Marketing communications Essay Example | Topics and Well Written Essays - 2000 words

merchandise communications - Essay ExampleMarketing communications involve creating a message that is utilise in the market tools. Baker, graham and Harker (1998, p.348) indicate that, market communication comprises of promotional activities for a product or helping. In addition, marketing communication communicates the benefits of a service or product, and as a result, a consumer is able to weigh the options and choose wisely. Paragon Software Limited has been experiencing a decline in sales, which has promoted the CEO to machine an advertisement campaign worth ?100,000 on trade publications. However, as the companys sales director, I feel there is need to change our marketing communication strategy, as advertising alone cannot generate sales. The following report will explain the capabilities and limitations of advertisement as a marketing communication vehicle. Recommendations on how advertisement and other communication tools can be employed in order to increase sales will be discussed as well. The Capabilities and Limitations of Advertising as a Marketing Communications Vehicle Capabilities Advertising is one of the marketing communication tools, reaching geographically dispersed public. ... First, advertisement enables the brand name to be well known among consumers indeed, organizations practically advertise their products for several reasons - increasing their sales, meeting certain target, and attracting more customers among other reasons. The continuous repetition of a companys product may create trust from the audiences. Generally, marketing effectiveness is dependent on communications effectiveness. A market is comprised of information flows. The manner in which a buyer perceives the sellers market offers is heavily influenced by the amount and kind of information he or she has about the product offering, and the reaction to that information. Marketing relies heavily on information flows between the seller and the potential buyer as a result, the market is filled with many organizations that use marketing communications. Therefore, marketing communication is probably the most preferred form of marketing activity that affects everyday life. Advertising is cost effective, since it reaches many audiences nevertheless, advertising involves huge spending. According to Frankenberger and Graham (2004, p.18), advertising is capable of creating an asset through influencing the organizations future cash flows, and as a result, guaranteeing benefits in the future. Therefore, despite the high expenditures on advertising, the theory of future high earnings is high. Needless to say, persuasive advertisement builds an image for an organization, and as a result, increasing sales simultaneously. Quinn (2012) adds that, advertising in a perfunctory or weekly newspaper is beneficial, as it targets different types of customers in a section related to an organizations operations. In addition, newspapers can be reviewed after some period, and as a