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Marketing Communication Approach - Essay Example

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Marketing Communication Approach

There are various communication channels that any organization may use for corresponding with the consumers, investors, suppliers, social activist groups and media groups. These channels range from advertising, trade promotions, consumer promotions, event marketing and sponsorship, personal selling and publicity & public relations. The news release publication is concerned with and falls under the publicity and public relations category of marketing communication strategy. The news releases are issued by an organization whenever it has a worth mentioning news, event, or offer to announce publically that catches or is likely to grasp media’s, investors’ or consumers’ attention. These press or news releases are often open for free access to general public and at times these are characterized by restricted access to particular groups because of sensitive details and to secure confidential information disclosure. At times interested parties are encouraged to pay for these news releases to acquire access to valuable information discovery about an organization, for instance; financial news releases. Microsoft’s Marketing Communication Approach Introduction to Microsoft: Microsoft is a multinational public organization, which was founded in 1974 by Bill Gates, and is headquartered in America. The company operates in IT industry and serves consumers globally. Microsoft’s marketing offers comprise of a wide range of products which falls under the categories of operating systems, hardware devices, software applications, business solutions, developers and IT pro products, and miscellaneous products that comes from diverse orientations. The company’s moves exhibits fierce competition focused vision and strategic agenda for its business activities. It started as an operating system developer for IT industry but now the company has diversified and extended its operations across so many product categories. Recently Microsoft has launched mobile operating system as windows phone and has entered into PC vending market to leverage its brand reputation and give tough time to the competition. Marketing Communication Approach: Microsoft’s marketing communication approach, as reflected by the news releases and ads archives at the organization’s official website, is characterized as being overwhelmingly product oriented. The company has published around 28 news releases during the month of July this year; dated from 2nd to 30th July. These news releases primarily feature novel and latest product updates or launches across the various Microsoft product portfolios. These press releases also feature news pertaining to Microsoft’s patents and special agreements with business partners; financial reports and quarterly results of company’s progress; investment and investor news; mergers and acquisitions, acknowledgement and announcement regarding opening of new Microsoft office; Microsoft’s accomplishments; and also shares other news concerning internal happenings and affairs at Microsoft. The product featured news releases are preoccupied by updates pertaining to almost all of the products of Microsoft including three news releases about cloud computing technology, one related to consumer products, one about ...Show more
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Running Head: MARKETING COMMUNICATION APPROACH Marketing Communication Approach [Writer Name:] [Institute Name:] Marketing Communication Approach Introduction This paper is written within the context of marketing communications approach. The paper identifies the different approaches Microsoft organization and Apple Corporation have used for marketing communication, by studying their respective press or news releases published at the companies’ official websites…
Marketing Communication Approach
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