Compose a 2000 words assignment on integrated advertising promotion and marketing communications. Needs to be plagiarism free!
Marketing is all about understanding the customers and of finding ways and means for providing products or services as per his requirements (Sandhusen 2000). Marketing is a highly misunderstood word. It is not tactics or methods of getting customers to buy a company’s product or services. That is an advertisement or promotions. It is a conscious effort to analyze and understand what is needed and trying to fulfill this need. Marketing is about understanding the stakeholders. It is highly relevant to investigate what each stakeholder contributes in terms of the product, quality, service deliveries and pricing.
Marketing is also about knowledge of your own company and its capability of delivering a product or service and managing its resources and competencies in that direction. But above all, Marketing is all about customers. Their behavior and attitude towards buying a product are of paramount importance. Their needs and wants and their likes and dislikes are decisive factors and purchase decisions depend on these issues. It is the understanding of these factors that will develop a marketing strategy.
Therefore Marketing is all about understanding the customers and of finding ways and means for providing product or service as per his requirements. Marketers have adopted a variety of means to persuade customers, foremost among them being an advertisement, promotion, publicity, and public relations. However, unless a proper commutation channel is established the efforts will go in vain. Advertising and promotions both need effective communication to produce successful results. Kotler et al (1996) have pointed out persuasive communication is designed to stimulate a pre-defined response from consumers and advertisers to use this ploy to gain an advantage over susceptible consumers.
This can be done using various methods like “mass media advertising, personal selling, sales promotion, direct mail and point-of-sale merchandising”.