NAME : JUSTINA ADZADZI
INDEX : BACP2016002
LEVEL: 200A
REFRENCE : ADERTISING TH ARNES AND BORE
Marketing is the management function that isresponsible for identifying,anticipating and satiisfying customers needs p[rofitably. Communication on the other hand is two way process of giving and receiing information through a given channel.
Integrated marketing communication is the concept of building and reinforcing mutually profitable relationship with employee, customers and other stakeholders and the general public by developing and coordinating a strategic communication program that enables them to constructive contact with the company or brand through a variety of media. The goal of integrated marketing communication is to influence or affect the behavior of a selected communication audience.
To create awareness for their product and services and to reinforce the image of their brand, companies typically blend their advertising effort with a variety of other communication technique. These include sales promotion,advertising,personal selling,publicity,sponsorship marketing and point of sale. The purpose of all marketing communication is to help the company achieve its marketing objectie.
sales promotion is a direct inducement offering extra incentives all along the market road to enhance the products movement from producer to consumer. sales promotion is designed to speedup the selling process. It normally involves direct inducement such as money, extra product, gifts among others. The advantages of sales promotion is that, it maximizes sales volume, it also generates sales that could not be achieved .It also helps customers to select a specific brand particularly when all brands appears to be equal.Its objective is to introduce new product ,induce present customers to buy more,attract new customers among others .
Secondly, publicity like advertising describes non personal communication to a mass audience.;unlike advertising, the sponsoring company does not pay for advertising time or space. Publicity usually assumes the form of news item or editorial comment about the companies product or services. these news item or comment receive free print space or broadcast timebecause media representarties consider the information pertinent andpertinent and newsworthy for their audience.It isin thissence that publicity is notpaidfor.
Again, personal selling is a form of person to person communication whereby sales people inform,educate and persuade prospect buyers to purchase a companies product or services.This is done by providing introductory discounts to retailers and assuring them that heavy advertising, sampling among others would move the companies product.there are two types of personal selling which include person-to- person and group selling .with group selling, a group of person attempt to close a sale with a group of customers.This may occur at seminars, workshops or at home.
Advertizing is the communication relayed from companies to persuade audience to purchase their products.This communication is usually through through the various forms of paid media such as television,and radio commercials,print advertising, billboards and more.adverts are placed where advertisers believe they will reach the largest most relevant audience.commercial bus use advertising to drive the consumption of their products whiles non profit organizations may place adverts to raise awareness or encourage a change in behaiouror perception of customers.
furthermore,
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