ASSIGNMENT

Marketing Communication Assignment

Marketing Communication Assignment

Assignment One

Introduction

This assignment discusses and elaborates upon the concept and elements of marketing communication process. Often associated with integrated marketing communications, this marketing concept highlights the factors and steps through which an organization could merge its business activities with its marketing, in order to reap holistic and garner success through their marketing activities. The relevant details are discussed in the following section of the paper.

Discussion

Marketing communications process and market behaviour and dynamics

This section discusses the impact of main elements of marketing communications process on market behavior and dynamics. According to Fill (1995) there is no one singular definition of marketing communications, although this terms is interpreted in several ways. However, the crust of this concept remains integrated with the context of marketing communications and its impact upon the meaning and interpretation of the messages given out by an organization. The latter concept highlights communication as a one or two-way interactive conversational dialogue between corporations and their stakeholders. In order for it to be effective, it's essential that all marketing communications should remain audience centric. Conversely, marketing communication mix consists of tools that are used in different combinations and degrees to be able to communicate with the target audience. These communication tools include the following:

Advertising: is that form of mass communication that is responsible for the delivery of the advertising message. Thus, the message is executed through different advertising tools to reach the targeted audiences.

Sales promotion: entails the numerous marketing techniques used to highlight value adding propositions to a good or service. This highly attracts the consumers and contributes to the sales revenues of the manufacturer.

Public relations: is a skillful art of analyzing trends, predicting consequences, counseling and crisis control, which works in the favor of both the organization and the public's interest.

Direct marketing: highlights personal communications of an organization with its customers. Some of the methods used in this approach include emailing the target segment, having telephonic conversations with them as well as maintaining a postal or email correspondence with them.

Personal selling: is the interpersonal communication tool used by individuals to represent a certain group or organizations and help persuade the targeted audience to take a responsible action. For example, personal selling is highly common in all forms of service oriented businesses such as insurance and car selling.

Market Behavior and Dynamics

According to Raschke (2007) four main trends govern market behavior and dynamics. The first of these trends include that a trend is likely to continue if it has a direct direction. For example, higher oil prices lead to rise in the cost of other goods and services. The second trend being that they continue to be governed through the elements of push and pull. While the third trend being that momentum governs the price directions. For example, if a product is in demand then its prices would continue to grow. The last trend highlights the fluctuation of prices governed through the trends of demand and supply respectively. Thus, marketing communication process should understand these four fundamental trends ...