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Advertising and promotion

536). When it comes to a marketer, one of the most important aspects of his business function is value creation through the products or service that he is selling, and it is critically important that the value he created should be communicated to the proposed customers. The messages a marketer has to communicate may vary from firm to firm. It may be about the features, price and other significant elements of the product or service. Marketing communication is a collective term for all different types of messages that are used to establish a brand. The various communication modes are; 1- Advertising: It is non-personal presentation and promotion of ideas, goods or service by the marketer. Advertising is generally defined as spreading of information. 2- Sales Promotion: It involves variety of short-term incentives to encourage trial or purchase of a product or service. 3- Events and experiences: these are company-sponsored activities or programs designed to create brand related interactions, 4- Personal selling: That is face-to-face interaction with one or more customers for encouraging the purchases. 5- Public Relation: It involves programs designed to promote a product or service, 6- Direct marketing: It is the use of mail, fax, telephone, internet etc to communicate with customers to make them aware of and to promote to purchasing a product or service (Duncan, 2004, p. 7- 12). The Process of Marketing Communication Communication is transmitting, receiving and processing the information. When it comes to the marketing communication, the marketer or communication agency that has been assigned by the marketer attempts to transfer an idea...
The intention of this study is marketing communication as basically a marketing function by which business firms attempt to inform, persuade and remind consumers about the products that they want to sell to them. When it comes to a marketer, one of the most important aspects of his business function is value creation through the products or service that he is selling, and it is critically important that the value he created should be communicated to the proposed customers. The messages a marketer has to communicate may vary from firm to firm. It may be about the features, price and other significant elements of the product or service. Communication is transmitting, receiving and processing the information. When it comes to the marketing communication, the marketer or communication agency that has been assigned by the marketer attempts to transfer an idea or message to a receiver in a way that the receiver will be able to process the information being communicated to him. Though generally the marketer is the main source for giving the advertising or conducting the promotion activities, more often them marketing department is looking for an agency or organization that can help them in advertising and promotion. Advertising and promotion industry consist of large numbers of organizations such as Television channels, radio stations, new paper companies, film companies, websites and other firms that facilitate bulleting or digital billboard advertising etc. ...Show more

Summary

This research paper explained theoretical perspectives of marketing communication and its importance in today’s marketing environment. Advertising and most importantly the integrated approach to promotion are found to have helped many companies in helping them achieve sustainable competitive advantage. …
Author : langeverett
Advertising and promotion essay example
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