The Importance Of Marketing Communication

Every type of organisation communicate with various stakeholders for different purposes i.e. to communicate a new ethical pledge or to communicate a sales promotion to its target audience which is done through the notion of marketing communication. Fill, (2013) define marketing communication as “a process through which organisations and audiences engage with one another. Through an understanding of an audience’s preferred communication environments, participants seek to develop and present messages before evaluating and acting upon any responses. By conveying messages that are of significant value, participants are encouraged to offer attitudinal, emotional responses”. To increase effectiveness of marketing communications is through integrated marketing communications

A pull strategy “…is aimed at encouraging customers to ‘pull’ products through the channel network”, (Fill, 2016). This enables tactics to influence the target audience to shop online and in-store by creating distinctive messages to persuade the consumer to engage with the brand. A profile strategy helps ensure positive associations and perceptions towards Missguided are created. This strategy is best defined as “…focuses an organisation’s communications upon the development of stakeholder relationships, corporate image and reputation” (Fill, 2016). To deliver a profile strategy, a corporate advertising and sponsorships are the pivotal tools. A push strategy is not relevant for Missguided due to the fact they do not use distributors to stock their product. Albeit, a push strategy “…involves the presentation of information to order to influence other trade channel organisations” (Fill, 2013). It is mainly concerned with influencing intermediaries to stock a manufacturer’s product. The strategy chosen will influence, the tools, messages and media used. The marketing tactics is an implementation of the