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An Integrated Marketing Communications Perspective - Dissertation Example

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The paper “An Integrated Marketing Communications Perspective” looks at advertising as the most important element of a business’s marketing communication strategy and the advertisements reach masses of consumers with only one marketing communication method…
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An Integrated Marketing Communications Perspective
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Download file to see previous pages 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. Marketing communication is one element that influences the consumers to buy certain products in response to the messages that would have been disseminated to them about certain products. The marketing communication strategy also called the promotional mix or promotional strategy of a business consists of six marketing communication elements namely: advertising, personal selling, sales promotion, direct marketing, publicity and sponsorship (Cant et al 2000). Particular attention would be paid mostly on advertising in this particular discussion where the study seeks to highlight how the present day media advertisements are portrayed as a way of gaining their magnificence as well as eloquence in the promises that are made to the customers. Advertisements are in most cases comprised of promises about particular products that are meant to satisfy needs of the customers hence the need to have these promises tailored in such a way that would promote a positive response from the customers. ...Download file to see next pages Read More
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