MARKETING COMMUNICATIONS

How Marketing Communications can Support and Maintain Brands

How Marketing Communications can Support and Maintain Brands

Introduction

Marketing communications (Patten, (2008), pp. 22-32) is a department of immense importance, as it plays a crucial role in either, increasing or decreasing the sales of a company's product. A leading brand needs to have an extensive technique regarding, marketing communications. As they want to maintain their customers loyalty to their brand.

In this essay, we will be discussing the techniques mandatory, for company's; in order to be on top, along with that maintaining the brand loyalty of its customer's, quite surely if the companies adopt the rules mentioned below in our report then there will not be any hurdles in their path to success.

Discussion

Marketing Communications

Anyone, who has worked in an organization either medium or hefty, then he or she must have heard about this term of “Marketing Communications”. It is a department, inside every organization which is responsible for handling all types of communicational issues of the company. This department has different names, depending on the organization. In corporate organizations, it is called corporate communications, if the company is product base is called product marketing division at times.

In intelligible language marketing communications is a technique in which a company communicates information to the general public. The information that has been communicated could be about a products marketing (giving knowledge to people about the product), launch of a new product (informing people about the quality and purpose of the new product introduced by the company) or in some cases it could even be about, community initiatives adopted by the company. This whole process is also referred to as an art, as there are some patterns or laws which are necessary to use in this process. Effective communication requires a lot of skill; it is a very complex process specially, when the communication involves an evolved market.

One method; with which every one of us is familiar with is promotional emails. Everyone must have received these sorts of mails, a person acquiring a little knowledge regarding internet and networking knows that, in this communication strategy, sessions and cookies, embedded scripts and so on are used, which keeps track of the internet movement of an individual.

Due, to this technique people involved in the marketing communications department, have become more and more result oriented, and this technology has resulted in a substantial increase, in the sales and marketing of products, without making too much of an effort.

How does marketing communications workFollowing are the methods that are used in marketing communications.

Public Relations

Public relation is a crucial component in marketing campaign of a company, as through public relations the company creates awareness about its product among the people. This is a non-paid method of advertising they are quite different from advertisement, involve honest communication. It gives information in softer manner, mostly in the form of a feature story.

Advertisement

This method of communication has been adopted by almost all the companies in the world, creating and displaying a product in the form of an advertisement (Ohly & Spence, (2000), pp. 78-79). The medium used for communication includes television, radios, websites and ...