right offer to consumers.
There are different classes, for example, out-of-home, in-store and other, for example, silver screen and shows however these different classes are additionally in nature as they are more constrained in the group of onlookers they reach or can target (Baines and Fill, 2014). TV and radio offer the chance to achieve mass groups of onlookers. It is frequently thought to be costly however because of the huge mass that can be achieved it is a moderately ease and given that it is visual or potentially solid based the interchanges can be brought to life keeping in mind the end goal to pass on the marketing message. Both TV and radio can recount stories and offer to feelings which is harder to do with print based media. Broadcast television can exhibit the product being used however once publicized it can't be referred to again by the consumer not at all like print which can be kept. There are expanding dangers to the viability of television advertising today as individuals can utilize their chronicle advancements to abstain from watching promotions. In the meantime changes in advanced innovations imply that expenses are falling thus even television broadcast can start to be custom-made to littler gatherings of people who can be targeted by land region or specific vested parties (Jobber and Ellis-Chadwick, 2013). There are clear signs that television networks are starting to give careful consideration to the watcher grumblings about the degree of advertising with numerous networks, for example, CBS, Fox, MTV and digital TV as a rule now indicating either bring down minutes every hour in advertisements or the development in minutes every hour backing off. This will expand the cost of advertising as there will be less time and space accessible yet it might
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- The Importance Of Marketingexplanatory essayAny 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.
In this essay, the author
- Explains that any product needs to be marketed to consumers who look forward to that which creates a lasting impression at the product as well as emotional level.
- Explains that advertisements are designed to suit the type of product, cater to the need of the people and connect to them psychologically.
- Explains that the right channel or sometimes more than one channel is chosen to broadcast advertisements to the target audience. the best-designed advertisements, coupled with right media, establish the brand in the market.
- Explains that the concept of advertising holds well not only for consumer goods or services, but also for people. for example, politicians during elections advertise themselves, their manifesto, and their accomplishments to reach out to voters.
- Explains that with advertising and promotion, any person, product or service can gain popularity among the right audience. however, to achieve the same, care has to be taken to design and choose the correct media for communication.
- Analyzes how various firms manufacture and sell products that aim to cater to the needs of consumers who become their target customers in the market.
- Explains that the term brand refers to a name, term, sign, symbol, or design intended to identify the goods and services of one seller or group of sellers and differentiate them from those of competition.
- Explains the difference between a branded product and an unbranded one is the customers' perception and feeling about the product's attributes and performance.
- Explains that a brand has its own facets, namely physical qualities like durability and subtler parameters such as personality, culture and relationship with the customers.
- Explains that a brand's image appeals to the customer' s rationality and emotion. tata is associated with trust along with the other benefits, such as good quality, that the product has to offer.
- Explains that the brand's image is a synthesis of brand signals such as brand name, symbols, advertisements, public relations, etc.
- Explains that advertisements help in attracting newer customers, while promotions serve as a boost to the long-term customers.
- Explains that advertising is one of the most popular, far-reaching and successful means of promoting and marketing a brand amongst existing customers and also attract new ones.
- Quotes an american advertising executive james webb young in the book, ‘what’s in a name? advertising and the concept of brands by john philip jones and jan.
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- Explains integrated marketing communication tools (imc) refer to the various tools or methods that are combined, put together, organized, and planned to promote brands to reach a wider audience.
- Explains that advertising is a form of non-personal selling that informs, persuades, and creates awareness about an organization, product, service or idea by an identified sponsor.
- Explains that direct marketing is a form of personal selling where the buyers are engaged in face-to-face with the purpose of making sales.
- Explains that publicity is a non-personal stimulation for products and services to be in demand by putting them on the media without being paid for. it helps build product image and credibility.
- Explains that integrated marketing communication provides you with clarity, consistency and maximum communications impact through the integration of advertising, direct mail, sales promotion, etc.
- Explains that integrating marketing communication tools gives an organization an edge over other competitors. the right use and combination of these tools through various media has promoted brand image, thereby causing visibility which in turn affects the reputation of that organization.
- Explains that the study will focus on airplanes. there are various brands of airlines that run in nigeria.
- Explains that integrated marketing communication is the use of marketing tools, promotional strategies, and advertising to achieve the objective of a marketing campaign.
- Explains that sales promotion gives incentives to distributors or consumers to stimulate sales. there are consumer oriented and trade-oriented activities.
- Explains that public relations is the creation and sustainability of a mutual relationship between an organization and its various publics.
- Explains that integrated marketing communication takes into account every possible way you and your audience can interact with each under and their message can be understood by them.
- Explains that aviation involves designing, production, operation, and use of aircrafts. modern era of aviation started with untethered human lighter than air flight on 21 november, 1783
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In this essay, the author
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- Analyzes how marketing communication mix contributes to marketing performances, as well as increase the productivity of the business.
- Explains that marketing communication mix is a method of complex effective measures, approaches, and techniques, where the information and the details about the products and services that the firm delivers reach its final users.
- Explains that communication mix is the link between the organization and its customers in today's world. companies employ it to increase sales effectiveness and build a relationship with customers.
- Explains the importance of marketing communication mix in the service industry. advertising and personal selling play an effective role in attracting and reaching targeted audiences.
- Explains that marketing communications identifies the critical role that companies take place in the marketing environments and the degree of influence that organizational factors can have on the customers' minds. public relations refers to two-way communication, which brings the brand into focus with the key audiences and contributes brand experience.
- Explains that the marketing communication mix is a powerful model because it enables marketing activities to be easier to handle and separates them from other activities done by the company.
- Explains that retailing is the last part of the supply chain, and it's the link between suppliers and customers.
- Analyzes how e-retailing and supermarket retailers use advertising and direct marketing to promote their goods and services, while supermarkets focus on providing a variety of food and beverage products.
1838 wordsRead More - Marketing Management in the Digital Ageargumentative essayWiner, 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
In this essay, the author
- Argues that marketing management faces many challenges, including globalization, intense competition, ethics and sustainability, speed and responsiveness, the digital world and diversity.
- Opines that customer engagement should be the word of the day. they recommend enlisting loyal customers as brand ambassadors, understanding the social footprint of users, and monitoring the terms consumers use to categorize their brands.
- Explains that a company may feel they need to use every form of social media to market their product/service, but that may not be the case.
- Suggests that management foster a new culture of digital use and relax the hierarchical distinctions among employees. they also suggest that companies try to hire and retain employees with the skills necessary to work in social media and data analysis.
- Cites aghaei, nematbakhsh, & farsani, h. k., and daft, r. l.
1052 wordsRead More - Analysis Of Coca Cola's Marketing Strategyexplanatory essayMessaging 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
In this essay, the author
- Explains coca cola's clever marketing plans, such as'share a coke and smile' campaigns, and the #shareacokeza campaign in south africa.
- Explains that choosing the right agency is important for the success of the entire campaign. the film company velocity films is the minds behind the telkom freeme ad.
- Explains the importance of communication, including goals, audience, messaging, creativity, channel selection, and measurement.
879 wordsRead More - Product Placement In Marketing Communicationexplanatory essayIt 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 ...
In this essay, the author
- Explains that screen placement is a visual type of placement and simply consist on placing brand in the scene of the movie or television programme.
- Explains script placement as a verbal type of placement. a product is cited in the dialogue of the film or tv programme.
- Explains that classic placement consists in making a product or brand appear prominently on the screen.
- Explains that in the case of evocative placement, the brand does not appear and it is not mentioned clearly on the screen.
- Explains that product placement has become more prevalent in recent years due to changes in the way viewers are watching television and the advent of new technologies.
- Explains the different interpretations of marketing communications, including awareness, persuasion, and customer experience. the five main marketing communication tools are advertising, sales promotion, public relations, direct marketing and personal selling.
- Explains that product placement is a very recent promotional technique, but it made its first appearance in one of lumierè brothers films in 1896, the "défilé du 8iéme bataillon".
- Defines product placement as the paid inclusion of branded products or brand identifiers through audio and/or visual means, within mass media programming.
- Explains plot placement is the combination of visual and verbal, a brand or product becomes part of the plot. lehu distinguishes four types of product placement: classic, corporate,
- Explains that stealth placement is so well integrated into the scene that it appears almost natural. every country has its own regulations and legislation on how product placement can be used in tv and movies.
- Explains that the us is the largest and fastest growing market for product placement; the country does not ban brand placement and the federal communications commission have in place rules regarding this subject since 1927.
- Explains the regulations that control product placement in programmes in the uk are recent and, before 2011, it was prohibited.
- Explains that a product placement is effective if the audience remembers the brand or product and associates it with certain emotions and feelings. marketers and advertisers need to take in considerations of consumer behaviour theories.
- Explains that consumer behavior studies the processes that are involved in the decision of a person to purchase, use and dispose of the product.
- Explains how balasubramanian, karrh and patwardhan (2006) developed a model that includes four key elements that have an impact on the efficacy of product placement.
- Explains that prominent placements have different effects on consumers' memory and brand attitudes. american consumers prefer product placement in films to traditional advertising.
1751 wordsRead More - The Importance Of Marketing In Marketingexplanatory essayBridges 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
In this essay, the author
- Explains how the integrated marketing and communication concept helps marketers deliver a consistent message to consumers.
- Opines that only a handful of companies in cameroon understand the place of marketing and communication in business.
- Explains that technology is the backbone of the economy sustainable economic growth and a changing media landscape is an opportunity for businesses to earn more revenue. advancement in technology has drastically reduced the cost of marketing and increased the number of mediums for marketing communication.
- Explains promotion mix is the harmonization of marketing elements like advertising, personal selling, sales promotion, direct marketing, telemarketing, public relations, and direct response advertising to work efficiently.
771 wordsRead More - Goals of Advertisment and Public Relationscomparative essayAdvertising 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...
In this essay, the author
- Explains the goal of marketing communications: to reach a selected or target audience in order to affect its behavior. the success of communication depends on the nature of the message, the audience's interpretation, and the environment in which it is received.
- Proposes two models of theory for effective advertising for bodyfits: the aida model and the innovation adoption model.
- Explains how the advertising strategy for bodyfits can be successfully developed.
- Explains that advertising is classified into target audience, geographical area, medium or purpose, and a segment can be defined in detail to match its specific target market.
- Explains that to achieve these results a marketing communications mix must be selected from the following major elements: advertising, public relations, sales promotion, personal selling and direct marketing communications.
- Explains that different print and electronic advertisements could be designed for the above-mentioned target audience.
1522 wordsRead More - The Importance Of Integrated Marketing Communicationexplanatory essayMarketers 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,
In this essay, the author
- Explains that communication is important in the process of sharing thoughts and messages with others. naeem (2013) describes communication as a paste that maintains its combination with the channel of distribution.
- Explains holm's communication theory as one of the many influential reasons organizations need to communicate. the communication process is crucial in marketing communication.
- Explains that communication design is the process of creating, designing, or analyzing approaches to communication that will accomplish particular goals or values.
- Explains that communication design is likened to a lens that helps to place attention where it may be difficult to do in certain situations.
- Explains that marketing communications symbolizes the collection of all elements in a brand's marketing mix, which promotes exchanges.
- Explains integrated marketing communication (imc) in the late 1900s. it is an idea of marketing communication planning that incorporates and analyzes the role of diverse communication discipline.
- Explains gurău's definition of integrated marketing communications, which is based on management of all types of marketing communication, brand placement, how messages are delivered, and analysis of resources to reach a wider audience.
- Explains that integrated marketing communication is important for several reasons. it can have an encouraging and productive impact on communication, creativity, and lead to consistency in communication.
- Explains that the developmental process consists of many stages, including planned co-ordination, clarifying the scope of marketing communication, applying information technology, and using strategies for business.
1425 wordsRead More - Importance Of Communication Mix In Marketingexplanatory essayAccording 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
In this essay, the author
- Explains that communication mix is an arrangement of tool where a business can use to convey and communicate successfully the advantages of its good or services to its client.
- Explains that type of product is one of the factors that company need to recognize before they launch the communication mix. advertising is made by non-personal means such as paid media, where the source came from identified sponsor.
- Explains that advertising and personal selling play an important role in the second and third stages of a customer's life.
- Explains that personal selling is crucial for sellers in order to boost up their sales and profit.
- Explains the four stages of product life cycle, which are introduction, growth, maturity, and decline.
1462 wordsRead More