Got a tricky question? Receive an answer from students like you! Try us!

Marketing communication mix - Assignment Example

Only on StudentShare
High school
Author : skuhn
Assignment
Marketing
Pages 11 (2761 words)

Summary

The focus in this paper is on marketing communication mix, a subset of marketing which involves a combination five aspects of marketing goods and services. These are sales promotion, advertising, direct marketing, personal selling and public relations…

Extract of sample
Marketing communication mix

The present study would focus on integrated marketing communication as a plan of marketing which links the communication function with the components of marketing and it aims at informing and persuading potential customers to buy goods and services. In addition to the promotion elements of marketing, the integrated marketing communication mix may use online tools in the developing a clear message and passing it to the consumers so that they can be persuaded to purchase and use a specific product or service. Finne and Gronroos say that the product within the marketing mix is the goods or services that a company provides. In marketing communication, companies aim at creating awareness to the consumers of the products on their availability and qualities. The price represents the cost of the products and this includes specific features of the price such as discounts. The price of a product influences the willingness of the customers to purchase and consume a good or service. Within the marketing mix, the place represents where the consumers can obtain the product to satisfy their needs while promotion is the process of telling consumers about the product using various strategies to convince the consumer to perchance and use the good or service. Therefore marketing communication mix is the marketing of a company’s services and goods to the consumers with due considerations of the Ps in marketing because they are closely related in determining the success of the marketing strategy in general. ...
Download paper

Related Essays

Effectiveness of Marketing Communication Strategies and Technologies
It is evident from the study that a well-designed and thoroughly crafted marketing communication strategy can provide a definite competitive advantage to an organization. If we look at the prevailing corporate scenario, we can conclude very amicably that there are numerous instances where a certain product failed because it was introduced in the market through an ineffective marketing strategy. The Russian automobile products are the classic examples in this regard. They fail in the market just because of their weak marketing communication strategies. It is very essential to understand the…
8 pages (2008 words)
marketing communication
Marketing communications aid in defining the relationship of a firm with its customers. Marketing communication, as an organisational unit, emphasises the strategic significance of such communication as well as its lasting impact upon consumers. The models of communication can assume a predictive guide though recognition of the unpredictability and autonomy of the consumers is the most important outcome (Varey 2002). It is essential for effectiveness in the use of the various resources allocated to the tools of marketing communication. For achievement of this, a comprehensive understanding of…
12 pages (3012 words)
Topic Development of an Integrated Marketing Communication Mix Strategy
This report mainly deals how HP would implement its Integrated Marketing Communication mix strategy in Russia and achieve success. HP is well known for its innovation thus applying its innovation strategy HP can lead the Russian IT industry. The report starts with an introduction on IMC, carried on by market and literature review. The research methodology used for this report is primary research; the technique is described broadly in research methodology. The next part is an analysis and discussion on the marketing strategies specifically the IMC strategies that HP should take up in order to…
10 pages (2510 words)
Enhancing the Effectiveness of Marketing Communication Mix for Fiat 500
Maintaining consistency in marketing messages in an era of information democracy with a judicious mix of old and new media to presents more visibility cheaply while pointing to an interactive website that helps consumers make their mind is the way to go for the Fiat 500. An advertising message that highlights the unique capability of the Fiat 500 to upgrade to an electric car delivered on billboards outside of retail stores, on buses and outside of underground stations will present heightened consumer interest cheaply to enhance the effectiveness of the marketing communications mix. Consumers…
8 pages (2008 words)
Creating Marketing Plan for Online Service
The growing popularity and expected growth with online e-commerce and services offers even more opportunities for creating the right marketing plan for the online service. Tools for Marketing The first approach taken for the online marketing plan is based on growing in search engines. On average, 48% of individuals find the online services by looking at search engines. The approach taken is to build a strong online presence through Google, Yahoo and MSN, the three leading areas that are able to provide opportunities for searching online. The approach to creating a presence on the Internet…
4 pages (1004 words)
Comparative analysis of integrated marketing communications mix strategy for Mobile Services Providers: Vodafone vs. Your Chosen
Two major players, Vodafone and Virgin mobile have been selected for competitive strategy analysis. The major marketing strategy followed by Virgin mobile is cross-selling of mobile services to the existing base of customers. Vodafone, on the other hand, is engaged in luring new customers through various innovative campaigns, strategies and initiatives, apart from maintaining its current base of customers. With the help of the above analysis, marketing communication mix strategies will be developed for the competitor brand with the objective of increasing their competitiveness. The various…
12 pages (3012 words)
"Comparative analysis of integrated marketing communications mix strategy for Mobile Services Providers: Vodafone vs. Your Cho
Literature shows that the use of external agents and a shift away from mass marketing are the key trends. The brand equity framework model was critical in understanding how integrated marketing mix communications ought to take place. An analysis of the two groups reveals that Vodafone has a preference for mass markets, rebranding its messages, conveying a strong positioning marketing and allocating a large budget for marketing communication. Conversely, Virgin mobile has a smaller budget and seems to prefer the use of personal marketing channels. It was suggested that the narrowness of the…
11 pages (2761 words)