StudentShare solutions
Triangle menu

Marketing Communications strategies, tactics - Essay Example

Nobody downloaded yet

Extract of sample
Marketing Communications strategies, tactics

However, usually this communication flow is disturbed by the presence of noise or distractions. This results in failed communication.
All marketing communications are carried out keeping a certain objective in mind. These objectives can range from informing the consumer about the product to persuading the consumer to buy the product. (Michael, Gary, Soren and Margrate, 20)
Marketing communication has been used to establish social control in many different areas. It has been especially useful in influencing public opinion for religious and political campaigns. However, before embarking on a communications journey; the marketing mix must be in place for a product. The marketing mix consists of 4Ps, namely product, place, price and promotion. Product refers to the essential feature of the product including packaging, place refers to distribution and where the product will be available while promotion is the element concerned with marketing communications.
For a company to excel, its promotional effort must be in coordination with the marketing. Therefore the advertising, personal selling, sales promotion and public relations must all convey the same message. As a child I was very fond of the movie E.T and the movie went on to become a super hit with audiences all over the world. Kraft foods utilized this opportunity to plan a three-sixty degree approach to marketing its products, teaming up with ET. E.T was featured on all Kraft Foods products across eight product categories, there were E.T related in package premiums in all Kraft foods, sweepstakes were conducted with prizes which included trips to Universal Studios, providing point of purchase stand alone displays to be used by retailers and developing of E.T related television advertisements linking E.T, the sweepstakes and Kraft Foods. Needless to say Kraft Foods became a favourite with E.T lovers all over the world.
IMC however requires an understanding of the target audience, the use of a mix of promotional tools, coordination of all promotional tools and a carefully timed continuous flow of information.
Companies which do not follow the IMC properly often end up confusing the consumer no end and this results in confused positioning of the brand. An example is of Burger King which insisted on using different taglines all the times which confused the consumer no end, thereby the fast-food joint had no clear positioning and gave no reason to the consumer to eat there. (Michael, Bruce and William, 28)
Communications are concerned with products and brands. There is a significant difference between the two. In ancient times branding was known to be the act of burning a mark on the flesh of your sheep to claim ownership. A brand is a set of attributes both tangible and intangible that distinguish one product from another and create a distinct identity for a product. This is how people perceive the same milk with a different name, differently. Volvo and BMW are both essentially cars which have the same function. However to the consumer they are distinguished entities; while BMW is the drive machine, Volvo stands for safety and reliability.
Also significant are the values and personality associated with a brand. Coca-Cola has values such as fun, music and friendship associated with it. While ...Show more


Marketing Communications are all strategies, tactics and activities involved in getting the desired message to the intended consumer. Any medium could be used to communicate the marketing message. Communication of any form consists of certain simple components…
Author : ewolff
Marketing Communications strategies, tactics essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"Marketing Communications strategies, tactics"
with a personal 20% discount.
Grab the best paper

Check these samples - they also fit your topic

E-Marketing: Methods, Strategies and Tactics
Topic: E-Marketing: Methods; strategies and tactics E-marketing can be a rewarding medium of making money. Some of the easy, cost-effective tactics and tools to be used on a website include adding a “buy” button to one’s email signature. An email signature includes information about the product along with a “buy now” button, attached to the product purchase page.
4 pages (1000 words) Essay
Marketing Communications
Apart from this, there are stakeholders called consumers who have the power and freedom to choose from thousands of services and product offerings. The objective of marketing communication is to provide a platform where businesses are able to attract and retain all interested parties and stakeholders are made aware of the value of services and goods offered to them (Rossiter and Bellman, 2005).
10 pages (2500 words) Essay
Marketing Communications Strategies
Marketing has moved from customer acquisition (winning new customers) through customer retention (keeping customers for life) towards customer selection (dumping unprofitable customers while selectively seeking and keeping the more profitable ones).
12 pages (3000 words) Case Study
Marketing communications Essay
In today's scenario due to drastic advancements in various fields with the involvement of newer technologies, information has become translucent. Media has enhanced to many mediums such as newspapers, weekly journals, Internet ads, E-mails, Television ads, specialized exhibits with personalized demonstrations, salesmen and so on.
18 pages (4500 words) Essay
Marketing strategies, tactics and techniques
Technology has somehow addressed this issue by providing us with faster communication and transportation technologies. Speed is the answer to the demand for a faster pace of life, and this is the very essence as to why BMW created a turbo charged petrol fuelled engine that accelerates from 0 to 62mph per 6.6 seconds.
2 pages (500 words) Essay
Integrated Marketing Communications
Therefore, more and more companies today resort to differentiated marketing through highly focused segmentation and targeting strategies. Having identified the segments of the markets which the company can effectively serve, given the
14 pages (3500 words) Essay
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
Integrated Marketing Communications
In general, IMC combines both the traditional and non-traditional marketing modes. The collaboration is done with modern promotional means which reinforces the marketing channels. In the modern market, numerous IMC
3 pages (750 words) Essay
Analysis of the integrated marketing communications mix strategies of your chosen smartphone brand
The report also focuses on the tools and strategies of the IMC mix. Through the external and internal analysis of Apple Inc. such as competitor analysis, company analysis, SWOT and PESTLE
12 pages (3000 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
Hire a pro to write
a paper under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
Comments (0)
Click to create a comment