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Running head: MARKETING COMMUNICATIONS Insert Name Insert Grade Course Insert Tutor’s Name 14 January 2012 Outline Introduction Capabilities of advertising Limitations of advertising Recommendations Conclusion Marketing Communications: ‘Paragon Software Ltd’ Introduction In order for an organization to be successful in sales, it has to create awareness of its products to the potential customers.
Marketing communications involve creating a message that is used in the marketing tools. Baker, Graham and Harker (1998, p.348) indicate that, marketing communication comprises of promotional activities for a product or service. In addition, marketing communication communicates the benefits of a service or product, and as a result, a consumer is able to weigh the options and choose wisely. Paragon Software Limited has been experiencing a decline in sales, which has promoted the CEO to implement an advertisement campaign worth ?100,000 on trade publications. However, as the company’s sales director, I feel there is need to change our marketing communication strategy, as advertising alone cannot generate sales. The following report will explain the capabilities and limitations of advertisement as a marketing communication vehicle. Recommendations on how advertisement and other communication tools can be employed in order to increase sales will be discussed as well. The Capabilities and Limitations of Advertising as a Marketing Communications Vehicle Capabilities Advertising is one of the marketing communication tools, reaching geographically dispersed public. ...
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