The Role of Advertising in Marketing Communications

THE ROLE OF ADVERTISING IN MARKETING COMMUNICATIONS Marketing communications: Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers – directly or indirectly – about the products and brands that they sell. In a sense, marketing communications represent the â€Å"voice† of the brand and are a means by which it can establish a dialogue and build relationships with consumers. Marketing communications perform several functions for consumers. Consumers can be told or shown how or why a product is used, by what kind of person, and where and when; consumers can learn about who makes the product and what the company and brand stand for; and they can be given an incentive or reward for trial or usage.†¦show more content†¦The advantages of events and experiences are as follows: Relevant: A well chosen event or experience can be seen as highly relevant as the consumer gets personally involved. Involving: Given their live, real – time quality, consumers can find events and experiences more actively engaging. Implicit: Events are more of an indirect â€Å"soft - sell† 4. PUBLIC RELATIONS AND PUBLICITY – A variety of programs designed to promote or protect a company’s image or its individual products. Marketers tend to under use public relations, yet a well thought out program coordinated with other communications mix elements can be extremely effective. The advantages of public relations are as follows: High credibility: News stories and features are more authentic and credible to readers than ads. Ability to catch buyers off – guard: Public relations can reach prospects who prefer to avoid sales people and advertisements. Dramatization: Public relations have the potential for dramatizing a company or a product. 5. DIRECT MARKETING – Use of mail, telephone, fax, e – mail, or internet to communicate directly with or solicit response or dialogue from specific customers and prospects. The advantages of direct marketing are as follows: Selective audience: There is no spill – over effect or duplication of media exposure. The marketer can use specific targeting strategies. Measuring results: This is the biggest advantage it has over massShow MoreRelatedMarketing Communications: Ability to Change Awareness, Opinions and Attitudes1492 Words   |  6 PagesMarketing Communications, such as advertising, can inform, persuade, remind, reassure and ultimately differentiate one product from the next. Marketing Communications, or MarComs, can change levels of awareness, opinions and attitudes. MarComs can even change behaviour such as buying behaviour whether trial purchases, full purchases or repurchases culminating in brand loyalty. Sometimes, the MarComs becomes the key competitive element – the brand itself – building conscious and unconscious relationshipsRead MoreTaking a Look at Marketing Strategies1005 Words   |  4 Pages It is defined as paid form of non personal communication about an organisation, service, product, or idea by an identified sponsor. Public service announcement, which has an sporadic exception whose advertising space or time is provided by media. Advertisement involves with mass media is referred as no personal component which transport a massage to large group of peoples, often at the same time, for instance TV, radio, magazines, newspapers. Non personal component means there will be no opportunityRead MoreHow Advertising Is An Integral Part Of Marketing1302 Words   |  6 PagesQ 2.1 SLAID 1 Advertising is an integral part of marketing and one of the key elements for the impact on the market. Advertising is any paid form for controllable impact, carried through mass media in the presentation and the imposition of the goods or services in the interest of the obvious source. In conditions of fierce competition, the work of advertising is to create a demand for certain goods, and buyers to gravitate to the point of sale. Advertising is a tool for the realization of more andRead MoreMarketing Communications Plan For Burberry1712 Words   |  7 PagesMarketing Communications Plan Introduction Companies can only make revenues when customers purchase their products or services. To increase sales, it is pivotal for the companies to develop an effective and clear Marketing plan. In this context, each year the company’s sales and profits are increased due to its strengths such as high quality luxurious products, massive growth of outlets stores across UK and effective marketing campaigns. This paper will present a clear marketing plan for BurberryRead MoreIntegrated Marketing Communications (IMC) in the UK1742 Words   |  7 Pagesthe last decade, product marketing and ways through which communication takes place between manufacturers and consumers has changed tremendously (Belch Belch 2004). Due to the technological revolutions and the rise of innovations such as the mobile phones and the internet, control over information has shifted apparently from the manufacturers hands to the hands of consumers (Belch Belch 2004). The market environment has also changed due to globalization of marketing strategies, loss of confidenceRead MoreThe Integrated Marketing Communications Process1125 Words   |  5 Pages3. Who are the various participants in the integrated marketing communications process? Briefly discuss the roles and responsibilities of each? (LO1) The participants in the integrated marketing communication process are advertisers, or clients, advertising agencies, media organizations, specialized communication services, and collateral services. Advertisers are possibly the most important participant in the IMC process. They are the ones who have the product or services to be marketed and theRead MoreNike Inc. : The World s Leading Athletic Footwear, Apparel And Equipment Company894 Words   |  4 Pagesathlete and to reach a large audience (Nike CR Report, 2014). Nike has done an incredible job meeting these two goals because it’s marketing communication reaches new customers and maintain existing customers, which meets the goals of inspiring new customers and serving existing ones as well as targets everyone, not excluded to athletes (Gregory, 2015). One advertising method Nike uses is the usage of modern day women such as in Nike’s largest woman’s campaign, â€Å"Better for It.† The purpose of thisRead MoreHow Do Trend in the Marketing Industry, Such as Integrated Marketing, Affect Advertising?1037 Words   |  5 Pages1. How do trend in the marketing industry, such as integrated marketing, affect advertising? Nowadays, there are too many trends in the marketing industry which we can see all over the places. These trends do not only give implication to the industry itself, it also affects the advertising field as well. Internet Marketing  is an all-inclusive term for marketing products and/or services online – and like many all-inclusive terms, Internet marketing means different things to differentRead MoreMarketing Communication : The Chocolate Company, M M s974 Words   |  4 PagesMarketing communication is very important for marketers and IMC has been widely used by marketers in terms of communicating with customers. Different communication tool has diverse function and they are applied in the specific situations based on their pros and cons. In the chocolate industry, because chocolate is low-involved product, marketing communication is especially important for the chocolate companies. The famous chocolate company, MM’s, which is owned by Mars, doesn t perform well inRead MoreNike and the Concept of Integrated Marketing Communications894 Words   |  4 PagesNike and the Concept of IMC: The concept of Integrated Marketing Communications is an important factor whose essence is achievement of the need for a holistic approach in the implementation of the tools of marketing communication. The concept can be described as the coordination and integration of every marketing communication tool, source, function, and avenue within an organization into a flawless program that capitalizes the effect of customers and other users at minimal costs. The significance