Different Types of Marketing Communications - Research Paper Example

This report would attempt to analyse the roles played by the marketing communications in stimulating a set of desired responses from customers within a target market.Theoretically, marketing communications can be defined as the process of presenting an integrated set of stimuli to a market target with the aim of raising a desired set of responses within the market target and setting up channels to receive, interpret and act on messages from the market to modify present company messages and identify new communications opportunities (Lancaster and Reynolds 1999:149).

Thus, as both the sender and receiver of market-related messages, the company can influence customers to buy its brands as well as stay in touch with its market so that it can adjust to changing market trends. Basically, the brand name Sainsbury effectively uses some of the techniques to stimulate a positive response from a target market.According to research entitled Sainsbury’s Marketing communication planning 2008-2009, Sainsbury is currently the most trusted ‘own brand’ among supermarkets.

It can be noted that almost half of the shoppers have trust in its products and statistics obtained from this research show that 47% of its shoppers have trust in its own products compared to 27% for Tesco, 17% for ASDA and 15% for Morrison’s. The current state of affairs is evidence that shows that there has been a substantial improvement of Sainsbury’s brand following its loss of the number one position to rival Tesco as mentioned earlier. However, through the effective use of marketing communications such as advertising and promotion to reach the end users, Sainsbury is substantially gaining trust from its customers.

Sainsbury’s current use of marketing communications to reach the end users is primarily based on its advertising campaign which greatly appealed to its consumers than any other rival competitor.