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Marketing communications - Essay Example

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Running head:  MARKETING COMMUNICATIONS Insert Name        Insert Grade Course Insert 14 January 2012 Outline Introduction Capabilities of advertising Limitations of advertising Recommendations Conclusion Marketing Communications: ‘Paragon Software Ltd’ Introduction In order for an organization to be successful in sales, it has to create awareness of its products to the potential customers…
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Download file to see previous pages Marketing communications involve creating a message that is used in the marketing tools. Baker, Graham and Harker (1998, p.348) indicate that, marketing communication comprises of promotional activities for a product or service. In addition, marketing communication communicates the benefits of a service or product, and as a result, a consumer is able to weigh the options and choose wisely. Paragon Software Limited has been experiencing a decline in sales, which has promoted the CEO to implement an advertisement campaign worth ?100,000 on trade publications. However, as the company’s sales director, I feel there is need to change our marketing communication strategy, as advertising alone cannot generate sales. The following report will explain the capabilities and limitations of advertisement as a marketing communication vehicle. Recommendations on how advertisement and other communication tools can be employed in order to increase sales will be discussed as well. The Capabilities and Limitations of Advertising as a Marketing Communications Vehicle Capabilities Advertising is one of the marketing communication tools, reaching geographically dispersed public. ...
First, advertisement enables the brand name to be well known among consumers; indeed, organizations practically advertise their products for several reasons - increasing their sales, meeting certain target, and attracting more customers among other reasons. The continuous repetition of a company’s product may create trust from the audiences. Generally, marketing effectiveness is dependent on communications effectiveness. A market is comprised of information flows. The manner in which a buyer perceives the seller’s market offers is heavily influenced by the amount and kind of information he or she has about the product offering, and the reaction to that information. Marketing relies heavily on information flows between the seller and the potential buyer; as a result, the market is filled with many organizations that use marketing communications. Therefore, marketing communication is probably the most preferred form of marketing activity that affects everyday life. Advertising is cost effective, since it reaches many audiences; nevertheless, advertising involves huge spending. According to Frankenberger and Graham (2004, p.18), advertising is capable of creating an asset through influencing the organization’s future cash flows, and as a result, guaranteeing benefits in the future. Therefore, despite the high expenditures on advertising, the possibility of future high earnings is high. Needless to say, persuasive advertisement builds an image for an organization, and as a result, increasing sales simultaneously. Quinn (2012) adds that, advertising in a daily or weekly newspaper is beneficial, as it targets different types of customers in a section related to an organization’s operations. In addition, newspapers can be reviewed after some period, and as a ...Download file to see next pagesRead More
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