This approach totally focuses on the consumers which help to provide a new and different view of planning, developing and implementing a program for marketing communication typically known as IMC approach. Through this approach the organizations could acquire knowledge through understanding consumers and certainly accommodate the effective means for implementing communication and marketing. Marketing relations helps in building frequent conversations between stakeholders and organization and that result in increased trust (Shank, 2014). Communication, therefore, builds a rapport that is very profitable in retaining clientele. It also offers unique ways through which planning can be made because its operation is backward.
These are called integrated marketing communication (Přikrylová & Jahodová, 2010). Integrated marketing communication is the concept of marketing communication systems, which provides a logical and synergistic whole (Pavlů, 2005). The essence of IMC process is to combine the communication mix elements into a unified whole and make sure that the brand positioning in the market, product features and also the message to be conveyed will be systematically included in each element of the communication
INTRODUCTION Marketing is a method of informing a product or service value to consumers in order to sell the said product or service to the end consumer. Marketing can be viewed as one of th e important functions in an organization. Marketing involves step-wise procedures of generating a product value, communicating and reaching out the value to the consumers. Marketing also leads to customer relationship management, which is vital for any organization. Marketing also involves other factors such as target markets, market segmentation, buyer behaviour and others.
1.1 Introduction to Integrated Marketing Communication Before defining Integrated Marketing Communication (IMC) as a whole concept, one must first understand what the individual ideas mean; ‘Integrate’ according to Merriam Webster dictionary means “to form, coordinate or blend into a functioning or unified whole” and also “to end segregation of and bring into equal membership in society or an organization”. ‘Marketing’ also according to Merriam Webster dictionary is seen as “the process or technique of promoting, selling and distributing a product or service”. ‘Communication’ is “the act or process of using words, sounds, signs, or behaviors to express or exchange information or to express your ideas, thoughts, feelings etc. to someone else”
Firstly an advertising communication strategy has to provoke an emotion in the possible consumer when sending out a message about the product. Secondly once this emotion has been created, you want your potential customer to think about what you have to say, and the third objective is that you want them to take action such as purchasing your product. (Alisa Burris; n.d.). When we look at PR and communication strategy in an organisation, we can say that PR is responsible for promoting an organisations activates and releasing them to the public, they need to communicate a positive outlook on an organisations image and give an
Sometimes I intend my message to be received and perceived in a particular way but it turns out to be different from what I planned. Now, communicating to the customers is not enough and it doesn’t mean they will buy our products/services. We should understand how marketing communication work in a way that it will move them towards a series of steps through which they will take actions. My book has explained one of the models called AIDA model. The model suggests that, Awareness leads to Interest, which leads to Desire, which leads to Action.
INTRODUCTION TO MARKETING Marketing is a process of communicating the value of product or service to customers, for the purpose of selling the product or service. It is a critical business function for attracting customers. From a Societal point of view, Marketing is a link between a society’s material requirements and its economic patterns of response. Marketing satisfies these needs and wants through exchange processes and building long term relationships. It is a process of communicating the value of a product or service through positioning to customers.
On the contrary, business to business sales promotion are not so extensive. Through sales promotion, the marketers want to make customer to action. One of the most important type of sale promotion is the trade shows, while it can also be achieved through trade in, price reduction and free
Objective of sales promotion - Create product awareness Various sales promotion techniques are highly effective for the first time to expose the products to customers. Sales promotion technique can serve as key promotional components in introduction stages of new product life cycle. Besides that, one the efforts that to create the product awareness, sales promotion techniques actually possess the additional advantages of obtaining customer information at the
ACTIVITY 3: ANALYSIS OF MARKETING COMMUNICATION STRATEGIES Marketing communication strategies address the issues of how (Processes, activities) when (stages of the marketing-mix) and to whom (target market & audience) a company might want to sell or advertise its products or services. They are the staple of an organisation competitive positioning as they directly or indirectly persuade consumers, by either changing their perception of a brand, or persuading them to purchase a product or service. Effective communication strategies will make sure that the right messages are conveyed to the right audiences through the right channels. The marketing mix of a company or the 4 P’s (product, price, place promotion) aims to directly or indirectly