Reflection On Marketing Communication

At first when I saw the course outline contains Applied marketing communication course, I felt good because it is the field I like the most in marketing, though I still need to learn more, to increase knowledge. The word ‘applied” made me happier, because I pictured ourselves applying marketing communication effectively. At first we studied only theories and it was only a part of course. But now we study it a course (independently) and we are applying it. I have to go through books and learn more about it, in doing so, I came across this interesting book (to me), shown above. The book has a lot of information as far as marketing is concerned, but it has this amazing part explaining about marketing communication.

So I can use the two (marketing communication and promotion) interchangeably. The other three Ps are product, price, and place. It encompasses a variety of communication disciplines which are, advertising, personal selling sales promotion, public relations, direct marketing and online marketing including social media, in combination to provide clarity, consistency and maximum communicative impact. All the forms of promotion mix mentioned above each offers a different means to connect with the target audience. Their integration provides a company/ business with the best means to reach the target audience with the desired message and it enhances the value story by offering a clear and consistent message. Please don’t get confused, communication is a process, and in marketing is all about communication between a company and target customers, therefore it has components which together form a process. The components are; the sender, the transmitter, encoding, the channel, the receiver, and Feedback loop. Oh! Don’t worry; I am going to make you understand them

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. I should remember that; a customer makes judgments about whether to take the next step in the process. It means I should make my customer go through the whole process and buy my product/service. Customers usually, think, feel and do (it may not follow the order). If I fail to do so it means all the efforts I made to communicate are