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Communication mix - Essay Example

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Summary
In this paper I shall use two business organizations namely red bull and coca cola in order to proof the importance of a good marketing communication plan. I have used red bull as an example of bad marketing communication and Coca Cola as an example of strong marketing communication mix.
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Communication mix
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Download file to see previous pages Communication mix is one of the most important promotional tools, or marketing functions used in the implementations of marketing campaigns. Modern commercial advertising is the persuasive force that aims at changing customers' attitudes and pattern of behaviour to a product or service in ways, which would be favourable to the seller. This is necessary as the needs and wants of consumers continually change as they pass through the different economic stages of the family life cycle.
The relative importance of advertising has been determined by the qualities it can add to a marketing campaign in the travel and tourism sector. Additional elements of the communication mix compliment advertising however they are not significant or effective enough to replace advertising within this sector.
The essential process of communication involves sending messages to potential consumers using a variety of methods in order to create awareness and understanding of why people should purchase a specific product or service. If the method of communication is the most appropriate, then there is a possibility that the potential consumer will buy the product or service.
The simple aim being to raise awareness levels, generate interest and to enhance brand development amongst consumers. Advertising is just one element of the 'communications mix'. The simple aim being to raise awareness levels, generate interest and to enhance brand development amongst consumers.
Advertising is one of the most important promotional tools, or marketing functions used in the implementation of marketing campaigns. This is due to its persuasive force that aims at changing customers' attitudes and patterns of behaviour to a product or service in ways, which would be favourable to the seller. This is necessary as the needs and wants of consumers continually change as they pass through the different economic stages of the family life cycle.
Advertising, along with other components of the 'communications mix' also helps to identify brand identities, the idea being that customers see these identities as being tantamount with quality and dependability.
To inform potential customers and users of the existence of the product which can be valuable to the prospective customer
To remind existing users of the continued existence of the product and improvements.
To regain lost customers and accounts.
To stimulate enquiries
Analysis
Bad Communication Plan: Red Bull
How should Red Bull market its brand in the future even though Red Bull has been very successful in the pervious years , but now times have changed thus the organization as well as products must change as well , or else red bull will most likely lose market share to the numerous competitors in a matter a few years . In the early morning and mid night, Red Bull energy drink was once the selected by the people of every field. But nowadays it marketing communication plan has become worn-out, it is old fashioned and not ...Download file to see next pagesRead More
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