Essays on Word-of-Mouth as a New Element of Marketing Communication Mix Assignment

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The paper "Word-of-Mouth as a New Element of Marketing Communication Mix" is a great example of a Marketing Assignment. Communication plays an important role in making a business’ s marketing strategy successful. Without proper communication, a business’ s target group will not get to know about the products being manufactured and marketed by an entity. Bowie and Buttle (2007, p. 196) point out that in the marketing mix, communicating what the business has on offer is known as promotion. They state that other terms used to refer to promotion include promotional mix, communication mix or market communication mix.

Generally, marketing communication involves dialogue between a business and its current as well as potential customers. The dialogue may occur during pre-selling, selling or post-selling stages (Spotts, 2015, p. 55). Combining the different elements of communication in a bid to promote a product is what entails a marketing communication mix. According to Koekemoer and Bird (2004, p. 11), marketing communication is a blend of seven elements including advertising, personal selling, sales promotion, direct response marketing, public relations, New Media and sponsorship. For all these elements, effective message development determines the success of the marketing plan.

The message contained in the different elements does not only communicate the values of the organization, but it also helps inform the customers how a brand is different from others in the market (Koekemoer and Bird 2004, p. 11). As such, decisions about the message are the most important ones when designing a marketing communications mix. Marketing communication mix is part of the marketing P’ s, specifically the “ promotion. ” It entails every medium and approach to communication that businesses utilize with their target audience.

Marketing communication mix is an important component of an entity’ s marketing strategy since it determines the key aspects of sales and marketing (Holm 2006, p. 23) According to Gurău (2008, p. 169) marketing communication makes it possible for businesses to create customers by facilitating the passing of the business’ s value message into the market. Dahlen, Fredrik, and Smith (2010, p. 274) opine that the marketing communication mix is a combination of promotional tools that a business uses to communicate with its target audience. It entails all the efforts that a business entity makes to communicate with various stakeholders, including wholesalers, retailers, present consumers, potential consumers as well as the public at large (Holm 2006, p. 24). Decisions about the message are very important in the development of a marketing communication mix given the central role that the message plays in any form of communication.

The nature of the message often determines whether the targeted audience will react as intended by the message sender or not. This argument is supported by Van de Velde, Verbeke, Popp, & Van Huylenbroeck (2010, p. 5541) who state that people are very sensitive to the manner in which an entity presents information.

They point out that given the sensitive nature of the human audience, the decision about the message frame has the potential to influence the attitudes as well as behavioural intentions of the target audience. According to Van de Velde, Verbeke, Popp, & Van Huylenbroeck (2010, p. 5541), an entity wishing to communicate effectively to a given population should take into consideration the message frame in its communication.

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