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Name: College: Course: Instructor: Date: Marketing Communication Introduction According to Clow and Baack (2007), marketing communications entails all the messages as well as related media utilised in communicating with a market. It consists of promotion aspect in the marketing mix of four Ps: place, price, product, and promotion.
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 the process of strategic planning of marketing communications is necessary. The most relevant issues entail the marketing communication tools’ role in influencing the choices of brands and how such brands could be effectively used in delivery of promotional messages. It is also relevant to understand how firms can identity the most effective media strategy to enhance maximisation of the population of the reached target audience and also boost the potential of processing and acting upon such communication messages (Kimmel 2005). This paper is designed to offer the JD Sports Shop with fundamental framework of engaging in marketing communication in its efforts of promoting its performance during the London 2012 Olympics. ...
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