MARKETING COMMUNICATIONS

Marketing Communications



Table of Contents

Part A2

Introduction2

Discussion2

Objectives of Marketing Communications:3

Developing an effectual Marketing Communications campaign:4

Selecting the target audience:6

Conclusion7

Part B9

Overview of the company9

Brand Positioning10

Target Audience11

Creative Approach11

Media Strategy12

Effectiveness13

References15

Part A

Introduction

Conventional models of marketing remain unsuccessful in capturing the complication of present-day consumer behaviours. Mere cause-and-effect tactic could no longer be relied upon as a foretelling guide for markets or consumers. Established models of communication, particularly those that portray communication like a magical shot aimed at the minds of the customer for ensuring compliance with the plans of marketing, are simply not enough. In its place, both practitioners and academics are espousing models that recognize the unpredictability and the autonomy of customers. Of course, communication is necessary in all relationships. Managing and building relationships with customers and consumers entails a direct bearing on marketing communication. Therefore, we can describe marketing communication as the strategic communication that assists in defining the relationship of the organization with customers not just through the type of messages exchanged, but even through the selection of occasion and media for suiting the preferences of their customers (www.openlearn.open.ac.uk). In simple words, it is the 'promotion' part of 'the 4Ps of Marketing' or 'the Marketing Mix'. This section provides a critical review of marketing communications literature, with a focus on the development of an effective marketing communications campaign.

Discussion

It is the duty of the product manufacturer or service provider for establishing a momentous relationship with particular buyers and consumers as a basis for exchange and influence. Currently, products are frequently identical and bear similarity in performance, design and price, i.e. in the context of core benefits to consumers and users; therefore, they need to be distinguished via benefit intensification for attracting consumer and buyer attention when promoted. As a consequence, marketing communications in the present day is much more than announcements of accessibility. Our marketing principles' knowledge and daily experiences depict that communication within the field of marketing much more than updating, as we could observe these activities as brand renewal, image redefinition, consumer targeting, product repositioning, sponsorship, and so on. The task of marketing communications is a set of purposive actions, coordinated and linked to a certain extent. Such actions are merely few of the activities, which take place in a condition, communicate certain influence on the circumstances and are consequently affected by the circumstances in which they emerge (Varey, 2002, Pp. 18-19).

Objectives of Marketing Communications:

The typical objectives of marketing communications include:

Obtaining an order;

Improving the attitudes of the employees towards the organization;

Making specific sales presentations;

Rendering a public service;

Building the image of the organization or product;

Conveying positive information about the marketer;

Setting up appointments for sales people;

Generating sales leads;

Changing attitudes or perceptions of consumers towards an organization or a product;

Eliminating or reducing post-purchase cognitive dissonance;

Increasing retail store traffic;

Reinforcing brand loyalty;

Increasing consumption;

Increasing frequency of purchase;

Encouraging brand switching;

Stimulating trial purchase;

Launching a new product offering, and

Creating awareness of a new product offering (Koekemoer & Bird, 2004, Pp. 23).

Developing an effectual Marketing Communications campaign:

As discussed above the marketing communications is the 'promotion' part of the marketing ...