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Running Head: MARKETING COMMUNICATION
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Marketing Communication
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MARKETING COMMUNICATION
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Marketing Communication
Introduction
The paper presents the theoretical concepts and marketing communication development
concept. It will explain marketing communication, its importance and nature description, and its
type of efficiency and instruments. Designing the correct marketing communication mix usually
involves the four ‘Ps’. They are Product, Place, Price and Promotion. Marketing communication
field has to be the coordinating effort towards promotion, the last P of the marketing mix
(Dahlen, 2010).
There is also need of developing stronger advertising and sales messages, which will
easily connect with customers effectively and instantly, highlight the quality of the products and
the brand’s differentiations from other competitors. Marketing communication success greatly
relies on tools combination referred as the promotion mix. The tools involve: Sales promotion,
Advertising, Personal selling, Public relations and direct marketing and are usually used in the
description of business tools that can be used to effectively communicate the product and
services benefits to its customers.
Marketing Communication
This era of emerging mobile technologies and mass communication, organizations are
required the adequately build their marketing communication mix, so that they won’t drown in a
sea of communication. This has to be made within a good interaction relation of the forces and
objects that influence the companies outside management and the ability of its marketers to
MARKETING COMMUNICATION
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establish and as well maintain corporation success to its target customers. Organizations
marketing communication are the measures, methods, and techniques considered complex of
which is information is about, the services, goods or company brand that has to reach its
consumers. Marketing communication has been defined as the means in which firms attempt to
directly or indirectly persuade, inform and as well remind its customers of the brands and
products they sell (Pickton, 2010).
A company’s voice and brands are usually represented by its marketing communication,
because it is the only means through which a company can easily establish a dialog and also
manage to build a relationship. They are usually public communication, unlike the other
communication types such as, biological, technical and transport, which are characterized in the
way the sender and receiver are categorized as individual or as group. They are usually the
propaganda form that influences the audience pre-selected in accordance to response, and in
company’s favorable way.
They are usually achieved through striking and through dosage information transmitting.
Marketing communication primarily has economic objectives of achieving a company’s spent
funds, which tend to be significant in some way or another. Marketing communication also
directs the target consumer efforts through developing and implementation programs that are full
in line to their characters and form of striving them through the brand loyalty preferences and the
general demand (Rossiter, 2007)
MARKETING COMMUNICATION
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Marketing communication presentation elements
In 1953 it is when the term marketing mix was first coined by the American Marketing
Association president. It is until now used in making important decisions that result to marketing
plan execution. Right marketing mix design based on the 4P’s theory has been proposed by
people, programs, processes and performance. However the service marketing 4P’s addresses
different service nature (Ryan, 2011).
Most organizations usually stimulate their customers’ demands through creation and
maintenance of the company’s favorable pictures and an attitude positive towards marketing
communication achievement. The modern companies have been managing communication
systems considered complex, such as electronics. Electronic media and technology advent are
moreover at one hand, making it easier communicating to their customers, while on the other
hand, it places the used instrument requirements. Marketing communication for most reasons has
to be integrated to all its spheres and also fields. Better communication skills and higher media
prices, together with the target groups has passed to its marketing relationship.
Marketing communications has been the marketing mix fourth essential element, that the
company has aimed...