StudentShare solutions
Triangle menu
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Marketing communications - Essay Example

Nobody downloaded yet
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. ...
First, advertisement enables the brand name to be well known among consumers; indeed, organizations practically advertise their products for several reasons - increasing their sales, meeting certain target, and attracting more customers among other reasons. The continuous repetition of a company’s product may create trust from the audiences. Generally, marketing effectiveness is dependent on communications effectiveness. A market is comprised of information flows. The manner in which a buyer perceives the seller’s market offers is heavily influenced by the amount and kind of information he or she has about the product offering, and the reaction to that information. Marketing relies heavily on information flows between the seller and the potential buyer; as a result, the market is filled with many organizations that use marketing communications. Therefore, marketing communication is probably the most preferred form of marketing activity that affects everyday life. Advertising is cost effective, since it reaches many audiences; nevertheless, advertising involves huge spending. According to Frankenberger and Graham (2004, p.18), advertising is capable of creating an asset through influencing the organization’s future cash flows, and as a result, guaranteeing benefits in the future. Therefore, despite the high expenditures on advertising, the possibility of future high earnings is high. Needless to say, persuasive advertisement builds an image for an organization, and as a result, increasing sales simultaneously. Quinn (2012) adds that, advertising in a daily or weekly newspaper is beneficial, as it targets different types of customers in a section related to an organization’s operations. In addition, newspapers can be reviewed after some period, and as a ...Show more
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Marketing communications Essay Example | Topics and Well Written Essays - 2000 words”, n.d.)
Retrieved from https://studentshare.net/marketing/5746-marketing-communications
(Marketing Communications Essay Example | Topics and Well Written Essays - 2000 Words)
https://studentshare.net/marketing/5746-marketing-communications.
“Marketing Communications Essay Example | Topics and Well Written Essays - 2000 Words”, n.d. https://studentshare.net/marketing/5746-marketing-communications.
  • Cited: 0 times

Summary

Running head:  MARKETING COMMUNICATIONS Insert Name        Insert Grade Course Insert 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
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"Marketing communications"
with a personal 20% discount.
Grab the best paper

Check these samples - they also fit your topic

Marketing Communications
Approach of IMC used 8 Challenges of IMC tools 9 Recommendations and suggestions for future use of IMC 9 Conclusion 10 References 12 Abstract This paper has been written to enhance the practical knowledge of integrated marketing Communication usage in today’s world.
9 pages (2250 words) Essay
Marketing Communications
em-solving behavior’ for it is difficult to assess those goals toward which consumers strive and the processes through which they seek to attain these goals. To analyse consumer attitudes towards a particular product, it is essential to focus mainly on the goals that consumer
7 pages (1750 words) Essay
MARKETING COMMUNICATIONS
(Chris Fill, Second Edition). Marketing communications can be used to persuade target audiences in a variety of ways. (Waller 1996). Within markets exchanges,
24 pages (6000 words) Essay
Media, Stereotypes & the Perpetuation of Racism in Canada
This is a qualitative research hence no numbers or graphs are included. It is an exploratory research which is based on the analysis and observations of published literature (i.e. secondary resource) hence the numbers, graphs and other
16 pages (4000 words) Essay
Marketing communications
Despite that, no marketing strategies have been yet applied to influence the buying behavior of these so called ‘average bloke’. Marketers have still not defined these people in any target market category, and
10 pages (2500 words) Essay
Marketing Communications
eals with the brief case studies of three different organizations from the same industry, on use of IMC campaigns, their selected target markets, campaign ideas, tools, themes and comparison of the three companies. The whole essay clarifies the concept of integrated marketing
9 pages (2250 words) Essay
MARKETING COMMUNICATIONS
practices of advertisement, brand language, branding, marketing, direct marketing, packaging, graphic design, publicity, promotion, public relations, sponsorship, sales promotion, sales and online marketing are generally known as marketing communication managers, or marketing
6 pages (1500 words) Essay
Marketing Communications
Marketing strategy is made with the purpose of deciding the kind of customers to whom marketer wants to sell a particular product. In broader term, such range of customers forms the target market and a marketer’s job is
13 pages (3250 words) Essay
Marketing communications
This report found out that by 2018, over 77% of UK adults will be using Smartphones. Currently, 61% are using them and over 37% teenagers are users of the said gadget. The two groups do not use the gadget for the same purpose, as one was more
11 pages (2750 words) Essay
Marketing communications
The prime purpose of the essay is to explain marketing communication, two step Communication model and basic Communication model. According to Towne and Adler, communication is described as a process which initiates when one
3 pages (750 words) Essay
Comments (0)
Click to create a comment
Let us find you another Essay on topic Marketing communications for FREE!
Contact us:
+16312120006
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us