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BUS FP3030 McAndrewVanessa Assessment6 Attempt1

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Running head: PROMOTIONAL ANALYSIS 1
Promotional Analysis
Vanessa McAndrew
Capella University

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PROMOTIONAL ANALYSIS 2
Introduction
Marketing and communications are vital aspects of any product's promotional campaigns.
However, an integration of the two produces a formidable combination that ensures the eventual
sales influx of the product or services. The former aspect deals with introducing the product to
the market and subsequently convincing the target customer to engage in it instead of engaging
in the competing products within the same market. The latter, on the other hand, deals with
modes of relaying to the market the merits of dealing with the product. It focuses on the
information bit of promotion. Integrated marketing communication, therefore, refers to the
approach preferred in promoting the product in the market most effectively at the minimum cost
possible.
How integrated communications strategy translates to a company's economic success
Unlike traditional models that handled the different aspects of promotion separately, the
integrated approach envisions a model that incorporates advertising campaigns, direct marketing,
press relations and sales promotions. This model promises guaranteed promotional results as the
prospective clientele are treated to information about the product at their conveniences. The
company advertises its products and infuses the advertisements within their communication
channels. This model provides the advantage of enabling the company to receive feedback from
the market. These prospects and comments, if converted into sales, translate into the ultimate
economic success of the enterprise (Luxton et al, 2015).
Communication strategy analysis: Hewlett-Packard
Hewlett-Packard (from now on referred to as HP) has established itself as a leading IT
company among the big global players in the market. Initially, HP banked on its reputation as a
company obsessed by innovation and progress, to the point that it overlooked the aspect of

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Running head: PROMOTIONAL ANALYSIS Promotional Analysis Vanessa McAndrew Capella University 1 PROMOTIONAL ANALYSIS 2 Introduction Marketing and communications are vital aspects of any product's promotional campaigns. However, an integration of the two produces a formidable combination that ensures the eventual sales influx of the product or services. The former aspect deals with introducing the product to the market and subsequently convincing the target customer to engage in it instead of engaging in the competing products within the same market. The latter, on the other hand, deals with modes of relaying to the market the merits of dealing with the product. It focuses on the information bit of promotion. Integrated marketing communication, therefore, refers to the approach preferred in promoting the product in the market most effectively at the minimum cost possible. How integrated communications strategy translates to a company's economic success Unlike traditional models that handled the different aspects of promotion separately, the integrated approach envisions a model that incorporates advertising campaigns, direct marketing, press relations and sales promotions. This model promises guaranteed promotional results as the prospective clientele are treated to information about the product at their conveniences. The company advertises its products and infuses the advertisements within their communication channels. This model provides the advantage of enabling the com ...
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