Applying Effective Marketing Communications for Better Advertising
Consumer Behaviour
Discuss how a company could promote a change in existing attitudes to its products or service through its communication.
Marketing communications are intended to both inform and persuade a target audience, with a view to influencing the behaviour of that group. For example the behaviour of interest to agribusinesses can range from encouraging farmers to adopt improved husbandry practices or to grow a particular crop (or variety of crop), to encouraging industrial or consumer buyers to try a product or service. As has been said on other occasions, each element of the marketing mix must be designed so as to further the overall marketing strategy, and this includes marketing communications.
Not everyone believes that promotion is necessary. Advertising was viewed g as a pernicious activity characteristic of bourgeois capitalism. It is hardly surprising, that advertising has for a long time been restricted, controlled, and sometimes banned, in many of the nations which adopted communist and socialist political systems, including a good number of developing countries. Even after market liberalisation and political reform within these countries there often remains uncertainty over the need for advertising and other forms of promotion, and a suspicion that it adds nothing but costs to the marketing process.
Without effective marketing communications the consumer remain unaware of products and services they need, who might supply them and the benefits which both product and suppliers can offer. Moreover, it is impossible to develop effective and efficient marketing systems without first establishing channels of communication. Even the best products do not sell themselves. Marketing communications serve five key objectives. These can be the provision of information, stimulation of demand, differentiating the product or service, underlining the product's value and regulating sales.
Marketing communications takes four forms -
Discuss how a company could promote a change in existing attitudes to its products or service through its communication.
Marketing communications are intended to both inform and persuade a target audience, with a view to influencing the behaviour of that group. For example the behaviour of interest to agribusinesses can range from encouraging farmers to adopt improved husbandry practices or to grow a particular crop (or variety of crop), to encouraging industrial or consumer buyers to try a product or service. As has been said on other occasions, each element of the marketing mix must be designed so as to further the overall marketing strategy, and this includes marketing communications.
Not everyone believes that promotion is necessary. Advertising was viewed g as a pernicious activity characteristic of bourgeois capitalism. It is hardly surprising, that advertising has for a long time been restricted, controlled, and sometimes banned, in many of the nations which adopted communist and socialist political systems, including a good number of developing countries. Even after market liberalisation and political reform within these countries there often remains uncertainty over the need for advertising and other forms of promotion, and a suspicion that it adds nothing but costs to the marketing process.
Without effective marketing communications the consumer remain unaware of products and services they need, who might supply them and the benefits which both product and suppliers can offer. Moreover, it is impossible to develop effective and efficient marketing systems without first establishing channels of communication. Even the best products do not sell themselves. Marketing communications serve five key objectives. These can be the provision of information, stimulation of demand, differentiating the product or service, underlining the product's value and regulating sales.
Marketing communications takes four forms -