Marketing Communications Memo

To:Management Teams

From:[Student's name]

Subject: Discussing the importance of demographic and psychographic information in developing marketing communications.

Marketing Communication

Marketing communications are born of the need to merge several key elements to the success of modern companies: reputation, recognition, recall, preference, top of mind, top of heart, that is, all elements that if they work strategically, build the aforementioned "intangible" that now become the decisive factor in determining the value of a company or a brand (Fill and Jamieson, 2006). Marketing communications partially merge two critical areas: Marketing and Communications, a tool that allows the company to align the communication objectives with business goals. It is appropriate then to analyze the role of these two areas in the company and enhance its role with its focus on image building, brand, corporate reputation, primarily, and product, because there depends on the perception or "intangible "today is a major factor in business and sales.

Marketing Communication and Segmentation

Markets are made up of consumers who differ from each other in many respects. They may differ needs, resources available, the geographical location, and the attitudes. The cost to achieve a complete segmentation is high and many consumers can not afford fully customized products. There is only one way to segment the market. You have to try different segmentation variables, hoping to find the best way (Thomas, 2007). Marketing communications by way of influence on consumers can be divided into personal and impersonal. Often, large-scale and grandiose marketing activities do not have the effect that will follow after the potential client the personal sales letter. Marketing communications are applied comprehensively, and in the development of marketing strategy, you must decide what type of marketing communication will be most efficacious for promotion not to spray efforts and resources in all areas (Fill and Jamieson, 2006).

The Psychographic Segmentation

The psychographic segmentation is based on the lifestyles, beliefs, personalities and consumer values. To achieve this, you can use surveys to identify opinions and attitudes. You can ask questions related to an existing product on the market and ask how often it is used.

Attitude

The attitude is a particularly effective mechanism for the consumer, on the basis of positive experiences and confidence in the resulting judgment, to arrive so simple, fast and efficient, with a decision. For the organization, brand or retailer who has the positive attitude of a consumer is a valuable asset because the attitude is particularly resistant to change decision making (John, 2012). In other words, as it is difficult to change an attitude that would be formed from the experiences gained, this mechanism favors the company who benefits and in the same breath it is a barrier for others. This continuity in the attitude mechanism is explained largely by the fact that it influences perceptions of who owns it. Note that if the attitudes exist with respect to income received in their entirety, they can also exist with respect to the components of a product (the country of origin, price, materials, etc) (Tynan and Drayton, ...