Principles of Marketing Communications - Essay Example

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Principles of Marketing Communications

The current marketing communication campaign of IKEA can be regarded as an effective strategy for building long-term loyalty and relationship among its customers. Though marketing communication is an age-old concept, its strategies and implementation techniques are evolving as customer demands and preferences are changing. It is no doubt that the marketer has shifted from product marketing to customer marketing and ultimately to relationship marketing (Kitchen and Li, 2005). In order to create long lasting relationship with customers, it is important to send messages which are creative and offer more than just products or service. As a result, organisations are increasingly trying to attract customer attention offering service which helps them to improve their overall quality of life. Creating advertisements and campaigns with a social propaganda has become one of the major trends among big and successful firms (Balmer and Gray, 2003). The same concept has been implemented by IKEA in its current brand campaign where the objective is to encourage children and adults to spend more time together. It can be at home doing activities such as, baking, cleaning or simple relaxing, apart from playing and making merry. As a result, the organisation upheld a three minute documentary of a particular family created by the mother. The idea was to send customers the message that IKEA understands how individuals stay at home and various challenges that they face especially when it comes to working at home. ...Show more


The objective of the current essay is to analyse a marketing communication campaign. The research will include assessment of the approaches and techniques used in the campaign in order to attract customers and retain constant communication channel. …
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