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Marketing communication mix - Assignment Example

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The focus in this paper is on marketing communication mix, a subset of marketing which involves a combination five aspects of marketing goods and services. These are sales promotion, advertising, direct marketing, personal selling and public relations…
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Marketing communication mix
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"Marketing communication mix"

Download file to see previous pages The present study would focus on integrated marketing communication as a plan of marketing which links the communication function with the components of marketing and it aims at informing and persuading potential customers to buy goods and services. In addition to the promotion elements of marketing, the integrated marketing communication mix may use online tools in the developing a clear message and passing it to the consumers so that they can be persuaded to purchase and use a specific product or service. Finne and Gronroos say that the product within the marketing mix is the goods or services that a company provides. In marketing communication, companies aim at creating awareness to the consumers of the products on their availability and qualities. The price represents the cost of the products and this includes specific features of the price such as discounts. The price of a product influences the willingness of the customers to purchase and consume a good or service. Within the marketing mix, the place represents where the consumers can obtain the product to satisfy their needs while promotion is the process of telling consumers about the product using various strategies to convince the consumer to perchance and use the good or service. Therefore marketing communication mix is the marketing of a company’s services and goods to the consumers with due considerations of the Ps in marketing because they are closely related in determining the success of the marketing strategy in general. Hughes and Fill (2007, p. 55), assert that integration of marketing communication mix means that the aspects and components of the marketing mix are merged or combined so that the marketing communication relays a single message to the consumers. Lee & Park (2007, p. 222), explains that marketing communication mix is necessary because when different messages are communicated to customers, they become confusing and as results the reputation of the brand of a company is damaged. Integration in the marketing communication mix can be illustrated by a company which uses the same logo, messages and images in al communication media such as newspapers, TV and point of sale. This therefore demonstrates the important role of marketing communication mix in building the brand of a company within the target market through the integration of the messages communicated to the consumers. With the advent of modern technology and its wide application in marketing various goods and services, it must be integrated to make it parallel to the broader promotion mix. Keller (2001, p. 829) says that the need for integration of the marketing communication mix is necessitated by the interactivity capabilities of marketing media which is a characteristic of communication via the internet via the social media. This demonstrates that there is a necessity to harmonize the traditional marketing approaches with the new media. Moreover, integration of marketing efforts enables a company t coordinate various communication med ...Download file to see next pagesRead More
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