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Managing Markering Communication - Essay Example

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Managing Marketing Communication Table of Contents Table of Contents 1 Managing Marketing Communication Marketing basically involves spreading brand image and awareness by means of different modes of communication. A company that wishes to target customers needs to have a specific communication channel in order to reach them…
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Managing Markering Communication

Download file to see previous pages... A company will only be successful when it uses marketing to turn potential clients into consumers of its products or services. Communication is Constant It is a recognised fact that whether people know it or not, they are constantly sending messages in different ways to others. It has been estimated that marketers’ skills are only responsible for 15% of their success in attracting customers, while the remaining 85% is the result of their ability to inspire trust in potential clients through their communication methods (Gould 2004). This is the reason why companies spend so much on researching on the best ways of creating advertisements (Rossiter and Bellman, 2005). Commercials, as well as other methods of communication, represent a company’s feelings and intentions for its clients. The verbal as well as non verbal cues that are carried in advertisements are vital because they tell potential customers what how they can benefit from the products and services of a company (Zeithaml, Bitner and Gremler, 2006). Even where person to person communication is concerned, strangers will make an immediate assessment of someone upon first meeting them (Shultz 2004). This is before the person has even said a single word. Advertisements for products or billboards are unconsciously analysed in the same way by potential customers. When people first come upon a company’s products through different media, the first impression can result in feelings of distrust, or in feelings of interest (Solomon, Bamossy, Askegaard and Hogg, 2006). IMC Defined Integrated Marketing Communications basically means combining all the promotional tools of a company in an effort to reach customers with a message about the company’s products. All communications methods will have a greater impact on the student body if they are joined together than if they are each used in isolation (Kitchen, Brignell and Tao, 2004). This is even more beneficial for the company in question when integration also includes different levels of integration like the vertical, horizontal, external, internal, and data integrations (Kotler, Keller, Brady, Goodman and Hansen, 2009). Horizontal Integration can be extended across corporate functions as well as the marketing mix. For instance, finance, production, communications and distribution operations can be made to work together to create the most effective messages for potential customers (Malhotra and Birks, 2003). On the other hand, singular departments like advertising, direct mail and sales combine efforts in working on data integration (Girvin: Strategic Branding Blog, 2010). This calls for a marketing information structure that gathers and shares the important information across varied departments. Vertical Integration basically means that all marketing purposes have to support the higher level business goals (Malhotra, 2004). Internal Integration holds that all the personnel working in a company have to be informed at all times, of any fresh developments taking place; whether this means new corporate identities, strategic partners, advertisements, or service standards. Lastly, external integration holds that external partners like public relations firms and advertising agencies have to work together to generate an all inclusive and comprehensive message to potential and existing clients. IMC – ...Download file to see next pagesRead More
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