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Essay example - Marketing Communication Activities
Pages 13 (3263 words)
This essay describes the marketing communication, that is all messages and activities geared towards informing, influencing and persuading the consumer to buy a product or service. The researcher analyzes the different forms of fragmentation and examines the Ford Motors as example…
Extract of sample
This essay starts by analyzing how different forms of fragmentation such a media and audience affects the marketing communication landscape in a theoretical perspective. It then examines how Ford Motors company is responding to the recent changes having been brought about by media and audience fragmentation, as well as restricted budgets. It is stated that marketing is indeed a very important activity that no company can do without. This is because it is through marketing that consumers are informed and persuaded to buy the products offered by a company. Without marketing probably targeted consumers may not know of the existence of a product or services offered by a company. However, the growth of the digital media in recent years has impacted hugely on the various traditional marketing communication modes adopted by different companies for reaching out to the audience such as TV, radio, and newspapers. This is because the growth of digital media has resulted in media and audience fragmentation, which have shaped the marketing communication landscape. In this regard, the emergence of new media forms such as the Internet and PVR has shifted advertisers from the traditional modes of advertising because few people still rely on these traditional media for information. This has forced many companies to respond appropriately to changes in order to remain relevant and competitive as has been witnessed with Ford. Certainly, it’s an appropriate response has made it remain one of the giant automobile companies in the U.K. ...
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