Marketing Communication Project for Abbey National - Essay Example

Only on StudentShare

Extract of sample
Marketing Communication Project for Abbey National

The appropriate promotional product mix is chosen. The guidelines of evaluation and control of the campaign is prepared.
On COST, but not on PRICE: The term 'Customer's cost' is very essential. It is not the price what customer pays, but the value of the product and services customer has to delineate to acquire the product / services he /she is getting. Whether the customer is getting the value for money
On COMMUNICATION but not on PROMOTION: The emphasize is on Communication. There is no place of product or service promotion. The buying decision of a customer no longer depends only on the product or services offered. It also depends on various other factors like company reputation, it's standing in public image etc. Communication is the most essential aspect in achieving this goal. The communication process should be a two way process involving the customer for feedback.
As per the American Association of Advertising Agencies, the IMC can be defined as "a concept of marketing communication planning the recognizes the added value of a comprehensive plan that evaluates the strategic role of a variety of communication disciplines e.g. ...Show more

Summary

The emergence of Integrated Marketing Communications has become a significant development in the field of Marketing since 1990s. It has created deep influence in thinking and actions of companies and organizations in their search for tools to face the realities of hard competition in a globalized economic environment.
Author : zackeryhartmann
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"Marketing Communication Project for Abbey National"
with a personal 20% discount.
Grab the best paper

Related Essays

Integrated Marketing Communication Project
The designed questionnaire was taken to the chosen set of respondents who were necessarily consumers who had purchased an Apple product. In response to a question on the main aspects that influences brand evaluation by the customers it was observed that the main aspects that influences them.
10 pages (2500 words) Essay
Integrated Marketing Communication Project
In this regard the aspect of customer relationship management has gained widespread importance among the business organizations towards maintaining a cordial relationship with their existing customers. Organizations are leveraging the benefits of information technology to maintain favourable relationships with their customers.
4 pages (1000 words) Essay
Managing Internationally
Managing Internationally Student Name Course Title Date Managing Internationally Issues and Concerns in Tombow The case of Tombow Pencil Co., Ltd, a pencil manufacturing company typifies the common concerns and issues encountered by organizations, whether operating locally or internationally.
3 pages (750 words) Essay
Marketing Communication
As the mobile market becomes expansive with the key players being Vodafone, T-mobile, O2, Orange and Virgin among others, firms have realized the need to emulate IMC to reach their customers in the global market. This paper identifies various marketing strategies and slogans that Vodafone adopts thus making it attain a competitive edge in the telecommunication industry.
10 pages (2500 words) Essay
E-commerce Issues for Small Business
According to the report there are different forms of electronic business starting from automated data collection systems to inventory management systems, electronic data interchange, online transaction processing, Internet marketing, supply chain management and electronic funds transfer. This form of business is able to reach a global market.
41 pages (10250 words) Dissertation
Marketing Communication Essay
the context, the sender, the message, the medium, the receiver and the feedback. In the organisational context, communication can be classified as upward, downward or lateral. The objective of communication is attained only when the receiver successfully decodes the message in its truest sense and provides feedback to the sender.
13 pages (3250 words) Essay
N/A
This involves motivating employees, developing new dishes and experiences and working towards the general reputation of the company. A bachelor’s
1 pages (250 words) Admission/Application Essay
National Consensus Project
The probate process is also psychologically detrimental to the patient’s friends and family because it ties up the property for a long time. It is frustrating for the deceased’s
3 pages (750 words) Term Paper
Find out how much would it cost
to get a custom paper written by a pro under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
YOUR PRIZE:
Apply my DISCOUNT