Marketing assignment 代写:营销传播和沟通预算的重要性
With the development of socialist commodity economy, competition in the market is becoming increasingly fierce. The direct expression of enterprise competition is to fight for market. Anxious to chase market share, all the enterprise do their best to attract and hold their consumers. For all the effort of these companies, the first thing is to communicate their stakeholders well. However, how to communicate with consumers and get the greatest effect with minimum capital investment is one important problem companies faced. In the realistic, enterprises pay a high cost, but earn little. To solve this problem, companies need to recognize the role of marketing communication, the strength and weakness of the communications budget. This essay will firstly discuss the vital role marketing communications play in the whole marketing strategy. Flowing this, it will explain the importance of the marketing communications budget. Finally, it will look at the strength and weakness of the communications budget in marketing communication strategy.
2.0 The significant role of marketing communications
Marketing communications are messages and related media used to communicate with a market, which contains the process of advertising, sales promotion, personal selling, public relations and direct market (Fill & Jamieson, 2006). It is one part of the marketing strategies. Usually, marketing communications was used to communicate with stakeholders by sending out specific information to the target market. And as Fill and Jamieson (2006) demonstrated, the sole purpose of marketing communication is the satisfaction of customer needs and wants. After satisfying the target market’s needs and wants, the company can get this part of market in return. So it can be pointed out that communication plays an important role in marketing at least. At a basic level, the importance can be explained in three aspects:
Marketing communication is the first step for companies to do their marketing strategy, which is deliver information. As Chris Fill (2006) said, traditionally marketing communication contains five main disciplines or tools, all these disciplines or tools are used to spread information. So, for company, they need to make use of communications to deliver their information smoothly, which help inform their potential consumer aware of the product and service. Then, the first step of marketing could be complete. In marketing strategy, the most important thing is to send out your message, in order to attract the audience and help make their decision. Without marketing communication, consumers have no sense of the product or service, let alone to purchase it. In addition, the more specific the information is, the more easily it can reach the company’s target customers. To the company, it is more possible to get particular market.
Marketing communications make the company differentiate. Nowadays, as the structure, composition and sheer number of offerings in some markets proliferate, so differences between products diminish, to the extent that it has become much more difficult to differentiate between products (Fill, 2006). At this point, what matters is the information expressed. Communicated information can present particular messages for their identified stakeholder groups, and then shape consumers’ perception of the product or service. All these things can make the product be specific and differentiated, which leave audience a deep impression. So, company need pay more attention to their marketing communication and make use of the information to stand out.
Marketing communications can change attitudes. Perception and attitudes both influence and are influenced by marketing communications. As mentioned previously, individual’s perception of the product and the company play a vital role of the purchase decision. By deliver information to enhance the good impression and modifying negative ones, company can change the attitudes of consumers successfully, which in turn can change purchase behavior. In the information society, people do quite part of work is information processing and transmission (Picton, 2001). The pieces of information consumers receive and be involved are the ones they select out, which means that the selected information meet the consumers’ need. Understanding the consumers’ perspective and demand, company can provide messages that are of certain value, which are encouraged to change individuals’ attitudes. For example, when people first meet one product, they get some information about this product through advertising, recommendation or mouth-mouth communication. After getting knowledge, they have one perception of this product, no matter good one or bad one. At this moment, company need to enhance this perception or modify it through marketing communication. When the perception is good, company need to communicate with consumers to make them purchase. On the contrary, when the perception is bad, messages of value need to be delivered to change the attitude, then finally help them make purchase. Moreover, marketing communication helps company to develop long-term relationship with consumers, which means brand loyalty. Another example is Johnson & Johnson, every time it delivers one new product, some advertisings will be released to introduce the product. Through the advertising, consumers know what the product is and which segmentation of individuals are suitable for. Once it was faced with some negative news, such as the poisonous medicine, it responds at the first time, express their attitude and the fact of the reality. All these communication strategies it used help make it one famous brand.