MARKETING COMMUNICATION

Marketing Communication



Marketing Communication

Purpose of Marketing Communication

Tool for managing relations with the Market aims to create and disseminate perception of value and supply company improve the capacity of the same to satisfy the needs of demand segments objectivity. The positioning of a company requires a prior analysis of the market to know what consumers demand, then launch the product or service that best meets the needs through the most profitable distribution channels and finally we will have to market it. But until there no longer what they do all the firms in the market (Winter 2009, p. 191).

One strategy that can be carried out from the different tools offered by the marketing, and we shall see, but where there is always a common element: the message we want to convey to the market and that is what we are going to position and we will differentiate from the competition (Winter 2009, p. 192).

Therefore, the choice of the right message is critical to the communication strategy is effective. But choosing the message is not always easy, especially when you consider the following communication process, as between what we want to say and what is finally perceived, it follows a rather complex process which requires to be performed by professionals. Therefore, this communication process highlights the need to organize a team of specialists in this area or, alternatively, with an outside firm specializing in communication. In this sense, communication can never be outside the aims and characteristics that define the company, but rather the opposite: corporate communication should reflect the business strategy (Reid 2001, p. 239). For this reason, the communications director of any company or dircom must inevitably be part of the steering committee. Only then can you be fully informed of the objectives of the company and, therefore, act accordingly.

The changes that have taken place in the communications market has fully joined the Internet, which has come true concepts such as interactivity, customization, globalization, information society, knowledge management and, above all, has created an environment of opportunities for businesses, professionals and the general market. Reid (2005, p. 41) has defined a new field, mixing communication with the marketing, sale and distribution. Subsumed as a sub-function of modern marketing, integrated communication includes the following main areas:

Advertising.

Image, public relations and communications campaigns.

Sponsorship and patronage.

Corporate social marketing.

Promotion.

Merchandising.

Direct marketing.

Internet.

And so on.

Push, Pull and Profiles Strategies

The strategy Pull or strategy Aspiration or strategy Attraction or strategy flip, is the scheme of marketing of the new era, that of the image, the representation and, in one word, that of the brand . If you are facing a strong brand is not necessary to push sales because they come alone. They buy because they have fame, because the demand is greater than the supply.

This fall marks such as Microsoft, Coca Cola, Ritz Carlton, Swatch, Crown, Dell, etc..

The strategy “Pull” (Strategy towards the consumer end), is a strategy of upstream and therefore opposed to the strategy "Push" (McGrath 2005b, ...